Brands
Woolmark rewrites the wool narrative as Indian luxury embraces Merino’s year-round appeal
MUMBAI: Woolmark has thrown down a gauntlet to India’s luxury market, partnering with Ajio Luxe and Tata CLiQ Luxury to rebrand Merino wool as a versatile, high-performance fibre for all seasons. The “Merino Reimagined” campaign marks three consecutive years of collaboration with Ajio Luxe and the first partnership with Tata CLiQ Luxury, capturing India’s fast-growing discerning consumer who demands performance, quality, sustainability and style in one package.
The strategy is two-pronged. Ajio Luxe’s “Merino Wool Crafted for Motion” campaign spotlights the fibre’s technical credentials: dynamic breathability, superior moisture management and inherent odour resistance. The message is clear, Merino is for the active, the athleisure-clad, the contemporary consumer who refuses to compromise between performance and elegance.
Tata CLiQ Luxury takes a different angle, emphasising year-round versatility and refined style. Lightweight Merino garments here transcend the outdated notion of wool as purely winter wear. Instead, they become premium, sustainable wardrobe staples designed for India’s variable climate and the discerning shopper who invests wisely.
Woolmark managing director John Roberts, declared the moment decisive. “India’s luxury consumer is highly discerning and increasingly seeks investments that blend performance, quality, sustainability and style,” he said. “By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fibre.”
The partnership reflects a broader reckoning: Merino wool’s time has come. In a market where perception often outpaces reality, Woolmark is betting that India’s luxury shoppers are ready to think differently about wool. If the campaign lands, it could fundamentally reshape how Indian consumers view this ancient fibre.
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.
