 Now, ladies and gentlemen, we are moving on to the first panel discussion and a truly interesting one of that. Ladies and gentlemen, the topic for the first panel discussion here is building omni-channel personalization using data. First up, let's welcome our session chair, Dr. Vibha Arora, Associate Dean, Iqfi Business School, Gurgaon to join us on stage. Ladies and gentlemen, a big round of applause for our session chair. Welcome, Dr. Vibha. And now I would like to introduce you all and invite as well our panel members on stage. Ladies and gentlemen, joining us on this very first panel this morning is Amit Gujral, CMO for JK Tire. Yes, let's make a round of applause for each and every one of them. Mr. Siddharth Dabhade, Managing Director, India, China and Sark for MIQ. Rahul Talwar, SVP and Chief Marketing Officer for Max Life Insurance. Nikhil Gupta, Head of Marketing and Integrated Communications and Commercial Operations, South Asia, Signify. Formerly, Philips Lighting. Welcome you. And lastly, Parth Joshi, CMO for Bharat Pei to join us on stage. The topic for this panel is Building Omnichannel Personalization Using Data. And our moderator and session chair is Dr. Vibha Arora. She is going to initiate the stock. We are just setting up the stage ready and our speakers are already here on the stage. So once again a very warm welcome to all our panel speakers and also our session chair. Now I would hand over to Dr. Vibha to take this discussion forward for all of us. Ladies and gentlemen, let's start with a round of applause. Yes, last 10 seconds. The stage is almost ready. And let's unfold this very interesting session before you. Good afternoon, everyone. I'm joined by eminent speakers like Ms. Ramit, Mr. Nikhil, Mr. Parth, Mr. Rahul and Mr. Siddharth. We have been having the discussion for past one hour about different aspects of marketing. And what I have been observing and understanding from the discussion was, I was a keen observer, by the way, and all of them were observing that. And what I was observing, the way marketing has changed in past 50, 60 years. We have moved from mass marketing to segment marketing to customer-focused marketing to today's marketing, which is relevant marketing, as quoted by X-Rensho. So when we talk about relevant marketing, what we are talking about is immersive consumer experience. And when I speak about in the context of retailing, we have moved from single channel to multiple channels to omni-channel. Today's panel discussion is about omni-channel. And towards the end, if I talk about consumer perspective, the perspective of all of us we have, we have moved from web-rooming to show-rooming. When we talk about web-rooming, what we do is we surf the thing online and we go to the store to buy it. And we do show-rooming, wherein we are going to show-room, we look at the product and we go online to get a deal. That's what we were talking about all through. So given that context as a background, I would start with Amit and I would request him to talk about and through certain experiences, share his experiences in terms of how technology and data is changing the kind of sector you belong to, which is manufacturing along with that, a service as well. Over to you. Well, first of all, thanks to Exchange for Media for having me around. And thanks, Dr. Weber, for a nice intro onto the topic. I am sure everybody in the room today is tech obsessed. Yeah, we would love to have this dialogue, not a monologue. In nutshell, we all are today tech consumers. Your entire lifestyle has changed for anything you behave, you exhibit your behavior for anything. There is a role of tech to play. And the phenomena is all because of tech aids, convenience. It's not, nothing has to do, nothing has to do. For example, I have my friend from Lighting. What do you need? Do you have lights at home? Turn it on. But today, look what tech is doing to Lighting. You can change the ambient mood of the lighting. You can change the color of the light. You can play that light dance to your tunes over just a flick of an app or a remote control. What does tech did there? Tech simply enhanced your, what? Experience. Delight. Talking about, since she asked me about the fraternity I come from today, like with these tyres. How many of you really know, first of all, how many of you know on what kind of tyres are you driven on? Like 200 people here and only four come here. That's the irony of tyres. You all celebrate your cars, your two-wheelers, go to temple, do boozing out with party friends and whatnot, but you don't understand on what tyres you are driven on. And furthermore, you don't even know that tyre is a pure tech product. Now, if tyre has a role to play in terms of only making you run from here, point A to point B here and there, what will be technology here? Welcome to the world of technology. Today, tyres are also connected what we call as JK Smart tyre. Can I have a round of applause please here? What does a tyre do to you? As a role to play, functional role to play by a tyre is, do you need air in a tyre? That's what you do. Apart from the petrol, what you fill or diesel, what you fill or gas, what you fill, you also fill the air so-called. What is termed as tyre pressure. Or at the max, you are on a long drive and you just halt on somewhere, and it becomes hot. Temperature. A smart tyre does what for you is, the way you are connected for everything and anything in your life on a smart phone, the JK Smart tyre connects to you on a smart phone app, tells you instantly about your tyre pressure and temperature. Here is a tech role. You are not bothered, whether it will puncture or not, because you are aware about it. In nutshell, tech has a role to play in every field of life, talking about my friend from insurance. Just go back to a couple of years here, even today also. Insurance means trouble. Who the hell will give you insurance without knowing you? Lots of verifications, lots of calls, lots of checks at your place to give you insurance, your health checkups or what not. And today, how do you buy insurance? One click on an app. That's what tech enables convenience. So I think I will not go on more and more. Thank you so much. If you allow me to ask one more question related to it itself, what you refer to as tyre as technology, tyre as tech, would you like to throw some light on, how are you integrating your retail channel experience in term of technology? There is a huge role of the new technology called AI and ML, which we have already done in the entire industry. For example, all of you, whichever product you buy, you ensure that you get after sale service, other than your apparels and books. Everything else you buy, you need after sale service. Same goes with tyre. Now, tyre could have hundreds types of defects, hundreds kinds of issues or claims, what we call as. You know what innovation we did? We brought the role of machine learning language, ML, the technology, and we are today solving your issue settlement within seven minutes, which used to be, your tyre got damaged, where did it get damaged? No one knows. You ultimately go back to the place from where you bought the tyre. He inspects the tyre, goes to the brand, this is the problem of the tyre, what shall I do? Because depending on the amount of wear, you have different philosophies of settlement. Come to JK. It's a complete AI ML back solution. We just scan your tyre with a small scanner, and within just 30 seconds we know what the problem is. In the next two minutes you have the approval, and in the next three minutes the tyre is changed, the overall seven minutes job is done. That's the power of technology in tyre technology. Yeah, great, thank you, thank you so much. Thank you. So that's what I was reading about his work. What they are doing is, in terms of the claim, from 15 days to seven minutes, and they are not limiting themselves just to tier one or the metro, they are doing that remote areas as well. Yeah, thank you so much. I'll come to Mr. Nikhil. So two of our speakers, imminent speakers, are from the manufacturing sector, and two of our imminent speakers are from the service sector. The second imminent speaker we have, Mr. Nikhil, from Signify. I would like to ask a question in regard to the kind of efficiencies you are drawing from use of technology. What kind of operational efficiencies and the digital efficiencies you are able to draw in terms of the supply chain, in terms of the costing? So I'll keep my answer to marketing more than anything else. So like most of the marketers, I think everybody who's here who's a marketer, 2020-2021 was a tipping point where we saw people moving most of their monies, or quite a bit of their monies into digital marketing. And obviously so, everybody was scooped up in their houses, people went digital. This is something that everybody knows about. And our digital habits changed across the country, right? Now, during that period for marketers, the big problem that came in was that sales was impacted, therefore budgets were impacted in a big way. And big campaigns on television, offline campaigns were pulled back, and the next best alternative came in the form of digital marketing, because obviously everybody's going digital, and that's the way to reach out to people who are actually in their homes. Now, I would say in 2020, it was like a learning period that we suddenly moved our investments to digital, and now we were looking for people online and spending our monies online to reach out and make people buy products online. That's where omnichannel marketing, data-driven marketing really came for our help, because suddenly we realized that, you know, the easiest part, so I come from Signify, we are what used to be called Philips Lighting. Our business is 50% split between B2C and B2B, so we got a fairly large B2B business. Now, when we were looking for franchises, the easiest thing used to be that you do a display ad campaign on franchisee, you know, websites, and you look for people to come in. But what used to happen was that when we started looking at an omnichannel approach for the same challenge that we had, we started seeing that we could actually catch a person who's interested, retarget them across the entire digital journey that they have, continue to pitch our idea to them, and suddenly we started huge improvements in response rates. So our response rates to such campaigns in terms of lead gen went up 56%. Now that, to us, suddenly meant that our monies that we had for digital could do far more than what it was doing earlier. On the B2C space as well, we started using more data, so we started analyzing how our buying on the most, or the largest buying platform, Ecom platform in India was doing. And we figured out that if we were advertising something to people who are, who've seen our, or who've shown interest in our product in 7 to 14 days, the response rates or the ability for them to respond and buy that product on the platform was 2x of that of people who'd shown interest 30 days prior. So suddenly we knew that for me to do the targeting it is far better to go after people who've recently shown interest rather than spend my money purely on the premise that anybody who's opened my listing once, they will go ahead and buy it if I show them the ad again. Now these learnings obviously came over time. And I think that's how we've been utilizing data to improve our efficiencies, improve our returns on investments on digital. And I think that's where Omnichannel really played big for us at Philips. Sure, sure. Allow me to ask a follow-up question please. So when you have somebody searching for your product about 7 days or 10 days ago and you know that the conversion rate is going to be a little higher, in that case as compared to 30 days ago. So how are you integrating the Omnichannel perspective in terms of integrating different channels because this customer has come to you online, has done a search online. Till now you limit the experience to online itself, that's one channel. And when you shift to Omnich, so what you're saying is that integrating different channels together. So how technology is helping you in terms of integrating number of channels together and consumer could have that seamless experience and doesn't feel that am I online, am I offline, am I on WhatsApp or am I on website? So I'm using multiple channels but I'm having that seamless experience. You're absolutely right. I think about there's a study which says 98% of users switch between devices in a single day. So all of us are accessing digital content on multiple devices. And that's where the Omnichannel approach really works for us that the advertising actually helps track or the Omnichannel approach actually helps us track the user's movement throughout his digital journey during the day. So whether he's going on social and he's seeing relevant ads on social now, whether he's on WhatsApp, whether he's seeing his emails, I think we've integrated all these channels together to ensure that there is a consistent messaging that he's seeing from the brand across multiple channels. And this is where the response rates have been phenomenal. I have to say that. And you know this is something that I think is the power of digital that now with connected television suddenly becoming so big, especially in the metros, I would assume and it's already happening for us that a lot of offline marketing budgets that used to be targeted towards television in particular, those monies are going to find their ways onto OTT. Now the sad part for marketers is that a lot of OTTs don't show advertising, good for the users but sad for the marketers. But these opportunities are coming up. Many markets across the world have their players who are actually distributing or are the OTT players actually replacing the channel content and advertising content with their own. So that will also happen in India. And more and more monies I'm assuming would start finding its way to digital. And this omnichannel thing is here to stay. Great. Thank you so much. Thank you. Parth, if I could come to you. So Parth is from Bharat Pei. And Parth, I was reading that the kind of work you have been doing, phenomenal work you have been doing and the way you have been having the acquisition of the merchants, right? So earlier you had that approach of spray and pray. That spray and pray is that you send one message, one notification to all and then pray that somebody would read it and implement it, right? So they get that notification that you have given your number and you would like to be part of our system, right? But they are not still the part of your system, Bharat Pei, right? Your merchant I'm talking about. Then the second level is wherein maybe they have enrolled themselves but they have not taken a QR code from you, right? But still that, it means that that conversion has not happened with you, right? So how have you moved from spray and pray approach to wherein with the help of technology you could make sure once the merchant is there with you, with one transaction, then finally the merchant converts? Fantastic question. You're asking me to all my trade secrets in a public forum. No, so you're right, right? I think when you look at Omni Channel, right? So we looked at Omni Channel from a manufacturing perspective. How many of us know Bharat Pei here? So you should be asking a question who doesn't know Bharat Pei. No, no, no, that lines up my next question. How many of you know what we do, what Bharat Pei does? Yeah, exactly, right? So at the core we are a lending company, right? We provide small merchants. Imagine your next door Gupta store, the payment solutions and the lending solutions for him to grow his business, right? That's what's at the core. Now when, and you have seen a hundred QR codes, right? Ours is number three in the market when you look at the merchant market in terms of market share. Now, like we were pointed out, for this we need to build out a merchant network where we need them to sign up. We need them to sign up and we need them to get the QR and start transacting, right? And the journey of course doesn't end there. It continues there from saying that what are the various financial services and products we can offer them to aid in their growth. Now when it comes to how do we do Omni Channel, right? And how is it relevant for a tech business? We actually have multiple go-to markets for acquiring these customers. Digital is one of them. We also have a huge telecalling effort that goes behind them and we in fact have an entire sales team feet on street that goes behind acquiring these merchants. Now the important thing and when you are building that Omni Channel strategy, let's say for acquisition and you don't want to spray and pray, is you really need to understand how do I approach that one person which gives me the biggest chance of converting that person along the journey, right? The important thing to remember here is that the consumer journeys are no longer linear, right? So that FMOT, ZMOT, Second Moment of Truth, Final Moment of Truth, whatever you might call it, it is no longer linear. Think about yourselves. Oftentimes you would have gone, read a review from a friend who's posted about a brand which would have converted you into a buyer or a referral link that you might have received from a friend, right? So that of saying that AIDA models, FMOT, there's linear models that do not exist. What really exists is that if you really want to think about it, is every brand or every business is an ecosystem and each ecosystem has multiple touchpoints and multiple doors that people can enter into that ecosystem. Now what you need to do is, depending on the door that they are entering with you, you need to chart out the path, the correct path for each of them and give them reason enough to stick around in your ecosystem. So when at Bharatpe we do these things, right? A simple example would be how do we know which merchant would react better to a person going there, let's say to sell alone, right? Let's say somebody we've acquired, I'm going deeper down the funnel and saying that somebody we've acquired, somebody who's transacting and let's say somebody stopped transacting, right? How do we know who to acquire, re-acquire digitally or to re-acquire by saying them, hey, give them a call and say is there something wrong or sending a person there, right? That brings immense efficiencies, right? Just from a cost perspective because you can spend more and more digitally and get nothing in return or you might actually spend on sending a person there and realizing I could have just sent him in a WhatsApp and it would have cost me whatever 30-50 paisa and I would have converted him, right? It fundamentally starts at having a common data backbone which we have at Bharatpe and building a single view of your consumer. So your data should permeate whatever your go-to markets are, whether they are, if you're talking about offline online, I used to head DTC for Rekid sometime back. So the most important part is to build that single view of the consumer and that is only enabled by when both your online channels as well as your offline channels have that underlying, they're drawing from the same data. A lot of you might know Sephora. They do it very, very well. So Sephora would have a common underlying data. Now you might buy them from online or go in their store or, you know, wherever you might go. They still know who you are, right? So let's say it is Ms. Vibha who's come in. Ms. Vibha is interested in a certain set of granders and certain categories which might be makeup, which might be fragrances and so on and so forth and they are able to give the right recommendations. Now whether that comes through a machine or whether it comes from a human, the underlying infrastructure remains the same and that's something similar that we do at Mahalpeh. We build a single view of the merchant. We design and build journeys, right? Depending on which entry point they have come through and which path they are taking. So we are able to identify what would be the best way to approach them and what would be the best message to give them and what would be the best thing to sell to them, right? Because at the end of the day, consumers have become very, very smart, right? If you give them, if you are just making a sales pitch, they might buy you, they might not buy you, you will end up at a 1% conversion rate or something like that, right? But if you are actually solving a problem, if you are able to identify the problem because thousands and millions of people have faced that problem and you know that that's the problem these people are likely or also facing and you are able to do it at the right time and with the right channel, because you have the data capability, then you are able to do it. So at the end of the day, what happens for us today at Bharat Pays, we are able to recognize what the need of the particular consumer is when we talk to our machine partners. We are able to anticipate that. We are able to address that through the right means and therefore deliver a better outcome for our consumers. And as a result, our efficiency metrics go through the roof. In the past year, we have some of our CAGs are down by like 60-70%, for example, when we've done it in a more concerted, in a more scientific way. But it's not rocket science at all, right? It's about saying that ascribing this action to a particular user irrespective of where they are interacting with you on, making sure you feed that back and the most important part is you will not get it right on the first time, right? So how do you iterate from there and you learn, get your machine to learn, get your system to learn and iterate from there. Sure. How difficult it becomes because of the kind of customer segment you address to because consumer psychology also is very, very important if technology is important, right? So in that case, merchant belong to all kind of cater, isn't it? So is it, do you have peculiar challenges when you cater to the merchants who are at grassroots level and converting them to become your partner in terms of coming on board with you and adopting the technology? See, I think first principles don't change, right? And we were, in fact, Amit and I were having a chat about this earlier today that the first principle for any marketer is consumer proximity, understanding your consumer well. What really this technological revolution and the ability of data and for businesses like us who have a huge data background and a richness of data allows us to do is micro segment that consumer base, right? So when I talked about different people coming from different touch points, it often happens that different people have different needs also, right? So we are today able to anticipate the needs of our merchant side, right? And say who are the right people and what we should push them, right? Let me take it on the other level also. So we have a huge brand called Postpay. We are number two in the BNPL segment. That's exactly what we do on Postpay as well where we are saying that, okay, he is our X kind of a user and we segment them and what would make them happy, what would deliver a positive outcome for them, right? Sure. And as a result, both, especially on the, on Postpay side, so we have some of the best metrics in the industry, whether you look at, you know, repayments, whether you look at activity rates, whether you look at cohorts, degradation or whatever you look at, right? And that's the thing. So keep your first principles correct, know your consumers, always try to solve a problem for them. What data allows you to do is to ascribe saying that what is the problem and you are able to iterate on that and then whichever way you approach it, online, offline, you know, feet on street, whether it is service and you're doing digitally, feet on street, calling, whatever it is, right? As long as that is at your fundamental, that first principle is where you start from. You'll be in a good place. You'll have a happy customer who have higher LTVs and lower CAGs and give more revenue to you, so you'll build fantastic businesses. Sure. Can't agree more. Thank you. So if Rahul, you allow me to ask you a question. He's from Max Life Insurance and again, a pure service perspective we are going to have. The question I would like to ask you would be in terms of you have moved from talking to to talking with. Yeah. So we used to have the marketing philosophy wherein we used to talk to the customer and you have moved from there to talking with the customer. Would you like to elaborate on that in terms of Omnichannel perspective? Sure. Good afternoon, everyone. Thanks, Dr. Viva. So I think before I just quickly answer the question that's asked, I'll make maybe two or three open comments. For our kind of a category, which is life insurance and a brand, Max Life Insurance, it's a fine balance when you look at data to data at one end to something which is called traditional on the other end and why I say that, I'll explain in short. You look at data science, data mining, data lake, data intelligence, AI, machine learning but our kind of a category also has a huge human factor to it and that's fundamentally because you look at our kind of a category or a product. This product is not short lived. Average span of a relationship that I would have with a customer is anywhere between 10 years to 40 years depending how soon you've picked up life insurance. So that's the one part on data that data enables but data also coexists with the traditional component of a humanization factor in this journey. Second, because of the largeness of the relationship time duration unlike say a few product categories or few here and now transactions that may happen it's important that we are able to engage with customers and we are able to hold on to customers for reasons like path mentioned, lifetime value, et cetera but in our kind of a product which is life insurance you want the customers to continue because end of the day in an unforeseeable situation you are going to be able to hold back for that customer's family is why it's important to ensure that you're engaging with the customers. Talking to and talking with coming more head on to the question Dr. Vibha I think for the longest while the answer has always been sitting in the world called customer and I'll make a marketing point to all the marketing colleagues here in the word customer you drop the C as the first letter and you drop the R as the last letter what's left over there is us to me the answer over there very clearly for a category called life insurance is that it's the power of segment of one the customers don't want to be again spoken to obviously end of the day for efficiencies you'll bucket them as type of customers bucket them looking at behaviors looking at psychographics but fundamentally you need to be able to engage with that customer under the power of one only and only because depending on the kind of product you have as life insurance it may so happen that you are talking back to that customer or that customer's family in a situation where the person who picked up the product may not be around so you need to be able to create that engagement model and omni channel piece that my colleagues on the panel have spoken about it becomes even more important because in this large duration of relationship that we have with our customers, our customers are interacting to us through various touch points when the customer is onboarded I'm sure many of us in the room you may have been onboarded hopefully directly, fingers crossed otherwise through an agent advisor through your bank relationship manager and that's when once you're onboarded onto a life insurance brand is where the journey begins there may be touch points through offline channels there may be touch points through online channels or there may not be any touch points but yet the brand or the business have to ensure that you are engaging with the customers to ensure that come that next premium date come that next to next premium date the customers are continuing for not only benefit of the brand but more for the benefit of the customer and that's the tag of this category that you need the customers to be persisted with technology for us is an enabler one view, something that Pat spoke about is something very relevant for us again taking back all of your attention to the large policy contracts of a life insurance product you may have a short duration a five year investment product a ten year investment product but large some assured products in life insurance are 25 years, 30 years, 40 years if you've taken them early in so I think that's where we are using this entire concept of personalization and data coming in together to ensure that we talk with versus talk to because I think talk to is now dated and jaded sure, sure it's really great to know that we have been through a time wherein we used to get calls, tele-calls we used to get messages that you want to have that insurance policy and we used to be disconnecting the call all the time about few years ago and we have moved from that phase to part of one, segment of one engagement and so on so really great to know that, thank you so much thank you Dr. Viva next we have is Mr. Siddharth he's again from a service but from a different context wherein he takes care of the intelligence service as well as data services and helps everyone out in terms of doing the real task of omnichannel retailing so my question to you would be in terms of optimization, media optimization so when you have different channels through which the consumer is going through and if I'm searching online and making a transaction offline so how would you take care of the media efficiencies in this particular context this is a great question actually and just wanted to quickly talk about what we do as well so MIQ is a profitable unicorn I should mention we are presenting 30 plus countries and what we have done is we have got data from multiple sources as we are presenting in many countries so we have close to 200 data sources and we have created one of the largest data lake world over and I believe in India also we have one of the richest data lake and obviously that is because of the power of technology and the reason why I'm mentioning it is because completely answering the question from that perspective I think it is very very important that all the businesses have lot of data and in technical terms it is called first party data it is very very important that businesses take advantage of their own data and also use technology to combine data from various sources which they have from various channels and as some of the colleagues from the panel have already mentioned very very critical and also utilize third party data to fundamentally answer questions like who is my consumer who is my best consumer where are they and how do I best reach out to them and also what is their context and in what context I should reach out to them so that my message to them resonates in a very nice way and also you know it's a two way communication it's not just you know a broadcast from me as a brand but also it's a two way communication because basis the engagement then I will know whether I'm reaching the right consumer whether I'm reaching to the right channel and so on and also your question in particular I just want to also talk about a case study so we have been working with a brand which has inverters you know inverters are used when there is a power outage so what we did was we basically used a publicly available data source from government that you know this data source tells that in these pin codes and in these time zones there will be power outage because unfortunately in India we still have many places where power outages happen we created that into a feed a usable feed and then you know when we delivered a campaign for them we timed it in such a way that before one hour before the outage we went to the consumers and said that you know okay you have a outage coming and you know you can and basically the related communication about the brand which is very very relevant in the context right because obviously no one as a consumer would like to have an outage and there is a solution available and it is the right context and then when the actual power outage happened then the communication changed and you know obviously earlier you were using multiple channels like you know laptop or you know mobile now after the power outage has happened now you are using mobile as a channel because that is the most relevant channel still working for you right and you know you are now having a change of communication also and saying that you know you are why suffer power outage why don't you you know look at this brand so the brand communication obviously in that context resonated very very well and this is how you know I think you need to understand what are the macro trends which are really affecting the consumer and you also need to leverage your own data to figure out the right consumer combining that with macro trend and create a very very relevant contextual you know communication for the consumer and you get a great engagement you get a great traction as well sure sure would you like to share something about how do you take it of the privacy so yeah that's a great question again so I think you know what technology allowed is one is you know you have you have the ability to combine data from various sources and you can have a lot of signals which are related to demographics or related to you know income levels which you know are employment status, parental status etc then contextual status, location status and so on and so forth right and also physical behavior as well offline behavior is also very very important so you can combine all that and you can combine that in such a way that you are not pinpointing a particular consumer and you are not working with any personally identifiable information right so you are always working with the data in a manner in which you are not able to understand who exactly is the consumer but from the signals you are able to understand that okay this is the right consumer or this is not the right consumer for my goals basically and from there of course there is also the regulatory and legal environment which you have to see and you have to completely comply with this that is very important so for example in our case you know we are a Europe headquartered company so we are completely GDPR compliant as well I will also add one more thing here we also have cookie less paradigm coming in right cookies will go away in 2023 and that's a good thing right because you know we don't want we want to remove one more tech which can pinpoint you as a consumer and at the same time both marketers and consumers will get ready for the cookie less paradigm where you have you will have lot of channels which are not cookie based and they are cohort based and there can be contextual signals also there are channels which are like you know for example we talked about connected TV or digital lot of home which are not at all cookie based or even mobile devices which are also not cookie based so the key criteria is that definitely privacy has to be ensured in a very very good way at the same time you still want to reach out to the consumer in a very relevant way and there are many ways possible and still you take care that you are not pinpointing a particular consumer and you are not using any personal information sure thank you so much I've got plenty of questions in my mind but I'll put a hold on that right now we are running short of time and I would use two minutes to have any questions from the audience could we have somebody helping us out yeah would you like to yes please the ONDC network which is about to be launched what is your views of the marketing of your brands using the ONDC network yeah part yeah I'm assuming by ONDC it's the new e-commerce yeah that's right it's an open network for digital commerce where every consumer can go and they don't they're not going to be controlled by particular brands it's an open source network which Nanda Nilkeny is heading and this this is something where most of the large brands are coming on board so what is your views of your large organizations on using this network I'm not a new e-commerce guy but I previously was let me try to answer this because I am a payments guy right think about UPI what UPI did the government or India built a rail which was open and which allowed interoperability which allowed digital transactions to happen seamlessly now of course there's an entire ecosystem that emerged around it which would enable this and which would take it to the consumer what is likely to happen is that ONDC for when it comes to e-commerce and e-commerce has had fantastic growth in India right but there's still a lot of potential left in India especially when you look at tier 2, tier 3 and you go towards the bottom of the pyramid what I expect to happen while the larger guidelines are yet to come and the details are yet to come but what is likely to happen is this will really democratize e-commerce because at the end of the day it will allow a lot of sellers to work on those rails so it's not only about consumers it's more importantly for the sellers that they will be able to come on those rails and not be limited by their capability on let's say technology or so on and so forth but it would really simplify with them to come on board and when you have the supply side it would also democratize the demand side so while I don't have a glass bowl to look at and say what will happen but if I look at UPI what UPI has done to the digital payments ecosystem and if ONDCs as well executed and as well built I would assume it would democratize a lot of e-commerce and it will really there will be an ecosystem that will get built around it Thank you so much Parth, thank you, thanks for a great question and I'm afraid that I have to put a full stop here, I'm being given a signal right there Thank you so much Amit Nikhil Parth Rahul and Siddharth, thank you