Ormax Media Introduces a Brand Lift Measurement Tool ahead of IPL

Ormax Media has launched Ormax Mpact, a tool for measuring and analyzing the effectiveness of brand integrations, sponsorships, and product placements across multiple media platforms.

The launch is strategically timed before the Indian Premier League (IPL) 2025, which begins on March 21, to capitalise on sponsorship investments in the cash-rich league. This initiative is a long-term project that will focus on refining and expanding data-driven insights over the next year or two.

According to Shailesh Kapoor, CEO of Ormax Media, the initiative aims to create a centralised data repository to help brands and media platforms understand what works best in terms of audience engagement and brand lift.

"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 explained. He further stated, "Many brands, especially on news channels, are moving beyond conventional advertising to explore integrations and advertiser-funded programs."

The increasing complexity of media, the rise of non-traditional advertising, and influencer-driven marketing have created a demand for more advanced analytics. Unlike traditional brand lift studies, which are spread across multiple agencies, Ormax Mpact aims to aggregate data across industries to establish category benchmarks.

With over 8,000 brand collaborations carried out 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.

Audience surveys will be used to conduct research, with the goal of analyzing brand performance in various target groups and measuring effectiveness.

"Many brands already do this, launching campaigns or marketing innovations and analyzing their impact on brand measures and metrics. However, because different agencies conduct different brand lift surveys, there is no centralised data repository or shared understanding of case studies and benchmarks developed over time," he stated.

According to Kapoor, Ormax Mpact combines its deep media insights with large-scale research. Instead of conducting one-time brand lift studies, it intends to develop macro-level media intelligence over time.

The product is available on a commission basis, which allows brands or platforms to pay for custom research. The goal is to complete 100-150 projects in the first year, with an initial focus on the IPL ecosystem.

"Pricing is kept low to encourage adoption by both large and small brands," Kapoor added.