 This is a very personal sort of presentation, it is a very personal point of view and it is my own sort of search to find my own truth and I am going to show you couple of pieces of work to make the point. It is actually a reaction and my own human response to the world we live in and it is something I am looking for to believe in, in a world of fake news and false promises. So when we speak about emotional data I am really trying to look at the sort of what I call the ocean flow of myself, the ocean flow of yourself going to a place where nobody can lie and only truth exists and from that truth find meaning for brands and help people connect with each other and with the world we live in. So sorry if I am sounding a bit philosophical because this is my source, so I am revealing to you the source from which some of our work has come from. So what is emotional data and if Sagar you can just go forward, it is not an insight, you know the insight is this marketing word that I find very limiting, it is a confession and when I speak about the ocean flow it is that hidden stuff, the stuff that is rarely revealed in any research, it is not the stuff you can observe either, so it is neither an observation nor is it an insight, it is a truth that goes far below the surface of any form of recognition, it can come from you and yourself or it can come from somebody you are hanging out with and she or he reveals it and you say shit this thing exists and I didn't know it and then you say to yourself actually it is so true because it has happened to me, you know. So we are looking for the elephant in the room, we are looking for those hidden sort of you know statements or things that human beings have but afraid to reveal because they don't feel safe about it but that truth is the truth that can help us save ourselves and make brands far more sort of desirable because then the brand starts saying I must stand for this and therefore I must do something about standing for this. If you go to the next one, I have said emotional data is the GPS of you know the soul, I have said here that everyone owns a GPS receiver, all of us we do that because it is guiding us to our emotional center, it is that search that led us to create a campaign that some of you might have seen and I am going to share that with you, the film, so if you can just play that film please. I am so proud and I am so sorry, sorry that I had to do all this on my own, I am so sorry that when you used to play at home, I stopped you, I did not say that this is just your work, it is also your husband's work, but how can I say, I have never helped your mother and what you saw was the same, your husband must have seen this in his childhood too, he must have acted to watch TV or read newspapers while playing at home and must have acted to make tea for a small person like you, sorry from his dad, sorry from your dad and sorry from every dad who has set a wrong example for years but it is not too late with this sorry, I will make a small effort from my side to help my mother in the work of the house, if I am not able to become the king of the kitchen then at least I should have my hands in the laundry, I have set a wrong example for so many years, now I should do something right, your dad. Thank you, thanks, thanks, so you can see it is not just about an insight, it is a confession, it is very personal and some of these stories come from our own lives, we look at the world and we say, why is it that our dad never says sorry, what if he did say sorry, wouldn't that change things in the house and these things lead to work like this one is, it is what everyone is afraid to say but somebody says it and that reveals not just one person's story to others but it is everyone's story and so you connect. It shows you in a sense, it shows how vulnerability is important and when authority is vulnerable as is in the case of the dad, who is the authoritarian center of the house, change happens and when the father of the house breaks down, change takes place, that is how we see this, we look for that vulnerable spot where authority can break down but it is not just that, we also looked at something that Ariel gave us as a brief, which is they said Ariel can wash away the toughest most stubborn stains in just one wash. Now that is a fantastic promise but it wasn't enough because it is an advertising proposition, how do you make it a social proposition, how do you connect it to a larger audience and allow the world to sort of vibrate with it and so in the process of our sessions we added just a few lines to that which is Ariel can wash away the toughest most stubborn stains in just one wash and anyone can do it and anyone can do it. That is all we added to the proposition and to the communication idea because we realize that Ariel as a father does not know if he is a man or woman, husband or wife, or mother or father, it doesn't recognize that it is equal and that was how the idea was born. We are into our fourth year of share the Lord and we believe we have tapped into a truth, into a compression and truly a compression that nobody has spoken about but it is there. So the thing is that somewhere along the way I started re-looking at the definition of what is creative. Is creative only about imagination? Is creative only about creating new things? Of course maybe it is but sometimes creative is also about revealing something that is already there. It is like an architect who unravels a century old city. It may be a photographer who captures a moment that nobody saw and suddenly everybody sees. So sometimes creative is not about being creative, it can just be revealing something that is already there. I mean I realize we are running out of time but there is something we do in our office which is called creative therapy. It is not a brainstorm session. We bring people into the room and they don't have to be from the creative department. Anybody, anyone who is in the office and who has time for us, they put people in a room and we discuss the category that we are working on. When we start discussing the category, first everyone talks about brands and they talk about how the category is useful to them and then slowly as we go along and we very gently start probing about why really are we buying those things. We start finding stuff that is so deep and it becomes quite scary actually because people start confessing, they start revealing stuff that no research can get you and then there are tears and people start breaking down and the beautiful thing about it is everyone is connected, no one is judging and everyone feels secure that they can see it and in that process as we keep breaking down we find truths that no one otherwise would have told us. It feels in the sense a bit like are you doing the right thing? Why are we doing this? And we feel maybe it is important because we can sort of look for roots of thoughts that can connect with brands that can make a difference and that pushes us to keep doing this because sometimes you judge your own actions and you say is this right? Is this the right thing to do? But it works. So far for us it has worked and we believe we are doing the right thing and the world seems to tell us we are doing the right thing. We just go to the next slide. Of course it was always there, I told you we discovered it, that's all we did and if we go forward, I already spoke about truth trying to be heard and now people want to say it but they don't feel it's okay to say it and that's emotional data for us right? No one talks about it, we talk about big data which is as important but there's also depth of data which is emotional data which is pure truth. This is something we did for Miranda, we don't have time to share this now but if we go forward, I mean this is again something that it's called release the pressure and the thing about this film, I think we will go forward is that we never wrote a single word of this film, every bit of this film and every person in this film are real and they wrote their own story all we did was bring it together and create a platform so that teenagers who are going through that mental stress are given a chance and of course we did a lot more, 11 million bottles of Miranda went across the country with the letters printed on them to break through, I've got to break something so that's what we try to do we go deep so that we can break something so that people feel liberated and you say that's a good feeling, I feel good about this because thank you for saying it and then just the last few slides, this is a film we did and not just a film, a whole program that we did for Whisper it's called Touch the Pickle and it was something that was out there right it was out there, we didn't have to do anything in a confessional session, in a creative therapy session in a session which is not a brief but a briefing we discovered truths that we as a man never knew and it was all, we just revealed it to the world we were not at all being creative, we were just recognizing things that most people are afraid to say and if you go forward, so that was the whole program and we don't have time to see it but it did well, it really pushed brand sales all three of these affected brand engagement and brand sales and then the last point I want to make is you don't have to be creative to create because it's like something I wrote here like when you're always thinking about things and you start writing truth, confessions, emotional data, they lead you to your own humanity it is no longer advertising and you don't have to be creative to create something you just have to reveal something never seen before maybe it's your own truth and that my dear friends, there is emotional data and now it can help you build brands thanks so much