MAM
Vandana Katoch launches creative agency ‘Clayground’
MUMBAI: Former DDB Mudra Delhi creative director Vandana Katoch has formally announced the launch of her creative agency – Clayground.
She had quit DDB Mudra in April to start her own venture, and had started the Delhi based agency a couple of months ago. The name, Clayground, Katoch said, is a toss-up between the words ‘clay‘ and ‘playground‘ – in other words, substance mixed with fun.
“After over 15 years in the industry I was still enjoying every bit of it. The idea of starting something of my own was brewing in my head for a while, but in i‘ll-do-it-one-day kind of way. Then an opportunity presented itself and I decided to take the plunge. The idea is to bring together like-minded people and create communication that is insightful and engaging,” Katoch told Indiantelevision.com.
She said that Clayground is a place where the process of creation is playful, while at the heart of it there is something solid. “For me, creativity begins with a truth or an insight and then one plays with it and enjoys the process. If either is missing, the work doesn‘t tick,” she added.
Katoch, who started alone, has a team of four people now.
Clayground is handling Jaypee Group as first client. Katoch has been working on the Jaypee account for six years now, over two agencies. “One fine day, I got a call from the client asking if I had thought ofturning entrepreneur. I felt honoured when Jaypee gave me the opportunity to start up by offering to be my first client. Clayground is on the roster of Jaypee Group‘s ad agencies. We look forward to doing projects across its different verticals,” Katoch said.
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.
