iWorld
Ormax Media launches campaign testing tool Ormax Campaign Express
Mumbai: Media analytics firm Ormax Media announced the launch of Ormax Campaign Express, its campaign testing tool for across theatrical, streaming and television categories. While Ormax Media has been testing campaigns for films and shows for 15 years now, Ormax Campaign Express brings with it the capability to provide results within an express timeframe of just four days, hence providing a much-needed solution to the dynamic landscape of entertainment marketing, where campaigns are often finalized just days before launch, making conventional ad testing approaches infeasible.
The tool forecasts key business metrics for each category, i.e., first-day box office for films, first-weekend viewership for OTT shows, and first-week viewership for television. Combined with asset-level likability and qualitative feedback on campaign elements, Ormax Campaign Express delivers holistic recommendations to maximise audience delivery for entertainment campaigns.
Ormax Media head – business development (streaming, TV & brands) Keerat Grewal emphasised the significance of Ormax Campaign Express, stating: “Despite the acknowledged need for it, campaign testing is sparingly used in the Indian entertainment industry due to a critical constraint – insufficient time for testing. Ormax Campaign Express acknowledges this challenge by providing our business partners with results and action points within a timeframe of just four days.”
Ormax Media head – business development (theatrical) Sanket Kulkarni highlighted the tool’s potential impact on theatrical releases, stating: “In times of content clutter, reduced attention spans and discerning audience behaviour, a good trailer is more important than ever before. The first reaction of the audience to the teaser or the trailer typically sets the level at which the film will open. All secondary assets can only have an incremental impact of not more than 10-15% at best. With Ormax Campaign Express, we can now deliver results of trailer testing, as well as evaluation of trailer options, in line with the industry’s requirement of quick decision-making.”
Ormax Media head – content & campaign testing Mitesh Thakkar spoke about the company’s rich experience in campaign testing, stating: “With over a decade of experience in testing 100+ campaigns across domains, we have developed robust metrics and benchmarks to test campaigns of new films, OTT shows and TV shows. With Ormax Campaign Express, we hope to make this expertise available to those business partners who have not been able to use it earlier because of constraints of time.”
Ormax Campaign Express is now available for use to all film studios, production houses, OTT platforms and TV channels.
iWorld
Samay Raina confirms return of India’s Got Latent after controversy
Still Alive mixes humour and reflection as comedian revisits 2025 row
MUMBAI: Samay Raina has signalled a possible return of his controversial show India’s Got Latent, using his latest stand-up special Still Alive to address the past and hint at what lies ahead.
Released on YouTube, the special marks Raina’s most candid take yet on the backlash that forced the show off air in 2025. While much of the performance leans on humour, it also dips into more reflective territory, offering a glimpse into the emotional toll of the controversy.
Recounting the fallout, YouTube comedian samay raina said, “We were both extremely unsettled. How would we navigate this? It was terrifying. We were lost as to what was happening.” He also spoke about a moment involving fellow comedian Balraj Ghai’s family, describing it as overwhelming and difficult to process.
The personal impact of the episode came through most strongly when Raina spoke about his family. He admitted he struggled to even answer a call from his mother during the crisis. YouTube comedian samay raina said, “I hesitated to answer her call and show my tear-streaked face. How would she react? My mom is unaware of anything except how to love.”
Amid the introspection, Raina also dropped a clear hint about the future of his show. While he believes the first season ended on a high note, he confirmed that he intends to revive it. YouTube comedian samay raina said, “I will bring back the show because it used to be fun making it.”
The original run of India’s Got Latent had been pulled down following widespread criticism and legal scrutiny over controversial remarks that went viral, prompting debates around content boundaries in India’s digital entertainment space. Raina later removed episodes and issued an apology, stepping back from major releases for a period.
His return now appears more measured, blending humour with reflection and signalling a creative reset. He also hinted that the next iteration of the show could be more raw and unfiltered, though details remain under wraps.
For fans, the takeaway is simple. The show that sparked both laughter and debate may be gearing up for a second act, with Raina ready to test the limits once again, this time with a sharper sense of where the lines lie.
