 penetration of internet and today every hand has a screen but till date there are very few agencies who have started investing in integration so the integration with digital okay that is what will bring you know out of form to the next level as such and the last thing from myself what I would recommend is that from local which is you know out of form agencies are generally said here we are in local media it's time to go hyper-local now that would only happen when we integrate with digital for example like you know we have developed certain applications where in we recommend to a client that how can we use digital time out of form together and give you a hyper-local solution then only giving you a local solution as such for that so that's my thing so when I entered industry 10 years ago my dad just told me to follow Gauta like Anurag was telling so I've been triggered by Gauta and those of you who know him would know the G's that now fluent me I have this habit of adapting it to various businesses but God told me one thing that so I try it very hard that I have to stay in the market and this is actually a theme here I can't get over it and now the aim is only to grow and grow this vertical because that's that's what we know best one of the major things required to transform out of form is actually to get this appeal tasted by more of the students which are coming into the media industry unfortunately outdoors so far has been treated like a step son of media even if we look at a lot of media schools that are training children outdoor is nowhere to be seen we have a lot of digital marketing courses going around we have a lot of print television based curriculum but nothing with regards to outdoor so I was very I was very unhappy with the fact that I just wrote a mail recently to SPJD they recently coming up with a curriculum for media courses so I wrote to them that you should include the outdoor into your into your part but there was no reply but then I thought that somewhere down the line it's the industry sport that we're not looking at training new people or getting new people on board as to outdoor or how should outdoor really be sold it is not really difficult if you know it but unless and until you don't it's actually not exciting one of the major things that we can do maybe media owners can come together and do is get some curriculum on board which can actually train train new students maybe develop skills for them and out of phone segment another thing which I really would like the industry to go ahead with is I personally feel that you know whenever I travel to Mumbai I see n number of campaigns out there if I'm in Delhi and I'm traveling to Mumbai then at least three times or four times there will be a difference of number of campaigns so mr. Modi when he was elected in 2014 he he announced grandly that you know for India to prosper the government has to move out of Delhi so I honestly feel that if outdoor has to prosper then offices have to move out of Mumbai because outdoor is now more or less an ego trip for a lot of clients they just want their promoters or their management just to be showcased with between their home and offices as to yeah we're done an outdoor campaign but does it really work that way I'm not sure I'm not sure when when you're planning a television campaign year when you're planning a digital campaign or a radio campaign it happens all over India but why about outdoors why only Mumbai has outdoors which are on the streets when it comes to Delhi people actually say that Delhi metro is enough but Delhi metro is only carrying 10 to 15 percent of the total Delhi's population how can a 10 to 15 percent population carrying medium be compared to a city like Mumbai so those mindsets have to change at the clients level at agencies level also because what we see is that in a lot of cases South Delhi getting roads central Delhi that's what the plan is given and that's how it is executed but there are people living in other parts also and they are equal buyers when we talk about products like I mean FMC, GM, BULS buying or for that matter automobile these are sold all over Delhi so there is this discrepancy which one has to overcome last point which I would really like to make is that we see a lot of information mismatch and one of the primary reasons for this is that a lot of media owners so far have been very small in size they don't have the confidence to reach the client yet but as as the market scenarios are changing the industry is getting consolidated so in future we foresee that it will be a tripod communication between media owners the concessionaires media agencies as well as the clients if and when that happens I think a lot of new ideas would come on board because there are some people who are actually very highly invested in outer form and when they and we talk to clients then a huge number of ideas come so I guess in future we see more such media owners who will be cropping up in different parts of India and they'll be talking to the clients along with the media agencies or the creative agencies for that matter so that new ideas cannot come up and new memorable campaigns cannot come so I guess I'll pass on to my friend Hi good evening I'm Kanika and I'm heading marketing for repark it's great to be here and I actually thought that a lot of things that you said were very interesting and I'm guilty of a couple of them definitely guilty of competing more of our outlaw spends towards Delhi and Mumbai although that's a lot because of majority of our business and majority of our consumers reside in the top two to three cities of India but I do understand that there is a with this you know massive over investment in Delhi and Mumbai especially when it comes to outdoor and certainly because of that these cities have also become very expensive very premium from a part of you of investing and buying outdoor spaces so I do think that definitely there is a lot of scope for brands to look outside of these two metros but at the same time I also feel that there is scope you know in outdoor agencies to come up with really interesting tech tools that can help a client to kind of decide what is the best way to plan their outdoor campaigns so for example if there was a tool that could potentially marry a client's let's say a client's sales data or a client's consumer data though all the outdoor options or locations that are potentially available and then throw up an interesting matrix of what is the best way in which you know the the plan the brand can reach out to the consumers and then maybe we'll see that the outdoor plans that come up