The initiative aims to create a centralised repository of data to help brands and media platforms understand what works best in terms of audience engagement and brand lift, said Shailesh Kapoor, CEO, Ormax Media.
“This tool is essentially our vision for building a robust data repository over time, analysing how these kinds of associations work—whether with sports properties like the IPL and its teams, reality shows, print innovations, or TV channels,” he said, adding, “Many brands, especially on news channels, are moving beyond conventional advertising to explore integrations and advertiser-funded programs.”
The growing complexity of media, the rise of non-traditional advertising, and influencer-driven marketing have created a demand for deeper analytics. Unlike conventional brand lift studies, which are scattered across agencies, Ormax Mpact aims to aggregate data across industries to establish category benchmarks.
With over 8,000 brand collaborations executed annually in India across various media platforms, the tool will collect data from brand campaigns, sponsorships, and integrations, such as IPL sponsorships, and reality show tie-ups.Research will be conducted through audience surveys, analysing brand performance in different target groups, with a focus on measuring effectiveness. “Many brands already engage in this, launching campaigns or marketing innovations and seeking to understand their impact on brand measures and metrics. However, with different agencies conducting various brand lift surveys, there is no centralised data repository or collective understanding of case studies and benchmarks built over time,” he noted.
According to Kapoor, Ormax Mpact integrates its deep media insights with large-scale research. Instead of one-off brand lift studies, it aims to build macro-level media intelligence over time.
The product is available on a commissioned basis, where brands or platforms can pay for custom research. The goal is to conduct 100-150 projects in the first year, with an initial market focus on the IPL ecosystem.
“Pricing is kept affordable to encourage adoption by both big and small brands,” said Kapoor.
