In 2025, we launched our Brand Lift measurement tool Ormax Mpact, which provides a neutral third-party assessment of brand integrations and sponsorships, with benchmarking against a large pool of similar researches. In this article, we cover the case study for the brand Lahori Zeera, in the reality show Shark Tank India S5 on Sony LIV. Lahori Zeera was one of the sponsors of the show, and was visible in the show through in-episode integrations as well as in-break advertising.

Important note: This case study is not funded by either Sony LIV or Lahori Zeera, or any of their associated media or creative agencies. The data in this case study 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.

The research was conducted in Hindi-speaking metros & mini Metros, a week after the last episode of Shark Tank India S5 was aired on March 17, 2026. A total sample size of 600 was covered, i.e., 300 viewers of the show (called the Audience group), and 300 non-viewers of the show 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 65% in the 15-30 yrs. age group and 35% in the 31-45 yrs. age group.

Brand Awareness

Ormax Mpact reports awareness at three levels. TOM (Top-of-Mind) Awareness is % audiences who mentioned the brand as the first one, when asked about brands in a specific product category (aerated masala drinks in this case). Spontaneous Awareness is % audiences who mentioned the brand (not necessarily first) without any prompts, when asked to name brands in the product category. Total Awareness 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.

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

As can be seen in the chart above, Lahori Zeera shows a strong and statistically significant lift across all awareness metrics among viewers, driven by high visibility through in-show integration and in-break ads, resulting in higher salience and recall in the aerated masala drinks category.

Brand Funnel for Lahori Zeera

The Brand Funnel section of an Ormax Mpact report looks at three parameters, which are progressively difficult to achieve. Total Awareness has already been defined above. Consideration is % audiences who indicated that they would actively consider the brand (Top 2 Boxes) for purchase or use, when evaluating options in a specific product category (aerated masala drinks 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.

Statistically significant growth at all three levels highlights that the sponsorship has been highly effective for Lahori Zeera.

Sponsor Brand Recognition

Viewers of the show (i.e., the Audience group) were shown a de-branded image of the brand integration in the show, and asked to identify the name of the sponsor brand, from a list of 10 brands in the aerated masala drinks category provided to them.

57% viewers of the show picked the correct sponsor, i.e., Lahori Zeera, which is a positive result, featuring in the Top 30% among sponsorship benchmarks available across projects.

Key Message Association

Audience and Non-Audience groups were asked select a brand that fits the brand message or tagline ('Apna Desi Thanda' in this case) the best, from the 10 options provided to them.

There is a statistically significant difference in the Key Message Association for Lahori Zeera in Audience vs. Non-Audience groups, with 66% viewers of the show selecting Lahori Zeera, vis-à-vis only 39% non-viewers.

Imagery Associations

In this section, upto five brand imagery statements are cued to both Audience and Non-Audience groups, to measure the % match between the statements and the brand (Realme in this case), to identify image attributes, if any, that saw a statistically significant increase in association in the Audience 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.

As can be seen in the results above, Lahori Zeera saw an increase in association in two statements in the Audience group vs. the Non-Audience group. Improvement in imagery associations can be difficult to achieve, especially for established brands. In that context, the positive lift in two out of five image statements is a strongly positive result.

Note: Base for imagery association for both Audience and Non-Audience groups is those aware of the brand in question.

Ormax Mpact Score

Ormax Mpact Score is a single-number benchmarkable % score calculated as a composite of all key parameters seen above. Benchmarks from more than 75 Ormax Mpact projects have been used to create the distribution curve of Ormax Mpact score.

The Ormax Mpact Score for Lahori Zeera's integration in Shark Tank India S5 is 94, which puts it in the absolute top bracket, which has been achieved only in 9% Ormax Mpact projects.

For more Ormax Mpact case studies, please visit the Insights section of this website.

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