MAM
Unacademy elevates Karan Shroff to partner
Mumbai: Learning platform Unacademy has elevated its chief marketing officer (CMO) Karan Shroff to the position of partner at the company. Shroff is the first partner named by Unacademy in recognition of his exemplary contribution in helping build Unacademy into an iconic brand, stated the company.
Making the announcement in an internal note, Unacademy Group, co-founder and CEO, Gaurav Munjal said a partner is a leader who emulates all the characteristics of a co-founder, and in that essence a partner is a co-founder of today.
In his most recent role, Shroff held the position of CMO since September 2020 at Unacademy. He was responsible for all marketing efforts including performance marketing, digital marketing, creative marketing, brand management, ATL campaigns, brand partnerships, media buying, consumer insights, and overall brand positioning. Shroff joined Unacademy in 2019 as vice president, marketing.
Prior to Unacademy, Shroff led brand marketing at Xiaomi India. He has won numerous accolades and has regularly been featured as a top marketer, including being named ‘CMO of the Year’ by World Asia Retail Congress in 2021.
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.
