MAM
Ormax introduces celebrity evaluation software
Mumbai: Ormax Media, a media and entertainment consulting firm, has launched syndicated research-based software Celebritix.
Celebritix will allow brands to evaluate and select the best celebrities for endorsements and film tie-ups, based on the fit between the brand and the celebrity, the company said.
At present, the software features 36 celebrities, from Bollywood and cricket. Ormax plans to add up to 10 celebrities to track, based on market trends, box office and cricket performance. The research covers 4,000 respondents every quarter, across 20 attributes, in the target group of 18-44 years, SEC ABC, across Mumbai, Delhi, Bangalore, Ahmedabad and Lucknow.
Celebritix will allow the users to create a brand profile by assigning weights to different attributes that best describe the desired personality of the brand. Based on the brand profile, the software will recommend celebrities that best fit the brand, using a proprietary metric called the OCX (Ormax Celebritix) Score.
The OCX Score can also be used for selection of films for associations, based on the fit between the starcast and the brand. Additionally, subscribers will have access to two other modules – Stars India Loves (SIL) and Box Office Forecast – that will allow them to take informed decisions on film tie-ups.
Ormax Media CEO Shailesh Kapoor said, “While the power of celebrities in influencing a brand‘s image and sales has been well established over years, choosing the ‘right‘ celebrity is critical to realise the real potential of celebrity endorsements and film associations. Celebritix will allow the brand teams to make informed celebrity choices, based on consumer research. For brands who have signed up specific celebrities already, it allows them to look at their profile and identify ways of using them to the best advantage of the brand.”
SIL is Ormax Media‘s monthly star popularity research product running since November 2010. In Box Office Forecast, the users will get an indicative estimate of the likely opening day performance of the film at the domestic box office, based on campaign tracking, category trends and normative data. The forecast will be available up to 12 months before the release of the film.
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
