Brands
Dentsu Webchutney, Chakra Tea redefine tea-breaks with Chai-Fi
MUMBAI: Currently, India is the second most populated country of workers in the world wherein people toil for 16-17 hours a day to make ends meet. Away from their families, friends and social circle, these workers lead a hard life with no joy or happiness. Consequently, the tiring nature of their work barely leaves them with any time to enjoy anything else in their lives.
Chakra Tea, a popular brand from central India has addressed the issue and brings up an initiative called Chai-Fi, by adding ‘wi-fi’ to their lives.
As part of the initiative, Chakra Tea along with Dentsu Webchutney, has conseptualised an innovative tea-kettle that is now being distributed at tea stalls popular with the workers. As the kettle is heated to make tea, it also generates wi-fi that is then made available to workers for free. They use the free wi-fi to connect to their favourite videos, music, movies, sports, news shows and even family members.
Dentsu Webchutney co-founder and chief creative officer Sudesh Samaria said, “Tea is such an integral part of our lives that it is difficult to think of it in a new light. Our team identified an opportunity in the tea-breaks and made these breaks even more refreshing by creating a tea-kettle that generates wi-fi when heated. We call it Chai-Fi.”
Chakra Tea MD Priyank Khandelwal,“The category is dominated by big names. For brands like us to stand out, innovation is critical. Chai-Fi is one such innovation. It brings joy in people’s lives while opening up a world of possibilities.”
Dentsu Webchutney chief creative technologist Gurbaksh Singh said,“Right technology can solve all our problems, big or small. Chai-Fi is a simple yet innovative idea that combines the trend of free wi-fi with human desire of information and entertainment.”
Chai-Fi holds the promise of bringing more people to the internet while serving as a model for more such innovations.
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.
