 Moving ahead with our next panel discussion for the day, this is going to be an interesting discussion on the importance and best practices of brand focus communication. Let's have a round of applause while we welcome our session chair for the panel discussion, Mr. Ruhail Amin, Editor Exchange for Media. I welcome you, Ruhail, and over to you to take the proceedings forward. Thank you, Kathi. Thank you for the lovely introduction and it's my privilege to be part of this another panel discussion where the focus is going to be on the importance and best practices of brand purpose communication. Before I proceed, I want to invite quickly my co-panelist. I have with me on this panel, Rashmi Soni, VP Head Corporate Communication, Vistara. Hi, Ruhail. Paresh Chaudhary, Group President, Corporate Communication, Adani Group. We have Prasidha Menon, Vice President and Global Head of Communications for you. Menari Shah, Director of Public Relations, Amazon. Subhayu Mishra, Head of Corporate Communications, Corporate Affairs, I'm sorry, Standard Chartered Bank, India. We have Bageshwari S. Navarre, Associate Director and Category Head, Pepsico and Girish Balachandra on purpose. I hope all of us are here and I just want to quickly go to my first question. We all know that in the last, we know that the brand purpose, it lives at an intersection of companies' authentic reason for being and the unmet human expectations from the brand. And of course, it touches the whole lot of expectations. It has the, it needs to touch every stakeholder, your brand, your customers, employees, community members. But if you look at the last 11 months or so, what has happened? There has been an increased discussion about how brand purpose communication has got impacted by what we have seen in the last 11 months. So I want to quickly understand, has it actually happened or is it just a theoretical question that many people raise? So I want to come to you, Ms. Tony, first with this, your views that in the last 11 months, how big or what kind of an impact has brand purpose undergone or how important has it become or a brand to showcase its larger purpose than just making profits? Hi, Rohail. Thank you first of all for having me here and hello, everybody. Basically, as we all know that brand purpose is the purpose, the cause, or the belief of a brand that exists. In a digitally connected world, consumers today are well informed and then they have choices at their fingertips. They want their lives to be easier. They want their needs met. They want brands to be socially and environmentally responsible. And then they crave for a deeper connection and they expect brands to deliver all of this. Now with market phase getting increasingly cluttered, brands are becoming more and more replaceable, making it difficult for brands to achieve loyalty and stickiness from the customer. And so what drives brand loyalty is good quality product for customer service. Not enough or consumers are looking for some sort of holistic experience. So we all know that the behavioral attributes of consumers are changing each day and especially in these times when it is not only challenging for the brands to survive, but it is not easy for the consumers also with the kind of changes in the policies, the ever-changing guidelines and anxiety related to their health and safety. We all know that consumers identify with and respect those brands that share their values and their social beliefs and more so in times of at least. And also those brands that are sensible to social, cultural and environmental issues. So basically, it is more important right now for the brands to be human to the core and have strong bonds with their customers. And this is where the brand go first basically comes in. In case it has to be authentic, it has to be genuine and it must be communicated effectively to ensure that consumers accept. So the most important thing is that the brand purpose cannot be mentioned on the website or publicity material, which is the implicit thing and it is important to an experienced budget. I'm sorry, I just want to interrupt that. I want to keep it to two minutes so that we all have like in 40 minutes. I will come back to it. I want to go to Mr. Chaudhary. A couple of seconds, so I was talking about the explicit and it has to be implicit that the brand purpose has to be felt and experienced by the customers in every interaction with the brand so that at every touch point, they feel it. And the Stara's brand purpose as you would know that delivering the new feeling of flying by providing intuitively thought for service and the customers are not just another bomb on the seat. It actually comes across in every communication and in every action from the brand. Right. Mr. Chaudhary, my point was that what is the new meaning that brand purpose has taken over the last 11 months? So if we could all have a brand purpose over the last 11 months, so if we could all have like two or three minutes to it so that we can have more questions. Yeah. Yeah, so I think your question was that what has changed in the last 11 months, especially on the purpose, right? So I think the last 11 months has only demonstrated people who have character. If you have character, it doesn't matter you're a startup or you're a running group or you're a alliance or you're a mid-cap company that's struggling in terms of the market dynamics. But if you've shown character to be aligned with what the purpose is, basically nothing but it just gives you hope. Purpose gives you hope, it gives you direction on the development journey that you're going both internally and externally. Are those people believe in your purposes? You know, because you've seen, I work with Mukesh Ambani's, I work with the Leavers Group and back to GSK. You see a lot of vision mission statements in the conference rooms in the aisle with beautifully demonstrated and also on the lows of a lot of times, right? Are you living those visions? Moving that purpose is something very important, right? In the last 11 months, what I've seen that the brand purpose has only been strengthened for people who set their vision without altering it. A vision is not for 11 months or 12 months, right? It's a 10, 12, 20-year vision. Now look at the one I do. We moved from a $17 billion market cap company to a $17,000 market cap company. We launched two massive businesses in this period of 11 months, which is not just expansion of Adani gas, but also Adani airports that we took over, about seven airports too at one shot. You look at where our direction on sustainability has gone. So if you look at the sustainable parameters that we measure on social impact, economic impact, that's taken a massive turn. The Adani foundation has put money into the social impact programs that is ever done before. The impact of our communications has been felt like never before because people had a different paradigm. There was fear in the masses. There was fears in the economy. There was fear with the stakeholders. And how does an organization with character really leap from the front and strengthen that brand purpose is what I think a lot of companies have shown. And I can give you examples. I mean, there is one Vistara I know Rashmi from a long time. Minari has been a very, very close friend of mine. I've dealt with Prasiddha in the past before and how Oyo was like this and now showing a kind of graphic words. But brand purpose to my mind has been strengthened massively and only with people, with character have demonstrated that. And if you've, right, and the people who are saying, oh my God, everything has come to a standstill. I know everything is gone. And consumers sentiments have gone. You've seen the last three months of where the markets have gone. And all the, you open a CNBC, you start an IT now and all our good friends on the media would talk about saying that this is nothing but liberty is absolutely rubbish. It's the real consumers of India which has come forward and saying, I'm going to win this battle. Right. Ms. Manil, as Mr. Chaudhary also said that you're communicating that brand purpose with your stakeholders and we always have an out wordly approach to it like the consumers, the end consumers. But what about the immediate employees? It's pasted all over as he said in the board rooms and everywhere else. How do you make it more understandable? I mean, what is the Oyo story like to make brand purpose more understandable or readable to its immediate stakeholders? Manil, that's a very good question and I feel like employees play a very, very important role as your brand advocates and if they do not buy a certain proposition or if they are not completely appealing then it's very hard for you to reach out to other stakeholders which in our case is not just the customers but also our development partners. And I think when we talk about brand purpose something that we did when we were away from pandemic, because in fact we understand how is this going to impact your business and therefore how is it going to impact your customers as step one? And then, you know, plan for various scenarios where employees become a very important part of the understand why they are saying what they are saying. Another aspect to it is, you know whenever you talk about brand purpose or whenever you're looking at communication in uniform there's a lot of tendency that we as brands would have to talk about things that matter to us as a brand which matter to us as a business but I think, you know, this was a phase which kind of forced us to think about things from the perspective of the audiences how whether it is employees who want to work in model and want to understand how do they stay productive how do they stay connected and I'm sure they are doing things around many times through cycles where employees were in fact a part of the cycle that put together or for that purpose, you know when you talk about customers how do we keep in mind what is a payment and as an example when OEMO started its business after the lockdown, we spoke about sanitize phase and you know, we went for that proposition because that's what we as a team understood would work well and would give our customers the confidence to come back and stay in our hotel but then we also backed it up with a lot of studies and our focus groups to understand what matters to them and it's our employees and partners who came back with the idea that we need something for us to sanitize before your eyes because we won't trust you so I think it's a good mix of kind of meaning of balance between what you as a brand stand for but also understanding what's relevant for your audience given that they work with high standards right Misha tell me, I mean in your view when you look at the entire you know like 2019 and then we got in 2020 how has it the brand the conversation around brand purpose shaped has it undergone change our brands increasingly trying to show people more than the news how do you see this? I think Amazon's concerned I think it's always been about brand purpose I mean I think it's pretty well known that we kind of aim to be the most customer obsessed company on the earth and it's earth some of the news and I think that in our communications I think we've always been about brand purpose it's so great in the DNA in meetings and every video constantly here but the customer, how is it for the customer if you hear it at everything level elevate the conversations and that's what I think brand purpose and why it's in our brand I think all the employees it's not necessarily on the walls and go on it's in the brand and I think what last 12 months I think we were more cognizant than ever before the responsibility that a company like Amazon had as we had to play such a critical role in making sure that our customers got everything that they needed and they got it safely from their houses but at the same time we had the huge responsibility of making sure our employees were safe our employees were as much on the front line they were delivering out, they were working all of you hopefully would have had those experiences and that's what the cost and so keeping them safe that was critical and one could not have pivoted to that so quickly as we did we had to change the mix of what people needed very quickly work with our seller partners to paint it all of it won't work unless brand purpose is just deeply involved and I don't think brand purpose is something that can change so quickly that you can have more conversation around it that has to be mechanized that has to be a process which is in your day-to-day purpose and that's what gives you the flexibility and agility than the more absolutely unprecedented events to try to address right Mr. Mishra, same question but a little bit differently for you like how do you maintain in all of the things that happen on brand purpose the brand purpose remains the centerpiece of all the activities I mean how do you practice that is it easy is it difficult hi thanks I think I'll just take a step back and before we talk about brand purpose and communications couple of quick things I think since your question is actually pegged to the last 12 months of the pandemic I think one very interesting thing has happened is people have acknowledged all employers organizations have started acknowledging a lot more about the contribution of their employees and that internal piece has come alive a lot more than it usually does so that's one big difference I'm seeing 3 2020 and onwards the second piece that has come in is there is a heightened sensitivity towards client services so I can name our bank I can name probably most of the leading banks and other organizations where there is a heightened sensitivity towards client service because you know that you're operating under you know limitations so eventually this has progressed and evolved over the last 12 months into finding a sweet spot where you are still caring for your employees much more than probably that you used to because of the necessity of it all and the same time ensuring the client services happening on time and what does that happen what does that result in that's resulted in a lot of clients acknowledging the organizations that service them right so for example we get probably more complimentary emails in a week than we used to get in a year which is not to say we are not doing good service but I think the palpability of it all has shot up and the sensitivity if you have a high sensitivity index I would see that sensitivity being very over time so I think that's the number one thing that's happening the second thing is it's reflected in the way people feel about their organization so Parish made this reference to sustainability right what we have seen is we have about 600,000 bank in India we have about 22,000 people in active offshoring so that is about 30,000 teachers we have seen dramatic increase in employee volunteering through the virtual interface so I have an opportunity where you know opportunities like let's say teaching work so we thought the EV numbers and we have mandated EV numbers across globally so we thought these are going to decline okay it's actually gone up so it's completely an eye-opener for us I don't lay a claim to credit from that comment but the fact that people started getting sort of sensitive about society about community about the fact that their employer is doing this and came forward in sort of part of it right is very important I think these kind of things inform brand communications in more ways than just you know having vision and vision statements like Minari and Parish and others prefer to that's one thing I think on the other side in terms of going to clients and consumers it's more of chasing the flow of events because we can't really predict in this kind of volatility what events are going to be so if you take a case in point let's take tier 2 cities and all your e-commerce has ballooned over the last 4-5 months now we don't know whether this is going to be sustained or I don't want to hold just to fortune on this but if you look at it e-commerce has gone up hundreds of data figures on it like Lipkart says 70% of the e-commerce sellers are from tier 2 to tier 3 cities now that's very interesting and such other things will happen but I think there in terms of practical communications for your brand, for your business for our services etc I think that is more like quickly understanding the market being nimble, being quite anticipated responsive etc etc and working with communication but I think it's going to be more practical than it's going to strategy over at least the next 18 months because we really don't know how the lie of the land is going to shape and fall in place so that's the problem I'll come back to that I have another round of questions Ms. Navari just quickly and then Mr. Parichandran your thoughts on the new meaning that brand purpose has taken has it taken at all to you Ms. Navari yeah so it definitely has taken a new purpose we ourselves are consumers and we feel that every day right we think about what we are doing and have consciousness in what we do but from a brand standpoint I think when we are listening to consumers more we are picking up the consumer in this time of social distribution is craving for human connection and therefore they are looking for things that are really simple honest, empathetic you know the human person that is trustworthy and they want our communication to have consumers in the center of whatever they are doing so if I were to just put it in a small you know I need to I need to recall this survey that we are implementing a barometer survey during the time what we think is that consumers are looking for brand to provide a solve but not to sell so really they are looking for something that solves their problems but not to do a sell and I think that's the new purpose a brand should look at providing a solve but not to sell right quickly Mr. Bharath yes very quickly so I am going to cite a data point from Havas that says that people wouldn't care if 77% of brands disappeared so you know that's the context in which we are operating and I think over the last 11 months what's happened is we've been really we've seen how the people are really serious about purpose have sort of stuck with it and others have felt more challenged when it's come at the cost of profit so I would say that the last months you know we've been able to establish the brands who are serious about their purpose even at the cost of profit because it's easy to be purposeful when things are going well you know you can spend more on your community initiatives you can spend more on CSI but none of that is really purpose purposes and I think a big thing also depends on where purpose is owned within the organization if it isn't owned at the very top then it's going to be restricted to at most a marketing campaign but if it is really owned at the very top and it's part of the DNA of the organization then it's something that's really unshakeable whether or not there is you know a tough economic situation right I want to tell you Rohan I just want to come into what Girish was saying and I think largely he's covered a few points that I want to make but you know while brand purpose etc has been driven from the top in most of the organizations in consultation with all your stakeholders but if it is not owned at your grassroots levels it can fall like a pack of cards you know and we demonstrated that with Univer when I was there for many years and we are a brand purpose and sustainability especially in a laundry segment because there is a lot of environmental damage that is going on in terms of the chemicals into the drain and the group came up with the sustainability formula which was a very unique art in the world unless it was not owned by the grassroots not just the employee because when people talk about internal communications they normally say employees, employees, employees of course employees is your 40% of our KRAs all of us on this chat and outside who are watching and listening but even your partners who some people call vendors suppliers, they like to call it partners all these guys have to own it at the grassroots level and if they don't own it it won't work and to one more point that I think Shobha you made about you know taking the brand purpose forward and how do we make sure that in times of crisis you are demonstrating profits etc are not demonstrating that I think it is important to know that in this last 11-12 months any of the communications team or the top management team has deliberately tried to amplify their work on community impacts whether social, whether it is economic or environment they have not been taken very well by the citizens of this country so what we have practiced is citizen communication and not consumer communication there are two different things and the lesser you amplify that at times of crisis the higher you can build the brand purpose within the established norms of what you want to do in the next 10 years so amplification, try to do PR around it, try to put money on your social media channels to say oh you know what I have trained 200,000 Sanghanis in some place, I have taken self built groups, I have given so many masks I have done this, I have done that that can backfire so it is important that the community speaks for you the media speaks for you I just wanted to come to my second question and then I will come to all of you and I want to start with Ms. Sony that tell me how can you define build and market a brand purpose that feels so relatable and so contextual that's the idea I will specifically talk about the current scenario in the pandemic as I said it was not easy for the consumers some amount of empathy in the form of consistent communication quality and flexibility goes a long way in finding a permanent place in the heart of our customers so I will give you an example from this Sara people were struggling with changing guidelines every time and the cancellations because of the travel restrictions in various states so there were other authorities responsible for sharing that information to the customers but the Sara took it upon us to put that information together at one place for them to exist so in particular which particular state, what is the specific quarantine environment or travel restriction everything was there at one place for them to look at customer engagement team was contacting customers to share that information so we feel that there was this catastrophic situation which was brought about by the pandemic and what brand like us could do to make sure that these are a little bit anxieties of our customers so it is important I believe for the brands to put themselves in their audience and think like them that what is relevant for them in these times there can be various kind of brand campaigns which are purpose led and which are business led but we have to look at the situation the times and then we see that what is it that has a long term view that would naturally have a positive impact on the brand so basically that is how and then there was a campaign that was actually started by us which was flying field safe which was to basically instill the confidence in people to travel because we have SOPs for safety and hygiene basically the consideration till today in the minds of people while they choose an airline brand that is actually very very important to the brand to become very human to the court and understand the requirement of the customer and then deliver solutions specifically in these times Miss Ben and your thoughts on building a brand purpose that is relevant at all times yeah I think it all comes back to a lot of what Padish said in the last spoke about in terms of you know it has to be entrenched in your DNA and I feel like the purpose has to start really close to your mission I mean I can say that for all of you that you know during the pandemic I think it was a time when we as a company reflected back a lot on what we were doing you know our mission and how do we come to this why at the same time ensure that both our customers as well as our partners are able to see the difference in our approach to the business itself and I think one thing that stands out whatever you do I think it's also one of the points in the land that we have to discuss is how to use it is it true what is the audience seeking from you and what you as a brand stand for there's a belief in line between standing for I mean having a clear brand purpose and working about it and making it sound like a playable headline so to say and again I think that one more line and becoming like an opportunity to make our company want to do some of those kinds of emotions so I think that balance is something which is very hard to see and you can do it as long as you are ready you are understanding the purpose your mission and it reflects everything that you do in all your engagements that are finished and it's completely entrenched what you stand for for your audiences as an example you know when we were in the pandemic we were living a lot of standard passengers especially foreign nationals who are in the country by doing them and helping them I think we as a team a conscious decision to understand to what extent are we going to talk about it and how are we going to talk about it it was important to ensure that the message reaches because there were a lot of people who needed our help and needed to know that we are there and we are supporting the government we are working with the embassies but at the same time ensuring that you don't celebrate things like this when you go to the water so it's like I think that right balance is very important right right Mishra your thoughts on this I mean how do you define build and market a brand purpose that feels relevant and contextual right so thanks so I just talked about about it a little bit I wanted to go to Mishra first and I'll come to you after this I'm so sorry sorry Puresh you want to go ahead okay yeah thanks Rohan I think first of all an interesting anecdote about Amazon for the longest time at Amazon they were in the marketing department it had to reach the company they had to scale when it finally got into marketing and even when I joined the company about four and a half years back we are globally visually small it's only the scale that we have begun to do back because Jeff really said that brand trust is about doing the right thing when one is watching you and that to me kind of is when you constantly you don't need to market that brand trust is not run by marketing marketing can only make the voice reach what you're doing everything else that's happening you can make it sure that people are hearing it in a very fragmented disperse world and we want to make sure that our messages are heard but because brand purpose is something which already exists so in the last 12 months we couldn't suddenly become someone who we weren't if we have been always standing for we innovate on behalf of our Indian customers or we innovate for all the small businesses to partner with us that's who we remain we just became faster more agile quicker in doing that when our customers were asking us hey are you open in XYZ city we took the social media to literally give a city by city update an interesting piece I learned is we have to literally go one to one district to get the permissions for our business to operate so I learned that there were like 900 something districts I've forgotten the number now but at that point in time we could take permissions district by district for our people to be delivered and so we took the social media to give a district by district update because that's what really mattered to people we took to using our homepage the gateway as we call it to communicate and tell people what were the essential items as defined by the government what could we give and so on so I think brand purpose is really about making sure that customers are getting what they want the information that they need and it's really something that they can use anything else is fake and unauthentic so it's not about marketing it's about really being honest and clear Mr Chaudhary you wanted to say something yes I would just I think into the previous question that you clearly asked about you know how do you what do you do to make sure the brand purpose lasts forever and I think I think that is two key words here everyone must try to gain the love and respect of your stakeholders it's a very big statement to make it's very very difficult to achieve I've done some bit of work with Tata's many years ago 150 year olds, 160 year old legacy of a company in every one's brand strategy document you will see then how do we reach the Tata group in terms of brand advocacy even they got exposed when a lot of issues that happened many years ago so gaining love and respect is what the brand purpose should be for anybody business is profits business is distribution of the profits business is touching people's lives but gaining love and respect is big the words trust, compassion empathy likeability and all that is time that everyone tries to do but gaining love and respect is the most important thing if you can achieve that and the data point on a huge market research says that if you can achieve 70% of love and respect across stakeholder groups you should be getting the Nobel Peace Prize or getting some huge bravery award from the current government so I think that's where all of us must strive and all of us as communicators and all agencies who are also on the show and watching it from outside I always say this at associations that if all of us put together we are the some brand of brand India if you can all of us create that brand India create the positive sentiments create the love and respect you know India as a brand grows India as a brand assumed center stage of what the brand purpose should be and that's what at least it is mine personally and also professionally yeah that's a very good point sorry go ahead Ruheela I actually wanted to just take that point forward which you want to yes so you know it's interesting you spoke of love and respect because in research terminology the the word for it is a love mark so a brand that's high on love and high on respect on the X and Y axis together is really a love mark and that's one of the guiding principles we have at PepsiCo so well our purpose is to bring smiles to people's lives with every sip and every bite and I wanted to recall the campaign that we did last year only so taking the purpose of the company forward the latest purpose is to bring simple joys to everybody's lives and last year during this pandemic we actually you know we're not going to look at campaigns that we're looking to sell our products at this time but let's look at what really brings your life and really the honest is that any hard work run by anyone for others especially during tough times is called hard work and so our campaign on laser score is hard work and we said that we want to thank everybody who brings joys to people's lives so the farmers, the truckers, the factory workers also of course doesn't sell it and then that is the start of the campaign but essentially what I want to say is that that campaign went on further by itself and kind of had a life of its own which is what told us that you know Garno's love and respect around because we just had a foundation and we said that we want to donate hygiene kits for this chain of products that help us get the smile of people's lives but you know it kind of carried on an artist took it on and then because the artists were interested in building a little contribution to this too so you know we took it further we tied up with Art and Farm which is a site where we could have artists come and sell artworks which helped them raise half a crore rupees for you know putting back into society with hygiene kits so that brought in of course a lot of other people first too and then we partnered with other organizations to celebrate what they were doing whether it was in the consumer type world there was an energy and we realized that a lot of other companies actually are doing similar stuff so we kind of celebrated artwork that was happening across the country and it kind of took off on the phone and we are going to continue doing that and that that surely helped the joy around the world a little bit wider so apart from the hard work it is the hard work that finally wins the customer Mr. Mishra, trying to understand from you in today's world how much do consumers actually care about the brand purpose from their perspective apart from because are they obsessed with just the products and services is the onus only on the brands to showcase the purpose at all times to customers kind of care for it that much what is your understanding of it and also the previous question then how do you build that that connectivity customer brand connectivity that stays with the brand purpose that's an interesting question I don't think I have got a straight forward answer to that but I would rather disagree than agree to the view that customers don't really care about brands and brands brand loyalty shift etc I don't think that's the case Tata's is a fine example right Tata's have gone through their own reputation risks etc but if trust has a synonym in India it is Tata's I mean we could go on arguing about it but that is where eventually the outcome is going to be so I think that's the first point I think customers do care about brands I think the mistake that we often make is we are not actually practicing what we are communicating I think that's the first dissonance customers tend to spot very quickly and today with social media you always have this thing of it going viral that's one the second thing is we often times believe through straight forward advertising is like the school of thought and quality and political science that we have read that a lie told many times becomes the truth unfortunately in case of brands it doesn't happen okay fortunately or unfortunately whichever side of the fence you're on so you have to demonstrate what you're doing in terms of some tangibles whether it's service whether it's price whether it's whatever distribution etc and communication follows from there but I think one of the important things that that kind of can work very well today and we all know the downsides of the social medium in communicating right but I think one of the things that can work very well today is probably look at brand activity and communications and I'm not talking business here okay but brand activity where there is a potential of things to actually go viral duplicate and I don't mean viral on the social medium which actually goes viral in a sense of an activity okay an initiative and takes its own sort of steam so I'll give you an example clear example is the standard chart and move my marathon which used to be the marathon before the tata is picked it up from us so there are now 700 time races in the country who would have ever thought an Indian you know having a nice meal of rice and dal and sabzi and sleeping at our food actually run a marathon today you know how many marathon runners are there there would probably marathon runners in this whole panel so there something took off and again we are not claiming credit to all of it but I think there is a potential the second potential I see today is cycling because you know there is a huge influx of huge upsurge of cycles being bought friends of mine tell me that you know they are running out of stock of cycles why because again the whole personal mobility pollution all of that so sensitivity has come in through covid so is a brand picking that right so I think in terms of communication it has to be blended with an activity and then it has to be community there is a saying in marketing that it is not great marketing campaigns it is a darn good marketing promotion based on a great business idea right so you need to have an action at the core of it you can't just communicate that works only in politics as far as my knowledge goes you really have to put action into it you really have to demonstrate certain behaviour and then the marketing can take off so like one of the guys who I know and respect Kiran Kalap used to say that the communication needs to be an inevitability it is not a question of choice and why is it inevitable we have done A, B, C and hence D that's how it becomes inevitable so that's one part of it and the three things that I saw that were important were always important but it probably became far more important in this last 12 months one is how do we handle ambiguity because we had a lot of clients coming to us as communicators we had a solution to crack in terms of reaching out in absence of certain conventional ways we were doing things with ambiguity the second was the sense of urgency with which we responded to stuff so if I have to put out a Covid handbook in the next 24 hours how well am I doing it how well am I ensuring that it's reaching and the third part is of course course correcting what I'm going wrong and all of us hand on heart would have erred in these last 11 months more than we have erred in the rest of our audit careers except for the first few years of our careers so how do we course correct I am running short of time but I want to go to one more question but before that Mr Balachandran your thoughts on building that lasting brand purpose that is relatively yes very quickly so I like what Savayu said about the disconnect between intent and action so and the gap in between is where the brand value really falls the difference between what a brand says and what it does the second thing is I feel brand purpose is really about differentiation and the reason I'm saying that is because as the markets become increasingly commoditized how do you then create an appeal with a consumer that is more than just the functional value of your product or service so let me give an example when asked about what his job was by the president John F. Kennedy at NASA said I'm here to help put a man on the moon that's what he described as his job and you know so the point that I'm trying to make is if we're able to show people the vision of why we're doing what we're doing then the appeal of associating with the brand's ethos and value system becomes so much more aspirational right right my last question is a super quick 20 second answers straight to you Ms. Sony we have to stick to this timeline that how do you market your brand purpose and use it to take your brand to the next level quickly two things that people brands need to do to do this so basically when I said that you know our brand purpose is basically to deliver quality service in an intuitively thoughtful way so basically they have to see that across all our communication which are explicitly shared with them through brand campaigns or any other communication that goes from the brand and as well as in the behavioral aspect of the every employee that is delivering that service so the brand purpose is so deep that you know it is being the entire team is being galvanized and they have become the brand ambassador to deliver that brand purpose every day every moment to every customer right right Ms. Chaudhary quickly your thoughts on this how do you market your brand purpose online very important that you make you experience you make sure that your brand promise is experienced every single day to every single stakeholder and that's where it will work great Ms. Menem quickly yes I would say that you know as long as it is authentic it is audience focused I think that's level one for me and then of course I'll go back to what Deesh also touched upon I think you know being purpose driven is important but you need to be backing it with a very strong proposition if that doesn't happen then you will not care about the purpose I feel and then marketing enough and making sure action led both from the company side as well as something which in both action will consume that would be over there Ms. Chaudhary your actions speak to yourself every single piece will speak to yourself and you will need to communicate it my best experience and I'll take five seconds last year sorry year before last event across 13 cities we literally stopped people on the road to ask about Amazon without a we looked for not very hey English we will be talking about every single person we stopped had an Amazon story from the people making the statues and saying people buy seeds for gardening everything I think this paper people loved it people know the brand when they see it that's it you thought on marketing the brand purpose effectively yeah I'd say you know appeal to the head and move the heart this is really quite the motto we say so on Kurkure for example we say you know we want to transform every day movement so celebrate that unless bring simple joy so appeal to the head and move the heart that's really on a nutshell Mr. Mishra well it's more about identifying whether you sign up to that brand purpose because not all brand purpose is noble so at least the hidden ones so whether you sign up to the brand purpose is for me the most important thing and it doesn't mean so that's one and the second is probably like Girish mentioned find always new ways of connecting and differentiating Mr. Bajal the final words you have the final word sure you know I would say in my experience of working with brands helping articulate purpose it also becomes a question of making active choices about who you want as your customers and who you appeal to if you say that I got something for everyone then it's going to be a very hard sell but the minute you start making choices to say that we want to appeal to this kind of customer who believes in these kinds of things which matches with our value systems that's when you're going to be able to bring your purpose alive by saying yes to some and also being able to say no to others right, right, right on that note thank you everyone for joining us, it's been a wonderful discussion we're short on time, thanks again for joining us