MAM
KENT RO sets CSR emerging trend by buying AquaKredits
Mumbai: Art of Living an international humanitarian organisation led by Gurudev Sri Sri Ravi Shankar ji, announced its latest initiative to solicit corporate social responsibility (CSR) of qualified companies by investing in AquaKredits – water credits. This strategic move is a part of the organisation’s broader commitment to sustainable business practices and responsible water management. KENT RO, manufacturer of water purifiers and home appliances, has pioneered this initiative by buying AquaKredits under its CSR.
AquaKredits issued by AqVerium, the world’s digital water bank, is an innovative approach to assessing and valuing water quality. AquaKredits are issued based on a stringent water audit, verification & validation of impact data and other evaluating factors. Each Art of Living was non-profit to onboard all its water conservation projects on AqVerium, which went through stringent verification and validation of the reported impact basis on which AquaKredits were issued. In the first phase, AqVerium has issued 467,054 AquaKredits for creating an additional 46, 70, 54,025 litres through recharge pits. Each AquaKredit represents 1000 litres of water saved, conserved or harvested.
Water scarcity is a critical global issue, and businesses play a crucial role in addressing this challenge. In line with KENT RO’s dedication to environmental stewardship, the company has proactively engaged in purchasing AquaKredits under its CSR obligations.
KENT RO Chairman Mahesh Gupta commented on the initiative, saying, “At KENT RO we recognize the importance of sustainable water management in preserving our environment and supporting communities. Our decision to invest in AquaKredits is a testament to our commitment to responsible business practices and corporate social responsibility. Through our CSR we are actively contributing to the conservation and sustainable use of this precious resource.”
Art of Living Social Projects Chairman Prasanna Prabhu said, “We are very excited with this pioneering and benevolent gesture by Shri Mahesh Gupta ji, which opens a whole new vista to qualified corporates to participate in sustainable Water Management through the purchase of AquaKredits – Water Credits under CSR. Our partnership with AqVerium, founded by Dr. Subramanya Kusnur, New Waterman of India, is a testament to providing complete transparency to donors powered with a data scientific tool of the impact achieved through AquaKredits. These AquaKredits, bought at Rs 100 each, not only are representative of the cost involved in conserving water but also the genuine intent, effort and commitment of all stakeholders which is priceless.”
AqVerium provides a platform for all stakeholders to demonstrate their commitment to water sustainability and stewardship by incentivising good behaviour with AquaKredits which can be offset to balance water deficit or bought by qualified corporates under CSR.
Speaking on the occasion, Architect of CSR law and widely acclaimed as the Father of CSR in India (ex-IAS) Dr Bhaskar Chatterjee said “It is a very momentous occasion as we celebrate 10 years of CSR in India and what better to have AquaKredit as an effective tool for impact assessment and measurement for water sustainability. Water is core to sustainability and human life and investing in AquaKredits qualifies for CSR under The Companies Act 2013, section 135, schedule 7, Item 4. It also aligns with the United Nations Sustainable Development Goals, particularly Goal 6: Clean Water and Sanitation. I take this opportunity to invite corporates to emulate this pioneering partnership between Art of Living, Kent RO and AqVerium and exemplify their commitment to water sustainability.“
MAM
Effie Asia Pacific names Cheryl Goh and Dheeraj Sinha jury heads
Grab and McCann leaders to steer Apac’s top marketing awards in 2026
SINGAPORE: The spotlight at the 2026 Effie Asia Pacific Awards will shine not just on the region’s most effective campaigns, but also on two of its most seasoned marketing leaders. Effie Asia Pacific has appointed Cheryl Goh of Grab and Dheeraj Sinha of McCann India as its first pair of heads of jury, tasking them with leading the charge in judging the year’s most impactful work.
Grab Group head of marketing, sustainability, loyalty and support Cheryl Goh, has been part of the ride-hailing giant’s journey since its early days. As a founding team member, she has helped shape Grab into one of Southeast Asia’s most recognised technology brands. Today, she oversees marketing across the company’s ecosystem, spanning product, communications and growth, while also steering sustainability initiatives and customer experience operations.
Unusually for a global marketing chief, Goh also carries direct commercial responsibility, overseeing the full profit and loss of Grab’s loyalty programmes. It is a rare blend of brand-building finesse and operational rigour. A long-time advocate of marketing effectiveness, she is no stranger to the Effie jury room.
“I am deeply honoured to be appointed as a Head of Jury,” Goh said. “The Effies represent creativity that delivers real impact. In a world shaped by AI, platforms and constantly evolving customer journeys, the balance between imagination and measurable results has never mattered more.”
Joining her is, McCann India chief executive officer and one of the most prominent voices in Indian consumer culture Dheeraj Sinha. Over the years, he has worked with brands including PepsiCo, Uber, Spotify, Amazon, KFC and Mahindra, translating sharp cultural insight into sustained business growth.
Beyond the boardroom, Sinha is an author, podcast host and current president of the Advertising Club of India. A regular speaker at Cannes Lions and frequent juror at global competitions, he brings both creative instinct and strategic discipline to the role.
“The Effies are the gold standard for effectiveness,” Sinha said. “We are at a moment where creativity, data and technology are converging to unlock new dimensions of growth. I look forward to celebrating ideas that inspire and prove the commercial power of creativity.”
The Apac Effie Awards pride themselves on recognising work that works. Their rigorous judging process has earned them a reputation as the global benchmark for marketing effectiveness.
With the final entry deadline set for 9 March, the clock is ticking for brands hoping to impress this year’s jury. Under the guidance of Goh and Sinha, only ideas that marry imagination with impact are likely to take home the silverware.
