MAM
Rayomand J. Patell joins Laqshya Group as group chief creative officer
Mumbai: The Laqshya Group proudly welcomes Rayomand J. Patell as its group chief creative officer. Rayomand’s wealth of experience and innovative mindset will drive creativity, efficacy, and integrated synergies across the Group’s diverse portfolio. Laqshya Group, a renowned independent Indian conglomerate known for its comprehensive Media, Creative, Technology, and Experiences offerings, is on a determined growth path across all verticals.
Rayomand has previously been a creative leader at creatively-led agencies such as SSC&B Lintas (home to India’s first Cannes Gold Lion), Contract Advertising, Havas; and then he plunged into the world of Technology at Idealake. His dream is to create a homegrown Accenture Song or R/GA. In the Laqshya Group, he finds the scale and ambitious thinking needed to fulfil it both within India and abroad.
Laqshya Group Chairman Alok Jalan said, “With Rayomand on board, Laqshya Group is sure to create work that is deeply differentiated and effective across media.”
Rayomand will partner with DigitaLabs CEO Manas Mohan as the arrowhead of the Laqshya Group’s Creative offering. Manas Mohan said, “Clients look very carefully at the creative multiplier for campaigns across media. Rayo’s expertise and experience in combining creativity and brand insights, especially in the digital space, will enable Digitalabs to create unique brands in the marketplace.” DigitaLabs has been making headway with a clutch of new clients across hospitality, architectural products, industrial adhesives, education, government and media.
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.
