New Delhi, August 08, 2023. Leo Burnett, in collaboration with AqVerium, the pioneering Digital Water Bank by AquaKraft Group Ventures, has taken a significant step towards sustainable development by addressing the crucial issue of water scarcity and its role in adapting to climate change.
Recognizing water as a finite and irreplaceable resource, Leo Burnett and AqVerium have introduced a groundbreaking initiative known as the Water Sustainability Score. This innovative scoring system, which evaluates brands on a scale of 1 to 100, sheds light on their water usage practices throughout the entire product creation process. From sourcing and usage to waste management and recycling, the Water Sustainability Score provides a comprehensive assessment of a brand's commitment to efficient and responsible water allocation.
Unlike traditional certifications that focus on product attributes, the Water Sustainability Score delves into the intricate details of a brand's water management efforts.
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 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.”
Similar to well-known compliance logos such as Cruelty-Free, Certified Vegan, Fairtrade, and Energy Rating Label, this new symbol represents a brand's dedication to water positivity. Brands spanning diverse industries, from FMCG and lifestyle to electronics, construction, and even airlines, can proudly display this symbol on their products, packaging, and corporate materials.
The inaugural partnership between Leo Burnett, AqVerium, and the Bangalore International Airport Limited marks a significant milestone in the journey towards water sustainability. As the first brand to align with the Water Sustainability Score, the Bangalore International Airport Limited is poised to become a trailblazer in demonstrating commitment to water stewardship.
Speaking about the joint initiative, Dr. Subramanya Kusnur, Chairman & CEO of 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 Limited on AqVerium and verified & validated the Water Audit report provided to us. We are happy to present the first “Water Sustainability Score”, recognising & incentivising the water positivity of organisations, along with their commitment to sustainability. ”
The unveiling of the Water Sustainability Score took place during the launch of AQUAFLUENCE – a pioneering Center of Influence for Water Sustainability on July 25, 2023. This landmark event, graced by Hon’ble Shri Gajendra Singh Shekhawat ji – Minister for Jal Shakti, Government of India, showcased the collaborative efforts of Leo Burnett, AqVerium, and AquaKraft Group Ventures, along with the esteemed Institute of Chemical Technology. Through this initiative, Leo Burnett and AqVerium are driving transformative change by encouraging transparency, accountability, and responsible water use among brands worldwide.
In his keynote address the Hon’ble Minister Shekhawat ji said “It is very heartening to see Bangalore International Airport Limited’s water sustainability program have voluntarily onboarded themselves on AquaKraft’sAqVerium which shows commitment towards corporate water stewardship. The Water Sustainability Score is an innovative way of branding sustainability and will build a healthy competition amongst corporates in water stewardship.”
