 and I grew up in one direction and we're not groups. But today, you know, I grew up in New York and I've seen New York and I've seen it's not only by certain activities, it's not only on marketing, call it a thing, it's all around, it's all around this movement. We all grew up in New York, we have ads and I used to go to office, but I still have lots of work to do, lots of things. And it didn't depend on the marketing business, business is marketing. And I think that's the thing we have today for the pitch that talk. In the last 30 months, the world has become a different place, in some way, a better place, COVID is behind us, but we know what's happening in China, so it's, I hope, we will continue with the freedom that we have in the heaven, yeah. One of the things that changed in the last 30 months, one of them is the movement towards building businesses that are sustainable for the planet. I'm not just talking about sustainability, I'm talking about value issue, I'm talking about sustainability. Office has become the company of the world. Bones, they're very, very efficient. I think the individuals of management brands are all living in deep purpose. We used to talk of euro, over a million bonds, and again, we're living part of it, part of everyone's business, whether it's operating, whether it's in the sky, whether it's a movie, or whether it's a dance, a movie. You know, millionaires are living part of it. I think we will see in the last 10 months that people are spending more and more of an experience than not just resaving. It has manifested in the way experiential services whether it's in any building or building. Also, I want to say that the movement towards health, immunity, and well-being has grown. Of course, common sense captured that last but not the least, what is very important is sustainability of businesses. There's been a winter of investing. In the winter of investing also, India has got $20 million in startups. In July, it had got $15 million in June. And in the last five months, it's got another $5.6 million. This is the winter. Of course, when spring comes, this number will be $40-50 million. And the spring is down the corner, right? Oh, there is a big transformation happening. With this, they've gone back to property meeting to wait, never knew what's the source, not changing GMBs. And yet, there's a downside to that work. Company was happening with a little bit of madness, but all madness is sitting in two. Perfect, choose. It's an oxford ratio. But perfect choose is what is being interested to do. There are layoffs in the middle. There are layoffs in Indian companies. And in some ways, companies are moving to a new community. So it's an interesting time. It is a time for me to tell you much. I'm a human. I'm a liberal human. There's one that exists. But I believe in the community of thoughts which is not sheer, not drama, and not vision. To create something new here is this point. I'm not talking of destruction in the class. But I'm talking of creating destruction. Business owners and brand owners are right now in creating destruction. They're creating space, self-reliance destruction. They're creating space to be able to even meet them. I think in this environment, how you bring up bad money become very important. What is the purpose you are deeply involved in? It becomes important. I'm not going to go into digital or digital. I'm sure it's more of a digital example. But I want to say that in the next three, four years when India is exciting, this is the only thing that India is thinking. And India has bounced back, and it bounced back strongly. So more and more brands are spending money in mainstream media, while the money and digital media continue to go. But again, there's that process in the media. A lot of money gets missed with that. But the great technologies are now with us, when it's blockchain, to be able to detect ad thoughts on digital. That is an interesting topic, because we put more and more money into it. There's also a trend. I read a Harvard Business article three months back. How large brands in the world have come back to create a vision and mainstream media in a big way to open their space. Because they moved away from just building such and how do I make marketing to long-term value-building. It's called startups that pays money, but you might see it using that idea to make brands. I must say that you can call it step-by-step marketing, and it should be more average than you need that, because you realize that brands won't have to meet this kind of action. They have to build up the relationship there. I just want to say it's an individual as an entrepreneur, as somebody who works with very, very key people in both my companies. I want to say this time for being mentioned. Health is very important. I have been working on this all, but I don't even think about it. But I have focused on health. I'm focused on actually seeing, you know, because we all work on ourselves to a point sometimes, it leads to exhaustion. So I want to say why they have to please good health, good sleep, and meditation helps you know, get ready if you want to. I love coffee, but I don't want people to be reminded of food. While seeing this, you cannot achieve this in schools. If you're not happy, you're not healthy. And happiness is about not only controlling things, it's about giving your best. It's about being disciplined. You know, if you are doing your best, I'm sure happiness follows. The concept of happiness, again, is very abstract. And this is the market world where I'm talking about happiness. And at the end of the day, moderate happy customers, happy relationships, and most importantly, an happier environment where they remain young. All in your family. I believe that tourists have thrown joy in us, come back to collaborate, happy relationships. I think increasingly we are becoming part of it. I want to use this forum to say that for young people, who are in this world, people like me, I want to say, relationships are the most meaningful part of life. In that time, there should be relationships. I want to end by saying that if we see that, I try to avoid a completely criticizing and complaining about each business and each brand as a unique journey. And, you know, while they completely collaborate, what I think is about changing what each brand means to the people in all, each business means to the people. Brands, there's a lot of history, but brands also live in our mind. Over the last 30 years, having consumed a thousand large brands which are, can I, and maybe those are the small brands, which have niche, and I can see these brands have been fine. Life and minds of many, equally as some in the world that have. Today, we do see a lot of big brands, but we look at leaders, CEOs, and entrepreneurs. They are great. I want to end by saying that the last thing that I'm going to talk about is books. I, I think, a lot of what I did is using my hair and so on and so forth. Because I did more books when I was younger, and then when I still buy more books, a lot of people I don't even know. I met my senior colleagues they have worked with me, and I was in a machine in India, in Bangalore, a month back, and she said I'm bored with my job. I said, why don't you, she wrote me a book for me, and I gave her a book, and I said, why don't you create a book festival on advertising marketing media books for us? Don't be a regular, so. But I must tell you, in the business world, you create a lot of business records. It's in 21 cities. We start this Saturday at the Rosier House. We have 15 speakers. Karimal has booked, it's not there. We start with Dr. Vinay Devraat, then we have Gursha and Das, then we have Dr. Kiran Thaldi, who's my first advertising minister for 20 million years back, and I collected by a number of 15 speakers, who are not just all the other speakers, but they're much more than that. They're entrepreneurs, they're policy makers. Then we do different levels, and we would love it to be up and down. I don't think the speaker is a fashion expert. I don't have to make the talents. People look in there, we have Kimberlake, I met him when we were part of Domeli, and then Dothiti, and then we have all the three, the chairman of Einstein, and we show us. And we have one extra speaker. We also do, in collaboration with Cinco Media, I can make a statement, but they get to do authors only in the advertising media space. Our job in Cinco Media is to be innovative, some of the new formats, things like that, and do it in time. We'll also achieve the largest business book price, with the 50 backpacks, with three books. The best business book, 15 lakhs, the first one out of 9 lakhs, and the second one out of 6. Our jury comparison, Bonsha and Das, Suya and Sid, and eight other jury members, were very good scientists, all of them, and also have great love for books. So I just wanted to use this platform, because I have 120, 130 people in this room, who's the tension I have. Three books, three kind book people, minds and business, which is very, very important. Thank you very much, Dr. Bhattna for the wise words. Ladies and gentlemen, connecting the dots, creating a platform, and finally taking a big picture, talking about the big picture, once again, we'd like to thank our partners, for their support, and for their dedication, in making this vision a reality. If I can ask everyone's kind attention towards the screen, and let's take a quick look at the partners presentation. Our entertainment could be the light of the process. Some of you can have a look, but I'll come up with a campaign, and still start to know what you're doing. It's time to embrace the here and now, with the launch business. All in now, God and me. Good, because we're ready to start creating. Now, clear and safe home, your fresh stuff, crypto home, your Khanika shop, made the most of every occasion, the way you are. The huge millions, with the large stocks in it. So, what are you waiting for? Let's get to work. Our Zemana, is a big kill. The big picture is only today. We're going to kill them all. We're going to kill them all. We're going to kill them all. The biggest number of the big picture is today. The biggest number of the big picture is today. The big picture is only today. This time over, the Raj Thir. So, Arj Thakbap. After its inception, HIG-5 felt the need for management education in the country and came into business established in 1995 and has now completed more than two decades of its existence. Well-established infrastructure spread all over the country, backed by a well-researched curriculum and academic methodology to meet the current needs of the industry, IBS has been imparting quality education to scores of students for over more than two decades since its inception. Their career-oriented and industry-ready has been a hallmark of the IBS brand of education over these years. IBS has been continuously churning out top-notch professionals year after year from its many campuses. All IBS campuses follow a common program structure and have a centrally-designed curriculum. However, each campus has the freedom to innovate and experiment with different educational methodologies and practices within this overall framework. IBS has world-class professors, state-of-the-art technology and well-equipped campuses, everything for a student to excel in their chosen field have a rich band of academic and industrial experience. New keyboard app on the App Store. Let's find out. You can share stickers with your very own face and any custom message. Have a big laugh or scare with big anger. Well, Bobble gives you big mojizies. Did I give up my fit? It may work for some. We don't judge. What works for us though is the pop text. Bobble gets rid of the specialized branded stickers, GIFs by strategically and contextually integrated brand and for conversations happening on WhatsApp, Facebook and other social or chat messaging platforms across the country. Advertisement Smartphone user spends 25 minutes of their daily three-hour school time on their keyboard. Since you spend so much time with us, we understand you and we're going to be showing you content that interests you. And before you say, you know, your privacy and security are not an issue. All your data can be minimized but you're being used. So you don't need to worry about a thing. Good. Our wider network patented and paid-in-pending innovation in areas of content and tech, language tech and keyboard tech will help you stay hip to the ever-evolving language of the digital world. And we need to show you can use it in an expressive and personalized way. Bobble has made conversations human again. Bobble keyboard tech. All right. So ladies and gentlemen, once again, a big shout out to our partners presented by InMovie and Glance, GoPartner, Aashtak, YouTube, and the number one news channel, Norwich Partner, Iqbal, Business School, GoPartner, Bobble AI, world's largest conversation media platform. And talking about advertising, ladies and gentlemen, from Alvin Lee, to Juba Chubhs, Perfetti's iconic brands have been a core part of an entire generation's childhood. And during mine, and most of yours, I'm sure that you remember the iconic ad like Mentos, Iban Ki Pati Jalade, Camden, Gainan, Centerfresh, Zuban Pera Gandhi, and Big Mappoon, Iqchiriya Anani, Veriseani, in fact, the brand much fretted. Habitants' Dallas ad is a month, one of the most 20 best ads of the 21st century, according to the gun report. Ladies and gentlemen, it's an absolute delight for me to kick off this conference by delivering the keynote address and to invite here on the stage amongst your round of applause, picker round of applause, Mr. Rajesh Ibramakrishnan, Managing Director of Perfetti Bank and India. In case of a topic that aligns brand purpose with the brand. Thank you for having me here for this talk, some ladies and gentlemen, and I think it's a very interesting topic that we picked as a team, which is around aligning brand purpose with brand role. You know, there are many schools of thought, one school of thought says that, you know, brand purpose is all for winning awards. Yeah, let's have a nice team, let's have a meaningful role to play and that's what wins awards. And then there is another school of thought which says, you know, end of the day, the brand that you are to make money. But there is also another school of thought which says that those two can peacefully co-exist. How many people think that brand purpose and brand role can go hand in hand? How many? You can also see how many roles things go. How many things that they still can't go hand in hand? Anyone? Okay, so the majority seem to be more in the space of brand purpose and brand role indeed can co-exist. And I also tend to agree with that. And what I thought I'd do in the 20 minutes that I have is show you some examples of all this possible. You know, when it comes to brand purpose, some of the brands that come to mind are Nike, Java and so on, right? A little bit more serious, brands which have a larger purpose and so on and so forth. But the brands that I picked are actually competing. And the reason I picked these are more because I also wanted to illustrate that brand purpose and brand role can go hand in hand, even in categories, like in those categories of competitors, right? So that's why I picked a couple of examples of brand purpose to illustrate that point. But before I get into that, it would be nice also to make it slightly more interactive. Anyone have a definition of what's brand purpose? Anyone would like to take a guess? I think I would. On behalf of the forum, I'll make some perfectly hand-pulls. It would be really hand-pulled. Interesting definitions to do. Yeah? We've solved the purpose, it's so purposeful. Yeah, and you solved the true purpose. You see my hand out there. Reason why you exist. Reason why you exist, thank you. Yes, sir? Brand positioning. Brand positioning. Okay, thank you. Any other hands up? All right, so I think it's a little bit of all of the three points. And that offers really the reason for the existence of the brand, right? Beyond just mere business. So why are we there as marketeers as brands and so on? Of course, we have a business to run and we need to run it profitably more two ways about it. But I think what's also equally important is having a purpose. And in fact, Dr. Bhakra agrees with it and I am a very strong advocate of that, which is as individual as well, right? It's very, very important for us to have a larger purpose of existence. Of course, we have a day job and the question that I often ask is, imagine that a visiting car is taken away from you and if somebody would ask who are you? You know, nothing to fall back on. No director, no vice president, whatever. Who are you? And we need to have a larger purpose to answer that question. I think it's very important to have a powerful purpose to truly set up the brand intent in terms of what is that meaningful role that the brand can play in the life of the business. And you think back upon it, right? I mean, Colgate, of course, is a toothpaste. Set up route is a chewing gum. Gum is a soap. But some of these go beyond that to actually create a more meaningful role in your life. And the brand that you truly connect with would have some sort of a deeper emotional connect that you build over a period of time because they're not just going to satisfy your functional needs, but they go far beyond that, right? So that's a little bit of what the brand purpose is all about. So what I do in the next 20 minutes is take what is happy day. Now, if you look at happy day, it's a functional gum. What does it do? You have a happy day. It whitens your teeth. And the creative magnifier that we used over the years, since it's been launched, it's been about 20 years now, is around sparkling smile, right? And white teeth, which leads to sparkling smile. So that's the way the brand has been built. And I still remember, I used to work in Frito-Lay at Global Business Path, and Poverty used to be in the same building. And I used to look at it with a lot of jealousy. The kind of great work that Poverty used to do, especially happy day. And I'll just play two ads to make a point on how it can be built with purpose. But these ads are from the early days, right? When, what were you trying to do? You were trying to build salience for the brand in just, in terms of making sure that the brand is made aware to as many people as possible. So I'll start with one of my favorite ads, which is a photographer ad. Yeah, smile, smile. Ready? One, two, smile. Ah! Gagra, how? Ah, it's a bust. Ah! Smile? Ah! Smile! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! Ah! I mean, this ad is, 17 years old, but it still brings a smile to our face, right? And the message is very simple, said in a very entertaining way, which is happy dent Sparkling white teeth. Right? That's a simple message and I think brilliant creative. But to me, the next creative took this even one notch higher. And this is, again, Again, one creative that I can speak for myself, keep watching again and again, and you still are engaged in every single scene of this. So let me play this for you. So again, this is one of those larger than life kind of ads, taking a leap of faith to really say the power of the sparkling smile in terms of what it can do. But cut back to the present days, in fact, a couple of years ago, we said we wanted to recreate our communication campaign on HappyDent. And then what did we say was that, how can we give this brand a larger purpose, right? So we do not want to let go of the sparkling smile because that's what is a core to the brand. And yet we wanted to build upon it. So what did we do? We said, let's take the sparkling smile to throw light on social issues, right? So it was Dikha Bhattisi, Karbaad Kuch Hachisi. So again, taking the fundamentals of the brand in terms of what's been working for the brand, elevating the brand to a higher level by taking a higher order position to say that, have HappyDent, of course it's a chewing gum, don't take life too seriously, but still use this opportunity to throw light on social issues. So it's not about really the heavy issues like abuse and violence and so on and so forth, but the kind of issues that we see every day around us and very often don't do anything about it, right? So that was the kind of a higher order position that we took and I'd like to share the communication that we did around that. Excuse me? Ladies sitting. Dikha bhi. Dikha Bhattisi, Karbaad Hachisi. So as you can see, the whole point is, everything else is the same, right? What does the brand stand for? The core values of the brand, they don't change. And I'll talk about it later. So that's also very important. It's not that you keep changing the brand, the positioning, somebody spoke about positioning, the values, et cetera. Those need to be changed, right? So it's not that you keep changing the brand, the positioning, somebody spoke about positioning, the values, et cetera. Those need to be changed, right? The positioning, the values, et cetera. Those need to be constant. It's like us. We can't be one way to somebody, another way to somebody else. So we need to be consistent about how we are. But what is important is, how do we build on that and elevate to a larger purpose, right? So that's what we did. And I think the important thing is also, how do we bring this alive at every touch point? So what did we do? We tied up with a few NGOs and then collaborated with them to say, how can we for every time a happy dentist consumed by somebody, we contribute a certain amount of money to the underprivileged and help and support them. The other very interesting thing we did in the middle that you see, happy dentist make a dent contest where we invited consumers to actually shoot their own videos with the phone saying whenever you see something which is not right, how can you throw light on that issue? And the kind of creativity that we saw and the kind of entries that we got were absolutely stellar. And we of course rewarded them with more happy dent. So that was a little bit of an example of how the purpose came alive in happy dent. I'll share another example of a completely different brand, Chupa Chups, right? Now Chupa Chups is relatively a new brand as far as India is concerned. We launched it here about six years ago. Fun fact on Chupa Chups, the logo is actually designed by Salvador Dali. He was sitting in a restaurant somewhere in Barcelona with the original owner of Chupa Chups, the brand. And he wanted a logo, the owner. And Salvador Dali took a napkin in the cafe and he designed this logo that you see the yellow one with the red, actually on that, and that's how the logo came into being. So Chupa is again a very interesting brand. And the larger higher order purpose that we give here is to say that, you know, as kids, we all have fun. But as we start growing up somewhere we forget to have fun, right? And we become serious as teens, you have your own set of challenges, young adults, it becomes college life, job and so on. And the thing never ends. So the whole point was how can Chupa play a meaningful role in the life of the consumers to allow them to have fun forever? And that's the basic premise on which the brand has been built. And if I were to look at the numbers, it's a two billion brand available more than 400,000 outlets and doing exceptionally well growing at about 50%. But that's the growth part of it, right? And to me, what is more important is the meaning part of it. And I'll just show you some examples of that. Not cheating us. Students, an important announcement. This is Chupa Chups, sour bite. They eat it like this. With a slit. With a twist. Understood? That's it. Come on. Wait. And this is sour bites. They eat it in style. Not only the exam, but they also take fun seriously. New Chupa Chups, sour belt and sour bites. Sour sweet, soft candy. Take it and eat it. Okay? Chupa Chups, take fun seriously. As you can see, the whole point is around, yeah, you can have fun at any age and it's very important to have fun as well. Another example of illustrating this. Chupa Chups, sour bites. Chupa Chups, sweet candy. Take it and eat it. Chupa Chups, sour bites and sour bites. Take it and eat it. Take it and eat it. What you also see in this is, the product is very, very integral to having the fun. So when you say you want to have fun, the brand also needs to provide the opportunity for the consumers to have fun. And which is why you find the belt belt, which you can pull out the bite, which you can play around with, and so on. And in a way, if you look at it, the 360 that I spoke about, so we have a gaming studio for Chupa, where consumers can come in, log in and play games, which also have the product as part of the game. So there is a lot of opportunity for them to interact with the product, consume the product and have fun as well. And we've also taken up Halloween as a team in the last couple of years, and we are building a whole, you know, the range of connect and experience of Chupa along with Halloween. So those are two examples that I wanted to share with you in terms of how brands, even in the space of impulse category like confectionery can actually be elevated and take a higher order purpose. So as some closing thoughts, just wanted to leave a summary of some learnings. I think purpose is very, very important. The brand needs to play a meaningful role in the life of the consumer. And that is super critical if you want to build a deep emotional connect with the consumer. The second is, in terms of having a purpose, make sure that you have a clear purpose, you're consistent and you're visible. I think these two words are very, very important, right? You cannot be schizophrenic about it. You need to be consistent and you need to be visible. The third part, and this is very important. Ideally, the brand purpose should come from the product truth. And let me explain what I mean by that. If you look at the case of happy dent, what does happy dent do? It's a functional product. It allows you to get sparkling white teeth and a smile. And the smile throws light on social issues, right? So the higher order purpose actually comes from the product truth. Similarly with Chupa, where you are talking about the playability of the product, you can have fun with the product, and that elevates you to have fun at any stage of your life. So it's very, very important that the brand purpose comes actually from the product truth. The other piece, of course, it has to be relevant and credible. If I look at it and say, hey, this is not something that this brand has a right to take up, then I lose credibility and I lose relevance. Therefore, it is very important that is both relevant and credible. And last but not the least, end of the day, we are all here to build a business, right?