Brands
Beyond Appliances’s latest campaign takes the duct out of India’s chimney debate
New campaign pitches ductless chimneys as lifestyle upgrades, not renovations
BENGALURU: Beyond Appliances has launched a new advertising campaign aimed at dismantling one of the most stubborn barriers in India’s kitchen appliance market: chimney installation.
Titled Engineered to delight, the campaign shifts the category conversation away from suction power and steel bulk towards convenience, flexibility and design. At its centre is the company’s plug-and-play chimney, which it bills as India’s first ductless solution designed to work straight out of the box.
Chimney adoption in India has long been hampered by invasive installation. Conventional models require ducting, core cutting and irreversible structural changes: an ordeal that can stretch across days and often clashes with modular kitchens, premium interiors and open-plan layouts. The result has been hesitation, delay or outright avoidance, despite growing demand for cleaner cooking environments.
Beyond Appliances is positioning its ductless chimney as a direct fix to that friction. The product eliminates the need for ducting and professional installation while promising high suction, low noise and a contemporary profile suited to modern homes. By removing what it sees as the category’s biggest pain point, the company wants to turn chimneys from renovation commitments into plug-in lifestyle upgrades.
The new ad film brings this idea to life through a slice-of-life setup. Set at a house party in an open kitchen, a guest notices a sleek chimney, but no duct. She searches cabinets and corners, puzzled. The reveal is simple and deliberate: there is no duct to find. The humour does the heavy lifting, allowing the product’s proposition to land without technical jargon.
“For too long, Indian consumers have been told that inconvenience is the price of upgrading their kitchens,” said Beyond Appliances founder and CEO Eshwar K Vikas. “We believe technology should adapt to people, not the other way around. This campaign is about setting a new standard where performance, design and ease coexist.”
Founded in 2024, the Bengaluru-based company sees itself as part of a broader shift towards smart, intuitive kitchens, where appliances are modular, reversible and ready to use, rather than structural decisions locked in for decades.
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.
