MAM
upGrad Jeet launches #JeetKeSahiMaayane campaign
Mumbai: upGrad Jeet, a subsidiary of uGrad, has launched its latest campaign called #JeetKeSahiMaayane that puts government jobs as an opportunity for the youth of India.
upGrad Jeet’s vision was manifested into this film by Orcomm Advertising, a full-service agency, that recently bagged the agency of record for the brand.
“Our focus has always been at delivering quality content to our learners that in turn, helps the aspirants realise their dream of getting a government job, and we realise that we are not just helping individuals but also laying the foundation for the nation as these next-gen government employees will take the nation forward through their different roles and responsibilities,” said upGrad Jeet chief executive officer Ritesh Raushan.
The ad film takes the case of four individuals (men and women) who burn the midnight oil, overcome countless obstacles to crack these examinations and instead of going with the popular perception work towards the welfare of the people. They are firm in their resolution to be the voice of people, help the needy, stand for the right and make their country a better place.
“We understand the hunger that drives emerging towns and cities of India, having been their voice for more than a decade now,” said Orcomm Advertising chief executive officer Kavita Koserwal. “#JeetKeSahiMaayne brings out that spirit, the zeal unfazed by prejudices, barriers, or lack of facilities. Our message to these young aspirants is simple but stirring – believe in your power and purpose to achieve your dreams not only for yourself but also for our India.”
Brands
Amazon inks $30m carbon credit deal with Indian rice farmers
Methane-cutting farming push links climate goals with farmer income
NEW DELHI: Amazon has signed a $30 million agreement to purchase carbon credits generated by Indian rice farmers, marking one of the largest agriculture-linked carbon deals in the country to date and signalling a shift in how corporates approach climate action.
The agreement is being executed through the Good Rice Alliance, a collaboration between Bayer, GenZero, and Shell Nature-Based Solutions, backed by Singapore’s Temasek. Rather than dealing directly with individual farmers, Amazon is tapping into this alliance to scale the programme efficiently.
At the heart of the initiative is a relatively simple shift in farming practice known as Alternate Wetting and Drying. Traditionally, rice paddies remain flooded, creating oxygen-free conditions that produce methane, a greenhouse gas far more potent than carbon dioxide. Under the new method, fields are periodically allowed to dry, disrupting methane formation while maintaining crop yields.
The benefits go beyond emissions. The approach significantly reduces water usage, a crucial advantage in regions already facing water stress. For farmers, it also opens up a new income stream. By adopting climate-friendly techniques, they earn carbon credits that can be sold to companies like Amazon, effectively turning sustainability into a revenue opportunity.
The current phase of the project covers more than 13,000 smallholder farmers across roughly 35,000 hectares. Amazon expects the initiative to offset about 685,000 metric tonnes of carbon dioxide equivalent emissions, offering a measurable contribution to its broader climate commitments.
The deal is notable not just for its scale but for its direction. While many companies have historically focused on forestry or renewable energy offsets, this move highlights growing interest in agriculture-based solutions that tackle methane emissions directly. It also reflects the increasing sophistication of carbon markets, where even small, decentralised farms can be integrated into global climate strategies.
For India, the implications are significant. As the world’s largest rice producer and one of the biggest methane emitters, scaling such models could play a meaningful role in meeting climate targets while supporting rural livelihoods.
For Amazon, the message is clear. Climate action is no longer just about reducing emissions within operations. It is also about reshaping supply chains and ecosystems. And in this case, the path to net zero runs straight through the paddy fields.
