 Now, ladies and gentlemen, it is time to move on to our next topic, which is marketing health in India's new consumer driven world. Firstly, we hope you are having a great time today at our wonderful event. It is time now to talk about the topic, marketing health in India's new consumer driven world. The growing economic prosperity, larger spends on the health sector by the central and the state governments, availability of digital technologies and data, will start by the wave of coming on age millennials taking a self-actualized approach to healthcare are all influencing a dynamic shift in the way brands need to approach their audiences. No longer is simply guiding a buyer through the sales funnel and intimately managing the relationship acceptable. Consumers now have to have the control, the awareness and the tools to influence their own decisions more than ever before. In today's marketing landscape, it is indeed essential for brands to provide their consumers with memorable experiences that inform delight and foster an emotional connection, especially within an industry as emotionally driven as healthcare. So ladies and gentlemen, it is my honor to introduce to you our esteemed speakers on this panel. First up, Ms. Mitha Murarka, CMO to Euroflex. Thank you so much, Smita, for joining us today. Thank you, Barna. You have Ms. Suman Varma, CMO, Hamdar who's joining us. Thank you so much, Ms. Varma for joining us today. Hi, thank you. Pleasure having you here, ma'am. We also have Ms. Darshan Asha, Senior VP Marketing Aditya Billa, Health Insurance. Thank you so much for joining us today. Hi, thank you, Barna. Hi, everybody. Pleasure having you, ma'am. We also have Ms. Nikki Gupta, Co-Founder of Teamwork Communications Group. Thank you so much, Ms. Gupta, for joining us today. Thanks, Barna. Thank you. Nice to be here. Pleasure. And ladies and gentlemen, introducing you to the session chair, Ms. Tasmai Laharoy, Editor, E4M. Thank you so much for joining us today, Ms. Roy. Thank you. Thank you, Barna. Thank you for the introductions. Pleasure. So, ladies and gentlemen, with such eminent personalities on your stage and screen, it is now time to give in the light weight and to destroy, to take it forth with our eminent panel. Over to you. Welcome, speakers. So nice to have such an esteemed panel together at our meet today. So, you know, we try to utilize the most of the time and give you speakers the maximum time to speak. You know, quickly coming to the first question, which we thought of understanding from you guys is, you know, the last year, if there is one thing that people have started taking seriously, and people have started to take care of, and that's health, right? So that has been the central point of everything in the last one year. So, you know, in a circumstance like that, when people are already talking about health, when there is already so much awareness around health, does that make marketing easier for you guys? Or, you know, does that increase the focus on marketing and does that make you re-strategize, make it more robust? And, you know, how does that change the dynamics of the whole situation since health was the main primary focus area last year? So, we can start with you, Smita. Great. Thanks, Tasma. And thanks, Isheen, for media, for doing this and giving this whole focus to health. Coming to your question, brands like ours, which are actually catering to consumers through products. So we are in the business of sleep solutions, and our main product currently is mattresses. I think COVID aside, in the negativity of COVID aside, this was really the awareness that we were waiting for, for decades, right? Because we propagate a lot about the importance of sleep and health. Of course, in this country, this was really ignored. I mean, this was thought to be as something we just tried to do and catch up for five hours. And we should be proud if we had not slept properly. That was really the culture that we are brought up on. So it was really difficult for us to talk a lot about sleep and we genuinely believe in sleep, talking about the job versus just selling. So for us, of course, when business is really active pre-COVID, it was also a choice of weightages to give off your product communication versus talking about sleep, which is anyway not heard by consumers. So for us, honestly, this has become easier because consumers are now understanding that what are the few things which are very critical to health. And this year, a lot of editorial media has also talked about sleep and the importance of it. So the facts have really put things in favor of brands like ours, which were not so much healthcare brands, but cater to some element of health. So for us, it's been great because I think as a nation, we've started taking our health more seriously overall. And I hope this continues post-COVID too, and we don't go back to abusing our mental and physical well-being. So I think a lot of good things also we should take out of this wave that we've experienced and hope a lot of behaviors really stay so far as I think it's been quite good. Right, right. Over to you, Sumanna. What do you think at Hamdad, you know, has your marketing strategies changed drastically over the year or in the last one year and a half, or has it been the same? What's changed for you in terms of marketing in the last year and a half? I think the last one and a half years has been such a brilliant rollercoaster ride for everybody. I think it's changed us all. It's changed companies. It has changed the way you look at sales, marketing, supply chain, whatever, every department of them. And I think just like the last lockdown took us all by surprise. I think it just meant a lot of re-strategizing in the sense that when we tried to do things that we'd never done before. And as you know, Hamdad is a very traditional 100-year-old company. It's followed very strict normal ATL kind of things. So this was a time that it really required that you wear a new hat and get on to it. So of course, this old digital penetration that sort of boomed on us was a great way to look at reworking and reframing and repositioning all our brands. I think that's what we did. And while the sentiment was the outside sentiment was not such that you could come with song and dance and do a lot of hype around that, yet we wanted our brand presence to happen. And we're dead to do things which were different, which I dare say that had the pandemic not happened, we would never have done things like that for our brand. So yes, we did come up with a lot of digital campaigns to keep our brand presence alive. And of course, we looked at doing a bit of insight mining because while everybody is locked in, who's the one who's most fresher? It's the mother. Right. So there were communications that centered around her and we positioned our products and brands around that. So we did some music video, we had a Sunidhi Chauhan singing a song for us, but it was very well received because at the heart of it, the brand proposition of health and wellness never went out of focus. So we did things like that. I think very early in the times of the lockdown last year, it just sort of, you know, we were just sort of thinking what is it that one needs to do and who is it that who's not scared of this pandemic. And, you know, as a by the by the conversation happened, what about the bodybuilders and what about really the rough and tough people? Are they scared of this? And one thing led to another. And that's when we signed up with, you know, Babitha Phukat and her sister, and we did a communication with Zesmeh Darpoku. Basically, driving home a point that it is wiser to be a dirtbag and stay home rather than go out and, you know, lose it all. But we sort of played up with our own products, which is immunity builders, because as you know, Hamdart is well known for its immunity and respiratory products. And who would have thought, you know, that here was an opportunity to get a captive audience and talk about our range of products. And I think we were well received at that stage as well. So, yes, while the whole world was talking about digital and digital transformation, and I call it the digital revolution that was happening. I think Hamdart must have been one of the last companies to have gone on to the digital bandwagon. And that's what we did last year. We got on to e-commerce, online health consultancies. We did our salience brand presence through digital. And, you know, it did give us a lot of great results. And the best thing that happened was that it was a great discovery to know that, you know, the normal pattern of discovery engaging and buying pattern has changed. And that's a great thing to know because the young people have shown it to us, the millennials perhaps have really shown us that you have to keep it fluid. There are moments, there are micromoments, and all of this could be utilized in a different way. So yes, I think overall, we did think different. And I personally, because I've been associated with Hamdart from the agency perspective for 15 years, and then now I'm sitting on this side of the table, I can tell you there are a lot of things that I now do. I wouldn't have dared to even come in, propose it to the people because, you know, you would think if somebody's just lost it to be proposing an idea like that. So yeah, we're managing to do good things out here. Right. So, that's so many interesting insights, you know, doing something for the first time in the last year. So we've come to you, Darshanah, if you can tell us a little bit, walk us through what changed for you guys because insurance was something, you know, people who haven't heard of it, people who haven't ever, you know, gone online and searched what kind of insurance they need, what is the kind of insurance that suits their budgets, their requirements, you know, every one of them must have checked out one plan or the other in the last year and half if I may say so. So you know, how has that changed marketing for you guys? I'm sure there was pressure on product on new customer acquisition, there must have been so much going on. So tell us a little bit about what changed in your marketing strategies in the last year and half. Yeah, so that's my yes, thanks. It was a clearly unprecedented life for everybody and the good thing I think for once I really felt excited to be a market here in a health insurance category because once the customers were waking up, do I have a health insurance? I used to always say that, you know, health insurance, nobody is going to wake up and say, oh yeah, I want to go and buy clothes, I want to buy many things. Health insurance is not even top of the mind. So for once this category suddenly became a full category and not a push category. And yes, everything changed for us the way even someone was saying and others were saying. So in last year, March when pandemic really hit is your chance at March is very, very big for us in insurance at sales. And this is exactly the time March is the largest month in the year. And suddenly we had to completely go on a halt. Absolutely. So it was insurance sold a lot through intermediaries. So imagine you can't meet customers face to face, so please stop everything. So it was completely devastating at that time, you know, enter India everything came to a halt. And more than that, there was a lot of anxiety with customers. There were a lot of panic. So the good thing what has helped us is that we had launched this company with a positioning of health first. We were not about health insurance. We were about health first and focus on your health so that entire opposition that we have built in the last four years is what really helped us because this was a time when people were not looking at sales. They were not looking at any brands coming and pushing them on buying products but really empathizing and helping that. And that's when we started this entire so we have a huge community online called active living. And my entire health from home series is what we started. We partnered with a lot of influencers, big names like new Coutinho, Aditya Govith Rekar, Niki Mehta and many such things. A lot of doctors and every day we used to have Facebook live series from morning to night on physical fitness, nutritional wellness. We also had around the doctors coming and talking mental wellness. So all those wellness whether it is physical, nutritional, mental and also doctors coming and talking with the pregnant women, senior citizens. So this entire thing we ran for six complete months. A lot of engagement from health from home. We also created an entire conversation around the new health partners because people are used to having their health buddies. When you go out for a run, work, there's somebody nudging you and that's what India is all about the whole community way. And you know with your health buddies and suddenly that had stopped. So we created an entire series called Sehath Ki Nei Adat. In other health from home where you had to look at your mother-in-law or your husband or the mother and child. How can you create new health buddies in the house at your home and do things together and still not give up. This gave us a lot of customers coming, engaging with us from the health lens, not just for health insurance. So that really helped our positioning. That helped my entire intermediary, my bank because we sell a lot through banks. We sell a lot through the agents and entire ABG group being a large conglomerate. So many of ABG companies and also we could create this kind of a platform, conversation and engagement through. I think we reached almost 70 million customers in this entire time. In that six months of lockdown, we have a part of the Facebook Hall of Fame. So a lot of new ways of doing things, a lot of agile. I also have a mobile app for all these activities. So you could do suddenly we had to introduce all virtual home videos to live active because we also give money back if you're staying active. So that's our proposition. So creating everything literally up differently, looking it from the consumer lens, being more empathizing with the customers was the way we went around doing this. And it really helped because we were finally as a brand still growing at 70% year on year. So that's the kind of, yes, health has been the focus hold out. Right, right, right. So, you know, Nikki over to you, you know, while all the other speakers spoke about their brands and you know what they have been doing in the last year and half. I'm sure for you, you know, you have worked with multiple brands together. So multiple clients. Tell us what was that one common thing you know that they were looking to change in their marketing strategies in the last year and half. What are the kind of solutions that they were asking you for to, you know, bring about that whole change in conversation, bring back the whole focus of the marketing to help acclimatizing people about the importance of their product services, etc. Tell us a little bit about how it has been in the last year and half. Certainly, Tamshi. So, I'll tell you, as you said that health is a universal crisis right now and everybody is facing the same situations being that in mind we are a health focused communication firm. And we work for more than 45 clients in healthcare. So, when we are talking about healthcare communication and, you know, 45 clients having clients in our kitty, I would say that it has been a very roller coaster ride for us. Every client wants a very custom made tailor made communication plan, and the plan is no more like even the monthly plans are not even working in the healthcare scenario right now, because things are changing so frequently that you cannot rely on the long term plans here. So either our teams are working, you know, around the clock, and they're making short term plans like for 15 days for seven days, according to the client's requirement. If I talk about in this last one and a half year, we have done multiple healthcare award winning campaigns, we have done for hero cycle cycle revolution we have talked about where we did not just talk about cycling but yes, it is the whole you know health related campaign. It was not just the focus on cycling but yes it was related to the health we are working for Apollo telehealth so how the telehealth is because of this pandemic people are not going for physical, you know, consultation and everybody's opting for online consultation so we created, you know, more than seven lakhs online consultation in a specific period and we really did great campaigning and then with influencer marketing with Novartis we did, you know, disease awareness campaigns so it was a holistic approach for all the brands that we are taking and beat our oxygen crisis. So the team is very agile, we need to the industries whole agile so we really need to work accordingly and create the customized plan for all the brands. Right, great. So you know, another interesting thing that comes up from each what each one of you said like Suman mentioned a couple of things that were digital first initiatives that were taken last year. Darshan I mentioned so many interesting things that happened online last year so you know, there is a one common thing that happened across board for all marketers irrespective of their sectors that you know, content became a very important part of marketing right even brands that were never present online came online to, you know, kind of carry on a certain piece of communication, which was done through interesting content, which was either to grab the attention of the people because a lot of people were going online either on their smartphones TVs other devices. So content became a very huge and important part of the communications that brands sent out. So, someone will start with you again, if you can, you mentioned a couple of things in your first answer but if you can elaborate a little bit about, you know, the importance that you gave to content as a marketer and how it changed things for you. You know, my biggest issue in hand has been that all our brands are 70 plus years old, and you know a lot of people would turn around and say oh my god but it's so traditional. It doesn't help to be so traditional when you're in a health and wellness brand you have to look at the efficacy of the product rather than just the imagery around it but yes of course, you know, you have to be talking the youth language you have to be talking to people who influence decision making and we all know it that when you have a 14 plus at home, they sort of start influencing you to think differently, look differently, behave differently. Now, it definitely meant one thing that we weren't going to just stick to traditional media because traditional media till September last year I don't even think most brands were present on television as such. So while we were enjoying the little fame that we had got from the digital world, we decided that we would dial down the age of the brand by taking on what really sort of resonates with the consumers today and our consumers being that 18 to 21 that we wanted to talk. And if I specifically look at a brand like Safi which is all about anti acne and that's the age that you really want to be talking to. So it definitely made sense that you get onto content as well, because when we made our digital films they're very different they're very unlike who I got acne, none of those stories are there there's no brand window that you talk about blood purification so we really took on to a little higher level and we brought in, you know, let's say mini celebrities in the sense that people who are super achievers from different walks of life and we use them as you know the core narrative people. Then we went on to Brute platform. So you know Brute as we all know has its own engaging way of talking so we came up with three of our films on Safi as a content and I think it really really sort of was so well received and what is interesting I think what's amazing is that today radio comes up with content today you have digital platforms of other publications who give you great content and of course, you know you can't be so far removed if you don't get on to today's bandwagon and have influencer marketing. So we looked at all of that whether they were in Instagram whether it was in LBB platform with launches new products and stuff. So I really think that even if I may say so, for me, it was a great learning experiences, you know, as a marketing person trying to look at how much more new things that I can come up with, which is going to engage with the clients. I mean with the consumers in a way which is, you know, the content has to be sticky for the brand to stay in your mind right so it had to be relevant it had to be completely in sync and I wanted it to be talked about so there was an element of virality that sort of came with it. So yeah, I think it did great things for us so content now is definitely something that we specifically focus on building as we go into the, you know, out of the second wave preempting the third wave and then trying to strategize and say what more. Absolutely. I would want to understand the same thing from you as well you know any content around sleep sounds like an amazing idea to me, but I'm sure as a brand. You must have also had a content plan because everybody's talking about content these days so what is it that you did around that if at all you did something around content in this time. So we did a lot around content that is really pivotal for us that was the differentiating factor in this category and up yours. So before COVID as I was telling you, as we were very passionate about sleep, which is on the product offering that we're giving unlike, you know, maybe hum that which the product itself is very directly held then. Yes. This of course was more about first educating on states and then the products and of mattresses and what. So we we make premium mattresses we make doctor recommended mattresses in a country where mattress itself most of the purchase is unbranded right so you can imagine. Very indirect conversation pre COVID but once COVID struck we were ready we were ready with a lot of content because as a team we have been reading books we were passionate about sleep so we were ready with that. And last year the first wave and it hit and there was complete lockdown as a management as as teams we didn't think twice, but we went all out and we released a campaign on sleep for immunity. So it was there on TV it was there on digital, we also got very active on social media and digital. We did things, you know, which know what the brand in our category has done before. You know, so we used a lot of influencers to talk about fitness, health, how you should build a sleep routine. You know, so and last year during the first wave there was a lot of stickiness on influencers and live videos, people were generally upbeat even though there was a lockdown. And they were ready to embrace new things right if you all remember there was a lot of cooking that all of us did and similarly fitness. So a lot of people were quite upbeat and it worked really brilliantly for us. We once business became normal. We did not look back and we said content on sleep has to still stay. We really need to balance it out along with business content which is around products selling offers. Plus we need to continue on sleep so sleep was all always a equal kind of a conversation on our social media platforms. So even just before the second wave, we had one of the largest properties IP properties sounds of sleep, which I don't know if you'll have heard but it became quite vital organically. It was the first time in the country that any brand like ours has done a property on music and it was about the regional lullabies really reviving them for the young parents. They're using their anxiety and some of the top singers came together and it was hosted on Sony YouTube channel as well as ours. So this was completely different. It was not in the realm of business, but of course on the whole education asleep. When the second wave struck this time, the mood was much more somber, right? If you recall about two months back in April, it was really a negative scenario where any brand which was seen to be promoting business or a product was really negative. And we didn't want to be doing that. So what we've been conscious about in our content strategy is know the mood of the consumer right there, right then. So it's not about creating a plan on Excel sheet while we do all that, but making sure that as a team, we are very cloden on the moment of the mood. And we made sure that that time we just took a backseat, we took off all our product communication and for 15 days we got doctors on board in fact this time. So this time it was not so much about talking about positivity because the word positive I think had a negative meaning altogether. So we shifted our strategy to more really get the experts, the qualified experts, which is doctors and make them say how firstly sleep impacts even vaccine efficacy. So we had this whole article written by our MD and some of the doctors and the big names. So how sleep impacts vaccine efficacy pre and post. And that was a very relevant article when the entire vaccination on drivers starting off right. So very very relevant conversations and bringing it the right experts at the right time, relying on the mood of the consumer and balancing between business content product kind of content and actually what you stand for in a much larger objective. That has really been our strategy. We've also because we've been so focused on what else can be launched to help people sleep better. We've been able to, you know, expand our product offering and today we sell a lot of billows accessories mattress protector. In fact, last year we launched anti viral mattress protector, something which normally might not have taken so much of a center stage. And holistically, I think we were able to really look from a consumer and healthcare point of view. We're also doing a lot of research on sleep internally and we would be coming out with a lot more things. So I think if you know what really part of health is is that you are focusing on as a business and you're very single minded about that from consumer point of view more than your business point of view. I think that that makes great content because, you know, I mean, otherwise you're just selling as someone said if if there's selfie as a product it's still relevant today. Similarly, sleep is going to be relevant forever. Right. Absolutely. You're not talking to a particular kind of an audience or trying to sell them something to sue, you know, just an age group or a lifestyle. It is a thank you. So for healthcare content, I would think really be true and honest to what you're all about. If you're totally out of the realm of healthcare marketing then just because the mood is around it probably doesn't make much sense to talk about it. But luckily for all of us on this panel, it is something that we are strongly focused on. So content comes naturally. Absolutely. You know, it's so interesting, Smith after having heard you about so much content that you did around sleep. I don't feel that I deserve so much more sleep. So yeah, I'm sure that's the kind of message we're trying to drive home through the content you know that it's effective and the consumer realize that you know this is the kind of product they need or this is something that they've been missing out on. I can ask you, Darshan, you've already mentioned the interesting things about working with influencers, etc, you know, tell us that you know healthcare is something like all our other speakers are also mentioning that we don't know what kind of if it's clothes that you're selling if it's something you know jazzy that you're selling you know that there's a certain kind of content that you're expecting from these products but healthcare is something we are not sure that you know what what is the kind of content that we would see. You know that would have a stickiness factor to it that people would come back to it and also you know content around healthcare can also go viral like we have heard our other speakers talk about so tell us a little bit, you know, that how did you manage to keep these content different yet making sense for your product and your brand value and also reaching out to the right set of audience. So as we'll say for us first thing let me talk about the category this category has always been called as MediClaim and not health insurance. That's how people still think and that's actually nothing but the PSU product. So that was going to be launched only by itself that was a change we wanted to bring that we wanted to focus on health insurance and that also on health and health insurance, which is where we have always started our journey. Last year this year and a half it's really amplified so when you talk about like I said I already had started with the community and it was very small like two to two and a half years back I only had 64, 65,000 customers coming in and in the community which is called active living physical fitness, mental fitness and lifestyle conditions because these are the nuggets of if you have diabetes if you and India is the world's diabetes capital to diabetes if you have asthma, hypertension, you know blood pressure. So this is all that we also cover in our product if you and if you're staying healthy like I said we give you 100% of your premium back in the wallet and you can actually you can actually make the product free. So with this kind of a promise that we are in the journey health and driving engagement because again health insurance is a buy and forget category. You don't want to buy the product and obviously use it because you don't want to get hospitalized. Yes. So you are going to keep it in your locker and go so everything changed last year. Last year suddenly a lot of COVID cases we've had a lot of anxiety. So this community where we had a lot of conversations around health and the content to be honest earlier. We were focusing more on static post and you know writing a blog kind of long form articles. Last year suddenly we realized a lot of content need a lot of empathy with the consumer on the and brand becoming a brand who's reaching out and you know understanding your need. So we bought all variety of content medium. So whether it was podcast whether it was music whether it was videos and obviously static and infographic. So literally on the platform we created 200 plus content you know pieces literally writing it all new so having so many content partners on the background and that is not created. Last year I had a million plus visitors on this is not my health insurance. This is just a community sort of a you know space Microsoft. So that's the kind of traffic we got today we have around 20,000 plus subscribers who are month on month coming repeatedly using it. So that is what the drive driving content for that second thing is interest groups today because I have you know like we have 12 million lives covered. So we have an entire application mobile app that you download again I said it's a health and wellness ecosystem we partnered with a lot of all these telemedicine doctor on call all that which is on the medical side. Also on the health side we have Fitbit Garmin we have Google Fit Apple Health so we can track the health we can we can help you on any diagnosis or anything like that so know your health improve your health and get rewarded as a platform that comes to life through our mobile application and there also I have interest groups I saw 300% so we have running group we have nutrition group we are also adding a diabetes group. So I have seen 300% jump in conversation people joining the groups and actively participating so suddenly just going out and selling a health insurance product the way this category does. We've actually turned this entirely on its head and started from the health first conversation and that is where content has become a you know large piece for me the way we do things differently. And I'll give you some of the examples like every year on World Health Day I do this property and this was my fourth year called jump for health that you jump for your health and we donate prosthetic leg somebody who can walk. This is almost become a moment I have global jumping groups across the group people have created groups for us and they keep donating it to us. And this year alone and this was completely driven digitally we also do through our bank partners and all. So this year alone I have donated 1100 you know prosthetic leg. So that's a kind of digital virality that it's created. And similarly we do on cancer day and just just yoga day I think two weeks back we had World Yoga Day. So this time we did yoga day differently we created yoga music also. We've done a lot of partnership with music music was another thing during so creating a you know health music or health playlist. We did partner with Spotify we did with Ghana so creating this kind of different kind of content which which is on the move on the go the bite size you know snackable content as you call it. So these are the things that we did last year and that's what has engaged a lot of our consumers that has got the you know the brand scores going up. Yeah I think that's what we've done and of course a lot of awards everyone. Nikki I come to you and you know help us understand I'm sure you have seen a variety of content right. You have so many clients in your basket so I'm sure each one of them have a different kind of content depending on what they are selling. Right so tell us about the variety that you have seen you know from X kind of content to Z kind of contact you know what is the kind of variety that you see. Okay so I would like to start with this you know the importance of content in health care. So just a small thing when it comes to the health care health care is communication is a very serious business it's not like a lifestyle because it is related to your life and death. So of course the whole you know the focus goes on the quality of the content the importance the how trustworthy is your content. Right. How informative is your content. So these are the things that we really need to work around when we are working on the content you cannot create any content like any launch is simple. The real difference you can make in during your communication so it's important to be very authentic. It is important to be show empathy during your conversations and the communication. So when it comes to the content we have seen the variety as I mentioned about beat you know the first when the first lockdown started nobody was aware about the what we are going to do to be very frank the brands were not aware everybody was just moving what media was talking about. Yeah. That time we realized and we just start working on the as we have more than 1718 hospitals in our organizations. So we started giving information and talking about more on the current news the hard news which media is looking. It's it's on the immunity everybody wanted to boost their immunity that time so yes the immunity was the key that time at the same time hospital beds and how many number of patients are increasing. And you know how do you want to stay fit because during the first wave, everything was normal means there was not such kind of casualty where the people were not happy around and they just don't want to do very serious story. So it was more over an informative stories that we were doing that time. And we were focusing more on the hospital aspects gene strings we work for which does you know, go with testing so beta testing labs, startups and multiple, you know, when it comes to the second wave, it was more over a very serious content and it was a very ongoing thing because hospitals in between and the healthcare brands. Along with the covert they wanted to promote their other things as well so during our communication, we need to ensure that we are focusing on the other areas as well beat cancer beat other diseases also. So we were focusing and taking the holistic approach and you know publicizing and communicating with the media in a very mindful manner with the very trustworthy content. And you can see the mushrooming of the healthcare brands when it comes to the immunity booster because everybody was running after immunity. Yes. So be it social media content up your content or the influencer marketing content. One thing that we anchored it with the trust empathy and right information because when you are doing a piece of wrong information, you know, spreads like a fire, a wildfire. So, keeping that in mind the being a, you know, communication firm, it was our responsibility to keep the focus apt on the brands, along with the right communication, I would say, absolutely, absolutely. You know, that's why so many important points that you brought out Nikki like important importance of the communication and the right messaging that is also important you have to be sensitive about what you're talking about what is the communication that you're giving up. So, you know, given we have very little time left on this panel, I would come to each one of you to understand the importance of, you know, being sensitive in your content, yet being different from your competition when you're giving out a certain piece of information or communication to your customers and you know, how differently have you done it for your brand, you know, what makes you cut through the clutter. So we'll start with you again some someone if you could wrap it up for us. Okay. Well, I'll just speak about that first because that helps me to talk about what we could have done. I think the desire of any marketing person would be to create a content that could be clutter breaking or create any communication that's clutter breaking. But you know the business that we hand, which is health and wellness. The most clutter breaking thing out there is the product itself. What is the product that's going to be driving it or what are the services that as a company that we are going to provide to people. And that's really going to, you know, sort of connect with the consumer that was of prime importance and I think even in the pandemic. Last year we launched 11 products and that itself was quite a task because, you know, as I think Nikki spoke about that everybody spoke about community and stuff like that. The point is that when you are, you know, I think this pandemic gave supported nature and natural products and it gave them a chance to sort of thrive and survive on. And it is therefore it was a very natural thing that despite having 450 products in our own kitty, we came up with a lot of other products which were the need of the hour. Whether it was a single ingredient products which you don't need to be prescriptive in that you know you could just sort of bite off the shelf and since we were already present in e-commerce and places like that it was so easy to purchase these products. So the communication that went with it. Well, I wouldn't say insightful but they were beautiful because you know when you start seeing the kind of ingredients that have gone into the making of that product, it sort of starts talking to you. So that's how beautiful our communications looked you know in the digital space so we did a lot of other things and also during the pandemic I think that Ayush ministry supported and promoted a lot of natural products. So I think this gave boost to a lot of products who are in the Yunani space and otherwise and Yunani as a system is known to few and those who believe in it believe in it wholeheartedly. Yes. I think what also this whole thing you know the pandemic did to us was that it allowed us to out box the brands and start indulging in having a conversation with people who are not the users of this product. So a lot of social listening really helped us to understand that what is it that people wanted to understand so you know I think in the past if the communication or whatever information dissemination had happened seemed a bit led it helped us to sort of demystify it and put out a very simple communication and they're putting the heart of the product as a story and doing a lot of things so I used PR very extensively because you know during the pandemic four of our products went in for research they wanted to understand when it works to treat the you know the COVID patients and we are awaiting results now. So that also was a talking point so I think all in all what it did I what I think the pandemic has really helped us to understand and there's a great learning for it is that you know one needs to simplify demystify the products talk about the natural products in a more natural manner and help it to connect with not just a section of people who understand the the method of this holistic treatment but sort of start disseminating that information to one in all. And you know the surprising bit has been that the number of letters and queries that we get on a daily basis on products related to respiratory skin immunity in I think has been quite inspiring and this has also given us a lot of opportunity to create our online health consultancy you know which is sort of we started last June but I think it's sort of taken off and we really need to have more doctors to be able to service them than to be able to service our clinics so that I think has also been quite a learning and I think like I think Smith was talking about that since most of my products are related to him and wellness. It sort of gives us that one advantage to reach out to people during this time however trapped you may feel inside your homes that here are these natural products. It's going to have a better effect on your lifestyle rather than, you know, popping a lot of other kind of medicines which can have side effects because these have no side effects. So yeah, I think that's a great learning and follow. Right, right. Smith I'll quickly come over to you know, picking up exactly from there you did not have a product which is directly related to health but again it has a deep relevance in the whole system. So, in terms of your messaging in terms of your marketing. What is it you know that differentiated, you know, a communication to convince buyers, alongside being sensitive at the same time given the time that we are we were all in. So, you know, you tell us about your key learnings and how you will do things differently from now on or if things are changing for good for you, because we have all entered into a very weird phase and things are constantly changing. So yes, you're wrapping up message, Smith. Yeah, I'd like to touch upon some fundamentals. Why even more, I'm sure a lot of people have realized businesses have realized it's a very common still budget or no budget is that content is content and the crux of it is what you do as a business what you believe in products you make right. And especially in the age of social media which you know is is very real you can you can really separate the fake from from the story you cannot faff anymore unlike probably just a headline or just any other medium so social media has made more important that what you say has meaning and is consistent. So before we can even have content marketing or really put out facts or figures over there we should have done our homework. As I said, we already had a doctor recommended product range for mattresses, one of our leading mattress range therapeutic was recommended and certified by doctors and this is something we did two three years before when you know we didn't know something like this is going to come in mainstream and it's so important, but it happened because we genuinely as a team believe the thing products like this needs to come we have always strong innovation and research team even the product division. So it cannot happen overnight that covert strikes and tomorrow you reorganize your business to really focus on health care and products that impacted right, you have to really breathe it from all functions so product wise we were already trying to make the most of the knowledge that we had and upgraded and you know have ranges which are more meaningful for consumers. On the other side, as I said earlier we had already equipped ourselves. We were very passionate and it flows from the top so we were very passionate about sleep and all of us, you know, one thing you wanted to learn more about sleep so internally we had learning sessions. We had a lot of things which pre covert and during covert it got strengthened with help us all come out with nuances and facts about sleep, which finally give us our content strategy right. So some of these things especially healthcare especially serious topics like this, you cannot just have a creative idea or you can, you know just do some great content marketing which is very viral and and move on to something else. It needs to be genuine, it needs to be honest, it needs to be human, it needs to connect with the other person who's listening to it so it's a lot more nuanced, it's a lot more factual based. Of course you layer that with your creativity you layer that with your, you know, new way of projecting it so sleep can be projected in multiple ways, multiple ways. That's what you bring to the table as a marketing team. But other than that your whole business, your company, your product portfolio all need to talk the same language and really be differentiated from the rest of the pack. For us luckily we were in a category which was literally sleeping on content and we were able to really, you know, get a lot more bang for a buck because of that. So from an ROI perspective or from a reach perspective it gave us a lot more versus established categories where everybody's talking the same. But of course now we are getting into a situation where everybody's caught up to it so it will help us be on our toes even more. But yeah I mean combined with the category that was not so actively talking about the topic that we should have which is sleep collectively so much. It really gave us a strong edge but the really the bullseye need for good content is your business and your product portfolio being around it consistently. So that's really the starting point. Right. Thank you so much speakers. It was such an interesting session to hear all of you. Thank you so much for joining us. Thank you. Thank you for having me. Thank you.