Last year, we announced the launch of our Brand Lift Measurement tool Ormax Mpact. You can read more about the tool here. Since then, the tool has been deployed for several projects across categories, helping us build robust benchmarks on marketing ROI using a credible, third-party brand lift measurement approach. Links to some of the Ormax Mpact case studies published by us are given at the end of this article.

Ormax Mpact is being deployed on more than 30 brands associated with the 2026 edition of the Indian Premier League (IPL), as a part of our syndicated offering called Ormax Trac20. In this case study, we showcase the impact of cricket sponsorship on brand metrics, using the example of three brands that invested in the recently-concluded ICC T20 Men's World Cup: Thums Up, Hyundai & ChatGPT.

Methodology

This research was conducted across the top 15 cities in India, in the week after the tournament ended (week of March 9, 2026). A total sample size of 600 was covered, i.e., 300 heavy viewers of the tournament (called the Audience group), and 300 light (watched less than four matches) or non-viewers of the tournament in the same demographic profile as the viewers (called the Non-Audience group). The gender and age composition of both the groups was homogenous, i.e., 65% men and 35% women, and 50% in the 15-30 yrs. age group and 50% in the 31-50 yrs. age group.

Important note: These case studies are not funded by ICC, JioStar, or any of the three brands or their media agencies. The data in these case studies has been collected and analysed by Ormax Media at its own cost, as a part of our initiative to introduce Ormax Mpact to its potential users in the brands and media communities.

Brand Awareness

In Ormax Mpact, awareness is measured at three levels: TOM (Top-of-Mind), Spontaneous (Unaided, including TOM) and Total (including Spontaneous). The awareness questions were asked for the respective categories, e.g. cola drinks (Thums Up), car companies (Hyundai), and AI tools (ChatGPT).

In Ormax Mpact reports, differences that are statistically significant at 95% confidence level are marked with a green alpha (α) sign, while those that are not significant are marked with a grey hyphen (-) sign.

Thums Up witnessed a strong positive lift in its TOM and Spontaneous Awareness. The latter is particularly noteworthy, because it comes on a high base of 62% Spontaneous Awareness.

Hyundai witnesses positive lift on TOM and Spontaneous Awareness as well. Despite operating in a crowded category, its TOM Awareness doubled, from 8% to 16%, indicating the effectiveness of the brand's campaign in the tournament.

Being the category leader, ChatGPT enjoys high awareness in the AI tools category across all three parameters. While growing significantly from 88% Spontaneous Awareness and 98% Total Awareness is a mathematically improbable ask, the brand managed to build only its already high TOM Awareness, with a significant growth (66% to 83%).

Brand Funnel

The Brand Funnel section of an Ormax Mpact report looks at three parameters, which are progressively difficult to achieve. Total Awareness has been mentioned above. Consideration 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). Intent 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.

Despite being a well-established brand, Thums Up witnesses a strong positive movement at both Consideration and Intent levels, showcasing the campaign's effectiveness.

Hyundai too witnesses statistically significant growth (at 95% confidence interval) on Consideration and Intent. The growth in Intent, from 29% to 39%, is a good example of how a long tournament of this nature can help an established brand stand out in a cluttered category, when aided by strong creative execution.

ChatGPT's brand pyramid among Non-Audience itself is fairly saturated, with 96% Consideration and 72% Intent, leading to no significant movement because of the World Cup campaign.

Ormax Trac20: Brand Lift Measurement for IPL 2026

For IPL 2026, Ormax Trac20 will deploy the Ormax Mpact tool at three stages, i.e., pre-tournament (data already collected), mid-tournament, and post-tournament, for all major sponsors and advertisers associated with the event. Subscribing brands will have access to the findings of their brand in their desired TG (to be provided by them), as well as category benchmarks for IPL 2026 advertising as a whole. Brands that sign up before end-April will also be able to add a custom question at no extra cost, e.g., tagline attribution, keyword association, message comprehension, etc.

Read Ormax Mpact case studies on Realme sponsorship of Hip Hop India S2 on Amazon MX Player, Mountain Dew ad featuring Salman Khan & Hrithik Roshan, and Bandhan Mutual Fund's content integration on India Today TV.

If you are a brand/advertiser or a media platform who wants to explore Ormax Mpact for IPL 2026 or otherwise, please fill this contact form, and we will connect with you very soon.