 Alright, moving on to our next speaker for the day, ladies and gentlemen. He's currently director, mass and brand marketing at Amazon India. He has handled brands across cigarettes, paper and foods category, successfully conceptualized and launched the brand Bingo, ITC Foods Fore into the impulse snacks market in India. And he's worked extensively in trade marketing and the sales and distribution function of ITC Limited. Well, he's here to share his thoughts with us about the theme for this summit actually, which is why sell, if you can get consumers to buy. Please help me welcome on stage director, mass and brand marketing, Amazon India, Mr Ravi Desai. Before I start with my talk, how many of us here are prime members? Could we just do a small experiment? Can I get a couple of volunteers please? Maybe a lady from this table, another gent from this one. If you don't mind, could you take out your app and fire it? The Amazon app. Anybody else who wants to participate, please feel free. Could somebody help me get a mic for the lady? Sure. Anybody else here who wants to fire the Amazon app? A prime member, anyone who's shopped in the last month? Yeah. Yeah, please. You want to fire your app? Could we get you a mic? If you don't mind scrolling a little bit and telling us what products you're getting to see and your assessment, why are you seeing the products you're seeing? I'm seeing Kindle. Kindle startup pack with Kindle. I'm seeing a three-port HDMI auto switch splitter. I'm seeing a 10G phone. I'm seeing men's shoes, women's shoes, kids shoes. Thank you. Your name? I'm Augustin. Augustin, yeah. Thanks Augustin. Ma'am are you, your name please? My name is Rajna. Thanks Rajna. I'm seeing tools for home, home improvement, cleaning supplies, redmi, mobiles, TV appliances, babydove, up to 25% of men's shoes, kids shoes. Thanks. Thanks a ton. The reason I just did this is to explain to you the power of digital as a medium. Previous speakers have spoken about customer cohorts and there was a mention of N equal to 1. I suspect if each one of us fires the Amazon app, you'll actually find a very different looking shop front staring back at you. Likely triggered by some of your previous browse and purchase history on the app in the recent times. So that's just an example coming out of what I thought some of the earlier speakers kind of mentioned. Let me start. This is Amazon's mission globally as well as now in India. We want to be India's most customer-centric company. That's what gets us excited. That's what gets us to work every single day. This is how we are doing it. The first of our three fundamental pillars is selection. So for Rajna, the selection that she saw was very different from what Augustine got to see. Am I getting your names right? Sorry about that. Great. Thanks. And let me play for you what we did when we entered the country and believe that we had a reasonably large selection, which by the way continues to grow even today. And when we entered and we felt that we were happy with the selection we had to offer to the Indian customer, we went out and spoke about it. This is where we are today. We have over 160 million products that you can access on Apnidukan, which is residing in your pockets. That's 16 crore products. We add almost 200,000 products every single day. And we have 25 million products, which are actually prime-eligible, which means if you order them today, you're likely to get them tomorrow, latest, day after. How did we go and tell the customer about this? Can we please play the first film? Okay. Yes, okay. Okay, okay. Yes, okay. Today is the 4th. Thank you. So that was one of the three fundamental pillars that Amazon believes in. The next one is pricing, where our belief is to offer our customers everyday low prices. And we are essentially a marketplace that helps connect millions of sellers with millions of customers on a minute-by-minute, second-by-second, day-by-day basis. And this is what the platform enables us to be able to bring alive. Can we play the second film? This is one of the films we did last year, a year before actually around the Diwali period. And you'll see why this is both a pricing film and at the same time, not really a pricing film. So what happens? It's a lot of fun to go out of the budget. Diwali is the story of the house. Did you eat the whole day today? The whole day. The thing where you keep your fingers crossed is the house. You haven't ordered too much, have you? It's only seven paise. Why do you go out of the house after the house? What happens in a month? That the heart becomes so big. So that was Selection followed by Pricing. One is Convenience and I think the previous speakers have spoken enough about convenience so I'll probably let it pass. It's fairly obvious the kind of convenience an online marketplace can offer millions of customers. This Diwali, I think 2017 Diwali, Amazon actually delivered at least one package to 99.6% of the addressable pin codes in the country. And that within a period of about three to four days from the order getting placed to the delivery actually happening. So that's the kind of convenience at scale that we are talking about. This is the famous flywheel, if I can just get it to play. Could you just do page down for me please? No. Sorry about that. Legend has it that this flywheel was actually drawn on a piece of paper and that has become the flywheel that Amazon has continued to believe in. It covers the three key pillars of Selection, Pricing, Convenience and then talks about how if you get Selection right, Pricing right, Convenience right, you can actually have a flywheel effect where that gets you traffic and the more traffic you get, the lower your prices become and therefore more people get attracted to you both on the seller side as well as on the customer side and that creates a flywheel effect that helps you expand the base of customers to which you can actually provide yourselves. So we've done all of that, but we continue to believe that for us, whether it is here in India or even in any of the marketplaces that we operate in, it is still day one. I just wanted to, not enough people think about this, but there is a very large stakeholder called the seller in the ecosystem today and it's as important for us to be able to do justice to our seller base as it is to do it to our customer base. So we'll play the next film and I'll hopefully use that to live how important the seller is in this entire marketplace ecosystem for Amazon. Can we play the third film? Bawli, it's not a breath, it's a mental state. Your world will start from this house and end in this house. The one who is happy in it. Don't go around, listen to me, do some tuition work. Son, will you manage the house or the business? Who is talking about your bus? This business is not a man's business. Listen to everyone, Karman Keet, Amazon Sahil. I'm going to talk to you a little bit about what we did last year in the second quarter, roughly the same period, April, May, June of last year. It was essentially built on this fundamental insight that whichever part of the country you are, young, small, middle-aged, old, small town, metro market, it could be my family, it could be the maid who serves or helps us at our household. We are a nation of dreamers, right? So there is one thing true about every single Indian, every single person in this room, every single person in this hotel, that there is an aspiration to progress, right? You can see it across various spheres of life. Cricketers today come from the smallest of towns. Talent shows are won by kids whose fathers used to actually run pujcavala kind of, you know, hathlaris on the street. You have cricketers, like I said, coming out of random parts of the country, parts of the country which you don't even have, probably have heard of or haven't been to. There's a huge startup revolution happening in the country, fundamentally embodying this belief that if you have the talent, if you have the right idea, nothing should be able to kind of stop you. So we picked on this fundamental insight and crafted this campaign which kind of won us a lot of hearts, you know, helped brand and going back to the theme that I was talking about, which is why do you need to sell if you can get customers to buy? So this is around the IPL last year. Our idea was to kind of launch literally not just a campaign, but launch a team called the Changpur Cheetahs, which embodies this entire thing about Indians and the aspirations that Indians have irrespective of whether you are in a metro city like Bombay or you are in Ichilkaranji, which I don't know how many of us have heard of Ichilkaranji, it's a small town in upcountry Maharashtra, right? So I'll take you through the campaign in the next couple of minutes, show you a couple of films around it. Like I said, the brief to the team was simple, that we are not crafting a marketing campaign. We are literally launching a cricketing team and the team is called Changpur Cheetahs. Can we play film, sorry, I'll tell you which one to start. Let's play film 8, first 8. Art number. If you're wondering why there isn't a product window in that ad, it's not really the ad, it's the music video that we made to launch the campaign, right? So that, like I said, we were not launching a marketing campaign, we were literally launching a team called Changpur Cheetahs. We'll play the film that actually launched the campaign. Next, can you please help me play film 4? Sir, when are we going to play T20? I mean, there's a T20 team in Changpur, there's no jersey, there's a top player, there's no equipment, there are dreams, but they don't have the equipment to prepare. So far, try. Our shop? Here, you'll find all the dreams, A to Z, Amazon. The dreams of India, our shop. We live in Changpur, no one else can live here. We live in Changpur! So, I can talk about a lot of numbers around some of what happened here, but I think this was an anecdote that stayed with me. Even today, if you take out your phones again and search for Coach Sir, you'll find a couple of people come up. The first image you're likely to see on Google is Sir Alex Ferguson with Christiano Ronaldo. And the next image is going to be of that man, the Changpur Cheetahs coach, right? So, like I said, I can talk about a lot of numbers about how popular this campaign got in the kind of love we got back from the customer, but that itself should tell you what it's managed to do for us. Like I said, a huge number of conversations. Another team that I'm quite passionate about, Royal Challengers Bangalore, had a fairly poor IPL last year. We had a lot of customers who actually said, why don't RCB stay out and let Changpur Cheetahs participate in the IPL? I'll play the last film before I get off. You really don't need to sell to sell, right? And it frankly takes a brave brand to be able to take a stand like that. And I just wish more brands could be as brave as that. And once in a while, don't have a product window, don't have a proposition in your ad. I think you just need to get the right kind of customer connect to be able to sell without selling. And we please play the next film that's film seven, I think. You don't get bored? I agree that she's grown up. Sit down. And you get everything on Amazon. I'll show you. Look here, grandpa. A new shawl for you. A new jewelry for you. Everything. But they don't just give you jams. They're the jewels of a single number. In our neighborhood, in our childhood, there was a jaman tree. And my brother used to climb up on the hide and get a jaman for me. He even caught it two or three times. And ate the sticks for me. Now it's been 78 years. My memory has also become a little weak. But he never forgets to get a jaman. He brings it every year. This is the real gift. The rest, son. Jaman is a jaman. Millions of views. We actually... And this is not paid endorsement. We had people like Raveena Tandon talk about it. She said, beautiful ad. The value of love, respect, protect. Even if she isn't a sister. You had people like Anand Bahindra talk about it. He said, thank you, Amazon, for doing this, understanding India and the ethos of the country. His sister apparently sent him this as a memory back from their childhood, it seems. So you really don't need to sell it to sell. We won some awards for some of the work that we've done last year. But that really is just an endorsement of the fact that there is huge customer love and acceptance of what we are doing as a brand. And like I said, we genuinely believe in this. We are just getting started. It is till day one. Thank you. Thank you very much, Mr. Desai, for that wonderful presentation. So I'm going to request you to stay with me. Oh, okay. Thank you for that wonderful presentation. We're emphasizing the fact that we don't need to sell. We really just need to tell. Well, I'd like to request Mr. Vijay Koshy, head brand partnership's TVF to kindly join me on stage to present the token of appreciation to Mr. Desai. Thank you.