Brands
Love meets lunges: Puma, Bumble and Hyrox launch singles event
Valentine’s Day workout-meets-dating format for India’s sporty singles
BENGALURU: This Valentine’s Day, love may begin with lunges. Sports brand Puma India has teamed up with dating app Bumble and global fitness race Hyrox to launch a new singles-only fitness event that blends sweat, sport and socialising into one lively format.
The one-day experience will be held on 14 February at Phoenix Marketcity in Bengaluru, bringing together singles aged 21 to 35 for a beginner-friendly Hyrox challenge, followed by a social mixer. The idea is simple: work out first, warm up the conversation later.
Participants will take on a specially designed mini Hyrox course featuring short runs and functional workout stations. The format is meant to be accessible, inclusive and fun, even for those who are new to structured fitness events. The venue will double up as a social playground, where post-workout chats are as important as the finish line.
The collaboration builds on the Puma and Bumble partnership in India that began in 2024, which has focused on creating community-led sporting experiences. By bringing Hyrox into the mix, the brands aim to tap into a growing culture of fitness-driven social connections among young Indians.
For Puma India, the initiative fits neatly into its playbook of using sport as a cultural connector. The brand says Hyrox participation in India has been growing rapidly, with event entries doubling from one race to the next.
Bumble’s internal research also points to a shift in dating habits. Nearly half of singles in India now look for fitness or wellness activities as part of their dating lives, and most say sporty first dates feel more natural and less pressured.
Puma India head of marketing Shreya Sachdev, said the event builds on the brand’s approach of creating culture-led platforms through sport. She added that the collaboration is designed to bring fun, fitness and “matching wavelengths” together in one space.
Bumble chief marketing officer Neela Pal, said people are increasingly looking for real-life connections built around shared interests, with fitness offering easy common ground. She noted that the partnership aims to help singles meet in a way that feels natural, confident and pressure-free.
Hyrox India country head Deepak Raj, said the sport’s appeal lies in its strong sense of community. He added that shared effort often proves to be the best ice-breaker, and the beginner-friendly format is meant to open the doors to a wider audience.
Puma is the official apparel and footwear partner for Hyrox races worldwide, and the two have been working together to grow the sport in India. Since 2024, Puma and Bumble have also hosted several running and fitness-led community events designed to spark social connections beyond the screen.
If this Valentine’s Day experiment works, the path to romance in India may increasingly begin on a running track rather than a dinner table.
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.
