Campaign India Team
Aug 08, 2023

Leo Burnett partners with AqVerium to give brands 'water sustainability score'

The Kempegowda International Airport (Bengaluru) is the first brand to get the score

Leo Burnett partners with AqVerium to give brands 'water sustainability score'
Leo Burnett has partnered with AqVerium, a digital water bank by AquaKraft Group Ventures, to create a 'water sustainability score' for brands.
 
This comes at a time when brands are looking towards sustainability to fight climate change. Through this score, Leo Burnett and AqVerium want organisations to ensure efficient, equitable and sustainable allocation of water as a resource.
 
 
The report card for brands talks about how water is sourced, used, wasted or recycled in the entire process of creating a product. A score between 1-100 is then given to a brand based on this. This initiative not only rates, but also helps brands with end-to-end solutions that help them offset their score and take stronger actions to become more water positive. This score is re-evaluated annually.
Much like compliance logos such as the 'cruelty free', 'certified vegan', 'fairtrade', 'energy rating' and the 'recyclable symbol', this score can be displayed on the product, packaging and other corporate material through a unique symbol.
 
The first brand to partner on this venture is the Kempegowda International Airport (Bengaluru) which is all set to be a recognised as a pioneer in its commitment towards water sustainability and stewardship.

Rajdeepak Das, CEO and CCO, Leo Burnett South Asia and chairperson, creative council, Publicis Groupe India, said, “At Burnett we believe that creativity’s true power is in solving real problems of the world. The water crisis is already upon us and by adopting the Water Sustainability Score - a first of its kind report card on how water positive a brand really is can bring transparency and accountability in the indiscriminate use of water. This is not just an initiative but a true humankind idea which has the potential to impact a billion by helping save one of the most important resources for earth – ‘water’ and take us forward to a water positive future.”
 
Subramanya Kusnur, chairperson and CEO, AquaKraft Group Ventures, said, “The water crisis is real and needs immediate action. A lot has been spoken about climate with water clearly missing the narrative. We are thrilled to have partnered with Leo Burnett – an agency which is known for its impactful work on sustainability to not only amplify this message but take timely action towards this crisis. We already have mapped out water positive practices and getting brands to pledge towards the ‘Water Sustainability Score’ can be a game changer in water preservation. To this effect, we have onboarded Bangalore International Airport on AqVerium and verified and validated the Water Audit report provided to us.  We are happy to present the first 'Water Sustainability Score', recognising and incentivising the water positivity of organisations, along with their commitment to sustainability. ”
 
Source:
Campaign India