MAM
KENT RO sets CSR emerging trend by buying AquaKredits
Mumbai: Art of Living an international humanitarian organisation led by Gurudev Sri Sri Ravi Shankar ji, announced its latest initiative to solicit corporate social responsibility (CSR) of qualified companies by investing in AquaKredits – water credits. This strategic move is a part of the organisation’s broader commitment to sustainable business practices and responsible water management. KENT RO, manufacturer of water purifiers and home appliances, has pioneered this initiative by buying AquaKredits under its CSR.
AquaKredits issued by AqVerium, the world’s digital water bank, is an innovative approach to assessing and valuing water quality. AquaKredits are issued based on a stringent water audit, verification & validation of impact data and other evaluating factors. Each Art of Living was non-profit to onboard all its water conservation projects on AqVerium, which went through stringent verification and validation of the reported impact basis on which AquaKredits were issued. In the first phase, AqVerium has issued 467,054 AquaKredits for creating an additional 46, 70, 54,025 litres through recharge pits. Each AquaKredit represents 1000 litres of water saved, conserved or harvested.
Water scarcity is a critical global issue, and businesses play a crucial role in addressing this challenge. In line with KENT RO’s dedication to environmental stewardship, the company has proactively engaged in purchasing AquaKredits under its CSR obligations.
KENT RO Chairman Mahesh Gupta commented on the initiative, saying, “At KENT RO we recognize the importance of sustainable water management in preserving our environment and supporting communities. Our decision to invest in AquaKredits is a testament to our commitment to responsible business practices and corporate social responsibility. Through our CSR we are actively contributing to the conservation and sustainable use of this precious resource.”
Art of Living Social Projects Chairman Prasanna Prabhu said, “We are very excited with this pioneering and benevolent gesture by Shri Mahesh Gupta ji, which opens a whole new vista to qualified corporates to participate in sustainable Water Management through the purchase of AquaKredits – Water Credits under CSR. Our partnership with AqVerium, founded by Dr. Subramanya Kusnur, New Waterman of India, is a testament to providing complete transparency to donors powered with a data scientific tool of the impact achieved through AquaKredits. These AquaKredits, bought at Rs 100 each, not only are representative of the cost involved in conserving water but also the genuine intent, effort and commitment of all stakeholders which is priceless.”
AqVerium provides a platform for all stakeholders to demonstrate their commitment to water sustainability and stewardship by incentivising good behaviour with AquaKredits which can be offset to balance water deficit or bought by qualified corporates under CSR.
Speaking on the occasion, Architect of CSR law and widely acclaimed as the Father of CSR in India (ex-IAS) Dr Bhaskar Chatterjee said “It is a very momentous occasion as we celebrate 10 years of CSR in India and what better to have AquaKredit as an effective tool for impact assessment and measurement for water sustainability. Water is core to sustainability and human life and investing in AquaKredits qualifies for CSR under The Companies Act 2013, section 135, schedule 7, Item 4. It also aligns with the United Nations Sustainable Development Goals, particularly Goal 6: Clean Water and Sanitation. I take this opportunity to invite corporates to emulate this pioneering partnership between Art of Living, Kent RO and AqVerium and exemplify their commitment to water sustainability.“
MAM
Miq partners with Happydemics for India ad effectiveness push
Programmatic leader teams up with measurement platform to link media spend to real brand impact.
MUMBAI: Miq just found its perfect match because when programmatic muscle meets consumer sentiment, even the data starts blushing. Miq, a global programmatic leader, has announced a strategic marketing partnership with Happydemics, the global ad effectiveness and brand measurement platform. The collaboration in the Indian market aims to bridge the gap between real consumer sentiment and data-led media decisions.
As media planning grows more complex in 2026, brands are seeking deeper understanding beyond traditional performance metrics, especially for emerging channels like CTV. The partnership combines Miq India’s advanced media intelligence and activation capabilities with Happydemics’ consumer-centric measurement solutions.
This enables advertisers to connect media delivery to shifts in brand perception across key metrics such as familiarity, consideration and preference in a consistent and comparable way. By integrating feedback from exposed audiences, brands can better understand true campaign effectiveness and refine strategies in real time.
After conducting 48 key measurements using Happydemics, Miq was found to consistently outperform ad recall performance and overall impact score, landing in the top 10 per cent of industry benchmarks.
Miq chief commercial officer India Varun Mohan said, “Impactful measurement is at the core of how brands evaluate success today. This collaboration adds another layer of credibility and transparency to campaign evaluation.”
Happydemics chief marketing officer Virginie Chesnais added, “By combining MiQ India’s media expertise with our cross-channel brand lift solution, we can optimise brand outcomes and drive full-funnel growth at scale.”
The partnership builds on existing global collaborations between MiQ and Happydemics in France, the United Kingdom, Canada and now Southeast Asia. The India focus will support advertisers navigating evolving consumer behaviours while enabling the exchange of best practices across markets.
In a world drowning in metrics, MiQ and Happydemics are reminding brands that the real ROI isn’t just in clicks, it’s in the hearts and minds that actually remember your name.
