MAM
Streaming low for a higher cause Brookfield rewrites Earth Day playbook
MUMBAI: Who says sustainability can’t stream with style? In a clever twist on Earth Day campaigning, Brookfield Properties has launched a purpose-led sustainability initiative titled ‘Powered by Purpose’, anchored around what it proudly calls “the least impactful video ever.”
But don’t be fooled by the pixel count. The low-resolution digital film deliberately blurred and bare-bones isn’t a creative misstep, it’s a bold call to rethink our high-definition habits. With Earth Day 2025’s global theme “Our Planet. Our Power” as inspiration, the campaign nudges viewers to question the environmental cost of digital binging and embrace mindful streaming.
“The video is symbolic and represents a much deeper commitment. The real impact lies in the work we do every day across our campuses, within our communities, and through our long-term focus on renewable energy and climate-positive development. Powered by Purpose reflects how we build, operate, and contribute to a more sustainable future” said Brookfield Properties in India Executive Vice President and Head of Marketing and Key Account Management Reema Kundnani.
And the company’s boots-on-ground action speaks louder than even 4K video. As part of the six-week campaign, Brookfield will plant over 5,000 native trees in Bengaluru and Delhi-NCR, adding to the success of its earlier Forest of Hope project. That initiative, which saw more than 3,000 trees take root, is estimated to sequester 1,500 tonnes of CO₂ and produce 2,700 plus tonnes of oxygen annually.
Brookfield’s green track record already includes some eye-catching numbers. 40 per cent of Delhi-NCR’s energy needs are now powered by renewable sources, thanks to the company’s Bikaner Solar Power Project. 1.5 million plus sq. ft. of green cover has been cultivated across Indian campuses. 20,000 plus metric tonnes of CO₂ eliminated annually, the equivalent of removing 4,300 cars from the road
With an ambitious roadmap in place, the firm aims to power 100 per cent of its India portfolio with clean energy by 2027, and achieve net-zero emissions by 2040, if not earlier.
This Earth Day, Brookfield is not just planting trees, it’s planting ideas. Through ‘Powered by Purpose’, the real estate giant hopes to drive a larger cultural shift toward sustainability, proving that even the smallest resolution can lead to a powerful ripple effect.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
