 Hello and welcome to each one of you on our special virtual series for the Brand Talk. There is a lot that marketers do to build their brands. They try different mediums, they try different ways from digital to TV to experiential to outdoor and a lot more. But how do you do that when you are yourself confined in four walls? When you have so many limitations, how do you ensure that the challenges you are faced with do not affect your brand? To discuss this and a lot more, we have with us today Mr. Karthi Martian, President and CMO, Kotak Mahindra Group. Welcome to the show Mr. Martian. Thank you Nazia. Pleasure to be here. Sir, these are times of crisis and first thing that I would want to understand from you is that in these days, which are the brands that you look at, you know, which inspire you other than your own, which tell you, you know, what is the way forward? If you can share some examples. Sure. I think there are many that are bound and it's really heartening to see both marketeers as well as business owners step up to the occasion, arise to the occasion as it were. I think top of mind for everyone, therefore for me as well is certainly the Tata's. I think they have always been stellar contributors to society and even in this situation, just a few stray examples of what they've been doing for example, opening up their hotel rooms to the doctors who have been serving as night and day doctors and nurses, which I think is really top notch and take the fashion and fashion brands who repurpose their manufacturing units to produce the personal protection equipment. Take perfume and alcohol brands, DRGO for example, which is repurposed its assembly line to produce sanitizers instead of alcohol at a time like this. I think examples like these are really stunning and really inspiring and what I think all of us as marketeers should take away from this is to examine what we have as resources in our firms, which potentially are spared now because it's not being consumed fully and how we can repurpose that to the ends of society at large and come up with ideas based on that and that's what I am also with my colleagues constantly on the look out for and trying to do. What was your first response when you heard of this lockdown as a marketer and also as a human being? My first response was even before the lockdown actually, coincidentally my daughter came back from the US on the 16th of March. So the night of 16th March is when I went to pick her up and because we had been reading about this on a global scale, we as a family chose to self-quarantine ourselves from that very night. So we had almost a week's advance practice on quarantine being locked down as a family. We stayed home up late. But as we were staying home and not stepping out as well, I quickly got a sense of what it's likely to be like for others when the lockdown happens. So access to essentials for example is clear but that also is for people who have access to money and not from the other. The thing that struck me first was that there are going to be lots of people who are going to be rendered incomeless on the street which are these, now we know migrant labourers and really wage labourers who are going to be rendered incomeless and they providing food to them was the first thought that occurred to me frankly and we started discussions around that in Kota. Soon thereafter of course, thanks to Uday's initiative of a personal contribution to the PF Cares Fund, we have done a number of things after that but honestly the first question we had was if when lockdown happens, what happens to the people who won't even get access to food. See yours is more like an essential services. We all care for our lives but still your banks are working, your people are going out, they are still on job. How do you inspire them? How do you keep them motivated? So I have a confession to make. I think our people are such, before I say that of course I must say that I salute medical professionals, municipal professionals as well as the police for they are really the soldiers at the frontline of this war but I'm proud to say that my colleagues in the branches particularly as well as a fair number in the back office whether it's manning the call centre, manning all the IT infrastructure, things like that. They are also I feel as good or as important and as providing as nobler service as all these people at the frontline. I'd like to share just two or three stray examples which have inspired me and my colleagues. So a young boy in Baroda, a colleague of mine, yes he might think his name is, on the 23rd of March he sat down, he sat aside, his job is to get people to open bank accounts with us. He goes door to door persuading people to open bank accounts. He said that aside of his own volition without anyone talking to him he started manufacturing washable masks and in I think as I understand it in within two or three years he produced 400 masks single-handedly and then he coaxed some of his colleagues to join him as well and that's one example. Another is a colleague of mine in Gurgaon. This was after the lockdown it started and we had also heard these stray stories about police not understanding that even banking people are essential services people in some places and are taking Lattice to them and so on. In that context he was called by his boss to say tomorrow you have to show up early morning because we have to go to one of our facilities because we have to make sure that all the salary accounts you know we have customers companies whose employee salary accounts are with us and the salaries need to be paid on time especially at a time like this in the lockdown time and he was told his boss told him I'll come and pick you up but this young gentleman decided to take the initiative he stepped out of his house looked for the first police man he could find went and told them what his task at hand was explained that if he didn't get to office then people don't get paid and the police actually very graciously gave him a ride all the way to the closest metro station from where it was a short train ride away in Gurgaon and also gave him their number to contact in case he encountered any other trouble. So you know we hear of all the negative stories because in some senses the negative is what attracts us but I must say that even the police have been doing such a fantastic job that by and large if you approach them correctly and you're in the right I don't think that they are going to be against you and my colleague proved this. Another example from my own team my marketing colleagues city after city they've been looking at these police check posts on the roads and in some places the police have managed to build little tents or whatever for themselves protection against the hot sun of April but in many places it's not there so my colleagues have gone proactively and provided what we call beach umbrellas these large umbrellas which you can put to help them in this context similarly in about 8 to 10 cities we've now gone out and distributed masks to policemen because honestly the doctors are actually our second line of defense because it's when someone is a suspect or a patient is when the doctor and the nurse come in contact. Well before that keeping all of us off the streets or when a person or area has been identified as a suspect area for a covid outbreak the police are the ones who are going first so helping them to protect themselves is equally important and I'm very happy to say that we've been able to do that in about 8 cities already and we are upping the anti on that as well. Sir these are actually very inspiring stories and I'm sure once this lockdown is over these people will get more recognition because these days there's a sense of panic everywhere. People are not even keen on finding out what are the good sides of the human the good human side that this crisis has brought in many of us out. Coming back to the fact that you are an essential service you are on you know you don't have a manufacturing unit your services are going on so is this still the right time for you to you know do advertising going out talking about your product any new campaigns that you are launching what kind of marketing tools are you doing it right now or are you keeping you know you're going slow on it. So I'll break it up into 2 or 3 pieces very quickly and I'll also start by referring to an event in some way similar to this event that we all experienced in 2016 demonetization so when demonetization happened if you remember everyone was rendered cashless overnight and in that we saw the opportunity to try to get people to get used to a new way of banking and it's not that digital or mobile banking was new then but the large sections of our society was still doing it the old fashioned way which is physical. So we took even the account opening process completely online where you could go into the app store download my app bung in your adhar and your pan details and our account was up and running it was usable from that very minute and we made a claim of under 3 minutes and we had for example our tech journalist Rajeev Makchit I remember correctly tested and he did it in less than 2 minutes actually and we saw something that we didn't even expect we saw that people from remote corners of this country where couldn't even have branches were downloading our app and were opening accounts with us and we went out and checked with them saying what's the deal we don't have a branch nearby you know that and they again like my colleagues young colleagues are ahead of me in the thinking and action on COVID our customers are also frequently ahead of us they are thinking is that if I have the app 90% of my work I can do on the app the rest which is only withdrawing cash I can do at any ATM and there are plenty of ATMs even if a Portuguese it's not around. So based on that insight and that experience at that time I think we took roughly about 100 days to from the date of the change in regulation that RBI offered where I didn't have to come and see your house and face to be able to open your account I could do it offline from that date of December 6th or 8th within 100 days before the end of March we were able to launch this even today now in today we have exactly the same situation right for the very different set of reasons my colleagues cannot and should not be knocking on doors be meeting customers physically as much as possible they have to limit themselves they outreach part of it at least and even if I knock on doors nobody's gonna open a door on me today honestly so they will open the door to Swiggy in this context it becomes all the more powerful and important for us to be able to offer the continue to offer this service and I have to tell you that in that context we are certainly advertising because we see this kind of a service in banking which is to open a new bank account for whatever reasons you may have still a valuable service so we've not discontinued that and the pace of growth is slightly slower but honestly not significantly slower what we certainly are not doing are the activities where we are marketing requires us to interface physically with customers that we should absolutely our branches are certainly open but what we've also done is we very aggressively from day one of the lockdown put out lots of video communication literally like a Netflix playlist we put out lots of video communication educating customers on how they can use all our distilled tools and our call center to be able to benefit from almost all our services remotely and we are seeing a significant uptake like all banks are How does this video conversation reaches them? Through YouTube so we put a playlist on YouTube Digital Absolutely and we are also sending emails, SNS's push notifications so all digital means only and your advertising on television remains the same or it has reduced I think same we are not on air right now frankly but I think almost any year we've typically not been on ground this time except for the year that we did launch 811 with the start of IPL so at the end of March or whatever in two years three years ago Apart from that typically this tends to be a slow period for us so it's in line with that it's not for any other reason that I think we are offering Also we are mindful that I think the time right now is one where we want to be sensitive to the health concerns of society at large and we don't want to put either our brand or its profit motive ahead of any other things so in fact a lot of our social media messaging also is around the health issue so we are for example we have driven a lot of our customers to use a very incredibly easy tool that we've built on our net banking and mobile banking to contribute to the PMCAD's fund and I'm proud to say that within the last week 10 days we've raised about 10 crores from our customers alone and all they have to do is once they go to that page enter an amount and click and that's it so no need to enter their details because we have it no need to enter the PMCAD account details because we have that too so it's literally a single field they have to enter and so people have responded as they have responded in other places as well I'm sure but people have responded to us as well but are you also planning to launch any big campaign during this period? a new campaign or something? I think there's a nuance of difference between new and big so new certainly the problem with big is we all visualise big as a mega television production which takes a few crores we shoot in exotic locations and so on that obviously is not tenable right now but we are constantly working on new things and I think you know Kotak has Kotak is actually what I like to think of as a reform baby so every step of financial reform that this country has gone through Kotak has seen it as an opportunity to do something new the latest is when demonetisation happens actually we see this event also as an opportunity and from this we also hope to be able to generate and deliver more value to our customers and therefore eventually obviously value to our shareholders and other stakeholders so we are working on some things I think it's a little early to comment on it but hopefully very soon we can connect again as yet and talk about that so there's somebody who's sent he's not given his name has sent a question for you how much of Kotak's customers have access to smartphones how do you reach to customers who have no access to smartphones? customers who have no access to smartphones can just pick up their feature phones or their landlines and call our customer contact center customer experience center as we call it now at the very least of course welcome to walk into our branches we just recommend that they don't at this time unless it is a matter of dire need as far as the question of how many of my customers have smartphones I'd say that right now my estimate is that 60 to 70% of my customers have and use their smartphones based on the number of mobile downloads I've seen and the number of usage traction we see on both mobile and net banking there's another question Mr. Ankit Jai sent my question is from brand solutions per view consumer is expecting a large negative impact on income which can make him hurve to go what kind of advertising messaging can change this mindset or should the advertising just concentrate on pockets of optimism I think it's a little early to be sure that there will be a large negative impact on income we've seen the risk of this come and go in multiple threats of the sessions we've had over the last three or four years and none of them have actually played out this time of course may be different and in that case the question will be certainly a valid and important one I would say that again if we are to be in the service of the customer then we shouldn't be the ones looking to spend more when she can't what we should actually be doing is looking for low cost solutions which will meet her needs in a meaningful way and for us to be able to make money from that as well and that's where I think large sections of brands and manufacturers should be focusing their attention we're getting lots of questions I have another question from Mr. Vinith Haluwalea would you like to comment on real estate in the times of Covid how much should the brand push on marketing and sales Vinith if I answer any question right you're asking whether real estate brand should push on marketing well I think not my business and I'm not an expert at all but right now may not be the best time yeah but I have to spend some time thinking about the problem to answer off the cuff like this is irresponsible of me that's my disclaimer but I would say that if I were a real estate brand I would pause on marketing and advertising right now what I would actually do to gain share of mind is for example if I have a ready facility if I have a building which is ready and unoccupied I'd see if I can repurpose that to for example house hospital beds create mind share among people who can think better of me in better times because we know that many sections of the builder community tend to have poor brand image because of a variety of reasons this may be a way to build brand image in a meaningful way and in service of society right now we have so this gentleman wants to know with individuals starting to losing with individuals losing jobs one might now not be able to pay their EMIs do you think that the moratorium announced by the government is beneficial and will it be extended for people who have lost jobs this is again asking you to comment on something that government has done I think the government has been thoughtful in some ways to be of service to people in need or in dire straits right now let me give an example way back when from Kotak Kotak used to be very big continuous to be in the commercial equipment business so trucks and tractors and so on and at a point in time we saw that truck operators came to us saying that we are unable to pay our EMIs during the rains because our trucks don't operate if the rains nobody is moving goods up and down so this was I think at least 25 years ago and Kotak and I wasn't even there then so when I say we it's very fly on the wheel but Kotak came up with a solution where they gave them an EMI already for those three months exactly like this moratorium idea and said pay your EMI over the balance nine months when you have income we perfectly understand your problem and we came up with a creative solution for that I think as time passes if we continue to see challenges around incomes and therefore challenges around payment and so on and so forth the government as well as banks will have to come up with creative strategies to solve these problems and they will I think the challenge really will be when we see mal intent when people who are perfectly capable of paying but use excuses like these to not pay or evade or postpone that will hurt society at large because those few bad eggs will end up giving a bad name to all the honest ones who are perfectly willing to pay as soon as they are able also so we have to be mindful of that actually Sandesh V.I. wants to know how does home loan approval or dispersal happens in this lockdown it's a very good question Sandesh and I must confess I don't know the answer I'm happy to ask my colleagues and get back to you now we have a question from Mr Rajiv Malik we've been marketing Mahindra trucks and bus a lot of the sales process in automotive normally happens experientially, face to face all the on ground activation won't happen now how can marketing step in to fill the gap and make the entire process of lead generations and nurturing the leads to conclusion without face to face contact road shows events so we're seeing green shoots of examples of this already in many places just the fact that you know let me say we've all had Skype and Microsoft teams and Google Hangouts and Zoom for so long yet suddenly out of the blue Zoom has become the thing it's not like all of us couldn't work remotely before but we had a cultural mindset challenge because of which we didn't so I would submit to you my friend from Mahindra that we can see this opportunity as one that challenges us to say let's do this only for example I've seen a lot of great work even from you guys on demonstrating your vehicles in 3D and so on and so forth on the mobile also you just have to accelerate that and tune that up now and because customers hopefully are sitting at home and have some spare time at least the time that they're spared from their commute they are at home maybe they can use that and you can also connect with them and give them a virtual experience and in the lack of anything else maybe they will use that as a good enough experience to be able to make the decision to pick your brand instead of the competitors Mr. Alok Jalan wants to know what's the quotas view about the crisis it's longevity and social impact how are you guys looking at financial year 2021 this is not in my meeting but I'll quote from what Uday said very early on during the crisis he said that we and by we he means the world is in uncharted waters right now if anyone is able to confidently predict how we are going to come out of this when and how the world is going to look after this I think they're smoking something that you and I should also get a share what I certainly feel is that there is some risk for every colleague of mine from marketing who's on this chat there is some risk that we may have to retool and re-skill ourselves very quickly and we should use this time actually you know Americans are very used to having done multiple kinds of jobs there have been carpenters and authors and teachers and lecturers and politicians and what not as a stereotype we Indians particularly the educated ones tend to be far more, shall I say, monotonous in our career choices I for example have been an advertising slash marketing for pretty much the bulk of my life if I lost my job I have no idea what I would do idea how to become a teller for example it's very hard so I think re-skilling ourselves and using this time to say you know I've always dreamt of trying to do that other thing this is the chance for us and that's something at least that I can predict that we should be preparing for because we don't know what's going to happen to the job market when we go forward and don't get me wrong I'm not a doomsayer I'm not suggesting we're all going to lose our job that's not my point but I think because we have all experienced this thing and because employers have also experienced this thing like TCS has said for example that they've already realized that they can work with only about 25% of their workers being physically in their facilities 75% can work at home and they'll improve productivity by 25% from that so they'll go to 125 when they do that it's not that the jobs are being lost but certainly the way we work is changing for India particularly a lot of IT people in the US already work like this but we are not used to it yet and if that kind of changes already around the corner expect other kinds of changes to happen as well and it's hard to predict what those changes will be and I think we should all be thinking about it and talking about it more and preparing in whatever way we can think best this question has also come from Manoj even I wanted to understand from you do you also think that customer behavior will also change our working styles will change a lot of things will change but do you think after this lockdown of I don't know how long will this prolong but you are expecting some change in customer behavior definitely and I think for my sector a lot of it will be positive because I think they will go much more aggressively digital they'll be comfortable with digital a lot more so we will probably tune down on our physical presences as a sector Kotak already is one of the leanest physically present we have physical outlets much smaller than many of our market cap peers so that's something I think will happen we will see out on whether customers will suddenly become frugal or will they start spending again at normal or above normal levels and Mahesh Murthy for example wrote a piece in LinkedIn yesterday or today I think where he predicts that customers will start becoming more frugal and they will stop being seduced by brands who are persuading customers that if they buy X perfume and Y handbag and Z jacket they are going to be more attractive and they will get more meaningful in their purchases I think actually for those with the money the opposite is going to happen it's my hypothesis that events like this which produce a lot of grief and anxiety when the release happens I think we as human beings will tend to solve for those vacuums that have been created by the grief by becoming hedonist more hedonist we will consume more aggressively it's like a hungry mac to celebrate it not to celebrate for a few days at least you want to feel good about ourselves and the easiest way to feel good about ourselves is to pamper ourselves how do you pamper yourself you wear a fancy watch you keep looking at it you feel good about yourself I am not saying it's a good thing I hope Mahesh is right and I am wrong honestly but I suspect that luxury brands will actually thrive post covid for these reasons which are close to the human condition Richa Goba has an interesting question what banking products do you believe are going to be important for customers post covid 19 the ones that we wanted them to think of as important all this time which is digital so that we can have fewer physical interfaces save all that money provide more efficient and economical products to consumers so mobile banking as an example and everything that mobile banking encompasses which is honestly 90 to 95% of everything you need from a bank today a lot of people come to the bank physically in large measure out of habit or out of a misplaced fear that mobile pey kaam nahi hoga kuch gargad hoga kahi tautak jaiga I don't have a human being to be able to resort to and say see I asked you what happened to this etc etc but I think a lot of those fears have been proven to be misplaced for quite some time now in covid it is I think very well established so I am confident that people will actually take to mobile banking much more easily in the future than they did before covid Jagrutisha wants to know how does the bank aim at jumping back after the virus settles down how will it gain back the mind share of customers what is immediate strategy to get going I am not sure we have lost mind share because particularly because people are staying at home and they are consuming a lot of goods and services which are being delivered to their doorstep the interaction with payment tools is actually heightened for example and pardon the stereotyping I don't mean to be gendered in this but I am just giving it as a generalized example in households where the woman was at home the homemaker and the man was at work all the shopping or interactions that happened at the doorstep were all handled by the homemaker previously today because the man is at home all too frequently offering the door and he is paying and because of that he is experiencing much more closely and viscerally those multiple micro payment opportunities and interactions and when he is doing that if he wants to shrug off that responsibility he is educating the homemaker who previously may not have taken to mobile payments so he is readily now he is holding hands and saying let's do this all the way down to the milkman is now willing and ready to accept a digital payment previously not necessarily so so in all these ways I think honestly I think money, let me not say banking but money is mind share has not disappeared whatsoever also because like we are discussing here people are worried that incomes are going to shrink and so on and so forth so I don't think banking brands mind share is the problem what are we slow on we are possibly slow on for example home loans because I don't know how those deals are getting done when everyone is at home the builder is at home the buyer is at home the banker is at home I don't know how those deals are getting done which I confessed to earlier but those sectors once the lockdown is over obviously we will come back and we will come back in an organic fashion I think Jagratthi I don't know if there is a better answer I can provide so next couple of questions if I can sum them up for you they are basically asking you if media planning choices will change this crisis so I looked at spending behavior of my customers just this morning pre-COVID and post-COVID and one of the standout items on which they are spending their money right now is DTH we have seen DTH payments go up by a full 40% pre-COVID to post-COVID so people seem to be watching more TV more traditional television if I were to use that as a metric because they are paying for more TV that they weren't paying for before so it's not just OTT it's also TV so to the frequently this is the sitting duck that TV is going to go away and all OTT is going to take away all their lunch I think we are far from that because it's like all incremental media only becomes incremental we expand our consumption habits to accommodate more media we don't actually give up any media completely just like people don't give up branches completely even though everything can be done on the mobile they still come to branches they still never open a bank account with a bank whose branch they can't see near their house or their office in the same way so I think media choices will also work in tandem with that I'd like to talk about something else in this context all of us have received from some friend or well-wisher a pdf copy of a bunch of newspapers every morning which is the full newspaper all these newspapers were already online we could always go to their website or their app and read these two suddenly pdf's have been floating all over the place I suspect that it's the publishers who don't want us to lose the habit of the physical newspaper but giving us the facsimile of that a version of that inside our phones but that pdf on a phone screen is impossible to read frankly so I am a little confused about the purpose of that my suspicion is that it's to help us not forget the habit that this is what a newspaper looks like again to the point of whether we will continue to advertise the newspapers Kota frankly has not been a big advertiser historically so I don't think because of covid we are going to change that behaviour Dilkush Khandelwal from Vadva group my question is banking is the backbone of any economy and post covid 19 major issue in front of India is economic crisis the sphere has already started hunting every family now how would banking industry address this issue to overcome the sphere any point of view so my colleague Nilesh Shah from our mutual fund actually you should look him up and he's got a couple of videos and write up and so on he is very confident that for India it's a three to six month journey to a full recovery and I am going to bet on his prediction on this because he's turned out to be right about many things in the past as well so from that lens I would say people will be somewhat fearful there will be some jobs lost there will be some income shrunk for sure but there is a very good chance India will actually bounce back much faster and much better and again to quote from much more learned friends that I have there is a very good chance that much of what is happening in the world today may all play into India's hands too give India a leg up so on the back of this humanitarian crisis once everybody recovers on the world stage India may actually have a better hand to play and in many ways for example the fact that oil is so cheap now may play into India's economic future and we may actually see a huge resurgence in positivity economically as well so that's what I would like to hope for to forward to So you were talking about change in consumer behaviour more and more people will move to digital so I've got a couple of questions where people want to know how will this eventually mean golden period for e-commerce companies I think definitely yes once you go into the habit it's very hard to undo so long as it's as convenient or more convenient as cheap or cheaper as delightful or more delightful an event like this is going to give people an opportunity to switch their habit it's like I have this model where think of a wristwatch once upon a time the wristwatch's purpose was to tell time it was a function today that purpose is completely lost yet all owned wristwatches because it's an ornament and I think that is what happens so we will move all our functional behaviour online and we may still go shopping physically but that shopping will be for entertainment it will be to give ourselves a good time it will be literally for that outing and so we will move more and more of the functional activities online and the offline will be literally for relaxation, entertainment taking the family out things like that and so we may do the window shopping and what they call showrooming now much more and what will happen to the stores then I don't know that's a tough question and they'll have to answer that between themselves and the commercial real estate companies they'll have to figure it out but that's what I suspect will surely happen so e-commerce yes it's a big uptick for them for sure Sir a location wants to know how secure is mobile banking in India as we listen regularly about banking frauds 99% of frauds happen because you have been made a fool of and you reveal something into the fraudster which you shouldn't have what we call social engineering you are conned into clicking a link you shouldn't or you are conned into literally telling someone your OTP your CVV your card number, your bank account number things like that 99% of frauds happen because of that the tools themselves are incredibly secure so if I tell you my password and you enter my password into my app and you take away all my money who's to blame it's not the app it's me I have been stupid about this so frankly I think all banking apps by and large are incredibly well made and well designed for security it is human behavior which has to change and that is of course the hardest thing to do because we are by and large surprisingly trusting and gullible and that is the core of the problem even the bank moratorium thing that you referred to earlier which the government offered there are scamsters who have used even that they are calling people up and saying we are calling from the bank to give you your moratorium you will get an OTP please give it to us that OTP is giving them access to the same bank accounts or credit cards or whatever and they are cleaning out your accounts so scamsters are always going to be ahead of the game and that's unfortunate you reported many such cases or just a few just a few honestly but that few to become many doesn't take very long because again and there's no awareness I mean I'm hearing it for the first time the entire thing has just happened so scamsters are so creative that every single day single day they are looking for ways to do this and human beings are because they are so trusting every single day more and more human beings are falling for it so that's the real risk it's a human risk it's not the technology Richa wants to know with digital banking becomes with digital banking becomes the new normal for almost all of us do you think there is a very thin line now between banks and fintech companies how are banks planning to maintain their positioning in people's mind yes you're right Richa that risk is certainly alive and I don't know necessarily if maintaining a difference compared to fintech companies is the real challenge I think we will have to embrace just like let me find an example let's say just like a brand like Raymond's cannot think of Minthra or Jabang as a digital apparel tech company we have to think of them as competitor brands we also think of fintech companies as competitor brands what we know so far based on our study and understanding is that consumers tend to trust their large amounts of money with institutions that they see as trustworthy which have the benefit of age behind them they have the benefit of solid balance sheets great reportage about the quality of management and stability and so on and so forth and it's not that fintechs don't have it today but 20 years from now they will have it of course so Kotak is now 35 year old brand so when a fintech is 35 years old it should logically be as trustworthy as a Kotak how many fintechs will last that long is the only real question but some will for sure just like there was an NBFC meltdown in the 90s late 90s and Kotak was one of less than 10 entities that survived that there will be less than 3 or 4 fintechs which will survive 20 years down the line but they will be as serious of financial brand as Kotak is so we will treat them with the same respect that we will treat RPS and proper banking today I want to take up we are very short on time but I really want to take this last question from Saloni Arora she wants to know how rural consumers will change in the current scenario what will be the new normal for rural marketing according to you so the good news is again we have seen time after time that the most starved constituency is of great products and services the faster they are to adopt newer ways of doing it so India has deep frog many things digitally for example even compared to America our banking technology is far superior to anything in America even today and we know this in some places even about hospitals people are saying the same things that we are ahead of the curve Rural India because they don't have the benefit of large numbers of branches and ATMs they actually are well poised to take the digital leap even ahead of people in the cities because they took to Flipkart and Amazon the smaller towns and cities if not rural at least at least smaller towns and cities took to Flipkart and Amazon much faster than the big cities did because you and I can walk down to the mall and we like it those guys don't have a mall to walk down to so if they want the great brands that we have access to they have to buy it I think the same will happen to you yeah before we close I have a question for you how has this crisis evolved you as a person as in these are very unusual times I doubt you've been locked in your house for this long ever before how has this changed you as a professional as well as a person as a professional I think it has made me much more empathetic of my colleagues and respectful of them I just yesterday one of my colleagues texted me and said that people are scared of me I was trying to host I hosted one Zoom call with all my colleagues in marketing which is about 100 colleagues across the country and I found that people weren't discussing their lives they were only discussing work so offline I asked one or two colleagues what's the deal why aren't we let our hair down and they told me that they are scared of me I was a little surprised by that but also gave me pause to think about what about my behaviors are scaring them what I can change about that on the personal side I have reduced my consumption of carbs dramatically so lunch and dinner there is some alternative to wheat or rice that I am trying to consume as my contribution to my health and I have never been in the kitchen all my life I have now started making breakfast for the full family big step for me I don't think it will move to lunch or dinner frankly because breakfast is only a smoothie so I put a bunch of fruits in a mixie and get it out and give it to them but it is something actually it has really changed many of us in a lot of ways and I am glad that you are taking care of your health because that is also a very important aspect many of us are trying but we are not as successful as you are so I still have many questions to go maybe we will have to request Priyanka to arrange another session with you someday because we will not be able to take all these questions we are almost we are just left with two minutes so before I say close this I want to tell all of you to join us on 23rd April Thursday 3.30pm to 4.15pm on Facebook live with our next session of Brand Talk we will have it with Mr. Tarun Naroda CEO Zidus Wellness Mr. Mashin you also please take out some time and join us there anything that you would like to any piece of advice that you would want to give to all of you as well as your colleagues and juniors before we wind up so I don't think I am all on advice frankly I am always hungry for ideas so if anybody has ideas on how people like us which is financial services providers can deploy their resources which are to spare in our case it is mostly people because we have little else apart from people we don't have hotel rooms to give away we don't have factories where we make something unfortunately we have people and I have to just say that some of my people have been ahead of the curve so in Indore for example some of my colleagues have reached out to their customers who are analytic customers and said if you have aging parents in the city who you are concerned about then please tell us and we will take medicines and food and so on so ideas like that or even different ideas if you guys have ideas please reach out to me directly or if Nazia can enable that in some way because we need to be more and more contribute us to this cause and this crisis than benefit us from it and that's the only advice I can give all of you as well see how you can help look for ways you can help while staying safe of course it is actually the time to be human first and help as many people as we can while we stay safe in our own home or we take precautions when we step out thank you so much Mr.Marshan for joining us and thank you to all the people who are sending me questions sorry for the questions that we couldn't take up we will definitely try and get Mr.Marshan again sometime soon and finish most of the questions thank you again I will try I will try if that is possible I will check with the technical team thank you so much I think we have finished it exactly on time thanks Mr.Marshan thanks