MAM
It ‘Can’t Get More Italian’ than Del Monte’s latest TVC campaign
MUMBAI: Del Monte, a leading brand known for its premium and high quality food products, is launching a new communication campaign focused on its range of gourmet Italian offerings – Olive oil, Dried Pasta & Pasta Sauces, Table Olives – with the tagline ‘Can’t Get More Italian’.
In a category where authenticity and provenance matters, the campaign seeks to clearly establish that one can’t get more real and authentic than Del Monte as it sources its products from heritage, family run producers in Italy and is the only player that offers an extensive range that enables consumers to enjoy great Italian at home.
It strives to do so through a main thematic TVC that showcases the hard work and care put into preparing its Italian range. The spot shows a happy-go-lucky montage of Italians fetching fresh ingredients and creating products with the delicious and original taste of Italy for consumers in India.
“We aim to showcase the unique flavours of our wide range of authentic Italian products with this campaign. We, as a brand, intend to start a conversation with our consumers about our products through this campaign,” says Yogesh Bellani, Chief Executive Officer, Del Monte.
The ‘Can’t Get More Italian’ campaign will be further amplified across digital platforms and out-of-home (OOH) activations, successfully establishing that Del Monte as the “Go-to partner for authentic Italian cuisine at home”.
“Del Monte’s Italian range has a strong authentic product story that made creating the marketing communication a delight. We’ve seen the source story before but the challenge was to give that a fresh spin. The tonality held the key. We kept it fun and quirky, in line with the tastes of the young families the brand was talking to. At a time when young Indians are constantly experimenting with food, I’m sure this authentic option is something they’ll love.” Nikhil George, Creative Director, Orchard India
Del Monte stands tall as the category leader in the imported pasta and table olives category and amongst the best in the olive oil section. Del Monte is the only brand that offers Indians such a wide range of Italian products.
Feel the Italian vibe and relish its taste by giving this campaign an eye and indulging in the Del Monte Italian range, right after.
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.
