Why is Esha Media falling/rising?

As of 13-Aug, Esha Media Research Ltd's stock price is currently at Rs. 25.94, reflecting an increase of 0.5 (1.97%). The stock has recently reached a new 52-week high and has been on a positive trajectory, gaining for the last 14 consecutive days with a remarkable 116.17% return during this period. It has outperformed its sector by 1.26% today and shows strong performance in the long term, with a 293.63% increase over the past three years. However, despite these positive indicators, the company faces challenges such as a negative book value, high debt levels, and a weak long-term fundamental strength, which may raise concerns among investors.
In the broader market context, Esha Media's short-term performance stands in stark contrast to the Sensex, which has remained flat with a change of -0.01% over the past week. While the stock has outperformed the benchmark significantly in the short term, with a 23.82% increase compared to the Sensex, the overall market sentiment may still be cautious due to the company's underlying financial issues, including a negative EBITDA and stagnant operating profit growth. This divergence highlights the stock's potential volatility despite its recent gains.