MAM
eBay awards creative duties to Law & Kenneth
MUMBAI: Law & Kenneth has bagged the eBay India’s creative mandate.
eBay‘s annual media spends are estimated to be Rs 300 million.
The agency‘s Mumbai office will handle the business.
Wieden + Kennedy is the incumbent agency on the account.
Confirming the news to indiantelevision.com, Law & Kenneth chief executive officer and managing partner Anil Nair said: “We are extremely excited at having won the eBay creative duties and look forward to partnering with the brand.”
eBay India chief marketing officer Kashyap Vadapalli said, “Law & Kenneth impressed us with its understanding of the eBay brand, e-commerce insights, as well as the strong brands they have helped build.”
In the past, eBay has taken the traditional as well as online route for advertising. In 2007, eBay launched its first TV campaign, consisting of three 20-second commercials along the concept of ‘shop smart‘ through eBay India. These TV commercials were created by RMG Connect, the direct marketing arm of JWT.
In 2008, eBay used print, outdoor and radio media to expand its market. eBay‘s second TV campaign was released in December 2009 and the ad films comprising this campaign highlighted different offerings that eBay could deliver upon, such as discounts, safe payments, and a wide variety of products.
Around April 2011, eBay launched its ‘IPL Battle of the Fans‘ Facebook App. eBay also ran an IPL microsite to sell cricketing related merchandise and collectibles.
In October last year, eBay and Nokia India jointly introduced the eBay India Nokia App that allows shoppers access the website through their mobile phones while on-the-move.
Brands
Amazon inks $30m carbon credit deal with Indian rice farmers
Methane-cutting farming push links climate goals with farmer income
NEW DELHI: Amazon has signed a $30 million agreement to purchase carbon credits generated by Indian rice farmers, marking one of the largest agriculture-linked carbon deals in the country to date and signalling a shift in how corporates approach climate action.
The agreement is being executed through the Good Rice Alliance, a collaboration between Bayer, GenZero, and Shell Nature-Based Solutions, backed by Singapore’s Temasek. Rather than dealing directly with individual farmers, Amazon is tapping into this alliance to scale the programme efficiently.
At the heart of the initiative is a relatively simple shift in farming practice known as Alternate Wetting and Drying. Traditionally, rice paddies remain flooded, creating oxygen-free conditions that produce methane, a greenhouse gas far more potent than carbon dioxide. Under the new method, fields are periodically allowed to dry, disrupting methane formation while maintaining crop yields.
The benefits go beyond emissions. The approach significantly reduces water usage, a crucial advantage in regions already facing water stress. For farmers, it also opens up a new income stream. By adopting climate-friendly techniques, they earn carbon credits that can be sold to companies like Amazon, effectively turning sustainability into a revenue opportunity.
The current phase of the project covers more than 13,000 smallholder farmers across roughly 35,000 hectares. Amazon expects the initiative to offset about 685,000 metric tonnes of carbon dioxide equivalent emissions, offering a measurable contribution to its broader climate commitments.
The deal is notable not just for its scale but for its direction. While many companies have historically focused on forestry or renewable energy offsets, this move highlights growing interest in agriculture-based solutions that tackle methane emissions directly. It also reflects the increasing sophistication of carbon markets, where even small, decentralised farms can be integrated into global climate strategies.
For India, the implications are significant. As the world’s largest rice producer and one of the biggest methane emitters, scaling such models could play a meaningful role in meeting climate targets while supporting rural livelihoods.
For Amazon, the message is clear. Climate action is no longer just about reducing emissions within operations. It is also about reshaping supply chains and ecosystems. And in this case, the path to net zero runs straight through the paddy fields.
