Brands
Ola Cabs gets aggressive in Kolkata, to add 3,500 new taxi sign-ups
KOLKATA: Indian online car rental aggregator firm Ola Cabs is looking at expanding its operations in Kolkata. The company is planning to increase its driver sign-ups in Kolkata from the current 1,500 to 5,000 in the coming three months, informs Ola Cabs head of strategic initiatives, Puneet Singh Arora.
Ola Cabs has also switched its primary payment gateway to PayU from Zaakpay as the startup competes with Uber and Meru to offer customers the facility of seamless mobile payment transactions.
Arora said that the company does not own the cars but signs-up with the drivers who are the actual owners of the cars. The company operates its services on a revenue sharing model.
It also has an auto-rickshaw rental service in seven cities.
“Nationally, we have over one lakh driver sign-ups, of which 80 per cent are cars including sedans and hatchbacks and the rest 20,000 comprises auto rickshaws,” he said.
Arora said the organised car rental market in India is still at a nascent stage and comprises only 10 per cent of the car rental market.
When asked if the company is considering launching auto-rickshaw rentals in Kolkata or expand to other cities, Arora said, “We consider introducing new services based on the city’s requirements.”
The company is growing by 40 per cent on a month-on-month basis and wishes to retain the momentum, an official said.
The company also announced the extension of its ‘Ola Pragati’ program in Kolkata in association with Shriram Transport Finance Company, SBI and Mahindra Finance.
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.
