 Good evening everyone. I have a couple of slides. Let's let it come on the screen there. Yeah, so always the post-land sessions are hard. So I will try to make it as interesting and interactive as possible. The first part I can try. The second part is only possible if you contribute to it. So I hope to get some questions and we will discuss more. So what I'm going to tell you today, of course, the session is about programming. So I will speak about programming. It's been new to me also because it's a new technology. But we started using it in our few campaigns. So I'm basically going to tell you about my experience to two case studies on how we used it so that you get some perspective on where you can use and what can be the use cases here. To start with, so we started a repranding or a repositioning for Upgrad three years ago. We repositioned it as an upskilling platform which is cool so that the new generation working professionals are excited about it. It's no longer a very academic focused organization on brand. It's more about talking to everyone who we feel is a customer who can upskill and get a better ROI from their career. So that's what we started with. So when you start, you reposition a brand and you start doing your marketing from zero. The first step or first stage of brand building is the awareness. So Upgrad did not have much awareness three years ago. So the first thing which we did for the first one and a half year was building awareness. So the first few campaigns were all about telling everyone that here is something like Upgrad and this is the place where you should come if you're thinking about upskilling. Upskilling was always a very small market because we Indians don't believe in investing in ourselves. We believe that we out of college, we got a job. Okay, that thing is done. Now I'm focused on my job. But a lot of things have changed, especially post Y2K when with the change in technology, people didn't realize that even if you want to survive in your job, you need to keep investing and knowing about your technologies. So that's where that's what we took in awareness saying that, you know, this is important for everyone of you and Upgrad is the place to do that. When you do awareness, largely it's a company bombing game. That is, you need to ensure that you reach as much of audience as possible. It's the highest frequency. So a lot of campaigns originated with TV as the center because we were just saying, let everyone see it. And we were trying to build virality in it. So this, and this is where we went on IPL, we went on Shark Tank, things like that. And then we clearly, beyond this rank, post and pre and post campaigns, what is the brand's strength like. So we saw it steadily go up. By mid of 2022, we saw that the increment in awareness which was getting created with every new campaign was shrinking, which kind of gave us an impression that, okay, now we have started going into the next phase where people largely, the TV we are talking about, know about Upgrad the brand, but they are not ready to buy it. So which is where the second stage comes in, which we call as the consideration stage. Now why is consideration stage important for Upgrad? Because Upgrad, although it's a brand for upskilling, it means different things for different cohorts of audience. For techies, it's about a platform which features their own newer technologies. For someone who is not in tech or someone who wants to go into managerial side of things, it's a platform where you can do online MBA. We have courses for HR professionals, we have courses for finance professionals. We have, I mean, you say we have a very large catalog of courses. So it was important for us that depending on the cohort we are talking to, they see Upgrad as something which is relevant to us. And that's where we move to consideration phase because if it's not, they will just say, okay, it's an upskilling platform, it's not for me because typically an upskilling platform in India is associated with tech. So that's where the second phase is. Now the problem with second phase or consideration phase is that you're telling different stories to different people. And that's where we consciously decided that even may not be the right medium because you can't target people there. It's, I mean, it's just pray and pray largely. So hence our focus has been in digital. Now the issue with digital is that digital, I mean, not now, probably pre-COVID has been a very restricted, I mean, what should I say, the inventory when compared to TV. TV can take you through the two billions of people, but digital still was restricted. Things have changed. And when COVID happened, what we saw was, yes, the digital inventory exploded, but at the same time it became more and more complex to control your targeting at every cohort level. And that's where we started thinking about our programmatic. And I'll tell you more about that. Of course, we have not, I don't think we have reached the phase three, which is conversion. I believe we'll reach there when the value proposition is very clearly established and it's more about just reminding the customer at the right point that upgrade exists. So that, in my view, will take another two and a half years to get there. What is programmatic? I'm sure after a full day of programmatic conference you're all aware of what programmatic is. From a brand side or from a buyer side, it's fundamentally about purchasing through bidding and targeted placements on web and app assets in an automated manner. And this is, I would say this is an evolutionary journey. Initially, buying ad spaces, and if you have been in digital since the 2000s, you put a bid and the next day is when you will know whether the add or not. A lot of things change with Google improving this technology. This is more, I see this more as an evolutionary way of doing these improvements where you can now get access to your inventory and change things very fast. So I would say that this is also an outcome of very large digital inventory available today. In the US, the digital inventory available is bigger than the TV inventory today. In India, we are closing that gap. So it means that you have very complex and large inventory and the best part about digital is this is indexed inventory. So for a digital marketer, you have a lot of parameters to play with, which humanly, manually is not possible, which is where technology comes in and that's what your programmatic is. It is great for the publishers because they are able to get better CPM now where it's no longer a homogeneous pricing. It is good for the brands, especially in running experiments. And this is where we fell in consideration phase. This is super important for us because when you target, you really don't know if this target can build consideration or not. And when you are talking about consideration, your frequency has to be high. So it's a lot of money. If you're going to put in money and then look at it a week later, seeing whether it's working or not. With programmatic, these experiments turn around time becomes really quick. In one day itself, you can make a decision, okay, this is not working. I leave that inventory and move to the next one. So I felt when we started on this tool or this technology was really useful at the stage we were in and that's where we have been using it in a big way. We are also seeing that programmatic inventory is getting, I mean, the digital inventory in India is getting converted to programmatic inventory really fast. Almost 40% of the digital inventory available in India is now programmatic. Last year, and this I would say was a monument event in the life of programmatic. Truecaller converted their entire inventory into programmatic. And this is very, I mean, this is very relevant because what Truecaller does is that Truecaller now allows you to target the people who are getting calls from your competitor and when the competitor calls, they'll put your ad there. Imagine, Upgrad ad is shown when somebody from SimplyLearn is calling a customer. Right? And these things are possible. So these are just a bit of statistics. We have been seeing the growth in it and we are expecting that this will only grow. From a 40% we are expecting by the start of the next year we will see a 45% age. And at a global level also it's growing at a high 26% age here. I'm talking about the conversion into the programmatic way of doing things. Let me come to how we used it and so that I can tell you a bit on our campaigns also. So what we did when we moved into consideration phase is that we stopped promoting in our brand campaigns Upgrad the brand. Instead we started promoting the sub-brands of Upgrad which is basically Upgrad data science, Upgrad NBA, Upgrad Doctorate, so on and so forth. Now when we are promoting something like this the problem is that I need to target the right audience which is relevant for it. And that's where this kind of technology really helped us. So the first one which you can see right, why Tiren is very very important. This was a tech ad which we did. Now tech is easier said than understood because it's not one program. It's around five-sixth program. There's full-stack development, there's cloud, there's cybersecurity, there's big data so on and so forth. And today we can actually cohortize the audience to some extent who are interested in each of these programs. So what we did was we shot this ad in five different versions. And we used each of this version to target a particular cohort. And we saw that some of the cases it's working, some of the cases it's not working. Then we realized what is the right place to put it. So this is where your media is moving today. It's been about more and more about granularity, more and more about targeting, and more and more about the right product show or right messaging show to the right cohort of the customer. This is, I'll talk about this campaign but then we'll take you through the case very first. So the first thing which we did or as the consideration way of doing things was we started doing ads at a business unit level which is basically now I'm talking about the sub-brands of a brand. Now if I'm talking about sub-brands also, as I explained, the cohort has to be very, very relevant. And this is one place we started using programmatic. Why? Because you can target a cohort but you'll never know what is the relevancy of that cohort for a particular ad. The cohort which is, which may work for tech, may work for MBA also. So what did we do with the programmatic? We tested out, we experimented and we saw what is the response coming on that. Once you do that, then you know that this works there. So that's one place we used. The second was a very interesting thing. So I told you about how we created multiple ads for the tech portfolio. When we tried to do the same thing for our AI ML portfolio, we realized that from a consumer perspective there are multiple types of consumer who comes and takes our product. There are people who are tech, I mean people who have a background in tech. There are people who don't have a background in tech. Multiple different transitions, someone who is in tech wants to move into tech, someone who is non-tech wants to move into tech, so on and so forth. So we said that if we can do five ads and do it successfully, why don't we do 120 ads now? So what we did is, and somebody was talking in the panel on this, we used fuzzparty data from certain fuzzparty companies to understand the covers, understand our audience better. Then we created an ad using, I mean with two data scientists, very famous data scientists, and the leading ones, in the top 10. But that one ad, basically the data scientist is talking about how by taking this course you can transition into a data scientist role. This is what they are talking about. Now the problem is the person who is seeing this ad may be a tech person, may be a non-tech person, may be a person who has some exposure encoding, may be a person who has no exposure encoding, so on and so forth. So what we did was, sorry, yeah, so what we did, I'll come back to that, what we did was we created 190 unique segments. And we created around 150 versions of the ad. Now how do you create 150 versions of the ad? That is where certain AIML tools can help you. When we got the idea, it was a Cadbury ad of Shahbukh Khan. So it's the same agency we used with. We used an agency to use the primary data. We used another agency to create the 150 versions of the ad and then we used programmatic buying to target those covers. So you can see that the reach was around 8 million. The frequency was nearly 2. We saw that when compared to YouTube, which is typically the campaign, the platform you use, we had a 20% improvement in the CPC. The returns were also good. So I'll show you the ad now. Yeah. So now because I've told you it's AI, you will find fault again, but for a person who sees for the first time they have a problem. Are you a working professional looking to shift to data science and multiply your annual CTC by 5x over the next three years? Upgrad has transitioned over 7,000 professionals like you. Take the example of Kailash Narangi, no coding experience, but got a job with a CTC hike of over 100% after doing data science from Upgrad. So do you want to be the next Kailash Narangi? Are the first you? So this person he's talking about is our actual alumni. He took the profile of that guy and we created lookalike, around 190 lookalike, clusters of lookalike. And for each of them, we had a separate ad. Now what I'm trying to say is with so much of data available today and you have options to really do micro target. You have options to change things through experimentation. That's where all these technologies will help you. So these are the few things which we did. I'll just add one more speak about our last current the current campaign we are doing. So you can see the three photographs here. So this is, we have not started programmatic on this. But what we are doing this time is that I mean, at what each Upgrad has, when compared to anyone else in the market, is a large number of alumni who have successfully done transition after starting from us. And these are two stories. So we said that if we have 70,000 people who are willing to say that I am successful today because of Upgrad, why don't we start talking about that story? Now the issue is that testimonial is the least believed ad type in this world. Because people are just using testimonial to lie and lie and lie. So it's a complicated problem. So what we did is we said we told a few of our alumni that we want to make an ad but we want you to be natural. So we are not going to give you any script or anything. You come to our studio let's have a conversation. So three or four of them agree so they came to our studio and then our team started just talking to them. Each of these videos you see are two hour long and you can see the full version on YouTube. From that two hours we edited out 30 seconds and 40 seconds of it. And then we started using this on digital. The response has been quite good because these videos I am getting almost 75% completion of the video view. Typically people skip after 5 seconds. This I am seeing such great engagement. So this is another one which I am going to do on programmatic because again this is perfect because each of these person is a different profile. If I am able to create a micro cohort and start using programmatic to test out which ad works I will have a solution there once. So these are the two cases and third one I just told you in work in progress where we have used programmatic. So that's all I have. Thank you so much. Hopefully it was a good session. Thank you.