 aware that we have a very, very vibrant and dynamic personality and enthusiast in the OOH industry leader is amongst us. Well, we have Mr. Harish Nayak, he's here amongst us, ladies and gentlemen, regional director, poster scope, Asia Pacific and group MD, poster scope group, South Asia and now Mr. Nayak will throw the light on how data, technology and infrastructure optimize the future of OOH. So let me share, ladies and gentlemen, that Mr. Harish has more than 20 years of progressively responsible experience directing business across OOH, retail, ambient, CSR advisory, celebrity and sports management. He has led these companies through startups, survival, turnarounds and growth modes, providing dynamic and visionary leadership. He launched poster scope in India way back in 2008. In the last 10 years, the poster scope India has moved from being 19th ranked to number one OOH agency in the country. So ladies and gentlemen, please put your hands together for Mr. Harish Nayak. Hello. Thank you so much and it's an honor to give Nawal and Anurag for this particular podium. And I think the session earlier was a great insight and my idea talking here is basically to break a lot of myths about, you know, what out of home is and how digital is scaling and how digital is growing. So I'm like in next 15, 20 slides, I'm just trying to say what are the change which are happening and why change is very, very important for us, for all of us to look at and learn. Poster scope has a legacy of being in the trade for 36 years. We started our business in London and today we are in 36 countries and obviously there are a lot of learnings and, you know, there are things which we all can learn and probably I'm trying to share a few things which will help all of us to take the new leap. So my topic today is all about data because everyone was talking about measurement, everyone was talking about technology and a greater infrastructure, how we can optimize. And I feel that everything is coming together like never before. It's the only important thing is are we seeing it. And I believe if you look at the speed of change, the speed of change is happening at a very rapid pace. Things which were moving at an average 10 years gap are today moving at, you know, three times the pace. The most important thing about, you know, speed of change is navigating this particular storm of change. Because change is very, very difficult and in our industry we come with a lot of baggage. Archana spoke about, you know, bringing new talent and retaining talent in the industry. The most important thing is there is a core talent which is there and we need to now open our eyes and see that there is a change and we have to be ready and we have to embark change. And I think 2015 is when we started at this particular thing and we initiated this particular change in our company and today we don't work on normal excel sheets and power points. Everything is automated. System is driving everything and I'm trying to share how things have changed at our end. The most important task which we have today is navigating our clients, you know, in this clutter and in this confusion and giving them the right path, be it, you know, out of home or digital or any kind of media we talk about. And that's our role. We are consultant to our clients. Today, you know, a lot of people spoke that, you know, digital is giving one-to-one ads and clients are expecting personalized ads to our consumers. Is it possible in the out of home space? I feel it is and I feel technology today gives you that kind of a leverage to take this medium to next level because Sai said, you know, one of the important things is, and I jokingly say a lot of times, one of the most important thing about the out of home medium is that it does not have any ad block. It does not have any ad avoidance. Sir, how do you now use that particular strength of our medium and take it to next level? Our ecosystem is getting more and more cluttered. There are so many media options, channels, digital media, newspaper, print and everything. Secondly, vertically within those things, you know, you are continuously seeing a lot of online sites and new channels are coming. But today, if you look at the way television is changing, then latest PRI notification which has come where consumers are today looking at media which is on demand. Earlier DD, you have to see everything on DD. Then came satellite channels. You have 1000 channels today. It is all about OTT. I want to see only this particular content. I don't want to see ads. I don't want to see anything. So those are the things which are also happening in and around. Coming back to the core thing, out of home and consumer data. Is there an independent study? Is there research? There is no research and I don't know when the industry is going to drive the research. But there is a lot of currency and one of the important things which we all should learn from the digital media is there is a lot of currency there. Can we transfer that currency here? Yes, we can. And we have done that by using data. If you look at last five years, the amount of data which has come into our business. I mean we are leaving our footprint on an average 3000 personalized information every week. And if you see in last two, three years, the amount of data which has come, I mean you can go up to the Mars and come back. That is the kind of data which has come in last two, three years. And that data is available to us. Can we use that data? And how data is used? 2013, Myanmar was planning everything related to infrastructure and life and roads and everything because there was no data. 2014 when they did a manual data, they found that they were not 72 million people. They were only 50 million people. And hence their investment, over investment in a lot of things had to be curtailed. So data can be used there. Another example, Germany won the football world cup in 2014. This is data. They were able to simulate and use that data very, very effectively and understand how and what is required against which team. Data today is used across be it health, shopping experiences, martyr cities, sustainability, retail, everywhere it is there. But yes, out of home is traditionally a dark medium. And I feel data is the new light. Data is there. We need to see it and we need to use it. I am trying to share a couple of examples of how we can take data which is available maybe in government reports, online, offline, which are independent data. Our clients are today saying boss, don't give me your agency report. Don't give me your own personal data. Give me a data which is taken by the industry. There was a time in Postoscope 2016 when we used to do excel sheets, power points and everything. Today our system drives it. Our systems throw the entire plan. Artificial intelligence is today available where when you make thousands of plans, there is a lot of learnings which happen and we are able to use those plans. We have an independent software which is called Ozone. It covers roughly around about 1,750 cities and 70,000 sites. It has roughly around about 130 different data points. Right from Census GS, paid Google APIs, Facebook APIs, government reports, everything is inputted. We have 19,200 pin code data. We can talk about prosperity index in those pin codes. I can talk about population. I can talk about male-female ratios. Everything. Everything is available and in these pin codes are the sites which are lat long. And those sites are available. I am just showing you some grab shots of how everything looks. So not only you can see where you will have the highest traffic or which are the nodal points of the city. Two, you can do various mapping. I want only sites which are near banks or near ATAMs. You can do that. You can input your client's sales data. You can use your client's sales data and say that in this particular pin code your sales is high and hence you need little lesser presence. And somewhere where the pin code is maybe stronger you need something else. You can convert everything into a heat map and say that those are the most important relevant areas which are there. So this is the kind of thing which is there and probably for us it was little bit easier because being a global agency and being in this trade for long, those things were easy and available to us. And I think data is there but we also need to imbibe technology. We need to believe in technology because we need to see that technology today is bringing things on fingertips. And if you have massive data and if you have right technology things can be easily changed. There is lot of data but you need great systems. You need great technology to convert that data into greater insights and which is something which for us ozone does and which is where automation is important because when you are talking about humongous data system should be there to channelize that data in a simplistic form and share with our clients. Today I feel that we are able to bring lot of our brands or consumers together much closer than in a darker environment where there was nothing available. So I think those are the things which are there and for all of us in this industry to see those things and use. This is Ashutosh, your media. I feel infrastructure is very very important and in India infrastructure is going to change. There are few sites you see in malls, in airports which are taking that lead but then as custodians of the industry it is very important to look at what are the kind of infrastructures which are available globally and can be used that because data technology and right kind of infrastructure and ambience will only make our medium grow and if we are able to give those currencies to our clients, clients would spend more, clients would invest in our medium. Greater experiences can be derived and there are so many media options which are there. There are alternatives where you can engage with the audiences and you can also grab attention by doing maybe engagement or activities in a captive domain and I think there is a right ambience. We have been in the right direction, the economy is growing. We are today third largest economy soon going to be and I think things are changing and as an industry we all are responsible to make sure that we ask our partners invest in right kind of infrastructure and create right kind of ambience for our clients to invest into the medium. With that I think I want to thank for this opportunity and if there are any questions we will be happy to answer. Thank you Mr. Harish. Can I have any questions? I mean anybody would like to ask no questions? All right so please stay with us sir and now I would like to call upon stage Mr. Pawan Singh from National Head Marketing from Amul. Please let's honor Mr. Naik here with a memento. Can I have the memento please?