 First, when you're looking at marketing through the lens of the so-called CEO, what lies this side? What lies on the CEO side? We have, first of all, a prediction for short termism. This is a day and age when people live and die by the quarter. You sell, I mean, if you see what happened today on the, I hope some of you are still up for the game today. But today, there was a blood path on the stock markets, and I don't know for what reason. I still don't know what the relationships are, but be that as it may. So when things are so short term, the expectations of marketing also become very short term. And that, I think, has led to, actually given us, given new kids on the block, like us, the ITC Foods business, a lot of opportunity. We are just 13 years old, and just so that, I explain the reason why I'm standing here with brands like Ashirwadatta, Sanfis, Biscuits, Dark Fantasy, Bingo, UP Noodles, and so on. So it's given us a lot of opportunity because we as a company have never approached it short term. So the first thing is the bias from this side, on the CEO's side, is to avoid the short termism, and can't blame the poor chaps either, because life's quite demanding nowadays. You live and die by the quarter. I only take inspiration from those of you who follow football from the status of managers today, you know, who get fired by the game, just their lot seems worse than ours. The second thing from the CEO's side is that when you look at the PNL, the revenue is up for grabs. Only the Lord knows whether you will make your numbers or not. It all depends on the consumer, and he tends to behave in fairly random ways as far as we are concerned. The only thing that's fixed in that damn PNL is the fixed cost, right? The word fixed is really serious in the PNL when you talk about fixed costs. So when you look at the fixed cost, now most PNLs will report marketing as an element of that fixed cost. Now salaries get paid, building rents get paid, and most things, depreciation is fixed because the assets are already on the ground, so guess what we reach for when we are in trouble? It's that head called marketing. Because that's the only one that you can shop, and that's the only thing that you think is going to give you short term results, because there is a great reality of business. You must have heard the old euphorism that money saved is equal to money earned. You guys have heard it, right? But mathematically untrue from a PNL perspective. Mathematically money saved is far greater than money earned. Because the money you earn, you net off all the variable costs, what contribution comes to your balance sheet is only a fraction. But money saved goes straight to your bottom line, hence the prediction to reach out and shop the damn thing if it's not really delivering value.