 So, yeah, I mean we thought content marketing and the technology interventions on content marketing in 2022 is almost like sky high and technology interventions are firing up when it comes to all three formats of content creations, right? Whether it's text voice and video, and you can see that audio out there. And we know how to create synthetic audio. So today's session we thought we will talk about all possible ways in which content is getting created in today's time, right? Now look at formats like text. In the old days, people used to write a lot of scripts. And today we are talking about generative AI which is kind of taking a leaf frog where text is used to create image content, text is used to create video content, audio is used to create video content, right? So there's loads of work which is happening in terms of the tech interventions which are coming when it comes to creating content. So we thought we should just curate a panel and talk more about it. And before the panel, I was talking to one of my colleagues and he says that every time you run a panel, I feel that you should do a crash course for us before we get into the panel. And a lot of my clients also feel the same because the space has gone so sci-fi that David, I'm talking. They are just looking here and there and they're saying, yeah, this guy is making sense. But we still don't know what do we need to do, right? So what we did was we tried and we worked on a lot of interesting use cases when it comes to leveraging technology for content marketing. And today in this panel, we will try and see how many such renditions of content marketing which has gotten triggered through technology we can cover. So to begin with, I would like to invite Gagan from Aegis Federal Insurance. And we are super proud to have collaborated with him. And we did something really mesmerizing in the space of generative AI with him, which is like recreating the legendary cricketer Sachin Tendulkar. And I'm sure all of you all must have seen hoardings of young Sachin. Let's do a show of hands. If you've seen a hoarding of young Sachin, media agency has done a fair job, right? Go to spend more money. Okay, so here in this campaign, let's just hear from Gagan what was the thought, what was the task being assigned to us, and what did we create eventually, yeah? Thank you, Neeraj. So basically, I come from the life insurance industry. The communication in life insurance industry is more about creating fear in the mind of the consumers. So basically, everyone talks about like what if you die, who will take care of family members, so you should buy life insurance. But we as a brand thought, why to create something negative in the mind of the consumers, but anyway, he's going to buy a product to your product. And you're anyway creating a negative in his mind that you're going to die someday and then you're going to get benefit from this product. Why don't you talk about positivity? How can we bring positivity into our communication in life insurance? So we came up with an thought where we say we are going to empower you to live the life and lifestyle of your choice. So basically what happens in life insurance, I will just divide it into two categories, basically one could be you could call as a term plan when a person is no more, his family member gets that money from the life insurance company. And the second is we call it as an investment, wherein the person lives on, let's say he has purchased the policy for 10 years and he's alive after 10 years, he'll still get some money from the life insurance company and then which is, we call it as an investment plan. So that's why we said we want to empower you to live the lifestyle of your choice. So now we want you to communicate this thought through our content. So how do we say you have to, so how do we communicate this to a thought? So basically what happens is in India, people are very concerned about their future, their own future, children's future, what will happen in future? Suppose if I'm 30 year old now, I want to do some business when I'm 40 or when I'm, I'm, I cross 45. So I need certain amount of money where I can do some business with or if I have a children which are three, four years old, I would want them to get the best education when they grow up. Like they would want to go to America or they won't go to foreign country. And where would I get that money from? So there are our plans available with Life Insurance Company, which help you do this investment. So that was the thought behind the entire campaign. Now, how did we, this thought, we want to communicate to the consumer. Then we thought, how can we use technology, where in, we approach Sachin, Sachin is a brand ambassador. We want to create a, we want to communicate that future. You have to become future fearless. You should not fear from, from the future. If you have planned properly, like we do a lot of things. If we plan that tomorrow I'm going to do this. If you have planned it properly, you will be able to execute what you want to do next day. Similarly, if you're planning your finances in a proper way, so you don't have to fear your future. So that's how we created the Young Sachin campaign, the film. But the challenge there, the biggest challenge was when we are working on the content. Of course, VML, YNR, WPP Group helped us create that film for us. The challenge was we did not had any images or videos of Young Sachin. So we always, because when Sachin was young, he did not capture any photographs or videos, his family members didn't do that. So how do we do that? How do we create a Young Sachin in the film, where the Young Sachin is telling the audience that you should not fear the future? Like how I did not fear, like when I say I, Sachin did not fear the future. When he was young, he wanted to become a cricketer. He never thought about his finances. I will take his finances and he became a famous cricketer as you all know. Then we took the help of technology, which is AI and deep fake. We created, we took Sachin's current photograph and then we used technology and created Young Sachin from this technology. So that's how the entire film was made. That was, it wasn't that super. So if I were to just explain what we did technically was, we shot with a young boy. We had about five watt pixelated old school picture of Sachin Tendulkar. So that was being mocked on top of this young boy. We shot with Sachin. So we use the same lip sync. We de-aged his voice. So a 50-year-old Sachin, how he sounds now, started sounding like a 16-year-old boy. And what was Sachin's reaction when he saw that? So when he first saw, he was very excited. He couldn't believe that he said, I am exactly looking at this when I was young. I don't have any photograph to prove you that this is how I look. And then second little apprehensive, he said, what if somebody misuses this technology and creates my video and use it for some wrong purposes? We said, don't worry. We are not going to do it. We are not going to share it. So it was both, he was happy and he was excited and a little apprehensive also. So now a show of hands. How many of you must have heard about this campaign? It's still the same. For the media, it needs to really work hard. All right, so moving on. And since we are talking about a BFSI category, now when you see BFSI as a category and then Pooja represents CPG here. So what happens on CPG category is the DMPs and the data science is not such a big mandate. But with BFSI, it becomes part of your compliance, right? The first thing you do is to know your customers, you know their PII details, and you need to reach out to them as per the compliance. They transact, you send the messaging out there. Your CRMs are like all-time sci-fi. Your communications are going through WhatsApp and other channels, right? So what has been the content strategy for you at BhartiAxa all the while and how do you think this is evolving now in times to come using the technology livers? Hi, everyone. So I've been with the group for nearly over 10 years and therefore the industry. I have literally seen a sea change the way it has spanned out in the last decade. With the advent, of course, of WhatsApp coming in, earlier it was all traditional mediums of e-mailer SMS primarily. E-mailer open rates all the way from, say, 25% dropping to 7%, Google breaking the inbox from nothing to a primary, secondary promotion. So we've seen all of those challenges, right? And therefore you keep your eyes in yours open to look for new possibilities. Right now, the biggest two areas where we are focusing so far as our content is concerned, of course, there is BAU. You will continue to sell, you will have to continue to serve. However, where is your growth engine coming in from? It's coming in from youngsters or it is coming from Bharat. Yeah, you need to penetrate into tier two, tier three, clearly because Delhi Bombay's of the world are saturated. They have plethora of options. They have enough and more people chasing them already. So therefore, tier two, tier three, these guys are not your English first audience. They are people who need to be told through a human intervention, artificial, perhaps is the way to go because you cannot have those many lakhs of people deployed considering cost constraints. And you have a younger set altogether who doesn't like human intervention so much, is happy to engage with Aptars. It's happy to have some sort of a voice telling them what to do, but they in some sense like to do things by themselves. So these are two areas where we're thinking that how in the next two, three years are we really going to do business in a manner which is going to be cost sensible for us as well. We're able to scale, we're able to communicate to all of our audiences by being relevant as well. So largely these. And even when you look at the kind of search queries which are happening and how consumer is shifting and the kind of content they are seeking now, the input channels are constantly evolving. If you see the Google stack right now, they added, it was predominantly text-based search. Then came voice search. So assistant got integrated onto the search bar. Earlier this year, there was Google Lens which got integrated. So if you log into Bharti X or any of your sites, you would also see a lot of image searches which are happening, right? So clearly there's a need of content to be created. One of the reasons Google invoked podcast as part of the search results was that because when people are firing up commands, what do you give them back? The algorithm is going to search for a relevant output. If input is coming on voice, they would look at an audio or a voice output to be given back, right? So there's a constant content which is getting created, whether it's text, voice, or image, or video eventually, right? And the good part is that you need to ensure that it goes regional and goes deep in that conversation point, right? In fact, government in one of the programs are spending about 100 crore in a 40-day project called NLT, Natural Language Transmission Mission, if you guys are aware. Today, when we are creating campaigns, say with Sachin, you record a campaign in Hindi, right? And you can then use the same rendition in Kannada and Karnataka because I saw Gigesh, I thought I'll say Karnataka. So this is how the language transcoding is happening in modern day. So Microsoft Cognitive Speech Stack, or what we used for the Shah Rukh Khan, not just a Cadbury ad, we collaborated with a company called Respeacher based in Ukraine. They created 40 different voice models of Shah Rukh Khan because India would have a lot of dictions out there, small retailers you are dealing with. So obviously you need to have that level of synthetic voice which is getting created out there. So there's a constant content which needs to be constantly created in all three formats and that cannot be done manually now. And you'll need synthetic engines to fire up to create those kind of content, right? And on this topic, I would love to bring in Gaurav who's doing some brilliant work in terms of using AI and music. So as I mentioned about an ad creator which we use today, if you want to go like really regional in India and look at podcast in India, it's like PwC numbers are about 93 million and below, my sense would be 70, 80 million active users on podcast. But if you were to say an outlier, it's PM ke monkey bath, the podcast platform which has touched about 600 million people in India, right? Which is available in 19 languages. You talk about going vernacular, voice and telephony and you are suddenly creating a scalable use case out there. Now imagine content creation in 19 languages. Either you sit and create in individual languages or you use transcoding engine to create that and load it up on the live server where people can be offered content basis the market they are coming in from, right? Exactly similar as a scenario when it comes to music. And Ajay is like completely involved now. Okay, super. Let's hear it from Gaurav in terms of how music is getting transcoded. And there's this beautiful campaign you were discussing about Mahindra, right? The sound map. We will talk more on that but let's hear it from him on the technology stack which he's working on. Absolutely, Raj. I think of when it comes to say video marketing or mobile marketing, video forms the crux today of communication everywhere and 60 to 70% of videos out there require music. And consistently when we've met brands over the last year, year and a half, the requirement has been that how can we go local and how can we go hyper local? One option is of course language but even at a fundamental music level it is music instruments that also create a mood. And let's not forget that today marketers have barely six seconds to make an impact, right? In six seconds if you've not really caught your consumer there's a high chance that he or she may just click on the next button. So how does your video really open, you know? And if let's say you're a jewelry brand that's targeting a consumer in Bengal, right? Typically we've seen multiple brands get celebrities or film stars that represent a certain region. Similarly, we're working on an algorithm where can you have if it's, you know, let's say a brand mnemonic or a certain tune, can we have the same melody being played in say a Duitara if it's in Bengali? Can it be a tumbi if it's played in Punjab? The reason why we are seeing music as perhaps the last bastion that's left to be conquered when it comes to generative AI is because there is a sense of aesthetic beauty that also needs to be translated in music. Which is especially in vocal, it's very difficult to get. But we're getting success in the space of beds as we were talking. There are chord progressions that can be imitated in different instruments. So a lot of that progress is going on. Parallely, I still feel that even when it comes to let's say exciting experiments that are being tried out, like you record a certain vocal in a language. Let's say if I were to record an instrument, since we're from music, I'll give a real example so that possibly you all can understand it. But let's say if I record a tune, Now let's say if I were to create a music score around it. These are the notes. Now let's say if I transcribe this and I create a set of different lyrics, can I do a singing voice synthesis around it? Like let's say the same can be, Anything can happen and you can have multiple variations coming out. In vocal, we have found it slightly challenging. It's still, I would say at least for us, it's a little far away. But in the case of music instruments, we are getting good success. So possibly this can also be expanded. Like let's say you in the current ad space, you create a jingle in Hindi and you want to create say 14 language versions. You end up hiring 14 different singers or you hire one singer, you pay them 50 percent, you pay them per edit, you get a voice translator, a supervisor, a studio, a lot of that can go. And we've tried these experiments where the same track is being used to create multiple tracks. It's very, very exciting. I would say music is still getting there. Like unlike image and text where there's open AI, there is dolly, there is a stability diffusion. In music there are these platform layers that need to come in. But once that happens, you'll see in 2023 and 24, the floodgates are going to open for music. As he speaks, Chandan is getting some ideas on, you know, implementing this for his brand. So by the way, Chandan runs a very, very interesting content format called Badgargi. We call it, and now the India calls it Wikipedia of home building. And not just India, but this has become like a global case now. It once Mati's ex, if I'm not wrong, only cement brand, very boring category, but he's created some content out of it, which is actually taking KKT head on, I would say, in terms of the usage which is picked up, not just for urban India, but also for rural India. So let's hear it from Chandan in terms of how this property was being curated. What was the brand thought and how does he intend to use all what Gaurav just mentioned? So I will start by dispelling the myth that cement is boring. You ask this, anybody who is building a house by putting his lifetime saving, okay? It's an extremely high involvement category for somebody who's building a home. It's an ooring for us. It's an advance. Yeah. The second piece is, we are driven by proximity bias. We don't understand the category unless we are a category user, okay? India is a country of 1.4 billion pop, okay? And 1.2 billion people live in that part of the world where people build a home, they don't buy an apartment, okay? 70%, more than 70% of our business comes from B2C, right? Which is people who buy our brand to build their own home with their lifetime of saving and earning and even future income for that matter, okay? So it's a B2C category as such. It's not a B2B, which is what we believe by looking at infrastructure projects and metros and flyovers in cities like Mumbai or Delhi, okay? So yeah, so fundamentally we started with the consumers and we were trying to figure out that one involvement, yes, no, we found involvement is pretty high. Reason pretty simple. It's a reversible decision. Home is built only once in life. So you get only one chance to get it right. If things go wrong, then it's either life-threatening or it is very expensive mistake in that sense. Second piece, 99% of Indians will build only one home in their lifetime, okay? One person do own multiple homes, build multiple homes. So, and since there is no past experience of building a home, okay? Aspirations are sky high. Knowledge is zero. Trust deficit is pretty high. Those who have the knowledge, people don't trust them, which is Mason's contractors, you know? We call home builders as IHBs, which is individual home builders. So IHBs don't trust them easily, okay? Stakes are pretty high, both from financial perspective, from emotional perspective, because home is considered to be your badge of competence in that sense. And social perspective, because everybody is judging you, looking at you, because you are moving from being a a Kirayadar to a Makhan Malik, you know? So that transition in the society is huge. So this knowledge and trust deficit basically was bothering IHB intenders who wanted to build a home, didn't had a reliable source of information, how to build what to do, where to look for unbiased information, right? And this is where we found the sweet spot that, you know, instead of what in the category you see most of the brands doing is selling your brand, we said we will solve for the problem that the consumer is really worried about, okay? And that led to the genesis of Badgharki, which is a huge content platform where we are helping and enabling the people to find answers for the questions that is bothering them in their home building journey, right? It ranges from figuring how to plan, how to budget, how to shortlist, say, team of experts, how to get the blueprint or the layout done, to selection of material as to which material would be better for their particular project. So this journey started in 2018 and we started off with a couple of videos which were done in vernacular, basis the search results that we saw because we found that people are already searching for certain information. So we had some input data, translated that into videos, went live, then we realized that we need languages because people were, not everyone was comfortable engaging in only two languages, which is English and Hindi, right? Especially because a lot of our customers come from rural tier one, tier two, they're more comfortable talking to a brand which talks in their language, you know? So that then changed our, added to our to-do list saying that now we need vernacular content. So from video, we went to vernacular, content were translated into first nine languages and then into 12 languages, okay? Then again, we hit a roadblock. We realized that in rural, TV penetration is, in our focus markets, which is largely Hindi hotline, we realized that TV penetration is 30%, 35% odd, okay? So our communication, our content is not reaching them. Smartphone penetration was also too low and therefore rich media is not reaching. So how do we solve this, you know? And that is when we said voice is the next big leg for us. We leveraged feature phones, which Neeraj calls with great pride, dumb phones, okay? So we reached out to the audience through feature phone. We created, translated all the content into voice content, Badgharki as voice assets, okay? We hired known celebs like Ravi Kishan, Raju Srivastav to make the content even more interesting and exciting for the audience in the rural markets, okay? And through that, we were able to generate an incremental reach, delta reach, for the first time for the brand to the tune of 50 million. Because these were the people whom the brand had never reached at all, right? Also added a conversational AI like through WhatsApp. Yeah, and then as we move forward, then we had chatbots on our website. We also have now chatbot on WhatsApp, you know? And we are also delivering a lot of content through programmatic, whether it is voice, whether it is our AVs, okay? So this has been the journey. And I think the key was that if we were very clear that this is an interesting space, there is a valuable problem to be solved for the brand, right? And once you have the right inside, content is possible. All right, so that was a good one. So let's just change gears and move on to the new space, the Zenzi space, as we call it, the Web3 and the Metaverse space, and let's bring in Pooja here. Pooja has done some fascinating work. At least she's getting geared with all her brands at Raymond Consumer. She's done some amazing use cases on NFTs and Metaverse. So would love to see the content play out there because that requires a completely different DNA out there to create content. Because I would say the future of content on all these immersive virtual worlds would be AI mascots, right? Those digital humans would be the new age AI mascots who are going to be moving into these virtual worlds like Roblox and Decentraland. There's tons of work which is happening in these spaces. And they will drive conversations with Zenzi out there, right? So a lot of brands are now experimenting and creating experiences. I would let you do the talking now. So Neroj might find my brand also boring. I'll give an example of Karma Sutra. That's a very interesting brand. So yeah, Karma Sutra is also something that has not been in the news for a long period of time. Everyone still remembers it from a very old ad. And of course, conversations have really changed. Digital has really come in. So first thing we did, we did three things. And we are on the way of TG for Karma Sutra. So it's definitely what you said. It includes you, but it's 18 to 30 years of age. So that's what you are really talking to. But of course, you're pretty new to Zenzi, so that's why you're also included. So of course, it's about the younger TG. And it's also this brand is very old, and you have a very new competition that's very strong. So we said, how do we engage with them in the entire consumer journey? So the first thing we did was we tied up with Bobble. And we used a lot of voice AIs. So Bobble came to us and they said that these are the conversations around sex that are happening a lot on WhatsApp. And whatever we say about social media, we know WhatsApp is the largest media of interaction. So depending on the conversations that were happening and the large keywords, we started basically integrating our conversation and our talks about sex. And we made some stickers. So as we know, people love to pass stickers and share content at that point of time. So we made sure organically, we integrated very seamlessly into those conversations. And we had huge number of shares when people are talking about sex, love, which happens a lot more than we think it does. Our sticker basically popped up and people then really shared it. And we got almost like six million reach and almost one million shares. So people really participated usually in it. And then what we did, we did like a stage two. We took all the conversation stickers that were the most popular. We actually minted that into NFT. And we actually sold that and we dedicated the money to Pathfinders, which is an NGO. So basically it was a holistic campaign. It's won a lot of awards because of the first time. In a very fun way, we tried to normalize these kind of conversations. Then really using a lot of this data that we did, we started doing a chatbot. Because again, the most search word is sex, but it's not really talked about. So we took all the search queries and we worked with Gapshwap and Madison and we made a chatbot into different arenas where people could actually reach out to us. And we call it the love sutra. So right up to like getting tips on how to woo your partner to basically bedroom tips. And of course, there has to be a commercial angle to it. So linking it up to the website and Amazon. And engagement rate was great. So we got a 3% engagement rate and huge amount of click through because at the end of the day, as marketers always have to have a ROI angle in whatever we do. And now lastly, what we are doing is we're really going into the metaverse. So like just what Nero said that how do we now really make it immersive? So we come from the land of Kama Sutra. We have these great statues. We have this great book about it. And it's not only about sex. It's a lot to do with social etiquette. It's a lot to do with wooing your person. It's a lot to also be a better person. So we're actually now creating an entire metaverse. We've called it of course, not very creative, Kamaverse, where people can come and actually integrate and interact with avatars and also take selfies and mint their own NFTs. And also the brand purpose, I will still say is a part of it, which is really enabling people to have the confidence to make love like never before and really giving them the confidence and the safety angle that as a brand, we want to touch with our target audience. So integrating really brand purpose with technology, I think is a way to go. And- So I think this entire space of conversation marketing, which you mentioned, there are billions of messages which get invoked every morning, right? Instead for our dads and all this and good morning every day. If you were to just replace that with a branded good morning or a branded thumbs up, the regular thumbs up becomes a brand thumbs up. It's amazing to ride on that wave. So that was a brilliant use case. I think I was quite surprised at, you know, when Bobble came to us in the success of the campaign. So I think voice AI, and I think we in India love to use voice, you know, and we love to use a WhatsApp. So it's got a great way to drive brand engagement and- Yeah, I should go to pick up an Alexa stat which says there are 1 million people who want to marry Alexa. I mean, is that serious, right? I think Jeff is also be happy with that. That's a love for a machine. But Amazon won't be okay with that. All right, let's just shift gears and we have about 10 minutes to wrap up our conversation. Let's just take a view on how the content tech story would evolve in the 5G era, right? We were just talking about Alexa getting so much love, 1 million people proposing to Alexa. Now we are talking about digital humans and the AI mascot. So we're going to be more visible in that sense, right? And they are going to look into your eyes. So imagine connected packaging as we do it right now, which is those QR codes or augmented reality packs. You scan and you move on to a different destination. Over there, the brand mascots can be invoked. The modern day banking assistants, which we have right now, you launch an excess bank app and you will have a Dynabot coming in, right? Instead of that, you will have AI mascots or digital humans who are going to drive all these stickier conversations. And they can look into your eyes, they can sense your, what do you call, expressions, and they can relay a conversation or a content back. So let's hear it from all of you. Let's start with Gitanjali first or maybe let's start with Gagan first, in terms of how, and Gagan is already on the roadmap way ahead of the curve. One of our most Maverick marketers was now launching Sachinverse after young Sachin. So Sachin moves into Metaverse. Meta humans are going to get created, which is what all the top celebs are doing today. All of them are undergoing complete transformation of creating their own Meta humans. I have my own as well, which does a lot of our mundane work. Let's hear it from Gagan, in terms of how the future will shape up on content and tech in the 5G era. I believe that digital human is gonna be a boon for at least for life insurance industry and as well as other industries as well. As I had explained earlier, see life insurance is a very difficult product to sell. You have to first explain the benefits of the product to a consumer, and that takes time. It cannot happen in a 30 second video or a 60 second video even. So digital human can help the industry. So let's say if someone comes on our website, we have certain videos, we have certain content, but there's no human connect. If you have a digital human there explaining about the product, the benefits, and then taking questions and answering the queries, it's really gonna help the industry. Similarly, as Neera's mentioned, the search inverse, how we are taking help of the technology to resolve this challenge. So right now we have taken help of creative content. We are making a film where we are again showing that searching is going into a metaverse kind of an environment. We are calling it as a search inverse and that environment changes differently. That there are various situations. I'll give you one situation like he goes into the metaverse and he's in a cricket field and the players are playing cricket in a very different manner, not in a regular cricket. Similarly, next he goes to a school and then he sees kids learning in a very different manner, not through normal books or laptop or computers. You see a lot of high-tech things happening there. So the message we are trying to pass here, again, the thought here is the future is gonna be different. If you plan now, if you plan for your future now, whatever happens in the future, you will be safe. You will be financially strong because you would have planned ahead of the future. So that's the message with the help of the technology we are trying to pass through the search inverse. So searching is telling everyone that future is gonna change. You will not know what will happen 10 years down the line but prepare yourself financially now. So as he said, we have created a digital human called Kalpana which is internal to us and we use her for a lot of our workshops and keynote address and stuff like that. In fact, she was also part of one of the panel I did. There was Pepsi, Nestle, Parfetti and the fourth panelist was Kalpana. So what's your take on a digital human called Bharti? We've got one called Uttara. Oh, okay. See, I still believe that all of us on the panel have chatbots, right? A lot of you all sitting out here also have chatbots. How are you going to set it apart? What are you going to do with it is really what is going to help you take a leapfrog into the future. We did something exciting in fact in the last six months now extending the conversation from Gaga and ours is the boring category, by the way, not cement and not even jamins. So it is, you're just swamped with numbers. You are never going to be using a life insurance product. It'll be a claimant after you die who's going to be using it. So you do not know what should you buy and then everybody is throwing in their suggestions basis the amount of commission that they'll make. But ultimately, things need to be simplified for somebody who's buying it. Now, what is it that can be simplified from a 40-50 page document that eventually comes to you? We did something very recently and upon scanning a QR code is sent to you along with the apology. Upon scanning the QR, a simple two-pager opens. I'm not saying that this two-pager is also going to simplify everything out of the 50-pager but at least it'll tell you what will, what will it take for you to continue to stay invested? What are the features? And the next piece, we're not even going to be dependent on people to read those two pages. Ultimately, all of this is going to be voice translated because I don't think people have that kind of patience also or where with all to understand what these two pages also mean out of the 40 pages. So one will have to continue to simplify things and content will have to then move into that direction. No matter what you do with your chatbot, all of us have it. So already as we speak, you go to SBI Mutual Fund, there are sites which are talking to you, right? These are voice-enabled sites which are already available. You launch any BFSI application you will have video bots popping in. So no sooner with 5G coming in, all the tech stack which we're getting suppressed because of bandwidth are going to get live and digital humans are going to make inroads into those applications. They're going to make those conversations more stickier, so spot on there. Let's move on to Chandan and quickly maybe in 60 seconds. We'll try. With Chandan, it's not easy, but we'll try in 60 seconds to conclude how Baat Ghar Ki would transform in the 5G era, especially with PM Modi talking about Ghar Ghar Me 5G. It'll go to villages and stuff, right? There are 100 5G test labs which they are working on. So obviously the bandwidth issue is going to get resolved. The device penetration is going up already in rural India. Those 1500 rupee smart feature phones, no more dumb phones but smart feature phones. So how would Baat Ghar Ki as a platform evolve with technology in the 5G era? So I think as the computing power of the devices go up and the bandwidth that the telecom providers have to offer that expands, we will be able to not just deliver rich content, but I think a lot of innovation can also kick in. Just for example, right now if you look at our chatbots, most of the brands, right? You will have some caricature over there which is engaging with the audience through text or through voice, okay? Now if you look at human mind, we are wired to see patterns and recognize faces, okay? And the moment we see a face, there is, it builds familiarity, it creates a bit more confidence and we get drawn into the conversation. So I think with data, right? With technology we can create digital authors, right? Most importantly those brands which have a distinct brand asset as a character, okay? Can definitely bring alive those distinct brand assets in these conversations because it, one, reinforces the brand and it also further makes the conversation far more authentic, okay? So imagine WhatsApp chatbot where I have my distinct brand asset which is the engineer, okay? Talking to the consumer, taking queries and responding in real time, you know? Solving queries on in real time basis. Now that is what people would be looking forward for, you know? Also because the moment we disconnect ourselves from text and we move to audio and we move to conversation, there is a possibility of getting deeper into the conversation with the audience, right? Let me bring in like the point which Gagan mentioned in terms of Sachin saying, wouldn't that be misused? So let's just hear Gaurav's point of view in terms of ethics in AI, how things are going to pan out? Oh, I think that is a very important point because and for us at Hooper, that's pretty much the, you know, the cornerstone of the fundamental of whatever we believe in. I think the platform came about because of the fact that brands were using music, not just brands, but even content creators in their vlogs, in their podcasts, you know, metaverse, influencer activities, brands used to use tracks and later they used to get a takedown or a lawsuit and they used to say, what's the point in this? You know, but you're paying every influencer, you're not paying the song. So ethics is seriously important. On the platform today, we've got more than 10,000 tracks, which are songs, which are completely copyright safe. So, you know, when brands use it for a live commerce project, it's copyright safe. They use it for a digital ad, it's copyright safe. It's extremely important to sort of first do that. At the same time, we use copyright safe and not royalty free because we pay our musicians royalty. It's very important to understand that at the end of the spectrum, be a generative AI or even the kind of music you're using is a human being either who's created the music or on whose IP or, you know, whose thought process the data was trained and modeled. You know, because a lot of people forget this and think that it's machines that actually develop, but the root and the genesis came from somebody. And if today, let's say somebody plays a sitar and you know, there are 100 derivatives created out of it, there should be some royalty paid. So I think that's where the ethics come into picture and that misuse of the content should not happen. Lady there is scaring me. We have exactly 60 seconds and I would invite Pooja to round up the conversation in terms of the technology play in the 5G era for CPG. Okay, so I think everyone said it really well and I think whatever is happening is making everything accessible to the last mile and actually simplifying everything. As she was talking, I was remembering in beauty also, you know what really made beauty accessible to everyone is even L'Oreal where I work, they call it, they then started calling themselves a beauty tech company. And basically how tech actually made beauty accessible and simplified because you know, I think that's the role of technology to simplify and still connect with everyone. Beauty plus made everyone beautiful. Yes. Are you looking for a compliment? No, yeah, so I think that's what is really done and I think that's what technology is really doing, right? It's really democratizing. So for all of us who were born in a much earlier era where we saw things were very elite, access was quite limited, it's amazing to see how technology is bringing everyone accessible and also helping brands reach the last mile and I think that's what's really leading to the immense potential what we are seeing out there in India. So exciting times ahead. Absolutely. So let me just round off this panel. This was a super insightful one with perspectives from BFSI, CPG and a platform partner who is building for the future, building for the 5G era and the AI era. So with that I would just conclude and say that content has to get driven through new technology interventions and all of us as marketers will have to keep looking for newer avenues to kind of embed content and create renditions such that it penetrates basically the consumer shift which is happening, right? So it's an era which we are moving into which is going to be full of test and learn but while you test a particular technology loaded with content you need to be very sure in terms of what is the outcome you're looking at. So very sure in terms of what do you want to learn with that test and learn exercise, right? It should be a meaningful campaign which is creative and content led. With that we would call it the end. Thank you so much guys. It was fabulous interacting with you all. Thank you so much audience. Thank you.