 Ladies and gentlemen, with that we will be moving ahead with our second panel discussion of the day which will be on integrated marketing and digital acceleration that will change the future of communication and challenges that it poses. Let's have a round of applause while I welcome our session chair for the panel discussion, Mr. Ahmad Nakwi, CEO and co-founder Gozoo. A very warm welcome to you. Mr. Nakwi will introduce you to our panelists and take them forward. Great. Lovely. Thank you so much. A very good afternoon to everyone here. And what I'm really kicked about today is that our topic of discussion is one of the most important points not just for marketing departments but for the entire C-suite in brands and businesses. And what I'm even more kicked about is that to discuss it, have some of the most amazing people of this industry to come and share some of their secrets and some of their tips and tricks. So without further ado, let me quickly welcome Mr. Santosh Iyer, the vice president in sales and marketing and also the member of leadership universities, Benz. He has over two years of experience in the automobile industry across sales, marketing, customer service, operate affairs. And he's also been instrumental in making service differentiator as a key parameter to achieving service excellence in customer loyalty. Welcome Santosh to the panel. Thank you. Pleasure to be here. Great. Next up, we have Hitesh Singhla who is an AGM marketer for KAI Group. He has over two years of experience transforming businesses and innovation across industry and he's worked across various sectors. Welcome Hitesh to the panel. Thank you, Ahmed. Next up, we have the chief marketing and digital officer for Payback India who has over 22 years of experience in loyalty, digital marketing and payments. I would love to welcome Mr. Ramakanth Khandelwal to the panel. Thanks, Ahmed. It's a great pleasure to be here today. Next up, someone who started his career as a motorcycle designer and pivoted the entire design global business for Tata LXC. And then to leading strategy and marketing for the company, Nitin Pai who is the chief marketing and strategy officer at Tata LXC. Welcome to the panel. Great. Yes, we have Nitin with us now. Welcome. Our last panelist, but not the least, is the chief marketing officer for AirAsia where he's in charge of marketing, PR, corporate communication, e-commerce, and he's had a rich experience right from working on exciting projects like Tata Nano to ginger hotels to leading marketing for Tata UK as well as innovating and coming over to offerings like Vivaantha Brand which has now become a Harvard case study. I would love to welcome Siddhartha Kutalia to the panel. Thank you very much. Pleasure to be here with all of you. Great. Welcome everyone. See over the last one year, you know, we have seen life as we know it changed completely, right? And take a picture of the smaller things and these smaller things are all led by how our audiences have changed their behavior, the way they consume content, the way they transact. And as marketers, we've been using the phrase digital acceleration as a blanket term for what we are witnessing. This is really fascinating at the small nuances and that's what you get in and dig in to your minds with your experience to possibly make the audience much richer. So before I deep dive into the entire discussion, just a friendly reminder to the audience, please do keep your questions coming bigger, small, smart or not, right? If you've never asked, you will never know. This is a great opportunity to get the minds of rich panelists here. With that, let me now straight dive into one industry which has seen a lot of flux, a lot of change, a lot of restrictions, which is a travel and hospitality industry. And let me get Siddhartha into the picture here, right? So how has the audience behavior changed in the past 12 months and how has digital acceleration really helped that? So it's very interesting. We've obviously been watching this quite closely. I would say that it's not just the behavior, but it's the demographics itself of the audience that have changed. We've seen, for example, a change in the demographics becoming decidedly younger immediately after the lockdown in May and more diverse. And that has brought own behavioral changes with that audience. Younger consumers tend to be more digital. They also tend to be more open to new experiences and new service offerings. We've seen that their resilience to the pandemic has been higher. They have been more optimistic about coming out of it than many of the other audiences. At the same time, the purpose of travel has also changed significantly. So there has been obviously a significant, and it remains muted, business travel and corporate travel remains very much muted. Business friends and family continued to be quite high, but the nature of that family visit moved from festive occasions to actually be permanently with friends and family and moving from between hometowns and traditional office towns. And at the same time, the loss of production and leisure or holiday travel in the immediate aftermath of the lockdown has actually resulted in a significant pent up demand, especially among these younger consumers. And now this has enabled us to really change the way and the dynamics in which we deal with consumers to take one of the examples of digital. The fact that it's a younger audience that is more open to digital service offerings or engaging on their ads. Simple things like Web Check-In percentages to go over 3-4 to over 90%, while most traditionally corporate audiences etc. used to do counter check-in. Now over 90% of the people are doing Web Check-In, which means the amount of personalization that you can do, the amount of data that you can gather prior to the individuals actual travel has increased significantly. We've been able to introduce new biometric boarding processes with Bangalore International Airport, for example, using your face as your boarding pass. We've offered new services in the entire travel ecosystem like baggage delivery services from your airport to your home with FlyPot or starting new partnerships like with Tajotels or with AVS etc. Because consumers are now seeing the travel experience as one holistic experience and not broken down into the various, this is how I will travel to the airport, within the airport, in the flight etc. So there's been a lot of change in that sense that we have witnessed and I think a lot of it is here to continue and this is the new novel. It's important you mentioned about the pent-up demand and Santosh in the picture, because Santosh for your industry, when the lockdown happened, everyone is tired, everyone is thinking about driving or going out. But in recent times, how is the YOLO mindset of audiences really impacted your industry? Have you seen this behavioural change, Kim? I think Santosh dropped off for a while. But I can just quickly join in. In the meantime, Yitesh, why don't you share your perspective, because one of your passions is gauging the pulse of consumers of today. Definitely, it has been a mixed bag of time and we had seen a big change in the behaviour of consumers. And actually the consumption pattern has changed whether it is good services or even the communication for that matter. Because communication is the very base line of whatever we do as a marketer. What we believe is that there has been a huge exposure of to the consumers just because of the digital acceleration. And we think that there is fuel by basically three factors. The first is the economic downturn, which is leading back to basic for the consumers. Second most important is the preference shift in terms of whatever is giving them higher value, safety and convenience is moving up their heads. Just to give you an idea that Weki is a hundred and thirty years old Japanese organization who are manufacturers of razors, housewares and lots of big consumer rate. We would have at least 10,000 SKUs. One of our category is women's reserve and it has gone tremendously in last 12 months. And the reason is something very different. Now women has actually preferred to use razor at home instead of going to salon because of this pandemic and all that stuff. And this is a very good example of change of consumer buying behaviour because they had preferred safety and their concern for all the concern for basically you can say exposure. Or their own themselves, basically how they can take care of themselves during this pandemic. And this has actually given a boost because of this has been a basic factor for a boost because of the digital exposure. Now they can see the product what they want. They can offer the best, they can get the best price, what exactly is going on the market and they can actually purchase it from anywhere they want. So the exposure has given a change to the preference and the buying behaviour. And the third most important thing is the importance of options. Now consumers have a lot of options to choose. Earlier the buying behaviour was that you go to a shop or a consumer go to a shop whatever 8 to 10 products which are there on the shelf. You pick and choose from them. But today the world is on your shelf. So you can pick and choose whatever you want at your convenience. So we think that there has been a drastic change in the behaviour of the consumer. How they are picking and choosing of the products. And this has been boosted because of all the digital exposure. You mentioned that and since we go back on, I would love to get your perspective. Santosh Siddhartha also mentioned about pent-up demand. And for your industry the initial period of last year was someone which wasn't, you know, people are not driving going out. But the yellow mindset of audiences and the pent-up demand. Has that really changed the change of your audience behaviour and you think this change is here? No, exactly. We were the most priority purchase for many consumers. But as it unlocked, we also started doing initiatives. We had a campaign for that. And we also shifted significantly to the digital platform. This is one of the first to have a platform to sell luxury cars. There was a time where people thought nobody would buy luxury cars online. There we have 15% of our sales coming to the market. And digitally assisted channels. Similarly, because of that platform, you know, when we were moving to press communication. You know, the typical... But we shifted that, we did the digital format. And again, we were able to reach a lot of audience. We were right. This entire yellow mindset coupled with new use cases. What the f**k do we do with this? Good friends of ours. They are here on the panel. You know, people are a bit difficult to travel by air. We eat those Bangalore Chennai, Delhi, Chandigarh routes. And many of them actually opted for city cars. Because they said they would like to use roads. So we had this energy to come. And I think there was a time where we were able to also intervene with a very strong planned communication. Using e-commerce as a platform. Using the power of the start to again tell consumers that yes, it's unlocked. Not only unlocked from the government, to unlock your mindset to lead the people to try what it is today. And I think we have seen good dividends out of it. A couple of cars that we lost during the pandemic. They are actually sold out till next March and April. So you know, entry level cars and stuff. They are all expensive cars. And we see a great demand. In fact, right now demand is more than supply. And then nobody could have entered. That's lovely to hear. I think music tour is yours. And you know, who would have thought a few years back that people would be buying luxury cars online. And I feel that if there is someone to be blamed or rather to be credited for, is also the digital payments industry. So let me get Ramakanth into the picture. And Ramakanth, you know, how according to you that this behavioral change of using digital payments, how is that really impacted marketing? And as marketing itself evolved in the past 12 months, according to Ramakanth, you're actually on mute. So we can't hear you. Can you hear me now? Perfect. Yeah. So this evolution has been in the making for quite a long time. And I would say that pandemic has probably only forced customers to try this out. The people who had been the early adopters of this or companies that were rolling out these solutions were very confident that, you know, if consumers were to try this out, it's quite likely that they're going to like the experience, the convenience of it. Okay. And they will become loyal customers. There were a lot of fencers and, you know, they were not trying it out, but pandemic force because there was probably, you know, in many industries and in payments, there were probably no other options at one time. I mean, during the course of the pandemic. Let me also, you know, take this a bit forward because our company is not only focused on digital payments, but, you know, we run a multi-channel and multi-partner loyalty program. So the way we have looked at this whole industry is that, you know, the marketing industry, the digital marketing industry is that every company from a business perspective probably is looking at, you know, two things. They want more new customers and they want to retain their existing customers, right? And digital marketing is coming in as a performance marketing, which is making things much more measurable. And by no means do I recommend that digital marketing is the only marketing channel that we should adopt. But digital marketing as a performance marketing gives you all the right metrics. So first of all, we put it and, you know, customize your marketing approach, the communication approach. At the same time, you look at the entire funnel in terms of how, you know, your approach is performing. And, you know, I'm not taking you from some of the earlier, you know, points mentioned by Siddharth and Senthosh and Ritesh. So we have looked at in terms of utilizing the digital marketing platform. We have looked at in terms of three aspects to the whole communication. First is personalization. Okay, digital marketing is very closely linked to data. I mean, if you don't have rich data, you don't have data analytics, frankly, there's not much, you know, much length that you can cover. So personalization, understanding of your existing customers, understanding of the prospective customers, and then creating the cohorts so that you're talking to them in a manner that is going to, you know, get them interested, right? So personalization is a key. Second is relevance. I mean, there are so many hooks that are available today, customer behavior hooks. And we have to use that to figure out that, what is it that is relevant to a particular cohort? And let's focus on that, which is, you know, doing everything for everyone and in the end doing nothing for no one, right? So relevance is a big part. And what is the real-time aspect of digital marketing? I mean, you launch a campaign now in half an hour, you actually start seeing the comparative performance of this campaign versus your, let us say, business case versus your past performance versus your other hypothesis, right? So we have been working for our captive businesses as well as for our partnerships, keeping these things in focus that how can we build more personalization, more of relevance, and how can we react to things in almost a near real-time manner? That's how I would put it on. Ramakan, interesting you mentioned that and some very valuable things to make note of. I would love, from Nitin's perspective, Nitin, you have worked with so many different brands across industries. And, you know, would you agree with what Ramakan is saying in terms of digital marketing being more towards performance marketing? And is that the way most brands and marketers are looking at it? And how you're releasing nothing evolved? Right. Again, of course, I love to acknowledge that I operate in a B2B business, right? And we are in technology and design services, says. So which means that I sell the idea first and then I win a deal and then I execute on the deal. Unlike a product that is then is available and then you're only trying to sell that. So for us, the biggest challenge is that we are a direct sales. So we are B2B, we are direct sales, we are global. So 90% of revenues come from outside the country. And what do you do when the world is changed to a point where your customers are not meeting you anymore? They can't. And two, your business is based on the ability to meet people, develop a relationship, build a confidence, and then we are going to win a deal and execute. So on one hand, I would say, yes, we have pivoted significantly digitally. So marketing has become digital, but marketing has actually become more sales now. Because they're actually helping the sales organization overcome this aspect of the fact that they cannot meet people anymore. How do you bring that experience? How do you bring the company to the customer? In many ways, I would say that would be the challenge of the Santosh too. How do you bring all the employees to the room of the consumers rather than hand going to a showroom? For us, I think marketing has changed to one, a lot more authentic, short messaging, to a lot more advocacy based. Because if you want to build trust, the best way to build trust is to have somebody else talk about it with you. And somebody who has been there before. Number three, we are going to augment what we would have as otherwise human touch with virtual tours. For example, we have virtual tours of our office now to just tell them, look, this is where people work, this is how we do things and so on. And lastly, I think also the control of the environment. And I'll give you a simple example. Just look at the six of us today. If you were to do this live even, I'm wondering how our dress code could have been different. Totally. Even two. I would be wearing shorts below my t-shirt. Balance between authenticity and the fact that you look your virtual self. And how do you bring balance? I think it's a big challenge in terms of this whole driving of experience in the sales and marketing business. That's a challenge that you're actually living through now. That's a very interesting point of view. You know, you get a suspicious perspective on this. It is the line between digital, mainline, all blur, everything getting more integrated, possibly more dribble swing as you come. What is your perspective on this entire, you know, tectonic shift is happening in the market? What I feel is that the way we are going, definitely based on the field. But as of now being present in both online and offline. And both contributing to the substantial business share. I think there is a need to maintain a balance, a fine balance between all the platforms we are communicating. Because the way we're moving forward is that you first hear the consumer about our perspective, our sense of perspective. And then from a digital, offline perspective, when they reach to the shelf, when they reach to the offline stores, we need to assign them to our product. So this has to be a very, very good balance and dynamic balance because we cannot maintain the same balance over a period of time. So we need to be very, we need to be changing very fast in terms of our communication, but still maintaining the same thought process that whatever consumer has seen on the digital platform. Actually, that thing is on the actual physical space. So I think as of now what we are believing is that a very fine balance has to be maintained moving forward, at least for next 8 or 10 months or maybe a year or so moving forward. Until unless we see that whether it was this digital boom is still in its initial phases or it has getting into some sort of shape. So it would be very important to observe very keenly how we are moving forward on this platform and technology is supporting this. It is why we watch it very keenly, observe it and maintain this fine balance. Do you have one mantra for aspiring marketers or one mantra to abide by? Yeah, what I will say or as a brand we believe is that we need to create value for the consumer. And after that, let's leave it for them to decide. Because in the given platform, if we are binding or we are trying to catch a consumer, it would be difficult. So we give them a value proposition that okay, this is the way our brand is creating the value. Then we'll give it up to you whether you choose this, this or that, whatever you decide it is your option or your choice. So this is what I feel is the way forward should be for the consumer. So don't catch but give them value, right? Definitely. Thank you. Thank you for that Hitesh. Hitesh, I know you have a hard stop and we'll continue our discussion now. And let me get Ramakanth. Thank you so much for joining us and making this. Thank you. Thank you and it was a pleasure. Thank you. Ramakanth, Hitesh did mention about the fine line, the fine balance. We have to observe the space keenly. You mentioned about benefits of digital. But while adopting a digital first strategy, do you also think there are some challenges or some red flags that a brand or a marketer should be careful about? So in terms of challenges, the infrastructure has to be created in the organization. I would say actually it starts with a digital vision because it has to be bought right at the top most level. And it requires a lot of infrastructure deployment. For example, you need to have the platforms that will start talking in a harmonious manner. When we are talking of personalization, we're essentially saying that we understand the consumer and we will be able to do things which are right by this more interesting for the customer. Now, understanding the customer means that all the touch points where customer has left some footprints, we need to be able to get it together. We have to make it more actionable. The insights are available in the organization. They are mostly available in silos. We have to bring it together and that's what the integrated approach is. It's not just the integrated communication, but even the backing of it has to be fully done. And then the outward of it is the communication which is going out through multiple channels. So infrastructure, the vision, and that will help us get the right investment within the organization. The bringing together of all the teams, that is one part. The challenges which are going to come and I think they are already being discussed in some form or the other. We are really talking about making this more effective by understanding the customer, which means we are collecting a lot of data from the customers. We will run into privacy issues if we are not handling it in a transparent manner by taking customer consent wherever it is required. Because we are going to use, if we need to personalize, we need to first tell the customers that it is being done for all the right reasons. That our objective as marketers is to make things interesting and easy for them. And that's why we are collecting this data and we are going to use this data to benefit them in the end. Privacy is definitely one thing that we have to observe and adopt in our approach. The last thing I would say is that sometimes we just get over, we try to go overboard. The level of communication. So if you search for a hotel room in Masuri, in one of the travel websites and go to internet and everywhere, you will see the same thing. You have probably gone to Masuri and come back and you might still see the same thing in some other places. I think these kind of behaviors have to be controlled. And while this is a dissonance that may not directly hurt your business, but some other places it can, if you're sending too much of app notification, customers are going to uninstall. In our business and again, it is all through learning over the decade that we know that we have to control. You have to monitor things like the unsubstantial rates of your emails, your app uninstall rates. I'm sorry one last point. Digital is a lot of our data, but I think the rational part of marketing sometimes takes over the emotional part. And we as marketing leaders, we can never afford to ignore the emotional aspect of marketing. There are so many advertisements you see where the emotions strike such a chord. And some of these things become really viral for the right reasons. I think it still makes you very rational. Every time you really want to see the funnel, you want to see the conversion rates, sometimes we tend to forget the emotional aspect. Now Ramakan, interesting you mentioned that because there has to be a good blend of creativity as well as performance to really make a cohesive marketing plan. And those creative aspects would ultimately lead to those emotional connect, which will help in the long term for brand. So it's important point that you make there. But as they say that with so much of action happening, so many trends changing, so many behaviors changing, the proof of the pudding is in the eating of it. And for learning, it is in the doing of it. So let me get Santosh into the picture and ask you Santosh that as an iconic brand, what kind of campaigns have some of these techniques of digital being leveraged by your brand? And is there any learning from that? For sure. I think what we have seen in these times now with the faster adoption to digital, the first of all, this thing that we are seeing is the way consumers look at data. We did some research and consumers were more than willing to give that to a brand like Mercedes Benz than to some e-commerce website. So that was positive. But on the other side, we felt a huge responsibility that we are collecting data, not only via marketing, but today with all our character, how we can collect data transparently, how we can respond to it and how much we can make the concept explicit. I think it's a huge responsibility when we are now handling so much of data with us and the way we communicate with our customers, what do we do? So I think there needs to be a very strong compliance management system when it comes to data protection, also usage of data. And these are some aspects which are emerging when it comes to marketing. In terms of campaigns, I think this is a prerequisite. Even when we discuss with our agency partners, when we look at integrated marketing, how can we look at this overall piece right from our... And this is no longer just a buzzword. I think the starting point of any campaign plan is on this omnichannel experience from a digital experience. And I think that that's the biggest brief that I have seen in the past until 18 months from where it used to be vertical lead or it used to be mostly the conventional piece, the PR piece and maybe also digital used to be one of the separate pillar assets. But the key is how much of customer journey you can ensure you are able to give a seamless experience right from the time he visits on a search result till the time he even buys a car and then even the poster purchase because we continue to get a lot of data from the car. How can we make it to not to push things to him or sell to the consumer? But how can his life be made simpler using the data that he has given us constantly use and do it? So I think that's a fundamental thing in our industry that we are seeing now. Merchants of data, getting a digital marketing as well as a customer experience. As you mentioned a lot about data. We have Siddhartha on the panel whom I'm sure has a lot of data to work with and to play around with every single day with so much action happening and possibly also belonging to an industry where you know the behavior has changed drastically as you mentioned about the way people are checking in now the way people are thinking about that right. So is there something that you have done to make your brand more closer to your audiences in the past 12 years any campaigns, any innovation. You mentioned about the other thing that has been installed. Is there any other thing that you have done to share any lessons from that? Yeah, I think there's a lot that we did going back to the basic tenets of marketing which is follow the consumer and follow what the sentiment is. So when we entered this we broke it down into what we thought and turned out actually to be a three phase strategy. We said there's going to be the initial page which was isolation. So we said we will first look at response, then recovery and then rejuvenation as a category. And in the response phase we're really responding to the sense of isolation that people were feeling in the cope of the lockdown the significant travel restrictions that they were which were changing often and that led to a great deal of uncertainty and at that point of time we felt that the primary focus that we should be doing is not selling but engaging and empathizing with those consumers. So we started by exhibiting a lot more flexibility in terms of our cancellation policies, fee changes, etc. Phase two was really about cautiousness and community building where we wanted to celebrate that spirit of resilience that was there in the community at large. And here we pivoted to a lot more on media, PR and community building exercises. One of the first things that we did was actually address the issue of migrant labour who was stuck in their cities and not being able to go to hometowns and did a large number of flights from metro cities back to places like Ranchi, Bhubaneswar, etc. where we had additional capacity which we were deploying we called that the Umidki Udan initiative which was covered by Discovery and a couple of other networks as well quite positively. And then we did two more which we called the Aereja Red Pass first for doctors we announced 50,000 free seats for doctors and members of the medical services and then again on Independence Day the members of the armed forces where we again announced 50,000 free seats for members of the armed forces so none of these were oriented towards selling flights but they were saying this is a period where there is a great deal of uncertainty and there is a sense of community that we need to build and how do we do that by using what we have spared at the point of time which is seat capacity and it's only very recently in the course of the last month that we have now moved into the rejuvenation phase with younger optimistic consumers with the latest campaign which is time to travel so it remains to be seen but I think the trends are and the tennis that we went back to is to say let's go back to the basics of marketing and follow what the consumer wants to do and try to tell them what they should be doing I think there is a great lesson there not to lose on the basics, the fundamentals remain the same the mediums and the way we connect would have changed and evolved a great lesson there let me also get some lessons from Nitin on this Nitin, what are your biggest learnings? and if you have to give one advice one main mantra to aspiring marketers what would it be? so just picking up on what Siddharth said I think for us also it's been a journey of exactly working with customers and prospective customers to the same three stages how do you survive that first phase where everything is on hold and then you move to recovery and then you move to a transform part I think a lot of our messaging both digital and integrated has been along the same lines the surviving phase was really about telling customers don't worry, we've got you covered and we've pivoted everything that we do to work from home, digital and we're not letting the ball drop and a lot of this in that sense you think about it cannot be mass messaging, it has to be personalized it has to be leadership getting on the phone and talking to somebody else on the other side it has to be people connecting one to one while with a broader audience you can encourage them to say look we're doing all this well for existing customers do you want to get on board too? the recovery of the transform phase has more been about how do we help them in a journey where on one hand R&D budgets are severely constrained you have to spend on multiple areas but your your revenues are going to follow later if at all and therefore I think it has been digital first but I think a lot of it has been focused on how to make sure that we deliver right we deliver at the lowest cost and we really transform their their journeys too from a mantra perspective coming to that I think I love the one which says build what 100 people will love not a million people will somewhat like so I'm a core believer in that in B2B I would rather go after the 100 than after a million from a B2B perspective I think that's a great mantra to stick on and buy would love your one line mantra for aspiring marketers what would it be? well in my experience in the industry I have seen agencies, marketeers we are all very good in making a lot of nice but I keep telling my team always this is my favorite I say execution is the only strategy customer sees so if you are able to execute what we show in slides I think our job is done all of us in that sense and the key lies all the martech or whatever tools we use we are not able to do what the slide says so as long as we are able to execute what we have planned I think we will all do a great job in our own areas of expertise so that's all I would like to add in here golden word there execution is the key right key to a lot of things lovely Ramakant what would your one line mantra be for aspiring marketers so in the era of digital marketing my simple mantra is that be experimentative the platform allows you and let data be the decision maker for who the winner is and I am telling you so often between the I mean me and my team when we discuss and figure out what is it that we should do and we just say that this is our project this is your idea this is my idea we can try it out and finally on a large scale let's take the moment that is you know showing early results so it can really help decision making I mean it's not because I am the boss but data will actually help us take the right decision forward correct so great so try new things be experimental you know probably not be afraid to fail but be afraid not to try I think that's a great one there and since you mentioned data and let data be you know driver add one to that because I have one of my own where I say little bit of data where we let data also govern it but since you mentioned earlier about emotions how can emotions also be connected to really come up with a comprehensive solution that's very well put and Siddhartha what about you what is that one line mantra that you go by I was actually borrowing from somebody else's mantra it's a maxim by a cyberpunk author it says that the future is already here it's just not very evenly distributed so if you want to know where the future is or what to do next then just look for those nuggets of wisdom that are already there look for what there's another way of coining it which says that today's normality or today's luxury is going to be tomorrow's normality so look for what those luxury consumers are consuming and that's going to be ubiquitous tomorrow very inspiring Siddhartha I'm sure everyone is excited now to explore the future what is around us and to really scale it up to make it the tomorrow lovely I think these 45 minutes have been so informative so useful I've been much more sure through this entire discussion and I'm sure our audience has been as well there have been questions coming but we are short on time we make sure that we do acknowledge them on social media once again thank you so much Ramakan, Yarta, Santosh, Nitin for making this discussion so amazing thank you thank you really interesting discussion thank you for your time and sharing your insights and thank you Mr. Nakhvih for sharing this conversation thank you very much