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
Good Monk taps Arshdeep Singh for preventive health campaign
Campaign promotes Healthy 50+ nutrition with focus on elderly care and daily habits.
MUMBAI: If fitness had a scoreboard, this one would be playing the long game. Bengaluru-based preventive healthcare brand Good Monk has roped in Indian cricketer Arshdeep Singh for its latest campaign, placing the spotlight firmly on a segment often overlooked in India’s wellness boom, the 50+ age group. The initiative positions preventive nutrition not as a future fix, but as a daily discipline, much like the sport its ambassador represents.
At the heart of the campaign is Good Monk Healthy 50+, a product designed to address evolving nutritional needs of adults over 50. Built on the brand’s patented Invisi-Nutri Blend Technology, the formulation blends essential vitamins, minerals and amino acids into everyday meals without altering taste, a quiet intervention aimed at supporting energy levels, bone health and immunity.
The campaign film leans into a relatable emotional insight: the growing concern among younger Indians about their ageing parents’ health. Instead of dramatic health scares, it takes a slice-of-life approach, nudging audiences to rethink everyday nutrition and adopt small, consistent habits that compound over time.
Arshdeep Singh’s association aligns neatly with this narrative. Known for discipline and steady performance on the field, he mirrors the campaign’s central message—long-term results are built on everyday consistency. His personal emphasis on family adds another layer, making the messaging less about products and more about responsibility.
The move comes as India’s healthcare conversation shifts from treatment to prevention. While much of the market has focused on fitness and lifestyle products for younger consumers, Good Monk is carving a niche by addressing the nutritional gaps of older adults, a segment with rising health awareness but limited targeted solutions.
Founded under Superfoods Valley, the brand has been building a portfolio of science-backed, sprinkle-on nutrition products aimed at integrating seamlessly into daily meals. Its growing presence across urban and semi-urban markets reflects a demand for convenience-led health solutions that do not disrupt food habits.
With distribution across its direct platform and e-commerce marketplaces such as Amazon and Flipkart, Good Monk is now doubling down on awareness as much as accessibility. The Arshdeep-led campaign signals a broader push not just to sell a product, but to reframe preventive healthcare as a shared family priority.
Because in this innings, the real win is not just longevity, it’s how well you play it.
