 Thank you so much. Hi, Vikram. Hi, Sam. So normally exchange for media does a good job thorough job in terms of the the Validation and they do a thorough job in terms of waiting people that they get there This time they seem to have made some mistake because I remember 2000. I was remembering 2011 This city itself I put forth a campaign along with my team, which was No TV day and that's about 2011 right and about 12 years back so The irony of life and fun and maybe I think your scrutiny programs need to be slightly slightly more Regress, but jokes apart. I think I'll just take you through You'll you'll have numbers enough per se. I've tried to take a little bit of a different approach in terms of talking about Not so much the traditional numbers in terms of reach etc because those numbers are public, you know and please if There are any mistakes you've got to blame the gentleman sitting on that table because he taught me all about media and So so the blame goes there So we'll we'll start as So I think one piece that I I think about from a media point of view TV point of view I think we've got to do first principle stuff And I agree with the previous panel and which and Ragh on on the front That I think we need to get some of those basic questions sorted in terms of what are you trying to achieve? if I go wrong is Sam and to an extent Vikram in terms of sorting things out. Yeah, so this is what I did about 2011 about 12 13 years back so I think two bits which I think we've got a sought out and There is a little bit of a muddle in people's mind in terms of what we are trying to achieve what It's it's to me not simply just a numbers game. It's not Excel exercise Because you're trying to do something you're trying to achieve something from a business point of view, right? There's a there's a end objective that is in mind First we've got to figure out. I think very very plain simple English Hindi or Punjabi whatever Frames get you simplicity as to who's your customer and what are we trying to achieve and what can the Medium do in in that sense of the word and I think the word has moved away from a little bit of the salesmanship and Selling a unique proposition to as many number of people as possible at the lowest cost possible, right? The word in my experience. I think of handling brands for I think the last 20 25 years I think this is not the formula that follows and if we do only excel stuff I think the accountants are better and I think we can leave the job to them This gentleman you might recognize he got the Nobel Prize in 2002 2014 or 11 he came out with a fairly elaborate book in terms of Human thinking because the first piece the consumers that we are talking to our human beings I think that's the first piece. They're not just wallets. They're not just cement mixers like the business that I sell in and Dealing with human beings I think there are a few facts that you you need to you need to be really really clear of as to how do they make Decisions because that's what you're trying to encourage from your business point of view a lot of these consumers use not very hardwired excel sheet Analysis in terms of making decisions even the most complex decisions in life and that's the system one thinking that this gentleman talked a lot about and given that You people make decisions basis The number of associations that they have for a job that they have in their mind Therefore I think being vivid in consumers mind in as many ways as possible I think that's the task for somebody to achieve Therefore, I think the two big pieces that the current thinking talks about is I think building mental availability and building physical availability Those are the two important things rather than doing the USP and efficiency piece Is something that you've got it. I think really really think about and always remembering I think some piece that most business leaders and marketers forget that you're always dealing with human beings And those are the people that you're trying to nudge a Lot of times And we've been guilty of that. I think businesses have fallen for the the latest shiny of shiny object that's come comes along their way and and We we get metrics and people have gone to I think lead metrics and push push those things but we've got to remember in The complicated job that we have at one level. I think things are very very simple The biggest search engine that you have as consumers is your mind You tap the Google screen later. I think first thing that you think about is what comes to your mind That's what you're trying to influence in in in one one fashion so Rather than talk numbers I think there are three things which I believe and I don't believe I think TV is a panacea because If you have a headache you've got to take the headache medicine and And if you have a stomach ache the medicine has to be different but from a TV point of view I think three things stand out which are starkly different Which is validated by a little bit of experience a little bit of numbers and a little bit of science now I think first thing is attention second thing is emotion and third thing is fame and All those things are really really critical from the point of View of building mental availability and building the prompt of your brand and your category when The consumer thinks of a particular problem Now, I don't know. I'm not so sure if you can see the chart because it's slightly blurred here Watch this says the latest science says that as attention goes up Your business results stand up your top of the funnel Numbers and the bottom of the funnel numbers both go up as If you are going through a particular media the attention goes up and These are some of the numbers as to how various media stack from the point of view of of Attention so starting from the left this is what TV does and Going to the extreme right is what digital Out of form press etc to now what this tells us is that the attention currency while we we buy most media from the point of view of Opportunity to see and opportunity to view and those are the very metrics that the industry has built However, the basic piece if you are trying to communicate to human beings and trying to build mental availability I think attention matters quite a bit and you are talking in very starkly different numbers as far as Attention is concerned across medium when you serve your message or when you serve your proposition to people and I think most digital mediums Do not cross the there needs to be a certain threshold in terms of attention for things to move a message to move Into your memory right the number I think the latest neuroscientist Sales is roughly about two and a half second Unfortunately, I think most digital media does not cross that threshold So if we are talking and it's horses for courses because if we are talking in terms of building long-term brand building if we are talking Versus if you may harvesting The business and only talking in terms of same sales conversion Then you need to go to media, which is slightly more long-term and slightly more attention driving right rather than rather than stuff and the why is that most There's the chart which which tracks roughly about 130,000 ad views and on digital Less than 85% brands don't cross the two and a half Second threshold in terms of attention giving right and therefore that's something that you've got to keep in mind from the objective that you have in mind The second piece is I think and therefore if We can all have science and huge amount of intellectual debates If people don't see advertising and it doesn't get the requisite attention Even beyond the viewability numbers that are being talked about then all of rest is kind of pure academic stuff The second piece I think There is latest thinking that calls that the right side of brain talks in terms of or takes in information Which is slightly more vivid It's information which is slightly context-driven and that drives That drives long-term brand-building and long-term mental availability And the left side of the brain which is largely transactional looks at stuff on a one-on-one basis but doesn't drive too much of kind of emotion per se and Right about this time What do you see the two graphs as to? What various advertising over the years has been driving and you see that curve splitting up around about the time about 2000 2000s kind of stuff and that's the time where you see I think the increase of digital advertising What's happened so far? Therefore there's been a huge dip in terms of the effectiveness of advertising and that coincides with how I think people have taken the shiny object digital advertising by the way is not bad but how people have taken the shiny object and gone ahead and Deployed it for means or deployed it for objectives, which digital advertising clearly does not sell kind of stuff, right? So we've been seduced by the FOMO. We've been seduced by the free eyeball stuff We've been seduced by having something to talk with our CFOs and saying that we have instant measurement that comes our way and Therefore, I think a lot of advertising has moved towards short-termism, right? And we've focused largely in terms of efficiency rather than effectiveness and Harvesting rather than sewing and doing long-term brand building, right? So the last piece that I'll put on board up after attention and emotion is I think it's a fairly profound I think statement that somebody made this gentleman Marshall McCollum he made this statement in some sometime in 1960s and he said Medium is the message and I don't think we've really profoundly appreciate how simple yet really really pointed his point his point of view is and deaf the the real point about this is that the content of the Of a particular medium can play in inside only the boundaries of that particular medium, right? Beyond that. So if you look at television and television is ad is entertainment You see news you see cricket you see soaps all fall within the genre within the quote-unquote It's tending towards entertainment as you would the second piece That's very very critical is how the medium is shifting And medium is in one sense enabling irrespective of the content. It's enabling a communal Experience and therefore building fame if I take the world The 9-11 piece I if I take desert storm if I take the IPL All those events while there are 22 men playing on the field You've had almost 200 million people enjoying that same communal experience at the same time Which only a medium like television can do and therefore television builds huge amount of fame and these three principles if you may of attention of Of emotion and the third piece of fame are things which are embedded into the medium itself While numbers might go up in terms of penetration or come down I think because we are dealing with human beings and because we are dealing with a medium I think those principles remain the same and therefore For the right reason in terms of brand building long-term brand building there doesn't seem to be a equivalent comparison To television as of now or the large screen as of now because it's a it's a It's a stand back medium where I give an engage With that particular medium and allow messages to come to you and therefore enable the ability to do To do if you may mental availability and and long-term brand building, right? Last piece I think There is I think Peter field and let me net have called that we have been in this business in terms of Rather than doing long-term brand building, which does the top of the funnel work as well as the as well as the Incremental work we've focused largely on things which are which are in the harvesting mode and only in terms of Efficiency and not looking at the long-term play TV does that job reasonably well, you've got to keep the faith and not keep things moving up and down all the time, right? So that's all that I had to say these three things from our TV Learning point of view any questions you can direct at the gentleman there He'll he'll help you answer those questions, but happy to take a comment or two