By Our Staff
Leo Burnett and AqVerium, a ‘digital water bank’ by AquaKraft Group Ventures, has created a first-of-its-kind Water Sustainability Score.
Much like compliance logos such as the Cruelty-free, Certified Vegan, Fairtrade, Energy Rating Label 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 with Leo Burnett and AqVerium on this venture is the Bangalore International Airport Limited which is all set to be recognised as a pioneer in its commitment towards water sustainability and stewardship.
Speaking about this initiative Rajdeepak Das, CEO & CCO Leo Burnett South Asia and Chairman, 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 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 the earth – ‘water’ and take us forward to a water-positive future.”
Added Dr Subramanya Kusnur, Chairman & CEO of AquaKraft Group Ventures: “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 that 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 Limited on AqVerium and verified & 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.”