Breaking barriers: Hindi GEC women are no longer housewives!
A staggering 80% popularity share of Hindi GEC female characters is now held by working women, up from less than 20% till 2020. Here's an analysis of this radical and progressive shift
Popularity share of HGEC female protagonists in the highly-relatable motherhood life-stage has declined significantly over the last six years. But there's more to it than meets the eye
The character factor: From enduring hits to instant hits
An analysis of 53 top-performing characters over the last 12 years reveals that the lifespan of popular Hindi GEC characters has seen a significant drop
The India Box Office Report: March 2025
March 2025 was a low-key month at the India Box Office, recording only ₹585 Cr in gross collections, led by L2E Empuraan & Sikandar
Ormax Mpact case study: Mountain Dew ft. Salman Khan & Hrithik Roshan
This case study, for the new Mountain Dew commercial launched during ICC Champions Trophy 2025, showcases our Brand Lift measurement tool Ormax Mpact
Hollywood in India: The decline in numbers
An analysis of Hollywood's fluctuating fortunes at the Indian box office, before and after the pandemic
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