 All right, and it's now time for our last standalone speaking session on the out-of-home opportunity a marketer's perspective and our speaker is Mr. Kaushik Prasad, General Manager, consumer marketing for India. Marketing and sales leader over 17 years of enriching experience in building brands, new product launches, delivering innovative marketing solutions and running winning sales operations, combining strategic mindset with an urgency for execution. Ladies and gentlemen, I think it's time we put our hands together to welcome Mr. Kaushik Prasad. Good evening everybody. You must excuse me, I'm suffering from flu, I may cough in between, please excuse me. A lot has been said today about out-of-home and I was fortunate to hear a large part of the discussion that happened in the panel here. I have a few thoughts to share on outdoor, okay so I guess this is what all of us are battling, right, we're all battling for attention. In fact right now I'm battling for your attention. I know you have important phone calls or text messages to respond to and I'm battling for your attention, right. This is something that all of us are doing day in and day out and as marketer that's the most important battle that we are fighting and this creature I think is the most famous creature and it says that our attention spans are less than that of a goldfish, right. So if that's what we are battling and for out-of-home I think this is the half empty glass story, you know, challenges of, you know, that is unorganized, that is lack of measurability, lack of digitization, local laws, you know, that pop in. Suddenly some part of the country will outlaw hoardings and then we'll scramble for solutions and stuff like that, right. But we still do a lot of outdoors. Why? Because the distributor likes it, deal likes it, CEO likes it and the oldest trick in the book is to actually have hoardings on the route you know your CEO will take. That's the secret every marketer knows and I've been at the wrong end of that. In our last campaign the CEO came back and he said, I didn't do it, it was not intentional, but he didn't believe me, right, I mean that's what it's got to do and because of all these challenges and like the earlier discussion the panel members were saying outdoor is almost become like an afterthought, afterthought, pardon me. The budget outlays for outdoor start looking like this, right, but quite frankly unfortunately because of all this data issue, you know, outdoor doesn't have a seat on the table. You know people invest in digital, you're investing more and more in digital and other mediums but unfortunately outdoors doesn't seem to have a seat on the table. But I believe if the greatest marketer of our times today uses outdoor, the medium works. So I have no doubts in my mind that this medium works if the greatest marketer of our times uses it, I'm sure he sees something in it. So there is discussion about the half full story, right, which is I heard some snatches of conversation in the panel that there is measurement that's starting to happen, there is some digital screens that's coming alive in parts of the country, there are conversations of hyper targeting, there are conversations of beacon and all of that, but quite frankly I think it's all slow burn, right? Because once you have all of this, yeah, good, it's happening, it's happening at its own pace, but you know what, consumers are digitally queued on, I need to invest at least one fourth of my budget in digital, now we've heard arguments like this, right? You've heard arguments that data shows, blah, blah, blah, where does outdoor fit in? You've heard arguments of this sort. I think there is an opportunity quite frankly to reimagine outdoors and it's not something new, it's been done before and many brands have done it. And I think it's important that we look at outdoors in that fashion. So what I'm saying is, actually look beyond just a logo cut out to brand cut through, look at the opportunity to tell the brand story, if reach is R, there is actually an opportunity for exponential reach, R to the power of X and that's possible. It's been done and many brands have done that. One fine example is this, right? Probably the best outdoor in the world and for people who don't know, can somebody play the video please? A lot of happy customers, I'm sure, and a lot of publicity. So that's R to the power of X, right? It's a simple outdoor and R to the power of X. So it's not difficult, it's been done. So another fine example is Pepsi Max. It uses augmented reality to tell the brand story. I'll probably skip it in the interest of time. For people who are not familiar, you can Google it up, it's a very nice one. It clocked about 10 million views and it reached little less than half a billion people. The sheer amount of publicity it got through press was about half a billion people, right? So that's not bad for one bashelter in London, that's not bad. So the point I'm trying to make is, if it was one story of a beer in the earlier world, it's an example of augmented reality in this one. Closer home, it can be, you know, it's not moving. It can be two alphabets, right? Just two alphabets. And this is something that really caught my attention. Of course, they had a very nice product to sell, which is butter chicken, of which I don't consume. I think it's important that the brand story is able to cut through, not just cut through beyond marketing press, actually go to the media beyond marketing press, reach to consumers. That's the real power of the idea, the real power of the idea in outdoor. And at one level, we can all be happy if it's featured in E4M, AFQs, adage, blah, blah, blah, and pat ourselves. But if it doesn't reach the consumers, I think we've done a pretty shoddy job, or it can be a simple dot, right? This is an example from Amsterdam, and it won a Kans. I think I have a video for that. I'm very interested in the example, or it can be a take on pop culture, right? And all of us in India are familiar with this. It's probably the longest running outdoor campaign in the country, right? It can be a take on pop culture. And the interesting thing is it's almost part of our culture today. To pick up the Hindustan times, you look for the Amul cartoon, right? And you know, somewhere in the country, there is an out of home with that particular message. Or it could be a record, right? So this is the EcoSport billboard. I think this is in Mexico or Brazil, I think. Spain, my miss. I looked it up with some 5,300 square meters, that's some 58,000 square feet. That's like one campaign for us, man, for God's sake, right? And it's in the Guinness book, right? So this picture actually is there for two reasons. One, of course, is to tell about the Guinness record breaking outdoor. And second, of course, it's a shameless plug for the Ford EcoSport. So quite frankly, with the outdoor medium and the internet, I think there is an opportunity for reach, for multiplying reach, for actually taking R to the power of X, right? So in conclusion, all I would say is actually we need to move from logo cutouts to cut through, right? There is an opportunity to tell the brand story, a real opportunity to actually do R to the power of X. And the internet and social media gives us the opportunity today. And I mean, of course, this has been told to death by many people, even the last panel. Nothing can be done without a good idea, right? At the end of the day, fundamentally, I think we need good ideas. And I think one of the comments that was made in the panel discussion was maybe the outdoor guy should be involved right up front in the briefing process, right? Yeah, if that's not being done by brand owners, I think it's a missed opportunity. With that, I would say thank you so much for your patience and listening to me. Thank you, sir. Thank you for your words. And I'll invite Mr. Suresh Balakrishna, CEO, South Asia and Middle East Kinetic India to give away the token of appreciation to Mr. Prasad. Yes, let's have a huge round of applause for Mr. Suresh Balakrishna.