Brands
Lux cozies up to Varun
MUMBAU: Lux has yet again created a buzz in the innerwear category by signing on Bollywood star Varun Dhawan, the heartthrob of Young India, as its new brand ambassador for Lux Cozi.
Lux Industries is known for its innovative and customer-demand driven product offerings, manufacturing more than 100 products across 12 major brands.
Lux Industries senior vice-president – operations and strategy Saket Todi said, “With fresh zeal and perspective, Lux has a structured plan of reaching out to the youth fraternity focusing on ideas in sync with the brand attributes. Lux Cozi is one of the most popular and the largest market share holder in the economy to the mid-segment of men’s innerwear..”
On signing on Varun, Todi elaborated, “Over the years, Varun has carved a niche in the minds of the film buffs and critics alike. His style and fashion sense makes him endearing to all sections of the audience cutting across age groups, especially the youth.”
Lux senior VP Udit Todi said, “A significant section of young audience connects with Varun and we believe will work in favour with our strategy to reach out to the youth of this country.”
Dhawan said, “I really liked the vibe of the ad campaign when I met with the creative team.”
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.
