The greenwashing campaign will educate consumers to ask critical questions around sustainability claims, the decoding of eco-labels

e4m Staff Feb 26, 2026 3:15 PM

Once a language of purpose, sustainability messaging now tests credibility, as agencies navigate the delicate balance between impact and impression, purpose and perception

Soumya Gawri Nov 3, 2025 9:34 AM

Ad land experts say while purpose-driven campaigns are being shaped more by storytelling than by strategy, there is need for sustainability to be at the heart of any responsible business

Soumya Gawri Jun 24, 2025 12:55 PM

The campaign was recently called out by Cannes juror and ad critic Polina Zabrodskaya for being an example of 'performative greenwashing'

e4m Staff Jun 23, 2025 2:12 PM

Manufacturers and service providers are required to substantiate environmental claims with credible evidence

e4m Staff Oct 17, 2024 1:08 PM

Guest Column: Ashiish V Patil shares his take on brand purpose and the responsibility that comes with it

Ashiish V Patil Oct 8, 2024 8:54 AM

Arvind Nair, Vice President, Mirum India, writes on the new ASCI guidelines on greenwashing in advertisements

Arvind Nair Feb 6, 2024 11:48 AM

Effective February 15, 2024, these guidelines aim to ensure that environmental claims made by advertisers are reliable, verifiable, and transparent

e4m Staff Jan 18, 2024 8:58 AM

With the rise of a new breed of environmentally conscious consumers, brands have been indulging in 'greenwashing.' In the light of this, ASCI's new guidelines are the need of the hour, say experts

Tanzila Shaikh Nov 21, 2023 9:10 AM