In February 2025, we announced the launch of our Brand Lift measurement tool Ormax Mpact. You can read more about the tool here. In this article, we cover the case study for the title sponsorship of the streaming show on the Realme Hip Hop India 2, on Amazon MX Player.

Realme Hip Hop India 2 is a currently-running AVOD non-fiction show, whose two new episodes are released on the platform every Thursday. This research was conducted in Mumbai, Delhi NCR, Ahmedabad & Pune, in the third and fourth weeks of April 2025, i.e., 5-6 weeks (10-12 episodes) after the show's launch. 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., 60% men and 40% women, and 65% in the 15-30 yrs. age group and 35% in the 31-45 yrs. age group.

Brand Funnel for Realme

The Brand Funnel section of an Ormax Mpact report looks at three parameters, which are progressively difficult to achieve. Total Awareness is % audiences who recognised the brand (Realme in this case), either spontaneously or on being prompted with the brand’s name. 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 (smartphones 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.

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.

With high pre-existing Total Awareness (86%) for the brand, there is a directional but statistically insignificant increase on this parameter (as also on Spontaneous Awareness). However, here is a statistically significant increase at both Consideration and Intent levels of the Brand Funnel for Realme, highlighting that the sponsorship has performed very well on these critical parameters.

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, Realme 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 positive result.

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

Sponsor Brand Recognition

Viewers of the show (i.e., the Audience group) were asked to select the name of the title sponsor of the show, from a list of 10 brands provided to them. Note that a de-branded creative (image below) was used in the research, and the branding Realme Hip Hop India 2 was not revealed at any stage.

65% viewers of the show picked the correct sponsor, i.e., Realme, which is a very positive result, featuring in the Top 25% 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 ('Make It Real' in this case) the best, from the 10 options provided to them. While the presence of the word 'Real' in the tagline makes association for Realme easier than otherwise, there is still a statistically significant increase in Key Message Association in Audience vs. Non-Audience groups.

Brand Performance Summary

All Ormax Mpact reports conclude with a single-page summary of the performance of the ad/campaign/integration across the various parameters covered in Ormax Mpact, such as the summary below for the Realme sponsorship.

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

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