 Next on our agenda is the Denig Bhaskar IAA debate and the topic is today the use of digital as a media is overrated as compared to traditional mediums like television and print for the marketing of packaged goods and services and if you look at frequency if I know today in digital which customer to segment which customer I need to really show my art how many times whether it's by re-targeting us or showing the I know he talked about a lot of jargons because probably he doesn't understand the jargons but anyone who understand the jargons will understand how exactly target that customer the third thing is like you know if you look at customer can get it on-demand he can choose what he want to choose with a retina display is far more better than any LED TV there in the market he can actually see it much better and because retina display part of kind of distinguish between your eye and what what is there so one second Sanjay now that you are getting personal I'll ask you about all these definitions okay so the other thing is like you know what we need to really look at what digital always gave is context the democratization like you know the price is not fixed by the advertisers or like you know deals like you know it is not actually is getting a better deal than me because he's giving more money if I go to digit by digital it is an auction format I can chew I can actually pay based on that who actually demands it's actually democratization pricing I think any market year will love that third is major ability I know part of again I know he differs on the major ability part but I want to say how you measure traditional advertising and I know I'm a market year and what and the kind of measurement you use the traditional advertising major the same way the digital advertising I think it'll really really prove far better the last point is why marketers still like and I come back to a jazz point still you know why the people are not spending money because to be honest they don't know how to spend money in this still if the real way because still you know it's a traditional mindset 30 year ago some of my friends did something I'm I'm changing gradually changing but I'm not really confident because I'm not really spend time but time will come in three to five years time with a new market year will come from digital medium they will completely change the game I think it is just in the weird just in the nick of time where the entire thing will change and my last point is when we talk about business the digital gives a complete picture it actually takes from awareness consideration of preference creation most likely purchase repurchase and completing the entire loop so digital works in entire all part of the funnel rather than just in creating awareness and consideration I think what are you marketer we're very happy you ask any market you'll not go anything about business today in digital so many businesses got called because they reinvented the business using digital using technology using media using social and today all of us are using it how many of you are using Uber today I know it's Bombay I it is not maybe may not be India how many of you are using net to buy tickets how many of you like you know you obviously this can go like you know it look at even HUL's example of Khan Khazura touch and like you know with digital they reach up to the media dark areas so it is possible if you know how to use digital okay thank you Sanjay round of applause for both the teams this is the time now you can use the points which you had taken notes off and rebuttal on either side so we'll go with Ajay and Pata you want to I just want I just want us to come back to the topic on hand for today we're not talking about tomorrow we are not talking about intent we are not talking about potential we are talking about marketing and I don't think you can have a better audience of marketers out here we have leading CMOs out here we're going to get some awards we have a leading CMO out here I want a simple vote show of hands either all of you in this room are suicidal either all of you in this room don't know what is being spoken by my dear friends or how many of you get more than 50 percent of your customers through online how many of you spend more than 50 percent on your budget online and if you don't the answer is there for ourselves what is today's reality that is the overrated and that is the reality thank you another quick point another quick point now that Sanjay has opened the door of being personal so welcome to the club we usually in debate clubs don't get personal but now that you don't know the rules of debate and you are getting personal fantastic this is precisely the problem of the digital either which is called aggression without without information this is precisely the problem huge amount of aggression be personal be insulting ask questions without having the actual truth who's saying the digital medium is not big I'm never saying that Ajay is never saying that digital medium is very big he's sitting and telling digital medium is big give me a break the topic is not that Sanjay the topic is whether the digital medium is being used for marketing and is it going to be a big deal today no it is not because with all said and done the truth is that we are far from even optimizing forget about maximizing we are far from even optimizing what can be done with digital so therefore don't don't try and stay away from the topic and be aggressive just for the sake of being aggressive thank you thank you thank you gentlemen now we'll go back to Carlton and Sanjay you want a rebuttal yeah sure Arthur I think your clients are really bad if they really want to meet some of yours well actually you can meet a lot of my clients in fact one of our clients launched their vehicle on digital one one of our client one five years ago five years ago they launch their vehicle online today I'm talking about the past so today it's much more elevated it's much more elevated you know so to me I think I think if you really don't know the potential of the medium I don't know if you can actually speak about the medium having the topic is today well if you don't know the potential you will not even know whether it's actually overrated you will know after you will not know it's overrated what are the potential of Shah Rukh Khan today was Bacha again we are talking about Shah Rukh Khan and all that stuff I don't think it is about Shah Rukh Khan it is about digital marketing digital marketing is actually underrated we cannot actually talk about spends and equate it with overrated or underrated spends are looking at how much you need to spend to get a return on that that's exactly what we're talking about so you can't say that if a market here spends 30% of his budget on digital that means it's underrated I completely disagree with that point of yours which you ended up making okay if you get more efficiency with lower monies great if you want to get higher efficiency put higher monies I have no issues with that but if people choose to put lower monies and get greater returns so be it and that's what they are doing right now Sanjay do you want to add anything quickly just one point I think Ajay spoke about you're saying that you know like how many brands have got built I don't know where the Uber started by any advertising and it's a worldwide brand in a three years time one brand no you're talking thinking about one brand you know that is why that's unfortunately that's a problem that's why Kodak and all got wiped out because they thought I know that is operating in some other no I am coming to the other point you're saying like you know how many of you I've got 50% business how many of you spend 50% of money and digital you spend 5% you expect digital to give 50% business that's a problem with all of you and when we are spending money in digital because you think digital is a performance medium this time digital does better job and brand than than traditional media but they are not against you we are against you no I am telling I'm coming to Ajay's question what percentage of your budget is on digital is it beyond 50 60% fantastic one it's always one I think all those ones make up a lot okay in the interest of time we're going to make the conclusions happen very quickly before we open the questions to the audience gentlemen on my left can you make your final conclusion yeah final conclusion is very simple nobody is denying the power of digital medium all of us are carrying our mobile in our hands so so therefore we know that I mean since by the way we all of us go home and watch TV also but why do we do that man like so nobody nobody is actually questioning the power of the digital medium the question is whether it has become actually conducive for marketing you know like all the I have been I have been doing digital marketing personally Ajay has been doing it for a long time and the issue there is whether in today's day and age the opportunities that I get are or has our thinking opened up enough for us to exploit this medium no so therefore it has remained overrated it has remained a you know like cocktail conversation it has it has remained a very you know like clapable conversation in a conference that's about it today to get the get the full benefit of what's what's possible we are very very far away because our thinking is still based on the so-called return on investment so therefore we have turned YouTube into Shamaru that's what we have been able to do with digital marketing YouTube is to be such a lovely experience and today we are sitting and actually waiting when that when the done ad will get over this is what has happened to marketing quote-unquote with digital YouTube outstanding advertising on YouTube sucks so that's why that's where I want to want to live with saying that the medium is outstanding the medium is here to stay the medium is here to grow marketing we are too far away from it as far as the real impact of marketing is concerned as far as of course you know like making some interesting points are concerned we should be talking about storytelling content and mobile thank you thank you that was short and sweet gentlemen on my right I believe in wisdom of the crowd if the digital is not really delivering for the market here it is not going 30% year on year and you know and internationally it is said like it'll be 50% in like three to four years time so it is not that it's it's not about where it was it is about where how it is going and how people are believing in the medium if it would have if it would have been overrated people would not have been spending that money second point is this the only medium which is contextual it is on-demand which is actually delivers what customer wants so today if you ask me the India changing all of you are changing and all of us like the way we are using the medium I don't think any of us really believe that is overrated but obviously my partners they believe that you know they it is overrated because it is they thinking it is a profitable discussion or like and it's more of a like an old old mindset kind of thing but but unfortunately time has changed so try to people try people are actually believing that you know how it is delivering apart from the contextual and measurability part of it it is actually delivering reach and that's why most of us in consuming the media in digital format and most of the market years are going more and more money and digital format thank you thank you thank you Jen round of applause to for both the teams again due to the paucity of time I'm going to ask one question each so audiences you can ask one question to the gentleman who are for the motion there's a question here yes you can ask a question for gentlemen who are for the motion you can also answer you can take aside also yeah obviously I will so the first thing is I think when Ajay started I believe that you lost a debate when you said the first sentence itself right you said that digital theoretically reaches 400 million people 12% spent on digital while the rest of the mediums reach 900 million people and 88% is spent on that so what we are saying is that if you can reach out to half the number of people approximately you shouldn't be spending 12% of budget we still mean more but more important in India is the 32 million pan card holders the 380 million people who you can reach through digital let's calculate how much of disposal income of the India do they control so the fact of the matter is you can reach out to a population that controls almost 80 90% of the disposal income of the country and you're spending 12% of your budget so the very fact is you're spending less than what you should that means it's not overrated it is underrated if it was overrated then you'd be spending 90% of budget on digital is there a question or you're making a statement the question is very simple then why do you say if you spending so much lesser than what you should based on your calculation your statistics and data as pathos says then why you're saying is underrated my answer is simple yeah yes please trust Raj to change the format no but that's I mean they need support right go ahead they need support it's all very nice to say 900 million handsets or whatever number of people no no I'm answering something else my friend let me finish okay okay okay do you know 15 months ago craft one of the largest advertisers in the US rejected 85% of the impressions it was a huge article in adage what you mentioned one brand you know in India even today 96% we talk about hand for everybody like to say what do you watch here it's ma'am trailer big day tell me the last movie you saw on this okay what do you do the moment you walk into a hotel room do you open your iPad to check content or do you switch on the television set this is a solo medium to even when it comes to advertising one is the bots and you know on television people take one second to serve the channel are you telling me really an advertiser will go click on the ad watch it continue to watch it it's very nice to say you know I haven't been to the last presentation but somebody told me amul has done some huge number of ads on digital it's all very nice I also do but it's very nice but look at the number of views then you want to spend money to get the impressions to show your boss came to it the impressions Milan the but it is very nice to do it for winning awards I also do it I also do it I also want to impress my boss so I also do it array or do it in Kardo Kardo or his car impression here a career or the car doki it not million views I did a small search a few days back just to understand because I don't understand this media man still very novice when it comes to digital we speak about Twitter what is the monetization model there are so many OTT platforms in this country where's the monetization model and why are people not advertising and one reason if some people are advertising is because digital gives you 25% commission 20% commission that is the truth that is the truth okay whereas television will give you 2% so the split in the spence no but the thing is if you ask me digital is growing it will grow will digital evolve it will evolve okay everybody gives me this argument that in the UK there is 50% that is now digital few years ago in India television apart from the rotation was hardly any percentage today television in India is gonna beat print but that doesn't mean print is gonna go any new medium you introduce will grow any new medium tomorrow if there's some aeroplanes getting branded outdoor will grow that is gonna happen but one minute one moment because I have to I have one two questions to ask you one question you said five years ago one brand was launched on digital a car brand yes may I know the name of the car XUV pardon XUV yes no no I'm standing and talking to the client okay so my question to the client is did he sustain it or immediately did he follow it up with print and television if he says no then hats off to you sir if he says yes then I've answered could I could I tell you could I answer that is he had to follow it up with print because he had already bought let's not get into excuses I want to know no why do all the digital brands spend on TV this proportionate amount they are not consuming their own product so any which way is but but I think I've made my point let's not argue okay the thing is we want to argue with you but let me just ask anyone because you have one more question one more one more question but one more question yeah seriously yeah tell me brands apart from e-commerce and which I think that have been built on digital tell me an e-commerce brand which has been built on digital so Amazon today also 60 percent of its advertising on digital Amazon is already built a brand and then after they started yeah the question was to the team on my right so let them answer first no Raj's question no Raj's point as you talk about our download similarly our marketers do like you know the pin the route where the boss is traveling hoardings they take the hoardings they look at what the boss is watching the TV and which will boss why boss and those channels also people take let's not let's not talk about that you know I've downloaded your boss to push everybody does it okay no no if the same question if the ads are so efficient on that medium then why did you have to sell those ads I mean at least sell product here you end up selling ads I mean that's the lowest form of marketing debate is what's the topic here what's the topic of the debate yeah meaning like come on you guys are just addressing the debate no no overrated as a medium it's so in this medium how can it be overrated when they're spending so little I'm again asking two questions so let me Monica let me end it with the two questions absolutely I'm gonna answer him with two questions okay he's older than okay okay I'm again asking you tell me why do e-commerce brands spend on mass media why are e-commerce brands who supposedly know all that you know and I don't know to I'm again asking you all the market is out here either you're saying they are suicidal or you're saying they haven't understood what you said or they don't believe in what you said so the question is not about how much you're spending yeah it is not about the debate is not about the debate is about is the medium overrated I don't believe it's overrated if people are spending less if they were spending exorbitant amount of monies then it's overrated but not spending that much amount of money it's not overrated one second that is not the point it is oh it is overrated because people are talking too much about this media and that was more exciting and that was awesome to see them all in action but we need to decide if we can who the winner of tonight's debate is since this not by side let's do with the sound of applause so so one so let's hear for the gentleman on my left who was speaking for the motion but if the debate will continue I think okay one second can I can I say can I say one final time I've got people on social media also I think finally cricket is the winner okay maybe show of hands would do the trick show of hands they both one alright so thank you very much ladies and gentlemen hope it was a fun thanks once again then in Bhaskar for giving us this opportunity