MAM
IPG Mediabrands India launches ‘Media Responsibility Index’
Mumbai: IPG Mediabrands, the media holding company within Interpublic Group (NYSE: IPG) has unveiled its inaugural Media Responsibility Index (MRI) in India, marking a significant milestone in India’s media landscape by championing responsible media practices. Collaboratively compiled by IPG Mediabrands and its intelligence arm, MAGNA, the MRI aims to elevate awareness and set a higher industry standard for safety in advertising for both brands and consumers. It serves as a guiding resource for marketers, allowing them to prioritise brand and consumer safety in their investment decisions across diverse media platforms.
IPG Mediabrands India chief investment officer Hema Malik commented, “The MRI India is a testament to our commitment to responsible media practices in India. Our MRI report propels responsible media practices to the forefront of India’s media landscape, providing brands and marketers with essential tools to navigate the media terrain conscientiously. It reaffirms our dedication to ethical advertising, safety, and shared responsibility in media. While we take pride in Indian media companies leading in Safety and corporate responsibility, the MRI also underscores the imperative for Digital Platforms to elevate their efforts in Data Ethics. It highlights that while Indian media excels in several areas, there’s room to advance Sustainability and Diversity, Equity, and Inclusion, further progressing responsible media practices in our country.”
The MRI India evaluates media platforms across four crucial environmental, social, and governance (ESG) aligned priorities: safety, inclusivity, sustainability, and data ethics. This comprehensive approach equips brands to make discerning investment decisions, with consideration for brand and consumer safety in media strategies. The survey encompasses an extensive questionnaire containing over 200 questions, covering key principles such as promote respect, children’s wellbeing, misinformation, and data collection & use, providing a deep-dive analysis of each platform’s performance within these domains.
The response from media platforms is a weighted index of all 10 principles across four priorities: safety, inclusivity, sustainability and data ethics. The index reflects the platforms’ position in the priority areas. Broadcast platforms surveyed cover close to 70 per cent of television Adex in India.
Key findings specific to the Indian media landscape include:
1. Broadcast and digital platforms excel in safety: Both Broadcast and Digital platforms exhibit consistency in safety with robust processes aligned with industry ethics and standards.
2. Broadcasters face sustainability gap: Foundational sustainability efforts are needed from Broadcast platforms through measuring emissions, ESG frameworks and making public commitments on net zero goals. Digital is a mixed bag, some platforms have plans to improve energy efficiency and mitigate greenwashing.
3. Inclusivity metrics highlight opportunity for growth: DE&I efforts need to be stepped up in broadcast and digital. Significant opportunity exists in enhanced measurement and statistical validation.
4. Digital platforms urged to prioritise data ethics: Digital platforms are encouraged to bolster efforts in data ethics, in alignment with the Digital Personal Data Protection regulation.
IPG Mediabrands APAC director, standards and investment product Harrison Boys said, “MRI India heralds a new era in media responsibility. It underscores the importance of putting safety, inclusivity, sustainability, and data ethics at the forefront of media strategies. Notably, the MRI showcases how Indian broadcasters excel in Safety, setting industry benchmarks. Furthermore, India’s substantial commitment to CSR projects mandated by the CSR Law aligns perfectly with the UN Sustainable Development Goals, demonstrating a unique opportunity for responsible media practices on a global scale. It is noted, however, that there is a significant opportunity in Sustainability, as well as ensuring Data Ethics practices are class leading in recognition of the regulation.”
In an era where brands and consumers emphasise ESG criteria, the MRI emerges as an invaluable annual resource to support these objectives and champion higher media standards. It advocates for responsibility in media, mitigating concerns surrounding the societal impact of media and misinformation.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
