MAM
Smytten Pulse and Dabur partner for data-driven product development
Mumbai: Smytten Pulse, an AI-led consumer research and insights platform, partnered with Dabur to provide targeted insights. The platform’s consumer research solutions helped Dabur refine its product and market strategy through efficient and extensive consumer research.
Dabur, a consumer goods company, aimed to enhance one of its new product offerings by evaluating consumer feedback in a niche market segment. Through its collaboration with Smytten Pulse, Dabur effectively reached and assessed its market via an authentic respondent base, resulting in high-quality data across product, concept, and communication testing. This enabled data-driven decisions for their new product line.
Using Smytten, an Indian product discovery and trial platform, Smytten Pulse focused on an audience segment that aligned with Dabur’s key demographics. The technology of Smytten Pulse facilitated effective surveying, analysis, and the creation of business recommendations regarding product usage, formulation, and packaging. The consumer feedback and recommendations from the research team supported Dabur in developing marketing strategies for their product line.
Dabur CMI head Vinay Virwani stated on the partnership, “We piloted with Smytten for getting to a niche TG – which they were able to accurately recruit based on their databank of purchase history. This collaboration with Smytten Pulse gave us rich and sharp insights based on actual behaviour – a sharp contrast to traditional claim-based market research methodologies. Their platform has the unique ability of intent base targeting of consumers which allows for more real-life, authentic responses. Beyond the excellent technology, their focus on driving value through sharp insights has solidified our trust in their capabilities. We look forward to them as a vital partner in our journey to market excellence.”
Smytten and Smytten Pulse co-founder Siddhartha Nangia added, “It’s been a rewarding experience to work with Dabur, a brand that sets the standard in the consumer goods industry. As a trusted partner in the brand’s journey towards market excellence, we look forward to strengthening our partnership, driving innovation, and achieving remarkable success together.”
The methodology provided insights into market gaps, consumer preferences, and product performance. By using an agile approach to deliver insights quickly, Smytten Pulse helped Dabur make informed decisions in a competitive market. Smytten Pulse’s strength lies in consolidating marketing activities on one platform, enabling brands and marketers to navigate the market with reliable and cost-effective solutions. The platform offers a range of research solutions, from product testing to communication analysis, enhancing the understanding of consumer behaviors and perceptions.
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.
