 So friends, today when I was listening to some of the conversations and I think that was a very apt kind of a topic. Why? Because today when we are talking about marketing, we are actually talking of a transition. A transition from a typical market place to the place which our customers are now coming. And I think when this topic was shared with me, which was on the transition phase, it was very exciting. And why was so? Because when we talk especially of the automotive industry and I am sure it is true with the other industries also, we are talking of an inflection point. We are talking of a strong change which is happening in the people, the consumers and other cells that we talk. And if we are not adapting this change and if we are not going to transit ourselves, then probably we will be using a lot going forward. Today when we talk of automotive industry which I represent for the last 21 years or so, people always call us as a transport solution provider. Am I right? And that's what I think. All of you will be thinking, yes, Hyundai Motor India is a company whose job is to give us vehicles which can help us to transit. But today I can tell you one thing that once upon a time Hyundai was a car company. And I mean it. Why? Because today an automobile company cannot sustain if we are just a transport solution provider. And today I am very honored to say that Hyundai has not transitioned itself from being a transport provider to a future mobility solution provider. And what do I mean by future mobility? A future mobility would largely mean three pillars. Mobility which is clean mobility. Mobility which is shared mobility. And mobility which is connected mobility. Shared mobility I am sure you will hear of the changes which are happening as well as OLA, RAV, Zoom cards, so on and so forth is concerned. Clean mobility, I think the revolution we will see in the coming time when India will be full of electric vehicle and zero emission vehicle. And the third pillar which I am talking about is the connected mobility. In fact today in this room is there anybody who is not connected? Is there anybody in the room who doesn't want to be sharing his social media contact with his or her dear ones? So today the car also has become an extension of the connectivity platform and that is where as an automobile provider we are transforming ourselves from a transport solution to a mobility solution. But then as a marketer we all have our story and when we plan any campaign there are three big questions which come to our mind and those questions are in front of you in the screen. The first obviously I think in the last session we talked a lot about content, the story, the plot. And this story largely means that what and how are we going to talk to our customers. That is our audience. That is the first big question which we as a marketer get to address. And the second question is the engagement where are our consumers and how we are going to engage with them. And the third most important question now is the reach for our customers and that means for me that all we ensure that our story for our plot reaches to the right level. And when we are talking of transitioning from a traditional platform to a new generation platform I think digital could be one of the areas which is going to change the way market here happens. Let me take you one year back in the year 2018 and why this year is important for us. Because I am sure most of you who have driven our first product in the central was launched in 1980. Twenty years hence in 2018 was the two decades of human behavior and that was a very important occasion for us. It was a moment for us to celebrate the strength, the confidence, the commitment and the support we got from this country in India. A company which was either unknown in 1998 or India limited has become the buzzword and the car of choice for the customers in the next twenty years. So we thought what would be the celebration which we would do on those twenty years of glorious history which we have in this country. And we conceived a plan for the twenty years of brilliant moments and that was the plot that was the first pillar which I talked to you about the story of the plot. But what are brilliant moments? Everybody in this room can have their brilliant moments and those brilliant moments come from our everyday life. In fact when I talk of our generation and I go back to 1975 or 1980 I think our generation is the only generation which would have seen the era of black and white. Our generation has seen the fact that we used to cry on the roof to remove the antenna to see that the signal has come or not. And then came the generation of PCRs, came the generation of pagers, the friendlies of walkmans and eventually all of that in the district. But today somewhere in the mind when these things come to our brain we feel very much connected with them. And that was the thought with which we went forward. We said that these twenty years of brilliant moments are basically something which a person would always price as a memory of the past. And if we were able to envelop those memories of the past with the brilliant heritage of Kundai in the last twenty years we can have something which we call as an emotional connection. And that was when our campaign of twenty years of brilliant moments in our life was conceived. And I am sure many of you would have seen that campaign which we did last year which not only became one of the trendsetting campaigns but also was taken by Google as one of the case studies in the global because the most watched advertisement on digital last year was the brilliant brilliant moments campaign. In fact when we talked about of crowd sourcing because we wanted the people of India to watch this campaign we went ahead with first getting story because we wanted people to come and share what were the brilliant moments of life. Obviously in each of the brilliant moments how an Hyundai car can be intervened was some of the thoughts which we had given to the customer and after that it was a magical moment for us. The kind of story that the kind of content which we were able to create on the digital platform was phenomenal. And with that not only we were able to serve not emotions to the people but also the people were able to connect that the car is not only a mode of transport, a car is a mode of emotions, a car is a mode of family moments. And that is what our campaign of brilliant moments of Hyundai did for us. And in fact when I talk of some statistics the two videos which we had created which were used as a seeding video to get stories from the customers got phenomenal 500 plus million views during the month when it was one month 500 plus million views. In fact when we talk of the unique list is 221 million unique users and also 84 million people watched the complete video. It was not that they watched and they skipped they watched the complete video which was 3 to 4 minute because it was a story of a life life, a story of a family. So 84 million people watched and we had more than 540,000 subscribers coming to our digital platform and also with a collection of 18,000 stories around the Hyundai car whether it was the center or the outside. Because at that point of time it was a true mode of living. So that was the strength of this campaign which was only released on the digital platform. And we at Hyundai really prized that going forward such activities can be very well judged only on the digital platform. And why that is so is my next slide which we did a survey with Google. And we said that what is the ROI for this campaign how we can layer that. And Google came up with some statistics after they shared which was also an eye opener. That when we surveyed the people they said that almost 33% of the people recalled having seen this advertisement from Hyundai. That was the strong penetration this ad had for the mind of the people. Secondly in terms of the brand perception the brand perception increased by almost 20%. Which was again a very strong because no area campaign, no TV campaign gave you such kind of a brand perception increase. And also the purchase in 10 for the customers for a Hyundai product also went up by almost 18%. So this campaign which was almost 2-3 months and then after that we launched the All New Centro which was the 20 years gift again to the company. Actually became a very big case again. And that was the kind of reviews which we received on the media. It was as a trending number one story on the brand equity leaderboard story. And also lot of media, lot of people who actually own a Hyundai car, customers who own Hyundai car were really talking about this campaign. And that gave us the confidence that yes the plot was good, the engagement was good and the reach was phenomenal. So that was one of the ideas which I thought I would share with you. So that at least everybody sitting in this room can understand that yes going forward when you have a great story. When you have a great engagement there is no way that you cannot succeed in any of these campaigns. Because when we talk on the hearts of the people I think the job is already done. So that was one of the story which I wanted to talk about. But at the other end as a market leader we also look at products. And when I am talking about product I think one product which all of you now must be talking about is our next launch which is coming shortly. Is the all new sub 4 meter compact SUV that Hyundai has been using. And why I am sharing this story of Hyundai when you are with me? Because this product I am very confident is going to create a history. History in terms of customer connect, history in terms of our second leader which I talked to you is the pillar of connected movement. Because this will be the first car which will be truly connected in terms of telemetry. And once media connect for the customers as they move forward to remain connected with their friends and family members. So when we were thinking of conceptualizing the campaign of venue we thought that should we be talking about the product? Or is there something else which we can talk about? And that's where I want to share some of the details of the campaign which we perceived for the venue. In fact the venue TG or the target audience which we all call it is a very different. He is a Gen Z customer definitely, he is very progressive, he is very stylish. But for him everything he is doing is looking at something called the third space. And what is this third space? The third space is nothing but after the first and the second space. And as we all know that the first space for a person is his own where he spends maximum time. The second space for a person is his office. And the third space now I think I am sure you must be agreeing to me has become our company. Because the maximum time which we spend after our house and office is the company. People who commute from Gurgaon to Delhi every day I think they can approach one thing. And that is where we thought that this third space is something which is going to change the way people will drive cars. If your third space is going to give you that style. If that third space is going to give you that connectivity. If that third space is going to give you your family, member, relationship, everybody. And ease of driving then you are drawn as a car manufacturer also. And that is where our connected mobility platform also got born. So when we were conceptualizing one of the biggest features for this product. Was it ability to connect to the human. So we called it a human technology car. A car which not only gives you mobility, but a car gives you a great speed. And that is why to do this campaign we first started off with a campaign for educating the people on connectivity. What connectivity is all about. Unless you don't do the education your meaning of the campaign gets lost. And after that things like creating excitement and eventually the launch of the product. Which is the fourth phase eventually going to happen because the first week it is all over again. Now let me connect to the first thing which was the education. And I am sure nowadays on your TV you must be looking at a very beautiful daily. Which is nothing but the personification of the connected car feature which is called the Hyundai Blue Leaf. Because unless I tell you we do not share what this blue leaf is about. The entire jargon for the entire text of the connectivity which we lost. So we started off with our campaign on popularizing the concept of blue leaf. In the form of a lady or humanoid who is always with you in your third space as your alter ego. Who is always there to support you whether in terms of looking at GPS, navigation, SOS. So many things which you can do with this connected car. In fact there are 13 strong features which you can do sitting in your car. Whether it is starting the car and only switching on the AC so on and so forth. And all this is done very intelligently by this blue leaf feature which we have given in the car. So now having given this information to the customer in terms of education we did a lot of exciting opportunities. And what were those things because since these were the gems that millennial customers. We wanted to connect with the ideas which actually they could understand. And that's why on 17th of April when this car was globally unveiled at the New York International Auto Show. And finally being unveiled in India also we sent 4 strong influencers from lifestyle technology to New York. To cover the features of blue leaf to the customer. So as the product was unveiled in New York these people and I am sure you must be doing some of them. Mostly saying technical goreji, bobaika, Nikhil and so on. So for the very strong influencers they were there in the New York Water Show covering our entire car. Talking about the features, the connectivity and obviously very strong features which this car has in terms of technology. And also in terms of power trade and definitely in terms of connectivity. Because today the audience will not look at paper advertisements, they will not look at TV advertisements. What they are looking at are these videos, these influencers whom they follow very strongly. And whose words are always taken for granted. They guess whatever they say would be right. So to engage the mind space of these young customers we engage influencers for our second level of campaign which was educating the customers. And then how can we forget our TV ads? Because they are our family friends, they are our members. So parallely when this car was unveiled in New York we were doing and these pictures which are there on your screen are not any pictures taken from there. They are real pictures. We unveiled the car as creating excitement in the middle of the Arabian Sea. On board was ship a cruise liner from Mumbai to Goa on 17th of April. Parallel as the car was being unveiled in the New York Water Show. Now this was the excitement which we were able to create because if you see the name itself the Hyundai Venue speaks of the third space which we are talking about. Anyplace we are sitting in this hotel it's a venue, we are sitting in our home it's a venue, we are on the ship it's a venue. So everything which we are talking about is a venue in itself. So a car, a space which will give you your meaningful interaction is a venue concept. And that was where we launched the product on board the ship and you can see these glorious images. We had worked on a lot of drones so that we could capture the car in full glory. And this was also related life because all media was there they captured these images and it became suddenly one of the most trending topics. The hashtag venue became one of the most trending topics of 17 topics. You can check all the records which I am talking about. So those are some of the ideas with which we thought that we need to also change ourselves, we need to change the way we are communicating with the customer. We also need to change the way we bring content on the table of our customers. Organization we feel that it is our responsibility to give that meaningful mobility to the customer. And when it comes to these meaningful abilities I think we will always be there in the corporate to ensure that our communication, our content, our technology and our products are always there to support the customer not in terms of transportation but in terms of strong mobility. And I am sure once this start will be launched on the 21st of May which is also the fourth phase of our project you will further see a lot of excitement happening as we speak. So friends these were some of the ideas which I thought I would share with you. And I am sure you all would have awoken to some of the new things which we as a marketer should be doing. We as a service provider should be doing and also as a people, as a family how we can really change the way we have been talking about emotions. And one of the topics which we also heard about was the AI as well as the emotional part.