MAM
Ormax launches tool to measure brand association effectiveness
MUMBAI: Media research and consulting firm Ormax Media has launched a proprietary model for brand association measurement. The tool, Mpact, measures the strength of association of a brand with a big-ticket, high-impact media property.
With this tool, Ormax claims that brands and media agencies will now be able to test the effectiveness of their association with high-impact properties across media like sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns using this new scientific tool.
Mpact uses consumer data to calculate the Mpact Score which results in a single-number measure of the effectiveness of the association for the brand. This new measurement tool has been developed and tested across more than 50 media associations including Aamir Khan‘s talk show Satyamev Jayate on Star Network channels.
Ormax Media CEO Shailesh Kapoor said, “When an advertiser pays a premium to associate with an impact property such as IPL, KBC or Bigg Boss, takes a false cover on Times Of India, plans a roadblock on a top channel, or associates with a big film such as Ra.One or Bodyguard, it expects returns that go beyond just the day-after recall of the association. Mpact is a simple but powerful method of measuring how effective the association has been for the brand, beyond just a recall score which is extremely transient in nature. In effect, the Mpact score is a surrogate RoI measure of the association.”
MAM
Liqvd Asia wins Woodland digital mandate
Agency to handle social, influencers and storytelling for outdoor lifestyle brand.
MUMBAI: Liqvd Asia just laced up for the long trail because when Woodland wants to trek deeper into digital, it picks a partner that knows how to make every step count. Liqvd Asia, the digital-first marketing agency known for fusing creativity with performance, has been awarded the digital communications mandate for Woodland, adding another marquee lifestyle brand to its growing portfolio.
Under the partnership, Liqvd Asia will lead Woodland’s social media management, influencer collaborations, brand storytelling, platform-first content strategies, campaign narratives and community engagement initiatives. The focus is on strengthening the brand’s digital presence and deepening connections with younger, digitally native audiences while staying true to Woodland’s legacy of rugged outdoor footwear and apparel.
Woodland, head of digital marketing Nikita Malhotra Singh said, “Woodland is more than a brand; it’s a community of explorers and adventurers. We are thrilled to partner with Liqvd Asia to tell our story in more dynamic and interactive ways.”
Liqvd Asia, founder & managing director Arnab Mitra added, “Woodland is a brand with strong emotional recall in India, built on adventure, durability and authenticity. We’re excited to translate that legacy into digital conversations that feel current, engaging and culturally relevant.”
Liqvd Asia business head Monish Sanghavi noted, “With a brand like Woodland, the focus goes beyond managing platforms to shaping how the brand shows up in the digital world. We look forward to building a strong, consistent narrative that deepens connect with loyal consumers and younger audiences alike.”
The mandate comes as Woodland continues to evolve in an increasingly digital landscape, aiming to blend its decades-old recall with fresh, interactive storytelling across social platforms and creator ecosystems.
In a market where heritage brands must keep pace with scroll-speed audiences, Liqvd Asia isn’t just handling Woodland’s digital, it’s helping the brand trek from dusty trails to trending feeds, one authentic post at a time.
