Brands
PrettySecrets accelerates growth with Myntra
MUMBAI : Apparel brand PrettySecrets will now be available across Myntra, Filpkart and Jabong. The brand has recently tied up with Myntra to be a part of Myntra’s Brands Accelerator Program.
Last year’s End of reason sale on Myntra saw that PrettySecrets has a month on month growth of over 80 per cent on Myntra. This year PrettySecrets has grown by 110 per cent. It has done sale worth Rs 4 crore in the month of June on Myntra alone.
PrettySecrets’ growth chart over the past one year has had a very positive influence over Myntra which in turn is one of the biggest fashion ecommerce brand. With both the big brands coming in together it definitely makes a win –win situation for both the parties as well as the customers.
PrettySecrets CEO and founder Karan Behal says, “The overall online marketplace distribution channel for PrettySecrets has grown 70 per cent over last year (2017) and has achieved a growth rate of Rs 30 crore which is 1/3rd of the overall brand revenue. This association has already catapulted the brand into the offline space with higher recognition and growth. We hope this association helps in reaching higher heights.”
Myntra head category business and chief strategy officer Ananya Tripathi said, “The vision of the Brand Accelerator program at Myntra and Jabong is to help shape the journey of emerging Indian fashion brands with unique customer proposition and take them to the top 10 national spot in three years.”
“The success and growth trajectory of Pretty Secrets goes on to show the kind of impetus the program offers to brands. We see great potential in the women’s innerwear category in the coming years and will continue to support the brand with deeper consumer insights and marketing support through technology,” he added.
The Myntra Accelerator Program has helped the brand in getting increased visibility through complimentary access to Myntra’s visibility tools such as banners and brand days etc which is promoted to over 50 million unique customers. Myntra and PrettySecrets’ collaborated machine learning tools will help strengthen the customer analytics capabilities and increase sell through rates for PrettySecrets on Myntra’s platform which will help build PrettySecrets’ brand positioning.
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.
