 You cannot be a brand if you are not consistent because then you are just a schizophrenic personality that's floating around in the world of marketing, right? So I don't think it is a consistent versus persistent debate. You have to be consistent. I mean just like as people we have to be consistent, as brands we have to be consistent, right? But think about it like this, as people we evolve, that's what brands need to do. As people we sometimes go out of our comfort zone and surprise everyone. That's exactly what brands need to do. Coming to the persistent point of view, I think the way young brands like us look at it, persistency is actually an expensive marketing route, right? And when you are young you are actually first trying to find out what is my consistent message.