MAM
Ormax Media releases research report on Star Plus’ Saathiya
MUMBAI: Ormax Media, the media research and consulting firm, has released a new research report called ‘The Success of Saathiya – Learning for Hindi GECs.‘
The research report is based on a qualitative study conducted by Ormax Media to understand the critical success factors that make Star Plus‘ 7 pm show – Saath Nibhaana… Saathiya – the top-rated Hindi GEC show today.
The research was conducted amongst loyal audiences of Saathiya, in the month of November in Delhi, Indore and Surat.
Ormax Media CEO Shailesh Kapoor said, “Most content research conducted by channels and production houses revolves around their own programs. However, when there is something as remarkably successful as Saathiya, its success deserves to be shared across the industry. We see this report more like a case study. Learnings from this report will interest not just those involved with Saathiya, but everyone who is into developing, producing and marketing Hindi GEC fiction content.”
Kapoor added: “This report is an industry initiative. We understand that it may not make sense for a single channel or production house to commission a study like this. However, a syndicated report allows everyone to benefit from the study, at a nominal cost.”
The report is available for subscription to broadcasters, production houses and advertisers. The subscription package consists of a presentation covering the findings, as well as the videos (DVDs) of the focus group discussions conducted during this research.
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
