 And here I'm going to take you through our next panel. Our next panel will be discussing on change in consumer behavior and what it means for brands. A big question. Here I'm going to welcome our panel, the illustrious panel that we have here. Ms Anuja Mishra, Vice President and Head of Personal Care and Hygiene. Godrej Consumer Products Limited. Also on our panel is Bimal Karthik Reba, Co-Founder and COO Trell. We have with us Mr Rohit Dossi, Director Microsoft Advertising at Inmobi. Also on our panel is Mr Vaibhav Kumar, Vice President and Head E-Commerce and Digital Marketing at Max Life Insurance Company Limited. On our panel is Yadwinder Singh Guleria, Director Sales and Marketing, Honda Motorcycle and Scooter India Private Limited. And chairing this session is Rubina Singh, CEO, Eye Prospect. I welcome all of you and leave the screen to Rubina to take the discussion forward. Very warm welcome to all of you. Thank you so much and very warm welcome to all my panelists today. Thank you for joining us and hope you're doing well and staying safe. And, you know, I just want to open the session by saying that the pandemic has impacted, you know, our lives, virtually at every aspect. You know, how we work, how we travel, how we communicate, how we shop, how we do these events, you know, and so much more. Some of these developments have been sudden and involuntary, such as social distancing, wearing masks, stopping public transport, restrictions on travel, etc. For others, it's, you know, nearly accelerated the adoption of behaviors which were already gaining traction such as, you know, digital adoption, digitization of shopping, banking and more. But what is more interesting for me personally is to think about that will these changes in behavior last even after the, you know, COVID-19 world, you know, or will consumers go back to their old habits. I see five key trends in behavioral changes emerging from, you know, the impact of COVID-19. One is this, obviously, or everybody earlier has spoken about it enough that there is an increased digital adoption. People are shifting to digital platforms for their day-to-day needs in all aspects of life. There's also change in mobility patterns, you know, there's less usage of public transport, more and more working, etc., etc. You know, there's been a change in purchasing behavior. There's been an increased awareness on health. And there's also been changes in interpersonal behavior. Like, for example, like lots of people including myself have, you know, got into pet adoption, etc. But, you know, well, there is a bit of an overlap in these trends. But the common theme is that the pandemic has increased people's use of digital tools in life and business to stay connected in a world which is physically distinct or disconnected now. An increased use of digital tools is blurring the lines between work, lifestyle and social interaction and between domains like mobility, health and finance. And I actually expect this to continue even in the post-COVID world. And this massive shift to digital, you know, that we've been talking about all this afternoon would obviously mean that brands would have to increase their investments in building their presence and also marketing their products on digital. Brands, you know, will not just spend on digital performance channels but also on digital brand building. And digital marketing, like we saw, has and will continue to witness an incredible increase in investments during the post-COVID-19 era as well. And this is no surprise, right? Because as the behavior of the consumer changes with it, marketing trends change. And to talk about this change consumer behavior and how to get the consumer love in the digital world and what the future may look like. I have this power panel today and without taking too much more time, I'm going to straight jump into my conversation with them. I want to start with asking you, Rohit, so how has life been after sweatpants? You know, lots of trends have emerged. But, you know, according to you, what are the top two behavioral changes that you have seen in the digital consumer that are likely to stay in post-COVID? First of all, thank you, Rubina, for having me as a part of the panel. I think there has been a global shift in the consumer behavior, right? And a massive one in India for sure. So I think just talking about the active internet user base in India, I mean, it is 29% up from last year in terms of monthly active users and a 60% up in terms of daily active users. And a lot of this, I think it has been spoken in the previous sessions as well. I think the mobile first universe is on the rise, right? I think India is leading the mobile first economy wave across the globe, almost around a 4-4.5 hours being spent daily on mobile. So I think the device shift itself is a big change that has happened from a consumer behavior perspective, where a lot more users are now spending time on mobile. I think the other major behavioral changes in terms of habits and focus on categories and services, which we see in terms of certain industries and verticals pickup. So hyper-local services have seen e-commerce as a segment has boomed up, right? There is definitely a focus on online learning, which is education as a category has come up massively. And people are kind of learning new things and they're doing it online now. There is an increased attention and focus towards health, finance, home and gardening as people adapt to working from home and continue to kind of improve their lifestyle significantly. So these are, I think I would follow a couple of changes which will continue to happen in a post-pandemic world as well. I agree with all those trends. And one of the trends is the growing preference of personal mobility. And I want to ask you this question that with this growing preference where people want to have their own bankers and with the gradual opening up of economic activities that given a momentum to the auto industry. But I was also reading a report that globally at least there is less than one third of the younger consumers that prefer going and purchasing auto offline and going for after sales in person. Are you seeing digital becoming more and more important in the entire purchase funnel in India as well? Yad Vinder, are you there? Okay. You know, Roy, do you want to come in here and share some thoughts? Sure. So I think, like you mentioned, personalization I think is going to be key as far as digital is concerned. I think digital is a medium where marketers can probably quote consumers from awareness to then convergence, probably even re-engage them. I think for most of the other mediums it's difficult to have a single unified view of a consumer. So I think when it comes to digital, I think just guiding consumer from one face to another since a lot more users are there now online and a lot of them don't even know what they want. So I think moving them and educating them from an awareness stage to even later stages in the funnel is important. And personalization is going to play a very crucial role, I would say, whenever you reach out to your customers or brands or marketers who want to engage their customers. I think one of the, and this we saw as a very huge trend during the pandemic itself, right? Some of our clients that we work with kind of leveraged it in very, very innovative ways, right? So one such, you know, advertiser that we work with which is WakeFit, right? They're kind of, you know, a leading D2C, you know, brand in terms of matrices and so far and other furniture, right? They kind of, you know, use search advertising that we offer from Microsoft as one of the ways for creating brand awareness. So effectively, while, you know, search advertising is being used as a performance medium, they kind of, you know, leveraged it for creating branding. And then beautifully, they kind of, you know, started with IPL and customized it with their products. So basically, they started targeting, you know, users saying, why don't you watch IPL sitting on WakeFit so far? And from there to kind of creating awareness for WakeFit, they then entered into, you know, showcasing various products, which is sofas, matrices, etc, etc. And then finally, nudging them to a price point or a deals or a discounts, you know, phase where they could kind of see the purchase happening. So it was very evident how they kind of, you know, reached out to users with personalized messaging, targeted them really well, offered them products which they probably, you know, wanted at that point in time to create that one unified, you know, experience, which definitely kind of, you know, paid off for them. So I think as, you know, overall in the last one year, every, I mean, the overall experience in terms of how brands and marketers kind of are approaching their customers has evolved and personalization definitely kind of, you know, kicks in and is going to play a crucial part. Sure. So we've seen like, you know, people are using digital funnel marketing now across the purchase funnel and not in some categories, only low funnel and some categories only top funnel. So it's evolving right now. I agree with that. You know, I see that trend as well. And I want to ask you, you know, talking about the trends, which are going to be sticky, non-sticky and, you know, going back to what I started with. What's your view, you know, obviously, with the outbreak of Coronavirus, there was an increased number of people which became more, I think they took more interest in insurance, if I may say. And many of them started considering insurance as necessary to be ready in case of, you know, any unforeseen circumstances in the future. But do you think this is a long-term change in behavior or will this diffuse post the vaccine comes? Thank you. Thank you, Rubina. Very good evening to fellow panelists and the audience. You know, Irvina, I think the changing trends and behavior can broadly be classified, you know, into reversal of past trends, acceleration of existing trends and complete new habit formation. I think broad three themes, if you look at it, does qualify each of these interesting trends. Past trend reversal, I think the whole trading down and bargain hunting, utility shopping, I think some of these will be temporary surges and will settle back somewhere midway. You know, income uncertainty guiding consumer decisions or differing purchase for some categories is surely a trend. You know, we all hope gets reversed. You know, while the life insurance sector, you know, we had a much lower impact compared to other categories and, you know, as an industry. But, you know, but when the D growth was only single-digital industry level, you see, unlike most the other sectors, you know, the overall trend specific to our category was the minor D growth in the ticket size of the policy. You know, the average ticket size of a life insurance policy being purchased online or offline, we saw a small dip, you know, a minor dip. Now, while, you know, the way to have context, one needs to understand that the past five years growth of the industry at a whole, you know, has been primarily led by these increasing ticket sizes, 15-20% every year, right? And I know that high value cases, you know, have dried out across industry, especially in the affluent salary to the affluent self-employed segment, you know, deafening important financial investment calls. So I think that's one trend that should get reversed. That's the small one. I mean, on a lighter note, best dishwasher searches, I was reading somewhere jump 10x, you know, in 2020. I mean, I see the maids back in the house, so maybe that will to settle down. But I think, but then there is a trend acceleration. And I think the whole digital servicing experience embracing by the consumers, the strive for health and wellness, the e-commerce adoption beyond shopping. I think I see these trends, you know, accelerating actually, they were already there and it started to accelerate. I mean, just to give you a sense, I mean, this financial year, the direct to customer online business for MaxLife is now contributing 18% of new customers. And MaxLife is a fairly large franchise is the fourth largest private life company. So, so, you know, these, they were already there and they've been accelerated. I mean, the health insurance search query has been a continuous upward trajectory. I mean, we ourselves as a category of life insurance and term insurance experience 18% yy growth in the first quarter of last financial year in terms of consumer searches. So, so I think, and I mean, beyond category, I think 120% growth in searches for online psychiatrists. I mean, I think that's an acceleration of a trend that we all knew in our hearts is going to pick up. So, so I think this whole wellness mental wellness and physical wellness is one big acceleration. And you know, then my favorite Rubina, the new and almost permanent habits, you know, the new habits that have been created, remote way of living doing it yourself, hygienic and clean living, the rise of the smart shopper. You know, just to give an example, you know, many years ago, the best performing creative for us, you know, at life insurance used to be 1 crore covered at rupees 20 per day. And that used to be our best performing creative and we marketers used to not like it too much. Yeah, because it was price and function, right? Very little of creativity. Interestingly, you know, this year, that's not the case. We see experience led creatives, you know, like paperless onboarding, a creative which talks about no medical onboarding, you know, almost operating at same levels, which is such a delight, you know, because it opens up different new thinking lines for us. So, so I think that's that's almost permanent habit that I see picking up in this in this sector in a category. Do it yourself. I think each one of each one of us saw a big surge like never before self servicing in our case leading from the front. So I think historically, you know, if you look at it, pandemics have had a medium to long term impact on financial business, and you know, be it SARS or, you know, be it Merz, SARS, Merz, I mean, I haven't told Boopa Arabia had a great five year run after Merz happened. So I think from a category perspective looks like a medium term positive trend. I want to ask you now that, you know, obviously there's been, again, a significant impact of consumer behavior, when it comes to consumer products, shopping in metros at least, and I can talk about myself being a working woman. And I think about it will I ever pop into a grocery store on a weekend again. But I don't know if I'm the only one or am I an exception. But are you seeing similar trends in customers, reducing their trips to the supermarket or if they're going to the supermarket, then you know, maybe the ticket sizes are increasing or online shopping is, you know, getting more becoming more of a norm even for consumer goods, you know, and especially in the context of the expected digitization of the Kirana stores, you know, that's at the bank. What's your opinion? First I think thanks Rubina, really excited to be on the panel. So absolutely Rubina, I, one, I think I completely concur with what we know both what Rohit and Medheva mentioned that have obviously been some dramatic changes, but I think there are some changes which have seen a fair degree of acceleration. I think adoption of econ has been one, not just for let's say the more significant, you know, planned kind of purchases but equally for categories which are fairly impulse categories that you know we would sort of usually you know frequent our local Kirana stores in modern trade channels as well. So I think we've clearly seen a surge there. I think the interesting thing has been that the surge is fairly sustainable, right. Maybe five months back we were all debating whether this kind of surge in econ that we're seeing is here to stay or will the consumer, you know, pretty much pivot back to the to the local Kirana. I think we've seen a, we've seen a fair degree of, you know, both happening. I think one what's happened is that we've seen a much larger adoption or an acceleration on adoption from consumers who are fairly reluctant to you know shop on econ and particularly for let's say products which they felt they need to sort of, you know, touch feel, you know, have a physical sort of interaction with certain that has definitely that barriers been broken. Secondly, like you said I think it's got a very strong implication in terms of one opening up the opportunity of having conversations with consumers about you know with your brand beyond just, you know, product benefits online and on you know on platform. Secondly, I think what's also happened is that people very clearly like you rightly said right have defined their number of their shopping frequency so you know they may be now going to the local Kirana or the modern trade stores that they might have resumed that, but the ticket size they might actually go up because you don't want to keep visiting the stores, but at the same time you want to max out, you know, your purchases there. But for a lot of top ups, there is actually the, you know, the econ channel where people are sort of figuring the ease. The second point and I think an interesting one that you raises about the overall digitization even within the so called traditional and conventional sectors right so, while interacting now with, you know, your, your econ with your local Kirana your cash is no more the preferred sort of currency and therefore you know the whole digitization on payments, digitization even in terms of let's say placing on WhatsApp, clearly also becomes an opportunity over a period of time, you know, for for I think categories and and brands to consider. The third I think more significant point, like I said, is not just about transactions on consumer products in the in the, you know, e-commerce or D2C space but also the ability to now have a lot more meaningful conversation and content. To give you a case in point very recently right I think one of the things that we saw for social media was people missing their, you know, vacations and holidays. And one of the very interesting trends we picked up, you know, is that there's a very clear theme of nostalgia, particularly around, you know, the one thing we know we can't do this year for sure and in the recent in the near future would be travel. And Synthol, you know, one of our iconic brands being an explorer brand right that can sort of truly encourages you to go out and you know and you know and feel alive and you know go to the most unexplored places. We actually built an entire content strategy around it and an entire community of travelers where we got people, you know, we got some, you know, very, very known influencers, KKKB influencers to come and share their experiences, you know, an amalgamation of all their interesting travels over the year. And we saw some phenomenal response from a purely brand, you know, from a purely consumer brand in terms of the watch time, the average watch time of our content. Right, so very clearly we realize that you know people are open to engaging a lot more beyond just the transactional, you know, product benefits and so on. So I think yes, that's one I think area that's definitely merged. Thanks for sharing that, Anitra. So I'm hearing both you and also Rohit earlier saying that it's digital. This has a call for it to stay in the medium to the long term as well and it wasn't a short term. And on that same topic on, you know, on the similar category of FMCGs I really want to, you know, ask you that, you know, the FMCG sector in rural and semi urban India has grown faster in pace than in urban areas. And do you think digital has a play in this segment of customers as well and if so, how can brands kind of reach out to them. Would you like to share that with us? Sure. Thanks, Abhinav and good evening to all the panelists. So it's a very interesting question. If I can break it down that actually three stakeholders who are, you know, trying to accelerate this growth, right, as we speak in terms of helping penetration or creation of new brands for semi urban markets. So if I break it down, right, the first trend obviously that we have observed during the pandemic situation was that there's a shift in online non shoppers to online shoppers, right, before we had only around 30% of online audience actually being e-commerce shoppers. But the pandemic has pushed a lot of people towards adopting e-commerce as platform, right, for the daily purchases, or even for consumption upgrade, right. And that's the second trend, right. It's moved from intent based purchases to more of a consumption upgrade to impulse based purchases, like as my panelist here was talking about. So there's a gradual shift that's happening in terms of consumer behavior and more specifically when it comes to consumption upgrade, right. And second to accelerate this, right, the other two stakeholders are also actively participating in this. If you look at this, if you brought a look at the picture, right, at home economy has completely increased. A lot of people are either becoming resellers, right, or brand evangelists, right. So they're either creating content around different products and sharing on the platforms, specifically on our platform too, right. So we are one of the social commerce platforms where a lot of influences, the share of voices moved from the mega influences to down to markets where people are really comfortable to talk in their own language about the product and service and share it with their friends, family or the close network and help discovery of new brands, right, new edge brands. So even people are now increasingly sharing these catalogs on WhatsApp, right. The reseller economy has also increased during the pandemic situation. So the at home economy is adding this. And the second is also the brand creation side of it, right. So a lot of D2C brands today are being created. It's easier to create brands as of today. And they are shining away the traditional distribution models and they are now getting in touch with these influencers, regional and local level influences to penetrate into these markets and are also able to create niche solutions at a better pace than, you know, traditional FMCG companies, right. So the mix has become really interesting. Now, the consumers have a lot of choice across varied price categories, and the catalog is actually coming to them in the platforms that they're available in. So these kind of, you know, kind of changes in terms of digital consumption behavior are only going to accelerate further, right, because it was first a necessity now it's become kind of a convenience for users. Sure, absolutely agree with that. And, you know, now that you're back, I'm going to pose that question to you again, which I was trying to understand earlier actually two questions for you. One is that, you know, I was reading a report and it said that at least globally amongst the younger audience, less than a third of them actually want to go and do the, even at time of sale actually go and be physically present there. Are you, do you expect that, you know, change in behavior to happen in there as well. And also, Yad Vinder, I want you to talk about, you know, what is your regional or private strategy that is a, you know, I think the internet users for the first time in rural areas have in a more today than in urban areas. So, are you making any changes in your digital strategy to reach out to them and how are you reaching out to them. Yeah, first of all, my apologies. And I was not able to connect and maybe this is also new normal I have been across many webinars. So sometimes you forget to even unmute yourself and keep on talking for and somebody points it out. Very good evening to all the viewers and my panelist as well as good evening to you Rubina. I was seeing you when you were asking I was not there I'm very sorry for that. No, this is like some of the pedals of digitization. Yeah, so first coming about okay how what kind of consumer behavior has changed during the pandemic and then what was hit and what was a myth for us. Honestly, we all were on in a virtually on an island of technology trap, because we are talking about keeping the social distance yet coming closer to our intenders or customers. So, and there was something which was coming, because it was forced on us rather than we were the way we wanted to adopt it so early. So it was the pace which was more of a challenge for all the marketers that what we were doing in bits and pieces or in small percentage in terms of adoption of social media. We had to, for some period of few months 100% do those activities on social media. And that was the thing which has happened. And while we were doing so I must say honestly that we still have not completely able to understand harness and harness the power of social media in terms of business efficiencies. We are still in the learning mode, and I'm sure that once we proceed further, we will be able to arrive at what is going to be the new normal because some of the things in marketing approaching anyone in the auto industry will be coming back to normal. The way it was happening before the pandemic and certain things for sure will remain as a consumer behavior for years as a trend. Mr. Shashank who was there as a keynote and delivering a keynote address mentioned about the physical nature of the auto business where the customer is doing some part on digital without coming to the showroom, maybe the research, the search, sharing, and even short listing. However, because of the regulation which is the way the auto business happened they have to come physically to the showroom to get the vehicle registered and all. Maybe retail finance and insurance they can still do digitally, but to go to the registration office and all still will happen in the physical form. But the experience of searching comparing sharing and even short listing has gone drastically, you know, very high as the social media is concerned. That's why it's very important for all of us to increase our digital footprint and where we were sort of, you know, caught unprepared was in tier two, tier two, tier three kinds of towns where the dealers own capability in terms of the social media presence was limited, maybe they were not having their website, or they were never monitoring their Google kind of ratings. So these are some of the things which were happening on and we were able to realize during this pandemic. That's true. I think many times with the opportunity that existed outside of, you know, tier one and tier two markets and now yes, there has been huge movement there as well. And this is where I want to add that we basically reached out very quickly to our network and sort of guided them how to take care, what to take care, what are the do's and don'ts. And many of them, you know, also started making the website, because website is also where we need to ensure there is a brand standardization in terms of the communication, the creative. So all those things we quickly have made up. And I'm sure that moving forward, it is going to be a hygiene to be there on the social media. And the marketers will always have a challenge not to get into a trap of considering that it is a cheaper mode of communication. So it will also bring the equal kind of results. I think we are still away from really evaluating. It's not about cheap or expensive. It's about the efficacy of the using this media, and we have to carefully mix and evolve into a new media mix to cater to the challenges of the new normal. Absolutely. Thank you for saying that. But yeah, that's true. I mean, it's not, I can't agree more, you know, it's not like whether it's cheap or is expensive, but it's the efficacy. That's what one is on. And I want to come back to you and ask you this, stay on the topic of e-commerce, you know, it's evolving a lot on digital, right? Like you have been saying, there are so many opportunities today. There's social commerce, there's AR, there's voice enabled commerce, there's hyper local commerce solutions, which he just talked about. And I just want to ask you that how are you leveraging some of these opportunities, you know, to get to your customer and how are you looking at only channel models? Can you talk us through that? So, Rubin, I think, before I sort of answer your question, I think one thing that's kind of been, you know, questions staring very conventional marketers in conventional categories, right? In their decision on how should they really accelerate the interactions with consumers has been the tenets that, you know, your brand needs to continue to stand for or hold, right? Irrespective of whether that's the offline or the online medium, I think there are two aspects I'd say, Rubina, that we've been very conscious of sustaining. I think one is authenticity. You know, how authentic are you as a brand in terms of your solutions and in terms of your conversations with the consumer, agnostic with the platforms that you're leveraging. The second is relatability or relevance. I think it's very important, right? There is always this little tendency or this little temptation to try and target, you know, as many people as you could. But given that this, you know, this platform one offers you the ability to go really sharply after a certain segment of consumers, I think there are two things that, you know, we kind of built out as tenants, you know, was to say that, you know, one would be extremely targeted about the kind of users we go to. You know, so which is I think something that there are a lot of, you know, I'd say intuitively a lot of brands are now doing. And I think secondly, you know, we kind of build tiers of engagement, right? So, you know, consumer segments, which have already been a fairly engaged segment, how do we get to the next level of involvement through content, you know, and to the next level of engagement. For consumers, you know, who are in the category but maybe not really yet on the brand, how do I build relevance largely on a counter of the way they have been searching for category information. So how do I not just put the brand, you know, ahead of the category but the brand in light of the category to the consumer. So I think we've been fairly brave, you know, I'd say and I think most marketers have been left with no choice, but to I think just try, you know, a lot of things and I think COVID in some sense pushed you into the dark to really try out things and I think most of us have come out, you know, fairly visor I'd say we've had some failed attempts but I think we've had a lot of learnings right in terms of how consumers are either rejecting or they're fairly accepting of leverage of technology and the other thing I definitely say, you know, we've been very mindful of has been being respectful of the consumers privacy, being respectful of, you know, the kind of platforms that the consumers might at times feel fairly intimidated to be interacting with the brands on so I think social commerce, you know, social media and mass social media at large have been platforms and I think one has been fairly conversant with but when it comes to, you know, certain other platforms which I still feel that consumers are not very comfortable, you know, when they receive content from brands I think it's important that the brands let that personal space be. So those are the kind of tenants that, you know, we've been very careful of. I think the influencer marketing piece is something that I've seen brands in general, you know, do a great job of and we did a lot of it with our new brand called Protect that we launched in the entire macro hygiene category, where, you know, we actually went in with a lot of vernacular nano influencers, instead of, you know, the kind of macro influencer choices that usually, you know, brands would make, because we realize that at this point, you know, getting to the consumer through their closest, you know, degree of influencers was most critical. And I think that's really paid off for us as well during this time. I agree with you, Anuja. I think the points that you made is about targeting personalization but also doing it with some sort of balance. And I want to that brings me to my next point and I want to ask you and pick your brains on this that, you know, obviously to win in the future, Anuja was also talking about, you know, you need first party data. And I know Max Life makes great use of the data that they have and can you share some learnings from how do you have to use that data effectively and what your strategy has been. That's an interesting one actually. First, you know, slightly deeper. I just say I prospect does a great job of it. Absolutely. Absolutely. I mean, I really, there are no two ways about it. There are no two ways about it. Genuinely, there are no two ways about it. You know, first, you know, slightly deeper pockets to get relevant traffic and capex investment is critical. So strategy one, align the CFO. Nothing is more important because without that nothing works. You need a lot of smart capex, right? If you really want to use first party data, I mean, people end up thinking, let's get into prospecting, but guess what, you need more capex than OPEX actually to get the first party data. People in audience patterns, you know, the channel interaction and their role in the customer journey, you know, what customers want and when they want it. I mean, every case the first party data from real customers is going to be the most powerful and useful. I mean, for us, first party data really is about most honest path to understanding consumers, most powerful for campaign lift, and the highest ROI data source. But you know, and really, frankly, our strategy is not very complex. It's reasonably simple. It's backed on three elements. Structural integration and deeper in value chain. Structural very important. And I keep on emphasizing that every time I talk to anyone, engineering has become core to marketing. Let's accept it. You cannot have your digital analytics team anywhere, but within the marketing shop. We do not make that mistake that, you know, the digital analytics has to sit in analytics team or has to sit into, let's say, MIS team, no ways. So that's very important. The modern day marketing leaders need to accept technology. I mean, not just in letter, but in spirit. So, you know, we have as Mac live, you know, invested heavily in the market tools and the capabilities required to best leverage these tools. You know, in max life, the product manager or the technology teams core card is almost, you know, a replica of the digital marketing teams core card and vice versa. So, you know, something as simple as session to lead a session to court is not just, you know, the marketing teams care KPI, it's as well as the engineering teams KPI. So, so, you know, that's aligning the whole goal sheet is a way of life for asset max life. We've been on this journey for last, you know, 24 months. So the first strategy release to get the structure and structural right we're in the process right now. Integration is the second part of the strategy. You know, getting the distributed first party data together is very important. And you know, when I say that I am not referring to getting large DMPs. No, I don't think I mean, I mean, at least at our scale, we do not need that is the way I think about it. But really, you know, actionable intelligence. You know, it could be this data is distributed, but we all need this into an action, you know, bias or action API is to pick the relevant information from all systems. So the first party data is not just your pixel data. It's also what your call center executive is talking with the customer. It is also the number of times the call got connected. It is also, once the customer got onboarded, what was the welcome call that and how did the customer interact with you on that welcome call. It is also, once the policies issued, how did the customer actually over the next three to six months you know interactive with the brand. So, you know, all these data, you know, have to be considered as first party data and from a marketing perspective, you know, so integrating these data items. That's the challenge. I can tell you, I mean, it's a very, I mean, it sounds really interesting and easy, but it is very difficult and we are finding it out with so many systems. You know, it's not that easy, but but you know, we're on it, we're on it and that's the challenge at least I put up to myself and my team. And you know, the third part of our strategy is going deeper in the value chain. You know, it's very critical to leverage the learning insight for journey modification and testing. And you know, the real value of the first party data is that it allows you to move deeper into the value chain to send an optimization signal. So, so you know, I mean, we've been on this journey and you know, we know, thanks to I prospect they've been our partners all throughout this journey, starting from, you know, traffic to lead optimizing for quotations optimizing for sales. Then now we're optimizing for value. I mean, recently we've just deployed an experiment on how can we optimize on profit per pixel. You know, that's something that we are trying I hope it succeeds and eventually lifetime value. I mean, that's the, I mean the point of arrival for any brand really, you know, how can you optimize your signals for a long customer lifetime value. So first party does nothing, not no more important source of data than this. So really our strategy is about having the right structure and building capabilities, getting the integrations in place and going deeper in the value change. That's what it is about. Thanks, you know, for sharing that. And yes, that's the way to go. You have to integrate the organization, you have to integrate your data and you have to go deeper in the value of change. I think that that holds true for all brands. And you know, I think somewhere, you know, it also works with customers today's customers are really expecting a deep level of personalization and unless you do these things, you know, you can't offer personalization to them. But I want to ask you this going back to Anuja's point that she made earlier, you know, on personalization that by that one end customers want personalization, but how do you draw the line between personalization and privacy? How do you kind of get that fine balance with you want to come in here? So I think see personalization, what I feel is critical, I think, you know, combined with some level of creative and innovative messaging or, you know, you know, probably targeting is definitely definitely want to matter, right? I think, you know, previously in this discussion itself before I think we ever had called out that dishwasher queries kind of saw like a 10 x growth, right? But I think I definitely feel that, you know, while those queries have increased because there was no option of getting maids, but I think, you know, even later when you kind of, you know, there are moments and when you reach out with the messaging, you do have a power backup, right? When the electricity goes off, so you might want to have a dishwasher still, right? When the maid is not there. So I think all of this is kind of, you know, going to matter. And I think, you know, all of that bringing in bringing that part together, right? I think it's important in the, in the time to come. Now, basically, how much personalization is too much personalization, right? So basically how do you draw that line is I think the motto should be that, you know, personalization is aimed at delighting the user experience and probably create a better digital experience, you know, for the users itself, right? And I think they have been valid concerns in terms of, you know, privacy has arisen making it critical for consumers, you know, to be educated. So basically, I think, you know, giving that power back to the consumers is what is needed. Personalization can, while significantly improve life, you know, and the overall experience, but I think that power should lie with the user or the consumer, right? Some people might be okay with it. Some people might not be. And then I think brands and publishers have to be totally mindful in terms of, you know, how they're leveraging data, whether it's first party or third party, definitely not using, you know, personally identifiable information, which is the PII, so they should not leverage it. And I think an ecosystem shift will happen or is required, right? I would say to build that, you know, atmosphere of trust where, you know, kind of, you know, users value what the brands are trying to recommend, you know, and having that mutual trust that it is kind of, you know, helping to solve for the overall experience. So I think, yeah, that is where, which is, which will still take time for us to reach, but I think that is going to be a sweet spot and that is where, you know, everyone should aim at kind of going and targeting. Yeah, there's still a young industry and I think if you're cognizant of the fact as an industry together, I'm sure we'll maintain the right values, that's my hope, you know. I know we're running short of time, but I want to, you know, ask you one last question, is that what are some of the challenges that you see in the current digital ecosystem and what do you think needs improvement? Yeah, I think that's an interesting question. I mean, if you look at the evolution, right? In terms of if I specifically talk from the point of view of a consumer, they're getting used to a lot of rich multimedia-led consumption, right? Digitally, when they come online, it's moved from text to picture to videos and now, verticalized videos, right? And this is accelerating the mobile-first consumption. Now, so what's happening right now is when we started in 2018, right, as video platform, we moved from a picture-based platform to a video-based platform. So we had issues with, you know, having a evolving CDN ecosystem in India, right, to enable this rich multimedia consumption on mobile phones, right? And even the mobile phones were being upgraded. But I think at this point of time, it's just accelerated. The CDNs have really picked up in terms of having their edge servers across the country and people today are able to pick up these, you know, videos, verticalized videos on their mobile phones and are able to consume content. When it's a content today, we're able to quickly consume news to anything lifestyle within a minute or so, right? And everything's on your fingertip right now. But what I see is the next set of challenge in the next five years coming forward, the conversations, you know, they've moved from few to many to many to many, right? So you had broadcasting, right, and schedule time, but now it's going to be democratized and it's going to become many to many, and then soon you'll also have these one-to-one conversations happening on mobile phones. So I know with the enrollment of 5G, this is just going to accelerate. But what's going to be very interesting is this is going to create unique digital opportunities for brands and at home economy, right? People will be introduced to new products, services online and, you know, the payments infrastructure is going to allow for quick purchases. So there are still a lot of infra-led challenges when it comes to tier 2 plus cities because if you see, if you look at the pyramid, right, the India 2, where typically the spending power is between $1400 to $1500 a year, their cumulative time is around $300 billion, that is twice the first 15 internet million users in India. So they are coming online, but the infrastructure has to be ready for them. It's getting ready. It's going to take a good significant investment. But, you know, once they start coming online, the faster the push, you know, the greater it's going to be to the entire digital economy, right, in terms of spend, in terms of discovery, right, of products and services online. So we are witnessing this trend because we are in the space of, again, social commerce. We have more than 50,000 key opinion leaders across all languages creating content for products and services, right? And they earn anything between $50,000 to around $25,000, just talking about a product and services, right? And talking to their network about these products and services, right? So I think infra, getting ready for that infra, pushing more investment into this infra will be kind of a key challenge, but I think we'll be there. Yeah, I agree. It's a challenge currently with me, but I also think, like the admin said earlier, that, you know, now that, you know, I think as an industry, everybody's looking at that segment, I think it will get solved for faster than it would have otherwise. So I'm positive that we move very quickly, you know, very quickly in that space as well. So keeping my fingers crossed on that, we are almost running out of time. I could have continued this conversation with you, but I'm not going to let my panel go till I do my infamous rapid fire. This is the copy with current style, or I should say coffee with tribina style. And I urge you to give me honest, candid answers and shot one word or maximum three, four words, one sentence, not more than one sentence allowed, and the winner gets coffee with me. Okay, so are we ready? Let's go. So let's start. They say ladies first. So starting with you, Anujya. Digital or retail? Digital. Woo, nice. Okay, what percentage of your spans will go on digital this year? 20. 20. You said digital and 20, not good. Okay, but I'll take that. Okay. Out of the big three, rate in order of preference. Google, Facebook, Amazon. Pass. No, not allowed. You have to answer it. I'd say Amazon. And then, I'd say Amazon, Google, Facebook. Okay, I would have expected that. Okay, this one is a personal one. Your preferred mode of communication. Email, WhatsApp, phone calls. Phone calls. Okay, that was honest. Thank you. You did very well. We'll go with you next. Okay. So what is the current focus of marketers? India or Bharat? Bharat. Okay, interesting. Okay, UGC or curated content? UGC. Okay, which part of digital spans will rise faster? Marketing or marketing automation? Marketing automation. Marketing automation. Again, a personal one. Something new that you've used digital for maybe last year, which you never used it for earlier? Zoom. Okay. I'll take it, but I was hoping for a more interesting answer, but I'll take that as an answer. Okay. Yadinder, are you ready? Yeah. Okay. Honda electric two wheelers in 18 months. Yes or no? No. Okay. Follow up questions not allowed. So I'm not going to ask you when, but for your business in the long run, is it going to be largely digital or largely a retail model? Increased amount of digital law. 25% or so. Yay. That's good. Google or Facebook? Yeah, G. Okay. Personal one. Online panels or in-person panels? In-question. In-person. Yeah. In-person. Thank you. Thank you. You're familiar with this that I do this always. So you're ready? Absolutely. Okay. Digital for immediate objectives or for mid and long-term objectives? Mid and long-term objectives. For sure. Good to hear that. Very encouraging. Marketing automation. Is it the goal of the CMO or the CTO? CMO, CMO. 100% CMO. Fantastic. What percentage of your spends will go in digital? We've always been 50 plus. Looks like another year of 50% plus for sure. Fabulous. This one is a personal one again. One thing you don't like about digital? It's a very tough one. Personally, you do or something that irritates you? The digital medium. I can say about the medium. I do not like doing annual reviews or quarterly reviews on digital medium. It's so irritating. You'd like to be there in the meeting room when you do these. Especially performance updates. It's impossible to do. I mean, how are you guys doing it? I'll possibly call you guys and find out. I mean, it becomes really difficult. And you can't even switch off the camera. I agree. Thank you for that honest share. Rohit, yeah. Your turn next. Which part of digital spends will rise faster? Marketing or marketing automation? Marketing automation. Okay. Second one. Favorite metric for digital marketers? I think LTV, I would say. Yeah, I agree. Top three trends for 2021 digital trends. I think content. UGC or, you know, curated. So I think that is one. Second is video, which is again, you know, mobile first. And then third would be the next set of users, which is coming from, you know, the tier to tier three. So vernacular would be another. Okay. Thanks for sharing that. And a personal one, which is your favorite social media, you know, Facebook, Instagram, LinkedIn, Twitter. What do you use most? LinkedIn all the time. Okay. Okay. Thank you. All of you, I think are winners. You were very candid, very honest and giving short and sweet answers. So soon we'll be, I hope we can meet up soon and have a cup of coffee together. But thank you so much for joining me on the panel. I really enjoyed this conversation. And I hope you had fun too. Thank you. Thank you. Thank you for staring that interesting conversation. And thank you to all our panelists for taking out the time and sharing your insights. Thank you very much.