Brands
Mercedes-Benz India plans to expand its retail footprint with pop-up stores to connect with the youth
MUMBAI: In a bid to attract more customers and create brand consumerism, Mercedes-Benz India is coming up with 7 retail pop-up stores. One of which has already been inaugurated in Lower Parel in Mumbai, there are 6 more stores which will be opened in Delhi-NCR, Bangalore, Pune, Hyderabad, Chennai and Goa.
For the year 2016, with the brand philosophy ‘Winning with Mercedes-Benz’, the company is reaching closer and making its presence felt to its esteemed and discerning customers. The idea is to win the heart and the mind of consumers based on these innovative initiatives to create more awareness, brand recall and connect with consumers on an interpersonal level. The locations of these pop up stores are selected strategically, based on consumer mapping and behavioural patterns.
These pop-up stores will be positioned in places like lounges, pubs, cafes and restaurants to reach out to a larger target audience, this way Mercedes-Benz will be able to reach to youngsters in metros and Tier I markets. These pop-up stores will see sections such as branding and audio-visuals which will enhance consumer interest towards brand Mercedes-Benz. The customers will be able to engross themselves through special Mercedes-Benz applications and merchandise available at these stores.
Roland Folger, Managing Director and CEO, Mercedes-Benz India said, “The pop-up stores will increase our visibility in the market as we plan to tap the young generation through it. This is a novel way to create a brand connect with youngsters who are extremely enthusiastic about cars. We are opening pop-up stores in multiple places to understand the likeability and choices of today’s outgoing generation. This further helps us in expansion of such initiatives that will give a sense of exclusivity to our customers and build a positive affinity towards the brand.”
These innovations will help to compete in a market where traditional luxury norms become lesser relevant day-by-day. The year 2016 has a strong line-up of product launches from Mercedes-Benz including 12 new offerings and 10 new dealership inaugurations across markets. Mercedes-Benz aims at a sustained double digit growth in this year too.
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.
