Carat India Wins Waaree Energies Media Mandate
Carat, the media agency from dentsu India, has been awarded the television media mandate for Waaree Energies Limited, India’s largest manufacturer of solar PV modules with the largest aggregate installed capacity of 12 GW, as of June 30, 2023 (Source: CRISIL Report), with the aim to amplify its brand presence.
As per the mandate, Carat – the media agency from dentsu India, will oversee the brand’s television media across India exclusively. They will also support in strategizing and planning other traditional media and buying for print, radio, and digital. Furthermore, OOH (Out-of-home) will be executed by Posterscope, the OOH specialist agency from dentsu India. Carat aims to enhance the brand’s visibility across diverse media channels through its data-driven capabilities. We believe the agency is poised to develop innovative campaigns that resonate with the target audience, and aims to solidify Waaree Energies Limited’s position as a renewable energy brand in the market.
The collaboration between Waaree Energies Limited and Carat exemplifies dentsu’s dedication to advancing sustainability. We believe that this collaboration will underscore the network’s commitment to fostering environmentally conscious solutions and driving positive change toward a more sustainable future.
According to Nilesh Malani, Chief Marketing Officer, Waaree Energies Limited, “Selection of Carat as our media partner is a choice intended to amplify our brand’s impact and to contribute towards promotion of sustainable advancements in India. We have confidence in Carat India’s ability to create imaginative and visually appealing campaigns that will help us connect with our target audience, thereby reinforcing our commitment to expediting the clean energy transition in India and facilitating positive transformations for a more environmentally friendly future.”
Commenting on the partnership, Anita Kotwani, CEO, Media, South Asia, dentsu, said, “It is an absolute privilege and honour to join hands with Waaree Energies Limited and contribute to their growth journey in India. This partnership marks a pivotal moment, where our expertise and dedication merge with Waaree Energies Limited’s vision and ambition. Together, we believe that we are poised to achieve milestones and drive growth, emphasizing our commitment to delivering quality in every aspect of our collaboration.”
Sanchayeeta Verma, CEO, Carat India, expressed enthusiasm, stating, “Waaree Energies Limited is one of India’s largest manufacturer of solar PV modules and a global player. We believe that it has an important role towards India’s net zero goals. At Carat, we are deeply committed to this as it is a vital priority in dentsu’s Business to Business to Society B2B2S goals. Moreover, we believe that our expertise will be pivotal in realizing Waaree Energies Limited’s vision: delivering cost-effective sustainable energy solutions across the market. We are extremely delighted to come on board as ‘Partners on Record’ of Waaree Energies Limited.”
The collaboration between Waaree Energies Limited and Carat India, a dentsu company, underscores Waaree Energies Limited’s commitment to advancing sustainability and contributing towards a cleaner future.
Magnite Partners with Scope3 to Enhance Advertising Sustainability
The biggest independent sell-side ad provider in the world, Magnite, has announced a partnership with Scope3 to provide carbon emissions data across Magnite’s massive omnichannel inventory. As a result, advertisers will be able to evaluate their carbon emissions and match the success of their campaigns with their sustainability objectives.
Magnite will provide Green Media Products (GMPs) powered by Scope3 data as part of the cooperation. Advertisers and media purchasers can quickly find supply routes that naturally exclude climate risk (high carbon) inventory thanks to GMPs. To precisely measure carbon emissions from digital advertising, Scope3 developed and still employs the most detailed and all-encompassing emissions data model in the industry.
Here’s what they said
Sean Buckley, Chief Revenue Officer at Magnite said that with this partnership, the company is looking to minimize its environmental impact as the largest independent SSP. Furthermore, they are wanting to help their clients to do the same.
Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future. Digital advertising is inherently an energy-intensive business given the high level of data processing required. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy efficient practices while also improving advertising outcomes.
Brenda Tuohig, Chief Commercial Officer at Scope3 stated,
The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact. Our partnership represents yet another key building block in our mission to achieve a decarbonized ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.
Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands commented
Sustainability is a priority for IPG Mediabrands, and we strive to ensure our clients are investing their media budgets in the most efficient and green paths to premium supply. We have long worked with Magnite on SPO to reduce unnecessary duplication and waste. We welcome the addition of Scope3 data across Magnite’s inventory as it provides another layer of transparency and accountability.
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