 For me Soho Square is an opportunity to be truly at the helm of affairs because I've been a creative director in Ogilvi and of course I've worked on a large amount of business across a variety of categories but in this role as a chairman I'm setting the vision for a company and I'm driving the company and you know shaping it so I think that's really exciting it's a big challenge and it's a big responsibility so I think that's so it's it's more than just the creative function so when I'm thinking about in this job already who were hiring people in other functions such as planning or client servicing which is something that I never had to think about yeah and I think that setting as a chairman also I get to set the culture of the company so I sat and it's I've not completed a month yet but I sat and written a culture document for Soho Square so I think that is something which is really interesting and challenging for me what is the ground reality is that Soho Square and Bates are operating as a common unit so I mean I am in that sense heading both of them so you know they're they're like two halves of this company that I'm heading right now it's it just I think what is good about it is it gives a nice size because Soho Square and Bates on their own are obviously smaller companies when you put the two together it gives you a nice size and presence in four cities in India so that's that's the good part of it and they're both they're both good strong brand names in their own right they both sort of distinguish themselves in different ways in the field of advertising so it's it's good it's a good feeling for me that they're both coming together and I get to head the combined entity one thing which is very different from the time that I entered advertising is that today there are far more opportunities for young creative people I mean you can Bollywood is a big draw people are becoming screenplay writers, dialogue writers, lyricists in Bollywood you have television there are lots of writers so earlier on every you know writer of this variety of a certain variety would only look at advertising as a job opportunity but now it's you know there are many other things so in that sense we have to compete for the best talent now so yeah so I think that the young person today wants exciting challenges and if they don't find it in an advertising agency they you know they have other options like television or movies or what have you also within it's no longer just traditional advertising you have you know you have digital advertising and there are so many sub subdivisions of that there's content writing as it's called so there are all kinds of opportunities for creative people so I think that today for us to still attract the best creative talent we have to try harder as the big advertising agencies