Content over familiarity: The franchise reality-check

After peaking in 2024, the box office share of Hindi franchise films declines significantly in 2025, underlining that IP-led films do not guarantee success at the box office

ICC T20 World Cup case studies: Thums Up, Hyundai & ChatGPT

Three Ormax Mpact case studies, for brands that advertised during the ICC T20 World Cup, highlight how effectiveness of cricket ad spends can be measured through third-party brand lift measurement

The 50: Social Reality beyond Bigg Boss

By shifting focus from sustained drama to structured competition, The 50 delivers a fresher, more merit-driven format within the social reality genre, without feeling like a Bigg Boss clone