MAM
Ormax Media to measure effectiveness of cricket advertising
MUMBAI: In the lead-up to the two big cricketing events, World Cup 2011 and IPL 4, media research and consulting firm Ormax Media has launched its cricket advertising effectiveness research – Day After Cricket (DAC).
DAC is a syndicated cricket advertising effectiveness research, conducted across nine cities, with a sample size of over 15,000 respondents. The research includes two phases – “day-after” tracking during the events and “post-event ad effectiveness research”.
Ormax Media co-founder and director Vispy Doctor said: “Cricket advertising is very cluttered, with more than 100 brands vying for limited consumer attention spans. With huge investments at stake, it becomes important for an advertiser to know if their brand has managed to make an impact, and whether this impact is short-term or long-standing. DAC allows an advertiser to understand if their campaign has delivered on the marketing objectives.”
DAC will take a brand’s performance on various parameters, including ad recall, ad likeability, innovations recall and a series of brand attributes defined as a part of research.
Over 60 brands will be tracked during each of the two events. Data will be reported every alternate day, making the findings directly actionable during the two long events. Subscribers will also get access to post-event analysis, which can be used as inputs into planning for future cricket events.
Ormax Media co-founder and CEO Shailesh Kapoor added: “DAC aims to be the definitive cricket advertising research product in India. It handles every aspect of cricket advertising, including sponsorships and innovations. Very importantly, it isolates the impact of non-cricket advertising, allowing a brand to measure the specific benefits gained from cricket investments. Its model has been tested over several cricket events, including last year’s IPL and the current India-South Africa series. The large scale research aims to be the industry currency on cricket ad effectiveness this year, and the future.”
The study will be available for subscription to advertisers, media planners and broadcasters.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
