Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
Brands
De Beers & GJEPC partner JioStar to promote diamonds in cricket broadcasts
New JioStar tie-up blends sport and style as diamonds shine on and off pitch
MUMBAI: De Beers Group has teamed up with the Gem & Jewellery Export Promotion Council to bring natural diamonds into India’s cricket broadcasts, marking an unusual crossover between sport and sparkle.
The collaboration, in association with JioStar, will see women anchors adorned with natural diamond jewellery throughout the cricketing season, adding a premium visual layer to studio coverage. From statement necklaces to cocktail rings and stacked bracelets, the idea is to place diamonds squarely in the spotlight of one of India’s most-watched formats.
In a first, the broadcast will also feature a weekly segment titled ‘Real Diamonds of the Week’, celebrating standout cricketing performances while drawing a parallel with the rarity and resilience associated with natural diamonds.
Beyond the studio, the campaign leans into a broader cultural shift. Cricketers Abhishek Sharma and Suryakumar Yadav front the initiative, reflecting a growing acceptance of diamonds as a form of everyday self-expression, including among men.
“India is reimagining its relationship with natural diamonds, and our partnership with JioStar is a celebration of that evolution,” said De Beers Group SVP Shweta Harit. She added that, much like cricket, natural diamonds represent something earned, enduring and rare, now increasingly tied to personal identity rather than just milestone occasions.
Echoing the sentiment, Gem & Jewellery Export Promotion Council chairman Kirit Bhansali said India is fast evolving from a manufacturing hub into a major consumer market for diamond jewellery. He noted that with India already the world’s second-largest diamond jewellery market and projected to reach Rs 1,500 billion by 2030, the cricket broadcast offers a powerful platform to connect with younger audiences.
The partnership also underscores a wider ambition within the industry to reposition natural diamonds as relevant, contemporary and woven into everyday culture.
From pitch-side drama to studio style, diamonds are stepping off the pedestal and into the mainstream, proving they can play the long game as well as any seasoned cricketer.
