 Up next, it's going to be a next very super interesting session which is coming up. That is, he's the executive, the president, head marketing, Aditya Villa Group, Ultra Tech Cement. He's been somebody who over 25 years of work experience in marketing, sales and business assignments. He's had a rich and deep exposure across various industries, including FMCG, Consumer Finance and Media. Well, prior to joining the Ultra Tech Cement, he was associated with brands such as Nestle, Colgate, Parmoliv, Kothridge, Surali, General Electric, HD Media and Kothridge Consumer Products. Ladies and gentlemen, help me in welcoming on stage none other than Ajay Long, the executive president, head marketing, Aditya Villa Group, Ultra Tech Cement. And he's going to be sharing a case study on brand secrets to create content marketing. Well, with this, it is now time to invite him on the stage. Ajay, thank you for joining and giving us your valuable time over to you. Thanks. Thanks so much, Bhavna. So I think if anybody wants to, I think, look at the Ultra Tech journey in terms of content marketing, we've undertaken that journey less than, let's say, a couple of years ago. And I think we've made a very large dent in terms of how our category is managed and how our brand is managed and how the path to purchase is. It's not another tick mark into a large 360 circle. So I would leave. I think anybody who's keen on, and especially anybody who's building their home to possibly go across to one of our website or social pages and, and various other touchpoints where, where I think the team's done a brilliant job in terms of doing content marketing. I thought we'll just just still focus a little time on distilling some principles and directly come on to onto onto that and share a little bit of that journey. I think these things might not sound very. I think esoteric yet. I think some of the basics being done right is stuff that we we pride ourselves, both on home building as well as I think marketing and content creation. So we spend, I think close to 95% of the time if you've got a chopper tree. I think we spend 95% of the time sharpening the axe and possibly 5% of the time hacking, hacking stuff and getting the big questions right in the category, right. We use digital fairly effectively, but our digital is not for advertising right it's it's to empathize with our customers it is to reinforce the empathetic expert positioning that we have. These three are three basic questions that I think we, we focused on who's our customer, what are we selling to that person, and what is he or she buy, which are strange things to say, because the name of the company starts with I detect cement. We are, I think by far, the largest player and the third largest cement marketer in the world. In India we the next players next two players combined are roughly about 60% off of architects reach and strength in the market, and we've gone strength to strength in this category if I take the last four years. So we would possibly have grown at the envy of a lot of FMCG or are fast moving consumer goods companies, I growth rate would be an envy of that. Going by the previous panel, just sharing it with a more that we also do not exceed more than 1% of the ATL money but that's not the key the key of things is the power of the ideas that we bring on to the table, right. First and foremost, I think what we are very passionate people marketers are very passionate and typically type a people and our focus on brands is very, very strong right on our products that and the categories that we market is very strong. However, consumers are very often not focused on that. And especially when we are looking at content creation and content marketing. It's the consumers life which matters more. And that's the overlap of the consumers life and the product category is the intersection where great brands evolve. And it's the conflicts that we resolve the jobs to be done that we sought out that creates great brands, not Tom Toming our own stories or celebrity influencers across across the board. Yeah, there's one of the dimes of advertising, and he talked very effectively and particularly about that is that people are bothered about their lives. And it's only when your product or your communication or your conversation intersects with that. It makes it interesting, it makes it valuable, it makes it pertinent from from their perspective. The one piece I'm a very big fan of one of the advertising biggies which is Bill Burnback. However, his point was that your product your communication your marketing cannot add to the proposition. And while that's that's one thing that I disagree of all things that he talks about. I definitely believe in some of the work that we've done in ultra tech. It's not just magnifying the proposition. It's become a part of the proposition. It's, it's added value to the consumers. If we wait clearly and very early realize that we are cement violin mind share perspective and ultra tech as a brand in mind share is very large. Yet when somebody in India makes their own individual home, the cost that out of wallet cost that gets out of the person is less than 15% Yet the responsibility that we take on in terms of making sure that the home is is built strong durable and the best quality is much larger than the 15% that we charge and therefore creating and it's a reversible process at home building and usage of cement is a irreversible process. In that sense, we liken it to getting married or getting your heart operated. That's that critical and therefore the content marketing that we've done adds to making sure that in that irreversible journey we don't go or our consumers don't go already irrespective of whether they're using cement or not and thereby we create humongous value and extend our brand even further right. Great brands solve great conflicts and whatever I'd use this word interchangeably, if great brands solve great conflicts, then great content should also sort stuff which is which is taking a really big bite at the consumer problem, the jobs to be done. And from alter tech point of view, home for most people, not just financially financially everybody knows it, but emotionally also in terms of demonstrating their competence it's one of the biggest project of the home builders life and solving a conflict within that it's the great ask that brand alter tech does in their consumer building journey. So I've listed down I think very, it's a short session, I've listed down very very pithily a few things from a from a guideline perspective which we try and follow 90% of the time. First, I think our give is that we want to broaden the vision that you're looking at from a communication perspective. Your content is not just on the internet, your content is also the cement bag that you're giving your content is the pack size that you're giving the dosage that you're giving. And it's also beyond the category that you're looking if the job to be done by the consumer is a large one and you play while a critical portion. The entire job to be done by the consumer is is what should be bothering you or is where you want to help the consumer content marketing is not just about informing it's not just about communicating. It's taking on a hairy problem and adding value to the consumer right. We've as kids we've heard this folk tale lots of times that young boy got a vessel on which food never got over right. It's a it's a it's a gift that keeps on giving and irrespective of the money irrespective of the budget. And inside not just from a category perspective the human insight that is where the category interacts with the lives of your customers. And that's that's huge and that's the one that is a gift that keeps on giving and effectively using that in the content creation is far more critical. We don't have a we don't have a celebrity we don't have in our content, entertaining content, yet I think the insightfulness of it is the reason why just in the last two two and a half years, our content has gone to over 400 million plus people. And it's the empathy that we demonstrate with the consumer and the jobs that they have, which is which is the key. Second, I think content creation, along with advertising, along with the stances that we champion is something that gives people the reframing the category opportunity, right. We've reframed the category as usage of cement to demonstrating their competence, it's the biggest project of their life. And that's how the content helps magnify the value of the brand and magnify what you bring on to the table for the consumer. Interestingly, we don't need Facebook and YouTube to target digital advertisers promises a lot of it. Content is such, and it is so sharply focused in terms of its utility, it self selects people who are in the market, who are in the consideration who are in the thinking, or who are thinking anything related to home. And therefore targeting is is almost automatic for these hundred plus people. What's matter right what you say how you say, how quickly you say it. I think these are all, I think, hugely undervalued assets and skills that we've honed sharpened our pencil over a long period of time. It's going back to Melbourne back it's not what we say but what the reader gets out of it, that's crucial. And all the panel talked about is language the vernacular, where they're using it using the medium, all those things therefore I think become crucial, and more crucial is learning the human insight in that communication skill that that is crucial from from our perspective. The content we believe if we remove the ultra tech logo, our tone of voice, our effective expertise is so strongly impression on the content that we put out that even if people remove the content the logo of ultra tech offered a lot of form builders would be able to recognize that this is the content which is strongly coming from a leader in the market. Getting things simple is is is possibly the most complex task as I think it's given to mark when he once mentioned that if I had more time, I'd possibly make it shorter. And that holds true for content and content strategy because you're trying to solve a problem for the consumer. And rather than going on with with the huge ego talking about your own self, I think the focus should be the consumer problem that's that's pertinent. And that clear thinking should be made visible, not only through your communication, not only through your content strategy, but all the outreach that you you're doing as a brand. And it's, it's the show that matters not so much how much you talk with with respect to the consumer. We believe I've, I've put it formula is how, how much you multiply the utility that you have for your content, how much you can inspire your consumers, and how much how well you demonstrate empathy is what what gives out the quality of content to do your Right. The last piece that I'll possibly address is, how do we get in this. There's a lot of talk off cluttered market. And how do you break out from the attention deficit and so much clutter. Our answer to that is fairly simple is to stand out, do stuff differently. And that's, that's what makes us very, very different in as far as the market is concerned. So I think we've had a wonderful journey in terms of we've kind of chosen our parks and been slightly different and content marketing and cement being mentioned in the same same breath is something possibly a couple of years back, people wouldn't I think we're doing very well from that perspective and in one sense redefining the path to purchase within our category. And more importantly, we're helping home builders build homes, which are with a stronger more durable with less wastage of money time effort. And I think that's the biggest reward that we're getting. Right. So on that note, our presentation said it all and definitely your experiential sharing. I'm sure we'll go miles on everyone who's watching us live today. A lot of experiential sharing right there. Thank you so much on that. Great. Thanks so much.