Brands
Emami ropes in Katrina Kaif as the face of ‘Mantra’ spice range
Mumbai: Emami Group’s branded food arm, Emami Agrotech, on Thursday announced onboarding Bollywood actress Katrina Kaif as brand ambassador for its spice range, ‘Emami Healthy & Tasty Mantra Masala.’
Mantra’s collaboration with Kaif is expected to reach out to audiences across age groups with ever-changing taste preferences across Indian geographies.
The brand has also drawn up aggressive marketing plans for Mantra and a target to reach around 25 lakh outlets (both direct and indirect) by the next three years, revealed Emami Group director Jayant Goenka.
Speaking of this partnership, Goenka said, “We are extremely elated to be associated with Katrina Kaif, one of the leading and vibrant actors in Indian cinema. We believe that she is a perfect fit for Mantra Masala as her credibility, hard work, and commitment resonate with the values of our brand. We do believe that her popularity and huge fan following will help us connect better with our consumers across the country and make Mantra a preferred choice of spice brand.”
Speaking about this association, the brand ambassador, Katrina Kaif said, “Emami is a very popular and trusted household name in India, known for its quality and efficacy. I’m glad to be associated with a brand of such stature and am confident the Emami Healthy & Tasty Mantra range of spices will soon become a preferred choice of Indian households as well. I am certain that the audience will love our new campaign as well as the wide range of products that Emami Healthy & Tasty Mantra has to offer.”
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.
