Brands
Innovation-led consumer activations keep kabaddi enthusiasts hooked
MUMBAI: While the action on the mat gripped the entire nation, Vivo Pro Kabaddi Season 5 also innovatively engaged with its fans, off the mat. In line with the vision of making kabaddi an accessible and engaging sport for everyone, the league organised a host of appealing marketing activations for kabaddi enthusiasts across the country.
‘Team Up – Lift the Cup’ was the mantra for fans, as they took up the Pull Room Challenge, getting first-hand taste of Le Panga. The challenge — which is under way till 28 October — involved a replica of the Vivo Pro Kabaddi Season 5 trophy placed inside a locked chamber which could only be opened when a team of seven individuals, just like in a kabaddi team, attempt to unlock it. Placed in multiple locations across Mumbai and Bangalore, the activation saw scores of kabaddi enthusiasts trying to strategise and come up with innovative ways to accomplish the seemingly difficult task.
Meanwhile, in Bangalore, the league also partnered with 30 pubs to ensure a wholesome and enjoyable kabaddi experience for fans as they unwind their day with an action-packed evening of kabaddi with their friends. These included kabaddi screenings and branding for the Vivo Pro Kabaddi across all 30 locations.
Vivo Pro Kabaddi also tied up exclusively with one of Mumbai’s oldest and most visited mandal, Girgaoncha Raja on the occasion of Ganesh Chaturthi. This included creating a special VIP room, organising engagement activities and the showstopper- installation of Ganesha playing Kabaddi apart from other branding initiatives. This was accompanied with 20 more Ganesh Mandal tie ups in a total of six cities.
The path-breaking campaign was conceptualised and managed by The Brand Brewery – a leading experiential marketing agency. TBB came up with this classic campaign to bust myths like kabaddi places more emphasis on brawn than brain and reiterate instead that the sport is a combination of strategy, teamwork and athleticism.
The campaign also went viral on social media and scored high on the popularity meter.
Link to the Video: Star Sports Pull Room Challenge
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.
