 Technology plays a huge role and it also is critical based on the various touch points that consumers are consuming media based on their receptivity habits and to that extent technology does play a critical role and that's where every company and every marketer has to step up to the need of the moment. Media has evolved phenomenally. There are people with infinite resources who can engage consumers at every touch above the line, TV, media, digital, but there are people who are with scarce resources. To them the one with the scarce digital plays a huge role and that's where the media consumption habits also have changed so dramatically and that's where it brings an opportunity as well as a challenge in terms of which media to engage, which consumers and at what point in time. And to that extent I would genuinely believe that every consumer has far many more choices and you have to be very very choiceful in terms of which way to engage him or her. Absolutely, I mean if you don't have the right candidates throwing money down the gutter so I would definitely not do any communication where the content is not engaging the consumer. First of all, do you know your consumer? Who is your consumer? Second is what is his or her barrier and what is that you are trying to overcome and why should he listen to you? Do you have a story that engages him or her and why should he believe you? So I think it's in that order knowing the consumer and taking him to the entire path to purchase till engagement and try your content. Absolutely, I mean that's the best part of not only effectiveness but also efficiency in the cost part of it. The more engaging content is the media cost can dramatically reduce by a huge huge portion.