Media agencies
Ormax Media introduces Ormax Mpact to revolutionise brand lift measurement
MUMBAI: Ads are now sneakier than ever—slipping into your favourite reality show, casually making an appearance in blockbuster films, and popping up in places you least expect. But do they actually work? Ormax Mpact is here to find out. This state-of-the-art Brand Lift Measurement tool helps marketers navigate the ad clutter and determine what’s making waves and what’s just white noise.
With India’s advertising space bursting at the seams, Ormax Media has launched this data-driven tool to evaluate and optimise brand partnerships, sponsorships, and advertising innovations. According to Ormax Media’s estimates, more than 8,000 major brand collaborations take place every year across various platforms, including sports sponsorships, reality show integrations, digital brand tie-ups, in-content product placements, and more. Ormax Mpact aims to quantify their effectiveness and ensure brands get the best bang for their buck.
Ormax Mpact employs two sophisticated approaches to measure brand impact:
. Audience vs. non-audience approach: This method compares individuals exposed to a specific media platform (such as a TV channel or digital platform) against those who aren’t, to measure its influence on key brand metrics.
. Exposed vs. control approach: This model evaluates the impact of a particular creative—be it a TV ad, print campaign, or digital ad—by comparing those who have seen it with those who haven’t.
By leveraging Ormax Media’s extensive 16 years of research & analytics and its robust online research panel of 300,000+ media consumers across 1,500+ towns in India, Ormax Mpact delivers rapid, cost-efficient campaign evaluations with quick turnaround times.
Ormax Media founder & CEO Shailesh Kapoor highlighted the evolving nature of advertising, “We live in a time when ads aren’t just TV commercials anymore. Sponsorships, influencer tie-ups, and branded content are the new norm, and they come at a premium cost. With Ormax Mpact, we offer brands and media platforms a structured, data-backed approach to measure and refine their strategies, ensuring every rupee spent translates into real impact.”
Echoing this sentiment, Ormax Media head – business development (TV, streaming & brands), Keerat Grewal added, “From an IPL sponsorship to a Shark Tank collaboration or a film integration like Pushpa 2, Ormax Mpact helps brands quantify their media investments. It also enables platforms—TV channels, AVOD services, print publications, social media—to build case studies that improve the effectiveness of their ad sales strategies.”
Ormax Mpact is priced between Rs 2.5 lakh and Rs 6.5 lakh, depending on the research sample size. Having already built case studies across multiple industries, Ormax Media is targeting a broad spectrum of brands, media agencies, and platforms as potential users.
In an advertising jungle where brands are battling for consumer eyeballs, Ormax Mpact is the ultimate survival tool-helping brands ensure their ad spend doesn’t just fade into the abyss. Because, let’s face it, if your ad spends flops, your brand’s just another tree falling in the forest with no one around to hear it.
Media agencies
Cape May Studios partners with Amagi to unleash global screams with Panic TV and Pánico TV Español
MUMBAI: In a move that marries scares with scalability, Cape May Studios has partnered with cloud-based TV technology firm Amagi to launch two adrenaline-pumping FAST channels: Panic TV and Pánico TV Español. The next-gen media company, known for tapping into fan-fuelled niche communities, has set its sights on global viewers hungry for high-stakes thrills.
Panic TV delivers a mix of action, horror, sci-fi, crime, and mystery curated for millennials and gen z, while Pánico TV Español brings the same punch in Spanish. The channels promise content for those who crave recreational fear, from creature features to paranormal thrillers.
Amagi will handle everything from channel creation and playout to global distribution. The tech firm’s cloud-based FAST solutions will help Cape May Studios break out across north America, latin America, Europe, and beyond, without the weight of traditional broadcast overhead.
“The convergence of genre storytelling and digital streaming has never been more potent”, said Cape May Studios founder & CEO Sachin Gokhale. “With Amagi’s global infrastructure and proven expertise in FAST, we can now scale our content strategy across continents, languages, and platforms — meeting audiences where they are, with the stories they crave”.
Amagi co-founder & CRO Srinivasan KA added, “Cape May Studios is entering the FAST space with a sharp brand identity and an eye on global opportunity. We’re excited to help them bring Panic TV and Pánico TV Español to life through our unique solutions in cloud playout, ad insertion, and seamless distribution to top-tier digital platforms around the world”.
With an imminent rollout on major FAST platforms, Cape May Studios is betting on genre content to become a global mainstay, tapping into both English- and Spanish-speaking markets. As indie studios find new ways to bypass legacy models, the Cape May-Amagi partnership underscores the growing power of cloud-native tech in international broadcasting.
