 The FES is something that we seriously take. In fact, not just the India FES, we take the APEC FES, we take the global FES, all of them quite seriously. Because we genuinely believe as an agency, effectiveness of the creative product that we put out in the marketplace has to be evident and visible to all. And that's something that's hardwired into our culture and our DNA. For the simple reason, the client is spending lots of money behind their brands. They come to the agency for a creative solution. But clearly, the operating word is solution, right? So either there's a problem or there's an opportunity that they want to unshackle. And we work very closely with the clients, with the single-minded purpose of actually providing that solution that currently the brand is facing. We genuinely believe that for anything to be effective, it has to be creative. For anything to be creative, it has to be effective. So we don't tease out the difference between creative and effectiveness. And which is why we shy away from awards that only recognize creativity. Because if a piece of work is not evaluated in terms of what it did in the marketplace, how it affected the consumer's mind, then we don't think it's a creative solution, right? Because a creative solution at the end of the day comes at a price. The client is paying you money. And therefore, it's not about packaging. It's just our philosophy of our take on what a good creative solution should be and ought to be. Two, three things. Firstly, I think we affront a lot of energy and effort and time in understanding what is the client wanting to do. And that takes a lot of time for us. And we do that jointly with the client because we need to be aligned in terms of what is our objective. And that's a very important starting point. Once that happens and if you're aligned on what we are wanting to do, then evaluation of the solution becomes that much more easier because you know what you are referencing that against. So that's pretty much from a process point of view. It sort of takes care of that.