Brands
Kangana walks ramp for Birla’s new Liva Creme
MUMBAI: Liva Crème, the new age fabric from the Aditya Birla Group, has been launched by Aditya Birla Group chairman Kumar Mangalam Birla.
Birla stated, “The ecosystem of our LAPF partners has resulted in also placing India on the global map. We are now a preferred sourcing destination of viscose based products. This is truly in the spirit of the ‘Make in India’ initiative of the prime minister”.
“Liva’s end-to-end ecosystem of a high quality product, continuous innovation, the LAPF network and aspiration created by communication and brand engagement is a great case study in consumer focus,” added Birla.
Birla introduced the next innovation – Liva Crème fabric. Embedded in it is the core promise of Liva. Coupled with it are the enhanced features of luxurious fineness and softness. In spawning Liva Crème, he, complimented the LAPF partners who he said have embellished the product with their experience and expertise.
The event was launched amidst a lot of fanfare and glitterati with Bollywood actress and Liva Crème brand ambassador Kangana Ranaut walking the ramp. Liva Crème fabric – a new variant of Liva fabric – offers consumers the luxurious soft feel which is fluid and natural.
The fashion show had modeled exclusive Spring Summer ’17 collections of Allen Solly, Van Heusen Shoppers Stop, Biba and Pantaloons made in Liva Crème fabric.
“Liva Crème fabric has all the attributes of Liva fabric while offering the added benefit of luxurious soft feel. The fabric has found tremendous response from women consumers, as per a research conducted in Mumbai and Delhi. The proposition of luxurious softness has been crafted basis their feedback”, said Pulp & Fibre business director Dilip Gaur.
“Overall, the designer associations with leading brands to create Liva Crème collection, a stunning campaign with Kangana Ranaut and premium point of sale communications will all work towards positioning Liva Crème as a premium brand in the minds of consumers,” added Birla Cellulose CMO Rajeev Gopal.
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.
