Sports
Ormax Media launches Trac20 for IPL 2026 ad effectiveness
New syndicated study tracks sponsorship and ad impact weekly with 16,500 plus sample, real-time diagnostics for brands.
MUMBAI: IPL advertising just got a real-time scoreboard because when brands spend crores on cricket’s biggest stage, waiting for the final whistle to check ROI is no longer in play. Ormax Media has unveiled Ormax Trac20, a comprehensive syndicated research solution built specifically for brands sponsoring or advertising during IPL 2026. Launched on 24 February 2026, it is positioned as India’s largest-ever syndicated study on sponsorship and advertising effectiveness, delivering actionable insights throughout the tournament rather than just a post-season report card.
With a total sample exceeding 16,500 across its modules, Trac20 combines two core frameworks: a weekly ad-tracking module that monitors key metrics brand noticeability, creative cut-through, sponsorship recall, and consideration shifts and Ormax Mpact, a proprietary three-stage brand lift model covering pre-season baselines, mid-season diagnostics, and post-season evaluation.
The tool addresses a pressing marketer pain point: IPL remains India’s most powerful and competitive media platform, but high spends, clutter, and fragmented viewing (linear TV plus digital) make it hard to know what’s working while the tournament is live. Trac20 provides weekly reporting and mid-season checkpoints so brands can optimise media weights, creative rotations, sponsorship activations, and overall strategy in real time.
Ormax Media founder & CEO Shailesh Kapoor said, “IPL is the biggest advertising stage in India, but it is also expensive and highly cluttered. Ormax Trac20 is going to be India’s largest research on ad and sponsorship effectiveness of all time. It will help IPL sponsors and advertisers measure better, benchmark smarter, and optimise faster.”
Designed for franchise sponsors, thematic partners, large FCT buys, and digital spends alike, the study aims to help both established sponsors and new category entrants gain sharper ROI accountability in a high-stakes environment.
In a season where every six can shift brand fortunes, Trac20 gives marketers a live tracker turning guesswork into game plan and helping every rupee hit the boundary instead of vanishing into the stands.
Sports
Kaacon Sethi retires as CMO of Dainik Bhaskar Group after 12 years
Led brand, content and revenue innovation across media, sports and entertainment.
MUMBAI: After nearly a dozen years of shaping narratives and building brands, Kaacon Sethi is signing off from the marketing playbook at least for now. The long-time chief marketing officer at Dainik Bhaskar Group has stepped down, bringing to a close a 12-year stint that saw her steer the organisation through evolving media and revenue landscapes.
During her tenure, Sethi worked at the intersection of advertising, content and commerce collaborating closely with advertisers to craft client solutions and develop content-led offerings that went beyond traditional formats. Her role increasingly focused on aligning editorial strengths with brand objectives, unlocking new revenue streams in a media ecosystem undergoing rapid transformation.
Her journey at Bhaskar, she noted, was among the most defining phases of her career, one that allowed her to build, experiment and contribute across marketing, branded content and business strategy. From strengthening market presence to driving newer initiatives such as “Urban Bharat”, her work reflected a broader shift in how media organisations approach audience engagement and monetisation.
Sethi also highlighted the collaborative environment within the organisation, describing it as a space where ideas were tested, debated and pursued with conviction, an approach that helped shape several of the group’s marketing and content innovations over the years.
With experience spanning media, entertainment and sports marketing, her exit marks the end of a significant chapter not just for her but also for the organisation’s evolving marketing strategy.
For now, Sethi plans to take a short break before moving on to the next phase of her career. If the past 12 years are any indication, the pause may be brief but the impact is likely to linger longer.
