MiQ India has announced a strategic marketing partnership with Happydemics to strengthen consumer-centric brand lift measurement in the Indian market, according to reports.

The collaboration is aimed at bridging the gap between real consumer sentiment and data-led media decisions, at a time when media planning is becoming increasingly complex and advertisers are seeking insights beyond traditional performance metrics.

Through the partnership, MiQ will combine its media intelligence and activation capabilities with Happydemics’ consumer-centric measurement solutions. The companies said this will allow advertisers to connect media delivery with shifts in brand perception across key metrics such as brand familiarity, consideration and preference, in a consistent and comparable format across campaigns.

They added that integrating feedback from exposed audiences into media analysis is expected to give advertisers a clearer view of campaign effectiveness, while enabling real-time optimization of strategies.

MiQ said that based on 48 measurements conducted using Happydemics, it ranked in the top 10 percent of the industry for ad recall performance and overall impact score.

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Varun Mohan, Chief Commercial Officer, India at MiQ, said the partnership addresses the need for independent validation beyond platform-level metrics, adding that it brings “credibility and transparency” to campaign evaluation and helps ensure media decisions are tied to measurable outcomes.

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Virginie Chesnais, Chief Marketing Officer at Happydemics, said the collaboration will combine MiQ India’s media expertise with Happydemics’ cross-channel brand lift solution to optimize brand outcomes and support full-funnel growth.

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The India partnership builds on existing collaborations between the two companies across France, the United Kingdom, Canada and Southeast Asia, with a focus on enabling consistent, consumer-first measurement frameworks across markets.