 As everybody knows our consumer has changed both in terms of buying behavior and media habits. Advertisers need to sharply track each of these changes and understand what are its implications that should have a bearing on the brand's media strategy and plan to make it more effective. We don't want to throw the baby out with the bath water but some changes we believe are absolutely critical in our thinking in terms of GRPs, reach, frequency and what not. Many advertisers we have noticed focus on higher reach whereas we believe the need of the R is given the low customer base for most brands and given the noise in the media market is higher frequency. But somehow brands continue to focus more on reach and sacrifice frequency for reach. In the days when advertising noise was low possibly this worked and we can see that it's beginning not to work now. As India races to reach a figure of 500 million netizens, traditional advertisers need to recognize that digital can make a great support medium that effectively works at the lower end of the funnel to support strong traditional media. And I would urge my advertiser friends to use their media agency's creative prowess to power their digital spends in a cost effective way. Your media agency I believe can give you a Sundar, Sasta and Tikau digital execution and also if I may add in good time. Lastly and we would like to repeat our advice of last year because most advertisers seem to continue to ignore it. At Madison media we are convinced that media can indeed move mountains but provided you resource your plans adequately. Those don't but we have seen again last year that those who do reap very rich results. And therefore we say media cannot achieve your objective if you under resource it. Well thank you very much ladies and gentlemen for patiently listening to me once again.