Vispy Doctor, Managing Director of Ormax Consultants Pvt Ltd, and Shailesh Kapoor, former Business Head of Filmy channel, have come together to launch a new venture, Ormax Media Pvt Ltd. The venture was announced on July 28.
A consumer knowledge and consulting firm, Ormax Media will specialise in entertainment business and work with clients across television, radio, films and other entertainment categories to empower them with consumer inputs and strategic directions to achieve better return on their investments in a competitive marketplace.
Speaking about the venture, Doctor said, “Entertainment is a growing industry, where knowing the consumer better is the key to success in a fiercely competitive environment. Our services will be designed to enrich our clients with inputs that can be instrumental in creating success stories out of their products.”
Putting an end to speculation on his next move after quitting Filmy, Kapoor spoke about the idea behind Ormax Media. He said, “We believe that by spending a near negligible percentage of their content and marketing budget on consumer knowledge, entertainment brands can deploy their resources a lot more effectively.”
Doctor is recognised as one of India’s most incisive consumer knowledge experts. He has studied consumers for 23 years across various industries and for various leading brands, including Cadbury’s, Titan, Thums Up, Pantene, AOL, and BBC, among many others.
Kapoor, an IIT-IIM alumnus, has more than nine years of entertainment industry experience. Prior to Filmy, he had worked with Zoom, Zee Cinema, Indya.com and Sony Entertainment Television in key roles across content, marketing, sales and strategy functions.
Ormax Media will offer a gamut of services, including qualitative research (image and perception studies, concept and pilot testing, name and ad testing) and consulting across the areas of viewership/ listenership analysis, marketing and programming strategy, and business planning.