 She did a great job of waking y'all up. I'll make sure y'all go back to sleep. So I need some help. How do I change the slides? Is this it? Yeah? Okay. So when I was asked to, actually, what I'm going to do today is, I'm just going to share a few slides. I think there is a lot of conversation that I keep hearing just a little bit about myself. Before I started spring in 2019, I spent about 16 years at Lintas. I last served as the Chairman and Chief Creative Officer of Lowe Lintas. I was fortunate enough to have worked with brands from Unilever to Google, to Flipkart, to launching Hotstar in India. So it's just been very, very fortunate my journey. I've seen this debate play out for many, many years and this whole thing of with the advent of digital, this constant chatter about, okay, is this relevant? Is this going away? Is this what's going to happen to television advertising? So I'm just going to present a point of view, which kind of factors in some practical stuff. So I think everybody talks about the future of 30-seconders. In my view, it's actually 20-seconders now. I don't know how many of you, and which parts of the media business you all stem from, but all the conversation in the room now, especially if you're talking about advertising on television is, is all about saying, okay, listen, 30-seconders have gotten too expensive. We have to find a way to get to 20, 15, and then of course the Facebooks of the world come and say, 15, six-seconders is what works, and then they put out seven-minute ad films for themselves, which is quite contradictory. So I think it is 20-seconders, but the bigger, the real question for me, that this is not about duration. We keep discussing duration. For me, it's about the relevance. The relevance of, does the 20-seconder, 30-seconder matter in a digital first world? Actually, this is the question which at least I keep introspecting on, and a lot of times I have realized that, yes, it is relevant. We are in a digital first world, but it's not like the 20-seconder, 30-seconder has left the room. It's not like it's completely relevant because so many people spending so many dollars, it can't be without effect. So I wanna just walk you all through this, through my learnings, through this brand called WakeFit. I don't know how many of y'all are aware of this brand. It's a Bangalore-based startup which we've been working with for the last four years, and it was a small company when we began working with them. This was back in Jan 2019. We had just opened our doors. WakeFit was one of the first brands that we interacted with. There were just two founders. They had been through multiple startups, and then they had, and some of them failed, and then they began this small little company where they came and told us that, listen, we just make some mattresses, and then we sell them online. And then when we kind of started spending time with them, and there is this great brand in the UK, it's called Casper, they had modeled themselves on Casper, and it's fascinating. I don't know how, does anybody use any WakeFit product at home? Just one, two, and three. And how many people are aware of the brand? That's a sizable amount. Now, that is very reassuring because it's only about four or five months since the company has spent any money on television. Everything the company has done has only been on the digital platform. And given the room, it is very reassuring to know that. So actually when we started work with them, one of the biggest things we did was we told, we realized that they're not just a mattress company, but they're actually a sleep solutions company. And the purpose of the company became, how can we bring sleep into the consciousness and conversations of people? Now, there is context to this. We are obviously living in a world where Netflix comes and says, sleep is my enemy. Our honorable Prime Minister, actually in interviews has said that how little he sleeps. And obviously the country is very inspired by him and obviously we think that sleeping is overrated. But here is a brand that is selling mattresses, takes a higher ground and decides to bring sleep into the consciousness and conversations of people because on one hand, we say too much sleep is not good. On the other hand, we've had enough instances of people, very healthy people who have lost their lives. And a lot of times, the reason given is that there wasn't enough sleep in their life. So this is the dichotomy that existed and the brand decided to bring sleep into the consciousness and conversations of people. And this is a brand like I said, in its four and a half years of existence, it's been the last five months when it's gone on television. Everything else has been through content. And we've managed to generate word of mouth, educate, build knowledge, always on content, right? There have been, we've created about 600 pieces of content for this brand alone. And I'm gonna take you all through some of it. But before that, I think what's important in this digital world according to us is that you don't just simply create content, brands have to behave like content creators. Like, you know, there is a, every content creator kind of has an understanding of her or his style, what connects with people and then generates content from there. It's not very, it's not very different for brands. Brands have to do the same thing. And this is the first piece of content that we put out. This was, this is called sleep internship. It's on its third season now. The amount of money, media money that's gone behind this in three years has been a little over a crore. That's how much money is being spent behind this. But it's generated crazy amount of word of mouth for the brand. And that's the media. We do it. Basically every year we call for entries, people send in entries, then they send in videos of why they qualify to be sleep interns. We get it. This year we got entries from about 37 countries. It's been covered in the press in television media across the world. In fact, there's a joke. There was a local television channel in the US which covered it and said that there is this mattress company from Indiana. They didn't even realize that it's a company based in India. They thought it's based in Indiana. And that kind of coverage it got. And we're on the third season, like I said, this year has been about six and a half lakh entries from 37 countries. So that's the power of content there. You can go Google it and then all this shows up. So there are the numbers. And then it leads to further content, user-generated content that gets created. So degree, civil services, wake, fit, sleep, internship. I've got people who are very famous, who have a lot of money in their life, have actually asked me saying can we also apply because it's just about sleeping, which we anyways got to do. So that's the kind of power it has. We also, as a brand, over the last four years we leverage moments. And I think that's super critical. One of the things is, as this was happening, you know, I don't know how many of you all saw Bhartan Dholiye, which was again something that went seriously viral. IKEA launched, we welcomed them with a Swedish ad in the newspaper. Omnikron, Omikron, Omikron. This COVID-19, Manus! He left the house in 2020. And he sat in fear in 2021. Last year, Bhartan Dholiye's hand slipped and this year, his face was covered in a mask. His face looks like a big deal. Life has become virtual from the real. He's been sitting at home for a year now. The relationship between blood and blood has become the surface of my wake-fit. I've been sticking to him like a Velcro. When I wake up, I can hear the sound. I've been sitting in fear for a year now. That fear. Will COVID-19 end or not? So, this was very evident at that point. This was very evident at that point. This was very evident at that point. This was very evident at that point. Shameless? The easiest party of the year. I'm just running through. I have a timer in front of me. So, I think one of the important things to think about is that you have to find ways to engage people where they are. And I think that's one thing. And not to take away. I'll come back to the point on television. I know this is about the future of 30-seconders, but I'm just talking about how you can build a digital-first brand. There was a podcast on Spotify. So, we tied up and the brand, we said, okay, we need a celebrity now. So, we said, okay, who's a sleep fluencer? So, we actually, we created Kumbhakaran, the sleep specialist. And Kumbhakaran actually has a LinkedIn page, which has a lot of followers. He's called the Cheap Sleep Officer at Wakefit. My relationship with him is very big. Because, so, my passion is very important. But the old mattress had a lullaby of sleep. After three months of sleep, I came to know that the memory phone mattress from Wakefit.co came to my house. The joke is amazing. Come on, see you tomorrow in six months. So, we won't sleep by putting people to sleep, right? So, and the point that I really want to make is that this is another initiative which happened just when COVID got over and the world was opening up. And a lot of us had gotten used to sleeping after lunch, like it's very visible here. So, a lot of us had gotten used to it. So, we actually created this movement called Dos Ed Hai Sone De Bhai, which was, which really traveled a lot. Everybody's, it got covered in the economic times, two times in the front page saying, this is what companies are doing these days. So, that's the kind of noise it created. Yet, I think all of this created awareness, but that alone didn't move the needle. I think we must acknowledge the country we live in. It is a very, very large country. Digital is making its inroads everywhere, but knowing about a brand and buying a brand are two completely different things. We can't take away from the fact that when you go on television, there is huge amount of credibility. There is huge amount of trust that does get generated and the brand got a lot of awareness and that was, it's evident in the room, about 40 people in the room knew the brand, three people have bought it and that's the point I'm trying to make is that knowing something because of its digital presence and actually acting on what you know about because of television, that's the reality of the country that we live in and at some point in time, once we had kind of exhausted the digital audience, the brand didn't have a choice but to go on television and when you're going on television, while this is the avatar of the brand in the digital medium, you have to have a compelling argument for why somebody should buy you and that's where you enter with 20 seconders. We signed up a brand ambassador and we must admit we are a country that's obsessed with cricket and film stars. We can't take away from that the kind of reach that these two mediums, I wouldn't even call film a medium but the kind of love that cricket and films generate in this country is unparalleled and finally when you want to build consideration and deep consideration within a large part of India, we believe that television is your place and that's when we went with Rashmika, we created these two spots. Madam, your wake fit orthopedic memory foam mattress is ready. Wow! Try it for 100 days. Return it if you don't like it. Refund it for 100%. Buy and try. But why? Are you fly? You'll do it in the showroom for 2 minutes. You'll cry if you bring it home. Did you hear that? Buy and try. Super boy! Try your wake fit mattress. Try it for 100 days. If you don't like it, tell me bye-bye. Order now at wakefit.co. So this kind of... It's in Telugu because it first ran in the Andhra market and then went on to run nationally. But we had to have a compelling argument because finally, and I'm sure all of you all have done this at some point in time, we all go into a mattress shop, we sit on the mattress, behave like experts for 20 seconds of bouncing on it and then say, yes, this is the one for me. We said that's not the way to buy a mattress. You actually take it home, try it for 100 days and return it if you want to. And that's the cash-on delivery equivalent of Flipkart back in the day, right? So it kind of builds trust in people that you can and it's a fabulous mattress whoever hasn't bought it should buy it. But that's the final point that I wanted to make. Wakefit's so fun. Chae and Dubai. 100 days, good. Chae and Dubai. Sorry. The learning is the world may be digital first, but that doesn't make the 22nd or second. I think long live the 22nd or if you want to create reach, if you want to go deep into this country, as of today, it still is the medium. It's just how you play out the brand on different mediums, the kind of arguments you create, the kind of creatives that you create, they differ, but it's not like one is replacing the other. That's the larger point that I wanted to make. I am over time by one minute, 29 seconds. So I assume there are no questions and you all have thoroughly enjoyed this session and you all can clap now. Thank you very much.