Mumbai: Ormax Media recently launched Ormax Mpact, a Brand Lift measurement tool that helps brands, agencies & platforms evaluate the effectiveness of brand integrations, sponsorships and innovations executed by them, using third-party research.
Ormax Mpact has done a case study: Mountain Dew featuring Salman Khan and Hrithik Roshan. This case study, for the new Mountain Dew commercial launched during ICC Champions Trophy 2025.
The research was conducted in the week following the ICC Champions Trophy 2025, with a sample size of 200 audiences of the tournament who have seen the ad (called the group), and 200 audiences of the tournament who have not seen the ad (called the group), in Maharashtra, Uttar Pradesh & West Bengal. The gender and age composition of both the groups was homogenous, i.e., 65% men and 35% women, and 70% in the 18-30 yrs. age group and 30% in the 31-45 yrs. age group.
Did the ad boost the awareness for Mountain Dew?: Ormax Mpact reports awareness at three levels. is % audiences who mentioned the brand as the first one, when asked about brands in a specific product category (Soft drinks in thie case). is % audiences who mentioned the brand (not necessarily first) without any prompts, when asked to name brands in the product category. is % audiences who recognised the brand, either spontaneously or on being prompted with the brand’s name.
Total Awareness question is asked as a masked question, i.e., it is asked for a long list of brands in the category, so that the audience is not aware at any stage that the research is being conducted for a specific brand (Mountain Dew in this case). It is possible that someone who has seen the ad (Exposed group) is not aware of the brand, as the question on to classify audiences in Control and Exposed groups uses a masked (de-branded) image, with the brand name and symbols hidden.
There is a significant difference in the Top Of Mind (TOM) and Spontaneous Awareness for Mountain Dew between the Control and the Exposed groups. With pre-existing high Total Awareness (92%) for the brand, there was no significant increase on this parameter.
Brand Funnel: The Brand Funnel section of an Ormax Mpact report looks at three parameters, which are progressively difficult to achieve. has been defined above. is % audiences who indicates that they would actively consider the brand (Top 2 Boxes) for purchase or use, when evaluating options in a specific product category (Mutual Funds in this case). is % audiences who expressed a clear likelihood to purchase or use a brand (Top Box) in their next purchase or use in the product category.
There is a statistically significant increase at both Consideration and Intent levels of the Brand Funnel for Mountain Dew, highlighting that the ad has performed very well.
Imagery Associations: In this section, upto five brand imagery statements are cued to both the Control and the Exposed groups, to measure the % match between the statements and the brand (Mountain Dew in this case), to identify image attributes, if any, that saw a statistically significant increase in association in the Exposed group. This is the only question in the entire Ormax Mpact questionnaire where the brand being researched is directly revealed to the survey respondents, without any competitive or masked list. For that reason, this is also the last question in the questionnaire.
Mountain Dew saw an increase in association in two statements, related to adventure and taste, in the Exposed group. Improvement in imagery associations can be difficult to achieve, especially for established brands. In that context, the Mountain Dew ad has performed very well, to manage a signigficant increase on two key image attributes.
Ad Measures: The Ad/Campaign Measures section of an Ormax Mpact report is based on data collected only from audiences exposed to the ad. This section reports two parameters for a study of the type conducted for Mountain Dew, i.e., .
For Brand Recognition, Exposed group audiences asked to identify the brand to which the integration belongs, from a long list of brands in the category. As can be seen in the chart below, 67% selected Mountain Dew, which is a strong result. Ormax Mpact said that it aims to constantly build benchmarks on Campaign Measures that will help users of the tool compare their scores to normative data relevant to their context, such as ad format, leader vs. challenger brand, celebrity vs. non-celebrity ad, etc.
Those who recall seeing the integration are also asked to select the brand that they can associate with the brand message or tagline ‘Darr Ke Aage Jeet Hai’ in this case). At 89%, the ad performs exceptionally well on this parameter, which is also reflective of the strength of the brand message established over the years.
