Brands
Elver goes full toss with #ElverXI and cricketer collabs to launch Neo Buds with a bang
MUMBAI: Elver has swung for the fences.
The electronics upstart has launched its latest campaign, #ElverXI, and it’s pulling in cricketers faster than a T20 powerplay. With its first proudly ‘Make in India’ product—the Neo Buds—now in play, Elver is scoring big with both tech buffs and die-hard cricket fans.
The Mumbai-based brand unveiled the campaign on 15 April, teaming up with a full-blown squad of cricketers including Vijay Shankar, Shashank Singh, Naman Dhir, Ashutosh Sharma, Shahrukh Khan, Abhinav Manohar, Swapnil Singh, Sandeep Sharma, Vaibhav Arora and Arshin Kulkarni.
Each player, much like each Elver product feature, brings something special to the table—or in this case, the pitch.
The result? A cheeky, cricket-themed showcase of gadgets that are slicker than a Ravindra Jadeja run-out.
The idea behind #ElverXI is simple: every cricketer becomes the face of a unique product feature, from active noise cancellation (ANC) to long battery life.
Elver cleverly aligns sports performance with tech finesse—because let’s face it, if your earbuds can survive a net session with Ashutosh Sharma, they can probably handle your Monday Zoom calls.
Speaking of Sharma, the brand’s first campaign video stars the man himself. It’s a tongue-in-cheek tribute to the classic ‘Sharma Ji ka ladka’ trope—except this one isn’t cracking IIT entrance papers, he’s cracking sixes. And with the Neo Buds’ ANC Mode, he’s shown dodging distractions like bouncers—both on and off the pitch. Sharma’s recent breakout performance makes him the perfect poster boy for this audio-powered, cricket-mad campaign.
Elver’s Neo Buds are no slouch in the spec department either. With 13mm drivers, IPX4-rated sweat resistance, and a whopping 100 hours of standby battery life, these aren’t just budget earbuds—they’re match-winners in their own right.
Commenting on the campaign, Elver brand manager Harsh Bhandari said, “We’re excited to bring this campaign to life through cricket, a sport that unites millions in India. It’s a perfect opportunity for fans to connect with both the essence of the game and our brand’s milestones, including the launch of our first ‘Make in India’ product, Neo Buds.”
Running until the end of May, #ElverXI will continue to bowl over audiences across social media, complete with contests, giveaways, and a shot at becoming the 11th player in Elver’s digital dream team. Fans can flex their trivia, comment game, and meme skills to win exclusive merch and products.
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.
