 We are one of the largest out-of-home advertisers in the country. Whether it's 5% or 6% of our budget really doesn't matter. The number we are talking that we spent on out-of-home is significant. There are 20 other ways we can spend that money. But yes, year on year we see Hyundai being a significant player in the out-of-home business. So is this because you believe that the medium has allowed even for large categories, like large competitive categories like automobiles, or do you do it because everybody in the other auto company in the country is going to be there? And that's question number one. Second is from an automotive vision perspective what changes would you like to see in the out-of-home industry to career students and women in that medium? I believe I am believing my fellow journalists and believing everybody will hear me. You know, I hate out-of-home industry. So whenever we talk of any study, whenever we talk of any business, the first thing which strikes me and I think obviously every industry is going to do is talk about numbers. When we talk about the first question which was, let me give some background with all this industry has been falling over over the years. Last four of my years you can see from 2008 to 2013, where the out-of-home industry probably has been growing at an annual CAGR of around 5% to 6%. There has been industry on and on as an industrializer was growing at around 10% to 5%. Now it will also share with us the opening address that last year we saw growth of around 5%. From 2013 to 2014 the growth in the OH industry was at 40% and this year also from 2015 to 2016 the growth probably would be around 12%. And going by the statistics, I think the industry expects that the growth in the OH business would probably be more than double digit growth in the next five years. So when he said that, why is it that I as a revitalizer would like to put these dollars in certain imominiums who would like to be averse from the OH? And that's precisely why even our budget, our planning and our focus on the OH has increased over the couple of years. I'd like to be honest with you that you know earlier in Canada we had the number of budget allocations and then we used to be given some kind of budget, say 100 would be 4 out in the marketing sense. The first set of money should be given to the advertising company, then it goes to the press, then it goes to some kind of, you know, the board activations. And then at the end we used to say that the OH is better. That was the fact that we emerged in the earlier part. But today, and I'll be very honest with you, that today it is our job management who gets involved in sharing. There are a lot of budgets given to OH and what kind of sites to be given. And in fact I would be very happy to share with you. From our perspective, and I think this will appear with, you know, right with me, that today we asked between days for a decision to buy two sites, two kinds of it, at two major airports, those taken in five minutes, right? You know, that shows the confidence of what we as advertisers have started putting in the questions. But at the end of the day, there are many of the challenges which are there. And the challenge which you set in question is, the challenge first is from the advertiser. I think there are some questions we can be as an individual need to ask. Probably something that OH was a medium wherein the money was put by the advertiser and then it was for what? I can tell you today there are sites in Sikyapalli which were elected to share some medium or some event happening. But at the end of the day, the event has gone, the event is over. For us, it was over. That's the kind of focus what many advertisers are having to share this week. I think if we evaluate our own strategies and see where the money has to go in the right manner, I think one of the very nice strategies could be in the OH medium. Thanks to the honorable government and the last two years, the growth which has come, has largely come because of the community and the infrastructure. Today, when we talk of the airport, we have a lot of these in various cities. But even in the period to a year or three now, we are having very good infrastructure coming up in the airport. We are talking of project media. We are talking of metals coming in small areas. We are talking of having a multi-border transport. We are talking of having new customers. We are talking of a very vulnerable street manager. Because of all these things that are going forward, we add to the growth of this project media. And I think the IOS, which I as an advertiser would like to attach to, add to our target audience, whether it is the youth or whether it is the people who are in the business community, or many people. And through that, we will be doing more activity. But yes, there are challenges. And I think right beside that in terms of the nature of the media, in terms of the rules of the game, the laws, I think there needs to be a lot of great research. They are the agencies who are doing the research. I think the am rating, the are rating, so I would say the IOS rating has a significant degree of concern. I think there is a requirement to have a relatively good analysis platform or some kind of layer which will help us to further strengthen and further monetize the laws which we are spending on this. So yes, this is what we want as a family. First of all, we are making a very, very, very resourceful and resourceful. Before we go to the final issue to make a decision, was it when you were sitting outside, you saw a robot in person who took a decision? I was asking. I was asking. I was just going to ask the same on the side. Now I saw that there is a site which has been created very commonly, try to take five years for the time it took to take a second. Congratulations. Okay. As a consultant, as a marketing consultant, as a brand consultant, you work with a lot of in-bust purchase categories like lay-on-foods etc. where the food has to be good for you to go and grab it. And I see a lot of, especially food companies, gravitated towards whether it's Univore Foods Division, whether it's the ITC Foods Division, gravitating a lot towards the auto-home medium because you can bring a lot of food in auto-home places. You can really bring it alive. It looks yummy. So do you think that we have learnt to use the medium creative in our country? Or do you think there are steps that we need to take to make the creative aspect of the auto-home business even better? And secondly, as a personal understanding, brand, marketing, etc., what do you think we need to do to catch up on those 20 years which people seem to think they are hanging behind? I think, hopefully, I agree with what you said. If you look at the numbers, about 30% growth in a country which has achieved a GDP growth rate of 7.5%, which has already been adjusted for the nation, you're basically staying in the same place across the country. So a medium which is small should be growing at a much faster rate than its larger, sort of, kind of television and print medium. And the way we've been talking about digital and digital and digital sort of tells us that there is something about digital which is making it, sort of, jump up a little bit a couple of marches higher than the advertisers' mind of what's going on. And I think, I'd like to touch on some of these aspects from an advertiser's mind so that we're having the winner in the time of my life. So there are four stakeholders over here. One is, we sell a site, which is, you know, a place like Ago and yourself who are involved in selling the medium. You know, here, what we need is something that we touch upon, the investment, the movement, the investment of content and make it no more effective and engaging in investment behind technology, digital, etc. What we should do is gain trust and confidence of the advertiser by having some solid third party numbers behind it. And that's something that the other media always had. There have been numbers which have been thrown by the clients, but they've always been skeptical of those numbers. And you know, like, you know, people are spending and you know, numbers come to my head, people are spending 160 minutes a day in India on their smart phones. So who is actually looking out from the car as they're passing by the stores and looking at that old individual just for a hundred or ten bucks a month. So that's where the question arises and I think the industry should invest in a syndicated third party management system, which makes the investment department a little bit differently. The second stakeholder in this is really the intermediaries that are sitting here, which is the LSEs which drag the clients into such a small business. And you know, why Puneer and I are not able to buy those, you know, that much better, you know, that much better is why don't we make case studies and share that with the clients of how a particular campaign for another client actually delivers some numbers in sales. People tend to buy those stories much better than how many people passed in front of a holding which was located outside the airport or located outside and gets more. People want numbers and market shares, people want numbers on, you know, how many units of shampoos they can sell, how many more consumers like, you know, Rahul was mentioning they can have their collection sectors after that morning beta. If you can have those case studies market is said to sort of believe that it's much better. Rahul presented a plan for 20 lakhs versus presenting a plan for 25 lakhs. You know, that's what we've been getting so here you have 20 lakhs, here is a plan and I'm going to do four holdings here and six more holdings here on the left-hand side and here this is what the picture looks like and how it might look. And then the client has to appreciate it, make a quick call and you know, that's where it goes. For the third point, you know, I think with the agency at the creative point which you asked, I think what has been happening is that maybe the clients are guilty of that because finally we are responsible for all the advertising that we buy. The advertising that goes out of the outdoor is not thought of differently from the way that it has been thought of for any other medium. So generally the TV ad is made, there is a press ad which is made and then there is some William Brady or an art director who makes the ad sitting in a studio overnight and says, here is what horizontal morning and here is what a vertical morning and here is a two inch one and here is a three inch one and here is one by three and here is what a low light and wrong goes out. Many times I think the seller also feels frustrated because your client is spending a complete amount of money on a particular side and it's just great when they are launching so and so, launching it by then etc. They put a plan for you to buy that side much better. So I think the responsibility lies to us as clients as well. On the consumer side, I think consumers are increasingly seeing a trend where around the world your consumers are rejecting one way or another. So with the coming of all of us are hearing about the launch of a live geo and how data is going to become G and there will be 10 GB per user. Yesterday I was at a meeting and one of the last few people who have obviously access to this technology on his phone he was showing me a whole program schedule like an RSI on his phone and you can click it and you can see a bunch of programs sitting anywhere where you want. There is a kind of revolutionary stuff which is going to happen as a result you can imagine with data becoming cheaper and mobile voices being used now for entertainment already when my students were having a group that sort of shared this data with us that 15% of consumers who are watching television they have one other screen in front of them at the same time. Either they are in front of an iPad or they are in front of a phone or they are doing something else. There is a lot of transportation happening so you are dealing with a very, very competitive problem. There is a sort of organism of that and creates something which is interactive and not passive from a consumer standpoint. Thanks Anu. Sarandhi, your point of view from a completely different perspective I guess. Everyone who has spoken so far has been passionately involved in some way whether it is a user or a seller an expert or an agency or whatever. Tell us from what I would think a rather neutral perspective at the same time from what you understand about the industry and observe what is your sense on this. I am also just wondering if I am sitting out here with these guys they are all experts I shouldn't be sitting without them I should be like hearing you guys out I am actually going to be standing out I am going to be standing out here I am going to be standing out here so really guys my name is Dr. Sarandhi I am the expert I specialize in human behavior Human behavior and advertising where you pass by a supermod and all of a sudden the most light brand that you have been buying consistently on the next screen it kind of starts to show that it is on the 4th track all of a sudden that you walk in buy an older mobile phone, something bleeps up by saying this is the discount thing that you are the most likely to buy off. Think of it, if there is a whole thing out there and you look at it, it's a smile. I don't know, you know it's a blue sky thinking and all that I've been hearing out here is what the industry is currently doing and you know like this gets out here. Now how many of you are like really creative people by the way? I've been asking questions, thank you so much. You know I can see this right out there. What is this thing called as disruptive technology? What is this thing called as disruption? It's become a really cliching word these days. Take disruptive, you know. You've changed the world. You know what I'm talking about? You keep letting you take initiative. You know, take out of the box. And you say, but boss, what do I think about the box? It's still the same. That's why you're going to use your mind. Boss, you're going to ask me to use my mind. Have a look at me? Don't raise your hand if your boss is in your office. Alright, fair enough. The question is guys, from your OOH perspective, what's from an advertising perspective? What stops you from a disruptive thinking? What do you think are the clear deliverables of the OOH campaign today? Anyone? So the partner is going to give you some kind of short window answer, right? Yes sir. What do you think are the clear deliverables of the OOH campaign? Oh, boy, your back is intense. Can you simplify that for your models like me? I don't want to say anything else. Recall, record, fair enough. Anything else on why you would organize this show like today? And by the way, the very interesting story about today, which we did not tell you, four years back economic times carried a story by Malini, if I remember correctly, which she says that Malini is the number one leader and at that point of time, he was number two and it says that the number which is placed in the motor world is empty. It will be taken over by part of our money class. In exchange, you're never sitting here prepared about 30,000, keep me honest up here, sir. 30,000 units per month, four years back. I'm selling 33% more units, that's about 48,000 units, right? They're doing something, right? And what he was going to tell you, there's a certain deal with PCCI. I don't understand the answer. For years, all the matches against India, they will be seen there. Why would they go? Is anybody taught about it? When your boss says, create an OOH campaign here, like you just heard. Create an OOH campaign, two by three. But I don't know if you think that I understand. Whatever it said. So how many of your greed workings out here for the OOH campaign? How many people have done that? You guys are just joking about it. Okay, where are the OOH people out here? There's a seriousness of OOH than in this room. Because it's a lot of advertising, right? Do you make your customers that why is only 10% of the budget has been allocated to OOH and 10% is only in France? 10% is only in France, right? Man, India is going to be what? 5%. 5% budget allocation from the clients. Who's to be blamed? That's the easy one. They're quite client. Just feel that this headed towards the eyes. You know what are the top three behaviours that is guiding your industry today? Anyone? So what are they going to give you a prize for that? But what are the top three principles according to you that are governing your industry today? I think we're just clear. But I took a look at Dr. Rahal and his story. You know what is a disruptive thinking, guys? What are they thinking? Car Benz in 1886 was made the petrol car. He was the first one. When Car Benz made the car, it was only made for the specialists and the rich, rich people and the off-gathered in the preset. Nothing's going to change for us. But the day Ford came up with the production line, everything changed. He made something which was our cheaper, faster and better. Now how many of you guys actually think from a customer's perspective to make things cheaper, faster and better? Do you see the dark-athlete story? How many of you buy the Ford today? Use the off-gain to keep your mind? Sir, who can't remember you? So that's the vision. This is not the thought process. But a question for you guys will be, what would it take for you to be disruptive? We're like, guys, sitting out here, we say, we realize the power of OOH. What does it tell you? Because we're very interested, very late, but who will teach them? Is envy. But how is money made? How is this a great guess? Who's the part that's holding the guisele market? Reaching out to people. Because what I just told you that if I walk into a mall, a screen talks to me by saying that our favorite brand in the fourth pack is already happening in the US. Anyway, which way is it? Guys, just to close it up, fear in your greed is what guides you. The day your fear comes into courage that leads to a question in your mind by saying that this is what is good for your mind and this is how we intend to reach then you will change. Instead of envy, if you start focusing on your sense rather than saying, this is an industry that's going to work, it will work, but they're going to change. And the number thing between consistency that means relief, that there is a meaning of OOH which you can touch point. And I'm telling you sooner than later, the advertising industry, the stuff on the TV will change because what is the average concentration time that a person gives to others? Now he says, what's the attention span of a normal person today? Anyway, yeah. Six seconds. Six seconds after the latest one. At least people are giving you six seconds to see what they want to interact with you. Keep up the disruptive thinking means trying to change it only then it will move forward. Otherwise, they're all good news people and the bad news is high. So, you know, my job as TV leadership is only to make top startups to utilize your connectivity with all the audience and sadly, we're not advertising TVs. So we have only the OOH people and startups mostly will go out and do the OOH. I'm going to talk about the seven weeks OOH disruption. Show me the money. So, thanks for giving me a completely different perspective and we understand that for your focusing on work rather than the mental makeup of the industry and other than the activities that we were discussing. Thank you. What I'd now like to do is because something is really at me about the time here is I'd like to open the house for questions. Anybody in the audience, can we have mine to the audience? Can we have mine to the audience? Yeah. I want to take off the mic. So, the admin is very important for this industry and I think all of us sitting in this room are also trying to invest something in this area. We have fixed the challenge of going off this work industry and that is the ability to be like that. I think when we talk of recruiting people in an organization, we look at and the graduates, I am a graduate because he has to create a very good campaign. He has to create a very good TV campaign. He has to create a very good print campaign, subcreated art. No, whatever. So, I am also talking about it. But when it comes to taking a person for this business, which is OHS, probably I think what Anub also mentioned, okay, I give OHS, I give OHS, I give OHS, I give OHS. That's I think one of the biggest challenge which our industry, or rather I would say the OHS industry is seeing right now. The people who are selling this and the people who are buying this business are not the people who really understand the people and I think the technology which is behind this. And that is why we prove or any analysis which we want to see of this, you know, that talk is not happening. I think if the manufacturers, the advertisers, and I think even the sellers try to improve on the talent portion as well as the OHS industry question, I think that will address all our concerns because manpower as we all see is the mother of all industries. Good manpower could be good analysis, good technology, good platforms, good creativity, and once that happens, I think this medium is going to go parallel to what we are seeing in beauty, or print, or visual power. Because visual power is the most thought of creativity, lot of thought, lot of manpower time is in place. That's not what I would like to prove to everybody and I hope that we can and also to keep for us to get out of this. So before we go, I think I think we are using a very, very pertinent and I think extremely modern mind I think which did not get addressed here. I think we are bang on. So I just wanted to touch on the beginning of our board. I think it's when you look at the entire media space today, on TV, in the radio, we want this the radio is also connected. Radio and out-of-home. Out-of-home industry is considered to be the least glamorous that I can use the word of the industry. And unfortunately a lot of preschool graduates get lured by what is that imagery which is being portrayed. You know, television is associated with the media force and the world. But out-of-home is considered to be holdings and that's a huge challenge and I can talk about the dance group. For the last four years we have developed a very strong B-School enemy program for recruiting people from the top B-Schools. Some of them are sitting here in the crowd. We recruit from good schools like right now. We are not really able to get the top in because we cannot afford to have this strategy. I think that there is a program in this where running is successful and I think it's one of the biggest differentiators which can happen in the market going on. You will absolutely know also. I completely disagree with you and say there is no camera. They are only we are cool. Right? And we are happy to forget. Let's not forget that. Don't believe in industry. Ladies as you can see and the subject is such that you know you can keep debating and you are trying to make the medium more accountable and more reasonable. Questions? Yes I will. I don't know I will switch off more. So we are going to keep updating on that right now. Right now we are going to be asking questions from the audience to please raise your hand and identify yourself for the company that you represent and specifically Thank you. Thank you. Let's get these 100 calls and go into phone just in case. Good evening very nice session of the energy. My name is Saffron Sarawati and from RBS. Nothing related to marketing. As a customer I am sorry I don't trust you guys. You put boardings, you put Facebook ads something we don't trust you like that plus has been lost and we all know that. Because people like me okay this is journalism. So how are you getting to that? Slightly off the target in terms of what we are discussing tonight in terms of specifically about a cool media it's I don't know if anyone of the panelists maybe the brands would like to address them but I think this is slightly I I I just I think I think I think there is a lot of what used to happen on the industry to get us back not to consumers advertisers which I talked about in the last but having said that it is we have a very strong audience here to create citizen journalism I think there are various themes in the mechanism you will look at at Delhi Airport for example you will see a whole world launch a whole world experience a launch where you can but it was not just a friend out there would have come and told you that sorry what was the name I just saw the XC60 in the world of how it was wonderful peaceful maybe more of hearing him or her we might go and have a talk so there are various of citizen journalism in the talking so experiential marketing engaging with the customer that's where they are we have a microphone there lady please let's listen to the entire discussion what I always said this is really something new that we are learning for the first time or discussing for the first time lot of things those are there in the industry they already know of this what I also always said was a very separate discussion when you talk about say OOH then I say talking about their reporting any kind of marketing we can actually have it when I say there are I can actually link it into markets urban and there is a small town and there is a rural whatever we discuss right now infrastructure part of it that is divided like for example if we talk about OOH small towns and rural we don't have infrastructure we don't have reporting if we have we have state highways or national highways we don't have anything inside the village or inside the you know even if you try to install okay if you try to install a digital screen also it's what the innovation becomes there is no this is a kind of traditional company if you get a computer screen like screen like you cool like airport or something or when you have large screens it's a gap like even if you have a small you know security camera and it's only if you have a small which can be at a different level. Some artists would be saturated, some would be at the very you know, initial level, but it is only at the urban level. Why are we, or when are we, so how are we having, traveling with tier 2, tier 3 markets is what, probably what I really want to talk about. A lot of people are jumping at the mic, so, but first here we tell you, if you if you find this discussion that everything is forward, something you have heard or congratulations, you are a very important person. Secondly, as far as the subject of the conversation was, it was largely vision 2020 on the way digital is being embraced, on the way in technology is being embraced, that was the subject of the topic. That is the reason we did not discuss the rule. I think otherwise in this panel you will find enough people who will be more. Correct. So, before you want to take that. Yeah, sorry, I didn't mean to. Okay. So, it's a fair question, but I think the discussion that we had around the debate was not actually able to touch what you are talking about. We said that it's a very relevant point that you are making. And just to update you, I think the rule is not that you are right. And I think, while the pitch manager's report talks about 12-13% growth in the industry, I think a large part of the growth is actually going to read the report correctly, a large part of the growth is actually going to get back to where it really comes. The urban towns are actually going at about 5-6% only. So, it's not that there is no growth happening. There is a lot of growth actually happening in those towns. And more and more FMCG and other marketers are looking for penetration into those areas. What are we doing in terms of a lot of work happening? And I can take a long session on that. But I think one small example I'll give you is we are working with some government agencies who have welfare centers in 1,000 towns. Okay. Not by the government. And they have this welfare center from which all the local health and the first one you and other programs are run. So, we are kind of with some agencies where they can put up a holding there which will be managed by the local people there which we can use for ensuring that the infrastructure stays. It is true. It is something which is not going to be touched upon as soon as possible. Various other activities are happening. But today we are not touching on it because I think it was not part of the discussion. Having said that, it's a relevant point. A lot of work is actually happening on it. We can have another session on it completely. I would like to give you a focus on rural market also and to give you some insight into what has happened. And I think why do you put that switch? Actually the urban markets catered only 50% of the overseas economy. The balance 50% is coming from year to year 3. And yes, in the last couple of years the growth of the clear 1,000, 2,000 towns has not happened much. Why? Because of the lack of available infrastructure, the lack of clear policies. But a lot of the growth is happening here. Actually happening in the year to year 3,000. And I can tell you for sure, as you guys are concerned, in the last one and a half year, I would have taken close to 300 sites only in the rural areas. 300 sites is more than what I am having. It might be a 100 to 100,000 towns. The very fact, because these sites, actually the efficacy of the rural sites is much better than the other sites. Why so? Because in the small town, you always have some kind of a travel, you know some places where people come in the evening, there is this other centre. And those kind of sites that are available are very very good. Around 40,000 movies a year, 50,000 movies a year, you can get a complete site. And that gives you a lot of eyeballs, a lot of. And with our kind of business, we are, you know, a lot available at the end of the week. I think that's the market which we are going to have. But I guess you like, this probably is not being talked about because again, the agencies who work in the rural areas are here to, you know, come to that kind of a majority level. But once that happens, you can definitely see a lot of leaders, a lot of reports being shared on the rural area. But you can be sure we are putting money in rural areas also. A little consumer perspective on this. There are marketers who are also leveraging the rural quite effectively. I would know of a two-piece marketer who has involved all the local village guys in terms of some education related to tea, et cetera. At the end of it, they had a picture taken and that picture was then put on the local morning. There is a lot of localization that happens in these villages. But the reason why we replicated it across a lot of sites was because it is in land. So why there is an infrastructure and a challenge wherever there is availability, I think advertisers also will need to do justice to the sentiment and also, you know, use the same paintbrush in these areas. Have you ever been to a rural area to check out the OOH? Or whenever the last time? Oh, you haven't. So I request you to do that because when you see the impact of OOH, what happens is that the values may be different to the rural sector versus the urban markets. Typically it means that your home could be painted by a localization and they kind of like put the name across and put my answer to you. That's why I know that. Shut down your shop could be painted by them and you will go and check out OOH. So there is a different attitude going on out there. So they kind of have an impact in the rural way. That's the products that are being used out there. So that's the impact to the audience to respect them. I agree with most of what has been said that levels of revolution are different between urban and rural. Rural is in a different stage of revolution out of home. But I can tell you, we have spent a lot of money on urban and rural India in creating new media. They created a lot of new media when they invested it. But yes, correct. It's not digital in nature as of now because it's at a different stage of evolution. It will follow soon, very soon. But as of now, there is a lot of investment and focus in those mediums. Any other questions? I just have an exception. We do a lot of disruptive stuff. We've done things for the Mumbai marathon and the Delhi marathon. We've tried to put on the whole link of the hotel industry where the rooms have been created. There's a lot of disruptive stuff happening but essentially it still remains a very price-driven industry. So the point is that we may not have the same kind of this appetite that are made by thousands of people but a lot of the owners' gains with the prices are there because till date it's a very price-driven industry. What's your name, ma'am? Hena. Hena. It's a mindset. It's a paradigm. And I've seen many of our lives changing in the last 20 years across industries. And I do a lot of things changing and I can tell you in the last five years the only thing is that in India things have been about playing 15 years late. That's our problem. But trust me on this one, in 2020 you will be seeing some smart things really happening out here. And if we both live until 2025 don't be surprised that there could be some chips that are embedded out here which are kind of connected between you and me. And I tell you I've protected a conference in the US where there were smart chips given to us on the part. So we just had to shake hands and the entire information got changed. Now coming to your point of view yes we're price sensitive but in India everything is price sensitive. If you're not in India you will always sell because you're cheaper, you're faster, and you're better. My point of view that I urge the analyzing industry is that sure what you're talking about is this problem is taking to the next level because your boss today doesn't see value because the client may not see the value but it's for people like you from the step children might say that I am the power and I'm going to change it it doesn't matter whether I'm the sister from the same other or from a different household. Absolutely. I listen to you do not educate the client for the power of OOH to any tell you. Last year, according to my data housing.com was the number of OOH spend, markup, and going forward most of the startup companies go for OOH not for television, not for any other stuff there's going to be a sea change and advertisers are not hearing this change they will be affected. When I read the housing.com landing itself into so much trouble you know look at all the startups they are in red but that doesn't mean that they will be in red you've got to be obviously there's a strategy behind it but sure the money is going to be affected I think so. Thank you ladies and gentlemen I think you've heard some very high energy discussion I think you've heard some some very views that you've shared, some very radical views some very different views we've tried to put forward a perspective on this subject I think one thing you will find across this discussion was there was hardly any negativity about the auto home industry which I'm glad in this discussion they've come through with very easy for us to create ourselves and I think thank you for also not parading as there's been a lot of hope there's been a lot of yes the guidelines that we need to remember is of course may be repeated like somebody was mentioning but it is we need to make ourselves more accountable. Measurability I want to get into in some way whatever way whatever way this medium has to become more accountable it has to become more with it in terms of technology investment from media partner there has to be more appetite from clients, there has to be more expertise from agencies so I think it has to be combination of all three that has to make this medium grow much faster and give it its new share people can all move and I think everybody in this room will agree that the medium works the medium works on the consumers mind at whatever level sometimes there's subliminal levels sometimes there are deep rooted levels it's a medium that works it needs investment, it needs thought it needs leadership, it needs talent completely agree and those are the things that the industry needs to work on and I know people at times some agencies are doing a lot of building talent as well and building this industry as it goes forward on that So you just heard that India is 5% of setting an OOH Mark my words but they are in India it will be the building OOH standards somewhere between the R-species between settings and Mark my words in the next four years that's one of the problems OOH is really going to come and complete wonderful only positive note I think we should wrap up this panel with a very loud round of applause exciting session here and we've got some very important audiences here also what I'd like to definitely mention is that there is some great work which has been done as far as our home industry is concerned and the awards tonight I would be felicitating some of the best talent some of the best work done in the last year so you want to watch out for the kind of stuff that's going to be played out here on the screen here tonight I also like to take this opportunity to thank our speakers here I'd like to invite them on the stage Mr. Keven and the family director and I would like to hand over a token of appreciation on behalf of the exchange for media group Dr. Lara, would you please come on the stage and for being felicitated by Mr. Nakhani and along with the rest of the panelists we have our competitors on stage please of course over between a medium that increases visibility more than anything else integration with a digital platform disruptive thinking and of course a lot of creators out there who are going to be speaking here tonight. Thank you so much Dr. Lal Mr. Jinn Mr. Djokramarthi, Mr. Gabor Mr. Shah, Mr. Anand, Dr. Singh and of course our session chair Mr. Vada Rishnu