Brands
Win a place on the sets of the first IKEA India commercial
MUMBAI: IKEA, the Swedish home furnishings company, today announced a contest in which the winners will experience behind-the-scenes of its first TV commercial to be shot in Bangkok. IKEA is ready to launch its first store in India in Hyderabad soon to be followed by Mumbai in 2019. The contest is open till May 10, 2018 for IKEA Family members (loyalty program of IKEA) in Hyderabad and Mumbai. Two members who get the maximum number of people from Mumbai and Hyderabad to join IKEA Family between 3-10 May, will be chosen winners. The three-day trip to Bangkok will include behind-the-scenes on the sets of IKEA India’s first ever TV commercial where winners will also meet IKEA’s interior designers, a day of sight-seeing with family and a visit to the IKEA store in Bangkok to experience IKEA solutions even before the store opens in India.
“The IKEA Family members have been eagerly waiting for the store launch. During our interactions with them, they spoke of their enthusiasm to get a feel and touch of the IKEA experience beyond the Hej Home, our experience centre in Hyderabad. We thought the contest was great way to give this feel and touch experience,” said Neha Jindal, Country IKEA Loyalty Manager, IKEA India.
MRM McCann is the agency behind the contest while Dentsu is the creative agency behind the commercial.
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.
