 Firstly, let's bring in more energy in the room. Very good morning ladies and gentlemen. Firstly could we have a warm round of applause for all of you who made it on time and let's make it grand for one another. Let's clap for one another. Come on everyone. Well ladies and gentlemen, you are at India's biggest mobile marketing conference 2022. We warmly welcome you all to ScreenAge and post the conference today we're going to be having our awards which is Madi. So we look forward to hosting you all and having a great evening ahead. Please be seated and let's kick start with our day as possible. Well ladies and gentlemen, my name is Bhavna Bhatia and I'm elated to be your host for today. Been in the communication space for over a decade plus and it's my honour to associate with a wonderful Exchange for Media Group E4M on this great event. While ScreenAge was presented to you by Exchange for Media Group that has set up in the year 2000 and today is a one-stop information platform for the entire industry news, views, analytical information, in-depth analysis of events or trends forecasting. And the heartening part for the team at Exchange for Media is that our publication has a loyal following. With the acceleration of mobile adoption not only in the foundation laid to build the future ready marketing assets but also the very definition of marketing and consumer engagement is also undergoing change. ScreenAge, ladies and gentlemen, breaks down these elements that are becoming crucial for the marketeers' everyday decision making. Before we begin our wonderful event, I'd like to heartily thank our sponsors and partners for today. Co-part by partner, Pocket, APAC's leading mobile advertising platform, Co-Gold partner, Magnite and our associate partner, BobbleAI, world's largest conversation media platform. But let's find out who they are by checking out the audio visuals. So we'll shortly get to the audio visuals during the course of the day. And I believe since all our leaders are well seated, it is time for us to start the conversations for today. Ladies and gentlemen, bringing on this forum, it's my honor to call upon none other than Dr. Anurag Bhattra Chairman and Editor-in-Chief BW Business Well and Exchange for Media to deliver the welcome address. Let's give Dr. Anurag Bhattra a warm round of applause. It's my honor and privilege to be here at the ScreenAge Awards and the ScreenAge conference that we started many, many years back. We did our first event in mobile marketing nine years back or 10 years back. And it was called something else. It was in partnership with somebody. And then they went on their own and we came on our own. So really we believed in marketing on the mobile long time back and we started an initiative in it. I want to start by welcoming our keynote speaker of the day, Mr. B. Tyagarajan, who is the MD and CEO of BlueStar. And I've had the good opportunity of knowing him personally as a human being. And I can tell you, it's always a warm feeling to meet him. And I get to learn something from him. He always knows more books than me, which is something I want to compete with anyone on. Second is definitely in his kindness and generosity. I'm not patronizing him, but I think I believe the biggest quality a leader is generosity. He or she has to be the biggest person in the room. And I always find you that in my personal interactions, which I've had the good opportunity of spending time with you online, offline, a lot of it. I also have lots of my friends in the room. I could go on taking their name. But I do want to take my friend, Karthi's name, who since the time we started 21 plus years back, has been an integral part of what we do. Always shows up for what we do. And we enjoy. And he said I've spent 16 years with a company that is a lot. So I reminded him that Mr. Tyagarajan has been with BlueStar for 24 years. This is 25 years. I know these concepts sound alien these days. But we are coming back to retro and everything. Why not in these things also? I also want to thank my team. See, I don't run E4M hands on. I spend 99% of my time in business world. But really my co-founder and partner, Naval, runs E4M. But their colleagues, I see Priyanka, who really curated this forum. And again, they know that we really respect them. And very, very, we believe that we are very lucky that we work with people like Priyanka. She's curated this. She called me 30 days back and said, oh, you know, this is my agenda. Can you give me guidance? And I'm always busy. But with her, I make time and give her time. And I give her one or two suggestions. And the passion she brings. You know, I am Michelle, curates you, you know, Michelle and, you know, our daughter is not well, she just told me, but she's there. They're very passionate about what they do. I especially called Tripti. She's worked 15 years with me and she's the publisher of a real estate magazine for the last six odd years and again, does a fantastic job. Ruheel, who's worked last 11 years with him and my only grudges, neither has he lost his hair or they have become white in spite of working with me. So I suspect he doesn't work hard, but no, he does. That's a joke. And he's the only editorial colleague who works both in E4M and BW, only out of the 326 people that we have. So really, and a lot of other colleagues, you know, there's Shraddha, who's at Priyanka to Shah, who's always on the line of fire if something goes wrong. So he's given him a bulletproof just, you know. So a lot of my colleagues, I have about 180 colleagues at E4M and about 160 colleagues at BW that really do a fab job. My colleague Kiran, I know some of you, you know, and I'm happy to know that your father is an author. Of course, I know your father because of his preeminence. I just want to say I spend a lot of time on mobile. I spend a lot of time posting on social media. I handle all my handles myself. I don't have somebody. So I know the amount of time we all spend on mobile phones. And really for marketers, business owners, business managers, mobile is extremely important because all of us spend so much time. And of course, the time went up in the last 30 months. So I let Mr. Thiah Raja and Mr. Girish Kalyan Raman, Mr. Gavin Bexton and Mr. Martian and everyone who's speaking after me to talk to you about you know, technology and the impact. But I want to say three, four philosophical things. First is, you know, I believe the quality of sleep determines everything we do. I've slept very little last night. Six hours is very little for me. I sleep nine hours, sometimes 10, but nevertheless, then eight, five days a week. And a lot of people ask me, how come I'm so high energy and that's sleep. A lot of people I work in my team, they can't sleep. So I tell them, keep your phone away in a different room in the night, which is what I do. Because what is the point of building brands? Businesses, if you're not going to have health, so I am on a big health trip because I have neglected it for many years. And sleeping well is a very important part of it. I've posed a lot about sleep. I follow Matthew Walker and, you know, sleep is the most important thing. If you sleep well, you'll eat well, you'll be mindful. You'll take the right decisions. You'll be kinder to people. You'll make more money. You'll have better relationships in, you know, of course, I'll come to mobile marketing. Second, you know, we live, I sent a lovely article from the Wall Street Journal to Mr. Thyagarajan yesterday and I read it. Couple of people sent it to me, but I'd read it already. You know, the article says, is the age of social media coming to an end? I mean, it's a question, but clearly there's a decline in social media and it goes on. It's a Wall Street Journal article. You can read it. All media products are good. It doesn't matter who it is. Life is about abundance. It's not about we're not going to take anything away from there. Third thing, I think that two things that matter after COVID, though it's not being there for last seven and a half, eight months. One is being kind to yourself and others. And second is your focus on health and immunity. I think I consume a lot more about health community as content and so on and so forth, because I'm very interested. I've lost weight, Karthi recommended, but I have a bigger role. Goal to lose weight and be really healthy. I am healthy, but I can be healthier. So I want to say that while we do all these things, I want to bring these top of mind focusing on mobile marketing. I think there are about 15, 16 things that are happening in mobile marketing. I'll spend very short time on that. And I want to say that I know that the last six odd months in some way was a winter of investing in some way, and hence for startups, for brands, they also invested a little lesser money than was expected in marketing, in brand building, in mobile marketing also as a subset. But I think it's a winter, even in the winter, just to give you a data point, because I also run business already totally. In the winter of investing this year from Jan to June, you don't have data point on July. We had almost 50 million dollars invested in startups in the winter. It was less than 5 billion in last Jan to June. So even in winter, India is doing spectacularly good. Imagine what will happen in the spring. So you've got to outspend, build your brand's businesses to be able to capitalize on that spring. That is not far off, literally and metaphorically speaking. So I just want to say that now coming to mobile marketing, one is there is the rise of video content in everything we do, whether you're a publisher, whether you're a creator, whether you're a business owner, you're a brand owner. So clearly video content and video mobile marketing is the biggest focus for marketers and more and more money is going in creating content and doing video content marketing. Across the globe, TikTok still is strong. Of course, India was the biggest market outside China. But in U.S., it's got some traction and lots of markets. So TikTok marketing or short form video content marketing, because TikTok is no longer in India. There are other apps that took over, including Reels from IGE, which was launched first in India and taken to the world. So clearly short form video as a subset of video marketing continues to grow. The biggest advantage which we've been talking for a decade on mobile phone is content personalization. It has started to happen thanks to the power of AI, thanks to the power of technology, commerce. I think we all have become too used to ordering books, food, tickets on mobile e-commerce. Today's social e-commerce or mobile e-commerce is the fastest growing segment in e-commerce and possibly the most effective ROI. Again, Karthi, through his work in the financial services last 16 years and generally in FMCG brands, or the last 30 odd years can guide you. Really, chatbots have become a part of how we interact with the community. How do we interact with brands? And there are businesses, and I'll talk about a business that in some way we discovered in business world. The partners with us in the forum also is Bobble.ai. How they're using conversational marketing, the power of emojis, the power of chatbots, beyond chatbots. Voice search. Today, all of us, I've had a bad voice for last 30 days. I don't rest. My doctor advised me rest. You know, I should and I will rest more, but really we've got too used to voice search, voice communication on our phone. Voice search is another very important area where personalization and voice search are coming together. We've been again talking at least for the last six years of augmented reality for the first time with the number of VR sets growing. They're becoming part of our small home offices in a deep way. In some cases, young adults in our homes and in our offices using the power of AR for personal content and getting used to AR in a big way is leading to AR marketing in a deep way in the mobile marketing contest. 5G, it may seem like a simple thing. Geo launching through 5G, other players launching 5G. I think 5G optimization will change the way and expand the way mobile marketing works. Gaming. Now, most of us know that, you know, I grew up on playing Tetris, you know, the most basic game. I don't know what it is, but that's how I got introduced to gaming. And really, but gaming on the mobile phone and marketing through embedding in gaming is growing and it's growing because the gaming industry is going through boom in the media and entertainment space, which I'm a student of for the last 22, 3 years, the fastest growing segment is gaming. It will become a very big part of media and entertainment space. So really, mobile marketing and entertainment gaming is the way forward in a deep way. Clearly, we've heard about the power of WhatsApp, the power of messaging apps for businesses, especially for SMEs, especially for building communities, especially for enabling commerce. Finally, WhatsApp communities and generally, such other communities, messaging apps, WhatsApp is one, there are other messaging apps, there are messaging tools like GupShop and, you know, there are many, some are preeminent. Again, the last 30 months made the power of live streaming really real. There's no event which does not have live streaming or is not at least hybrid. I mean, I'm, I all of us appreciate the power of meeting in a room, shaking a hand, having a cup of tea, coffee, so on and so forth, but live streaming on your phone is your way to the world, whether it's a concert or a conference or an internal office meeting. The influencer and user-generated content is seeing a lot of shake-up in the last 12 months, I may say. Over the last six years, influencer and user-generated content saw up in multiple kinds of players at every segment. I think there is more consolidation happening there. The quality of influencers and their quality user-generated content and responsible user-generated content, I want to use. There is a friend of mine in the audience, won't take his name, but he is one of my FB, so I see him, very dear friend of mine. He was joking about the fridge. You know, I don't have to tell you about it. So I sensitized him today when I met him. I wanted to call him saying, don't joke about the fridge. It's not something you should be joking about. It's really, really offensive. I mean, so really responsibility when it comes to user-generated content is becoming very important. What is the purpose of the influencer is very important in a deep way. Omni-channel offers of which mobile has become a very important part. Today, when you sell an AC to consumer and B2B, B2C, I think the offers are coming through the mobile and we're really availing of them. Native advertising has been there the last 12 years, 13 years in a deep way. But I think the spends on native advertising are just quadrupling in the last 30 months. Location-based advertising, which the mobile enables in a deep way. We've been talking about it for six years, but all these in the last 10 months have really they've doubled up in 10 months and they may quadruple in the next 12 months. Is what is growing? I can only say that mobile marketing has come off edge. And though it seems like we just started doing mobile marketing, mobile marketing is becoming larger and larger. I want to say that the every year we come out in exchange for media with our mobile marketing spends report. I don't want to give that away today just now, but you'll see that the mobile marketing spends continue to grow astronomically. They're really multiplying very fast. And this is an era where marketers are going to brand building and not just focusing on ROI and you know, because they realize that if you need to bring customers and bring down the cost of acquisition for startup businesses and for all large brands, they need to focus on more relationship, traditional brand-based advertising and not just transactional, tactical ROI based advertising and mobile is seeing that shift. I don't want to steal the thunder from Mr. Thalraj and Mr. Martian's speech. So I lift stick to just outlining these, but over the next eight hours, you'll have leaders, doers, people who really are exploiting the power of mobile marketing, giving you examples, test cases and sharing their insights at six p.m. We have our screenage awards again. We do all our work through jury and we are very proud of how we do our awards and it's in the segment that we are in. It's important to encourage people. We will have the awards at six o'clock in this room and we'll assemble here at 5.55. We'll take a 20 minute break between the screenage, conference and the screenage awards. I wish you well. I like you wish you a day of learnings, insights and connections. May you spend time on the mobile phone, but may you be more present. In the conference and meet people because you can always spend more time with your mobile phone when you're back home. Thank you. God bless you. Thank you so much, Dr. Anurag Bhattra. Well, ladies and gentlemen, with this, as you rightly acknowledged the presence of some of our leaders who are present amongst us. And I believe the personality who's going to be joining us next is it's always an honor to have him join us on stage. And of course, the wisdom he imparts on the platform is of immense value. So ladies and gentlemen, on the next topic, which is building brands in the times of mobile revolution. We are joined by somebody who's got more than three decades of experience having worked for firms like L&T, BPL and Voltars prior to joining BlueStar. He's somebody who plays an active role in affairs of various industry forums and, of course, is currently the president of the refrigeration and air conditioning manufacturing association. So ladies and gentlemen, with a warm round of applause, it's my honor to now welcome on the forum on the dais. None other than the managing director, BlueStar, Mr. B. Piyagarajan. How are you, sir? Dr. Bhattra, ladies and gentlemen, a very good morning. And I joined Dr. Bhattra in welcoming you to the screen age fifth edition. It's a pleasure and privilege to address here. I also thank Dr. Bhattra for your most generous introduction. I must tell you that on the contrary, whenever I meet Dr. Bhattra, I walk away with something new and something precious. I also wish to compliment the exchange for media team led in this particular case by Priyanka and their colleagues. You can go through any of the events that I've attended. It is amazing that Dr. Bhattra and his team are able to get to who is who in the industry and the rich combination of speakers on varied subjects. I haven't seen in many other events. And also, we are talking about building brands. Dr. Bhattra himself is an icon, how within a short period in front of my own eyes and eyes of many of you have built an amazing brand called Exchange for Media and several publications in what I call it as the most competitive and the chaotic industry. I will begin by talking about what is in store for us in the country. This particular conference, I thought should be, I'm, you know, there is no point in talking about my experience. I start my career in 1979. Rightly, it should be a stage that belongs to youngsters, which I'm very happy, both men and women. But I'm going to be talking about the practicing business leaders point of view on the subject. There is no denial that it is going to be India's decade. We are going to be the fastest growing economy. Of course, there will be headwinds, but it is widely agreed among the many CEOs of India Inc. and the economists that it will be India's decade going ahead. We are going to witness phenomenal growth in the coming years. And we are fortunate to be there. And about marketing, it is going to be intensely competitive as well. When I have seen throughout my career, because the market is growing, it is not that your brand will be able to get away with it. When the market is growing fast, the challenges also becomes very high. Therefore, marketing becomes a very important subject and whether the four piece of marketing is going to change. I don't think so. The the price or positioning or the place and the promotion that is not going to get divided. But in India's context, it is it is a billion consumers and there will be billion base of marketing to them. And it is going to be to distracted customers where most part of my career, I saw customers captive to you or customers were not distracted. And today we have billion consumers and distracted ones. And there should be billion base. You you are whichever is the medium it is whether it is print, television, digital, mobile, all you see so much of information being shared and how do you market in this particular environment? Now, Dr. also talked about the video in a you know, we have been evaluating a digital marketing agency invariably all the people who are doing the pitch where 90 percent of their presentation related to how they can create videos. So my worry has been and continues to be whether digital marketing is getting reduced to development and a boosting of video content. Otherwise, why almost all agencies should be claiming about their capabilities and competence to create content in the form of video. One thing is a TV commercial, which is 30 seconds may cost crore or 80 lakhs from the average, whereas in 10, 15 lakhs or even lesser costs, a digital marketing video content to getting developed and posted. Now, you also have today many categories marketing right from political parties. And I think most part of my professional career, I didn't come across real estate as an important segment spending so much of money in marketing and brand building. And ironically, it is the new generation businesses who are who are spending a lot of money, the figures of the world. The we also find even when we grew up when we studied or when we practiced marketing, we all felt that building a brand will is a big job. It takes five years at least or at least a decade for someone to build a credible brand. That theory is also demolished. That how will you explain Vivo, these kinds of brands getting created in a very short span of time. The I will come to one of the researchers that we had undertaken it threw up quite a bit of questions about marketing itself. I will list them, but then I will talk about what could be possibly done. The very first one is what many call specifically Ajith Ranade talks about it a lot. The economics, what I call as the WhatsApp University. The amount of information, misinformation being spread through and the opinions being generated, often not regulated. And the the credibility it enjoys for people to believe and the instantaneous forwarding to someone else and numerous WhatsApp groups. The role of WhatsApp University itself. It is why do we believe them as authentic? And I don't think we even check whether it is authentic or not. The second important thing is about the empowerment of consumers as well as the market years, the specifically the mobile platform and the social media in quite a few digital platforms are allowing the consumers as the empowered individuals, market years as the empowered ones. And I think the growth is related to this because we all like ourselves to be the end part. Over the years, I have been witnessing the the disability or the dislike for larger contents, small bites are the ones which is very important for building the brands. And the study revealed that everyone is looking for or likeability is more when the content is small. Over the years, we also found that the consumer inside the money that is being spent for gathering consumer insights. The thumb rule we used to use, I'm talking about till around 15 years ago, where the 20% of the total brand spend will be diverted towards or invested for gathering consumer insights. It's not being done so. The India Inc. is not investing that kind of money for consumer insights. And I think the growth of mobile marketing and quite a few other, when I refer to mobile marketing and include to quite a few other platforms, that is solving the problem to some extent or a large extent, even quite a few cases. Now, equally, the important thing is the thumb rule that we all used as youngsters where that 15% of the total spend is spent for understanding the impact of the advertising. When the advertising marketing costs went up, like the consumer insights spent where drastically got reduced, gathering information about the impact of the advertising also got reduced. The marketers were interested in putting more money into advertising or promotion. Now, the mobile marketing helps in at least getting measurement in a credible way, not to ignore the fact that we are living in an era where we are questioning the data itself. I'm not getting into that debate, whether it is the television ratings or the viewership circulation, so on and so forth. But the biggest, biggest issue is connected with the myths that are going around. Number one is the digital marketing is cheaper. I do not subscribe to that view. It is, it may be effective focus, but I don't think it is cheaper, but the view that is building up and wrongly promoted is it is the cheapest way of building the brands, where quite a few MSMEs and the startups get misguided. But the mother of all problems is whether brand building is taking place or sales and the tactical advertising is taking place. Unfortunately, brands are not getting built. And even the people who are realizing it are thinking that I can build the brand through tactical ways, that is the belief. Now, we know very well that marketing focus companies deliver consistent results over a long period of time than the sales oriented ones. This can be established, but why do the advertising is reduced to tactical or the lead generation sales or it's given a new word, performance advertising. But the fact of the matter is brands are not getting built. Equally, the thing is connected with the e-commerce as well. I am not sure whether e-commerce is helping one to build a brand and we can be lectured about it that it is indeed so. And often I come across, I suppose my e-commerce channel partners are not here. It will work against the brand is my view quite often. That is what is really happening. That is it is reduced to price, price, price. That's where it is. How do you correct it? To that extent, the article Dr. Bhattra shared with me is a welcome relief that at least I don't believe entirely in the article published by the Wall Street Journal. I don't think it will end. Equally, we know the Western media often hypes it up to the other extreme and it is downfall to this other extreme of that it is the end of it. I don't think so somewhere it may slow down, but I don't think social media will die. It is here to stay. The fact of the matter is that whether people will learn to build brands consciously and divide their spends between tactical advertising and the brand building advertising. In an era where we are going to witness phenomenal amount of growth and therefore I mentioned billion consumers, billion ways of marketing to these distracted consumers. You also have the challenge of India connecting with the global value chain and right now even a company like Blue Star has been struggling to get the marketing activity going on for those international markets. People were exporting in the past so it was easy for companies to be finding consumers. It was in the B2B space but if India has to play a very large role you need the international marketing itself and we know very well a brand that is doing well in one country need not to be doing well in some other country. How do you end up building brands in global markets? So there is a huge talent shortage. Equally the talent shortage is even in the signs of brand building that I am not discouraging any one of you. On the contrary I think you all have a very huge opportunities or your children have huge opportunities. When I passed out that the top ranking students as spared to be in marketing or advertising industry I don't think today that is the case and I pray that it changes. So there are two sectors where we have a problem manufacturing huge talent shortage and marketing huge talent shortage in manufacturing there is a shortage of a different kind as well as that we don't get women leaders at all because for many years India didn't invest in manufacturing and the manufacturing was taken as a job meant for men. So you have one problem there in marketing advertising the industry was not able to attract talent for many years but there is going to be huge opportunity ahead. Now coming to this particular conference we Dr. Bhattra talked about the power of mobile marketing and the data shows that the smartphone users across the world is around 6.6 billion that is 83% of the world population is using a mobile phone is only going to grow further and three countries China, India and United States we are happy that India is figuring there with the highest number of smartphone users and in India alone it is already 0.9 billion it will become 1 billion smartphone users by 2025 or 2026 and 75% of the digital media revenue is contributed by the mobile devices and several innovations which Dr. Bhattra listed in what all it is happening. The estimate shows the advertising spend will reach around 77% in the mobile devices that is 77% of the digital advertising expenses are going to be there and it is estimated that it will be close to around Rs. 28,000 crore to reach around 78% of the total spend by the end of 2023 and we saw the things such as mobile commerce contextual advertising so on and so forth being talked about now one of the things which also I would like to add to what Dr. Bhattra stated is the mobile wallets itself that is also an important thing to keep in mind when we talk about the subject so I conclude by saying so that it is an exciting time for us now and it is going to be India decade marketing environment which will be far more challenging than when it was not India's decade because there will be brands there will be many others from across the globe entering Indian market we have a situation where tactical or the performance marketing took the stage it is time to focus on building brands mobile phone will continue to be a very dominant medium it is part and parcel of our life and for brand building it will become an important device if marketers are told that you can't build brand without digital it goes one more step to say that without mobile marketing you can't build the brands and the talent shortage is huge it should get resolved it opens up huge opportunities and when you keep mobile commerce as an important element I think the marketers are as of now ignoring the power of ONDC I think ONDC is going to be a very powerful arsenal for the marketers the government of India has done a phenomenal amount of job and I think it is going to be a revolution that is happening that is going to happen in e-commerce through ONDC platform and as you can see from the program list there are experts and I don't think there will be a conference of this nature which will be put together covering each aspect of mobile marketing I wish you all the best and I wish also the participants for the awards and congratulate them in advance thank you very much Mr. Thyagarajan if you could request you to please join us back on stage we'd like to have the moment to felicitate you so if you could have you join us back and ladies and gentlemen to felicitate if you could have Gavin Buxton the managing director Asia Magni joining us let's give him a warm round of applause as he joins us on stage well Gavin specially travelled from Singapore and I hope Indian hospitality is treating you well today Gavin thank you so much thank you well this is India's leading mobile marketing awards and I feel a conference of awards and I feel that we should get the hashtag in place with all our tweets so our hashtag is hashtag screen age as one word all you got to do is keep sharing in tweeting or sharing your experiential shareings on any social media platform well with this it's getting only and only better as knowledge is something which empowers us and next up the brand joining us is going to be somebody who has empowered a lot of households ladies and gentlemen making mobile technologies work for brands is the segment we're venturing into next the leader joining us has worked across three continents and 25 plus markets leading the baby care business in various regional design and business delivery roles over the past decade at Procter & Gamble a brand of course we all associate with I've had the honour of hosting a few of their shows at an early stage of my career ladies and gentlemen with a very warm round of applause let's welcome the vice president and brand operations leader Indian subcontinent Procter & Gamble none other than Mr Girish Kalyanaraman I think I need a clicker for the slides and so on is there one? just give me a second as I try to figure this out no worries so first up it's a pleasure to be here thank you so much everybody for I'll probably take the mic alright good morning everybody thank you for having me over exchange for media group it's a pleasure to be here and it's even better to not have to ask the questions of am I audible or am I on mute or apologize for it and all of that it's great to be here in person and a deep respect Mr. Thiyagarajan for the phenomenal insights and the thought provoking comments that you had on brand building as a passionate brand builder myself I resonate with a lot of what you said on building brands versus driving tactical sales and we at Procter & Gamble are fully committed as you know to building brands and we hope to share a few of those learnings as well today in our chat so briefly about myself my name is Girish I've been with PNG for the last almost 16 years now I try to fix the slides yeah that's who I am so that's me I passed out of IIM I'm the Baad in 2007 and PNG is the only company I worked for that's my wife Divya who works with Netflix and that's our son Shreyas who was about 10 years old and that little thing is a movie that I had a chance to co-produce it's on Amazon Prime and that's a YouTube channel that I run on the weekends which talks about cinema and passion for cinema from the olden times as you can see I've had a chance to experience a variety of assignments in PNG within India as well as a few abroad I had an opportunity to work on our diaper brand called Pampers at the time that we were launching it into India and I did that role also I had a chance to work on our sanitary napkins brand Whisper so did that for a few years as well a decade ago then had a chance to work on a few more businesses across APAC and Middle East and Africa and I've been back in India leading brand operations for the past couple of years here in India again honour and privilege to be part of the group of speakers here and to be with you all today and I hope to share a few thoughts on how we can enable technology work harder for brand building as a brand builder myself and sort of also seek help on how we can make that do even better alright so just to get started on a lighter note I'm here to reflect a little bit on change and all that's changed and focus on how technology has really changed the way we brand builders do our work that was me a few years ago when I was super proud of the Blackberry phones that the office gave me and it was a really cool thing back then and sharing Blackberry pins and if somebody gave you the Blackberry pin that was the moment of pride so I was that generation and on the right is not far into the future I think this half of this is already a reality today we are probably watching 10 times the amount of advertising that we used to watch a decade ago and that in itself is a question to ask when it comes to Mr. Tyakdajan's point on building brands we were subject to let's say X amount of ads a decade ago and today that number is probably 10 times therefore as a brand builder what does it take to create quality advertising what does it take as a brand builder to cut through the clutter and reach the right consumer and the right manner these are all thought provoking questions to ponder for us in the industry a few numbers back it up I think these slides may be a couple of weeks old so these numbers may already be outdated by the time that we are talking today but largely the point is that digital adoption is no longer the future we are already here and it's already here and now and this has already been basically driven by a combination of factors the fact that India has the lowest cost smartphones in the world or close to that the fact that India by far has the lowest data costs in the world and the adoption that came with that and we all know COVID pushed us forward many years as we skipped and accelerated on the path of digital adoption I'm convinced that as 5G gets bigger and gets wider adoption this is only going to accelerate but the larger point is this is a trend that is here to stay and grow unlike Dalgona coffee or whatever which came and went and we don't know what that is anymore what doesn't change though are some of the fundamentals of brand building we at PNG keep saying this often and I think we should keep saying this often that what really sets as a part or what really matters as a business leader is really deep understanding of consumers we believe at PNG and we keep saying consumer is boss and we truly truly mean that what has changed in some ways for the better is the ability to understand consumers even better than what it was a decade ago when I started in the company a consumer would be defined as male 30 years old lives in the top 6 metros in the country and that's kind of the basis for then media targeting how we serve that consumer with the right advertising and fast forward to today we're able to get a much deeper and much granular understanding of that consumer looking at the person's shopping behaviors looking at the person's media consumption habits durable ownership I know this person is a parent of a newborn owns a washing machine has her own car reads ABC articles online purchases these kind of products online so all these give her a much deeper and much more granular understanding of that consumer which should hopefully then lead to the right advertising going to the right consumer at the right receptive moments and that's a kind of a win-win for all parties involved in this so what I want to do in the next 10 minutes or so is to just share a few examples of how we try and bring that alive at P&G starting with the brand that's closest to my heart which is Pampers which I had the opportunity to work on for more than a decade it may seem pretty intuitive now it may seem like there is no rocket science in any of this and there is no rocket science in any of this so that we're all on the same page but we did operate very differently even as recently as five six years ago right now what was the way in which we advertised to our diaper brand to people who had babies a five six years ago we would say I want to reach female 25 to 35 living in the top cities in India blah blah blah and reach her on television that's how we define the job to be done and that's how all of our media dollars were invested now it's no again it's no surprise that 9 out of 10 people who are watching television probably don't have a baby in a diaperable age group right so that's just millions and millions of media dollars that are reaching consumers who basically give us no revenue or any short term returns whatsoever so it took a smart brand manager and P&G to come and ask the question on can we leverage technology to make this sharper and to make this better and today where we've moved to is a place where we say I want to reach parents a few years ago it used to be I want to reach moms I think now we wall to a much better place in society and we say I want to reach parents and we say I want to go and understand leveraging technology and leveraging signals that I get from across my first party data as well as our technology partners how do I go spend all of my media investments on a baby diaper brand only with people who have kids in that age group and I think it's a big shift for us to make and that's helped us essentially do a lot more with a lot less investment so it's not about cutting investments or it's not about pulling back money or saving on costs it's really about making investments work harder and using common sense to arrive at some of these simple things that now look intuitive but five years ago we didn't even think that this was possible for us to do so that's one example of what we feel very very proud of on putting the consumer at the center and leveraging technology to essentially make business outcomes better with the consumer in mind the other example I want to talk about is another brand that we have which is a very similar one I also had the opportunity to work on which is mvpore room fresheners and car fresheners it's a smaller business but it's a very very interesting potential business here again we use the term all digital brand builders or digital marketers use the term the era of spray and pray is no longer is all behind us we need to go targeted and all of that I think this brand was truly a brand where you sprayed all over the room all around the car again it took us a very simple question of if we sell a car freshener should we not know if the person receiving the piece of advertising owns a car or not that's a very very basic question that we need to ask it sounds intuitive again today but again a few years ago we were saying we need to reach male consumers in top metros in the 25 to 40 age group or whatever it is and again the data came back and told us that less than 30% of these people own the car and that's a massive waste of media investment it's the wrong product to be talking to these consumers about therefore again now leveraging technology first party data and our technology partners we're able to move that number from a 30% hit rate to about an 85% hit rate so I know that when I'm talking about a car freshener the consumer who's viewing that advertising actually has a car and actually owns a car huge change in the way we operate brand building but again I think a good example of making technology work with the business question at the center with the consumer at the center now again and I believe that this is a trend that you know we need to continue to be careful about on making sure that the decisions are made with consumers at the center and consumer questions and consumer logic at the center it's very very easy I feel to get seduced by the technology possibilities out there that there could be a lot of nice to do and kind of fancy so-called things that we could be working on but it's important to keep the consumer at the center on this one. The third one is a more recent example that I had a chance to visit a few villages you know in upcountry Uttar Pradesh as recently as two weeks back and it's mind-blowing when you see it with your own eyes how digital has really really transformed the way consumers live in rural India as we speak today right the numbers are there for you to read but what I'm interested in is the pictures that you see on the right these are actually phones of consumers in rural India that I had a chance to just have a look at as I was talking to them about their daily lives and their media consumption behaviors and so on. Consumers spend anywhere between 4 to 5 hours per day on their phones it's crazy when you think about it this would be nowhere near the reality 5-6 years ago and it's mind-blowing what that has done to digital out of 15 consumers I met you know three of them had a television at home every single one that I met had a phone and these are the kind of apps that you see on consumers phones in rural India as we speak today I mean even Netflix is there my wife is thrilled but even the most expensive of apps is sitting there on phones in rural India and that therefore obviously has changed the way we approach brand building with the rural consumer rural consumers were always kind of treated as I design everything for urban India I put it on TV and TV spills over into rural India as well and then kind of I get a lot of reach and it's efficient and I reach the rural consumer I think this kind of is thought provoking because it puts a lot of questions in our head on how do you start designing for the rural consumer how do you start you know reaching that rural consumer specifically via digital via mobile which is where they're spending more time versus spending on TV and gives rise to a new paradigm of brand building that's possible now because technology allows us to do that what we've done is obviously working with all of these partners to try and reach the rural consumer with the right messaging leveraging technology what we also try to do on a few of our brands is one other extremely important stakeholder for the rural consumer which is the shopkeeper in that village so what we're trying to do and we're learning on this one and all of us learn along the way we're trying to basically try and drive conversations at the store between the consumer and the shopkeeper that could eventually lead to conversion and trial for Procter & Gamble products across categories and we've seen some early encouraging signs on what this has allowed us to do as well and this is leveraging simple phones simple conversations calls between the retailer and consumer and all of those but exciting possibilities as I said which technology is made possible for us what I want to leave as I go forward on this one is a few thought starters on how we see technology really helping us as we go forward on this journey a few things that we are keen to learn more on and pilot and learn our way through would be one around hyperlocal right now we keep saying Mumbai is a pot boiler of cultures and it's cosmopolitan and so many different people coexist in the city and so on so it's obviously time to start asking questions on does everybody in Mumbai receive the same advertising the consumer in Bandra should they be looking at different advertising versus the consumer in Andheri versus the consumer in I don't know where ever so those are questions that I think are logical next steps on this journey of personalization I do want to leave one pet pee on this one on personalization I am a Tamil guy who grew up in Chennai and I can speak Hindi a little bit but I am comfortable in Tamil and English I see Marathi advertising all the time on YouTube and I open YouTube here in Mumbai and it's just mind blowing that where we are having been through decades of learning and growing I still see advertising in a language that I don't really know and those are I think questions that all of us should sort of push for to say how can we essentially target and reach consumers in ways that they are more comfortable with right the other one on personalization is really also about reaching consumers again leveraging what we know about that consumer so room freshener product there could be many different reasons why your house is not smelling great right maybe you have a pet at home and you know the pets come with their the things that they do at home so do you have different communication for different cohorts of consumers all under a big brand idea to the point of brand building one big idea but essentially targeting different consumers in different ways is another one that I think would be very very useful and important going forward for us as brand builders and the last one on my asks is as many technology partners come to us and offer solutions to us as png my ask would be to really look at the problems to be solved as business problems you know verses to put technology ahead of the business problem to be solved right I look at at least in my simple and I look at the option opportunities as either we try and reach more consumers or reach new consumers we try and drive significantly stronger effectiveness with consumers in terms of outcomes in terms of brand recall in terms of conversions whatever be the measures or we try and get significantly more efficient in how we spend our money right it's one of these three that will really make a big difference in brand building outcomes for us right so how can we start with that construct and then approach later on into how technology helps us solve for these problems right so that would be my ask to all technology partners out there on how you can make yourself significantly faster and move faster in the png the world and I'm not representing png I'm probably speaking for all brand building organizations as I say this I just want to leave with a couple of you know examples on how technology has helped us as png serve the communities that we live in as well at png we believe that it's our responsibility to be a force for good and we believe that as we drive more growth we are also able to translate that into driving into doing more good for the communities that we live in and the two examples that I share here are you know both things that I've been a part of and I've had a privilege to work on and I'm really really proud of one is our program that we've been running for close to 20 years called png shiksh which is about education for the underprivileged and the other program is a program on our sanitary napkins brand whisper which again takes you know our vision of keeping girls in school you know to the forefront and these are examples of how we've leveraged technology over the past few years to make these programs even stronger and reach a wider base of consumers so I'll just play you a couple of videos I'm not going to spend too much time talking this but over to the videos I think we need audio on these videos yeah just to give you guys a quick snapshot of the work that we do on on shiksh shiksh is a program that we've been running for about 17 18 years here at png India we reach we've sort of evolved the program over time you know we've built about 2300 schools in the country impacted more than 3.2 million kids in the last 17 to 18 years that we've been doing this recently we've basically shifted a little bit of our focus to improving learning outcomes because we realize that there may be a school but the quality of teaching the quality of infrastructure in the schools all of these are factors that going into making the learning outcomes optimal for students and therefore we've been moving and evolving this program over time and if the audio works you can also watch a short video on how technology is available in the schools and the teachers call at home in png and shiksh shiksh before we move to the second one just to close out on how technology helped us on this one right as we know we had schools closing far and wide during the pandemic and all of us were in some ways learning the ways of you know working from home in the comforts of our home and getting used to you know shirts and shorts and all of that stuff there was obviously a large set of you know students in the country for whom nothing much changed there was a lot of students in the country who did not have access to education and when schools closed you know they were really falling behind on learning outcomes what we were able to do is to take the school to their phones you know partner with various institutions were able to take schools to their phones and continue their education and now as we partner with more schools when kids are back to school I think education continues right so that was the example on shiksh I want to share with you a similar example on on on whisper if you can play the video please uniform b nahi but rose class attend karthi ho teacher attendance nahi liati but I always present hoti ho here koi blackboard nahi hai but my class chalu hai math science English bari bari hai bonata we are ready what if schools are closed is written in the world because we have mobile mobile chala is the new part of the keep girls in school mission where with mobile phones girls can keep her studies without any fees keepgirlsinschoolindia.org school subjects and periods All the information will be given to your child. Whisper Mobile Shala What if children can't go to school? Can school come to them? Here again, just to give a snapshot on this program. I'm sure many of the women in the room would probably have gone through a Whisper program back in your school when you were young. We've been doing this for over 20-25 years in the country and it's always been extremely humbling and rewarding for us as we expanded this program. We now reach millions and millions of girls in the country. Again, during the pandemic when schools shut and schools went online, we were able to quickly move this program online as well so that menstrual education was continued to be given to girls all across the country and we've received only the best feedback from the school authorities, from parents, from the kids on how this has been useful for them as they kind of also waited through the pandemic. So these are a couple of examples where I am deeply grateful and thankful to all our technology partners who were able to help us keep and raise the bar on brand-building, raise the bar on serving the communities that we live in as well. So a big thank you to all our technology partners on that. I just close with my last slide. This is something that we love saying over and over again at P&G, but we do believe in this truly that the consumer is our boss and every decision made with the consumer in the center helps us make better decisions on the business and helps us win as we go. So thank you very much for giving me the opportunity to be here today to the entire Exchange for Media team and also thank you to everybody who's listening in. It's been a great pleasure. Ladies and gentlemen, let's give him a warm round of applause. That was Girish. Thank you so much for imparting great knowledge to help us facilitate. Felicitate, Mr. Girish, if I could have Mr. Alok Pandey, who's the VP Sales and Markets of Zipads to kindly join us. Mr. Pandey, do we have him in the forum right now? Yes, right there. Just got to spot you with your great smile. Ladies and gentlemen, let's give him a great round of applause as we welcome Alok. Alok, thank you so much for joining us and could we have the momentum, please? Thank you. And this is the hashtag screenage moment right here for you. Thank you so much. Start screenage. It's only getting bigger and better. Well, next up is our session on India embraces the streaming era. Well, somebody who's currently leading the growth of Magnite Asia where he focuses on helping media owners and brands win across every channel and format. With 19 years of global experience in digital advertising, he's somebody who's led for the last 10 plus years based in Asia building businesses. Ladies and gentlemen, with a warm round of applause, let's welcome back on stage the managing director Asia Magnite, Mr. Gavin Boxton. Hi, Gavin. Good morning, everyone. It's a pleasure to be here. Thank you to exchange for media for the warm introduction and for hosting us all today. And thanks to all of you for joining us for the sessions today. Let me... Okay, we're up and running. As mentioned, I'm Gavin Boxton, so I lead up Magnite for Asia, including South Asia and India. And really delighted today to share with you a first look of some research that we're actually only launching today. So this is genuinely hot and depressed to share with you all. We did an in-depth study into the digital video streaming audience in India. And we're really delighted to share that with you today. The clicker's not working. So first of all, those that are less familiar with Magnite, just a short introduction. So, Magnite, we pride ourselves on being the largest independent omnichannel supply-side platform, SSP. We partner with broadcasters and media owners to provide services, tools, and technology to best enable them to monetize their content across screens and across formats. So those formats include digital streaming, OTT and CTV, display, video, digital album, and audio. And we also partner with agencies and brands to ensure that they can best connect with brand-safed premium quality inventory. When it comes to India, we've been servicing and proud to service clients here in Mumbai and across India, across a number of years with continued growth in this area. And off the back of that, we're actually opening up our Mumbai office going into next year. We have our first person on the ground, Karnika, who's here today. And we actually have six open roles. So we're proud to be servicing partners in India and proud to be in India in the coming months and being part of the community and giving back into that. And part of that is running the research that we have done as to how we can educate and evangelize in the areas that we participate in. In diving into the study that we undertook, we partnered with Dynata as a research company globally. It has presence here in India. The study had two and a half thousand interviewers were part of it, looking to be an Indian representative audience, so the adult audience. It is focused on viewing. So focused on TV viewing, streaming, that people were connected online and categorized under the NCC as AB households in tier one, two, three and four cities. The study will be released. You can use a QR tone that's outside to download that. And it goes into the full depth of the study. Before diving into it, something that was asked of us is to clarify, okay, got a hang of it, video streaming. Video streaming represents any TV or movie content watched over the internet or through a connected device. Before I carry on, I thought before we go into our own research and to get you guys moving a little bit, I thought I'd ask of yourselves based on the definition of video streaming, if I can get people to put their hands up for their streaming at the moment for the internet, their TV content. If you could raise your hands up if you fall into this category. Watching TV content and streaming. Okay, I'd say about 60, 70% of the audience within that. Another thing to define in this is which is OTT and CTV. So up here we have the definition of video streaming, which also falls into over the top of the delivery of content. That is into any device. You can see into desktop, into mobile, into tablet, a subcategory that's important to distinguish is then connected to TV, CTV. And this is content that's delivered into your big screen at home, either for a smart TV or through a setup box or a gaming console. And a number of the providers are including Netflix as well. So six key takeaways I wanted to touch on today. Firstly, streaming is for everyone. So for our research, we're seeing that it's hit a mass audience. Secondly, streaming is preferred versus TV for the connected users that are out there. Thirdly, mobile. Obviously mobile conference is the lead device. Within that was CTV being a growth area. Adfunded is the preferred method of actually people accessing the content in terms of how they want to be able to receive it. When it comes to the ads in these environments, they're proving hugely attentive and effective in the outcomes they drive. And lastly, live streaming is becoming mainstream. That being news, sports, linear TV. So I'm going to dive into each of these over the course of the next 10 minutes. So a key highlight that was identified in the study straight out of the bat is 72% of people who live in urban areas with internet access are streamers. So pretty much back to the audience base that we saw today in the room. 72% of people are streaming. What does that represent in terms of an actual number? Well, eMog did run a research as well and our data is collaborating with this. Over 450 million internet users are streamers in India. So a significant amount. So this is where we kind of really call out that streaming has come of age and has hit scale in India. Additionally, some information about the streamers. They skew to a few key profiles that we see. Firstly, young, educated, tech savvy, generally urban, live in a household with children and highly engaged across other devices, internet devices as well. In diving into this data a little bit more, starting from the top left here and looking at the age demographic. So one of the reasons we say that streaming is for everyone, you'll see here that demographic age profile is very similar to India as a whole. So streamers are across all age brackets and within India obviously is a younger skew as well. So we're seeing that as well in the data for streamers. So 73% are falling into the 17 to 44 year old category. Gender is much in alignment with India as a whole, as is region. On a tiering basis of cities, the big metros and mini metros is where there's a higher skew of these streamer audiences. On a marital basis, 70% are married similar to India as well when you apply it to a kind of younger skew and a household size, 65% have kids younger than 18, children younger than 18 at home. Diving into the preferences of streamers. So 66% of streamers prefer watching TV services. 66% of streamers prefer watching for streaming devices versus traditional TV. So some of the reasons on this that are shown is the original variety of content is one of the reasons. The ease of seeing shows that we know in terms of picking and VOD environments when we're on Netflix or Disney hot star or others, these are picking the shows we want as far easier. And I think we're all susceptible to binge watching. So it's another reason that people are diving into streaming over traditional TV. In terms of how much people streaming this year versus last year, 75% of streamers are dreaming more than they were a year ago. Again, the content is a big part of that. There's more options against that. And some of that's around language as well. There's more options to watch in the language you prefer. Better data plans are becoming a part of that and more time. So the last two are really around mobile. In terms of those data options and having more time than we had before is really helping drive the stream of growth into the mobile side. So we're seeing huge growth already. What can we expect to see for the year ahead? Well, 66% of people have said that they're planning on streaming more in the year ahead. So this category is growing a lot already and only going to grow further. What does that mean in the amount of hours? Well, from a prospective amount of hours to streaming, it's 18.5 hours a week are being consumed through streamers. So a significant amount of time. But that's not to say they're not spending time elsewhere. They're very cross-media consumption-led. So linear TV is still a big part of what they're doing. User-generated content, social networking, they're all clocking up about 16 hours each. Overall video consumption across all these areas is accounting to 66 hours a week. But streaming taking a big part of that. Going into a little bit more depth of detail around the content that's being consumed. On the left here is the actual types of shows that are being consumed. So comedy through the action romance are a big part of the core categories. I touched on language before and it was brought up before in terms of language of shows and language of ads. Streaming is giving the choice to watch the shows that you want to watch and not just being forced to watch through linear. So it's seeing a broad spread of the languages coming through there with the rich diversity in India. But the core languages that come in the most are still on the English and Hindi side. So next key takeaway that I want to touch on is mobile is the lead streaming device. So on the right here is the devices that are being used and the amount of time being spent per week. So 88% of people are streaming on their mobile device. And watching up to nine hours a week. So this is to be expected as we touched on before, the reduction in data plans, watching what you want when you want on the go is being a big influence into the amount of time people are spending on mobile with streaming today. From a perspective of CTV is a great area. We're actually seeing 63% of streamers are watching on CTV. A big factor of this is smart TVs with the likes of Samsung, Xiaomi. As people are upgrading their TV sets, we're starting to see more streaming taking place at home and up to eight hours per week within this environment. Set-top boxes and consoles are a driver of that as well. Something that does come up when it comes to streaming. I think especially from the US, where we also do a lot of business, is that when it came to mobile streaming, people kind of had a perception that in CTV it's a bigger and better experience and then for advertising, is it going to be the same when it comes to mobile? We asked this question actually off the back of other markets where we've run the study for brands and for agencies. What's the perception of the experience for people when they're on mobile versus in the big screen CTV? You can see here on smartphones, 88% of people are saying it's a good or very good experience versus 87% in smart TV or standard TV. From a consumer or viewer perspective, you're watching at home with your earphones in place up or you're watching back with the screen further away. The perspective is pretty much the same. If anything, when you're on your own, you're less interrupted. We're seeing that that experience in smartphones is just as good as what people perceive on the big screen as well. Something to take note for advertisers when they're considering this. In terms of when it comes to CTV, as has been done in traditional, it's also worth calling out that it is a shared experience when it is on the big screen. We're seeing that people are still sharing that with their partners, with their children when they're consuming on CTV. This is something for consideration in CTV when we look at it on a digital level. We look at it one by one, but there's actually probably a multiplier that could be applied here. We've seen streaming is grown. It's only going to get bigger. A key area of that is how are people planning on consuming it? How are they consuming it today? The question here is what's your preference in terms of that value exchange of how you're going to receive that content? 41% of people are calling out that they prefer free, which is ad-funded. There's no cost to them. 39% of people are looking at an ad-like option. They're open to spending some money on a subscription, but they'd rather that fee is reduced and they can have some advertising within it. There's only 20% of viewers in India who are actually calling out that they want ad-free experiences. The perception within viewing that people don't want ads is not the case, as we can see here. The value exchange is well understood from previous free-to-air experiences and lowering costs. People are open to ads in these environments. They, in fact, welcome them if it gives them great content to view. One of the things to call out is what's the average amount of subscriptions that people are leaning into today? The actual number on that at the moment is five. Three of those are actually free. They're completely ad-funded. One of them falls into the ad-like category, and then one of the five people are subscribing for ad-free. Some of that may be because there's not a choice yet. We know that Netflix is about to launch their ad-like option. This could actually change even further as those services come to light. An additional question we asked was, how many minutes per hour are you open to having ads for the hour of content? This was an open question. It wasn't forced. This is self-declared. Viewers were saying, when it came to an ad-like option, they were open to 8.3 minutes of ads per hour. Additionally, if it was a free service offering, they're open to close to 11 minutes per hour. Viewers are declaring they're open to this. It's not like one minute or two minutes. Just give me enough so that I can watch the free content. There's really that understanding of a value exchange and up to 11 minutes. One thing to call out when it comes to free-to-wear is around 10 to 20 minutes per hour. There is a slight reduction of that expectation, but they're still open to ads in these environments. When it comes to advertising, another follow-up question we had with it was how receptive are viewers to advertising? How effective are they? We asked them a question, how much attention do they like to pay to ads in different environments, from streaming to social to web, and 64% fed back that their attention is highest likely in streaming. Very strong correlation to them declaring what they'd like to see in the environments where they'd like to see those ads. 76% also declared they'd pay more attention to the ads that are personalized to their lifestyles and interests. There was another question that followed this. It said 76% like ads that are also relevant to the content they watch. Back to the P&G example of having ads in the same language as the content you're viewing. People are looking for you to take notice of what you're viewing, what your interests are, and delivering ads that are relevant to you. They're very receptive to it when you do do it. The technology does exist, and we can help with that of understanding that audience, the content they're interested in to be able to deliver the best ads to them. Beyond attention, we followed the funnel of what's happening next in terms of outcomes and actions that are taken. 93% of respondents that watch streaming ads have taken an action off the back of that. Only 3% have declared they haven't done anything off the back of watching a streaming ad. So huge output in terms of the actions taken. The top 3 actions there, searched online, visited a website, read reviews. Something to bear in mind, especially with mobiles, ensuring there's call to actions to drive that response. Obviously, you can click in the streaming mobile environment, so you can use that to your advantage. Even when it comes to CTV, you can use QR codes to try and navigate that connection with the viewer. 33% have actually gone on and made a purchase. So as much as attentiveness, that funnel to purchase is very much taking place. The last area that we wanted to call out on the key takeaways was live streaming. It came up in some of the topics earlier as well. When it comes to live streaming, that being live linear, live news, live sports, it's always been a huge area in many countries, especially in India with the live sports side of things. 86% of streamers prefer to go into the live streaming environments rather than the traditional TV. So when it comes to these live sports, it kind of inherently works. If you're going to watch some live sports, it's a well-coupled otherwise. You're not necessarily going to be at home at the time of watching it. So being able to watch it on the go is kind of a natural place to go to. And we're seeing that streamers are very much adapting and embracing this content. I think this is an area that's kind of underutilised from advertisers to date. A lot of it is the broadcast feed coming into these environments without necessarily being targeted advertising yet. But we see this as a huge growth area. We see this in other markets. And specifically in India with sports and news, we see this as a big opportunity ahead for broadcasters and for advertisers to connect with audiences. So that comes back to the key takeaways for today. As touched on, we're really excited to share this study. There is an in-depth study behind it. Please do use the QR codes that's outside or come and speak to us. But we're seeing huge growth in streaming overall. It is very much reaching all of the population segments in India with that skewed to younger, tech-savvy, urban audiences taking place. Streaming is their preference over watching traditional TV. And we see that this is only likely to continue as people get more connected in India. Mobile is the lead device within that. So it's another area of mobile marketing that can be best be utilised and engaging with audiences. Adfunded is the preference in that. And we see that continuing to grow, especially as global providers are opening up AdLight options. Streaming ads are showing that they're effective from the top of the funnel in building brands to actually driving the response as well. And live streaming is becoming a mainstream area for consideration. With that, I'd like to thank you for your time. It's been a delight to share this with you. Please do connect with me while I'm here to QR code into LinkedIn or my email. I'm really looking forward to spending the rest of the day hearing from other people as well. Thank you. So with this firstly, thank you so much Gavin on that. If I could have Mr. Karthi Martian, the president and CMO of Kotec Mahindra Group to kindly join us and help us to felicitate. Ladies and gentlemen, our personality deserves a warm and a big round of applause. Thank you so much Karthi for joining us on this. And it's an honor to have you to felicitate Gavin. Gavin, thank you so much. And it's been a pleasure having you. Thank you. So with this, ladies and gentlemen, as the stage is getting revamped, we're looking at starting with our first panel discussion. It is about India embracing the streaming era. Of course, first I'd like to just introduce our panelists and then we'll get them one by one once the stage is ready. We have the CEO of MD India, Anish Ayer. We've got the head of demand, Asia Magnite Priyanka Bajaj. We've got the category manager, marketing Kellogg's India, Ankit Tiwari. And of course the session chair is going to be the senior editor exchange for media and business world, Rohel Amin. So with this, of course, we're going to be starting with our panel discussion once the stage is ready. But till then I'd request you, if you've had any shareings, please do tweet with our simple hashtag, hashtag screenage. How many of you by show of hands were present in the last year? Maddie's, if you were present in person, any of you have attended it? All right, we'll need more people to have join us again in our next edition. So I'm sure you would have remembered from our last year's show that it has been a very energetic and exuberant show. And as we have the stage ready, right in the center, please. Okay, with this, it is my honour with a warm round of applause. First up to call upon Anisha Ayer CEO, OMD India. Let's give Anisha a warm, warm round of applause. Thank you so much. Anisha, how are you doing today? Great to have you to join us and we're looking forward to a great conversation. Ladies and gentlemen, let's give a warm round of applause to Anisha Ayer CEO, OMD India. Joining Anisha, it's an honour to have the head of demand, Asia Magnite, the exuberant Priyanka Bajaj joining us. Let's give Priyanka a warm round of applause whilst as we welcome her. Priyanka, welcome to screenage and it's great to have you. Well, to give more perspective on the panel, we're elated to have the category manager marketing Kellogg's India, ladies and gentlemen, Mr. Ankit Tiwari. Do we have Ankit in the forum right now? I think we can just have the team to coordinate on this. And with this, let's complete the panel and of course, no panel is complete without an excellent moderator and we... Sorry. We have the honour of having the senior editor exchange for media and business world, Ruhel Amin joining us. Let's give him a warm round of applause with more hoots. Thank you, Ruhel, for joining us and Ruhel, we'll just check where's Mr. Tiwari and we'll get back to you. Would you like to take on Mai Mai for the time being? Sorry, the energy carries here. So thank you. I'll wait for Ankit to join us. He's here. We just had a conversation. He will be joining us shortly. But what a great day to discuss this when FIFA is streaming live and we're all watching it live. And as Gavin just before us spoke about, you know, live stream is the mainstream. I think big words and very rightly said. So our topic is the next layer of conversation to what Gavin spoke about, you know. India embraces the streaming era. As we have seen the, you know, the insights of the report, we all saw, you know, various factors that are driving this growth. And so we have a panel that has an agency view, brand view, and someone from the, you know, Meganite team who has been part of this report. So we'll try to make it more wholesome with these, you know, with this panel, with these conversations. Okay, let me start with you. I'll start with you, Anita. Anisha, I'm so sorry. What is driving people to watch content on a streaming platform and not the traditional platform? How do you decode this shift? Okay, so I think a part of that was already covered by Gavin in the earlier session. So a few things. One, I think the general variety that exists in the world of streaming is a lot better. The general sense you get is more of the same thing when you turn on television channels as compared to, you know, fairly distinct variety that you see when you're on streaming platforms. I also think the liberty of topics on content that you can take on streaming world is slightly better than television. So you can be slightly more controversial, slightly more edgy in the form of discussions or content creations that you can have on streaming platforms as compared to television. The third piece and the final piece, I think all of us in some shape or form are victims of it is the erstwhile peer pressure, right? So there's a buzz around you saying, did you watch the show? Did you catch the lingo? There are phrases moving around and things like that. So part of it is also, I think discovery is slightly more about peer pressure and friends conversations and dinner table conversations and you kind of pick up on that. So better variety for sure. The ability to be edgy in terms of at least the type of content created on streaming platform. And yeah, finally, I mean, with respect to talkability and you kind of be, you are cool when you watch certain form of content. So I think that kind of drives it. Okay. Sure. First of all, sorry for coming late. I thought I would miss the entire session. But I think to answer, they're primarily coming from digital right now. And I'll give you a bit of a framework in terms of how we are approaching the entire OTT piece. So see, in our business, OTT helps in two ways. One, in mass brands, it can help you give incremental reach, especially if your chosen media platforms are saturated. For example, sometimes in Hindi heartland, you might want to use OTT to drive some incremental reach. So I think that is one. Second, for premium brands, where you don't actually want to, you know, boil the entire ocean, I think the entire DSP works well to channel the deterministic buying and sharply target people whom you want to approach depending on their purchase behavior. So I think, yeah, digital mostly, not a lot right now, which is going in here. So luckily it is not a versus discussion. But whatever is going is broadly going in these two buckets drive reach for the mass brands and try and have sharper audiences for premium brands. Yeah, I mean, it's pretty evident from the report and all the learnings from the research that the amount of time spent within streaming is increasing. Now, being a global SSP, we definitely see surge in our dollars moving towards programmatic. And there are multiple reasons behind it. Today, if we are talking about advertisers, they are embracing programmatic and there are multiple reasons. It's because of the nimbleness, the agility, the ease of use, and obviously the data driven buys that programmatic provides. In fact, if we look at the overall spectrum, it solves a lot of traditional TV problems that advertisers have been complaining about, which is about manual workflows, lack of address ability and limited flexibility. So today, programmatic helps to solve a lot of these problems when we are talking about agility, right? An advertiser can switch on and switch off a campaign at a click. They can actually get a campaign up and running within hours time. In fact, if we look at pivoting a message at a moment's notice, that's something where programmatic really works very well. I started my career with Natrage Pencils, where the tagline was Natrage Ferset Champion. Today, if we are talking about sports, live streaming, et cetera, I think that's where exactly brands want to play, where they want to maximize those opportunities where people are spending time, they have the highest user attention, and that's what they want to maximize. If we look at publishers, programmatic provides them complete transparency in terms of reporting. They can optimize the campaign. They can actually increase budgets to reach a particular target audience, and this complete transparency and reaction to the performance is unheard of when we are talking about traditional linear TV buying. On top of that today, when we are talking about programmatic, MagNight provides a curated marketplace, which is premium, private, and again, completely transparent. It gives a lot of visibility to the brands as to where their media dollars are being spent, and they can take real-time calls, whether they want to go with, sorry for some technical terms, they want to do a PG buy or a PMP buy, all the controls it's with the advertisers. In fact, programmatic today provides a platform wherein they can reach out to multiple publishers at one go without individually signing contracts with them. So that's the beauty of programmatic, and that's where streaming is going. Nobody would be happier than me to answer this question. My whole career comes from being a digital planner. I know how hard it was to be an afterthought on a media plan to today. The good news is it is moving and it's moving fairly rapidly. At least from an OMD standpoint, my agency standpoint, we sit at 50-50 today off the split between traditional and digital media. So it's a great sign. It's a great sign to where the agency is. It's a great sign to where our brands are. The fact is consumers are there, they're spending time. ROI is incredible if you measure it properly. So there's really no question why brands, if they aren't already riding on the digital bandwagon. And obviously one of the better ways to advertise on digital is leveraging audiovisual. So therefore then OTT has a fairly right to succeed in that sense because it delivers to audiovisual messaging. So yes, in short the answer is yes and it's fantastic. Typically audiovisual assets are available for most brands and therefore using them in the digital space makes execution easy. That tends to be one of the reasons on why you will see a lot of video adoption early on for brands and it's slightly lesser when it comes to let's say display for example, because you still have to think about various asset forms. So most advertisers who embrace digital definitely do audiovisual advertising, if not all of them unless you're absolutely very very core performance oriented then it's a different business altogether but all your core advertisers or core brands, all categories are spending on audiovisual without an exception. You want me to answer specifically on experience or on content as well? Okay, so let me start with content because I think that's relatively easier to fix. Today when I move my dollars from a TV or from a traditional medium to an OTT platform, I either do it when there is a high ticket event that's happening, let's say an IPL where we've been doing advertising for the last couple of years or as I said during some incremental teach, I think the problem that we are facing as someone where brands are let's say alive or on air for about 40 weeks a year that OTT doesn't have an original always-on content and I think that's a challenge. The content that is famous is in and out, right? You have a web series that is there, you see it, you move out. The TV shows that are there are mostly are also there on TV. So I think one expectation or probably a wishful thinking that I have is that one inflection point that can come is if OTT starts having some original always-on content, which for example, someone did it with Big Boss, right? Big Boss came on TV and then they had their own digital segments, also in and out, but I think one way to make the property slightly longer. So I think that's on content. In terms of experience, see my own experience has been that because the viewer expects the viewing time to be slightly larger when he or she goes on an OTT, he's extremely particular about what he or she wants to watch. So as long as we will not make the medium slightly more interactive, I think we will have this challenge that advertising may come out as a bit of a distraction, right? You can make it easier by having a skip button, which I don't think is there and at least on most of the channels. But how do you make viewer spend some more time inside where he is not bothered about what to watch next? I think it's probably something that I would expect to happen in the streaming space, right? For example, the entire chat that happens when IPL is on, I think is a great start. At least you are spending a lot of time by doing something else and not just watching. So something like that I think would really help us find avenues to advertise rather than only do it as a pre-roll or a mid-roll. I think those would be my two pointers. So live stream is getting accelerated and we see it across the globe, right? And the acceleration is both in terms of the audiences spending time and the media investments happening. In some of the markets, advanced markets, I would say like Australia and US, we see a lot of investments happening around live spots, which is still picking up, I would say in markets like India. In fact, I would like to quote an example of Magnite's partnership with Channel 7 in Australia. So Channel 7 used Magnite as a platform to maximize the exposure of brands towards audiences involved with Tokyo Games or Olympic Games and they wanted to kind of do the moment targeting, so the gold medal moments. They wanted to use a partner and a technology, something that we call as live stream accelerator. So I mean, let's talk about FIFA right now, right? There are going to be moments where the number of consumers watching is going to increase and there has to be a technology which can support that spike in viewership. So today when we are talking about live streaming, live works very different as compared to catch-ups. In live, suddenly there are spikes and there has to be a technology which can support the DSPs, the demand side platforms, and at the same time advertise to maximize that opportunity of connecting with the audiences. It would be very interesting to see how this evolves in India with cricket obviously being at the top of sports following in India. But as per our research, we are seeing more and more live streaming happening in India number one and it's happening across categories like sports news and reality shows. Actually on FIFA, I would come in that we all were talking and I know there were a lot of issues with streaming. And I mean, let's all agree it's still in the nascent stage, right? We all need to work together to make that user experience acceptable. So live sports is a very, very big category in the streaming world. What are the opportunities for brands that you see in the Indian context? I mean, just your export, you know, inside Look, most brands that you speak to, I mean, live sports is captive audiences, it's attentive audiences. There's no question that it's an incredible space to advertise. But to Priyanka's point, I think technology needs to catch up slightly better in order for making brands slightly more comfortable, you know, to manage addressability and address that attentive viewing during live sports. So moments is an example. It could be anything. But if there is a way that, okay, let's take a step back for most advertisers that pick up high ticket item sponsorships of live sports on on ground or on television, there are a bunch of brands that still want to be associated with sports may not have deep pockets. And for them, therefore relevance becomes key. And relevance can happen in the world of digital. But if live sporting opportunities are not targetable, then the whole point is moot, then I rather advertise on television if everyone is going to watch it. So if there's technology that helps advertisers who are looking at the digital audiences, you know, that you can slice and dice slightly better than you can on mainstream television, that would bring a whole new stream of advertisers on live sports on digital, no question. So I would like to add to this point. So today, the data driven buys that programmatic provides, it basically gives access to advertisers of all sizes, whether those are global advertisers, nimble D2C advertisers, all of them today gain access to the high quality inventory, regardless of their budget. So let's take an example, there can be an advertiser who has just $2,000 to spend, there is a possibility that using programmatic as a technology, they can increase their CPMs as those specific moments, just to gain that share, as compared to probably advertisers who could not even think of getting associated with sports in the past. So programmatic opens that huge opportunity for advertisers of all sizes to be associated with sports. Completely. Yeah. Yeah. I actually touched upon it when I spoke, when I give the first answer, see the percentage investment is very less. And especially, I think CPG brands are someone who are always the legards when it comes to adoption of technology. I'll be very, very honest. It is normally led by the non probably tech or D2C brands in terms of any adoption. So low single digit is where it is today. I don't think it's a choice of choosing media right now of Royal because as I said, whenever there is a marquee event, we obviously prioritize OTT and we take out some money from digital just because we are getting this reach from doing OTT or in normal circumstances, it comes into use as the third medium after TV and the standard video platforms that you have in areas where we want to build reach. So I don't think at this stage, you really have to worry about the proliferation so much. I think what will help is as these platforms scale up, right? More and more brands will start thinking about not doing it somewhere, not putting up a dollar here and doing it here because from a pure scale and cost perspective, they are not right there, I would say, in terms of where any CPG brand would want them to have. But I think they are on the right track. Probably a couple of years down the line, we surely will see a scenario where people will start giving more preference to OTT than it is right now. For example, tech is something that OTT has developed rapidly in the last two, three years. I remember there was a point of time where you could only buy it on clicks and you had no idea where it's the same people who's watching it multiple times or is it a genuine reach that I'm getting? But with the help of tech, we are at a stage now that OTT is able to give the kind of data which you would get otherwise. So because that journey has happened in tech, I'm very sure it'll happen in other spaces as well. And at that stage, probably it will be a fair question to ask on, can we really consider OTT as the first port of investment when it comes to digital? That's what I think. Yeah. So today, if we look at the two biggest challenges, it's about creating a great ad experience and monetizing all formats. And these are the two challenges where Magnite's tools and technologies are really helping both the publishers as well as the marketers. What we are doing today are enabling different technologies. So I mean, just to name a few, SSAI, which is server side ad insertion. Basically, what it does it allows publishers to seamlessly integrate an ad slot into long form, high demand content. And it almost replicates the TV like experience. That's one way of doing it. The second way is that we make everything programmatically available. So today, we let publishers, let programmatic demand as well as the direct campaigns compete against each other to maximize the revenue and obviously increase the exposure for the brands when it comes to reaching out to the consumers. Another topic that we talked about in terms of tools and technologies is basically LSA, which is kind of like those spike moments where in the inventory certain increases and how do we basically help the DSPs to maximize those moments and make sure that we are maximizing the potential revenue against it. On the buyer side today, Magnite provides a platform which is completely transparent and provides a scalable marketplace. It lets buyers complete transparency as to where the campaigns are running. It lets buyers apply frequency capping and also creative de-duplication and ad separation. These are the different tools basically, which is overall helping to improve the ad experience. How do they measure performance against other media? How do they perceive that when it comes to making performance versus performance on other media? So, wow, I'm going to find the best way to answer this briefly. Okay, so two things. Fair, two things. I think from a media output standpoint, there are fairly well-established currencies today and benchmarks today and everyone in this room is wise enough to know what the media output KPI is that you're measuring. My personal view and I think as the collective Omnicom view also, if I may say that, is that's not enough and I don't think that adds back to an advertiser at all and, you know, I'm happy to hear your views on that. If we're not able to establish a relationship between any form of media, forget OTT, any form of media and figure out what that input does eventually to business, then we're all failing in the world of measurement. So, media output alone, measuring that and therefore optimizing it in order to get very, very efficient with zero views on what it eventually does for your business, I think is a fairly myopic and a short-sighted view and this applies to every media. I don't think the pressure of measurement is higher for OTT and lesser for somebody else. It's the same, it's media dollars getting invested on any platform as long as you deliver to business and there is sufficient information that says X input gives me Y output, life is good. So, I think, I mean, that's the simplistic version of the conversation, but yeah, some other day. Yeah, I think so. And not just environment, I think anything that they are providing, which the other channels are not able to provide, brands will come. So, one, let me give you one example, not in the environment space, but the entire DSP bit, which Priyanka talked about, which moves from a probabilistic targeting to a deterministic targeting. I think it's fabulous for all CPG brands, especially for brands that are slightly small in number and are premium. So, that's a great way for us to advertise knowing that we are actually targeting someone's buying behavior. So, that's a definite go. The other example I have is something that L'Oreal has done with Emily in Paris. There's a show in on Netflix where they've decided that we will only advertise on Emily in Paris. And I don't remember the name of the country where they've done it. And I think that is the right example of an environment curating the same environment which is there in the show and matching it to the kind of world that the brand also lives for. So, if you are able to get such venues, I'm sure brands will come. And I also agree with Anisha that, see, as long as we are only going to talk about price and media metrics, it is going to be difficult to move the needle because it's a vicious circle, scale and money. So, until and unless scale won't come, money won't come until and unless money won't get lowered down, scale won't come. So, that discussion I don't think will lead us or will lead the advertisers anywhere else. You have to tell them what is the value added benefit that you are getting by advertising on OTT, either by targeting the right audience or giving the environment in a closed loop manner that the others are not able to give because there is enough confidence in CPG brands in general that the platforms work. I think we only need to find out ways of interaction that is mutually profitable to scale it up even further. Yeah, I mean, based on the research that Gavin shared, there is a huge acceptance of ads number one on streaming channels. And in fact, the amount of attention that the users are paying to ads on a streaming platform is three X higher than say social media or other form of video advertising. That's number one. Secondly, they understand that value exchange that they are watching ads because they are getting premium content, which is acceptable. A lot of people who are watching ads are actually doing something in the sense that today because of personalization, right, people are able to relate, if we show them more and more ads related to what they're interested in, the chances of users reacting to it is high. So there is another technology which is around content transparency. So today, publishers can share content metadata with advertisers. Basically, it helps in ad content matching with the show content, which helps the advertisers to deliver more relevant ads to the ultimate users. So there are multiple reasons why consumers are kind of accepting ads on streaming media. And second, because it's personalized, the outcomes are higher. Panel, so TV format style, quick 30 second answers, Anisha, to you. Looking ahead to 2023, what does the future hold for the India streaming market? I know I'm supposed to give an agency point of view, but I won't. I think I'll give a consumer point of view. I was in Soho house recently and I met a bunch of people, believe me, as a consumer, the content explosion in this country is looking incredible. Please, for those who haven't gone there, please go talk to people. It's amazing to see the level of conviction and passion each of those creators there have, you know, in producing amazing content. So I think from a consumer's standpoint, I am super excited. It's just going to be more and more fun moving forward. Can't agree more. Streaming is going to continue in India and it's at the back of obviously massive content that is being produced locally, local content and obviously that huge appetite of consumers to consume content. That's number one. Programmatic is definitely going to drive ODTC TV activation in the market. We are definitely, even though subscriptions might be slightly going down due to say inflation or other any macroeconomic conditions, I think online TV is definitely going to edge forward. We as an industry need to come together and create those experiences basically that consumers like and obviously give a lot of confidence to brands that this is the medium to be in. And finally, hopefully brands realize that it adds a complete value in investing and streaming obviously through programmatic, which can help them get scale, makes audience's addressable, gives them ROI on everything that they are spending. Two points, Rohil. One, I think will happen and one, I hope should happen. So the first one, I think the regional OTTs will become stronger. And I think that will happen because they will start differentiating from the bigger ones on the basis of content by being really, really sharp towards a particular language. And I do have a hope that they crack this always on exclusive OTT content in their local channels. So this is that I think should happen. The second that I'm hopeful is can some OTT platform actually unlock the kids genre because it's such a big massive opportunity that somehow no one has really been able to scale up. And hence all the kid brands who have the monies are still dependent on going through the traditional ways. So I know a couple of people have tried, but it has not happened. So I'm really hoping that, especially for Kellogg's, a lot of business comes from kids brands. If that happens, I think it will also unlock an extra part of an advertiser's money. So that genre has to come about to unlock that potential. Thank you. We are out of time, but great discussion. What I could gather is that India definitely is embracing the streaming era. That's what all these points are referring to. But thanks, Anisha. Thanks Priyanka and thanks Ankit for this conversation. Thanks, Royal. Thanks everyone. Be moderated. We'd request you to please give away the mementos from our side to all our imminent speakers. Thank you so much, Anisha for joining us and being a part of our panel discussion. Thank you so much, Priyanka, for joining us on this. Thank you so much, Ankit. And with this, if I could request all of you to please step in together ahead and pose in for a group photograph. Ladies and gentlemen, for our first panel, hashtag screen age, let's give them a warm round of applause. They've been so brilliant with their knowledge today. And thank you once again for joining us on that. So I hope the discussions are only going to give you a lot more value to run your business forward, excellence in your professional endeavors, and of course, network with one another. But to take the conversation forward, and I believe that this topic is getting more interesting, we're talking about is mobile commerce the future of e-commerce? Now we have of course seen the stats being presented of the number of people owning smartphones in the world. So of course, that puts in a lot of weightage to this topic. And I'm glad and elated that this topic is being presented on this forum today. First up, it's my honor to call upon Karthi Martian, the president and chief marketing officer of Kotick Mahindra Group. Let's welcome Karthi with a warm round of applause. Karthi, it's always a pleasure to have you join us on our platform. Yes, Karthi, right in the second. Yes, thank you so much. With this, if you could have a warm round of applause for the performance marketing lead e-commerce unilever Mr. Tejas Chaudhary joining us. Thank you so much, Tejas. Next up, I'd like to have the honor of calling upon the head of marketing Motorola India, Shivam Ranjan to join us. Thank you so much, Shivam. Next up, if you could have the country manager India message bird, ladies and gentlemen, Mr. Vinay Bharatiya. Thank you so much, Vinay. With that, if I could have the head prospect and digital marketing, Aditya Billa, Sun Life Insurance, Mr. Siddesh Kirkar. Yes, right for you right there. Thank you so much, Siddesh for joining us. And to moderate and curate this entire discussion forward, it's my honor to now call upon the Chief Business Officer, Denso Creative, Hiroo Dengara to join us. So, Hiroo, a great task ahead of you. We've got a brilliant topic and of course, such great leadership on the forum today. Over to you now. Volume on our mic, please. Not yet. Allow us a moment. If you could have a mic passed, yeah, in case. Hello. Okay, this works. Great. So, hello, everyone. I'm going to start off right away. I think we are very close to lunchtime, so I get how it feels right now. Welcome. Just to get to the set of questions that I have in mind, and of course, the people that I spoke to. I think commerce over time changed where we purchased our products and mobile commerce transformed how we purchased. So, my first question is for you, Tejas. You know, mobile commerce, I think the stats say so that it contributes or it controls two-third of the global commerce market. What do you think has led to the stupendous growth of mobile commerce in India? Just to set the context, of course. Yeah, thanks for this question, Hero. I think quite relevant to set the context for the discussion. And the things I'm going to speak, everyone knows it, but it's hard hitting every time you go to this fax, right? So, I think mobile commerce, there are three factors, I think broadly speaking, which has led to a stupendous growth and all has to do with access. So, I think first is access to smartphones. I think 750 million plus in India are using smartphones. Out of it, only 200 are online shoppers, right? And almost 90% of them are mobile commerce shoppers. So, that's the numbers out there. Second is access to internet. I think last five years, everyone of us has seen how Jio has unlocked that wave to all of us. Everyone is on the internet. Everyone consumes a lot of data. So, that's the second bit. And the third is ease of payments or access to payments. I think India's invention to the world is UPI, right? So, it's made the payment so easy that everyone is comfortable transacting, which was a biggest pain point prior to the explosion. And of course, to top on all of this, I think the pandemic has really double charged this growth into like next five years. I think we can see a great growth and we have seen a lot of shoppers coming in the last two years because of unavailability of offline retail for a brief period. So, yeah. So, you do see that in HUL as well? Not like, yes, we did see that major shift in 2020 where like people are not going to a general trade shows, but in the current year, it's like people have moved back to offline retail as well, but they do have an option now and they're comfortable transacting few things online. So, while they might go for a top up to their regular purchase on general trade, but if they're planning grocery mission or like payday, like whenever they get their salaries, they might plan a bigger chunk online. So, that we are seeing a shift, but not to the extent of what smartphones or fashion has seen. So, fashion is 60% online right now, but grocery or consumer product is still 5% to 7%, but that still has scope to grow. Thanks, Tejas. Next is for you, I mean, Kotak Mahindra Bank. So, I just wanted to know as a marketer of Kotak Mahindra Bank, which is one of the repetitive banks in the country, and given the rise of mobile commerce, how as a marketer are you juggling strategies to reach audience and what are the opportunities and challenges you have come across? You can share some examples that would be true. Sure. Thank you for that, Hero. And thank you also for rescuing us from being flamed for not being a diverse panel. I realized that after we came up on stage. So, because banking has actually ironically been digital for a very long time, which people don't necessarily realize easily. In some ways, we've always been completely digital. We became, Kotak particularly became mobile first as early as 2011. Now, it's like 12 years or 11 years ago almost. But of course, we see ourselves first as enablers of commerce, enablers of mobile commerce as well, because we are essentially the payment pipe. He kindly mentioned UPI as a transformative tool, and we've embraced tools like UPI. We also saw a huge spurt happened when regulations changed from the back of demonetization, where we were able to acquire customers purely online, purely from the mobile, because all you have to do is enter your Adhaar number and your Pankard number and Bob Jarankal. You have a fully functional bank account running, which is like a three-minute process. Given those that India stack magic that happened, because of that, we are at the forefront of mobile commerce, even ourselves. We are doing that apart from being enablers to all our friends over here. We are also seeing that our ability to cross-sell or to extend more value products beyond just the bank account to our own customers. For example, on the back of our product 811, it's a basic Vanilla savings account product, which is what you can acquire in three minutes. But as soon as you acquire that, now today, just like any other mobile commerce player, we also are able to mine the rich data. We have access to your transaction data. We are able to personalize your offers to you. We know that you like Swiggy more than you like Zomato or vice versa and so on. We're able to use all of that not just for our own purposes to be able to sell you the next best product you need from our own portfolio, but also from the portfolio of our partners, where we are able to present the best deals, the best alliances, feed your habits in a really personalized manner. Girish was talking about that in some sense earlier, which is about me being able to know you, but know you in a sense that is of service to you, not know you in the sense of being like a snoop on you. So, when I'm of service to you, I think you value it and that's what we have largely leveraged and that is working gangbusters for us as well for us now. But are you seeing any challenges? Of course, there are a lot of opportunities ahead. Any challenges? As a marketer, I will say and this is something I think Mr. Tyagaraj and also alluded to, I'm seeing a huge shift of money to performance marketing and I am a huge critic of performance marketing because it is fundamentally, it is rolling our sleeves up and getting down and dirty. It does deliver business. It is efficient, but it is hurting brands and I think we're commoditizing brands the more the needle is moving towards performance. So, when the ratio is dominantly in favor of performance work, the brand is going to be commoditized and that I feel is the biggest challenge that marketers have and I am facing it too. Interesting. My next question is for you Siddish. Given the rise in mobile commerce, of course, we're all talking about it. How important has it become for a brand to invest in mobile user experience? That's one. Secondly, do you think augmented reality or immersive technologies in any way will help to fuel mobile commerce growth even further? So, one particular thing is the immense growth of e-commerce as we call it right now. It's more of e-commerce on a marketplace. So, I think it's very important for brand to help the consumer get that experience on their own brand website, which will actually boost the entire e-commerce bit because right now, whenever somebody is buying a product on a marketplace or for that matter with a BFSA category like zone aggregator, we are not owning the customer. So, we are not giving him the experience of that particular brand. So, I don't know whether he'll stay with me for the next particular purchase or not. And hence, it's important for us to give him that experience. And the thing which you just mentioned, augmented reality, these are just ways in which we can help him understand things better. We always say future is mobile. I think it's present. In the current scenario, when we are saying two-third of things are on mobile or transactions happening on mobile, why are we saying it's the future? It's currently there. Currently, the approach should always be a mobile-first kind of approach. In fact, things like gaming or in-gaming purchases. I was having a conversation with one of my friends and he just mentioned that last year, the transaction rates were somewhere around 1% of the total gaming audience which he has and that 1% has now moved up to 2.5 to 3% which you can see there's a 2x, 3x growth already happening on those numbers. So, people are moving to that particular phase where they want to transact. It's just how you want to place your brand in that particular scenario and then try to give them that experience. For me, my majority of my business comes from a B2B kind of a setup. So, for me, my end consumer is also slightly, I would say, my partner who's selling my products and services. So, we are trying to give him the best of the services, not just by helping him get the transaction online, but at the same point of time, helping him sell my product pretty well. So, whatever arms and emanations he requires to go into the market and get that particular customer for me, I think that's where we are investing more monies on and that's where I think everybody should invest their monies and try to give him that power to sell your products properly. So, overall, it's the present and if you're not doing it right now, I think it's going to be difficult for you to get anything in the future. Sure. Kathi, do you want to add something onto that to mobile user experience? I'm by the way, one of your customers as well and I use the app. Okay, first time elated. Second, I'm going to be wary. There's a customer service complaint coming, I'm sure. No, but you have my number so you should call me anytime you have a problem. So, from the customer experience point of view, I think there are things to be done. One of the problems with the fact that the customer is completely moved to mobile, which is positive because everything is a click away and I think the reason why if I would read why UPI and even something like ONDC is happening in this country is there are two actually fundamental reasons for it. One is we know that when we have to pull cash out of our wallet and hand it across to somebody, there is actually a deep physical pain we feel. So, parting with cash is very hard. The credit card companies learned very quickly that swiping a card was much easier. Now, clicking a button is the easiest thing in the world. There is no pain whatsoever. What that is going to do for this country is explode GDP on the one hand. The second reason why UPI is happening is also that now every single rupee of revenue of every single trader and seller is trackable. So, tax revenues will go up. Both these things are incredibly positive for the nation as a whole. In this, the customer is benefiting obviously also but she is also hurting. We will end up becoming a conspicuous consumption country I think in the less than 5 years to 10 years from here. Luckily for us, India is this massive time machine where there are people who have not consumed anything for the longest time. They are just getting on the consumption bandwagon. There are also people at the other extreme who look like Americans now where we buy much more than we can ever eat or much more than we can ever wear etc. So, I think there will be social fabric problems that will emerge because of this spectrum and all of us will have roles to play and responsibilities and accountability and we will have blood on our hands eventually as well. So, we'll have to watch out and I think this is something that Tangential Anurag alluded to in the morning and I want to alert us to that also. Anurag talked about sleep and one of the Dynata statistics that I noticed was that people are put together 10 hours on the mobile phone every day. Now you have to sleep 8 hours to be healthy. You have to work 8 hours to earn an honest day's wage. Where the hell is family or friends or anything else if all of that is going to the mobile? I think we are in a dangerous space and we all have to take pause also and I know the previous panel spoke a lot about how there is opportunities exploding to advertise but I also feel that as marketeers, we have a responsibility to say, hey, are we doing too much? Are we hurting more than we are helping? We are being mindful. I hear you loud and clear. We spoke at the back stage a lot about message birds and how mobile commerce is not limited to apps or marketplace but unlimited to mobile itself. Given that, how do you think and do you firstly think tier two, tier three cities are adding to the growth of mobile commerce and will continue to add in the years ahead? I feel it's already happening but do you think it will continue to have and at greater levels? That's one. Secondly, how do you think a marketer will then maneuver strategies to address the diverse consumer profile that they might have? Thank you. I'm going to take two cues from Tejas and Karthik. One is 700 million mobile phone users but 200-ish million unique commerce buyers. Second is the Quotex experience, probable customer service complaint coming down the line. If you actually look at this and if you look at tier two, tier three and even tier one or urban, if you may call it, the consumer is everywhere which means the moment you have a device, you are a consumer. We all are and that's not 200 million, that's 700 million. The shift has happened where businesses need to take their business to the customer, not the other way around. As you tell them to come where I am, which is a retail store, which is a website, which is an app. If I want to make a dinner plan in WhatsApp, today I can buy a product, consumer product and raise a customer service, take it inside a channel like WhatsApp. If I'm on Instagram and I see an ad, I can buy that product there. I think to your question of scaling, tier two, tier three, tier, yes, it's going to happen because you don't have to go in and be physically or digitally present. Customer is already present in these forums. We have to recognize that it's not one strategy that my website is going to work. Yes, it's a great platform. My app is going to work. Yes, it's a good approach, but be where your customer is rather than get your customer to where you are and I think that's changing. Brands that recognize are going to classically succeed. I'll give a small example of a leading computer manufacturing brand, global brand. The biggest problem statement on customer service was, I'm present across 100 odd countries, various products. We simply give customers want to contact us. How do I get them to contact me and solve the problem upsell? Simply put a QR code at the back, scans, open WhatsApp. Now you imagine you've given hundreds of millions of customers of that brand the power to talk to the brand, address PII data, first party data, and consume a product or service from the brand from the mobile itself, which is 700 million now in India. Interesting. Shivam, I think Karthik spoke a lot about performance, so my question is directed to that now. Do you think mobile commerce or what impact would mobile commerce have on ad revenues in the years ahead? Secondly, are there any ways to improve mobile commerce performance? If so, what are your recommendations, which you perhaps might be doing for your brand yourself? You made one of the things that is important when it comes to data technology, especially when it comes to the fact that it's a mobile business, you buy a piece of it, but there is no data. And it's the only thing you can do, you know, you can stay in the middle of it, but there is no data. And it was the first time I spoke about the here platform in the growing economy, I think at the end of the year, half of all, that means that it's a great impact on the business. And that's a key part of life in this industry. Now, I mean, you look at the standard of mobile commerce, the one thing I want to do is to look at the standard of mobile commerce, and I find that, you know, it's a very important thing. And I would say that mobile commerce is a big, big part of the business. I think this is often the case. But here, I think that the only thing is that they are very clean again. They have a smiley. But I think that they are very clean. They are more clean. This is not in Michael's style. Anyone who is here, they are all very clean. They are the ones that have to be able to do what they really want. And even this is like that, you know, it really doesn't mean that they are the only ones who can bother. And here we are really to everybody. Thank you. I'm cognizant of the time. And as I know, I know lunches to follow. So I'll take up a last question, just actually address to all of you all. Predict the present, I wouldn't say the future also. Predict the present and the future of mobile commerce. If you had to do that, what are the trends you foresee? And what is the future you foresee for mobile commerce? Just a note from each one of you all would help. I think it's simple. What I said Aleco, be where your customer is. Your customer's already on the mobile, but the channels have changed. Be where they are on their channels versus asking them to come where you want them to be. And then it just explodes the whole world of mobile commerce. So as you mentioned, the customers is on the platform, which wherein he's having a lot of distractions. So try and give your messaging as quickly as possible. Try to make him comfortable with your particular medium. And I think that's the key for your mobile to be the future successful. I think a lot of, we all like to shop on our own, right? But I think large part of new consumers are not tech savvy. They don't know how to search. I think a lot of assisted selling slash buying is going to come up soon. And it's already exploding in terms of social commerce that people are helping others buy. They are showing how it looks when you use that product or you try that product. I think that is something which will help unlock the new shoppers and driving them back again. Because right now, I think most platforms are getting those shoppers for the first time. But having them come back is something which is what the social angle will give, yeah. There's a lot to say, but I'll say only one thing. I look forward to the possibility that micro entrepreneurs like, for example, handloom weavers from Maheshwar, from Sanghanair, from Mangalgiri will all have a fully national market without too many intermediaries in the way. And that will be wonderful for India. So that's one prediction I like. Thanks. I think a lot has been said already, but I would just like to add that a couple of things that again are emerging and would see explosion in the near future, in my opinion, is live commerce. Again, that's something that is happening on social media platforms, but on e-commerce platforms also. I think that is something that is exploding in India and it's doing well. In addition to that, I think for the future, right? I mean, a lot is being said about the metaverse and what's in store for that. I think that's what is there in store is still ambiguous. But I think if there is a possibility for M-commerce to give live virtual experiences to consumers of shopping in a mall, right? Mall-like experiences to consumers on M-commerce. I think that could be something that could be explored. I personally don't think that is gonna happen in a Jiffy. It's gonna be something that is urgent or this is something that is immediate would happen over the long term. But like you said, maybe trends for the future that could be explored. Yeah, thanks. Thank you. Just to summarize and leave on a fun note. If you had to think of just one word that plays on your mind when you think of M-commerce or mobile commerce, what is that one word quick? This is like... Is money accessibility? Convenience? Everywhere? Well, that sums it up for us. Thank you so much. Thank you so much for being so spotty, candid and insightful. Thank you, else. Thank you so much, Hiro for curating this excellent panel discussion. Let's give them a warm round of applause, ladies and gentlemen, the entire panel. And if I may have the honor of calling upon the managing director, Nielsen Media, Dali Jha to kindly join us and help us in felicitating all our panelists and our moderator today. Ladies and gentlemen, a great round of applause for Dali Jha. Let's have the team to help us in the felicitations. Thank you so much, Shivam. Let's give them a warm round of applause. Great discussions going on. Let the applause continue. The individual. And of course, to our moderator. Thank you so much. May I request the entire panel to please step in the center if you can have you all with a group photograph with Dali as well joining in. You know, these are the moments we savor, ladies and gentlemen, hashtag screen age. Let's give them a great round of applause. There's mobile commerce, the future of e-commerce and I'm sure you've got the answer right now. Thank you to all our eminent panelists all the same. And cheers, we'll network. We'll get to know one another better. But before that, we've got a great session coming up. Ladies and gentlemen, we've spoken about this topic a lot which is embracing 5G for digital first customers. For this session, we're elated to have someone who's got a career spanning 16 years with experience across sectors like consumer goods, company, media and overall corporate marketing. With a great round of applause and I think it should be thunderous when we call her upon the stage, Vice President and head marketing and communications, South Asia Master Cards, Manasi Narciman. Thank you so much Manasi for joining us. Thank you. Thank you so much. I think the team had exchanged for media for having me here and apologies. I know this is a session just before lunch. I'll try and make it as interesting as possible. I believe it kind of ran a little late. So it was a very kind introduction. Yes, I have been at MasterCard for five years now and I will predominantly talk about how the financial services industry and the payments industry is embracing, you know, mobile technology to reach out to consumers digitally savvy consumers. But a lot of what I'm going to talk about also is true across industries because at the end of the day, people are people, consumers are consumers. Now, for many of you who follow advertising and marketing, MasterCard's tagline actually since 1997 and it's kind of coincidental, this is the 25th year of priceless. But the consumer insight behind it is there are some things that money can't buy and the best things in life are often things that money can't buy. And it's interesting for the payments brand to go and say this, because if you talk to your business, MasterCard, all the networks, all the banks make money when we use our credit or debit cards, right? We have something called the interchange fee and that's where we make the money. So to actually go out and say the best things in life are actually things that you cannot buy is very counterintuitive. It was actually in the US of the late 90s. It was a very counter-cultural nuance but the fact that it stood for 25 years says something. But the fact is if you look at it and if you look at all of ourselves as people for those of us who are parents, like I'm a mom, some of the experiences that you have in life simply cannot be bought with money. My youngest son is five years old and when he greets me when I get home from work saying, mama, I made this painting just for you. No amount of money in the world can buy that. And all of us have experienced things as children, as siblings, as friends and there are some incredible moments. Now you may wonder why I'm talking about all of this. The fact is in the last two years we've been through a pandemic that I pray to God, none of us experiences again in our lifetimes, but what the pandemic has done is from a consumer perspective, brought mobile technology, front, center and square in our lives. The fact is today, forget people like us. I mean, I am accused of living on my mobile phone which is probably true, but even think of our parents. People who may not have used the internet earlier did not have a choice, right? We have young kids, my oldest son is 10 and he's pestering us to get him a mobile. So what the pandemic has done is it has temporarily substituted real human connections with mobile-based connections. And while as the pandemic recedes and the world gets back to a quote unquote new normal, it is true that we all want to and we must get back to physical interactions. I mean, I'm very happy this event is happening physically and not virtually, not having us glued to our computer screens, but what the mobile technology does fundamentally and that's the first point I want to make is it enables experiences to be more vibrant and it removes geographical boundaries from experiences. And let me give you a quick example. Mastercard is sponsoring the BCCI cricket matches and it's been a phenomenal experience to get out there, watch the match live. Now, obviously every stadium has certain limitations of capacity and I'm just taking sporting events as an example and not everybody can be at the stadium when a match occurs, but what 5G immersive technology allows you to do is to experience it as close as possible to what actually happens. Again, is this a substitute for actually being there? Probably not, but as a market here when you're looking at scale, when you're looking at reaching consumers beyond what your on-ground activation can reach, this really helps you get there. And I think with 5G technology with the seamlessness with the convenience of it, it has certainly helped us both as people. So if I'm interested in ballet, for example, I can sit here and watch a ballet performance in the US far more seamlessly and with far better quality than I could earlier. And as a market here, it helps you disperse your message to a much wider set of the audience. The second big area and again, something that we are focused on is when people buy high value items. So for example, if you're decorating your house, it's something that's high involvement. You want to discuss it. You want to get opinions. Again, 5G technology has helped us reach out to and bring the experience life. So if I'm sitting here in Mumbai, I have say a designer who's in Hyderabad for argument's sake, this enables the process of engaging with the product and therefore the purchase journey far more seamless than it would be if you just had to either exchange messages or exchange pictures. There is something about the audio visual medium that you can now personalize and bring to each person's house. And that's I think been the second area where a lot of brands across, not just restricted to payments, but across the spectrum have kind of engaged in this. Couple of areas very specifically where we, where the payments industry has sort of been forced to innovate as they say necessity is the mother of invention. In the start of the pandemic, we found that obviously credit card issuance and overall in India as affluence levels go up, credit card issuance is skyrocketing nowhere near where it is in developed countries, but it's growing month on month. Unfortunately come the pandemic, there was like a boom, just stop across the industry. And that was because traditionally when you get a credit card, you fill up a form, you have an agent, they look at your documents and then they give you a card. With the uncertainty that the world faced around COVID and think back to April, May, 2020, we had no idea when a vaccine was coming what would happen. People were forced to get into EKYC or online know your customer. And while it started with necessity because you have to, I mean, a bank cannot issue a credit card without seeing people's documents, they realized that this is efficient, this is cost effective, you don't need to send people out two, three, four, five towns, you can do it online. And guess what? It's not like delinquency suddenly went through the roof. So sometimes I think, and I think this is a realization across that we have, and sure it's wise to be prudent, nobody is saying, throw caution to the winds and issue cards to whoever you want. But we realized that this helps all of us accelerate and ride the wave and ride the wave of credit card issuance in this country. And that obviously means more spends, it gives people a chance to get an unsecured loan and all of it. The second area again from a pandemic perspective is the other side of payments, which is the place where you spend, which is the merchant. Now, again, all of you have seen those traditional point of sale machines, same situation as credit cards. You needed extensive documentation, you needed a person to visit, make sure there's a shop there, not there, et cetera. Again, come the pandemic, no one's willing to step out, shutters are down, so on and so forth. So again, get down to E-K-Y-C, we've got a bunch of fintechs working in that space. And again, it accelerates the process of getting more and more shops to embrace digital payments, makes it smoother, easier and faster for the industry overall. So these have been, I think, a couple of areas where this industry and the pandemic, horrendous though it's been, has kind of forced innovation, which even after the pandemic has receded and life has kind of become normal, are places where we see digital first consumers kind of being out there. I'll now quickly switch on to a second part of the digital first consumer experience, especially the age of millennials and the generations that follow. Now, as I said, this is an age of consumers who've grown up on the mobile phone. I mean, they cannot imagine a time where mobile phones did not exist. I mean, I have seen this with some of the kids of today, you see the old landline phone and then they'll be like, oh my God, what is this? Like, is this a piece from a museum kind of stuff? That generation loves to voice their opinions, okay? And they rightly, and it's a joy, as someone who's older than that age bracket, it's a joy to see their views. And especially on topics of tremendous interest, like, for example, travel, with the resurgence of travel, thankfully, you see a lot of what we call user-generated content out there for a brand which is into enabling priceless moments. It's a great way to partner with some people and get that kind of real-time on-the-go content that would not have been possible had mobile networks been kind of patchy and glitchy. Likewise, you see some great and honest consumer reviews, right? The advantage of technology is as it becomes better and more fail-safe, the better it is for people to honestly share what's going on. If you would pardon my French, the ability to bullshit goes down a bit if the networks are clean and clear and people are allowed to voice and display what they actually see. So I think those have been some of the real benefits, some of the ways in which brands, MasterCard and several others have kind of tapped onto the new era of 5G and payments and so on. The last bit, and I noticed I have six minutes left, but I kind of try and stop a little earlier and happy to take questions. So MasterCard's ethos, as I mentioned at the beginning of my talk, is about enabling priceless moments. I mean, the joy, as I said for me as a mother when my son comes and gives me that rather not-so-well-drawn picture, which he says, mama is just for you. Or indeed, the first ad we ran in India is about a son who takes his parents on an overseas trip. And the sheer joy on his parents' face when they kind of see, and it was Singapore, so it was not like it's the most exotic destination in the world, but just the sheer joy of enabling that is what MasterCard is all about. And let's face it, payments are ubiquitous. Sadly, we do spend a fair number of times each day. And nobody likes to think about the actual process of spending. If you think about it, nobody gets up in the morning and says, hey, great, where can I use my credit card today? But what they do think of is where they are going to spend and what does that spending do for them? So for example, if I'm planning a vacation for the December holidays, I'm debating with a few friends with my husband and then I say, yeah, I want to book XYZ Place. It's the process of what you get out of paying that really gives people joy if they're following their passions. So again, if you are a soccer fan and you want to watch the UEFA Champions League, can MasterCard enable you to get there and live your dreams? When people make payments, let's face it, every one of us wants it to be unobstusive, effective, quick, seamless, and absolutely safe. The last thing you want to hear is, oh, my card has been declined or even worse to say, there's been a fraudulent transaction, please contact your bank, please block your card, et cetera, et cetera. So that's a very fine line that we have to walk. There is a lot of joy in spending on the things that you want, which is really to live your passions with the people whom you want to spend it with, whether it's your family or your friends or whoever. But at the same time, the process of payment has to be absolutely unobstusive. You don't want it to take more than 30 seconds and you want it to be absolutely safe. And the advantage, again, of 5G technology and as mobile technology improves, it enables seamless payments in every part of the country. We've all been in situations, you're in a holiday in the Himalayas, and oops, OTP, yeah, yeah. Hopefully as 5G technology improves and spreads across the length and breadth of the country, that will hopefully be history and that will mean more and more people embrace digital payments and continue to partake in it. Because the honest truth is, especially for the first-time user, and I'll again talk of the previous generation, my mom and Chennai, for example, who had to use digital payments for the first time, one bad experience and they're gone for good. So it's imperative that as technology improves and that to me is the greatest enabler of mobile technology for digital payments, which is to really make it accessible to everybody in tier 678 and even in rural India. So that's what I had to share. Happy to take any questions. Thank you. Sure. Sure. Yeah, sure. Hello, yeah. Great, ma'am. 5G is faster than 4G. Great. How about a call drop and cyber crime? Even for 4G, there's a hard to stop the cyber crime because everything is linked. Adarkad is linked, that is linked, it's all linked. I'm really, I don't know what are the majors taken by the government. Technology has limitations. I know about the technology. So what are your views on these two things? Especially the card, when I give my CVP number and all, like the cyber crime is going to be faster, my wallet is going to get faster and empty. Okay. So absolutely appreciate your concerns and see cyber crime or any other crime for that matter is a reality. And I'll be honest and say as much as there are great brains working to keep digital payments safer, they're also equally intelligent people working on the next way of siphoning off yours and mine and everybody else's wallet. Having said which, I would just say a couple of points. I think the government and the RBI and all the players in the payment space, be it banks, be it fintechs or networks like Mastercard are working very closely to make payments as safe as possible. And a recent example is the RBI's directive on tokenization which is nothing but storing your card one time at a merchant, let's say Flipkart and your 16 digit card number is then masked. So even if somebody hacks into it, let's say, despite all the safeguards that you have in place, some criminal managers to get there, they will have a set of numbers which have no meaning and it's encrypted at the back end. Is anything foolproof? Sadly, no, but I think there is a lot of push on the government and the RBI and especially the current ruling regime to really make this safer because that's the only way digital payments are going to grow. The second point I would say is Mastercard and a lot of players are working on the latest technologies using artificial intelligence, using machine learning and so on to make, to try and stop breaches before they happen. Because from a consumer experience perspective, yeah, once your card is, and I had a fraudulent transaction myself a couple of weeks ago, had to block my card, had to reissue it. It's not as fun as trying to block it before it happens and I think that's the second one. Sorry? What was the bandwidth issue? Yeah, no cross questions. No, so see, there is, yeah. And as you said, sometimes the fact that an OTP doesn't come, right? If there are bandwidth issues, it leads to criminals having a field day. We have known of cases where somebody calls and says, oh, I'm calling from so-and-so bank, or I'm calling from the RBI. Okay, please give me your card details and we'll make the payment. But that brings me sort of my most important point. Technology is there, policy is there, regulation is there, everyone's working towards it. But finally, you need consumer education because no amount of technology can save anyone. If people fall for this, oh, I'm calling from the RBI, please give me your details. That's it matter over because you are then literally opening, you're handing them your locker and saying, please take it. So that is again, something, and as a marketing function lead, that is a large part of my work to educate people. Sure, thank you. Just one final question from the lady out here, quick. Can we just get the mic passed? Thank you. Yeah, just allow us a moment. Yeah, because... If you could just have your introduction to Mansi and then we can quickly do it. My name is Shalini, I'm from Lakshya Media Group. I just wanted to ask you that pandemic has also changed the way people spend, right? We have UPI, Google Pay, which are digital different formats, which has come up. So how has that affected Mastercard? Because I'm sure there has an effect. So how it has that, I just want to know that. Of course it has. And again, as I said, we have a government which is very, very committed to driving digital payments and moving India a little bit away from cash. I don't think it'll ever be completely away because cash is very cultural to us as a nation. But yes, UPI has been a great sort of form factor of digital payments. But remember one thing, and I'll share this fact with everyone in this room. Despite all of the growth of digital payments, 85% of transactions in India today are still done in cash. So there is monumental headroom for this industry to grow. And I think the more people educate, the more people realize, the more players make people realize the benefits of digital payments. I think it's only good for all of us. And that's really kind of the common sort of goal that we all have. Yes, spending has grown. Digital payments overall grew monumentally in the pandemic. As I said, you didn't have an option because physical stores were not there. You had to sit at home and order. I can still remember my mother cursing, saying, why am I having to do this? But it is what it is. And yes, so I think there's enough room and more for UPI for cards, for all the fintechs, all the modes of payment to all coexist. Thank you so much. Thank you. Thank you so much, Mansi. We just requested you please stay on the stage as I now call upon somebody who's behind the wonderful event today, Priyanka Badora, the assistant director, events in marketing, E4M to kindly join us and grace us with her presence while felicitating another event, Mansi. Ladies and gentlemen, a warm round of applause for Priyanka. Thank you so much. Well, with this, we break in for a shot and a quick networking lunch break. Let's all resume. But before that, we've got the AVs in place. Let's get that AVs on the stage for all our partners. Co-part by partner, Pocket Apex, leading mobile advertising platform, co-gold partner, Magnite. Let's get all the AVs in place. Thank you. And of course, Bobble AI world's largest conversational media platform. Bobble Keyboard, the highest rated keyboard app on the app stores. Let's find out. You can share stickers with your very own face and any custom message. Have a big laugh or scare with big anger? Well, Bobble gives you big mo to you. Regular black text? It may work for some. We don't judge. What works for us, though, is the pop text. Bobble lets you use personalized branded stickers, gips by strategically and contextually integrating brands and conversations happening on WhatsApp, Facebook, and other social or chat messaging platforms across the country. An average smartphone user spends 25 minutes of their daily three-hour screen time on their keyboard. Since you spent... Hello. Check. So ladies and gentlemen, welcome back to the post-launch sessions at the fifth edition of Screen Age 2022. We're talking about India's biggest mobile marketing conference. And of course, it's going to be followed by the awards in the evening. And we look forward to your participation. Well, to kickstart with this event. And I feel that post-launch, the topic is going to be very interesting. We're talking about Faiji in India. A consumer POV. And we're talking about how do consumers feel Faiji is going to impact them in the near term and what can be possibly done for the long-term solutions that Faiji could enable. On this front, we're going to be joined by two dignitaries. First up, Dolly Jha, Managing Director, Nielsen Media, India. She's somebody who's got 25 years of rich experience and leads the media business for Nielsen in South Asia and has stirred the Nielsen effects in providing entities across the South Asian media, marketing and entertainment industry. Let's give it a warm round of applause, ladies and gentlemen. And joining Dolly, would Prithvi be joining right away? Perfect. So we do have Prithvi Raj, Director, Strategic Client Leader, Nielsen Media, India, who's also going to be joining us. Let's give him a warm round of applause while it says we welcome him on the stage. That's okay. That's okay. Okay. Thank you for that introduction. Hi, everybody. You mentioned a post-lunch session a couple of times. So Prithvi and I have a tough task of actually engaging with all of you in the post-lunch session. Hopefully we've got some interesting stuff which is going to be keeping all of you engaged. So when I was asked to speak on this topic on 5G and what is where our consumers on this, the immediate sectors which really sprang up in my mind were things like gaming. How is it going to be altering the gaming landscape? The second one, which really sprang up was around metaverse, right? Because that's a new thing which is really coming up. And I said, all that going to be changing with 5G coming up. And what I did really was that I decided to speak to a passionate gamer in my team, which is Prithvi. Now, and I know Prithvi, Prithvi considers himself to be a pro at following the telecom sector. He's been doing this for a long time. He's an active gamer and all of that. So when I spoke to Prithvi on gaming and what does he think about 5G and how is it really going to be altering the world of gaming, et cetera, I was really surprised by a very mixed perspective which he had on this. So here I was thinking that Prithvi is going to be gung-ho about how the world of gaming is going to be changing and all of that, but he did have a very mixed view in terms of which are the areas which are really going to be changing with the coming of 5G and which are the areas where there could be certain things which need to be addressed. So what we're going to be covering in this session between us is that, you know, how much is consumers' awareness about 5G? Which are the areas where they really believe that 5G is going to be changing things for them? What are the kind of challenges which they anticipate? What do they think about their handsets? Are their handsets really going to be supporting this new technology which is there? And where are marketers on this? Now, before we start the session and before I hand it over to Prithvi, just starting with couple of data points. So the first one really, and this is not a new one, but nonetheless, it's good to start with some numbers which is that where are consumers in terms of their usage of mobile devices, right? So if you just look at that, on an average, we are seeing about four hours and 15 minutes, which Indian audiences are spending on their smartphones, okay? Now, this data is only for Android smartphones. This is NCCS ABC. We are media researchers. So we always have to talk in the context of a target group. This is one lakh plus audience, 15 to 45 years. So that's the kind of stuff that we've seen. And what we've also seen is that this time which is spent on smartphones has actually seen a, seen a whopping increase in the last two years, right? So if you just see, there's a 28% increase that we're seeing. We compared this with the kind of data, you know, on this metric with a couple of other countries. We've seen that for a couple of other countries, for them to see this kind of jump, it's taken them about four years. In our country, not surprising, this has really happened in two years of time, right? So rapid adoption, fuel by pandemic, lot more activities happening, lot of free content available and things like that. And you also have on that chart that, you know, in terms of share of various activities, what are the kind of activities which consumers are doing now? Just let's see that in terms of our evolution, and you know, I like to do this benchmarking across markets. So I just thought that in terms of share of time, you know, how does share of time which our audiences are spending on smartphone, how does it stack up, you know, with say the most mature market, which is US. See, that's what's really happening there. So there are some differences that you see there. So for example, if you look at social media, the share of time which US audiences spend on social media is far higher than us, right? But on the other hand, if you look at VOD consumption, our share of time is higher. And the reason for that is that there's also a lot of connected TV consumption which happens there. So it's not that incidental that they want to see less of their smartphone, but the fact is that they have access to connected TV and that's the reason that we are seeing a difference there. Again, gaming, if you see here, you know, they're far ahead of us, okay? So this is the kind of landscape that we have four hours on a day is being spent or massive increase in terms of time spent in terms of share of time. This is how various activities stack up. And if we just go to the next chart, Prithvi, yeah. And here is where I'll hand it over to you to build from here. Thanks, Dolly. First, I'm passionate about gaming, but I'm not good at it. So I'm just want to set that disclaimer out there. But as Dolly said, gaming, right, in 5G. So just before we start, just by a show of hands, how many people play games on their mobile phone? Wow. Okay, are your bosses aware about this? Just checking, yeah, okay. So how many of you play your more competitive, say first person shooters, your more high-end graphics, like Call of Duty, Free Fire, Battlegrounds Mobile? Anyone in the group? Okay, so far fewer. So I'll say, so for me, now I primarily play these games and I play them a lot, but I play them on Wi-Fi because quite often on cellular, on 4G, I have this issue of latency, which is, sorry, we're gonna get a little technical, but it's about maybe 40 to 60 milliseconds sometimes, especially when you're traveling in traffic. So by the time I see the other guy and I aim down side to shoot, the person has moved and is shooting me in the game, not in real life. My life is not that exciting otherwise. Tough crowd. So basically with 4G, the experience on these games to me is not that great. So what was fascinating is when I looked at the smartphone panel data, we have an in-house smartphone panel where we track consumer behavior. So we found that, yeah, so about one in, over 30% of the panel plays games every day and some of the most popular games they play are Free Fire and Battlegrounds Mobile. So again, fairly competitive first person shooters. So to me, okay, there's clearly demand and maybe with a 5G network, that's gonna get better. But as Dolly said, I did have my apprehensions about what 5G is really gonna change. And maybe I had a very pessimistic view to Dolly's optimistic view. So we said, let's split the difference as to a consumer survey and a marketer survey and get other people's perspective, wisdom of the crowd, so to speak. So we'll start with the consumer bit. So the first thing we see is in terms of broad awareness, most consumers were aware about 5G. About 77% said they were aware about 5G and aware about the launch of 5G. When we probe a little further, nine out of 10 said that yes, they know it's a new mobile network that's gonna come across. One out of four actually said it's a new software or a new app, which I just bombed off as, that's just people who are just unaware, but then I thought about it. Actually, that's not wrong, because yes, 5G is not a new software, but to access 5G, especially you have a Samsung or an Apple device, you need them to push the OTA update so that you can activate 5G. So if you think about it, even the one info is not necessarily wrong. So I was quite impressed with the knowledge of these consumers. And we asked questions about what do you think will increase with 5G? The first and most obvious thing they said is speed. So 88% said that the speed of 5G is gonna increase. 78% said that the call quality is gonna increase. I'm not sure about that, but again, I don't know enough about that, but that may be true. A good 70 plus percent said that the price of phones are gonna go up. So that's interesting because I don't wear that the price are gonna go up and later on we'll revisit this point. What's really intriguing to me, it's a small number, bear with me, but one in 10 said that battery life and network coverage will actually get worse. Now, if you think about it, this actually happened in the early days of 4G. With 4G, there weren't enough stars, your phone will constantly use more battery to latch on to network. You had worse coverage, battery life will get worse. We may see something similar on 5G. So it's nice that some people have already anticipating that on the consumer side. So we asked questions on what activities do you think will be most popular? And intuitively they said video streaming, browsing, mobile gaming, and I'm trying to do some memory even though I've got screens on either side, which is silly. Yes, video calls. But what's also interesting is phone usage as primary internet, which one can think of as using your phone as a Wi-Fi hotspot. So this is, and a lot of us have done this, right? When out somewhere we don't have Wi-Fi access, we have to get onto a Zoom call. We have to tether our phone to our laptop and you start sharing your screen, sharing video, running audio, things get very laggy. So this is something that should get much better with 5G, so I see a lot of optimism from consumers on these activities. Now when it comes to purchase of device, what's interesting is nearly half of them, actually a little over half of them said that their current phone doesn't support 5G and they're looking to buy a new one. Now again, realistically this number might be eventually far less, but it still shows optimism for buying new phones, awareness that the existing phones might not support the network. And what's also really interesting is that chart on the left, which is on your 5G dongles. So a lot of homes, not just here, but even in smaller towns and specifically in smaller towns don't have a fiber connection to the home. So if they have internet or wireline internet is not that fast, but with potentially 5G hotspots you can get extremely high speed internet at home. So again, multiple devices can connect to it. So the fact that nine out of 10 said that they're looking forward to that and they're open to purchasing a 5G dongle is remarkable to me. Now when we ask them about their consumption behavior and their spend patterns, so pretty much everyone said that yes, we expect our consumption of data to increase on 5G. And that differs. So again, it's evenly split between 31, 31, 31 across the 10 to 50, 50% to maybe 2X. And we found a similar story when it comes to how much they expect to pay. What's nice is pretty much everyone feels that, everyone we surveyed feels that yes, the prices of data is gonna go up, but the amounts they're willing to pay may not be exactly proportional, but at least it shows you that a 10 to 50% seems to be most preferable when it comes to a price point. But again, this is a very small quick and dirty survey. This is just to give you just indicative data. And this is the last bit on the consumer part, which is essentially trying to gauge how much of an impact they felt a network upgrade had for them. For going from 2G to 3G, 3G to 4G, and 4G to 5G, which is a guesstimate. So again, 20% said that 2G to 3G was a big impact. 47% and nearly half of them said that going from 3G to 4G was a big impact. But a whopping 88% that expects that going from 4G to 5G is gonna have a tremendous impact on the behavior. So that's remarkable to me, just showing the level of optimism that consumers have for 5G. It also means that we as an industry probably need to set realistic benchmarks of what 5G will and won't achieve for them because we don't wanna leave people hanging. So now I'm gonna shift gears a little bit and talk about what marketers feel. So basically marketers were far more aware about 5G than consumers. So 93% were aware that what 5G was, as well as when the launch happened and more details about it, which makes sense, right? We would be more aware than the average consumer. One in two of them said that 5G will significantly impact advertising spends, which is great. But again, what was the number? So three in 10 or 30% said that it won't impact, oh yeah, 30% said that it will impact but it needs additional say support or tools. And I'll talk a little bit more about this, but when we think about it, 5G is one part of the puzzle but you also need, say VR headsets, you also need great virtual experiences to really experience the metaverse. So again, by a quick show of hands, how many of you have tried the Oculus Quest 2 or any VR headset? Wow, seriously? Okay, this is impressive, but okay. So I've tried it as well and I was really impressed. I know the resolution wasn't great and this is a very good number of you that's tried us, I'm really impressed with that. So kudos to you all for being extremely tech savvy. I was very impressed when I tried the Oculus Quest 2, I was really found that immersive. Dolly, I made you try that as well and you were a little disoriented at first but you did like where it went. So it's great, but it has to be accessible, you need great networks for it, you need virtual experiences and that could potentially leapfrog advertising. We'll double click on this in a moment. When it comes to impact of advertising, what advertisers felt was it was actually split. So a large portion felt that it's gonna revolutionize advertising, it's gonna be a big jump. Another equally large segment said that it's not gonna make too much of a difference, it's gonna be big but not that big and about one fourth said that, it's not gonna make a difference at all. So that's a very odd view for a group that's fairly consistent in other service we've done to have very different perspectives. So we thought maybe it's a sector play. So when we went a little deeper to see which sectors, sorry, I'm in the way, which sectors were really driving this, we found intuitively marketers and advertisers felt that mobile gaming, OTT, e-commerce. So these are gonna really benefit the most, which makes sense, faster networks, better experiences, pages load faster, no friction for consumers. So from that perspective, I get that. Banking was interesting. I don't know enough about how 5G will impact that but the fact that marketers feel that is something definitely worth looking at and EdTech, which makes sense again because seamless content and again, if you add VR to that, then it's a great experience. Now, what I took from that survey is actually some verbatims from marketers that I've grouped them into three buckets. So the first, we have marketers talking about how ads will get more targeted. It'll be gamified ads, richer content, seamless advertising. So that was interesting in its sense that they feel that 5G is gonna enable that. The second, and I like that particular comment and again, it was anonymous. So I don't know who put that. Maybe one of you gave that survey. So that was the case, thank you. But eSports, so eSports is really big internationally. In India, it's big in the sense that there's a lot of demand. If you look at the amount of content consumed, a number of Indian YouTubers on gaming and mobile gaming, it's massive. But again, most Indians don't have access to WiFi. So they have to rely on 4G. So with 5G, competitive gaming could mean it opened the doors for more people. So I'm excited to see what eSports can do potentially for us in the future. And the last bit is this big chunk of comments on metaverse and VR. And there's so much, so many different views all talking about metaverse, augmented reality, virtual reality. Yes, that's definitely gonna happen. And I'm very enthusiastic to see that so many people believe that. It's gonna be a tough journey though, because you need hardware to come together. You need software to come together and you need the network. So it's not just 5G alone. But if you get those three, then that would be easily realized. So summing up, last three slides. So summing up, what makes 5G exciting to me? So one is internet of things. And I know we're not spoken about that and that didn't come from the survey. It's just from what I read online. So internet of things enables multiple different devices beyond smartphones to connect, which is connected wearables, connected cars, connected home automation. And why 5G is important is because as a carrier wave, it can have more simultaneous signals versus a 4G network. So you'll have far less network congestion. So thereby enabling a really comprehensive internet of things. AR and VR we've spoken about and obviously there's so much potential in gaming, in content, in entertainment, in education. So I'm keen to see where AR and VR goes. 5G Wi-Fi routers. And this is specifically for smaller towns and places again, which are currently unconnected. Potentially this could bring a lot more people on board and get them connected to a very high-speed internet. Next-gen mobile gaming, I spoke of from the east port side of it. So we see this internationally in India, I feel this will start picking up. So maybe some of the casual games might get replaced by some of the more active and more entertaining games. And the last bit is network congestion, which again, as I spoke about 5G, because of a higher frequency greater carrier wave, more signals can go simultaneously. So that's all good. But there are a couple of watch outs that I feel I wanna talk about and I wanna, I'll just spend another minute. I just got about two, three minutes left. So when we went from 3G to 4G, right? They were genuine pain points on 3G. So videos would take a while to buffer. Web pages will take a while to load. So your overall internet experience on 3G was interesting at the time. It was novel, but it's nowhere where it was today. So 4G enabled a whole transformation of the web, right? From text to rich media. I'm not sure personally, whether 4G to 5G will have such a large transmittive effect for two counts. One is most games people play today are your very casual games, which don't require high speed internet. And even in terms of video content, videos can load fairly quickly today. Yes, with 5G, your resolution might get better, but would you really notice that on a small phone screen? I don't know. So I'm just putting that as a watch out. The other piece is price. So while consumers are aware that the price is gonna go up, the degree of how far up it goes will probably impact adoption and speed. So here's the thing. As I said, for certain content, in a 4G or 5G network, the video will take the same amount of time to load because largely we don't download too much content. So we won't really notice the benefit of speed. And for games, if you're playing your very casual platform games that don't need a high speed connection, you won't notice a 5G connection either. So maybe the speed might be an issue and coverage. Initially, when launching any new network, it'll take time for coverage to build. I know the telecom operators are doing a fantastic job of rolling out the network really fast, but it will take time. So initially, network coverage might not be great. Having said that, I still wanna end on a very optimistic note that we believe that with 5G, you will get more usage, more devices, newer experiences and newer advertising. Yeah. With that, I'm on time. Dolly, is there anything that you wanna end with? I just wanted to just add a point on Metaverse because a couple of months back, I was asked to sort of opine on the fact that is Metaverse really gonna be taking off and all of that in India, right? And my view on that was that it is purely a function of use case and brands will really have to ensure that is there a relevant use case that we are able to build for the consumers. It's as simple as that, right? Because technology is just a means to a particular objective that we want to achieve. So to that extent, of course, in terms of concept, very, very gung-ho about it. And I do think that with the advent of this technology now in India and the fast adoption that we are seeing, you know, some of those inhibitions which would have been in mines or, you know, some pockets where we would have faced impediments around Metaverse, you know, those should be overcome. So NetNet, we feel quite buoyed about this, right? Though you've purely, you have truly called out that, you know, just for content consumption, I don't necessarily need to have a 5G network or for some simple games, I don't need to have a 5G network. And it's also heartening to see that, you know, Airtel is also already talking about some 1 million 5G users which they have on their network. Let's see how this adoption journey really goes. So let's see how things really evolve. Thank you so much for listening to us in a post-lum session. Thank you so much. With this, if I may request Vishal Singh, India GM and global marketing head of Mocca Technology to kindly join us. Vishal, please do us the honours, honour of joining us on the stage. And once again, a big thank you to Dolly and Prithvi. Thank you for sharing your knowledge today on the forum. Ladies and gentlemen, a warm round of applause for Vishal. Thank you for joining in. And of course, our speakers, Dolly and Prithvi, thank you for your time. I think he wants you to pose as well. Since it's a mobile marketing conference and awards, you know, we won the perfect shot before it hits on anyone's mobile. Thank you so much. Thank you, God bless. So with this, it is time for us to re-wamp the stage as we're going to be heading towards the panel discussion. Let me see this mic, it's okay. Mic check one. Check one, check. This, we have an experts panel, ladies and gentlemen, on our next topic, which is making video marketing work for your brands. I'd just like to take a moment to thank all our panelists before we call them one by one on stage because the stage is taking a while to get ready. On this platform and next forum, we're going to be having the founder and executive chairman, Bang Bang MediaCorp, Rupak Salooja joining us. We're going to have the founder and editor-in-chief, IWM Buzz Siddhartha joining us. We have the head of Media Brands Content Studio, India, Siddhan Mazumdar, who's going to be joining us. Co-founder, Ernie, we have Ankita Chen. We have the head e-commerce and digital marketing, TVS, EuroCrip, Siddhartha Venkataraman joining. We have the chief content officer, wave maker, India, Kartik Nagarajan. And this entire session is going to be curated by Subheer Bajaj, co-founder, Zoom Media. So a lot of rich content coming in on the forum in some time. I just request the ones who are standing on the side, on the aisles, if you want. There are a few chairs if you'd like to be more comfortable and be seated just for your comfort. If you'd like, please do join us. All right, I think without further ado, let's call our eminent panelists one by one. Ladies and gentlemen, on making video marketing work for your brand, first up, it's my honor to invite the founder and executive chairman, Bang Bang Media Corp, Rupak Saluja. Let's give him a warm, warm round of applause as we welcome him. Thank you so much, Rupak. Joining Rupak is going to be the founder and editor-in-chief, IWM boss, Siddhartha Laik. Thank you so much, Siddhartha, for joining us. Let's give him a warm round of applause as he joins us on the forum. I said, how are you doing? Pleasure. Next up, I'd like to have the honors of inviting the head of Media Brands' content studio in their Siddhant Mazumdar. Let's give our man a big round of applause and Siddhant, quite a bold choice of color to wear this. I love that. Next up, the co-founder, Lee. Let's invite Ankita Jain to join us. Let's give her a big, big round of applause, Ankita. Thank you so much, Ankita, for joining us on the platform today. Next up, the head e-commerce and digital marketing TVS Eurogrip. Ladies and gentlemen, Siddharth Venkata Raman. Thank you so much, Siddharth. Next up, if I could have the chief content officer, wave maker, India, Kartik Nagarajan. Thank you, Kartik. And of course, to curate and set the tone right and moderate this entire discussion, our session chair, co-founder, Zoom Media, Sovir Bajaj. Thank you so much, Sovir, for joining us. And of course, it's gonna be a great discussion. We've got such an immense, okay, this is amazing what you've done. Perfect. Thank you, Sovir, with this, the stage is all yours. Unless you accept cash. I said I'm gonna accept cash. Hello, hello. I accept everything besides crypto right now. All forms of payment are acceptable. Should we do a mic check with everyone before we start, just so that we're not interrupted midway? Hello, hello. I think it's time to bring in the cash. Yeah, good. Super. Okay, let's get started while we get the rest of the microphones live. I mean, we are at a conference called ScreenAge, fortunately, which is not screening, streaming on a screen for you guys. So the mic, one mic won't working, not working won't necessarily be a big problem. But ladies and gentlemen, good afternoon and welcome to the last panel of ScreenAge. Last because probably this is the biggest panel with seven panelists, all who love the sound of their own voice, myself included. I think it's gonna take us about 40 minutes to get through just introducing who's here. So I'll save everyone some time, meet Siddharth, Siddharth, Siddharth, Siddharth, Siddharth and Sovir. No, I'm just kidding. We've got a bunch of Siddharths here. And just to make it more exciting, they put the bald guys on either side. So let's have some fun. We'll try and make it not confusing with too many Siddharths. Of course, we have the pretty lady right in the center. So Ankita, we're gonna kick off today. But before we kick off with you today, Ankita, of course, we're here to talk about video. Yes, we're in a post COVID world. Yes, content consumption has gone through the roof. Yes, OTT platforms are recording groundbreaking numbers. We know all of this. We're gonna talk about all of this in detail. We're gonna talk about the role that different platforms play. We're gonna talk about the role of the creator. And we're also gonna talk about the role of 5G in video. Although Dolly, we were paying attention to your presentation and we did realize that you say that 5G isn't really gonna change the landscape in video too much. So I guess the panel is done. Thank you, ladies and gentlemen. No, I'm just kidding. Okay, cool. So let's get this show on the road. Panelists, thanks so much for taking time out today and joining us and sharing your insights with the screen age group that's gathered here today. So of course, in this post COVID world, in this mobile penetrated world, content consumption has taken new dynamic and new paradigm. And having said that, we're gonna try and debunk a few myths over here, breakdown a few facts about how the content landscape is evolving given mobile phone penetration, given the fact that OTT is reaching new heights. Now, let's start by trying to understand, Ankita, we're gonna start with you as the only woman on our panel. We're gonna start with you. Let's start by trying to understand why video has taken off so rapidly and aggressively as opposed to other forms of content, other mediums, et cetera, that haven't necessarily seen this kind of exponential growth over the last few years. What is it that has really thrown fuel on the video file? Okay, questions for you. Are you stable? Yeah, you can. We've changed it, too. I have been living in London for more than a year. I mean, like this, there are new homes, yes. There are new homes, there are new bodies, but I think it's important to take a look at the community. We're really interested in it, just kind of like a community. Very much, I think that we will have really big because we are living in a path in the middle of the world. Cool, so Siddharth, Siddhant, sorry. Siddh number three, let's call him Sid three. Let's do Sid one, Sid two, Sid three. Okay, so Sid three, of course we've seen the advent of so many new video platforms also pop up, specifically during COVID where every second person with a smartphone in the hand has become a creator as well. Now with the advent of short form content, content consumption patterns have also completely changed. How do you see brands or creators being able to harness this strategy to create video ecosystems that pan to a variety of audiences across platforms? Firstly, thanks for having me here, guys. So I think that's a damn good question because we're currently seeing an explosion, right? Anyone, like you said, anyone with a smartphone is essentially a creator and their smartphone is basically a moving studio. I think for brands it's important to firstly understand that each platform exists for a certain reason within their category and if your audience is there, you better be present over there, right? And especially I think a very important point is to ensure that you don't have a singular message or a singular format running across every platform, right? Each platform for your category has a certain nuance. We play within that nuance, address the kind of metrics that work over there. And I think it's also important for brands to perhaps let lose a little bit, let it rely on the creator to take your brand forward, right? I think creators do quite well when they're given that freedom to express themselves, right? And take a little bit of ownership away from the brand saying, let me also define what you could be on this platform, right? And if brands are able to live with that current thing, let me rely on this guy. He or she has amazing creativity and let them figure out what my brand can be over there. So let make them part of your content strategy rather than just working with them and telling them to please speak about my brand or speak about my features. This is, I think, what is perhaps very, very important. You have to be active on those platforms and you have to rely on those creators on those platforms to take your brand message forward and not to dictate terms to them. Interesting, so you spoke about the authenticity of the tone of voice. You spoke about the brand's openness to let creators be co-creators of the brand and help define their narrative and help define their landscape. Let's hear from one of the brand guys actually. Sid one, you know, you're a brand guy and you've been on the brand side for a while. You guys have been championing a video at TVS and of course worked with a number of creators. Why don't you talk about your experience in terms of how creators are able to retain the ethos of the brand and still do justice to the various different platforms that they specialize on while distributing to their audiences. Which has a variety of stakeholders. We have learned that we really, really need to look at video content at multiple levels and define the objective very clearly. There are certain video content which we create purely with the need to build our brand presence and brand awareness, whereas there are certain types of videos which we create which is very, very clearly targeted at bottom of the funnel sales oriented activities. The other one which we to maintain the brand essence and to maintain the ecosystems respect for the brand. What we have figured out is more than just talking about us. We create content where our ecosystem is recognized and they believe that they are being talked about and our ecosystem partners are influencing partners who could be our mechanic partners or could be retailers. They become the champion and hero of the video. And in this way, we are able to actually, I would say scale up our brand through our stakeholders and not just us keeping on harping about what we do and how we do. That was brilliant Sid, you said so much. You spoke about the role of video in the life cycle of the brand. You spoke about the consumer journey. You spoke about the video format to meet its specific goals. And then you spoke about real world influencers for bookmarks on that one Sid. I'm gonna stay on platform a little bit before I come to consumer Rupak. Let's talk about a different kind of platform. Now you guys at Bang Bang have been medium agnostic and platform agnostic with a lot of the content that you guys have created. Of course, a lot of us in the video space started with TV and eventually evolved to digital and with digital, we don't have the same restrictions that television would provide for us. 10 seconds, 20 seconds, 30 seconds. Even with digital, now we started by doing editorial content and moved into branded content. And now we've moved into OTT with brand integration coming into OTT content as well. So why don't you share some of your experiences that the flexibility of digital has really given creators and brands alike? Thanks very much. It's great to see you with the camera. And it's a part of the digital platform. Especially as we have shared the world, it's going on to be a platform and we're going to be involved in this problem. We have our president who made avatars integrate in life because brand integration is important because it allows people to introduce themselves to the world. That falls. I think with Netflix turning on the tap of advertising in India, around the world and yet to do it in India, but in general, I think that answering that question perhaps becomes a little less urgent, but it's urgent nonetheless. And I think the particular thing, and this goes back to the principles of branded entertainment and branded content as was being spoken about initially. People come onto these platforms, especially if they're paying to be on these platforms, they're going there because of the integrity of the content. So their tolerance to put up with brand messaging goes down tremendously. However, people aren't averse to brand messaging. They're only averse to irrelevant brand messaging and that we've proven time and time again. If you've got a fabulous piece of branded content and by fabulous piece of branded content, I mean one where there's always a balance. Branded entertainment, there's brand, there's entertainment. And as long as you have the balance tipped in favor of the entertainment, not just entertainment, I use that as a proxy for all kind of value that you can get out of it. It could be entertainment, it could be education, it could be utility, it could be information, whatever it might be as long as they're getting that value exchange, essentially they're giving you their attention so that you are able to provide that brand message. I think that works fine. And that's something that brands are training themselves to do, better and better agency partners are training themselves to do. But at the end of the day, remember that you're competing not just with other brands, you're competing with stranger things, you're competing with family man, you're competing with sacred games, you're competing with everything. So that's something that has to be particularly kept in mind. I think that you're just starting to see the beginning of it, actually just scratching the surface. There are brands who've done that quite well, but also remember, everyone can't be Apple and Nike. And so brands need to know where they are, what they're doing, what their ability to do things is. And so cut your coat according to the cloth that you have as well. And the ambition shouldn't get the better view. I think that's very important. And I think finally, the last part of it is that, often enough, when you look at this stuff, people often ask the question. And I highlight this in particular because when suddenly the stakes are higher because you're competing with not just other brands, but all content that's available out there in the universe, then it's about the quality. And I think people often ask, why can't we produce content of a certain quality in India when we're competing on let's say branded entertainment forums or can't branded entertainment lines, whatever it might be. It's not about the people often think it's about the budget and the money that we have. Let's not do that, right? Because there are brands who actually spend disproportionate amounts of money when it needs to be spent or have the ability to spend it. The answer actually is time. And that's where we get caught off guard in India is that we often don't have enough time. And if we're able to do that, that's very important in order to provide that quality output. I actually want to circle back and debunk that myth because there are a lot of people who say, look, budget, how much content we're going to make. And I want to come back to that because we're all on the agency slash creator slash brand side who have this restriction and limitation, but are still able to work within our means. So I want to come back there. And Rupak, you said something very interesting, which is a bookmark for the audience as well. Seeing that effectively you need to be conscious of the fact that you are comparing for share of time of that user that he's spending in front of that screen, whether it's his iPad or whether it's his cell phone or whether it's his connected TV in this case, right? Which is all trying to eventually reach an audience. And the second bookmark I want to make for the audience over here is Netflix turning on the tap as far as advertising is concerned, right? That's a bunch of red flags and a bunch of green flags depending on which side of the fence you're looking at this from. And when it comes to advertising, let me now come back to Karthik. Thanks for being patient with me and ladies and gentlemen, I promise you Karthik's hair has not turned white while waiting for his turn here. It was white before we got onto the panel, but we will come to advertising here, Karthik, given the fact that you do come from Rupem and you got a wealth of experience there. Everyone's talking about segmented audiences and everyone's talking about the most effective way to reach these audiences. Now platforms keep playing around with their algorithms and as a result, the concept of organic reach is continuously challenged time and time again, right? Influencers themselves, creators themselves, struggle sometimes to keep up with this algorithm to make sure that they can maintain their reach and be relevant to their audiences. But having said that, what is the boilerplate advice that you have in order to meet these goals of letting brands reach audiences organically without falling into the trap of asking media plan me budget kithna hai? I think algorithms will exist as long as we're around and there's no point in trying to commit and what you're trying now will be very different two years down the line. I think from a boilerplate perspective, to me that's very clear, right? I think whenever Rupem said, we're all in rest, three, two, three minutes, we all decide when we start a video, right? And at some point in time, we put that content to resonate either quickly or because we feel very strongly about or is it someone that we really like? So for a brand to be able to demand that sort of a time investment from the audience, you need to be on top of what is that big, right? Why am I gonna resonate this? Why is the audience gonna resonate with this? And for that, I think it's very important for us to understand different subcultures, right? If you're creating something at it, you need to understand, is the audio okay? You need to understand what is working in gratitude. If you're trying to create something on hip-hop, you need to understand what's working in it. If you're trying to create something on sports, you need to understand what is that subculture, how are people likely to enjoy it? And then sort of go into the ideation phase. So to me, decoding the subculture ahead of time is the boilerplate. So I think classic advertising 101, everything starts with the insight, understand your audience, get the insight, right? Double down on the insight and the idea, the messaging, everything stems from there. Sit two, you said one, you said something very interesting about the role of content. I'm actually gonna loop sit three in into this conversation as well. I know it's really confusing to keep up, let's just call them sit. So sit three, I'm gonna loop you into the conversation. You come in from the publisher side, right? For publishers, your balance sheet depends on the strength of your community, right? It's all about the size of your community for you. And I wanna talk about the role of content here because as far as community is concerned, when you're a publisher yourself, it's you're very conscious about how many audiences you're reaching, how relevant these audiences are to recruit them into the community because eventually you have a very different challenge from the rest of us. We are trying to buy media for our brands. You are trying to sell media to our brands. So you're looking at things from a very different lens altogether, right? So when we look at it as role of content, top of funnel, middle of funnel, bottom of funnel, we're very clear about what that content needs to do for the brand basis, the life cycle of the journey. You don't necessarily look at it the same way. Why don't you shed some light on that? Thank you. So I believe the biggest challenge that we have faced is there's an audience, but the audience attention span is very limited. And one thing we need to understand that for anything to be popular, you need mass acceptability, which essentially beat you as a medium crew thanks to TikTok. So TikTok was your first, it's banned in India now, was your first shot to fame. Suddenly you put a TikTok, you get followers and you realize that you can become your own star in your locality without visiting maybe the wire for a T-Series office for an audition. So like I was saying, when we created content, action, emotion as means of content, ingredient played a major role. Secondly, the challenge for us was with the short form increase. Brands tell us a minute, a minute, a minute, two minute, a minute, a minute, a minute, a minute. The dropout rate was so high because people are used to the short form content consumption beat on reuse or TikTok or shhr, et cetera. So how to map that audience and increase the audience attention span being spent so that they go to that moment where the brand messaging is there is very, very important. And secondly, if you can use UGC content for integrations, that really helps where we have done campaigns for brands where we have said, why don't you make a read with a brand messaging? And if it's cool enough, we give it to the same jury who's maybe agitating a Netflix kind of entry. And if you have made a good reel on a creative reel, you can win an award. So that's how we have integrated some form of brand messaging, which is very, very organic. Thirdly, like I mentioned, I think two minutes more that in the past we have had experiences where every brand consumption pattern was different. In YouTube, we put up a talk show with a very popular TV celeb which got a lot of organic views, but on Facebook, it was not getting. When we reached out to the Facebook guys and what's happening, they said, why didn't you put subtitles in it? So we realized that on Facebook, a lot of people were not listening to the video they were watching on it. On YouTube, they were watching and listening together. So for us, the internet audience, the consumption audience is very fleeting and the feedback is instantaneous. You know, if they like it, they like it. If they don't like it, they can go to the comment section no matter what you do. There are multiple platforms where they come and say, you know, you're crap and this is gone. So it's very important that when you think about content creation with the brand, you should think of all the things that can go wrong when you put out that video. If you think of all the good, good things, then it's not gonna happen. You should tick box the good and also the feedback part, which is absolutely negative and then create plans around it. That was amazing. Sid, actually you said three very important things and three bookmarks there, right? I think this is the second time that we're reforming that content is about co-creation whether it's co-creating your brand, whether it's about co-creating your narrative, which was amazing, right? The second thing you said is that the Indian audience is very fickle. And I'm gonna come back to that because we can dissect that and slice and dice it, you know, very interestingly and have some fun with it. And the third thing that I'm sure everyone has fun with on a Sunday afternoon is scrolling through the comment section of sticky content. So I'm definitely gonna come back to that. Sid too, I'm gonna tag you in, right? Yeah, you're Sid too. I'm also gonna look at you when I call you out so, you know, eye contact and all. Anyway, so Sid too, I'm gonna tag you in. We're gonna talk about, we're gonna come back to the comment section of sticky content, but what is sticky content? Let's talk about a few examples. Stuff that you've watched. It could be editorial, it could be branded. What is sticky content? Stuff that's jumped off the page. Stuff that you said, man, I wish I made that piece of content. So I love brands that can entertain me. I'm gonna tell us why. Sure, yeah. So I'm a big fan of brands that choose to entertain you frequently. Like if there's something that's every day or maybe weekly, I'm not a big fan of brands that only wake up, let's say once in a quarter, do one campaign and they move on, right? And I think a good example of brands that do that will come from sports, right? Because, you know, while sports is very seasonal, they may, I mean, let's say, Rajasthan Rawls is the brand that I want to talk about, they may be very relevant during IPL, right? But outside of IPL, they also need, you know, reasons for someone to actually come back to them. And the reason I like what they do is because, you know, they're able to create a robust content calendar that goes beyond IPL and is able to perhaps also circumvent a lot of challenges that can come, right? You may think that a sports team has access to players 24-7, that's absolutely not true, right? And there will be a lot of, lots of other challenges, you know, based on whether your team performs, doesn't perform. So the way a sports team is perhaps able to, you know, still trap you, keep you hooked, irrespective of how well they're performing, right? Because let's face it, Arar, I don't think it's, you know, one in a long time, right? But it is one of the most well-loved sports teams in the world, right? And the way they're able to do that, right, is through constant fan engagement, is through ensuring that there is a very loyal base that will keep coming back to this page, irrespective of what happens on the ground, irrespective of who, which player has said what, or, you know, whatever other news may be circulating, I think they get it right every time. And there's a lot of learnings that, you know, perhaps we can take from sports brands and apply it onto other brands that are interested in sports. And we've done that actually with brands like Aether, Aether's one of our brands, you know, which recently partnered with Gujarat Titans. There was so much that we learned from what we did on Arar that we put into a partnership over there because we were able to perhaps use, you know, if you have taken up a sponsorship, you get certain entitlements, right? You'll get three hours with the player and those three hours with the player will perhaps go like that, right? And you've practically shot nothing. So it's learnings from how they were able to use those three hours, right? That made a lot of sensors because we got a lot of amazing, funny, scripted content featuring comedians, which otherwise would not have been possible. So I love brands that can do that, you know, brands that are active throughout and don't just wake up on a certain day. And I think Arar Rajasthanaral is a good example of something like that. And you guys, Aether did a pretty cool Metaverse experience as well for the IPL this year. Yes, yes, yes. In fact, we have a lot of entries in the evening. I'm very excited. Amazing. We did that Metaverse experience. Karthik, you see a lot of content as well. So a couple of examples from your end. What kind of examples? Of content that's jumped off the page, content that you said, I wish I had made this piece of content. And why? We did actually make the piece of content for Mondeli's, you know, I think the one that we did for Bivali and again, it goes back to what I was saying earlier, like what really worked in that was at a mass scale, if we're able to personalize content like that, of course, we used technologies like deepfake. So that really, really works. I'm also a huge fan of, you know, internationally, what brands like Tide do, which is take something that is on television and make that an experience. I like the, you know, I'm talking about it, it's a Tide ad commercial. If you haven't seen it, it's a great case study. So to make television an experience, there's really a challenges in it. Otherwise it becomes this static thing that you watch once in a while and then you sort of move away from that. But to make that an experience, to bring that to life on digital and even to on-ground, I thought that was fascinating. I'm sure I'll think of more. So two things to bookmark over there, very interesting, right? You spoke about aided content. Aided content is A-I-D-E-D content as in aided with artificial intelligence, aided with machine learning. We're going to come back to that. And you spoke about cross media content as well, picking up a television asset and having fun with it on digital. This was a formula that we all had to do seven, eight years ago when we didn't have budgets, which we're going to come back to very quickly to decode budgets on digital. But now of course, if you have the ability and the flexibility to build differently for different mediums, how do you retain that authenticity and that consistency across mediums? And that's a great bookmark, Karthik. Sidhwan, I'm going to come back to Karthik's first point. He spoke about aided content. He spoke about using tools today. There's Java, it's copy AI, rephrase, bunch of stuff that gives you so much technology to create dynamic content. Now I would imagine in a rich ecosystem like yours that creates immense opportunities to be able to dynamically manufacture this content for a variety of different purposes. Coming back to what you spoke about, I had bookmarked real world influencers and I know you guys have done some superb work. Why don't you tell us about that? Yeah, so this is an example which we had done using artificial intelligence and machine learning. So answering two things. One is how without asking for a media plan, how do you organically make something actually create the impact? And the other one is how do you actually have actual real world impact creators as the influencer? So what we had actually done was we partnered with CSK as principal sponsors last year. So what we got was we had a chance to actually record one of the superstars and we had a one hour session with them where we actually created an avatar out of the superstar. And then what we did was we were able to make customized ads for 30,000 of our retail and mechanic partners customized for each one of them. And we had done this in about four or five languages. English, Hindi, Tamil, Malayalam, Bengali. So we had done in a variety of languages. So it became their own piece of ad. And we were very clear. So we did not endorse our brand or our product. So most of our retailer are actually multi-brand, multi-product retailers. So it was an ad for them where the superstar tells them that if you want these products, you go to this person's shop. So this actually at the bottom of the funnel helped us activate 20% of the inactive counters and also from the retailers and the mechanic partners perspective, they felt very excited and happy about the whole thing. So I think from a brand perspective and from a bottom of the funnel perspective, I think it helped us a lot and we didn't spend a single buck on media promotions. It just happened organically. Lovely, I think this is the third time for the audience's bookmark. Rupak brought it up the first time. Sid II brought it up. Sid III brought it up the second time. And Sid I, we spoke about the role of programming, right? I think Rupak spent a lot of time on that. And then Sid III spoke about the Bollywood show that they made, which obviously had a few popular faces. And now Sid once spoke about the partnership with CSK, which obviously had a popular face as well. And thanks for that, Sid. You also spoke about without spending any money, you were on paid media, you were able to activate 20% of unactivated offline channels. And we're going to come back to metrics, right? But Anjita, I want to tag you into this conversation here because of course, when you throw star power into a video, it's got to shine, right? You put CSK superstar and no prizes for guessing who that could have been. And you put Bollywood actors, you know, Sid III and you know, obviously these videos are going to shine. But when you don't have the flexibility of using these large scale celebrities and you need to be more nimble, you need to be more agile, you have to get faces or personalities that are closer to the ground that will appeal to people on a slightly more realistic basis, right? And I know that you guys do a lot of work with micro, nano on the ground that will create large scale content which may not necessarily be supplemented with technology as Sid one just spoke to us, but supplemented with create audience connect. Why don't you tell us about some of the work that you're doing with micro, nano to get this create audience connect and wide distribution at the same time? Yeah. So I think at only we always say that we help you find your Mr. India. So that is not some celebrity. That is not some influencer who's become a celebrity, but it is that one influencer who's sitting in probably some place in Kerala which you might not even know of. But when this person talks about your product, your product will definitely get thrown because of the factor of the resignation. So we did this one campaign called Dabba Maddo and this was a campaign during Raksha Bandhan and we actually broke the norms of actually gifting by gifting your fashion, personal care. We rather focused on gifting a DMAT account. We rather focused on gifting a course by Udumi. We rather focused on gifting a bank account, SIP and these products which did not sell during Raksha Bandhan. So 32% hike in their sales without any celebrities. So we tapped around 500 micro influencers from various regions like Gujarat, South Kerala and even up in East and these influencers actually did the talking and they actually resonated with it. Yes, why should we give something that is perishable? Let's give something that will last long and something that the person will remember you for life. Okay, I started investing because my brother gave me a DMAT account and that became a conversation starter. Once you have a conversation starter between your families and you discuss that, that is a campaign I generally resonate with. I want to sit down with a campaign and talk to my father about it. Why don't we do that in our family? When you do that, I think that's a campaign idea I would want to resonate with rather than me superstar campaign. And at only we have 2.5 lakh plus influencers and these are all nano small micro influencers. We have housewives from Kerala. We have a housewives from Gujarat who make the vlogs but the kind of conversion, the kind of loyalty that the audience has even one subscribe unsubscribe to them is a big pain. They actually come back to us and tell us that, ma'am, you know, this content is not working. Should we tell the brand and work on this content that will work out better for the brand also and audience will resonate as well. So yeah, I would always want to tell brand that it should be open to ideas because every content is different. Every creator is different. You don't know what the creator's audience is wanting to listen to and nobody, not me, not you. It's the creator who knows the audience best. You know, you said that so matter of factly, Ankita as if like everyone knows this but thank you for those valuable insights. And what I really liked about what you said right now is that, you know, when you're trying to activate an audience in Kerala, you're bringing micro influencers from Kerala that people relate to. And in all likelihood, they're not the influencers from three and four years ago, pre-pandemic who are speaking English, right? If you bring influencers from the South, they're gonna speak in regional languages. And you see all languages, right? From Malayalam to Tamil, having exploded in terms of their content creation abilities, creators gaining mass populace, you know, on the various different platforms. Karthik, can you throw some light on how regional content has now started overtaking this homogenous old world advertising English medium that we knew 15 years ago? There are many examples. For example, I don't know how many in the audience know that the most listened to podcast today in the country is actually in a South Indian language, right? And some of the engagement rates that you're seeing there is not just South, Southeast, Marathi, some of the creators and Ankita will know this really well. Some of the engagement that you see with a very small subgroup, a small language, a small region, et cetera, is the engagement percentage is just amazing. In fact, in regional content, another thing that we're seeing is also that while engagement with brand handles or non-social media has come down drastically, you look at interest groups, right? The place interest groups for like technology or cooking or home improvement or beauty for that matter, beauty is just through the group. There a lot of the content is regional in nature and some of the engagements you see there is just phenomenal, right? So very clearly today, these are bubbles sitting here in Bombay, in Santa Cruz, we really don't know about it. So it's important for data to sort of show you the way in terms of what's going on and then sort of penetrate and infiltrate these communities. You know, that's really interesting because you said how to as a category and how to is actually the second largest search term on YouTube, right? For a fact, and Rupa, kind of you guys have also now branched out into creating a lot of how-to content, explainer content, small pieces of content that actually influence the consideration side on the buy side, whether it's on commerce, D2C, so on and so forth. So can you talk about how this small snackable content that's called A-plus content or how-to content really impacts consideration in the buying cycle? Oh, tremendously. I think in my other company, Jack in the Box, where we work with a lot of clients to do various things in the digital space, but in particular, one of the areas of focus over the past three to four years has been on e-com content specifically, right? So we work with Unilever, for example, to create all the content for their specific e-com pages on Amazon and other platforms, for example. And video, in particular, and the evolutionary curve of how this has been impacting the consumer journey and consumer decisions is the evolution is tremendous over the past four or five years, especially, you know, you can see how, you know, little tweaks. And as you all probably know, Amazon doesn't give you specific data on consumers, obviously, but there is this fair amount of insights that you can glean from overall consumer behavior, and we feed that into what we do and make those specific iterative changes on a regular basis, two videos, for example. And it's phenomenally interesting to see how one little tweak can make such a difference on buying, let's say, I don't know, Lipton Green tea bags, for example, just by changing one word or one sort of change, and you don't even realize it. So it's really a great example of real-time understanding of feeding back into the loop and iterating from there, especially because these videos are not really high production or, you know, sometimes they have a concept behind it, sometimes it's really functional and how-to in that respect. So it does work and it actually has a direct impact on that last stage of the funnel, which is the same. Well, we're at time. Sit 2, concluding remarks from you. 5G is around the corner. We're here to talk about 5G today. Gaming is going to go through the roof as our streaming will go through the roof. We spoke about hyper-personalization around the corner. There's an advent of technology and automation that's going to penetrate this video industry. Your thoughts concluding remarks on behalf of the entire panel. I think the one thing that I'm excited most about 5G when it comes to video is gaming livestreams. I'm a gamer myself, right? And I don't think it's going to impact anything else as much as gaming because, you know, you do need a very, very high bandwidth. Otherwise, you know, you're basically looking at pixels. And the thing I love about gaming livestreams is that it's not just about the game anymore, right? Like people come with their own passion projects. Someone may be taking an interview while playing chess. Someone may be talking about life or politics while playing a game like Among Us. And if you're able to use, I think what 5G will allow us to do is turn gaming into a platform which is far bigger than just gaming and get more people into the mix, right? Because so far, I think gaming, you know, as a gamer, I can tell you that, you know, we've been asked a lot of questions. If you're a gamer, you're almost 14 now. Why are you still gaming, right? And there is that certain stigma. But I think with stuff like this, with livestreams becoming really popular, you would expect everyone to look at gaming as a much, much bigger place, right? You have coffee with current where you're just having coffee and you're talking about life. You can do the same over gaming. And I think if 5G can democratize that, then nothing like it. That's one thing that I am very excited about, looking forward to it. Yeah, thank you. If I can just add to that, not as a non-gamer, but the parent of two gamers, I actually see that and over, through the pandemic, my entire impression of that changed. And I think the killer app and the killer combination here is 5G with gaming engines that you have. And that really changed the game for not just gaming, everything around it. That's all. Well, thank you, panelists. It's been a lovely 40 minutes. Thank you, audience. We hope you were able to shed some wisdom and entertain you in the process. Back to you. Ladies and gentlemen, let's give them a warm round of applause. What an excellent panel. Well, to felicitate our entire panel, if I could have the honor of calling upon the CEO and co-founder of P-Serve, Deepak Khurana on the stage. Deepak, we'd request to do the honors of felicitating all our panelists. Thank you once again to each and every one of you for being a part of it. Let the applause continue. Thank you, Siddhan. Rupak, Siddharth, thank you so much. Thank you, Ankita. Thank you, Siddharth, Kartik, and of course, at the end, Mr. Savir Bajaj. So with this, we'd request you to please come together in the center. Of course, Deepak, if you could join them for a group photograph. Ladies and gentlemen, the hashtag stringage moment right there. Let's keep applauding the entire panel. Thank you so much. So as the bus continues, and we can see a lot of traction on social media with regards to the content coming out, it is time for me to move ahead to the next discussion. With the stage being set up for a standalone session, we're talking about our next session being Meet the Screenagers, and that's gonna be by the Chief Marketing Officer of OPPO India, Mr. Dhamman Singh Kanoria. Somebody who's got over two decades in the brand marketing space and the first six years being spent at ad agency, and most recently, he's taken over as the Chief Marketing Officer of OPPO India. Let's give him a warm round of applause, ladies and gentlemen. A great brand, and I'm sure Dhamman, gonna be doing an excellent job leading the same. Could we do a mic check for him? Can you hear me? A little louder, yeah. Perfect. Yeah, now, I mean for them, what would you do? Next slide, please. Okay. So if you think about just the context of what these young people are living through, right? India is invincible, right? Forever, you know, this has been the promise of India. I remember I was just out of college and we were one of the four nations that was supposed to really lead the world into the next century. It's not kind of panned out that way quite the way we expected it to. But, you know, we're in a situation today where India is the world's third largest economy. We're the fastest growing large economy. And you think of all of the things that are happening geopolitically, we still felt optimistic as a country about what the future holds for us. We're third on the startup nations index and we've produced billionaires by the hundreds now, right? So it's a really, really interesting and promising time to be young in India. And if you think about just the digital ecosystem, I don't need to talk to you guys about that, but just to flash your slides so that you guys understand I've done a little bit of homework on this. If you think about just the scale of what the digital audience in India represents, we talk about more than 170 million users on the internet and they're spending in excess of seven hours, right? And as we think about these screen ages, I also felt, so just keep moving, yeah. I also felt the term screen ages was a little inappropriate. It was a term I first heard when I was working in Adidas in 2005. And our CEO in Adidas back in the day used to describe us as digital versions, right? So a term which was literally 17 years back and used to describe people like myself doesn't seem as appropriate for a generation that's literally born in the digital age. And so as I kind of went through a bit of research, you know, I bumped into this word called true gen. It's not a new word. It's something that was used by Hemingway back in the first world war. And it represents really meaningful intelligence vis-a-vis gossip, vis-a-vis hearsay. And I think if you look at what the true gen really represent, it seems to be a very appropriate description of what this generation of youngsters is really about. So yeah, so we say hello to true gen and I'm gonna share with you a few or my take on what true gen really represents. You know, the fact that youth really influence in deep ways, society, culture, politics in deep ways is not new. It's happened generation after generation. So what really makes these youngsters different? Why are they being called true gen when our generations were called X, Y and whatever? It's because what they have in their hands is the power of the internet. You know, as a kid, my biggest dream as a school kid was to buy the 24 set encyclopedia. That was my ultimate dream. That kind of knowledge is today available on the palm of your hands. And to kind of have access to that information, that knowledge is what really transforms how these young kids behave and interact with the world around them. So what I have for you in the next 11 minutes now is what I feel are the five distinct features of how this generation behave. And the first one is they're obviously hypercognitive. Just to call out over here, I've borrowed heavily from an Instagram handler for young artists. I've given her credit. She doesn't know I'm using her pictures, but there are some really, really amazing pieces of art that really describe her generation in such a beautiful way. So the first thing is really they're hypercognitive. They kind of are getting information from all kinds of sources. And imagine you being a young kid, having to deal with all kinds of inputs in terms of how society is evolving and changing, pressures, peer pressure, parental pressure, education, career. And so these guys are essentially dealing with a whole lot of information and kind of churning it in their minds real time. The other one which is really unique is their identity nomads. I think when you look at the previous generations, you're kind of stuck to a set definition of what you stood for or what you wanted to be or what you think or what you thought you were kind of pursuing. What's unique about the younger generation today or this generation today is they kind of experiment with their identities. They might be students in the morning, but they go out for a meal. Suddenly they're an influencer. Their influence base might only be a few hundred people, but they're suddenly becoming photographers. Move to the evening, they might be pursuing music or whatever. So they're basically kind of really experimenting with what the true best versions of themselves is. And that makes them really interesting because brands then can kind of really talk to them and relate to them in many different ways. The third thing, and I just have a couple of, so if you just go down a slide, if you just kind of look at the scale of what this has meant, I've just got one example to kind of share with you guys. If you just look at the scale of the creative community today, there are over 240,000 content creators. I believe there are about 40,000 content creators in India who have more than 100,000 followers. They're delivering 5.2 billion unique video views in a month, right? And the scale of this creator economy is about 6,800 crores. So if you think about it, this is no longer a side hustle. This is really mainstream and this is deeply impacting the way young kids, of course, are buying and shopping, but also about how cultures begin to influence in deep ways. If you move on, this is a generation to use a term that they use. This is also a generation that's woke. And what that really means is they have a very powerful point of view. And this point of view is something that they aren't shy from sharing. Where they share this could be from WhatsApp, to Twitter, to Instagram, wherever it might be, but this is a generation that's ready to offend, if that's what it means. So they aren't really shy of expressing themselves, but what's really important is, this isn't just about making someone feel offended or whatever, this is about expressing a point of view in a very powerful way. If you again go back a few decades, when there was a coup in a country, in a banana republic, the way the army would take over the countries, they would go to the TV station, they would take over the radio stations, and that's what represented power. If you look at what the current generation's got, you have a thought, you have a point of view, you just open an app and you put it out there, and you suddenly have a bunch of like-minded people really kind of coming together. And the way this has kind of shown up is of course, them taking to the streets. And again, I haven't put pictures that are kind of politically motivated because I kind of wanted to kind of keep away from having a political leaning in this conversation, but think of all of the things that have happened in the last three or four years. You know, I, back in 2019, when there were a few questionable decisions that's kind of been put out in the world, I was so glad that we had the young people of our country taking the streets to express a point of view and standing behind what they believed to be true. So it's really an amazing generation from that standpoint, point of view. Moving on, it's also uniquely a generation that's self-immersed, self-obsessive, that isn't shy from kind of spending money on themselves and kind of expressing their individuality. And one of the very unique ways in which this kind of shows up is this notion of sneaker culture, right? I worked in Adidas and I remember back in 2015, when we started launching the Yeezy's in India, they used to cost 23,000 rupees a pop. And I remember you got seven pairs down in India that year, in that year, because I couldn't believe there would be more than seven, maybe eight people who'd spent 23,000 rupees on a pair of shoes. But you cut to today, in 2020 to the website, the Adidas website literally crashes every time there's a Yeezy release because there are kids chasing this product, right? So it's really an amazing transformation of kids really wanting to kind of spend on either borrowing an identity or just kind of backing themselves to being who they are. Moving on, so if you go to the next slide please, yeah. And so what all of this kind of theory has meant is this is also a generation that's extremely anxious. Now, if you think about it, they're worried about their careers, they're worried about peer pressure. This is also a generation that is pursuing success in many different ways. This whole notion of being woke, this whole notion of being in touch with who you are puts a tremendous amount of pressure on young minds. And again, being an individual, we don't really kind of spend too much time on thinking about anxiety or depression, et cetera. But this is also a generation that puts an extreme amount of pressure on themselves in representing their true selves to the world around them. And imagine like every picture that you put out is literally asking for a judgment on how you think and how you feel and how you dress up. So this is also a generation that's extremely anxious and you'll see how that kind of resolved itself for a period of time, but this is something which is very, very real as well. So what does this really mean? I mean, all of you guys are marketers here and you've not come here to kind of listen to me talk about something which you can Google. But really, I think I wanted to kind of share my perspective on what this means to brands and how did this play out? So if you look at it, you know, one of the big challenges I think for our time now is we've all lend lean very heavily on digital media in the last few years. And I think there's increasingly a sense of frustration with how digital media and just digital platforms behave and kind of the news that they put out. And this is something from, no, no, just stay on that slide, sir. And this is something from the MTV Atman Nirbhar study earlier last year. And it really tells you about the overall decline in interest and trust on digital platforms. And that's worrying because maybe at a level, what this means is young people are moving away from social platforms away, we moved away from news channels, right? So it's an interesting challenge for all of us to really wrap our arms around and wrestle to the ground because this could again kind of, you know, put a very powerful medium, really low in the pecking order of trust moving on. And so this is what it eventually translates into. People are putting up ad blockers, they're kind of, you know, putting that basically putting a palm out saying, no, no, this is advertising, don't talk to me like this, I'm not silly, I'm not foolish, I'm not gonna believe every single thing that you tell me. And so what this kind of translates into then, so you'll have to just go a little faster, yeah. So what they really want, right? And I think the one line summary of the slide really is they want authenticity from brands. What they want is a believable storyline. What they want is not advertising, but for brands to live what they say, right? And so as things kind of evolve, as the role of media evolves, and I think the people who are on this panel just before me spoke about the role that influences will increasingly pay. I think it's important for us to also evolve in the way we kind of relate to the true gen. So what is this true gen really about? I mean, they are relying ever increasingly on content which is broadcast on OTT platform. I don't know how many of you are from the OTT platform world, but that really is the go-to destination for young kids, right? It's the reason because it's believable, they trust creators, and it's a point of view that they feel is not being pushed to them, but it's being kind of being more relatively told. So what exactly is the marketing imperative? I'm going to hurry through because there's three minutes for my session. But so what's the imperative for us from a marketing standpoint? I think the number one is draw them in. Stop annoying them with content that they don't want to kind of see. Create stuff which is interesting. Create magical work that they kind of really kind of lean into. Collaborate with like-minded brands, with like-minded influencers, with like-minded initiatives so that they can relate to your brand stories. Third would be to kind of simply tap into the passion that's the oldest formula in the marketing playbook, but one which is increasingly as relevant as anything else. And lastly, always be authentic. Be true to what you stand for and live that promise consistently. I have a few examples of brands that do this really, really well. And pardon me for kind of boring examples from brands that I've worked in the past, but it's baggage that you carry throughout your life, right? The first example is Adidas Pali. I don't know if you guys have heard of this, but the younger generation cares deeply about the environment, cares deeply about climate change, cares deeply about environmental issues. And what Adidas has done is brilliant, amazing, and just so right. They actually use ocean plastic to create products. And this is action which is not just about advertising, what they also do is, and this is the next picture is actually from Bombay. They actually work with local NGOs in cleaning up beaches. So you not only have like a macro view of saying, we're going to create products with plastic. It just doesn't end there. The brand also locally works in making a difference culturally locally, right? And the plastic that they kind of get from these beaches is shunted to a factory that recreates this plastic into fabrics, which is then kind of created into a parallel, which you guys then buy. So an amazing end to end storyline that Adidas does. The next example is actually a brand that deeply resonates with me. It's not in India yet, but the brand is Patagonia. And they actually actively encourage you not to buy their products. And it's not to say that you shouldn't buy their products. It's more about do not buy a Patagonia product if you already have one. Don't fall for this storyline of you need something new just because it's a new year. It's about if you can, if you have something from Patagonia and if you can repair it, we actually have a corner in our store. You can fix your zippers in your jackets. You can fix the show that you bought with us. We don't want you to buy more. We want you to live sustainably. And the last example is from OPPO. I worked there. And I think this example is simply about how can we as a tech company give back to the environment? And so our tech team, our engineering teams been really working hard in bringing together a proposition that not only makes sense from a product KSP or USP standpoint, where instead of the usual 800 charging cycles that most smartphones live up to, we actually build products that answer to a 1600 charge cycle expectation. And so what that translates into is your phone battery is going to be good as new for four years. And that is a small step that we as OPPO have taken in kind of making sure that we as a brand live in a sustainable way and kind of practice what I'm preaching here. So yeah, that's that. I am in time. Anything that you don't want to kind of talk about, we have 60 seconds. Any questions? Can go to the last slide. I've put a nice looking logo there. No? All right, cool. Thank you, sir. Thank you. Well, that saves it all. Yeah, OK. Thank you. Thanks. So with this Damian, we just request you to please stay back if you could. Just just for a moment, we'd love to felicitate you. And for the one who initiated the compliment, I'd request the CEO and co-founder, we serve Deepak Khurana, if you could just join us on the stage and probably compliment in person as well on the stage on that. Let's give them both a warm round of applause and following for him. Absolutely. Vote for Damian. Nobody excellent presentation right there. Thank you so much, Damian. Then thank you so much, Deepak on that. Thank you. So with this, we're moving to yet another great topic. We're talking about AI in marketing, the pros and cons. Next up, we're joined by somebody who's ranked amongst the top 50 of Fortune India's most powerful women in business three times in a row from 2017 to 2019. She's also been bestowed with the most influential women by the Business World magazine with a prestigious award for her CA business leader, Women 2017. A woman with a lot of accolades, but more importantly, with a great experience. Ladies and gentlemen, the managing director and chief executive officer in their first life insurance, Vishakha R.M. Hi, Vishakha. Great to have you. What would you like to do? I thought maybe I can mic this fine. Hi, good evening. I really don't know what I'm doing in a group full of marketeers because I think the CEOs probably are the worst enemies of marketeers, so tells my CMO to me. So this is, and then on top of it, a CEO with zero background in marketing who looks at everything in marketing and says, what's up, TK, but please tell me what's the value you're going to get from this. So what I'm trying to do here is I'm not being a tech expert. I'm not being a marketing expert. I'm actually trying to give a CEO perspective to a room full of people who will probably listen to me without frustration because I'm not impacting your budgets. I'm not approving your proposals or otherwise. I wanted to bring to focus some of the incidents that are some of the experiences that we're having in terms of using AI in marketing. And I think people have been talking about mobile marketing, expertise, data crunching, analytics, third-party data, first-party data. I think all of you are the experts. So I'm not even going to go touch that area because you know best what all that is about. But what I do really want to talk about is look at it from the perspective of the CEO who's actually signing off the budgets. I just wanted you to step back and see whether there's any way you will be in a position to address that particular objective. Look at it from personal opinions. At a personal level, I think AI is fascinating. As somebody who started working in a, and yes, I'm not all that ancient, but I did start working in a pre-digital era. We actually had ledgers. Any of you know what ledgers are? Seen them in some Google search somewhere. But yes, we used to actually work with physical ledgers in banks with ways to have notes when you had to do a consolidated balance sheet. It meant taking such a huge paper with columns and plotting numbers and totaling them, okay? So that was the era I started from. So looking at the way digitalization has moved, computerization has moved, technology has moved, has been fascinating because I didn't take anything for granted. Unlike all of you, and unlike some of the people who were born into digital, and what was it that he called them? The previous presenter. What did he call that? Trujan, Trujan. Unlike the Trujan people who probably take a lot for granted. I take nothing for granted because I actually know what it was like to have nothing. What it was like to have to coordinate with your boyfriend before you leave your house, before he leaves his house because you only had landlines. What it was like to miss a bus and then figure out whether he's going to be waiting for me or am I going to be reaching there without him sitting at standing at the bus stop for me? So we're talking about, so I take nothing for granted and I'm extremely appreciative and I'm as fascinated with AI like a child is with a toy. Having said which, you have to put on your pragmatic hat, right? And then you put on and say, okay, all this is fine, but how are you going to be getting any results? What are we seeing? What are we seeing in terms of the way AI models, so-called AI models are being implemented? And I want to really differentiate here between what we're calling as data modeling and which has got nothing to do with AI. It's got everything to do with an ability to define the tree to the last mile possible and as detailed as you can make a tree, that detail is the app that gets generated. It is not AI. You can put in machine learning there on top of it and then the machine learning is a whole different ballgame altogether. Are we really using AI models which are interactive in a real time? Is a big question mark that I've got. Are we actually spinning off just data models that are built on logic and tree as AI? I see more and more of data models being spun off as AI and not real AI. Real AI, I think, you don't have, if you really look at it, and again, I'm telling you, this is not a tech view, this is not a marketing view. This is somebody who's looking at the ROI, somebody who's looking at what is the bank for the buck that you're getting and that perspective. And then I'm giving you that perspective and I say, okay, I've got this whole bunch of rules and then you define it and then you have some more. We're talking today of, on one hand, hyper-postalization, where we say the 50 people in the room, each of you have got a different preference. You may be of the same age group, but you'll have different things. And then we go and put an entire Trojan community and say all Trojan is gonna behave like this. No digs at you, but I'm just trying to figure out how is this entire dichotomy being managed and that's where I genuinely believe AI is a solution where you can actually interact with the individual, see and categorize them into their own unique segment. There is no group that you're categorizing them into. I mean, data just does not mean that if you had an earlier classification in marketing which is probably broad at three levels, then it's became nine levels, then become 18 levels, now it's become 300 levels because you can model that much. I don't think so. The moment you're categorizing anybody into a model, honestly, that's not AI. AI is about the ability to personalize at that individual level that you're talking about. What's the big other concern that I have when you're talking about technology and marketing? Look at the two groups, right? Look at all your data scientists. How many data scientists in this room? No. How many marketing people in this room? The whole bunch of you. Because you're social. Because marketers like talking and meeting people and interacting, they find human behavior fascinating. They like exploring the emotions that go into it. I mean, they can create a huge difference between Pepsi and Coke, but at financial services, we struggle to create the difference between a participating and a non-participating product and I bet none of you here know it. I just wanna bet. Oh, you know it? Is there anybody here who understood what I said when I said power products and non-power products? No, so I just won the bet. So I'm just telling you, these are two broad segments of life insurance products that are available in this country from time immemorial, okay? And they're completely distinct from each other, totally different, but we won't be able to create the distinction, but we can create the distinction between Pepsi and Coke. Because you're not selling on facts, you're selling on emotion, am I right? Now turn it around to data scientists. What are data scientists doing? They're only crunching data. They're only crunching data and crunching data and then going around giving you prediction. The more data they have, the more prediction they can give you. The more prediction they give you, the more precision they give you. And the more precise they are, that means it enables granularity. It enables that all of you as marketeers can decide whether customer A is charged differently from customer B, whether a green color suit is charged differently from a dark blue suit and so on and so forth. I am told and you all must be already aware of this that the entire Uber pricing is on AI, right? It's all on the base of data analytics, not AI. Sorry, I take back my word. It's all on the base of data. Now if data scientists are doing this level of change, are marketeers geared up to really move with that level of detail? Are you in a position to change every communication point, every single way you talk to the customer on the basis of this granularity of data that you're getting, are you able to say, are you able to then tone your messages on the basis of the fact that a 25-year-old in Calcutta at 10 a.m. will respond like this versus a 25-year-old in Bombay at 11 a.m. will respond like this. And can you change your communication? Because that's what data scientists are giving you. Data scientists are giving you that last mile of granularity. But I don't see marketing being able to really gear up like that. I don't see product being able to gear up like that or pricing gear up like that. And then I wonder, are we trying to put the cart before the horse because do we even have the capability to really take so much of data analytics, so much of insights and do something different with it? Or are we taking all of that and then dumping them into two or three broad segments that we understand? So that's a big question for me when we're talking about because none of these are cheap. Data science modeling is not cheap. And if you get it wrong, the cost of misalignment is very high. So you need to make sure that you got it right before you deploy it. And then after you deploy it, the ability to communicate back to the data scientists, every single movement of the customer so that they can then make corrections in their modeling and redeploy it. And then you again test it out and then you send it back again. And both of you are so different. Data scientists are so different from market years. I do you guys even have a common language? You know, we're talking about, I come from the financial services. I work in life insurance and I've been in insurance from 87. So insurance is something I breathe. And I feel insurance is so alive. I haven't found a marketer who's able to create differentiation in insurance between the 24 companies. You can pick any ad of any company, take out the name and it could be anything. You could replace it. Right? That's how, what do I say? Non-creative products are so challenging for marketer to create anything different, right? So I said, all right, you know what, forget it. We're not going to use marketing. We're going to try and do AI modeling now because individuals can appreciate it. You know, there's somebody, there's a young mother who's going and buying stuff from first cry. She will definitely be open to thinking about what if, you know, are you guaranteeing your certainties? You know, you are going to live and your child is going to grow. Are you planning for your child? She'll be open to it. So I'm going to go talk to her. But do you even know that every young mother wants to talk to you? No, there are probably a lot of young mothers who are like, please, can I just manage my baby and me and my postpartum depression, please? I don't want anything else right now to be discussed about. How are you going to get those nuances? And that can come through with a lot of data tracking and data analysis, for sure. And the misalignment, the communication between both the technology team and the marketing team, I think that's something that I really want to draw attention on. If all of you are planning to work on a lot of data, please make sure that you find a fantastic two-way communication with your technology team and your data scientists, because if you don't have that, you can come back and visit me, but I quite guarantee you that none of your models are going to be successful because the amount of feedback that's required to tune those modeling is not a joke. The last three minutes, so I'm going to talk about one more since I heard the earlier panel and I was hoping really to hear the other panel also, which was supposed to be a complete tech team, right? And I thought I'll hear this marketing panel. My big concern in the way people are brand marketing today is I don't think we are measuring the dissonance. All of you today probably have measurements of the effectiveness of your models, right? Right? You know the measure of measurement through clicks. You probably do it as a social media to hear customer voice. You're probably doing the mobile on track. You're doing the measurement using user engagement. How many people are actually, you know what you showed beautifully in your slide? Are just blocking out videos. They're not looking at ads. They're just moving on. And how many of people are just allowing it to go on? Are your, how many of you have been chased literally after you've gone to a website? Yeah, all of us, right? We just get chased and I'm like, oh my God, this guy is wasting his time and his money. Why is this brand wasting their money? I just went and bought five pairs of dresses. I am not buying right now. Why are you sending me new dresses every hour of the day after I have bought five dresses? And when I see this kind of marketing efforts going on and I experienced them as a user and then I come back and put on my CEO hat and say, I don't want to do this because I don't think I'm unique. I think I'm the norm. I think if I don't like it, I think a lot of people won't like it. And if this is what mobile marketing is all about and this is how data is being used, this is how first-person data. That first, that website had first-person data. I mean, in this world of data privacy, do we even know how valuable first-person data is? And you're taking that valuable first-person data and converting someone who was your brand ambassador into someone who is never wanting to come back to your website again. And there is no measurement of this at all because there's no way anybody is tracking how people are reacting to this constant following. There's a word for it, I'm forgetting the word, but it's that whole retargeting, right? How are people reacting to the retargeting? And there's no measurement of that at all happening today. So I think with this, I will close my speech. I hope I left a lot of questions in your mind. As I said, I'm like a child with a new toy as far as AI is concerned, but when I put on my pragmatic hat and I don't see the benefits as yet, I think there's a lot more work that marketing teams and tech teams have to do together for AI in marketing to be a reality. Thank you very much. So firstly, a brilliant discussion right there. If I could request, Mishaka, if you could please join us. I know you've already stepped down, but I'd like to have the honor of inviting you once again on the stage. And of course, if I could have Webha Vudekar, the co-founder and CEO of Pocket to kindly join us and help us in felicitating. Ladies and gentlemen, our iconic lady right there. Let's give her a warm round of applause, Mishaka. Thank you so much for the excellence you've endowed us on the stage today and the forum. Thank you. With this, at the fifth edition of ScreenAge 2022, ladies and gentlemen, we are moving ahead to our technology panel. Leveraging Mobile Technology for Marketing. A great topic right there. I'd like to introduce our panelists. Of course, we'd request our team if we could get the stage ready at the earliest so that we can have them all on the stage. Joining us on this panel is gonna be Naveen Morally, the VP Head of Marketing, Pepper Frye. We have Sonam Pradhan, the Head Integrated Media and Advertising, Mahindra and Mahindra Automotive Division. We're gonna have Vidya Hangal, the Consumer Digital Lead of Modely's India. We're gonna have Vishal Singh, India GM and Global Marketing Head, Mokha Technology. We'll have Shetanshu Dixit Lead, Digital Communication, Pernod Record. We're gonna have Webha Vudekar, the co-founder and CEO of Pocket. And of course, the session chair was gonna be moderating this entire conversation. We're related to have the Head of Mobile and Emerging Tech Group M, Neeraj Ruparel. So just allow us a couple of minutes. I don't wanna be rude by calling our panelists on the stage when the stage is not ready. So just allow us a moment on that while as we get them to be on the stage. Meanwhile, Sarjan, if we could have A.B. Thank you. And ladies and gentlemen, keep tweeting. We are the India's biggest mobile marketing conference and awards. Of course, the tweets are only gonna encourage the content. A name synonymous with the latest news about the advertising industry in India. The Exchange for Media Group set up in 2000 has the most credible media platforms covering the entire advertising, media and marketing domain with its highly acclaimed digital, print and on-ground assets. The group's flagship news portal, ExchangeForMedia.com reaches over 6,000,000 subscribers who are the first to receive breaking news in the industry. The buzzing website not only covers the news but goes beyond the obvious to bring in a fresh point of view. 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It is now my honor to call on our panelists one by one, first up, the VP head of marketing, Pepper Fry and Naveen Murally. Let's give them a warm round of applause. Come on Mumbai, you have to be louder than this. Such great dignitary, such great leaders, it's so tough to meet so many great leaders and one platform and I think, thank you so much Naveen on joining us on that. Well, the head integrated media and advertising Mahindra and Mahindra automotive division, Sonam Pradhan. Let's give our lady a warm round of applause. Thank you so much Sonam for joining us. Next up, the consumer digital lead model is India Vidya Hangal. Can we have a warm round of applause for Vidya? Thank you so much. With this, if I could have the India GM and global marketing head, Mokar technology Vishal Singh. Thank you Vishal for bringing in an excellent smile while you join us on the stage. The lead digital communications, Bernard Ricard, Shetan Shuddhikshit. Thank you so much Shetan Shuddhikshit for joining us. The co-founder and CEO of Pocket, Vairbha Vudekar. Vairbha, time to have you back on the stage. And someone who curates excellent and great discussions. Ladies and gentlemen, the head of mobile and emerging tech group, Mr. Neeraj Ruparel. Neeraj, I won't squeeze in any further time from you. I think let's have the conversation started. Thank you so much. You guys can hear me. All right, I think so screen is this year. And we guys were thinking what should be our topic because everyone's covering various disciplines and practices. And we said the technology interventions on mobile marketing are kind of all time high. So it requires us to stitch a panel and talk about all the technology stack that goes into creating a media plan these days, right? So mobile marketing clearly is a one billion story in India. I mean, absolutely anyone who's got mobile phone can be reached through various technology interventions. I still remember one of my early campaigns and I think all of us come in from SMS era. So Layskawa World Cup Jawa was one of the early campaigns where everything used to get stitched on short codes, right? People used to actually take a lot of efforts buy the pack, call on a number or maybe just SMS and keep participating on contest. From there we evolved and we started running campaigns on Apple's platform, SMS 2.0, which was more richer in that sense. And that's where Google RCS was being much talked about in that era. From there, I think I did my first campaign on IPL 2009 where we ran a campaign for SBI, which was a video ad on IPL inventory, right? And it used to buff us. So my client used to actually wait for the ads to load. And from there, now we are talking about the entire boom of app economy with the 4G era, which is what Vishal is gonna talk about. He's kicked about that topic. You can already see that smile on his face. And now we are moving into a 5G era where things are gonna be transformation, right? From someone who's created using site builders, I created my own site, nirajruparell.com ages back to me creating my own metahuman on Unreal now and the metahumans running keynotes. So you can already see a lot of technology stack which goes into creating these transformations, right? So in today's topic, we've got partners, platform players, marketers, we've done some phenomenal work in mobile marketing space using technology. So let me just give you a quick landscape of mobile marketing or mobile landscape of India. That'll set the context for us. Would that make sense? I mean, just a quick recap. Yeah, I saw five thumbs ups. That was equivalent to five. Okay. So super. So we're talking about one billion active sims in the Indian market. And we are seeing still record number of sims are on dumb phones, which is close to 300 million sims are still on dumb phones or feature phones, as we call it, right? Is technology playing a role and to address audiences out there? The answer is a big yes. So we create smart solutions for dumb phones where the user would stick to the regular dialing pattern of giving in a missed call. But now guess what? When the call comes back, the user can start talking to the phones. And that's, in fact, the big text like Google did a tweak in India where Google assistant on Vodapone was available for feature phones as well, right? And there are a lot of innovations which happened in that space. And there's a record number of smartphones which are making inroads in the tier two markets in rural India. There are an array of applications which are picking up in these markets. The usage of augmented reality is all time high. So it's been, the industry is being around for more than a decade or maybe two decades now, but the industry has only gotten shape in the last five years. And I would say augmented reality is really, really right. I mean, all our panelists here and all of them almost all of them would have a case on augmented reality, right? So it's so right. So we'll talk more about augmented reality. We'll talk more about AI in this session and synthetic AI and generative AI, which is what's gonna drive the transformation in times to come. The entire future of content marketing is gonna get driven by that, right? Now to begin with, we will spend some time and take up some use cases on the rural marketing side, how technology livers are being used in the feature phone segment and how are we engaging with an audience who are totally living on voice. They don't interact with any banner ads. They don't go to PlayStores and download fancy apps. They are the ones who are completely passive. People reach out to them or marketers reach out to them. They create advocates, they engage with them and how they do that. We will look at a fascinating example on Mondialese. We'll start with Vidya first and Mondialese, I mean, doesn't need any production, right? Mondialese this year has been like the brand of the year on this planet, the kind of work which Mondialese has been doing and India is pretty much leading the charge with all the canned glory which we got on not just a category ad, but would love you to take a use case on what have you done for the rural segment on feature phones. Yeah. Thanks, Neeraj. In fact, I think it's interesting that you bought the feature phone upfront because I think when we talk about mobile technology, there is a tendency to get very enamored by the tech that's available. But at the end of the day, as marketers, what's important for us is how does the technology serve a brand or a business objective, which is rooted in insight. So the case I want to talk about really is the work that we did on brand Bonvita around COVID times, where we knew that there is a conversation around immunity. Parents were concerned about immunity levels for the children and how could brand Bonvita play a role there, both by providing information as well as partnering. And in markets, which is Bihar, where there is the penetration of media itself is not very high. And the fact that feature phones were likely said the number of people on the market is far higher. What we essentially did was we used the feature phone to sort of reach out to folks who had consented to receiving communication, the tri-database. And we sort of sent a piece of comms to them saying, which is just a message saying, would you like to know more about immunity? And if yes, we can reach out to you. And a lot of people who consented, we had a celebrity call them back. So while the celebrity message was important, the very fact that Raveena Tandon was speaking to you on immunity meant that we wanted to initiate a two-way conversation. But it didn't stop there. What we essentially said was, look, if you want to know more, you could get on to a conference with us where we could talk about immunity and this particular thing that's capturing everyone's minds especially in this COVID time. And effectively, those folks who had consented got on a sort of bridge call. So it was like a conference that we enabled for, think of it like a team's call without the bid on a future phone where the people are just joining in. I think when the idea would have first come in and I'm now speaking on behalf of the brand team, I'm sure it would have sounded very incredulous saying that our people really going to participate in something like this. But on topics and contexts that matter to them with immunity in times of COVID, coming from a trusted brand like Bonvita, this particular vehicle really gave us a chance to interact with folks that we were otherwise not able to reach television or the fact that they didn't have a smart phone, a gimmicky phone, where you could do a whole host of other things which a future phone doesn't allow. So I think the partnership again with WPP on this one on identifying the right and just reaching out to those people truly stands out when you're dazzled by the whole technology bid that you see these days in the mobile. I mean, just to add to what Vidya said, can you guys hear me? I mean, just to add to what Vidya said, this entire platform was inspired by PM Modi's Mayabhi Chaukidar where he spoke to 25 lakh people, all the surpunges were connected on a call, right? So and then he reached out, he did a massive outreach where he was running a live Q&A on audio conferencing. So even if you have a drop-dead feature phone, you can still connect and run a seamless Q&A. And with Mondeli's having so much brand power, all it makes sense is to get folks like Raveena Tandon to interact with their popular celebrities in the rural belt out there. There's a question on gaming, right? And when you see most of these feature phones are now upgrading to smart feature phones, which is those Carbon, Lava, Geo, Nokia kind of phones, right? Where gaming remains a number one thing out there. So the question is to Weber in terms of how are you seeing gaming evolve for feature phones and all the entry-level smartphones? And I can see this very interesting use case that was being done on Geo games with Pepsi on Mountain Dew Arena, the entire console was being ported out there. So that's pretty interesting because the perception continues to be that gaming is all high-end and even the best of the smartphones I think it also to us as a platform also comes from certain feedback from marketers at times that this is how it's pocketed. But as you rightly said, like when we work with even telcos like Geo who have massive feature phones or dumb phones, as we call them, the users are there. The fundamental to gaming remains the same, which is it is a immersive and engaging platform. And if presented in the right fashion, the audience is there, they are spending disproportionate time. Also we believe that's the right time to connect with them because it's not from a pure disturbance. So they have time at leisure. So the audience remains to be there, but to be honest, it's to us, it's a largely untapped audience from a monetization point of view. So that remains to be one audience which is probably most neglected. Now they might not be on priority for a lot of brands or marketers, but we do believe it's not a small number, it is of relevance to a lot of folks and certain amount of priority should come back. Plus just an additional point from, I think from tech in terms of tracking or even other fundamentals like measurement and all, today technology is equally compatible with both. It is not to say that only per se, smartphones are trackable in a lot of sense. So that's something which should be explored, but I think it's a mindset issue more than anything else where those are continue to be a neglected audience. All right, you wanna add to this? Yeah, I'll just like to add to this and purely talking from Mountain Dew Arena, the difference a couple of years back when it was only done on ground and it was on mobile, but not with geo and not on a mobile platform. The year that it went to the mobile platform, there were at least 600% increase in the user. Yeah, and it was done in the Hindi heartland in the rural areas of UP largely and so there were two legs to it. One was a professional leg, one was a amateur leg. 80% usage was on the amateur leg. Thank you so much. That is what I was expecting you to cover because since you managed that account for the longest time and drove that campaign, ladies and gentlemen, Vishal for all you guys. One more use case coming up on Pepsi from Vishal next. All right, let's just change gears and move on to smartphones now and talk about the most right practice on technology. And that is, I would say augmented reality, which is like really upbeat and augmented reality is pretty much firing up on all three categories, whether it's web AR, which is being driven by platforms like Neantix, Neantix acquired 8th wall. We just did a quick pilot in our Thomas event. Couple of days back, we launched VPS. Yeah, and with 5G coming in the browsers and the experience of the browser are gonna go more powerful. So whether it's web AR, whether it's in app AR or whether it's social AR, AR is pretty much firing up on all segments, right? And it's getting layered on top of media. It's getting layered on top of brands existing, real estate and making those conversations with the consumers more engaging out there, right? So this would be for Naveen, who's been doing some fabulous work using big data and AR to drive Thomas. So let's hear it from Naveen. Um, I think this was, you know, we're at a time where we were like, uh, last week, I think that was kind of like, that we must come up with a little more than five. And, uh, I reached out to the e-commerce platform, where we were like, there's no power to be able to get into the platform. Finally, finally, I thought it was gonna be like, uh, what we are able to do was the one time, we really used our e-commerce as a concept. Uh, and fundamentally what we wanted to attempt to solve was that when we launched AR long back, because when we, we have done multiple use cases with AR in brand, where it's more, I would say, playful, gimmicky, interaction. What we try to do is for a consumer, till that time, who's not used to buying a 30,000 rupee product online, or I would say, highly non-standardized, high value product. For someone like that, AR that we brought in was to tell them, or tell her in her room, how would it look, right? A particular sofa, if it's yellow in color against my green wall, how does it really plays out? So that's largely the journey that we were trying to build. Uh, I would want to add that today where AR is, uh, roughly one in five, every ad to cards for us, happens through our consumers, gone through AR, right? So that's the journey with the ad. Uh, and the reverse is that for a lot of the others who don't, because all of a sudden I start out by saying, you know, people are still buying physically, going to a furniture shop nearby, or a carpenter. In fact, they use AR to place it. They put it up on the card, they go to the store, and then they say, this is what I want to buy. I want to have a lot of them end up adding to card, going to the physical store, because if they're still not convinced, they still want to knock on wood. So they go there. Uh, while I like I said, I was talking to somebody that I don't know what happened when I knock on wood, but it's just that something rings directly to my heart, right? So they still go to the store, and then they add it. So what AR has done is one, help us get consumers faster. And what we are also talking about today is, if you go to any of our physical studios, like the physical store, which we call a studio, um, we don't sell a single piece of furniture that's in the studio, right? Every sale happens through the mobile device or the tab in the store. You don't pick up anything from there when you walk out. So we have been trying to figure out that the store is also used as a recruitment to come back to the online journey, or the mobile journey. And hence, um, where we are putting our trust and might next is, uh, using a mobile device itself. If not a headgear, uh, how do we move people to experience VR maybe, right? And the other way to put it is, as we've put it before our ambition is to build a furniture less store, like walk into a store and there'll be not a single piece of furniture. Right. And that's something hopefully soon we get to. Right. So that's a journey. So what do they do there? Walk into the store. There's nothing. They can see how it looks. So the idea was a lot of time for a store. Let's imagine you come to this place, right? If that sofa was not there, but I can still sit here and see the sofa when you talk about metaverse earlier. But the idea was if I place the exact sofa, the exact way it appears, right? I'm not built it, uh, using any other software. Right. That's a good question that you've asked because what that enables for us is today, for example, our stores would be 2000, 4000 square feet. I can have a 200 square feet store tomorrow. Yeah. It's going to be transformational in the way we reach out to the, I would say the deepest part of the nations, right? It enables us to scale faster, get more people to get to the store. So I would say technology would be a core. Uh, I wouldn't say a provider, but I'd say at the core of getting people to furniture and a better home for us. Shatanshu, you've done some fascinating work. Have you moved in from a category, which is, uh, completely easy to deploy campaigns on CPG to an alcohol brand now, but there are a lot of restrictions out there. So what's been the kind of work which you've done on the technology line, especially on AR ledges. By the way, while you were asking the question, I was thinking of this idea. It's fabulous idea. Pepe, the pepper fry mini stores. Sorry. It's a fabulous idea. By the way, but yes, uh, I think it's, it's been a path journey. Uh, I received foods, uh, was more consumer out. Uh, and right now at Panurika, it's, it's again, it's alcove. While there are restrictions, but I frankly, where there are restrictions, there are challenges, where there are challenges. There is excitement, right? Because you can push the envelope and make things happen. Let me, let me give you an example of one of the brands we, uh, and to those of the branding, we actually did the campaign. The context is ICC World Cup. Not that we did well, but it's, it's a, it's a festive or ICC World Cup. Brand is Royal stack, which, which believes in making it large, right? And, uh, what we realized is how do we drive conversations between the product and the sports fanatics, using our products, how do we, how do we bring about and amp up the so-called fanfare and glory. So we created these, uh, packs, which are the AR packs for ICC World Cup. We had, uh, two things on it. Number one, people could experience all the World Cup moments. Right. Right from the winning World Cup of 1993 to 2011. They could experience everything. There were certain moments which were highlights as well, where the team couldn't make it through, but there was some fabulous innings, which people could kind of scan the pack and kind of experience those moments. Second, the trophy. I think it's, it's a, it's a, it's a moment of glory, right? To have a picture with the trophy. The trophy in the, in the, by the way was kind of circulated physically across the world. Being the beverage partner for this event, what we realized is that you can take a selfie with the, with the trophy, right? So there were two, two wrong approach. Number one, to kind of have a pic with the so called trophy. And second is watch the so called moments. What did we achieve? Of course there was the time spent was more than one minutes, but frankly, we penetrated more than three 80 cities in India. Right. And I'm hopeful that as we progress in the later half, this campaign is going to win a lot of awards as well, because it was done really smartly, right? Using the product as the key hero. How many, how, how many times can we think of the product as the key hero? We normally look at events. We normally look at circumstances, but making product as the hero and using the festive occasion of ICC World Cup and marry both using the technology of AR. I think it works really well. So that's, that's one thing which I thought I'll bring to the table. Yeah, I think I was just going through a report which says about 50% plus CPG brands in West, they lean back on connected packaging. And they're actually getting geared for the idealist world as they, as they say. So you need to actually work towards creating one PD and then channelizing it well to deliver campaigns and AR on the pack and gamification kind of helps you create that, right? Now the, now the technology which is kind of underrated when it comes to mobile marketing is this entire space of audio and voice. Not much is being done in that space, but there's some fascinating piece of work which has happened in that space. So Sonam here did a very interesting campaign on for Mahindra. I mean, another very interesting point is you don't need to spend millions of dollars to create a super innovative campaign, right? The most awarded campaigns, they would come with least amount of money which gets spent on it, right? So totally all the brands, when we, when we look at them, they are, they are up for test and learn when it comes to technology. But folks like Sonam, they're very clear when they are getting into test and learn, they're very clear in terms of what they want to learn from that experiment which they are doing, right? And that campaign which is on sound map, if I'm not wrong, that was fabulous. So I thought we should talk about it on this panel. Thanks Neeraj for giving me this opportunity. So everyone out here, if you could just close your eyes for a second, go to that one place in your mind and think about that one sound that is close to your heart. I mean everybody, I'm asking you to do this. Now some of them slept, yeah. Yeah, I mean, I don't want you to sleep for a long time, but just go close your eyes and think about that one sound that's actually close to your heart. Now take that sound, marry it with millions of others and create a music video out of it. This is exactly what we did for XUV Fire Blow. XUV Fire Blow was a brand which wanted to connect with people on an emotional level. Buying a vehicle is not just making a money investment, it's more of an emotional investment, not just for you, for your entire family. And how do you connect at an emotional level with people to make them feel that this is what you need in your life. We were not selling a vehicle, we were not even promoting the brand. All we wanted you to do was to send us a piece of sound that is close to your heart, tag us on the location that you are and we will create a video out of it. All of this done through this simple piece of plastic or metal that is lying next to me, that is going to be with me. That's all I'm asking. And this is what helped us get so many, 5,000 hours of content, of user-generated content which was unbelievable. The amount of consumer engagements that we had was just send off this entire campaign of the rules. I mean, as he rightly said, you know, some of the surprising campaigns come with the least of budgets. And trust me, this is where we realize that we connect with consumers at a very different level when we do emotional campaigns when we're not pitching or actually selling a vehicle. And this is where mobile technology came into rescue. It got us all of those emotional connects with the consumers. We got them with a music director, made a music album out of it, saw to it that we promoted them and there was an emotional connect because the minute you see your voice that you have shared on a platform with Mahindra coming in a music video, you know that's a part of me in that music album. And that is the kind of connect that we wanted with our vehicles because your vehicle is a part of me. And this is exactly what the entire campaign was all about. Isn't that fabulous the way they thought about it? And I think giving an interesting example that you move into National Park and if there are monkeys making some sound, a lot of people actually posted that. A lot of people posted their wives yelling at them. That's an emotional sound for you. I don't know whether they're going to do the main footage or not, but yeah, it was quite a lot of fun. Now, just taking this audio conversations ahead, how many of you heard about this campaign, which Mondalees did or what Pepsi did, which was a rap challenge with Bachchan, Google Assistant, or Mondalees did a fabulous campaign. They've got this property, Do Nothing Mod, which with their kind of champions and there was this voice skill which was being created, which was top trending globally in terms of one of the unique voice assistant deployments where we made Google Do Nothing. So when you ask Google a serious question and you are into the Do Nothing Mod, Google is going to give you a quirky response back to the answer to the question which you asked Google. And to extend that, Vidya has gone ahead creating a lot of mobile first experiences on Do Nothing Mod. So why don't you take us through all the experiences which you've created? I think the most unique thing about Do Nothing Work that we've done in the last couple of years is that, one, these are mobile first experiences, but two, they would not have existed if we did not have mobile technology. So it's not possible to do some of this work on let's say a desktop or a website version. So you spoke about the Google Assistant piece. The other work that we did very recently, I think if I'm not wrong, last year, was that the proposition of Five Star is basically to say that we want to encourage people to do nothing, have that downtime and enjoy their Five Star at that time. And we literally wanted to reward people for not doing anything. And we wanted to see that, can we create a sort of gratification for the amount of time that people are doing nothing? And the only way to do that was to say that through the pack, again, a connected pack that takes you to a site where you don't do anything on the mobile phone. You keep the mobile phone and the site sort of tracks any movement that you've done there. So whether you're opening any other site or any other window, et cetera. And if you're not doing it for long periods of time, you obviously get coins. So there were people who did nothing for half an hour and got like some C4 coins and so on and so forth. Almost like crypto mining. Exactly. So while the coins are not crypto, but it kind of brings together the Gen Z fashion points. It also says true to the philosophy and it leverages mobile technology because this would not have been possible with anything else that doesn't capture, let's say movement or activity. And it's so personal, right? If I want to offer a hyper personalised experience, mobile is the only thing I can... It works very well here because going back to your original point of how penetrated mobile is in India, anybody can do it anywhere. It just fits every single aspect of the activation that we might want to do. Absolutely. Give me that, I think that's my lucky one. Alright, so another subject which is core to mobile marketing is this entire space of app economy and Vishal is itching to talk about it. So I would let him do the talking on app economy and how is it boomed in COVID era in 4G and how does he see it evolving in 5G? Well, let me try and raise the bar because Neeraj has been talking about 1 billion consumers and how such sexy technologies like AR, VR, Metaverse, they're all getting the consumer giving them an immersive experience. But what has happened because of that in the last two, three years because of 4G and then COVID and because of these technologies consumers have actually started using a lot of apps and a lot of new categories have come in. It's not just e-com anymore. There's lots of categories. It's gaming. It's lifestyle. It's wellness. It's education. It's learning and what has happened because of that? So we're talking about 1 billion. If you look at 2021 there were 30 billion apps which were downloaded in India. If I look at 2022 till now the number is around 35 billion. We are the second largest in terms of app downloads in the world. We are the second only to China. With 70% churn rate? Okay. So that's probably someone like app owners probably would give you that answer but it actually depends on what they're doing on that app and that is where I would come and I talk about what 5G would bring in. But what has clearly happened is that a lot of transactions in apps now is because of what marketers have done with the consumers on those apps and that is where someone like us isn't getting into a lot of sexy technology but we simply have integrated our platform with all OEMs because around 45% of these downloads are not from Google Play Store but they are from respective OEM app stores. We've just integrated it with OEMs you can download you can put your app over there it automatically gets tested by all OEMs if you pass the test it's published on the OEM app stores and you simply promote it from there and you get your consumers. Now what 5G would do is probably give up more personalized and more immersive experience to these consumers and that is where I see the app economy getting another kick and this 30-35 billion would probably go to a 50-55 billion in the next couple of years. Okay, super. So since you mentioned Metaverse let's just switch gears and move on to my favorite topic. Almost all the panels have been doing this here is on Metaverse and Metaverse marketing creating my own meta movements talking a lot about pixel streaming which is going to drive those 500 million and 65% of those 500 million phones which are in the price band of 10 to 15,000 bigger channels. So what 5G is going to do is it's not to download apps not to watch videos but go to do some heavy lifting on computing and that's where you will see telecom upgrading like exactly what US did in 2014 the entire ROI model on pixel streaming out there I don't know whether India is going to go that route nor am I saying that all Metaverse experiences are going to be backed with pixel streaming because it's a very expensive affair but definitely for what you call a concert it's definitely a better platform to try it out so just to give you a quick Metaverse story for India we've activated about 12 plus brands in the Metaverse space up till now and I see a transformation every 3 months in terms of the tech stack and how it's evolving from we conducting worlds first waiting on the Metaverse and getting Coca-Cola to sponsor it to wholly on the Metaverse to decentralized work which we have done for FETI creating a kids of what show and Shetanshu did something really fascinating yesterday which is a zone which he's created on the centerline again so would love to hear about that it's an age of experimentation we're still trying to figure out things of course not do India's first India's first as Metaverse is labeled to be I think it has a lot of capabilities and it's more about the mindset what we did was for Linda Sprite fashion, iconic fashion series which we do we actually made this entire experience borderless for the lifestyle and fashion space so what you do is if you go into the space it's the so called centerline what you see is everything from buying NFTs from the top fashion designers to doing a live ramp walk to kind of then getting certain exclusive passes for the physical event so it's end to end it's one of its own kind of space you're creating and yes happy to share it's it went live I would urge everyone to pass it as well it's the same switch but I think it's as you would understand we are still in the space most of the brands in fact when I was at ITC as well I remember this wedding thing and we did for Fabelle we were discussing with the brand those two the couples we gave them a Fabelle hamper chocolate hamper and it's one of the most costliest chocolate in the country from ITC they got married for that I feel no so again look when things are happening you're not sure what how things are going to be it's good to go in the motion experience, test and then learn certain things I'm sure 80% of times you'll fail but what is important is that gone are the days I would say the world is changing so fast you can't label Metaverse as India's first each time there are a thousand categories and everyone can say India's first that's what's important is to have an objective just to add the hype cycle for Metaverse is over now what it needs is a real utility that is what we are trying to crack with a lot of our brands which is more sustained and long term everyone is kind of a hype cycle created a lot of interesting experiences having said that virtual world is here to stay experiments are here to happen on virtual world and brands will continue to do that and learn right so now we have about 8 minutes like each one of you I would want you to talk about the most promising technology which you guys are foreseeing for yourself in the 5G era in 2023 so let's just start with Metaverse and gaming is such a hot topic with Roblox reading the charge and the new age brand mascots as I say we created something globally called Wendy's Wendy's is a virtual baby she moves into gaming worlds like Decentral and Minecraft Roblox and challenges every gamer is like me and guess what she beats us at that so you will see more and more AI mascots moving into virtual worlds brand mascots and engaging with the audiences out there so what's your take on Metaverse and gaming in the new 5G world and that's something very close to heart you know because gaming is what we typically stand for in the market and so very rightly said when the sort of experimentation stage is gone but the whole concept Metaverse is here to stay and that doesn't mean in future everybody is going to just wear Oculus and that's not where it's going to evolve but what we are seeing is this sort of casual transition so even in this larger gaming space how it transitioned from pure just sort of advertising or banners of videos to then moving purely in game you know as a stuff then NFT started coming in tokenization happened eventually you know stuff moving towards collectibles also their engagement so the fundamental to marketing in terms of the audiences connecting with that audience having an engagement are still the parameters which would remain the space continues to evolve and every year we'll start seeing more and more used cases for more not just evolved people or avid gamers but masses adapting to it and that is where from an experimentation we'll start seeing much more that's how we engage with brands today where a lot more sustainable and continuous activity would start coming into this world so it's not very far off from the way we look at it maybe you know every quarter there would be certain development it also needs a lot of evangelization for the longest time people thought that metaverse is a property of meta like in old days my bosses used to tell me that yahoo belongs to sashi shami kapoor a lot of people used to say yahoo is owned by shami kapoor that was not the case a lot of evangelization is also needed I think Vishal said that but the pace is going to be much faster this time absolutely so moving on with NFTs I would say the novelty value is perished which means the true value is going to get evolved and a lot of utility driven NFT services are around the corners now one of which is what Sonam has done which is NFT for a social cause we would love to hear that on the work which we did on thar in fact that was the first NFT by any automobile brand in that category that's correct in fact it was the first Indian OEM to have NFTs in India does it do anything which is second Mahindra has been a pioneer for everything almost and it was a privilege to have superhero NFTs by thar we had a huge auction by that and we were very happy to donate all of the money to charity in Nani Kali but Mahindra has always been a pioneer for philanthropic work and that's the reason we did this initiative so that we could bring in the light in the lives of so many other people as well and we chose thar as the brand to do that lab guys such an amazing use case alright you did some experimentation on metaverse as well right yes we are also in the process and though that's under covers but as you can see yes under covers and that's the reason we are moving into a world which is evolving day by day so when metaverse was born and now also we are still talking about the whole evolution about metaverse we are looking the same change that is happening in the automobile industry as well today we are looking at hybrids we are looking at EVs and not just evaluating or considering we are actually buying the vehicles and that's where we have to see that today's audience is changing today's audience is not looking at probably just the gasoline or diesel we are looking at sustainability in a huge way and that's the reason where there is a marriage between metaverse and EVs and whichever other new vehicles that are going to come that's the thing so there is a lot of evaluation going on there is an evolution in the entire industry as well and yes as I said there are things that are under cover probably just a little wait and watch till we see what happens so we did Volvoverse which is an XC40 launch on the metaverse which was usually successful on a click off a button you can enter the metaverse you don't need fancy headgears to enter the space that's another myth which is the shit with the metaverse saying that unless you don't have a quest you cannot enter right now you cannot enter horizon worlds without a quest but you can enter virtual worlds almost all of them right yes coming on to Navin how does you how would the entire consumer experience when it comes to shopping change in times to come because when you see commas today has got so many interventions we are talking about whatsapp commas to voice commas to gamification commas to live commas and there are so many variants of it now or using synthetic AI like what Biko is doing with the Amazon synthetic author or digital humans they are being used to drive commas now and just to give you a quick context on all the audience which is resting in your cart right now and you mentioned a lot of them they put the stuff on the cart and then they come to you they want to see the actual stuff and then they buy right this is one of the innovations which we did on an audio platform is when you put stuff on the cart and when you are then listening to music on an XYZ platform the main product which you have placed it on the cart those ads are going to play back at you so that's one of the ways that technology hacked to kind of pokes people to increase the purchase intent and make them drive so how do you see it evolving for your category so I will take it from what you were mentioning let's say the cart piece and then I will go to the others I think the beginning at the core is getting your consumer right I think understanding exactly what would the consumer do if for example they have added to cart but not purchased and are four days since then so I think what we do today extensively I would say a reasonably good job at is maybe understanding this consumer right so I think we spend a lot of our effort and energy and I would say resources as well to get this right I think at the core of if you ask me how is my consumer who's added to cart and been five days since then different from 10 days consumer right and so we make a lot of plans around that so fundamentally to start off with I think our journey is towards understanding the consumer better if you are available online luckily you have possibly everything barring for very personal details of the consumer with you so you basically know how do they behave so a lot of our interventions journeys that we do is just to get this better but that's it I think our journey ahead is about removing all the barriers and the walls in the journey and hence I talk about if there is a physical space that we need to go to how do we make it simpler for the consumer right we build studios we are in 100 plus cities today with about 200 plus stores across the country right and that number I would say literally doubled in the last year right because we said that's important if we need to get to a tier two and a tier three store where people still want more support to make their journey what we are now looking at is if you really want to scale this up further one of the things I talked about earlier which is this entire journey of virtual reality assisting in this journey but the other thing is can we completely take this off can you be at your home and come to my studio right so that's the journey we are trying to make towards so I think what we are betting on are two things which is getting the consumer right exactly giving them what they need and number two is making it extremely simple for the consumer to purchase with us and whatever aids in that journey be it augmented virtual reality metaverse whatever be that journey to do that right so a lot of are not getting into details because again it's maybe under the same wrap right but the idea is the idea is all our efforts currently are towards that ensuring that the key metrics like conversion right and getting them to buy more LTV a lot of those metrics are what we are focusing on and getting that basics right that's what our energy is so we have actually run out of time and in summer we really like it but we will still ask Vidya to round up the conversation for us because she's been doing some fascinating work using synthetic AI not just a category it's not worth forgetting on this panel we should call it out and how do you see synthetic AI getting leveraged with your existing CRM or the entire well to one PD which we are building to drive conversations especially in the 5G era so I think I'm you know it's I'm not the right person to talk about not just a category ad but honestly it doesn't need any more information about it then that's already there in the public but it's a great example of how the right context and the right brand ambassador can just work wonders with you know an enabling technology that just transformed the piece of communication but coming back to the question that you were asking right so for example look at the fact that let's take the example of our gifting so we have a personalized gifting experience where people could can personalize their gifts and buy them this is over and above our regular gifting assortment now a lot of times we realize that you know again same thing right people add to cart and then not go ahead or they're a little confused about what are they getting the you know the personalization element about is it just packaging or could they also you know personalize the product and so on and so forth and these are people who actually want to buy you over and above the rest of other options so clearly there is and this is not something that we do on a regular basis so despite the fact that you know we this is not our core business that people are wanting to do it we clearly want to understand from them you know what's stopping them enable this journey a little better and while there is WhatsApp while there are chatbots etc that can anyway drive this conversation and convert a element of you know a human element whether it is a celebrity or a regular person who can initiate that conversation add elements of personalization understand from you you know you could be somebody living abroad but want to send somebody to your relatives during the Bali and you know you want to get that done in interior parts of India that entire experience can be personalized the way you want and you could bring a human element to it which makes it that much more intimate so for a CPG brand like us you know we don't do personalization at that scale we don't need to ours is about mass personalization you know while it's increasingly getting hyper personalized we still don't do one on one but something like a you know a digital human that you that we saw last week can enable that conversation it could be a participation that a consumer is doing in an activation it could be buying something from us and we can actually do the transaction we could also say that hey you know maybe we are not able to provide it to you but you could go to this shop right next to your home basis the data that you have given us and we can you know you can pick it up from there so there is an element there I am scared of her now so there is an element that the human you know the digital human can bring which is you know which might be very useful to some of the other categories which are high value but we see a lot of value in the CPG area this is a very interesting topic on digital humans so if before him gives me another 10 minute slot I will talk about that thank you so much panellists this was a highly enriching session which we had thank you so much audience you could mail us your questions because she is not going to let us take them thank you so much ladies and gentlemen let's give them a great round of applause and thank you so much to all our panellists if I may have the honour of calling upon the founder and CEO Bobble AI Mr. Ankit Prasad to kindly join us and help us in doing the honours of felicitating all our panellists thank you so much Ankit Ankit we would request you to also pose for the camera the camera would want you in the frame as well ladies and gentlemen let the applause continue what an excellent panel discussion it has been we have had Naveen Sonam Vidya Vishal Svetanshu and of course moderated by Neeraj some great conversations happening on the stage congratulations to all our esteemed panellists thank you Vishal thank you Webhouse thank you so much Vidya and of course a big big thank you to Neeraj for curating this excellent panel discussion let's give them a big big round of applause with this I request all our panel to please come in together for a group photograph Ankit if you could please join us as well ladies and gentlemen our technology panel on leveraging mobile technology for marketing we've had such an excellent discussion thank you once again with this we dive into our next category which is the marketing panel once again a big big thank you to all our panellists thank you so much for your valuable insights and thank you so much for your time with this ladies and gentlemen can I have more audio on my mic yeah we're moving ahead to the next one which is the mobile marketing metrics that matter I'd now like to have the honour of calling upon our panellists could we have the stage please ready so before I call them I'd just like to introduce them we've got the CEO and co-founder of we serve we've got the chief marketing officer of Air Asia India we've got the senior GM and head marketing any commerce of blue star and we've got the chief client officer and office head west of wave maker India so some great personalities who want to be joining us on the stage and I think with the stage looking set it is time for me to call them on the stage ladies and gentlemen with a big round of applause first up let's welcome all our panellists Mr. Deepak Khurana CEO and co-founder we serve Mr. Siddharth Bhutalia chief marketing officer of Air Asia India Girish Hingorani the senior GM and head marketing and e-commerce blue star and of course the session chair being Shekhar Banerjee chief client officer and office head west wave maker India thank you so much Shekhar for agreeing on being the moderator and curating this discussion forward over to you yeah this is up perfect two things before we actually kick into the panel one is they were like four minutes more left for the match so I should say finally what is the outcome I can see lot of you actually watching the match on the screen and that's that's somewhere relates back to the topic of the discussion this is the mobile screen and second is like quite good that we are following up following through after the technology panel as a marketing panel because we means just to set a context when you look at it means there are 650 billion smartphones in the country and if you just leave the less than 10 year old kids almost every Indian has a mobile phone not more than a meter away for almost 24 hours so that's the kind of scale we are talking about of a device which is there in your life and for so much time including now when we are we were listening to the panel we are also watching the FIFA match and I guess Argentina didn't get through with this match so if that is the kind of impact obviously marketers will also follow marketers will also follow where the consumers are so they are doing it but what is happening is the user journey or the consumer journey on this platform has become very very complex and which is making the life quite miserable and actually marketers are asking more and more that how to actually demystify it how to actually see the impact of it does it work, does it not work and that brings to a topic that what metrics matter actually so that's broadly the context and if I can just pick up from the last conversation only metaverse there is top funnel conversion, commerce then there is actually losing platforms social, chatting video so much is happening there's too much pressure on that one small screen if you realize and it's becoming quite difficult so it almost sounds like chaos is it actually chaos or there is a method to this madness you want to take this actually I think there are very few people here so I guess we are going to chat amongst ourselves primarily we just want people to come closer but clearly you guys can come here we can have a great conversation but obviously there is a lot of chaos as you say but I think very exciting times and as marketers I think we should prioritize marketing first not try to become data scientist because the moment we get into too much of data we lose focus of the big picture which is trying to figure out what our objectives are and the objectives haven't changed over the years even when there was television there is television advertising there are certain objectives of each campaign so while there is a lot of madness out there but I think we got to go one level higher and see it from a very broad perspective of birds eye view in terms of what can one achieve and clearly these are very exciting times right now because digital can do so much then whatever yeah the bells sound very well so there is a very exciting times ahead as I mentioned to you because as marketers now you can achieve so much from digital and it's no wonder that digital ad access is 56% of the world it's either overtaken or about to overtake television in the country and I think the advantage of digital is you can do everything possible you can do mass bombarding right so you want to create awareness you create awareness and then obviously you can make clicks that help you create awareness you can do limited bombardings you create a cohort take up Deepak's data of well known customers and you know other open customers see their crystal data and then target them you can do surgical strikes and then you can do micro-surgery right so you can do everything possible and the idea is you have to figure out what is the objective of your you know what do you want to do what do you want to achieve out of that so there's an objective of awareness then you look at certain things and I've heard of people saying that you know on YouTube my CPC was 19 per se it did very well and my first question was on what cohort right because that's what matters digital offers you a cohort right because you mentioned that point I have to say that there's a very standard thing comes up my CPC is X 19 and it is about the industry benchmark I really don't know what the industry means because what is an industry benchmark if you don't identify your target if your target group for example is really really mass you're just you know doing geo targeting you're doing just male 25 to 35 then you know 90 per se could be cheap or could work I think it's still expensive but if your cohort is very very niche you're talking of people who are following the economist or you know who have iOS on their phone etc etc then CPCP of 19 per se would be like amazing right so matrix have to be seen as a trend they can't be gospel through gospel through it should be like you look at data but finally look at what you want to achieve and then take it forward so there's madness alright but as marketers it still boils down to that one simple as we all say the common sense have common sense focus on what you want to achieve digital is right there helping you achieve whatever you want it's like a magical you know bond that you have on a hand in the bed that there was a for you for me to stop perhaps okay but we have a magical bond in our hand I think we should use it to the best of our advantage not get bogged down with too much data use it to your advantage and make you know magic out yeah that's there and honestly chaos is good there's no problem with this chaos because after chaos obviously there comes clarity so there's no problem so that what's your point of view on this one no I agree with everything I mean you're saying so one chaos is good chaos is what allows you to differentiate if you're if you're doing something different then you have an advantage in a chaotic environment and that happens at the mic at the very micro level the you know personalization level where you're bringing a differentiated brand experience onto mobile and therefore causing some stickiness with the customer but it is happening at a very aggregate level to play devils advocate this whole India e-commerce mobile smartphone penetration is growing has been on for more than a decade right all the projections of Deloitte BCG, Bain, Mackenzie etc how fast it will grow and where India will get to we've fallen I mean let's admit we've fallen behind those growth trends or expectations so the projections or the optimism that is there is not panned out yet now that leaves a lot of room for opportunity that leaves a lot of room for opportunity ultimately for large organizations to consolidate the war is not ended over here it is actually this is the battleground for the world and we've seen that happening from the stage at which innovation has happened let's say with a player like Jabang who then get acquired by a Mintra then a Mintra gets acquired by a Flipkart and then a Flipkart gets acquired by Walmart right ultimately the game is going to be in those large 2 or 3 players if you're innovative enough you get a sufficient degree of valuation which allows you to be acquired and the initial guys to exit or you're differentiated enough with sufficient cash flows with very few organizations across the world to win that battleground in the end I mean that's where the chaos will ultimately settle down we need to be aware of what our roles are in that larger chaotic environment find the method in that chaos already by saying how consolidation will be one of the clearly emerging method in the absolute madness and consolidation of matrix also may be because there's too much data there's too much of data flowing actually we often say that we don't understand what works but it's very contrary because the amount of information that comes from signals that comes back to agency or to the marketer it's not funny it's a data overload the information overload I often use a phrase which is called the data dump that is coming in is actually making us data dump because we really don't know to do anything so with that data so what comes in is that is there a way to simplify it as simple can there be like you can say 3 things to look at it or if I'm oversimplifying it then make it a bit more complicated there's too much of data but something that's simplifying that with all this information coming in if you have to step back how can we help marketers to do that and maybe first you're the master champion of all the data that is there I like the context setting out where you guys have created the chaos and told me that listen just now clear the chaos now clear the chaos I think we are living in times where if I were to just probably just dump this down and probably say that I think we all when we look at from whatever roles we play today we are curious enough and we are asking ourselves a lot of questions right from simple thing like okay did my ad which I played on video did it generate enough recall did my ad go to whatever campaign I ran or whatever creative I ran was there the right kind of awareness for my brand did it create any lift for consideration so these are points which are always an interest point for all of us in the practice in which you know we pursue yeah and all these now so that that's one so curiosity for us is increasing okay on the other side technology companies when you call technology companies when you call platforms what we are trying to do is that try to answer that simple question you know try to bring in technology data right measurement and try to just answer those questions and hopefully you know answer it with a higher degree of accuracy okay so that is where the importance of data comes in okay so I think you know if you probably set out an objective and I'll probably use some examples out here okay like when a brand would say that look you know I looking at driving sales okay I want to do performance marketing I want to generate people who are coming onto my site and purchasing my obviously there are couple of ways in which you could possibly navigate that journey you could probably say look you know what I've outsourced this to my partner or I'm doing it internally and I'm going to run performance marketing campaigns on Facebook and search and in that process when you decide the channel then you look at the key data points or the key matrices which matter to you you know you closely look at very simple funnels you will say okay let me look at my click to lead ratio let me look at lead to quality code okay and if I'm in the business of selling used cars then I'm further looking at quality code to inspection ratio as a business okay so that's really one way of defining the journey and at that point of time you are consciously muting all the vanity metrics you want to avoid what is the impression cost out there or what is the CPM out there what is the click through ratio out there those are not priority data points for you you know when you are going down that path so I think one part is that we constantly have to ask ourselves that information and data will be available with us how can we just simplify prioritize what matters to us and try to address that part another example I'd like to talk about is and we've done this at Visa where we basically bring alternate data to marketers and we basically had a use case where a fintech company which is basically selling cards you know and we came up with a strategy with them that look we'll pick up alternate data from our platform and we'll first expose those 10 million customers from our platform on YouTube and we'll run an fcap of one or two on that so that campaign was executed on YouTube first then that same from that same funnel there were people who visited the website and what we also did was we aided the YouTube campaign by targeting the same 10 million users by putting by deploying our 10 million customers on Facebook you know and then nudge them for a sale so the consumer was nudged at that point of time again and we saw almost like a 5x lift on the conversion fund so what people who finally you know had filled up leads so the lead to the application ratio jumped by almost 5x for us and there in so when we put all of this together and whilst we were working with the brand it started getting established with the brand that like it's important to do a full funnel campaign where you're integrating say a video campaign along with that you're running a performance campaign in a very cohesive man so in that scenario again you know it was a learning out there where the brand was only doing performance marketing performance marketing but not really executing something cohesively onto platforms so I think there again now someone would say that what is the data which matters right okay so you really will have to look at saying that look fine I get the right customers I target the right customers from a platform and then I'm following through following the funnel to see what is the the business impact I get you know whether it is people where I can directly see the conversion whether I look at assisted conversions from my campaign so I think we are all blessed in an environment where we have to cut the noise and focus on key data sets I want to add to that because very interestingly Deepak mentioned about performance marketing and again performance marketing is typical right we do a lot of commerce advertising performance because you're in market you're doing a search campaign obviously throwing your impressions so somebody's typing the word with air conditioner you're obviously bidding for that word keyword which is air conditioner then the impressions serve then the ACPC bid finally the CPC will convert to a CTR that CTR will convert to a product page view the product page view has to convert it's a long cycle that you obviously in a performance marketing campaign you'll imagine that you know what happened and what is your ROAS as they call it right return on your advertising spend we'd see it like that as a market currency okay this campaign worked or not but very interestingly we should also see one more thing right because when you're going on Amazon or on Flipkart and searching for air conditioner you may have seen my sponsored listing you may not have clicked on it right you've gone ahead and done that your entire performance marketing you know funnel doesn't measure that impression that I served air conditioner for example my sponsored listing you didn't click on it my entire funnel didn't capture it at all but so many million impressions got served at no cost so many people saw it only when you clicked it when I clicked but when you didn't click it it didn't get it right so that's one more thing you want to consider beyond the funnel because you know these are impressions serve you have created equity everything will not get converted there and then you know they take a 14 day attribution somebody takes a 30 day attribution always also treat performance marketing and I've heard this quite often saying performance marketing does not go with brand building and brand awareness actually they do because you're creating impressions in your consumers actually searching for a particular product or service and again you know again with the performance marketing you have branded keywords you have generic keywords and you have competitive keywords and again you know it's very easy because somebody is searching for a star egg conditioner and I'm doing a sponsored listing there obviously performance matrix would be great and then the agency would say wow we've done a super job we've done a super job there you know C or ROAS and C or ACOS it's gone down but finally the proof of the bidding putting would be the competitive market right when somebody is just typing a generic keyword or a competitive keyword like an LG AC or a Voltage AC for me and then me getting that you know customer to click and that customer eventually that is the proof of the bidding so we've got to look at it all holistically it's not like white or black it's all gray out there and like I said before let's not put a data lens to it let's not become data scientists let's look at marketing you know in the true sense of it you know for this group I must tell you we were there in another room waiting and watching the football match there while we were waiting to come on the stage and we were cracking a joke about how the first kick or the first click was amazing after that the assist actually failed at the final conversion completely leakage about a puddle there was a one goal which was happening and they made a mess out of it so we were joking about that so yeah it's almost visualize it like a football if that assist is not there right if the right person is not there at the right place it will never convert and that's basically the summary of the long discussion we had watch football which is okay moving from there actually this is Siddharth absolutely down your alley I wanted to ask you because you're working in one of the most complex marketing ecosystem when it comes to digital marketing itself there you have like demand creation in a different platform demand conversion on PCs and laptops versus creation will happen mostly on mobile the browsing and all then obviously the super complex business structure also that we were talking about it so when it comes to heart matrix business brand matrix and all are we seeing mobile screen actually standing up because we're expecting a very small screen to make a very huge impact are we seeing that you are it depends on how you want to look at the data and what I mean what metric is ultimately that you're focusing on right if you look at look at it with a longer 5-10 year horizon and you see what is the digital spend I'm doing do I want to spend on say performance marketing for something as simple as daily Bangalore flights or do I let the aggregator who is also not going to get a return on that investment but will drive his valuation by user acquisition right so it's what the telecom companies have gone through over a period of time right your R4 or your acquisition and number of users is what is driving the value which is not profitable if somebody else is willing to invest money to grow the market for me and bring in more consumers they're more than welcome to do that right unless it's at the cost of a long term stickiness that aggregator or platform and by aggregator include the Google's and you know the intermediaries of the world right from the thought that occurs in the consumers mind to the actual market and the way we are looking if you look at the initial months just after the first wave of the pandemic purely because of cash flows our entire industry stopped spending right there were no flights being booked so we stopped spending which meant we stopped spending on performance marketing digital advertising consolidated across all of us nothing changed in share of search or market share right when one player starts spending everybody has to spend to stay alive but if you step back from that you realize actually there is no value being added by Google outside of the core value of organic search beyond that yes they will say okay fine now I have search results now you pay me to display your ad hire and then I'll get somebody else to pay to display their bid hire so ultimately what really matters yeah it's just created a big you just created something in the middle sucking money away from the ecosystem from the consumer as well as from the brand right which in the long term you don't need therefore is a stickiness with the experience that you are able to provide because as a brand you stand for some experience you stand for some product or some service quality that you want to be able to translate which is not there in the mobile screen of today it's an undifferentiated booking journey if you actually want to stand for something create a differentiated booking and search experience which is a transference of what you want to deliver as a brand and that's your pure metric what is the NPS core for example loyalty member on my mobile app versus the score of the safe member booking me through an aggregator this is one of the most fabulous and real life example you can actually get to because in such candidness nobody will talk about what it does in short term and long term shape thanks for sharing this that's a very powerful one moving on I can see the time ticker has suddenly reduced I guess but nonetheless I will try to speed it up and close on this one one of the important point is when we talk about this entire mobile marketing ecosystem so much of muscle memory that we have built over a period of time we know it's getting a bit disrupted now with lot of policy changes whether it's by platforms like Android, Apple or by government policies coming in and it's going to change a lot of things around and marketers are likely to lose their edge how they actually market in future for all the sexy things on technology it can impact a lot so maybe you can actually touch upon it a bit in terms of how they actually maintain the edge what is something they need to do now that they are compliant at the same time they don't lose the edge I think every time when we speak about any change and when we go through some big shifts in the market it presents a new opportunity so I think this massive there obviously when you are talking about it you are talking about a future world which is a privacy-first ecosystem and a privacy-first ecosystem which enables you to do responsible digital marketing to your consumers that's really by and large what we are looking at and when you talk about any global platform or any particular platform whether it is a global platform or a local platform I think at the first level the platform and the consumer the relationship which exists between a consumer and a platform needs to be respected and that respect will start off with a fairly explicit consent of how the consumers data is leveraged by the platform like for example if I were to just and there is a bit of consumer awareness which is needed if we were to like probably ask anyone on this room and if I can probably ask people on the same panel itself that how many people would have cared to read the privacy policy on Amazon when you go and shop has anyone read the privacy policy of Amazon when you go and shop on Amazon none of us or maybe one of us right so now you're basically saying that so what does the privacy policy of Amazon really say you know when you go and shop on that platform yeah so it really calls out that look guys as you spend time on the platform we are organizing you know customers in an anonymized manner and we are creating a cluster called interest based ads okay now they go ahead and define that that what is interest based ads and they also mention that on the platform that look we will do collaboration and partnerships with marketing technology companies where we will share with them anonymized profiles of customers we would not share your PII information we would not share your number name anything it is just interest based cohorts which are anonymized and that is those interest based cohorts will be leveraged by them and the marketing technology partner to serve you with ads not just on Amazon but off Amazon now this is what is mentioned there okay now similarly practically any other platform will have their own privacy policy or terms of service and they would call this out okay so I was coming to the point that one yes the platform is engaging with the consumer and calling it out on the other hand the consumer instead of complaining should make the effort to go ahead and consume that policy as an ecosystem as an industry as a responsible industry we should all it's like you know when Amphi runs a campaign and says invest in mutual fund but it is subject to certain risk fair enough and everyone is aware about it so I think at some level the industry should come together and probably do a campaign with consumers and in that case whether it's government or any other body which tells people and makes people aware that any platform whether it is a telecom operator, whether it is a retailer whether it is a utility platform read the privacy policy or be aware about you know I think in like as people do that that's when the trust and the consent comes in and I know that when he's looking at me right now he's saying that we will map up the question but we will just attribute all of this to the E4M team because they dragged us there's a timer which is blinking right here suddenly the clock was like ticking very fast 30 minutes and then switch to 5 minutes we start clock here which keeps telling us whether we over time switch fine but the 30 minutes 10 minutes and I will also say that when we walked and there were only 7 or 8 people in the room so you know when we were searching words we said listen how do we engage with only 7-8 people in the room so as the crowd started building up we said we are in a reset mode we got into the vibe of speaking on that lovely note I think let's wrap up because she took another step out into the stage making sure we just wrap up we've taken over they can't do anything thank you so much everyone for listening to us and on this note I will say one thing on the last question that I asked just to wrap up the marketing people how they get the edge maybe I can close on that notice there's a lot of the marketers need to invest a lot in their ecosystem to build infrastructure for the infrastructure to manage the consumer data and once that infrastructure gets built up and connects back with the platform they will be much more effective some industries are already ahead and I'm sure your experience on this your experience on this obviously will be very very rich but there are huge CPG world and many other categories where they have not even taken the steps and if they don't they will actually will not be as effective marketers in future so they need to start now they need to invest in technology and capabilities basically partner with people like us on technology and capability but just manage your consumer data that would thank you thank you you know I think Deepak when you were saying that there were few people at the start but look at what you've attracted you and your panel for yourself you're seeing many more people right now we just say we can we just goes to say the part of your content so thank you so much on that note if I could have this co-founder and COO of Pocket to kindly join us and help us in felicitating our panel ladies and gentlemen a warm round of applause for web help thank you so much and if you could have the team to present the mementos thank you so much Girish for joining us ladies and gentlemen the senior GM and head marketing and e-commerce blue star of course Siddharth Bhattalia chief marketing officer Air Asia Limited Air Asia India and then we've of course got Deepak Khurana CEO and co-founder of Visa and our session chair Shekhar Banerjee chief client officer and office head west wave maker India and with this if you could have the entire panel along with Bebha if you could just come in the center for a group photograph the hashtag screenage moment right there for all of you a big big thank you to our entire panel for joining us thank you once again on that note you've all been very kind with your experience thank you so much thank you Girish so on that note ladies and gentlemen for our final session before we move ahead to our awards and let me tell you this final session is going to be impactful we're talking about how can brands leverage their fan base to build a bigger brand recall now this is going to be a small and a quick session but a rather very impactful one we're looking at calling upon the co-founder Fandrim Samridhi Katyal and senior editor exchange for media and business world Rohel Amin to join us Rohel and Samridhi we're looking forward to a great chat ahead hi Samridhi I hope you're doing great I'm good so with this ladies and gentlemen requesting you all the final session how can brands leverage their fan base to build bigger brand recall over to you so I make it you're to answer yes or no okay something like that okay so final you know so we had a day long of you know discussions conversations we have touched upon all the aspects of the mobile world the streaming world and everything else but there's one more connect which is the fan you know people who like you know we all go to insta pages facebook pages twitter how many likes isn't it I mean how many times do we visit our pages and see that how many people liked our content and shared our content and that's a very critical part how can brands quickly coming to that question you know leverage their fan connect to build greater recall what is the fandom story what led to fandom how are you helping brands in that thank you so much six questions then one go yeah so thank you so much for this opportunity see the whole idea from last two hours I've been listening to the final discussions and people presenting everybody keeps focusing on consumer as a whole you know to map up for marketing right but the biggest difference is that 20% of people give you 80% of leverage whether it is for content of a brand right so why don't this is an opportunity for brand fandom gives an opportunity to brands and celebrities and broadcast just to identify their top 10% or 20% of fans for anyways doing free marketing for them right these are the people that you need to identify recognize what and learn from their behavior to tell to better marketing there are no platforms in which you can recognize that who is a fan fan is a very different person from an audience right fan is a person who goes and talks about your brand who's an advocate who's a defender who's an evangelist about your brand right so that's the biggest difference between a fan and an audience and in today's world where there is this huge thing of being a goldfish right when there is no attention span you want to hold on to a fan rather than an audience right nurture them reward them and learn from them to leverage marketing or make better content so if you see the existing environment and the way fans are being leveraged or engaged by brands how is it like what can be improved in your opinion first of all I don't understand that how do you define a fan and an audience right that's what fundamentally from this thing differentiating a fan from its audience fans are fans are these days creators and designers and community managers and you know these evangelists these people have to be identified and there's no platform instagram subscribers and followers they are not necessarily your fans I may have like something I have become a follower right not necessarily I'm a fan so it's a huge difference so the fundamental difference that Phantom is trying to bring is to differentiate between this audience and a fan so fully gamified platform to understand people who are engaging more they get more points those points can be then waiting for rewards and on behind that beacon on behind behind the whole thing on the data analytics parts we are able to identify graphically that who your fan is what the need of the fan is rather than just by saying there is a 35 year old build from Delhi you don't get to know anything about that from Instagram or Facebook for that matter right so this is where the fundamental difference is knowing your fans leveraging what they like in building content or marketing campaigns around them so what has been the fandom story so far I mean do people tell you that some of you are ahead of your time and this is Greek to us I mean have you faced such issues while explaining to potential clients what you bring to the table so not really you know we believe that this is exactly the right time with mobile internet exporting data becoming cheaper and people having a voice on everything right that's already be a part now we want to give them specific voice to the things that they specifically like so people talk about content on various platforms they have their own whatsapp booth they have their own communities online forums and so on but they are scattered and fragmented neither a broadcaster or a marketer gets to go who's the person that they want to capture or target or identify as a fan so in fandom what we are trying to do is make that difference give fans their own platform to communicate be a creator and have their own voice and most importantly recognize them for being who they are and validate them for delivering to their community or the brand or the content for celebrating themselves last questions you know on this forum fans and mobiles go together that's what we believe can you explain how does it actually how do they go together fans and mobile go together because these days everybody is carrying a mobile you are a creator by creating a photo you are an influencer by making a blog or a blog as you say so everybody is a creator mobile has become the most essential part of creation so that's what I was talking about today's fan is not merely an hysterical teenager he's a creator, he's a designer that's the skill set that people have developed in the last 4-5 years that needs to be validated and they are anyways doing it out of love for the brand but brands or broadcasters need to come forward and now validate them for being a fan and it goes hand in hand finally how do you plan to make fandom a bridge between audience and industry why do you see fandom over the next 2 years? so it's a very good question the whole difference is that in the earlier days there was a whole system where a fan would write to a broadcaster where we had a pure box number and the broadcaster used to dedicate a full half an hour show to actually read out the letters that were sent to the broadcaster so in today's world the more communication is out there the more fan is so we are trying to create that whole ecosystem where audience can have a better feedback with the broadcaster and it's the need of the R less than 5% of content that is produced is successful because we are not hearing the voice of a fan we are not hearing what people are wanting to watch so there is no feedback loop so this is where the whole 360 degree ecosystem comes together and we join two fandoms absolutely wonderful for bringing out the fan side of the conversation and moving on that fan thing anyways with round of applause for Simrithi and thank you Simrithi for sharing your thoughts with this Ruhel if you could help us to felicitate some Rithi we cannot let you go without an official felicitation from our side can the team please bring in thank you so much always an honour and thank you so much Ruhel for curating it so excellently thank you so much god bless well with this ladies and gentlemen we request you to please stay tuned as we've got the marries coming up which is the awards night we request you to now please if you could take in your belongings we are having the entire place revamped for the awards and we request to re-register for the awards as well so thank you all for being such a kind audience let's resume back sharply at 6.30 Indian standard time how can let's celebrate excellence in our work thank you so much the e4m mobile awards the marries 2022 requesting all of you to join us back inside well Mumbai is known for its energy and I want all of you to join us back in the main area we're going to be starting with the e4m mobile awards the marries 2022 we request you all to please join us back check well ladies and gentlemen I was just looking at the clock and the clock says it's time for excellence firstly welcome to all of you all our leaders all our stars today before we begin marries 2022 I know we can see a lot of trumpets in the room and it is time for us to put that to use when I just say 3, 2, 1 and I ask you are you excited all you got to do is translate that excitement of yours by playing the trumpets Mumbai are you up for that all right ladies and gentlemen are you excited could be a notch better can we give it one more try all right can I get more audio on my mic all right are the count of 3, 2, 1 are you excited perfect thank you all for participating on that and ladies and gentlemen with this it is time for us to move ahead with our awards all right a very good evening ladies and gentlemen and a warm welcome to the 8th edition of the e4m mobile awards the marries 2022 well exchange for media has formulated the mobile awards the marries with the aim to provide robust and an accelerating platform to propel the mobile marketing sphere in India ahead involving the industry in healthy competition marries was established in the year 2015 and exchange for media mobile awards the marries acknowledges and recognizes all such marketing stories that employ an effective mobile marketing strategy done in India and will be equally judged on innovation concept execution and results by a highly experienced independent panel of the industry of course it is aimed to rejoice teams practitioners and the organizations that have exceeded landmarks and have been able to deliver successful business outcomes with the help of mobile as a medium as of today marries is the most valued award in India and is considered as a true symbol of excellence well we are happy to share that we have received an enormous response from advertising and media agencies along with the brands given their fierce efforts to grapple with the same ladies and gentlemen let me tell you with over 57 categories we have received 650 plus entries so congratulations to all the ones who made it well my name is Bhavna Bhatia and it's an honor to be the host for the evening I remember last year marries was great and I'm sure this year the marries is only going to get a notch higher in excellence as a courtesy to our fellow delegates we request you that once you won the award of course keep hashtagging marries but also during the course of the event if you've got any urgent call to take you may step outside for the same but before we commence I would like to acknowledge our partners without whom the event wouldn't have been possible our presenting partner being ABP live get to latest updates and the fastest growing news platform of India all you got to do is visit www.abplive.com or download the ABP live app co-powered by bobble ai which is world's largest conversational media platform we're talking about we serve with 550 million plus user profiles and 600 plus attributes we serve is India's leading audience data marketplace bringing alternate and reliable data to enterprises for richer consumer insights and actionable marketing efficiencies across retention brand and performance marketing goals driven with a purpose to democratize the customer intelligence from any enterprise we serve helps an organization unlock the maximum value of data of course we'd like to thank Magnite and our co-goal partners being pocket animined which is APAC's leading mobile advertising platform our innovation partner being the performance redefine programmatically and our OEM partner being more car technology let's have a look at the 80s you can share stickers with your very own face and any customer message have a big laugh or a big anger well bobble gives you big mojies regular black text it may work for some we don't judge what works for us though is the pop text bobble lets you use personalized branded stickers gips by strategically and contextually integrating brands and conversations happening on whatsapp facebook and other social or chat messaging platforms across the country hybrid smartphone user spends 25 minutes of their daily 3-hour screen time from their keyboard since you spend so much time with us we understand you and work towards only showing you content that interests you and before you say it no your privacy and security are not an issue all your data is anonymized before being used so you don't need to worry about a thing our wide array of patented and patent pending innovations as of content tech language tech and keyboard tech will help you stay hip to the ever evolving language of the digital world and we made sure you can use it in an expressive and personalized way bobble has made conversations human again vServe audience pro India's most authentic and holistic audience marketplace vServe audience pro is the game of endless possibilities giving you access to 550 million plus deterministic user profiles with over 600 attributes and that's not all here it from vinge of friends too we had a long standing relationship with vServe where they helped us lose deterministic audiences to scale our campaign on facebook with significantly better options and now trying their self serve audiences campaign and the journey has been nothing less than spectacular hey we've been using vServe since quite some time now the precision audience targeting using which data set he was on the print outcome across the category and across the campaign so create success with vinge today so with this ladies and gentlemen let's give a big round of applause to all the partners who supported us in our journey today with a lot of conversation going on and the bus being around that's what maddie's is all about I wish you can take this up also on your mobiles with our simple hashtag hashtag the world the world the world the world with our simple hashtag the maddie's and let's get that trending and let's applaud one another ladies and gentlemen on that note it is my honour to now pressy call upon and request Dr Anurag Batra chairman and editor in chief exchange for media and VW business well to say a few words let's give Dr Batra a good round of applause I'm telling Bhavna it is dangerous to stand between the awards and an audience so I would make my address very short I just want to say that business is about disruption today thanks to Deepak Kurana I watched 30 seconds of a football match and Deepak was supporting the kingdom of Saudi Arabia that's why they defeated Argentina but life is about disruption mobile marketing can help you do disruption are awards are done through a jury process you'll see the jury and you'll know our jury chair and jury members have done the honour of selecting the shortlisted entries and the final winners I want to there are lots of friends in the room I know Deepak started in mobile marketing even much before we started our mobile initiative but I have a global visitor here in Kerry Kerry is the global chief commercial officer of true color well thank you Kerry for being here I can see Deepak I can see my friend Mandip lots of my friends in the room I won't take the names but we had a day full of conversations demonstrations and you know examples and insights right from Mr. Tyagaraj and a blue star to Jirishov PNG and so on and so forth startups like IWM Buzz Fandrum people are doing amazing work and some pioneering work in this domain showcase what marketers and brands are doing to build businesses I think the future is changing every quarter mobile spends are growing next week we launch our E4M mobile advertising spends report and there will there are some predictable things and there are some new things as I said I'll keep it short I wish you luck have a good night meet your friends have a good time for those who didn't win or but were shortlisted I'm sure when you see the winners you'll get inspired and our awards are honest but our awards are done through scientific process but they involve human beings so they're close to perfect nothing in this world is perfect I'm Hindu the only thing perfect is Lord Shiva right he's the only nirvika so really awards by nature are done through a process and we follow that process whatever comes out through the process is welcome so all the best applaud louder have a good time good evening thank you so much Dr. Anurag Bhattra well ladies and gentlemen on that note if I may have the founder and CEO of mobile AI Mr. Ankit Prasad who's going to be joining us to sharing his view on building a future proof digital strategy let's give Mr. Prasad a big round of applause okay good evening friends good to see a lot of young marketeers here you know the room filled of young marketeers I thought I just wanted to share one fact from my life I'm a college dropout I dropped out from IT Delhi and you know why because I hate lectures and that's why I don't just hate listening to lectures but I also hate giving lectures that's why I thought you know today you talk to young marketeers and talk to marketeers because that's what we do at mobile AI we enable conversations right and through mobile AI how we enable conversations and fulfill our brand objectives today in detail you know we are going to discuss about it so a quick introduction of mobile it's not working it's not working I think there's some lag sorry for the interruption a quick introduction of mobile we are a conversation media platform which is meant to enhance your smartphone conversation experience making it much more expressive localized and intelligent and we do that with a lot of deep tech innovations right if you haven't tried mobile yet you can download it on your phone and try it yourself it's amazing it's so much fun you're going to love it for sure okay so when we talk about future readiness from our perspective when everybody has different thought process from our perspective we think that as a marketeer we need a beautiful mix of data content engagement and technology innovation until we have that beautiful mix it is difficult to call ourselves future ready right and that is why we thought that why not start building strength around these four key areas right data content engagement and tech innovations and I'm sure you would agree with it right we're going to show you can we move to the next slide please we're going to show you how a strong data strategy can be so much powerful can be so much impactful in your marketing campaigns right I think when we talk about data strategy one of the most fundamental question is how do we identify a consumer uniquely right there are a number of ways to do it phone numbers, email IDs cookies and what not but in this changing world I'm sure all of us are carrying a smartphone in our pocket and that is why we believe that mobile ID is something which is which could be a deterministic way of identifying a consumer right can we go to the next one and if you look at it why mobile IDs it's very simple in the world of cookies you can only track one session you can track mobile IDs you can track across sessions right mobile IDs comes for real users using the real handsets cookies can be for bots and then it allows you to connect cross device understand the consumer behavior across the devices be it smartphone and across applications as well right the different applications that people use on the smartphone and I think how mobile IDs provide much more reliability in order to identify a consumer uniquely right and we thought you know given that in a smartphone one of the one of the most necessary tools and I'm sure you would agree is a keyboard right it's a must and keyboard is used across different applications for making searches for cab booking products on Amazon for downloading applications on play store and what not people are subconsciously investing their 30 minutes every day cumulatively on the keyboard they're making more than 100 sessions on the keyboard right there's so much data that the keyboard generates which is unbelievable unmatchable right just imagine if we can couple that mobile because each mobile has one ID and each mobile has one keyboard and so you don't use two different keyboards at the same time right if you combine this mobile ID the power of that unique identifier and the power of a software which is omnipresent across all consumer journeys on smartphone that's when the magic happens every input that goes through the keyboard carries multiple intent I'm sure there must be a whatsapp group where we talk about spending the next long weekend in Goa of course we're going to book a flight ticket we're going to book reserve hotel, book casino I don't know right so every mobile input carries multiple intent which leads to multiple decision making right and these keyboard intents can be processed to derive in depth user intents user insights right and this can be the source of fuel for your innovative marketing campaigns in the interest of time we cannot go deeper into how it's done you know what tools to be used etc etc but I just want to leave you with this thought that just imagine how powerful the keyboard software which is sitting in your smartphone is right and how much value can be derived from this data which is across different smartphone journey and that's why at Bobble we started making this data intelligence as a service as an offering to the marketers like yours right and this data is backed by 80 million plus users of Bobble portfolio of keyboard I say portfolio of keyboard because we work with various smartphone manufacturers and we have multiple brands to cater to different user segments we have got something called Bharat keyboard to cater to tier to tier 3 audience Bobble is more like a flagship product we've got Mint keyboard for all the Xiaomi devices Geoni keyboard for the Geoni devices and so on right Consolidated 80 million plus users reach in our keyboard which can be used to drive various things like market intelligence if you want to understand how is your brand or how is your product you know the market that you are catering to how is it shaping up how is it evolving with time right or for example how do you how does your metrics benchmark against your competition metric predictive audiences creating an audience cohort that can be used for programmatic advertising right getting more return on ad spend identifying users just imagine people who are searching for Pizzer on Zemato and let's say you are a Pizzer brand and you want to target them during IPL and Hotstar inventory how do you do that right just imagine those users who are searching for Pizzer on Zemato can be created as an audience cohort right and given some other filters like you know who have Hotstar installed on their phone their cricket lovers etc and then doing their targeting on Hotstar the results are unimaginable we have seen increase in CTRS high as 4x 5x 9x in certain categories in OTT category especially data enrichment I'm sure many of the brands already have already possess first party data which they cherish I mean it's an asset that they are building and I think all of us are now very conscious about creating that repository of first party data and you know trying to harness the maximum value out of it but is your first party data complete right or can we make it even more holistic by marrying your first party data with a keyboards data and then letting you know how your consumers are behaving on smartphones for example which games are they playing what kind of products are they purchasing you know what kind of travel patterns do they have etc etc and finally identity resolution I'm sure unique identifier bookie ID, phone number email ID is so scattered right now can we resolve this identity and do the data enrichment together using mobile ideas and key identifier across 80 million devices where Bob is present there are various use cases of that data as a service coming to the content part of the future readiness right I'm sure it's easy to understand the value of data because it's tangible and many a times some things which are intangible you know doesn't really click that easily but if you look at the kind of formats of content available in social media in conversations in smartphones there is a variety of format right and how do we choose which format is the best format nobody knows it's debatable right it's never ending debate which content format is the best format but one thing which is tangible and which is factual is the fact that there is a format of content which has the highest reach as high as all the content all the other content formats combined together right you pick up insta post or facebook post twitter tweets youtube videos and you combine the reach of all of this to get what we call as conversational content the reach of stickers gifs emojis and memes it's unimaginable right and if you look at these content which are look at these conversations which are happening on smartphone brands are already present we don't claim that we bring brands into conversation brands are already there I mean when I used to chat with my friends in college they used to say that we go to magi they don't say we eat noodles or when I talk to colleagues I don't say coffee we go to a coffee shop we say Starbucks brands are already there what is needed is to amplify that presence is to give some visual vocabulary to that presence is to communicate messaging and core values of the brand to the tg who is talking about them and this is what we do through a you know a technique or a marketing technique we call it conversation media marketing right where we create branded stickers gifs emojis etc that can be distributed on different conversation in a very seamless recommended way voluntary way the people choose to share your branded content with their friends and family that's how you penetrate into their network and it's easily doable through the portfolio of keyboard application that we have right and then memes another content format which is very close to my heart I consider myself as a strong memeer because it does not just carry the messaging but it carries the impact along with it I'm sure many of the brands are struggling with the trolls on social media every time there is some incident happens and it starts getting trolled are brands prepared to handle such threats on brand safety and memes is something if the brand has already invested into to create that positive reinforcement into their consumer base that is the way to tackle such brand perception threats so content control and brand perception making brand viral on social media building recall and consideration organic customer engagement there is a lot of benefits of using meme as a content format while you are thinking about your marketing strategy so we have seen how we add value with data content and then finally engagement right once there is a customer on board there is a need to engage with them deeply there is a need to create a long lasting relationship and connectedness with them right and that is where bubble technologies like conversational content integrated into chatbot making them talk more human in the language that millennials and judges speaks right not just textual boring or rather catalog sort of messages coming from chatbot but literally pieces of content which has the power to convert moments of frustration into moments of delight right that is what we were able to achieve with our content tech integrated into chatbots there is another one this is one of our favorite and one of the first feature that we came up with at bubble tech where you take a selfie we create facial you know cartonified avatar of your selfie in just few milliseconds unlike other avatar making technology available out there where you have to choose your hairs and glasses and things you know spend 5 minutes and then get something which looks which doesn't look like you here you take a selfie wait for few milliseconds which are literally you don't wait you get it in real time and that looks exactly like you right so this technology itself has been integrated in various in-app messaging of these dating apps or you know various other places wherever or loyalty programs where you scan a QR code on a packaging and then you are taken to a place landing page where you take a selfie and then create your personal avatar and then make that brand messaging viral with your friends and family member right and then tech innovations we keep thinking of various tech innovations how do we integrate brands seamlessly into smartphone experience for example one of the things which is very much talked about especially during cricket season is cricket of course people talk about you know the performance of the favorite players they talk about the emotions associated with the cricket right while they are watching the match as well as beyond match viewership so this time we partnered with some of the large brands who were able to leverage this tech innovation we call it live score bar and I'm going to show you a 30 seconds video to help you understand that Show me something Indians love the most Chai Even more Shadyam Even more Cricket Oh yes Cricket is undeniable Maybe that's why we are always texting tweeting about it from sharing frustration over the wrong move just deliberating one Cricket continues to be a part of millions of conversations and guess what this T20 season TBS Eurogrip tires thumbs up and my 11th circle became part of these conversations with Bobble AI's live score bar these brands got right in front of cricket lovers and enriched all cricket conversations but by far there is more with Bobble AI's cricket team stickers these brands captured true emotions of cricket fans creating brand recall and delivering the true expression to cricket fanatics well we can say that TBS Eurogrip tires thumbs up and my 11th circle perfect yeah this is one of the many innovations that we have done for multiple brands we have done an NFT campaign for example for Kama Sutra condoms which is also one of the various events and then so many brands who have been trusting Bobble power of data power of content that can create an impact the power of engagement technologies and various innovations and smartphones so our team is right here you know so let's let's catch up over drinks thank you thank you Ankit on that note ladies and gentlemen continuing the journey from the inaugural edition of these awards we will now take you through a short audio visual of the mobile marketing awards the Maddie's 2022 let's have a look welcome to the eighth edition of exchange for media mobile marketing awards the Maddie's 2022 the Maddie's were established in the year 2015 exchange for media mobile awards the Maddie's acknowledges and recognises all such marketing stories that employ an effective mobile marketing strategy done in India and will be equally judged on innovation concept execution and results by a highly experienced independent panel of the industry as of today the Maddie's is the most valued award in India and is considered a true symbol of excellence we are happy to share that this year too we've received enormous responses from advertising and media agencies and brands given their fierce efforts to grapple the same with over 54 categories we've received 650 plus entries the entries have undergone two phases of judgement first the selection jury board which comprised of industry heads of brands appraising each entry and preparing a shortlist for further consideration by the grand jury the jury then went through all shortlisted entries and chose the winner for the gold silver and bronze medals in 54 categories and also named the winners of the excellence awards the exchange for media mobile marketing awards proudly presents the jury this year the jury was led by Rakesh Srivastav managing director Nissan Motor India Private Limited and it consisted of some of the biggest needs of the marketing fraternity people who are respected and have in-depth knowledge of the mobile marketing industry Deepika warrior chief marketing officer Diageo India 80 single chief marketing officer Vega marketing officer Krompton Greaves Consumer Electricals Ranjani Krishnaswamy general manager marketing Titan Sumit Singh group chief marketing part of Matty's the mobile awards it was very very engaging enriching for me first of all interacting with the jury close credibility was one of the highest with the strength of experience the expertise the exposure across industries the openness the transparency the fairness that the jury showcase was exemplary and I'd like to thank the jury members for this when we look at the entries the number of entries there was very very strong and the entries showcase the strength in terms of concept innovation execution and also swing very very strong presence very very difficult choice but then as a jury we were able to evaluate and come to a strong understanding in terms of the winners I'd like to thank again the jury for a strong work done for a credible work done and would like to thank all the winners for the performance and coming out winners so ladies and gentlemen on that note it is time for us to start with Marys 2022 I want the energy to remain within all of you I want you all to blow in the trumpet I want you all to applaud for one another and let's recognize one another today with a big round of applause for each and every one of you present here come on Mumbai let's bring the roof down on that note we're going to be starting with the awards the much awaited awards ceremony before we begin I'd just like to make an extremely important notice the ones who are winning the bronze we'd request you to collect your trophies from the bronze booth outside the hall of course the names are going to be announced but for the trophies you'll have to step out at the end and collect it from the bronze booth of course we'd more than welcome the ones who are winning the silver and the gold on the stage on the first set of awards it's my honor to have you all for that first up our editor in chief BWB's world and exchange for media Dr. Anurag Bhattra also if you could have head of fat sales and sales excellence Amazon Jacob Kuruvilla let's give him a warm round of applause also if you could have Deepak joining us do we have Mr. Deepak from WeServe yes right there let's give him a warm round of applause it's always an honor Deepak to have you join us on that thank you so much so the first set of awards ladies and gentlemen our category is marketing strategy and the first subcategory being brand recall let's find out who's winning the award the first subcategory of the marketing strategy is brand recall the bronze award goes to congratulations to mindshare and ultra tech cement let's go ahead and find out our silver ladies and gentlemen mindshare and RKSV securities let's give them a warm round of applause welcome them on the stage heartiest congratulations come on let the music continue and with this let's find out who backs the gold ladies and gentlemen team Rajasthan Royals and team interactive avenues the reprised network company come on ladies and gentlemen a big big round of applause for team Rajasthan Royals team interactive avenues the reprised network company you're at Madi's 2020 let's make some noise everyone well bagging the first gold today at Madi's 2022 well ladies and gentlemen on this note let's move ahead to our next category being lead generation let's find out the winners next subcategory of the evening is lead generation there are two joint silver awards under this category the first silver award goes to ladies and gentlemen heldify me and mass platform powered by apple and association with heldify me ladies and gentlemen let the applause continue and for our next silver the second silver award goes to and it goes to team noise and team amazon and with this it is time for us to find out who backs the gold gold award goes to and it's out there ladies and gentlemen team Vsauve and max life insurance hashtag Madi's moment right there let the applause continue they've just backed the gold with that we move ahead to our next subcategory next subcategory is launch of product or service the bronze award goes to heartiest congratulations Disney plus hotstar let's applaud them congratulations congratulations congratulations let's applaud them with that let's move ahead and find out our silver there are two joint silver awards under this category the first silver award goes to team true caller LLP team virality media private limited well they aren't with us but let's congratulate them and with that let's find out our next silver winner the second silver award goes to team hide mines innovative market solutions team flipped art health class and with that it is time for us to find out who backs the gold gold award goes to ladies and gentlemen team Oreo team ladies and gentlemen our gold winners on the stage let's give them a big big round of applause on that note let's move ahead to our next category next subcategory of the company is relationship building remarketing there are two joint bronze awards the first bronze award goes to heartiest congratulations to Amazon ads and ITC limited foods business division let's move ahead and find out our next bronze the second bronze award goes to and it's right there the and more the entertainment enterprises heartiest congratulations to team with that let's find out who backs the silver the silver award goes to yes it is team Amazon ads and in India ladies and gentlemen team Amazon team in India heartiest congratulations with that let's find out who backs the gold what goes to yes team interactive avenues reprise network company team Rajasthan Royals ladies and gentlemen our gold winners right there let's applaud them and on that note let's move ahead to our next subcategory next subcategory is best use of apps or games for marketing the silver award goes to and the silver award goes to team mind share team Hindustan Unilever Limited let's bring in more and more energy in the room with your hoots and your claps I did over here I believe that's Ajay on the stage on that note let's find out who backs the gold and the gold award goes to and it goes to once again team mind share team Hindustan Unilever Limited ladies and gentlemen let the applause continue we are having them win both the silver and the gold and on that note I'd like to thank Jacob and thank you so much Deepak for joining us let's give our both our dignitaries a big big round of applause of course we request Dr. Bhattra to please stick around for our next set of awards to accompany and join Mr. Anurag Bhattra Dr. Anurag Bhattra we are going to be requesting the chief marketing manager of AirAsia India Siddharth Bhattalia to kindly join us and honour us with his presence let's give Mr. Bhattalia a warm round of applause if I could have the VP India sales pocket Piyush to kindly join us Piyush Shaparval thank you Piyush and if I could have the founder and editor in chief IWM boss Siddharth Lai also as well let's give him a big big round of applause and with our dignitaries having shared pleasantries on stage it is time for us to move ahead to our next sub category next sub category is most effective app for consumer there are three joint bronze awards under this category the first bronze award goes to and the bronze goes to team met our team my chair congratulations with that let's find out who gets the next bronze the second bronze award goes to and that goes to team app labs media team one mobiquic system India congratulations with that let's find out the final bronze winner goes to and that goes to the paths media and team taught our digital let's give them a warm round of applause ladies and gentlemen such great wins coming on this category goes to and ladies and gentlemen that goes to team mass platform part by apple in association with swiggy let's give them a warm round of applause as we welcome the team to join us parties congratulations hashtag the marries on that note let's find out who bags the gold gold award goes to yes it's team a mind share team RKSV securities ladies and gentlemen the golden moment on the stage let's give them a big big round of applause congratulations on that note let's move ahead to the next subcategory the next subcategory was campaign to drive sales the bronze award goes to congratulations team interactive avenues team Titan company limited with that let's find out who bags the silver there are two joint silver awards under this category the first silver award goes to ladies and gentlemen once again interactive avenues Titan company let's give them a big big round of applause well they won the bronze as well as silver let's applaud them ladies and gentlemen team interactive avenues team Titan company the moment is right here come on everyone let's make some noise and with that let's find out our next silver the second silver award goes to right on the stream team Flipkart team Peter England audience let's give them a big big round of applause congratulations and on that note let's find out who bags the gold gold award goes to team OMD team OMD bagging the gold at Marys 2022 congratulations ladies and gentlemen let's give them a big big round of applause OMD has won a gold at Marys 2022 and with this let's move ahead to our next subcategory next subcategory is gender equity there are two joint silver awards under this category the first silver award goes to ladies and gentlemen team Lulintas India white rivers media Harsheh India let's give them a warm round of applause as we welcome them come on team join us on stage ladies and gentlemen let the applause continue congratulations with that let's find out our silver winner the second silver award goes to and it goes to team mindshare team Hindustan Unilever limited and the golden moment is come let's find out our gold winner and the gold award goes to once again team mindshare team Hindustan Unilever limited ladies and gentlemen the golden moment right there let's give them a big big round of applause team mindshare team Hindustan Unilever limited and on that note let's move ahead to our next subcategory is amplification the bronze award goes to congratulations team mindshare and team PepsiCo for winning the bronze let's find out who backs the silver our two joint silver awards under this category the first silver award goes to team disney plus hotstar alright we have the team out here disney plus hotstar please ladies and gentlemen we have the entire team out here let's give them a big big round of applause congratulations disney plus hotstar congratulations I won't say the old women team I'm sure there would be a lot but then when women represented brings a lot of energy and exuberance let's find out the next silver winner the second silver award goes to and that goes to team wave maker team per feathery one malindia let's congratulate them yes we have the entire team joining us let's amp up the music a little higher come on let's bring in more energy Mumbai ladies and gentlemen let's create waves team wave maker team per feathery one malindia congratulations and let's find out who backs the gold award goes to team mindshare team ultra text cement and the moment is right here hashtag come on everyone let's make some noise for the gold winners and with that let's move ahead to the next sub category next sub category is community building there are two joint bronze awards under this category the first bronze award goes to congratulations team shebang and johnson and johnson india that's the for the bronze you don't have to come on stage the second bronze award goes to her share india team love linters india white rivers media let's applaud both our bronze winners with that let's move ahead to the silver and that goes to team mindshare team cast all india limited ladies and gentlemen for the silver team mindshare team cast all india limited heartiest congratulations and with that let's find out our gold winners there are two joint gold awards under this category and the first gold award goes to mindshare yet again team kimberley clock india and with that let's find out our next winner the second gold award goes to team mindshare once again team hindustan unilever limited and on that note i'd like to humbly thank dr. Anurag Bhattra thank you so much let's give him a warm round of applause and if you could all stay back let's come on ladies and gentlemen thank you so much dr. Anurag Bhattra on that note let's move ahead to our next subcategory next subcategory is social impact or not for profit the bronze award goes to congratulations ladies and gentlemen to our bronze winner let's move ahead to our silver there are three joint silver awards under this category the first silver award goes to team media calm team moss pet care let's give them a big big round of applause congratulations do we have them here amongst us i believe not let's move ahead to the next one the second silver award goes to team zanmol team z entertainment enterprises let's give them a big big round of applause as we welcome the team on the stage congratulations on that note let's find out our next silver winner the third silver award goes to ladies and gentlemen team tata consumer products team in mobile let's give them a big big round of applause they've backed the silver on that note let's find out who backs the silver award goes to team tonic worldwide team sbi general insurance and on that note i'd like to humbly thank you siddhartha we've got two siddhartha actually mr butalia mr like thank you so much for joining us ladies and gentlemen let's give them a big big round of applause they've been so kind and of course the stage should be incomplete without calling the next set of dignitaries i have the honor of first fall calling upon the senior manager of media monday's anjali krishnan let's give our lady a big round of applause anjali you're only going to add more vibrance to the stage thank you so much on that note if i could have the marketing and e-commerce and modern trade blue star india mr girish hingorani thank you so much girish for joining us with that it's my honor to have the chief commercial officer of true caller kari krishna murthy if you could have him as well to join us let's give him a big big round of applause and joining our dignitaries on stage if we could have the managing director asia magnite gavin boston to join us on the same thank you so much gavin and with all our eminent dignitaries on the stage ladies and gentlemen it is time for us to move ahead to our next subcategory next subcategory under marketing strategy is maximizing mobile advertising the bronze award goes to congratulations team app labs media with that let's go ahead to the silver the silver award goes to team madison media team siplar health ladies and gentlemen team madison media team siplar health on the stage and let's find out who buys the gold award goes to congratulations team team media requesting you to please join us and the gold right there let the applause continue everyone congratulations on that note let's move ahead to our next subcategory next subcategory is digital influence there are two joint bronze awards under this category the first bronze award goes to congratulations team mindshare team pepsico let's find out the next bronze the second bronze award goes to congratulations team interactive avenues and team titan company let's find out who bags the silver the silver award goes to wow mindshare sweeping this team mindshare team kimberley clock india you need to bring in more energy with your huge round of applause let's get the trumpets and play and it's time for the gold and we won the biggest applause when we get that announced let's find out who bags the gold what goes to team mindshare once again team rks we securities well mindshare after bagging three medals in this category you definitely have to share what's happening in your mind but offstage alright okay on that note let's move ahead to our next subcategory next subcategory under marketing strategy best mobile messaging campaign sms mms there are two joint silver awards under this category the first silver award goes to and the silver goes to team zanmol team z enterprise z entertainment enterprises let's give them a big big round of applause as we welcome the team to join us come on Mumbai the stage can't be louder than you there are so many of you in number you gotta show it up let the hoots happen let the claps continue and joining in the celebration with our next award is the second silver award goes to team mindshare team Hindustan Unilever limited I need the symphony of claps you need to support each and every winner like it's your win tonight let's make it fantastic let's hoot let's get the claps on come on yes Kirish I love that energy from you on the stage on that note let's move ahead and find out who backs the gold gold award goes to goes to team OMG points for all the ones who use the hoot tonight come on everyone let's get the trumpets in play congratulations and with that it is time for us to move ahead to the next subcategory subcategory is most engaging mobile campaign the bronze award goes to congratulations team mindshare and team PepsiCo India with that let's find out who backs the silver the silver award goes to team interactive avenues reprise network company team Amazon Prime video ladies and gentlemen let the applause continue we've got the team we've joined us interactive avenues and team Amazon Prime video and on that note let's find out who backs the gold gold goes to yes ladies and gentlemen team mindshare team RKSV securities congratulations well on that note firstly a very big thank you to Kirish thank you so much for joining us Gavin will request to please stay back meanwhile a big big thank you to our dignitaries come on ladies and gentlemen let's give them a big big round of applause thank you so much Kirish, Anjali, Ankari, Krishnamurthy thank you on that thank you to join Gavin on the stage if I could have the honour of calling upon the co-founder mob avenue Tejas Rathore thank you so much Tejas for joining us if I could now have the honour of inviting the co-founder and COO Chingari Deepak Salvi and for the general manager customer marketing castrol if I could have the honour of calling upon Saurabh Mathur well Mumbai if I do a contest right now who's going to be louder is it going to be the MC or is it going to be the audience I think the vote is going to come in my favour but I want the energy slowly to come from you further come on everyone because these are your awards this is all for you so celebrate it as much as you can it's your night let's prove that right all right on that note and with the energy scale going only a bit higher let's go on to the next subcategory next subcategory is promotion there are two joint silver awards under this category the first silver award goes to team ATM ads team mama the silver goes to you congratulations we'd request you to join us on the stage ladies and gentlemen team pay DM ads team mama let's give them a big big round of applause for bagging the silver today at Marys and with a smile and happiness only spreading it is time for us to move ahead to the next silver the second silver award goes to team and it goes to team flipkart ads team peter england congratulations on that let's move ahead to the golden moment and find out who bags the gold team interactive avenues a reprise network company team amazon prime video come on let's bring in more audio to the music ladies and gentlemen you're at marys 2022 congratulations on that front let's move ahead to the next subcategory next subcategory is maximizing mobile advertising programmatic and machine learning there are three joint bronze awards under this category the first bronze award goes to congratulations team amazon ads team hb let's move ahead to the next bronze the second bronze award goes to congratulations team omd congratulations run all tender let's move ahead to the next bronze third bronze award goes to congratulations team Madison media and Raymond consumer care limited let's find out our next win and the moment has come ladies and gentlemen team omnicom media group team dbs if you're enjoying let's amp up your volume with your round of applause congratulations on that note let's move ahead to the next one next subcategory is best use of vernacular language in mobile advertising the bronze award goes to well congratulations team zl more z entertainment enterprises on bagging the bronze let's find out who backs the silver our two joint silver awards are under this category the first silver award goes to team z entertainment enterprises a warm round of applause as we welcome the team on the stage to collect for the silver do we have them with us right now I believe not let's move ahead to the next one the second silver award goes to team had integrated marketing and communication team btm ladies and gentlemen let's make some noise and it is time for us to find out who backs the gold what goes to mindshare team cast all India limited ladies and gentlemen for our gold winners team mindshare team cast all India limited congratulations and ladies and gentlemen our next subcategory is mobile video part by mad night and we have Gavin of course on the stage with us let's find out who the winner is next subcategory is mobile video there are two joint bronze awards under this category the first bronze award goes to team mindshare and team Pepsi go congratulations let's find out our next bronze winner the second bronze award goes to and that goes to team interactive avenues team Hershey India congratulations let's find out our next winner the silver award goes to team mindshare team India limited let's give them a big big round of applause as we welcome them on the stage ladies and gentlemen congratulations team mindshare team India limited let's find out our gold gold award goes to team phd media team shkodo auto India come on ladies and gentlemen team phd media team shkodo auto India joining us and winning the gold congratulations well with this I'd like to humbly thank Gavin Tejasaurab and Deepak for joining us thank you so much come on ladies and gentlemen let's give them a big big round of applause and for our next set of dignitaries it is now my honor first up to call upon the vice president of global business development and partnerships web engage do we have mr sood with us all right I'll just go and take the liberty of calling upon my next set of dignitaries as well the vice president sales and marketing zappads media do we have mr pande yes right there let's give him a big big round of applause if I could have the honor of inviting the associate vice president and national sales director abp network private limited mr Shalindra Higre let's give mr Higre a big big round of applause Shalindra I need a big smile from you and it's my honor to have the head of digital and e-commerce Unilever Anvesha Vasvalia let's give Anvesha a big big round of applause thank you so much do we have mr sood joining us I believe we'll just go ahead to the next one could we have our next subcategory next subcategory is mobile audio there are two john silver awards under the base category the first silver award goes to team interactive avenues reprise network company team jammy technology india you know I was just wondering on this music how could you have not danced but the trophy says it all let the celebrations continue on that note let's move ahead to the next one the second silver award goes to team geo solving team media come let's give them a big big round of applause ladies and gentlemen congratulations team next win the gold award goes to yes it's media com communications team dull technologies so they aren't joining us but heartiest congratulations let's give them a big big round of applause ladies and gentlemen they've won the gold with that I'd like to just re-invite mr apurva sood vice president of global business development and partnerships web engage all right mr sood you're right there let's give our gentlemen a big big round of applause ladies and gentlemen let's move ahead to the next subcategory next subcategory is most effective email camping and the gold award goes to on the screen interactive avenues a reprise network company and team rogestown royals ladies and gentlemen team interactive avenues a reprise network company team rogestown royals congratulations on that gold let's move ahead to the next one next subcategory is best views of mobile customer engagement there are two joint bronze awards under this category the first bronze award goes to congratulations team mind share team kimberley clark india let's move ahead to the next bronze the second bronze award goes to congratulations team glance digital experience team glance let's move ahead to the next one the silver award goes to team foxy moron digital marketing team Kellogg's india let's give them a big big round of applause whilst as we request them to join us on stage come on Mumbai let's bring in more and more energy with so many of you out there in the audience let's applaud one another congratulations once again congratulations once again on that note let's find out our next wins there are two joint gold awards under this category and the first gold award goes to team mind share once again team hindustan unilever limited congratulations what looks like for them winning is becoming a habit and I hope that becomes the case with you let's find out the next win the second gold award goes to team let's give them a big big round of applause with this let's move ahead to the next subcategory let's find it out next subcategory is best use of mobile property there are two joint silver awards under this category the first silver award goes to congratulations team disney plus hotstar the ladies are back on the stage for yet another medal let's give them a big big round of applause let's find out our next win the second silver award goes to team team congratulations team on that note let's find out the gold gold goes to team madison media team hashtag the madis moment let's applaud them ladies and gentlemen come on let's get more and more energy in the room congratulations you know they say the best way to be appreciated stay appreciated is when everyone applauds for each and everyone so today come on ladies and gentlemen in our next coming up awards I want all of you to participate let's get the next one on the stage next subcategory is the most effective DTC e-commerce campaign the silver award goes to and the silver goes to team amazon ads it's called one plus one plus one plus two please all of you together on the stage the team is only getting bigger come on everyone team amazon ads and the moment we've been waiting for to find out the gold in this category the gold award goes to team interactive avenues team let's get them a big big round of applause with that let's move ahead to the next subcategory the next subcategory is most effective search campaign there are two joint bronze awards under this category the first bronze award goes to congratulations high minds in a way to market solutions and max live insurance company limited let's go ahead to the next bronze the second bronze award goes to team amazon and team wonder chef congratulations with that let's move ahead to the silver the silver award goes to team interactive avenues and team titan company limited bags the silver requesting the team to please join us on the stage congratulations with that hold your breath it's time for finding out the gold winner award goes to team excelling which is team amazon ads the gold right there ladies and gentlemen amazon ads on that note on that note I'd like to thank Alok Shalindra Purva and Anvesha for giving me such wonderful company and of course it is now my honour to call upon my next set of dignitaries first up strategic media lead of meta ladies and gentlemen Natasha Kapoor I hope you'll be more active on meta on this I appreciate it okay all right next up if I could have the company of the CMO of Gopessa Ankita Chen with two wonderful leaders with us on stage if I could have the company of CMO India of the Hershey company Ankit Desai to please join us Ankit an honour to have you and the country manager Samir Karpe could we have Samir yes he's right there let's give him a warm warm round of applause with all our dignitaries on stage it is my cue to move ahead to the next awards let's throw it next sub category is best use of mobile integration the bronze award goes to the bronze congratulations with that let's move ahead to the silver the silver award goes to for the silver team mindshare team Hindustan unilever requesting you to join us on stage let's find out who backs the gold award goes to looks like they have sweeped it all team mindshare team Gastrol India Limited well when a company sweeps away all three medals in the category I think they deserve a big round of applause let's applaud them thank you so much on that note let's go ahead to the next sub category last sub category under marketing strategy is best use of mobile beauty the silver award goes to wow team omd team beers doff for us it is time now to find out who backs the gold award goes to yes you saw it team interactive avenues and a team titan company well a team is surely doing a lot of things right they're coming ahead and bagging so many awards let's give them a big big round of applause on that on that note we have a special award to give away which is presented by abp life which is the people's choice award and the award goes to ladies and gentlemen and that goes to phone pay let's give them a big big round of applause to team phone pay well they couldn't join us in person but congratulations for winning the people's choice award presented by abp life on that note let's move ahead to the next one the first sub category and the first strategy is cross-media integration there are two joint bronze awards under this category the first bronze award goes to congratulations team omd and Tata Motors let's find out the next bronze award the second bronze award goes to congratulations team mind share team castrol india limited let's find out for the silver the silver award Yes, it is time to have Team Mindshare, Team Ultra Tech Cement on the stage. They won the silver. Congratulations. With that, let's move ahead and find out who has won the gold. There are two joint gold awards under this category. Have the first gold award goes to Team Edelman India, Team PepsiCo India. Presenting to you our gold winners, Team Edelman India, Team PepsiCo India. And let's find out our second gold winner. The second gold award goes to Team WaveMaker, Team Perfettiwan Mali India. Let's move ahead to the second subcategory under Channel Media Strategy. Let's find it out. The next subcategory is in advertising. The bronze award goes to... Congratulations, Team Paytm Ads and Mama Earth. Let's find out who bags the silver. The silver award goes to... Yes, Team Eye Prospect, Team Visa and Team AU Small Finance Bank. Let's give them a big, big round of applause as we request them to join us on stage. If I could have Deepak and of course the entire team as well to please join us. Ladies and gentlemen, let's make some noise. Let's the applause continue as we have Team Visa and Team Eye Prospect on the stage. With that, let's move ahead and find out who bags the gold. The gold goes to... Yes, it goes to Interactive Avenues, Amazon Prime Video. Congratulations. On that note, let's move ahead to the next one. Next subcategory is Mobile Applications. The bronze award goes to... Congratulations, Team Mindshare and Team Hindustani Unilever Limited. With that, let's move ahead to the silver. The silver award goes to... Calling up on stage. Team Nippon Life India Asset Management Limited. Well, it's time for the golden moment. Let's find out who bags the gold. Award goes to... And that goes to Team Digital Chalebi, Team Mankind Former. Well, heartiest congratulations. They won't be joining us now on stage. With that, let's move ahead to the next subcategory. Next subcategory is Mobile Website. There are two joint bronze awards under this category. The first bronze award goes to... Congratulations to Zapat Media and PhD Media on the bronze. Let's move ahead to the next one. The second bronze award goes to... PureTech Digital and Bank of Verota. Time to find out our silver winners. There are two joint silver awards under this category. The first silver award goes to... Team Mindshare and Hindustani Unilever. I'm time to find out our second silver winner. The second silver award goes to... Yes, Alliance Advertising and Marketing and Card Deco. I believe the team is not amongst us right now. But on that note, I'd like to heartily thank Ankita Sameer, Ankita and Natasha. Thank you so much for joining us. They've been so gracious and so great with their presence. Thank you once again. It's my honor now to call upon our next set of dignitaries. First up, the Senior Vice President Mindshare, Mr Ajay Mehta. Well, the team has won so many awards. Mr Mehta, it's an honor to have you join us. How are you doing today? Counting awards. Did I hear that right? Appley said, if I could have now the Chief Operating Officer of Pinkvilla, Mukul Kumar Sharma. Thank you so much, Mukul, for joining us. If I could now have the India GM and Global Marketing Head, Moka Technology, Mr Singh Vishal Singh. I'd love your presence on the stage. Thank you so much. We had the honor of having you as a speaker and, of course, now joining us on Felicitating. And the Head of Fat Sales and Sales Excellence, Amazon Jacob Kuruvilla. Let's have Jacob to join us. Thank you so much, Jacob. So now that we have Mukul, Ajay, Vishal and Jave Cup with us on the stage, I think it's fair enough to move ahead to our next set of awards. Next subcategory on the Channel Media Strategy is News of Social Media. The Bronze Award goes to... Mindshare and Hindustan Unilever Limited. With that silver... There are two joint silver awards under this category. The first silver award goes to... Team Woot, Team Wycombe 18 Digital Ventures. Join me in applauding, ladies and gentlemen, the silver award winners, Team Woot, Team Wycombe 18 Digital Ventures. And joining us in celebration next, let's find out our winner. The second silver award goes to... Let's interact further and call upon Team Interactive Aventures and Team Rajasthan Royals. Adios, congratulations. Come on, they've been so great. Yes, let's make trumpet our music for today. Let's keep applauding, everyone. And joining us on the goal, let's find out our winner. There are two joint gold awards under this category. And the gold award goes to... Interactive Aventures once again, Team Harshe India. Congratulations. With that, let's find out our next winner. The second gold award goes to... They seem to have done a PhD in winning Team PhD Media, Team United Spirits Limited. Let's make this moment more memorable by joining in applauding them. Come on, everyone. I'm sure all the winners seek for excellence and, of course, the applause from all of you present here. On that note, let's move ahead to the next subcategory. Next subcategory is Best Emerging Technology Campaign, Mobile, TV, Video, Bluetooth, Wi-Fi, Voice, RBT, etc. There are two joint silver awards under this category. The first silver award goes to... Team OMD, Team Tata Motors. Congratulations, Team OMD, Team Tata Motors. On that note, let's move ahead to the next one. The second silver award goes to... Interactive Aventures once again, Team Amazon Prime Video. Let's interact with them with our round of applause. Come on, everyone. Let's applaud them. Hold your breath. Ladies and gentlemen, it is time to find out the gold. All goes to... Team Media Smart and Apple Company in association with Lotus Hobbles. Well, with this, let's move ahead to the next subcategory. Could we have that on the screen? Next subcategory is Best Multimobile Channel Campaign, the bronze award goes to... Congratulations, Minthra Brine Solutions and Sugar Cosmetics. With that, it is time for us to find out the silver. The silver award goes to... Once again, Minthra Brine Solutions, Team WoW Skin Science. Let's welcome them on the stage and congratulate them on winning both the awards. Well, let's applaud Minthra Brine Solutions having won both bronze and silver. And yes, the moment comes to a standstill when we find out who's going to bag the gold on this. It goes to... Team Mindshare once again, Team Ultra Tech Cement. With this, let's move ahead to the next subcategory. Let's go ahead. Next subcategory is Location Based Services or Targeting. The bronze award goes to... Congratulations, Team Swiggy and Team Mask Platform. And with that, let's go ahead to silver. The silver award goes to... Yes, it goes to MediaSmart and AFL Company in association with KFC and Blinker Digital. And it's time for us to find out who bags the gold. Award goes to... AFLAPS Media and Team Worsay Innovation. The golden moment right there at hashtag Marys. Let's keep applauding them, ladies and gentlemen. Congratulations. With this, we move ahead to the next subcategory. Let's find it out. Next subcategory is Most Effective Chatbot Solution. There are two joint silver awards under this category. The first silver award goes to... TV Today Network. I believe they aren't amongst us. Let's move ahead to the next silver. The second silver award goes to... Team Mindshare. Team Hiddleston Unilever Unlimited. And let's find out the next one. The Gold Award goes to... Yes, the Screams Editorial. Come on, everyone. Team Madison Media. Team Sippler Health Limited. Ladies and gentlemen, join me in applauding... our wonderful team of Madison Media... and Team Sippler Health Limited. Well, our next campaign and our next category, let's check that out. Next subcategory is Most Effective Augmented Reality Virtual Reality Campaign. There are two joint silver awards under this category. The first silver award goes to... Once again, Team Mindshare, Hiddleston Unilever Unlimited. I don't know if the team... Yes, the team is right here. Come on. I know there are so many awards for you. Congratulations. With that, let's move ahead and find out our second silver winner. The second silver award goes to... Team Wonderman, Thompson and Team Britannia Industries Limited. Look at the smiles on the stage. How can we disappoint them without an applause? Let's applaud them. Congratulations and keep up with the win. Let's move ahead to the next one. There are two joint gold awards under this category. And the first gold award goes to... Team WaveMaker, Monterly's International Team, we serve. Congratulations on that note. Let's find out our next gold. The second gold award goes to... Yes, Team Mindshare, Team Star Sports. More and more hoots coming in. Come on, let's applaud them. Come on, the gold on the stage of Marys 2022. Congratulations on that note. Let's move ahead to the next subcategory. Next subcategory is Best Consumer Experience 020. The bronze award goes to... Congratulations, Team Interactive Avenues and Titan Company Limited. With that, let's find out who bags the silver. The silver award goes to... Team Mindshare and Hiddison Unilever Limited, bagging the silver, requesting the team to kindly join us on stage. Congratulations with this. Let's find out our next win. Who the award goes to... Interactive Avenues and Titan Company Limited. Well, before we move ahead to the next subcategory, I'd like to humbly thank Mukul, Ajay, Vishal and Jacob. Thank you so much for joining us. Let's give them a big, big round of applause for being such a great sport and joining us on the stage. To help us in felicitating our next set of awards, first up, it's my honor to call upon the senior manager of media, Mondele's Anjali Krishnan, to join us. Anjali, an immense honor to have you back on the stage. I feel the stage can't get enough of you. On that note, it's going to be great to have the founder and CEO of Bobble AI, Ankit Prasad. Ankit, are you in the... Okay, he's going to be coming. I'll be waiting for Ankit to join us on stage. The chief digital and data officer, Laxmedia group, Manas Mohan. Manas, thank you so much for joining us. And if I could have the business development director of message bird, Vijayant Dhaka. Let's give him a big, big round of applause. Thank you so much, Vijayant, for joining us. While it says, of course, I'll have to wait for Ankit to join us, but in fair presence of our dignitaries, I believe let's go ahead with the category and then we can have Ankit. Let's start with our next category. Last subcategory on the channel of media strategy is most effective retail commerce campaign. The bronze award goes to... Congratulations to Flipkart ads and Puma India for bagging the bronze. On that front, let's move away to the silver. The silver award goes to... Flipkart ads once again for Peter England, and Team Peter England and Team Flipkart ads bagging the silver, requesting you to join us on the stage. And let's find out who bags the gold. The gold goes to... I think we'll have to call him again. Team Flipkart ads, team added us. Ladies and gentlemen, they've bagged three awards in this category, bronze, gold, and silver. Well, totally swept this subcategory. Let's warmly applaud, ladies and gentlemen, Flipkart ads. Wonderful effort. Well, with this, we've reached to the next main category. We're talking about enabling technologies, and let's find out the subcategory award. First subcategory under enabling technologies is innovation. There are two joint bronze awards under this category. The first bronze award goes to... Congratulations, Ph.D. Media and Shkoda Auto India. With that, let's find out our next bronze winner. The second bronze award goes to... Congratulations, Team Mindshare and Hindustan Unilever. Let's find out our silver winner. The silver award goes to... Team Mindshare once again. Team RKSV Securities. Well, I believe the proximity of Mindshare with the stage is going to be more preferred since they're winning so many awards. Come on, let's give them a big round of applause. And on that note, let's find out our gold winners. Two joint gold awards under this category and the first gold award goes to... Ph.D. Media. Right, it's very limited. With that, let's move ahead and find out our second gold winner. The second gold award goes to... Well, Hansa Equity. Let's give them a big, big round of applause and Nippon India Mutual Fund. Do we have the team joining us? Is that you? Yes. Winning the gold Hansa Equity team, Nippon India Mutual Fund. Congratulations to the teams for winning this. On that front, let's move ahead to our next subcategory. We're looking about rich content, interactive content. Let's move ahead. Next subcategory is Hughes of Rich Media, video interactive content. The bronze award goes to... Congratulations, Mobile AI. Captain Zach on bagging the bronze. On that note, let's move ahead and find out our silver. There are two joint silver awards under this category. The first silver award goes to... Mindshare and Hindustan Unilever. Must say their smile says it all. So many awards. Come on, ladies and gentlemen. Such great work done by the team. Let's move ahead and find out our next winner. The second silver award goes to... Edelman India and PepsiCo India. Let's give them a big, big round of applause. With this, the moment has arrived to find out the gold winner. There are two joint gold awards under this category. And the first gold award goes to... BHT Media. United Spirits Limited. Well, they say that applause is earned and I'm sure they've earned it. Come on, everyone. Let's give them a big, big round of applause. Go ahead to the next gold winner. The second gold award goes to... In Ocean and Team, we serve. Let's give them a big, big round of applause on winning this wonderful, wonderful award for the Hyundai campaign. The gold award needs a lot of applause from us. Come on, everyone. Congratulations. With that, let's move ahead to the next subcategory. Next subcategory is Data Insights. The bronze award goes to... Team Flipkart Ads and Peter England. It's time for us to find out the silver winners. There are two joint silver awards under this category. The first silver award goes to... Performance India, IDC Limited. Let's applaud them once as we request them to join us on stage. Congratulations, ladies and gentlemen, Performance India, IDC Limited. Congratulations. On that note, let's go ahead to the next wins. The second silver award goes to... Ladies and gentlemen, Team, we serve. Let's give them a big, big round of applause requesting the team of Vserve to please join us on the stage. They say claps only add to the momentum of the event. Come on, Mumbai. Well, we're loving the energy. The next award goes to... I think we'll have to call them again. Team, we serve. Let's get them back on the stage. For the Max Life Insurance Campaign, congratulations, Team. Another great win. And they say that when you win the silver and the gold, everyone in the audience needs to applaud. Come on, everyone. Well, thank you so much, Mr. Khurana, to join us. We serve bagging the silver and the gold in this subcategory. Congratulations with that. Let's move ahead to the next one. Next subcategory is the most engaging mobile creator. The bronze award goes to... Congratulations. We serve on the bronze. Let's move ahead to the silver awards. Two joint silver awards under this category. The first silver award goes to... Kellogg India and Digital Turbine. Do we have anyone from the team joining us? Yes. Well, did they win it for the campaign in play? Advertising makes Kellogg's chakras irresistibly, chocolaty and fun for kids in India. Let's give them a big, big round of applause. Let's move ahead and find out the silver. The second silver award goes to... Wonder Man, Thompson, Singapore Tourism Board. Let's show our hospitality to them with a round of applause. Come on, everyone. And with that, it is time for us to find out the gold. What goes to... Shabang and Team Petalite. Well, before we move ahead to our next category, I'd like to humbly thank Anjali, Manis, Vijayan and Anke. Thank you so much for joining us. Let's give them a warm, warm round of applause. Good for the best MC yet. Because the way Bhavna has been handling the show for the last three hours, I think she deserves a bigger round of applause. Well, I didn't know I'm going to get the biggest applause, but that's so sweet. Thank you. Thank you for that warm acknowledgement. And it'll help me to conduct the program forward with a bigger smile. But let's get the festivities in place because today the spotlight is going to be on you. First up, if I could have a dear friend joining me on stage, I'd like to thank the strategic alliance, Laximedia Group and founder, Deep Story Private Limited, Satya Brathathas. Let's give Mr. Das a big, big round of applause. Hi, Satya, how are you doing? I'll just correct him. It's the whole day. She's been doing a great job. Round of applause. Thank you, Satya. On that note, if we could have the honor of having the dynamic head of demand facilitation, Asia, Priyanka to kindly join us. Priyanka, you've been so great all throughout. And thank you so much. And Priyanka, especially come down from Singapore. She and our entire team, let's applaud them and welcome them from our side. Also, if I could have the honor of having the digital lead, Kellogg India, Altamash Khan, Mr. Khan and someone who's already honored us with a great session before the senior GM and head marketing and e-commerce and modern trade blue star India, Girish Hingarani. Let's give him a warm welcome. Welcome with a great round of applause. Thank you so much to all our dignitaries for joining us. On that note, let's move ahead. Next subcategory is best use of UGC. The silver award goes to Mindshare and PepsiCo India. Well, the walk needs to be a sprint and a dance soon. Mindshare is bagging so many awards. With that, let's move ahead to the next one. There are two joint gold awards under this category. And the first gold award goes to Mindshare yet again, a team PepsiCo. You're sweeping the awards in this category. The second gold, let's find it out. The second gold award goes to Any guesses for Mindshare once again. Well, they did tell you not to step down from the stage and I think you proved them right. Three awards in one category. Let's give them a big, big round of applause. With that, let's move ahead to the next one. The next subcategory is best data driven industry creating them. There are two joint silver awards under this category. The first silver award goes to How could those sink India? Maruti Suzuki India Limited. Let's give them a big, big round of applause as we welcome them on the stage. Let's move ahead to the next one. Congratulations team. The second silver award goes to Zenith Media and Nestle India. Well, fair to say they have reached the Zenith of their excellence and career. Let's give them a big, big round of applause as they welcome them for the silver on the stage today. And as the team collects this wonderful award for being the silver winner, let's go ahead and find out our next win. Two joint gold awards under this category. And the first gold award goes to Might I say I want the team to be very close to the stage, mind chair and RKSV securities. With that, let's move ahead to the next one. Congratulations. I'm telling you, you need a seat right here. In Ocean India and Coca Cola India bagging the gold. Do we have the team amongst us? I'm afraid not. Let's move ahead to the next one. The next subcategory is most effective voice assistant app. The silver award goes to Team AI Maruti Suzuki India. With that, let's move ahead to the next one. Congratulations. Interactive avenues. Team Amazon India. Congratulations. Well, our next subcategory talks about the effective app install campaign. Let's find it out. The next subcategory is the most effective app install campaign. The bronze award goes to Congratulations hashtag ARM Worldwide and Bajaj Windsor on bagging the bronze. Let's move ahead. There are two joint silver awards under this category. The first silver award goes to Zapat's media. Now we've got a mass platform part by Apple in association with Haltify me on the screen. Let's give them a big, big round of applause while as we welcome them on the stage. Congratulations to the team. Well, we do have another silver winner. If you could just have that AV as well, please. Okay. Okay. Just a second. We'll get that sorted. Don't worry. The next one, please. So, well, now I would request the pads media and team Zepto. If you're there, if you could join us. Do we have them? Yes. Well, they've been applauding for everyone throughout. I think they deserve a big, big round of applause. Congratulations, the pads media. On that note, let's find out who bags the gold. And the next one goes to In Mawi and team Swiggy. As they walk. Could I get a thunderous, thunderous round of applause? Come on, Mumbai. Let's move ahead to the next subcategory. The next subcategory is most effective tech platform. The bronze award goes to Congratulations, Nippon life India. Thank you. Thank you. Let's move ahead and find out the silver. The silver award goes to First time and golf master scan. Let's give the team a big round of applause. Congratulations with that. Let's move ahead and find out the gold. Gold award goes to Calling them back on stage. And on that note, I'd like to humbly. Thanks. Thank you so much. Thank you. Come on, ladies and gentlemen, let's give them a big, big round of applause. They've been so kind. In joining us on stage. As we move towards. The next set of awards, I'd like to have the honor of calling upon the CEO and co-founder of we serve. Mr. Deepak Khurana. Deepak, we'd love to have you back on stage. And if I could re-invite the associate vice president and national sales director, ABP network, private limited Mr. Shailendra. Ladies and gentlemen, a big, big round of applause as we have Deepak and Shailendra joining us. On that note, our next category. The next subcategory is best use of mobile fashion. The bronze award goes to Congratulations. Flipkart ads and Puma India. Let's move ahead to the silver. The silver award goes to Once again, congratulations, Flipkart ads and Puma India requesting you to join us. Let's give the man a big, big round of applause as he represents his huge team. While as he joins us ahead and find out the gold. Goes to Amazon ads. With this, let's move ahead to the next one. Congratulations, team Amazon ads. A great win right there. The category is programmatic learning. The bronze award goes to Congratulations once again to Amazon ads for bagging the bronze. Let's move ahead to the silver. The silver award goes to Congratulations. Let's give them a big, big round of applause. Let's make it memorable by applauding them. Come on, ladies and gentlemen. Team minds share bagging so many great awards this evening. With this, let's find out who bags the gold. Madison world. Team. Let's give them a big, big round of applause. On that note, let's move away to the next category. Next subcategory is AI and machine learning. The bronze award goes to Congratulations, team mind share on bagging the bronze. Let's go ahead and find out the silver winners. Two joint silver awards under this category. The first silver award goes to John India and MG motor India. We have a big, big round of applause. MG motor India. Do we have anyone from the team joining us? I believe let's move ahead to the next silver. The second silver award goes to Madison media. It is. Team. Congratulations on that wonderful win with that. Let's move ahead to the last subcategory in this one. Let's find it out. The last subcategory under enabling technologies is connected devices, the internet of things. The bronze award goes to TV today network. Congratulations on bagging the bronze. Let's find out our silver winners. Two joint silver awards under this category. The first silver award goes to Amazon. Congratulations on bagging the silver. Congratulations, team Amazon on bagging the silver. And with this, let's find out our next silver. The second silver award goes to Ladies and gentlemen, congratulations. Media smart and awful company and Lotus hobbles on that note. Thank you so much Deepak for joining us on that. Thank you so much. Thank you so much. And we're just going to be having the AVs, but we'd request you to please step down for the time being. Thank you. With that, it is time for us. Before we move to the final award, which is the Hall of Fame Awards. Ladies and gentlemen, it's only fair to acknowledge our partners. I don't want to be so hard to believe. We are both very innovative. In my, in my mind, innovation partner being Zopads and our OEM partner being Mocha technology. Let's have a look at the AVs. Let's find out you can share stickers with your very own face and any customer message, have a big laugh or scare with big anger. don't judge. What works for us, though, is the pop text. Bobble lets you use personalized branded stickers, Gips by strategically and contextually integrating brands and conversations happening on WhatsApp, Facebook, and other social or chat messaging platforms across the country. An average smartphone user spends 25 minutes of their daily three hour screen time on their keyboard. Since you spend so much time with us, we understand you and work towards only showing you content that interests you. And before you say no, your privacy and security are not an issue. All your data is anonymized before being used. So you don't need to worry about a thing. How widely you're patented and patent pending innovations in areas of content tech, language tech and keyboard tech will help you stay hip to the ever evolving language of the digital world. And we made sure you can use it in an expressive and personalized way. Bobble has made conversations human again. Hi, I'm Vinjo and I present to you work of wonder created by Vserve created for you. Vserve Audience Pro, India's most authentic and holistic audience marketplace. Vserve Audience Pro is the name of endless possibilities, giving you access to 550 million plus deterministic user profiles with over 600 attributes. Vserve Audience Pro empowers your marketing goals with superior in target reach across branding and performance campaigns. Endless possibilities with 600 plus attributes. And that's not all. Hear it from Vinja friends too. With constantly changing media, ecosystem and consumer choices, we've been looking for futuristic solutions, especially that are data proof. And Vserve had been a great partner. Keep up the good work team. We've been working with Vserve for over the year now. It has been an amazing journey and they've seen us through a variety of campaigns across various objectives. The deterministic audience learning has helped us to develop vision campaigns across platforms. It's been an amazing journey. In our quest to partner with the platform, which gives us incrementality with high deterministic data, landed us with Vserve, had multiple successful campaigns. All the best. Give us tremendous confidence that you take more detailed solutions can be brought to life. And to talk about their ability to deliver this experience across diverse set of platforms that we haven't known. Hey, we've been using Vserve since quite some time now. The precision audience targeting using rich data set delivers on the brand outcome across the category and across the campaign. So create success with Vinja today. Well, on that note, in the final award, which is Hall of Fame Awards, these are going to be the iconic set. Ladies and gentlemen, these are the people, the agencies who worked toiled very hard to bag these awards. I now have the honor of inviting our dignitaries to join us on the stage. First up, Gavin Moxton, the managing director Asia Magnite. Let's give him a big and a warm round of applause. Thank you so much, Gavin. If I could have the honor of having Dr. Anurag Bhattra, chairman and editor-in-chief, exchange for media and chairman business world to kindly join us. Thank you, Dr. Bhattra. If I could have the CEO and co-founder of Vserve, Mr. Deepak Khurana to grace us on this occasion. If I could have the honor of having the CMO India of Hershey Company, Ankit Besai, and the head of Fat Sales and Sales Excellence, Amazon, Jacob Kuribula, presenting to you the Hall of Fame Awards. First up, Mobile Marketer of the Year. Ladies and gentlemen, hold your breath. Let's find it out. Ladies and gentlemen, I would like to thank you for being here. Ladies and gentlemen, we proceed to the last but not the least category of the evening, the Hall of Fame Awards. Under this category, we have Mobile Marketer of the Year. And the award goes to Hindustan Junior... Raging this one, Mobile Marketer of the Year, Hindustan Junior World Limited, Hall of Fame Awards, Mobile Marketer of the Year. Not East 2022 goes to Hindustan Junior World Limited. We'd request the team to say a few words. I think the real winners are the teams that work day in and day out to put together such incredible words. So congratulations to everyone on behalf of HUL. Thank you. Thank you so much and well said. Ladies and gentlemen, let's give them a big, big round of applause. Hindustan Junior World Limited. And now, hold your breath as it is time to announce Agency of the Year. Another biggest award of the night, Agency of the Year. And the award goes to Mindshare. A well-deserved team for Team Mindshare being the... Looks like the stage is going to be a little small for them. That's the magnitude of the team today of Mindshare. Congratulations. An iconic moment right there. Agency of the Year, Mindshare at Mardi's 2022. Ladies and gentlemen, let's make some noise and applaud. Such excellence on the stage. Well, congratulations to the Agency of the Year team, Mindshare. And of course, I have to request, so if you could say a few words on this win. Helen, you're the one. No, that's for all yours. This is like, I thought at least one of them did. I'll go down here. There can be a better delight to share the stage with the entire team and my boss from Singapore who's here. So I think it can be a better day to be receiving this award. So that's one. I want to thank the jury. Thank you, Exchange for Media for this honour. Thank you, clients and Unilever, especially for pushing us to do our best. And thank you, team, for this wonderful, wonderful piece of work. And thank you. Thank you all. Thank you so much. And on that note, let's give them a big, big round of applause for all those who joined us today. Thank you once again to Deepak, Ankit, Jacob, Gavin and Anurag. Thank you so much for your valuable time. Ladies and gentlemen, this event wouldn't have been possible without all of you participating. I'd request all our winners to please join us back if you can for a group photograph. Meanwhile, I'd like to once again mention ABP Live. Get latest updates on the fastest growing news platform of India. It was a great honour hosting Marys 2022. We request you to join us for dinner. And of course, if the team can have the winners, join us. But until then, adios. Goodbye. See you next year. Thank you, Gavin. You liked it?