MAM
Katrina Kaif is leading brand ambassador: Ormax Media
Mumbai: Ormax Media, the media research and consulting firm, has conducted a recall study on celebrity-brand association. As per the study, Bollywood actress Katrina Kaif is the most powerful celebrity endorser, at least amongst five top celebrities.
The study was conducted to measure the brand association of Salman Khan, Kareena Kapoor, Katrina Kaif, MS Dhoni and Sachin Tendulkar with the various brands they endorse.
Ormax Media plans to cover other celebrity endorsers such as Shahrukh Khan, Akshay Kumar, Priyanka Chopra and Virat Kohli in the next wave of the celebrity association track.
For the study, 13 brand-celebrity combinations crossed an association score of 15. The score is a measure of the strength of the association. Katrina Kaif takes three out of the top four slots, with Slice being a clear leader followed by Lux and Veet for the Bollywood actress. Salman Khan has only one brand- Wheel making the cut, though Ormax Media believes this is because Salman remains a very selective endorser and most of his endorsements started only recently.
Kareena Kapoor has association score of 23 and 21 for Limca and Head & Shoulders respectively. She also scores 15+ for endorsing Boroplus. Dhoni has found place in the top 13 brand-celebrity association for Pepsi, Lays and Aircel while Tendulkar occupies two positions for Boost and Pepsi.
| Brand | Celebrity | Association Score |
| Slice | Katrina Kaif | 45 |
| Boost | Sachin Tendulkar | 32 |
| Lux | Katrina Kaif | 28 |
| Veet | Katrina Kaif | 25 |
| Pepsi | MS Dhoni | 23 |
| Limca | Kareena Kapoor | 23 |
| Head & Shoulders | Kareena Kapoor | 21 |
| Lays | MS Dhoni | 21 |
| Pepsi | Sachin Tendulkar | 18 |
| Aircel | MS Dhoni | 17 |
| Boroplus | Kareena Kapoor | 16 |
| Olay | Katrina Kaif | 16 |
| Wheel | Salman Khan | 16 |
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
