 Hi, we have with us Emmanuel Lupitaru, the CCO of Chail India. He's competed six months with the agency now. Tell me Emmanuel, why did you decide to take a U-turn after setting out on the entrepreneurial path with ITSA in 2012? And why did you pick Chail? I think maybe U-turn is not exactly the correct word. Maybe it's another turn of course. But U-turn is going back to what I was doing and I'll probably explain what I'm doing at Chail and then it's not exactly U-turn, it's going back to the agency, the kind of agency that I had worked in. It's a very different kind of agency. So it's not an U-turn. But yes, entrepreneurship was a lot of fun, but I was missing out on the big action, the big scale. So I thought why not give it another shot. And why did you pick Chail? I wanted to, when I see the industry, how it is shaping up, and I saw a lot of shift towards the client side. I see the Christian Porter-Bugitski director moved to Facebook and that's happening a lot in many industries. So the clients are attracting the creative talent and then setting up in housing agencies also including Pepsi, even though it happened in another kind of a story though. So the shift was happening toward the client side and that is one thing I wanted to think of. I think of joining a client and then I wanted to explore more in the tech space and I wanted something close to Gurgaon. And here was an agency which was closely working with Samsung, a tech brand and in Gurgaon. So I think that met all my, what I was looking for, what I was looking for. And there's something very interesting you've written on your LinkedIn profile, your bio. It says you first survive the copywriters who write in Queens English, then you survive those who come from the cow belt. But now is your time. Why would you say that? Nothing, I enjoyed all the three phases. But I think this time it is not about any language. It is about technology because the consumers are not interested in exactly any particular kind of language. It is about ideas which connect with them and they're in different kind of platforms and digital. And then as creative people, how do we connect with them? And language is important but not as much as it was before. So I feel now because I was, as I mentioned about English and Hindi and all, I don't, obviously I write, which I've written and won awards on even Long Copy and all. But I like pure, pure idea. It is not, it is obviously expressed in languages. I just like ideas. So I think now is the time where ideas will be even more important than just language. And what would you say are the challenges that the new age CCOs face today? I think talent more than ever before because I think that the young generation has so many options these days. So to attract them and then to retain them and keep their attention also is not easy because there are many options going on. So much happening in their head. Okay. So this year at Boa Fes probably it was chair's best ever show. Was that the plan? You know after you take over, come back, come with a bang, you know make a statement that, you know, now you were, I remember, Manoluku Thiru has arrived. Was that the plan? No, I don't think I should take all the credit for that. The fantastic team will be working on it. But yes, I think I feel agencies are also a brand. I think it's good to make a statement and then make it in style. Usually you have a very unique five-year plan. And like the government wants another term, as soon as you finish five years even before that, you plan your exit strategy. So you don't stay in an organization for more than five years at a stretch. So will Chell be any different and what is the idea behind it? Are you referring to the idea that I did in my exit? Yes. Kind of a story. That was just a lot of fun when I did that. And I think coming to Chell, I think five years is a long period. And industry, let's see how things span out and then five years is a lot to look forward to. And then let's see how things shape up. And one last question. Who amongst the new crop of CCOs is the person that you think is to watch out for? I think there's a lot of good talent outside and a lot of young people are coming up. And I wish them all the best. And I think Azaz, you learned from when in Bangalore's Mutu tour. Malan. Malan. And I think he's done some good work and he's young and I wish him all the best. Thank you so much. Thank you. Thank you.