 So I hope you're all ready to move on to the second panel session for the day Yeah, I know that we get a tad bit sleepy after lunch, but I hope that's not the case today Yeah, I think we had a really hearty lunch, but we're going to really enjoy ourselves so this session Ladies and gentlemen is going to be moderated by Aditi NC founder CEO the social Unicorn and With us on the panel. We have mr. Pratesh Chauthani co-founder and CEO HIV OCO Education and learning where Shali Shah CEO and creative head moving pixels private limited with mr. Prabhavir Sahame senior director Samsung as India and Southeast Asia Samsung Along with mr. Faizan Ahmed the national head digital transformation Revenue on behalf of the Hindu and mr. Rohit Utam Chandani founder teaching on well This session is about learning and unlearning the need for constant innovation Can we please put our hands together for everyone who's about to join us? Louder please come on Thank you Hello and a very warm welcome. My name is Aditi NC and the founder of the social unicorns Thank you for joining in and We are going to start with a session because we are running So I would request all the panelists to kindly introduce themselves So I'll go first My name is Pradesh. I'm the co-founder and CEO of a kids brand kids entertainment brand called high vocal Which stands for high voice companion. We are the world's first voice enabled voice interactive Animated stories app for children and and we've done in past six months done Done some great work. I've been in this business of marketing communication and being a PNL leader for about 15 years I've been at coke Whirlpool I was a business leader at at radio Mirchi and now I'm an entrepreneur So happy to join here with all the panelists Namaste, I'm Vaishali Shah CEO of the moving pixels company. We are a film production house and a design studio We expert in the political advocacy. I started my career as a copywriter today, I'm doing almost everything I'm supposed to do and Karma Hidharma is the mantra of my life. Thank you Hi My name is Prabir. I represent Samsung ads. We are setting up the first of its kind CTV ad networks for India and South East Asia And given this topic of around change I've always happened to be at a point in change in industry and CTV happens to be one of them Thank you for being a part of this event Hi, my name is Rohit Tamchandani. I'm the founder of Takion. We are a digital marketing and transformation consulting company Personally, I've been the digital space for over a decade Work with multiple brands across sectors across India and the Middle East help them craft digital strategy scale their online presence Done a lot of workshops done over 200 workshops for leading corporates across India Middle East and Africa Where we've helped their teams build capability in digital They say you shouldn't blow your own trumpet too much. I will stop and look forward to being part of the panel Hey, hi myself as I'm walking with the Hindu group as Digital transformation head for revenue function So we are trying to build an integrated sales for the organization Thank you. So today we are talking about learning and learning the constant need for innovation and Innovation means value creation Having said that when we talk about innovation and organization to begin with a fez on how to create What are your views on how to create a culture where risk-taking and experimentation is allowed in an Educated and confident manner Okay. Thanks, Aditi So before I move into how to create a culture of experimentation. I'll just give you my understanding What basically learning and learning means to us and and I personally believe this is not something which is new And this was always there with us. You think about your childhood once we first a step down to schools How we started learning with the help of fingers one two three Then we grew further and abacus was introduced and what we have noticed every time a new technique is being introduced You have to leave away the old-fashioned and we have seen the way we respond to that particular thing So I personally feel it is learning or learning and the learning is a perfect combination of what you call an awareness intellectual humility and And and curiosity any anyone like to go forward and anybody will strive for and What we used to discuss about three years four years back. We used to discuss about IQ level of a person Emotional potent Maybe an execution potent but now the new term the learn ability potent is this finding this way It's finding its way if you if you are not ready to learn on somebody will come and replace you Being an individual we need to ask a question to our self What we want to create whether we want to create an experience for multiple years or one experience for multiple years There is a huge difference So if you want to create an experience you need to make make certain changes You you need to have trust on your people. I belong to a sales fraternity and everybody knows In sales people will come to Danda Chalo or Bunde Bagenge Danda Lege I Trust me this this methodology is no longer going to work What will happen if you scream at people next time they are not going to improve? They are just going to hide the fact as an as an individual is our responsibilities and organization Responsibility to create a safe environment We have to plan for action Mistakes will happen. No nobody can predict what will happen in the future unless and until you try and unless and until you don't Don't don't create a safe environment. Don't ask your people to create something new if you start penalizing your people You are never going to achieve a success and and I would like to quote one one of the quote by Alan Joseph What he says he says the illiterate of 21st century is are not that those are not those who don't know how to read and write But would be the one who don't know how to learn Unrun and relearn Very well put Fezzan. Thank you for being coming to you. What do you think about you know reinventing? oneself with the action of learning and unlearning and relearning I do sometimes have the allergic reaction to the word on learning Simply because I do believe there's a statement in our community called daddy market was kids So we should not forget some of the foundational elements that we've learned over the course of our lives And if you've read the book called sapiens, which is on History you all who are required nice to say that History is not study of time, but it's a study of change So that means that this very moment we are part of a change But the way I interpret change in in my own personal evolution from Wanting to be a chef to now doing digital marketing has been that willingness to to learn as he quite rightly said and also have the Understanding that you need to adapt to survive And if you miss any of these elements, I think learning on learning and relearning can quite easily fall apart So know your fundamentals Know that you have to survive and in that mindset be at be agile and adaptive To whatever is happening around you and you you can choose to reject something because it may not you know suit your Your value system, but that's perfectly fine But be here for the longer time and be here for good for everybody Rohit, what do you think about it? I mean do you have something? You know just a valid issue Yeah, so like like Ravi said right we are in a time of great change and Changes all around us everything we do in this world is changing a rapid pace and Something I've seen the digital space itself. This is a space with changes really fast In fact, I remember someone saying this that the pace of change that we have today has never been Faster and will never be slower here on so it's the pace of change is only growing and you know in our space like this If you don't have that skill to be able to unlearn and then learn and just to give you an example There in the digital space itself, right? I'm not sure how many of you are Most of you might be running Google search ads for your for your brand if you optimize a Google search ad today With your knowledge from one year ago You would not get the same results and you would your results would not be optimal because in the last one year So much has changed in that space itself and this applies to almost everything in digital Whether it's a Google search ad or a Facebook ad that there are new features coming every day the new tactics The way you do it today is is very very different from sometimes in six months back It's a for most of these teams in digital that you require to the skill is a very important ability to Kind of let go of what you've learned before and that's that comes a little difficult to us is what I've seen sometimes in a lot of teams is You are so connected to something you've done and I have seen a special teams in digital agency Sometimes you've been doing the same thing for five years and you think that's what works And then you you're not able to let go of that and start fresh this ability to let go and start fresh It's something that's a critical skill in a digital world the pace at which we change So it's it's absolutely important for every company to build that culture in its Right, so in digital age when we are trying to upskill What is working today is definitely going to go obsolete in the next six months, right? Yes, sure so we we all are speaking about how as an individual we need to change But as a leader as as as a manager I think it's a primary responsibility towards our employees to actually make the change happen for them and I primarily believe that you know Usually employees would be Would have a smog in front of them not knowing really what the essential change is going to be see understand All of us are as employees are working hard to you know achieve our immediate results next month Or how many views do I need to get as a content creator and stuff like that The macro changes that are happening is only visible at you know 15,000 feet or 30,000 feet and as a leader Therefore you you know one has to create that culture of you know giving the power to the employee and say listen I understand you're doing something right here And you're learning and then you're doing well But now I want you to take up something new and I won't question you for next 12 months But you have to go basis my conviction that you have the ability to do that Once you see a manager or a leader give a conviction You would see this culture of you know innovation naturally come out obviously you need support in terms of you know training the employees and Creating those resources However, it is the conviction of the manager and the support that you give to the employee You would see the whole you know culture of innovation fostering in an organization basically Training a workforce as well, which will help in you know, I agree So not only just training the workforce, but the first step in actually getting someone to say hey listen I'm sorry. I speak from experience. We used to do a lot of so I used to head Business for radio Mirchi and primarily, you know best minds in radio creating great content But you want if you want to push someone saying listen, I want you to now focus 50% of your energy is creating digital What do you do in terms of saying but Merato rating Khara, but no, that's not the point I would protect you for what you've done in the next six months 12 months I won't even give you a rating for you know You got your stuff that you do on digital and monitor your performance as a trend line and not as a point in time So therefore, you know and training is part of it But the whole conviction of getting someone to move from just doing what they were doing core for themselves To moving something that they have to do for the organization because the organization has to move from one of the four You know for businesses to new businesses You have to give you have to give your assets that Stimulation to believe in themselves to get this in that Thank you so much Pradesh. So moving on a wish Ali So this is something that I really wanted to know that you know a company which reflects a company culture which reflects ethics values and You know goals grand goals also. Do you think it is a reflection of a great campaign? I mean a great campaign reflects the company's culture Yeah, so again, I would like to begin this with the term Learning and unlearning see because learning and unlearning is not just one person's culture It's a culture of the whole auger It should be the culture of the whole organization Then only one person's dream becomes a shared dreams and together they can grow together. They can achieve it about Unlearning at least you know at least one thing we can we all can unlearn every morning is the realization that yesterday What I did was the best and how to forget it today And at least one thing we all can learn every evening is that tomorrow whatever I'm going to do has to be the best And unlearning is not about forgetting our skills, but it's about reminding our skills every day to to work harder and to think broader and To me, I'm giving my opinion unlearning is Challenging the subset attitude, you know, it's it's about coming out of our comfort zones Yeah, and on unlearning see it's it's unlearning is not a time-taking process. It's not a meditation It's a it's a quick decision It's a quick shift from what's next to what's new Yeah, and another thing I would like to say See learning and unlearning they are the parallel process They happen parallelly like we do in a freestyle swimming It happens parallel and I'll give you example that When I am briefing my my creative team My first line begins with let's do it better than the last time here I'm not giving any big fund-on filmmaking or content marketing nothing But together we are setting a target that we want to do it better than last time that innovation becomes a Compulsion you have no other option than to do it differently and with whatever resources you have right now So when you're creating a campaign for your clients With your team, do you keep in mind the company's profile as a company's culture? I mean what kind of value system they believe in Yeah culture is an inevitable part of any process, you know, we campaign or construction or or anything so we Like we at moving because we believe in We believe that unlearning and relearning is our culture. That's why I'm talking so much on it because we are never an illusion That we are the best my writer would never say that I'm the best writer The best editor the best marketer because we it's it's an illusion if anyone believes that it's it's an illusion And it's not reality. It can never be a reality So yeah, it's it's a culture that we all share. Thank you. Thank you, Vishali Rohit coming to you Your take on how you see it as in a great reflect a great campaign is a reflection of a great company Culture do you do you believe in that? Yeah? I'll talk about it from the perspective not from a brand campaign perspective Right more of from let's say because I work a lot on the performance side of things So more from a performance campaign perspective what I do see is yes, of course culture is important and Because I work with a lot of clients from an external perspective and I get to study what their culture is internally And I also get to see the results they get so it goes without saying and I have data to say that a Company is where they have a culture of unlearning and learning a culture of Experimentation a culture of constantly trying to do things in a new or better way are the companies where their overall Campaign or marketing are why it turns out to be the best the campaigns run the most optimally to give you an example is for example, I've seen companies where When let's say they want to build a team to experiment and then do new things They probably invest in in tools I've seen companies where they spend a lot of money buying the best tools Without first building that culture of experimentation. So what happens there is you have a lot of money that's spent Without first having a team that understands how to hypothesize how to look at what do we need to test? Before using the tool to test it so a lot lot boils down to the culture we're building right from innovation to experimentation Thank you so much for moving on so There was something that we were talking about Fezan We would really want you to share about you know firewalling the stereotypes when it comes to clients transfer transformation Okay, that's the interesting thing to discuss and I have something which I am currently doing as far as Breaking the stereotype is concerned So every every time when you witness now if you ask even in the room if you ask how many wants change I think most than 90% of the people will raise the hand a I won't change The moment you ask the second question how many of you wants to change Then the real problem I write everybody wants change, but nobody wants to get themselves changed and I personally believe What is the biggest hindrance in in changing yourself? Trust me is the knowledge and the skills as what you poses now is the biggest hindrance And that's that there is the illusion of knowledge not the knowledge which holds you you in getting the change And when it comes to breaking a stereotype now when when I entered into a digital space While walking for a print media for almost three and four years Then I moved to a digital space doing doing sales and and building advertising revenue for them So when we go and say people will say hey to sell digital you net need to be X skill sets Y skill set Z skill sets is required when we go and talk to the organization a print people can't sell digital So then we thought if they are the one who understand the organization far more better than I do I may be understanding the medium, but print people are the subject matter or are the market matter experts They are there into the market for quite so longer period of time They have a better connect with the brand and and the agency and Digital person are those who who is them or what you call a subject matter expert. Why not to marry them? We break that stereotype and and what you call a dismantled our entire digital sales team Now how we have one integrated sales team within the Hindu if you if you want to give them a term You can call them up digital sales people, but is it only just setting up the goal is good enough? No We just don't want to change. We want to harness it Then what we have done we have set up a unit called digital center for excellent now what this will do My people understand Hindu they understand Hindu ethics. They don't understand digital as a medium So we have established an in-house training center for them So we select 12 to 14 people from the entire print sales team and train them for entire three years And that training happens from the internal instructor and and I'm happy to share This has really done wonders for us and we are able to move down our digital advertising revenue But almost 400 was in last two years. So as a leader, we just don't have to make changes We have to ensure we are harnessing those changes making progress taking learning Then again if that learning is not good for us or learn them and then go for the another Thank you. Thank you so much Fezzan. So thank you for your valuable inputs panelists, thank you so much and we are now open to questions from the audience Thank you so very much. Can we have a huge round of applause, please? Yeah, I'd like to request mr. Gaurav Paava BP sales. We serve to please come And my question is to you Considering the newspaper in the media industry how the you know news is consumed within not even ours. It's A minute game So this question How to digital media is gonna be there because you know by the time I get a newspaper next day in house I've already consumed the news. It's it's a matter of like two three hours So how you know the next day after 24 hours when I'm consuming the data Which is already been there on digital world. So what will put the future for the you know the traditional media specifically newspaper and magazine industry That's a tricky one But I'll share you my my view how I basically see the entire print media and digital media So you you correctly mentioned digital media. It's on the go. It's on the go You can you can read it whenever you want But have you tried to understand why people prefer print and why is still most of the marketer love to advertise on print. I Try to understand it from a psychological point of view Our our mind is positioned like we have to pass to it a subconscious and a conscious mind So if you if you try and understand the reading behavior of yours, you will always read the newspaper at a stipulated time So the time is defined maybe in the morning while having tea cup of coffee So when you read any particular newspaper, you are just positioned to read and consume the content your engagement level is much more higher Correct the print is going to be there print is going to be there because when it comes to digital Sometimes you are confused whom to follow same news. You are reading it on multiple platform The views you are reading out multiple platforms. So I think it's the engagement which will define The print that the print in the future and it's going to be there. It's going to be there circulation might come down But it's going to be there very much there. Thank you I would like to add to this that there is a difference between news and views Where we find everything easily on any platform are maybe not I they may be just views But the traditional mediums give you news and it's not about just news It's about who is giving the news if there is a legacy. There's a legacy of credibility behind that piece of news If I have one that I would like to add one more point How many of you believe three years back Indian consumer won't pay for content. I think almost all of us Hindustani content capacity need a free available. I have a pass in number of sources are available to consume the content But look the way subscription is going on. We as an organization have taken that boldest step of moving our product behind the Payword two years back and trust me. We are doing successfully Really well in that particular area consumer will pay for the content But you have to ensure you what kind of content we generate the content will always remain the king And that's correctly mentioned by shali is the views what what people would love to get for Thank you Something that I felt we should add here as well one one common thing I've seen in in digital forums right is And not nothing with what you said but generally in digital forums is Lord these blanket statements right print is dead TV is dead So one thing that I've seen a common mistake that marketers in general make is assuming that you are your target audience Your target audience behaves the way you behave And I've seen this across brands brand managers Everyone says I wouldn't go there. So maybe my target audience would not be there either So with the same thing with both print and TV right both are continuing to flourish With print I have I have clients that continue to do print ads not purely because of the ROI But because the perception I have a client that wanted to print even though when they knew that it's not going to get them The same ROI had they put the same money in digital, but they still wanted to do it because for them It's like our brand is on the front page of Times of India the perception that that creates is a lot more than anything else I would want to get out of that money So that that is one and just to add to that. I am a digital native I've been on I've been a digital first marketer, but every morning. I still pick up my print copy of DUI You can call me a dinosaur if you want But the reason I do that I have a reason I do that because that's one time of the day when I'm not using my Phone and I'm reading off paper. So I do it for that And I'm assuming there are people who do that as well I want to echo the same point when people say that print is dead even when we you know See the digital tools like logging logging is dead. It's very important for people to understand It's not dead everything is evolving and so is the print So yes, I mean it takes time. It's a gradual, you know evolution, but I am sorry But I need to make one point here. I'll take just one more minute See digital print television. They are just mediums, but at the heart remains content So if the content is strong, so be it on print, be it on digital It is surely going to connect. So we focus so much on the medium The print is dead or alive and digital is buzzing, but we don't really Give that much of important to the content So mediums are always evolving as you rightly said, but the content since ages You know Content adds value to the medium medium. I don't think adds much value to content I don't think quite film digital pearly is one of the say But yeah, one guy or theater may honestly will get guy. I mean, it's just the you know up now Selling strategies. Yeah, such a wonderful question, right? Everybody has a perspective and I'd like to completely disagree with Saying content is not as important as the medium is because Content to come over just right. It's the if you are a business leader If you are the owner of the company, you are focusing only on the platform or the distribution medium If you own the distribution medium, you will be successful If you're not owning it, you will always play in a content game Which is always a low margin business So we've seen print guy struggle because that was a legacy distribution business, right? Nobody could enter. There'll be only two or three players in that market, right? But as a content creator, just Switch on your camera and you can start creating content and you're creating content for Facebook for YouTube for Right. So as a business owner, obviously the crowd here would resonate You would always want to see the play between content and Distribution what side of coin that you are, you know You are most interested in as a business leader. I'm more interested in the distribution less on the content because content the All right. Thank you so much. Thank you for content content brings we all agree to disagree Yeah, always and I think it contributes to great health in conversation and perspective. Thank you so very much Well, I'd like to now invite Mr. God of power VP sales we serve to please give a token of appreciation to our esteemed panelists Can we please put our hands together? We already have our next panel team ready