YES BANK has deepened its partnership with the Indian Olympic Association (IOA) as the Official Retail Banking Partner for Team India, backing Indian athletes across four major international events in 2026. These include the ongoing Asian Games in Aichi-Nagoya, Japan, the upcoming Youth Olympic Games and Asian Indoor & Martial Arts Games, and the recently concluded Commonwealth Games. The association builds on the bank’s earlier role as official banking partner for Team India at the Paris Olympic Games 2024.
For the Asian Games, the bank has launched a nationwide campaign celebrating the determination and perseverance of Indian athletes. Its centrepiece is a film showing people across the country coming together to cheer for Team India.
Vinay M. Tonse, managing director and CEO, YES BANK, said India’s progress rests on people, communities and enterprises coming together with shared purpose, and that sport reflects the discipline, resilience and collective effort behind it. He said the bank is proud to stand beside athletes carrying the aspirations of millions.
Nipun Kaushal, chief strategy and marketing officer, YES BANK, said the 360-degree campaign showcases an India that believes in its athletes and celebrates their journeys and triumphs. He added that it reflects the bank’s long-term partnership with the IOA.
The campaign runs across television, out-of-home, print and digital. The film is airing in seven languages on more than 25 channels, spanning Hindi, English, regional news and general entertainment. OOH placements cover high-visibility locations nationwide, while print ads appear in multiple regional languages. On digital, the campaign is supported through social media and collaborations with sports influencers.
