Brands
Tata Salt promotes fitness in women through digital campaign
MUMBAI: Tata Salt Lite has associated with the sixth edition of Colors Pinkathon in Mumbai. The run encourages women to adopt and promote fitness and health while creating awareness for breast cancer, bone health, thyroid disorder and other issues relating to women’s health.
Through the 10 km run, Tata Salt Lite reinstates the importance of taking control of one’s own health and nurturing oneself. As a part of the brand’s association with Colors Pinkathon, Tata has launched its #GoActive campaign through two digital films. The campaigns created by Ogilvy Mumbai inspire every woman, irrespective of her societal and financial status, to commit to an active lifestyle and take up running.
Ogilvy Mumbai senior vice president planning Anirban Roy says, “No matter how you run, where you run, when you run and from what you run, we believe our work will inspire women to adopt an active lifestyle. In an age when most brands struggle to get past her attention wall, it is an honest effort by a brand that has been championing societal health and well-being for decades.”
Tata Chemicals head marketing consumer products business Sagar Boke adds, “The first step in empowerment is taking control of one’s own health and nurturing oneself. By virtue of associating with Pinkathon, Tata Salt Lite seeks to motivate women to run for their health, regardless of what society dictates. Tata Salt Lite, a low sodium salt, is ideal for people who seek an active lifestyle. With the Pinkathon association, we not only hope to strengthen the brand’s health credentials but also create a strong emotional connect with its consumers.”
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.
