Filmy's Shailesh Kapoor launches media consulting firm

By Sapna Nair , afaqs!, Mumbai | In Media | July 29, 2008
The ex-business head of Filmy, Shailesh Kapoor, and Vispy Doctor, MD, Ormax Consultants, have launched Ormax Media

Shailesh & #BANNER1 & # Kapoor, ex-business head, Filmy, and Vispy Doctor, managing director, Ormax Consultants, have together launched a consumer knowledge and consulting firm called Ormax Media. The company will be functional in a few days. Ormax Consultants is a 23 year old company which studies consumer knowledge. It has clients such as Cadbury, Titan, Thums Up, Pantene, Asian Paints, AOL and BBC.

Ormax Media will specialise in media and entertainment. Its area of work will span television, radio, films and other entertainment categories such as direct to home (DTH) TV, home video brands, retail outlets and multiplexes. The company will also work closely with advertising and media agencies in order to fulfil clients' needs.

Shailesh Kapoor
According to Kapoor, most entertainment brands fail to deliver numbers because they lack understanding of consumer needs. "There isn't any company that is specialising in entertainment as a category and the existing companies do not have the requisite expertise in this field," he says, adding that as a broadcaster, he has felt the need for such expertise.

Ormax Media will offer services such as qualitative research (image and perception studies, concept and pilot testing, name and advertisement testing), viewership and listenership analysis, analysis and implementation of marketing and programming strategy, and business planning.

He adds, "Commissioning research is something most media brands do, but what to deduce out of it and how to implement it is where we will offer our expertise."

"Our aim is to represent the consumer's side and empower our clients with consumer inputs and directions to achieve better returns on investments," says Kapoor. This, he says, is possible with a negligible investment. For instance, if a media company decides to spend Rs 100-200 crore in creating content and marketing, Ormax can help it deploy the amount in less than 0.1 per cent of the overall investment in consumer knowledge.

The company is in the process of meeting people and pitching for business. The initial focus will be on TV, radio and film companies. After consolidating its presence, Ormax hopes to expand globally by pitching for global clients (in the US and the UK).

Kapoor says, "A lot of international movie companies are planning to launch in the country. They will definitely need the expertise to set up shop here."