Brands
DECATHLON to lead pan-India cleanup drive across 19 states on 20 September
Mumbai: DECATHLON is set to launch its 5th annual cleanup drive on World Cleanup Day in collaboration with the World Cleanup Day organisation. This year, DECATHLON is organising a series of impactful cleanups across 19 states. Activities will include beach cleanups, hike plogging, playground cleanups, lake cleanups, and forest cleanups. The initiative aims to surpass last year’s success, where over 6,800 participants collected 55,223 kgs of litter. This year, more than 10,000 participants are expected.
In addition to cleaning efforts, DECATHLON will conduct physical training sessions on waste segregation and composting. These sessions will be hosted in collaboration with expert vendor partners who will recycle waste or direct it towards energy recovery.
DECATHLON India sustainability leader Annie George emphasised the brand’s commitment to environmental conservation, stating, “Our commitment to sustainability goes beyond promoting sports and active lifestyles. Through our participation in World Cleanup Day, we aim to inspire communities across the country to take action for a cleaner environment. By integrating clean-up activities with cycling, hiking, and more, we offer a unique experience for our customers to engage with the idea that ‘the world is our playground’—a space that we all share and have a responsibility to protect.”
DECATHLON has partnered with renowned organisations like World Wildlife Fund, Plastic Fischer, and various non-profits to amplify the initiative’s reach and impact. By joining forces, these partnerships aim to address waste management challenges while raising awareness about the importance of environmental preservation for future generations.
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.
