 So now let's quickly move on to the next very interesting panel discussion that we are having. As they say, while smartphones and gadgets rely heavily on what two websites, Amazon and Flipkart, to push sales on the e-commerce sites and they are usually multi-branded and they can't really favor one particular brand over the other. I don't really know if that is happening. If that is happening, we'll just keep that for later. However, let's talk about how brands can ensure that they are leading the e-commerce market and also making themselves what's the keyword of the day, future proof. To discuss more on the topic, acing the online shopping research, experience to boost brand silence, we have a fantastic panel with us today. Next up, let's welcome our session chair, Nitin Mathur, co-founder and CEO of 91mobiles. Hi Nitin, how are you doing? Hi very well, thanks for having me. Glad that you are here. And a panel of experts, we have Prashant Jain, director, HP India Marketing. Hi Prashant, how are you doing? Hi very well, how are you? I'm good, thank you. We have Roshni Das, marketing director in Tel India. Hi Roshni. I'm seeing you after a very, very long time. I've done a lot of mall events for you in Bangalore and in India. Good to see you, I'm good to be here. I'm glad, thank you so much. We have Suraj Balakrishnan, head of marketing India and Bangladesh, Esa and Utsav, CEO of Noise. Yes, I hope everyone is here. So I'm just going to leave this to Nitin over to you and please remember, if anybody who's watching this, the hashtag is pitch CMO. Please go ahead, share your thoughts and put up all your questions on the Q&A tab over to Nitin. Thank you so much. Thanks. So let me just start by, you know, setting a bit of context. So I obviously lead 91 mobiles, which is a gadget site. We help people who are looking to buy any consumer electronic product and researching, finding the right choice across categories like mobiles, laptops, Vettable, audio, even appliances. So next to Flipkart on Amazon, we probably have the most data on in market buyers and what they actually do in the research journey. You know, across categories, you know, our user surveys show us that, you know, where do people, what source do people use to make their, you know, which as their primary source of decision making when they're shopping, I think about 25% of the people use the e-commerce sites as their primary source, not just to buy, but even to, you know, decide what they're going to buy. 15 to 20% use sites like ours and even Wells as well as other gadget sites review sites. 15 to 20% use YouTube and a similar number prefer to go offline, a similar number just, you know, talk to references to, you know, make up their minds of what they're going to buy. Now, in most categories, you know, survey after survey tells us that people take two to three weeks on an average to make their purchase decision to decide what to buy. So the question here is, you know, what can a brand do in this period to build salience for their products in a context where so much of eventual purchases have now moved to the large e-commerce sites and are not happening in the brand's own stores, whether online or offline, particularly offline as it as it used to be, right. So in this context, let's delve into the strategies of some of the top consumer electronics brands in India. Today, I'll start with Prashan Jain, who's director marketing for HP in India. Prashan, just pulling you in here. So laptops are obviously a very highly considered purchase. People take a few weeks to decide before they land up on an online store. What is your strategy during this research phase? You know, please give us an overview and kick off the discussion. Sure. So there's a couple of things I think a few things which have changed. First of all, you know, over say the last 14 odd months, we are definitely seeing, say, you know, a shrinking of the entire shopping time cycle. So it used to be three weeks, three and a half weeks, given that the PCs become so essential to your working from home or learning from home or playing from home. People are actually closing, you know, their research within less than 10 days, right. So that's one change and therefore the challenge which you kind of mentioned has probably become even, you know, more acute that you've got to influence that purchase in a very, very short kind of time frame, right. And that's therefore, I mean, made us pivot a bit, right. So instead of really trying to, you know, influence that person in those 10, 12 days, what we realize is that the primary job of the brand is to be in consideration when the shopper comes into the market, not after she's entered the market and has already started her research, right. And therefore, the mainstay of our content strategy really is to start with the content which the customer wants, not only the content which we want to put out about our products, right. So, for example, when it comes to gaming, we do a lot of content which is basically about how to be better at gaming, right, and not necessarily about what's the best gaming laptop to buy. So through the Omen Squad, we just have, you know, try to become relevant with a lot more mainstream gamers, gaming enthusiasts, even gaming pros, and make sure we serve that content so that the brand is in consideration. And obviously then the customer comes in and starts, you know, doing her specific product like purchase where, you know, e-commerce sites, platforms like yours become a lot more relevant, right. So I think that's one of the other things which we've kind of focused on is to really answer specific questions which customers are asking. So we've built capability over the past eight months now to know what are customers asking about our products or about our categories. So whether it's platforms like Quora or, you know, or just e-commerce where a lot of Q&A is today happening where customers are asking you very specific questions about very specific products, right. And you just need to be there, have digital capability to read that question and then to answer it in real time. It solves it not only for that customer but for a lot of customers who are just relying on these platforms for their research. Yeah, thanks. I think that makes a lot of sense being where the customer is rather than trying to drive them to somewhere that they aren't. So that does make a lot of sense. I'd like to bring in Suraj here. Suraj, you know, how similar or dissimilar is this? Anything you do differently? What's your take on the overall strategy that you go? Well, I echo a lot of things which Prashant has said. I agree with a lot of things which he has touched upon. I think what I would like to add is the offline piece to this whole journey because customer wants to even go to a store, experience a product. See what it looks, touch and feel, experience of that. I think that's also something which also influence the online sale and vice versa. So the whole journey like Prashant said is shortened because of the pandemic. So it's more of a quicker decision and they want it immediately. And this also influences some, the delivery also influences their purchase timelines. So for example, if you get delivered in the next day, then you have a better chance of converting a user, especially from an online site. So I think we are looking at options even like endless aisle models where, you know, customer can go to a store, experience a product, but get it delivered to his home through the online platform the next day itself. So it's all about Omnichannel experience and that's how we would like to say customer, customer can buy from anywhere, but he would like to get a unified brand experience. I think that's what we are all moving into. And traditional brands like us who have been in the industry for 22 years here in India, I think the D2C is something which really exploded in the past 14 months. And that's something which, you know, we have really scaled up and I think we are reaping the benefits because we are also able to control the experience of what a customer sees on our product. If you depend on a Flipkart or Amazon, we are kind of hamstrung with their templates and all of that. So I think overall, I think both are important D2C from our side and the marketplaces, but I think more importantly unified experience trumps all of these. I think that's what we focus on. Right, thanks. I think definitely getting more deeper into content marketing, Omnichannel as well as the role that own brand store plays and all of this, I'll come to that in subsequent questions so that we can do a deeper dive. But bringing in Roshni over here, Roshni, your perspective to this is different, right? So Intel Power's laptops doesn't sell directly to customers yet is a massive, massive brand. So as an ingredient brand, you know, what's your goal in terms of driving consideration, not just for your own brand but possibly for the category as well? What is your approach there? Yeah, I think that for us, like you said, we're an ingredient brand and our role primarily is to kind of uplift the category relevance, expand the PC goodness, you know, propagate why PC technology is important in people's lives. Similar to Prashant, but what we do is of course we do it cross ecosystem and cross partners. The interesting piece is I think both Prashant and Suraj talked about it, right? It's decades and weeks. So what we've seen in terms of shopper behavior is across our proprietary research is that most consumers would look at at least six touch points, you know, and we've seen social search, definitely tech sites like yours go up and then manufacturer websites, Ecom and then of course friends and family continue to stay as word of mouth. So these are pieces and therefore I think it's begun to define how we are addressing these customers. I think both Prashant and Suraj talked about being where the customers are. One of the pegs that we add additionally is that we also go to social platforms that are emerging. For instance, we do work, say with ShareChat, right, tier two, tier three. Interestingly, three out of five customers today buying PCs are coming out of smaller towns. So what Intel does as a brand is therefore then integrates into platforms that cater to tier two, tier three conversations, right? Or interestingly brands like array, right, not heard of much, but great formats, very intuitive, great conversations. So we, you know, we extend what our partners do at the same time we grow category. And I think since we have you here and it then definitely want to say that, you know, we do take a lot of partnerships. We do put a lot of partnership focus in terms of, you know, tech sites like yours where obviously we are seeing a lot of review content, influencer content, getting integrated into data sites, and that kind of focus on understanding a little more on what is, you know, underneath the hood has made the consumer more savvy. So our job is to kind of demystify what is underneath the hood and be in all these places. Right. Thanks. I think some of those are interesting points. I'll call upon you to maybe talk in more detail later on, you know, what exactly you're doing with some of these platforms. For now, I'll bring in what's up, who's the CEO of Noise. So what's up, I think a slightly different twist to the same question for you because Noise was a D2C brand far before the term D2C was in work, right? You started with your own site, built your business there, then moved on to marketplaces. Even now, I think your site accounts for a fairly significant share of sales and yet obviously the marketplaces are still dominant and account for a majority. So how have these dynamics changed, you know, in your experience and if you could shed some light on Noise's strategy on, you know, how you go about, you know, building the brand significance and also how you maintain your dominance in what's a fairly competitive market, right? When it comes to audio products in particular. So it is very different for us in terms of the sheer indulgence that you see across the two categories in our portfolio. While audio ends up being extremely impulse driven where there is a presence of people buying multiple devices given the use case. Some of which in a way kind of immersed during lockdown people suddenly started realizing the need for truly wireless devices where the wires were too much to tackle and they were just extended hours. You wanted lighter weight, people suddenly started working out a lot more and hence newer use cases emerged people wanted great call quality which from a very layman perspective seems like a very easy taken for granted solution but required noise cancellation because you're working in close proximity to other people around and you wanted to cut that out. So, so for us, that was a category where why is there is a huge degree of impulse that drives when it comes to smartwatches. It's a it's a different animal altogether because you actually do have customers going through those five or six touch points like Rossini was mentioning where they want to compare they want to understand what the battery life is they want to understand what the features look like but more importantly, I think it's the UI UX that people need to familiarize themselves with so there is a huge degree of word of mouth. There is a huge degree of comparisons and reviews that come into play. For us, the constant innovation and keeping a pulse on the consumer has allowed us that perspective. And we are a very, so to say young brand unlike some of my peers here, where for us, while it may seem very rudimentary some of those kind of connect strategies have held, because we had D2C in our DNA, we till date actually read a huge degree of data that that flows to us directly from the consumer with our own website, but also engage in things like weekly focus groups, which has enabled and made life a lot simpler for us on to really understand the dynamics that need to be brought out in product innovation. Right. Thanks. Yeah, I think TW has definitely as a category has shot up like anything in the last few months, but could you also it's a kickoff you know the discussion I want to go a little bit deeper into, you know, the D2C road the on store. And obviously I think as a percentage of sales amongst all the panelists here you would probably be doing as a percentage the most. So, you know, what is this broad split like and how do the two things go together, right, your store and the market places. Sure, sure. Nathan, I think for us, our own store started from 100% kind of a share of voice and till date contributes to almost a fraction of our total business. And that's a number that we control because you could kind of amp it up over time but but the reality is that there is a very clear challenge that D2C brands need to overcome, which is essentially the marrying of the where and the who. And in our case, especially when you talk about customers who are shopping and you were right in mentioning that they're beginning to use the market places as search engines trying to figure out the product. For us, I think that that clear divide of who we are speaking to, whether it's a tier three customer and in our case that's almost a 35% contributor today. Or you're speaking to somebody who's well aware, well researched, knows exactly what they want to do. The divide becomes clearer. There is a second lens that we end up using, which is essentially the lens, whether it's a category buyer or a brand buyer. And I think that becomes essential for us to be able to distinguish our efforts on whether it's a consumer who's likely to buy the brand and hence transact over our own platform. Or it's a buyer who was looking at features at a certain price and ends up drawing comparisons with other products end up seeing reviews and then transacts over a marketplace. Right, right, makes sense. I think, you know, we see that division as well where people who are who started their purchase journey like either either fit into and it depends from category to category a certain percentage would be the category shoppers where they'd be searching either by price or by feature and there would be certain would be leading by by brand certain percentage obviously would be your own and then other competitor brands and obviously there are different marketing strategies you can have to for the different cohorts, but like to bring in first Suraj and then Prashant's experience as well here, specifically Suraj in terms of the brand store, you know just to understand what role does it play is, is sales on brand store, or on your own online store a big goal is it going to increase or does it play more of a role in terms of salience building where eventual sales happen elsewhere. How do you look at that in your strategy Suraj? Yeah sure, see if you look at the overall sales the percentage it's compared to other channels the brand store won't be big right but what we measure is just not on sales we measure also on the customer engagement what we get out of our brand store. So we look at how many people actually probably create an account in our brand store and then finally ended up purchasing and you know registered with us right so that kind of gives an idea how much of influence we had as a brand store even though the purchase happened in some other some other partner store or market place store. So yes you're right it's not only about sales it's about salience it's about building an experience it's about getting products first to market so when you have your own brand store you don't need to depend on a marketplace to you know have a product listed on this on the site and we can get first to market many of our products so it's about you know being first but more about building salience so overall it's a mix of both but sales is not the only objective. Right, yeah I think it makes sense I think closing the loop in terms of getting people back to register their warranty etc probably an important source of getting some at least you know interface and knowing who your customers are. Prashant what's your take on this the brand store what role it plays in the. Yeah, see two things we are home with PCs are also in the printers category right so printers supplies and obviously services. I think see when we look at our data and that was really the genesis of you know having an own store there are several customers who are looking for an additional source of trust. Right, and especially when it comes to consumables for example customers want to shop from the brand store. Right, so I think this incremental trust and servicing that need of trust so saying that need of knowing that I'm dealing directly with the brand without an intermediary is you know it's a need with a section of the customers which you have to filter I think that's one. The other thing is what Suraj said I mean beyond a point you have to control experience right and eventually wherever the customer buys from. You have to ensure that she's getting a great customer experience right in our store we are able to do that a lot more not to say that you know. See for example the Amazon and flip card experiences something which is inspiring today right in terms of you know time of delivery accuracy of delivery. You know post purchase service they are doing an outstanding job and we probably have you know something to learn from there as well. However, in many other terms in terms of say providing you know value added services. We can provide a much larger gamut being specialists when it comes to you know PCs and printers, which probably multi brand sites and multi category sites will take some time to reach right. And therefore from that perspective of providing post sale experience plus you know value added services and obviously a brand control experience a direct relationship with the customer the store has its own you know kind of pride of place. Right yeah I think value added services definitely something that yes grows the interface of the Maya with the brand quite essential. This one try to, you know, go to Roshni and I think obviously for for Intel, the brand site would be a lot more about content I'm guessing so you know let's go a little bit deeper into what you know all the brands on the panel here today on content marketing. So Roshni, I'll just preface by saying that you know for people from my generation. The Intel inside campaign was you know an iconic one and there are there are people for whole generation would you know never buy a laptop that's not powered by an Intel processor. Now today fast forward to today the content strategy would be a lot more you know evolved even since then with you know the new platforms. Gadget sites but also the new platform so could you talk us through what are some of the things you're doing, not just on sites like my new mobiles and others but also on the new age platforms. Yeah, thank you I think that yes you're you're dealing with a more digitally savvy consumer and I think all of us have reiterated that for us I think when we look at new products. What we do tend to do is at least because the app and we launch new products the consumer wants to do understand a little more so then we use our brand site. But otherwise our position is that we don't want to interrupt and we want to hasten the consumers journey as as quick as possible right so most of the time. Our campaigns land on ecom because if the person is already in the active shopping stage, then you'd rather serve him or her what they're looking for right so that that is really the principle that we. We operate on as an ecosystem player in the category of PCs, but having said that there is a whole category of people 40% of people that are researching before they land on ecom right I mean I give you a few statistics, we have a really strong social listening hub out of Singapore, and you've noticed a couple of things right even if you look at your own research. Now even mobile said that the number of YouTube reviewers or just reviewers have grown 5x right some 500 years to 2500 correct the number of I'm wrong. And if you look at our social listening, we've noticed that the number of authors that are writing about tech have gone up four times. Right and therefore the engagement also has gone up so a lot of our work therefore is to interspersed with these tech reviewers with these unboxers with these influences to tell our story and demystify. We do see processors as one of the critical components because PC performance has become so critical right work from home, little bit of lag frustrations. Both for us our children etc so PC performance something that we do focus on so one part of it is like I said, the being there where people want to understand and demystify this category. I already talked about some of the newer pieces we're doing the other thing that we are also exploring and we see is that why Prashant talked about streaming. One of the one of the newer streaming TOS tournament organizers irony on ballerint 30 hours of streaming now why are brands doing streaming right I mean yes of course this engagement this conversation on YouTube. But if you look at the China model about 10% of people streaming then by right so they get like 9 to 10% of their commas out of live streaming and that's where we're headed so this the engagement pre faces eventually hopefully a choice of the brand. And then I already talked about shoppable for I mean I didn't talk about it but I want to bring up things like shoppable formats as well right we are very big on visual imagery but also shoppable ads so then once we do work on say Instagram using latest formats. We ensure that there is click ability like I said so that shoppable commas is happening through visual mediums as well as bringing us the consumer to the point of choices so a ton of things I think even what's up talked about it. And then if you have a little time we can talk about some of the strategies that we have. You know addressing the lower tier markets a little bit but yeah exciting times. And this three savvy customers keep us on our toes so we have to ensure that we're giving them what they want to know to make better choices. Yeah yeah thanks I think you were referring to the laptop buyer insights away we did a few months back it's it's quite interesting that I think when one of the questions was. What is the reason you would buy a laptop or what what purpose would you buy a laptop for and I think the vast majority was for for work or for you know for study. And only I think 57% of the people said for gaming but when we asked what is the most important attribute about the laptop how do you decide which one to buy performances by far. And you know you could argue that it's more important for gamers which is a smaller subset in terms of numbers but it seems to be what sells the laptops and. A couple of other questions I think must be people said that you know on an average between the time they start researching that see read on an average two to four reviews of whether videos are text or whatever and you know in that process and I think. It's a good example of both the art and the science of marketing where you know you're obviously exploring the newer platforms and the the science you know which which is where we align with with brands also to help. People reach the people who are in the buying journey three to four times during men you know the time they're consuming that that content like to go to Prashant Prashant you know taking a deeper dive into content marketing. Could I think there are a couple of very interesting things that HP is doing for the for the gamer and the creator communities could you talk us through exactly what that is and you know how that fits into your. Oh sure sure I would love to I'd love to talk about first of all the you know the creators community absolutely exciting times to be working with creators. We recently you know started our journey of you know creating a community for creators we call it the HP creators garage. What we've really done is that we've been you know researching what to create actually need coming back to the first point of you know content always being customer centric. What we really learned was that a lot of casual creators are coming into the market. And what they are really on is a journey to become great pros and they are looking for allies in that journey where you know a lot of them are looking for mentorship. They are looking for how to you know including how to say edit my videos how to get more followers on YouTube and so on. So we've tried to you know be an ally that journey with the creators garage we've brought together you know 17 of the say the top creators podcasters graphic designers YouTubers of the country and almost put together a 500 hours of content which you know is organized into playlists. So it helps you or say a casual creator to really you know fast track is learning curve and just become better at you know his what is his side asset today. So that's one and we really believe that I mean these are the ways brands and partners with customers. It's honestly not so much about engagement but again being fiercely customer centric and delivering the content what she needs. And I mean I believe that if you deliver that content, she will remember you at the right time she will see you as a brand you know which can be a partner journey. I would also want to talk about another you know initiative which is you know doing very well for us, which is centered around learners. So, again, the big insight was that if you look at early years learners, right kids from ages three to seven. They are the ones who struggled the most when it comes to learning. Right because it's very difficult for them to engage with audio visual media alone they are designed or they are used to learning from all the five senses. And therefore, last year September we launched a print learn center. Basically, what we've done is that we've worked with top educators early years educators of the country to put together content which helps early years learners, you know, acquire the top five top six skills, which they need, which are age appropriate through worksheets, right, which therefore do not involve a, you know, staring at the screen, but rather involve taking up a pen and paper and learning through them. Right, and so I believe this is for example, you know, say, an example of a content marketing initiative you might call it that, which is so closely connected to the printers category. Right, because, you know, it enables the use of the printer makes the printer more relevant, but at the same time solves for a very core customer need. Now, we've honestly not cared about the fact whether she has a HP printer or not. Right. And probably that's the first consideration you have to throw out of the window we've just today made it open for anybody and everybody if she has a competition printer I'm fine. Right, as long as it meets her needs today and you know helps the child, you know, continue her learning journey even when the school is closed. Yeah, I mean, those are the two initiatives which have really kind of given us a lot of, you know, satisfaction, you know, half a million. People are already now, you know, sometimes they have subscribed to the printer center that number is increasing so fast that we really believe that it's probably giving us a lot of time for our work. Thanks. As someone who runs a content site, I always find it exciting to hear more examples like this. I remember a time when, you know, maybe five, seven years back marketers used to ask he content is fine click in conversion. And, you know, from we've definitely come a long way since then. So your thoughts on content marketing, you know, what do you guys exactly do and maybe you could throw some light on your influencer strategy as part of content marketing as well. Sure, I mean, like Prashant and Rosh touched upon that I mean influences are a community which nobody can ignore these days I think the kind of influence they have on a purchase is quite huge. But what's more interesting is I think the regional influences who are coming up, I think there are a lot of regional influences who are coming up and their own local languages, who drive a lot of, you know, influence for for purchase So when we look at say an Onam sale, you know, we work with a lot of influences in KLR or, you know, specific to work with Bengali influences. So it's just not a national influencer if you're talking about but more about going deeper regional. I think Rosh also touched upon in terms of number of sales coming from smaller towns. And these are influences who are on not just on YouTube, I mean they're now they're on channels like Taka Taka and new platforms which are coming up. Instagram Reels is really huge Instagram is pushing out a lot of these video content organically. So I think it's just not on you, not on YouTube I think the platforms what they are present are huge. And then this is a community which we work very closely both at a national and at the regional level. So in terms of content that sets quite huge we also have a platform called Planet 9 which is probably one of the leading gaming platform where you have coaches on the platform who coaches, you know, people who want to take gaming as a career, they can host gaming tournaments on that platform. You can be a teacher and get money on that. So we have also built up a kind of an influencer platform for gamers called Planet 9. So it's all about bringing the community together. I mean, as a brand which has been here for so many years, I mean, the awareness is not probably the issue. It's about how do we, you know, work along the community and ensure that, you know, we are part of their journey like Prashant Prashant mentioned. And that's where we really get long term, you know, association with our customers, and that's what we aim to. So all of this plays a huge part. I think the traditional way of marketing is not the, you know, the success these days. I think these are the kind of initiatives, like Prashant, that's the one also. HP does a lot of great work as well. I think that's the kind of way we look at in terms of, you know, especially the new age communities like creators. I mean, they're not transactional. They want to stick to a brand and they would like to associate with a brand which stands for their journey and how we can develop them to grow. So yeah, I think some new exciting stuff which we do and that's all the learning and all this new digital age which we are living in. Yeah, thanks. I think regional influencers is interesting. You mentioned that is definitely a big trend. We did this talent hunt contest recently to surface and promote, you know, putting influencers in the tech space. I think 30 to 40% of the entries were in languages other than Indian English. And I think Prashant mentioned the statistics about I think influencers rising from 500 to 2500. If you count micro-influencers, including people in regional languages, I think it's impossible to keep track of. There's just so many new people coming on a month-on-month basis. We'll pull in quickly. I think we just have five, seven minutes before we have to take questions. So quickly pull in what's up here. And tell us your take on content marketing. I think a small twist from your perspective is that, you know, your products are, I think, taken lifestyle and equal measures. So, you know, how do you start to define them? How do you straddle this positioning when it comes to your marketing strategy? So, Nitin, actually, you bring about a very interesting perspective here, which is that when you talk about accessories, that aid-connected lifestyle, people are now using TWS devices for as long as about 10 to 12 hours. Smartwatches are on people's wrists for as long as 24 hours. I mean, they are just taking it off to charge once every 10 days. But when you talk about the take on influencers here, for us, the bucket is divided. There are influencers, and like Prasanth and Suraj have mentioned, where there is a certain shift towards the micro-influences coming out of the tier 2s and the tier 3s for sure. For us, a lot of influencers do active work in terms of the post-purchase, because we are a product category where the purchase doesn't end with just the hardware. 50% of the experience or more is the experience on the app in terms of when somebody is using the smartwatch. So, we get a lot of these content creators who are actively sharing content on the app in terms of workouts, guided workouts, helping you into fitness regimens, giving you yoga and wellness sessions. So, that becomes a huge volume for us in terms of keeping our consumer engaged. And when you look at that, that's a large part of the brand experience that gets delivered that otherwise on the surface doesn't seem to exist. So, for us, that's a very, very interesting space. When you talk about the lifestyle aspect of it, I think the most interesting bit is that compared to most typical tech influencers who are drawing comparisons and talking about features, you end up seeing a lot of content with regards to product placements that end up happening because there are content creators who inadvertently as a part of their lifestyle end up using the device all day long. So, that keeps giving about a huge use case perspective to our users and I think that helps further the brand message to a large extent. Thanks. So, I think we just have time for one question and maybe a minute to each of the panelists. There are two, three things that are still left to explore. So, I'll sort of combine them into one question and maybe give a minute to everybody. And I'll phrase it as asking, you know, what are the some of the trends that you see coming up in the next few years. You know, one of the things we had to explore was, is there, you know, a disruption in the market coming by virtue of, you know, Chinese brands launching in each of your categories like we've seen in smartphones and some of those brands now expanding into other categories. Another possible future trend is, you know, how omnichannel and your offline is going to be more tightly integrated with, you know, with the overall experience of this or any other trends, maybe, you know, just a quick minute from everybody. I mean, would you like to take this one off? Yeah, I think a couple of trends like one is marketing, one is just ecosystem collaboration. I think definitely you already touched upon omnichannel. What I would say is that definitely the interoperability is what we're going to see more right and since this topic was about ecom, we're going to see or just, you know, digital journeys. We're definitely seeing a lot of digitization and then store creation, and then obviously, you know, wallet integration. So what really this just gets to over time is that you're going to see between ecom and fintech, you know, richer profiles of people, right. So, and therefore also better credit worthiness over time. I mean, look at how big the debit card industry today is 850 million look at how much digital payments is today 300 million. So you seem like a whole class of digital buyers coming and you've seen a whole class of shoppers coming. So what that means is obviously between fintech and ecom, you're going to get richer profiles, you know, to target. I think the second piece is just the fact that if a consumer can look at six touch points and has therefore six areas to also go explore. I feel the democracy of choice will widen. So it's great right dispersion of choice happens, you know, so they may want to buy on dot com they may want to buy on a physical store they may buy on ecom. So I think it's great for the for the consumer. And I think the third piece is really more from skilling. Right. I think at least from us and I think Prashant talked about it a little bit is future readiness, you know, for people that are coming in. Yes. You know, we have influences creators but there are a lot of new skills because of digitization that a lot of our consumers have acquired. For instance, you know, AI crypto data sciences so much out there. So I think that as a technology category, you know, we have to be ready to enable some of those. So, you know, for instance, we launched something called future but now wonderful which is giving away 80 hours of data sciences course free which is on AI, you know, completely free. And we are cross collaborating with our partners here as well as with with the ecom people also of the world that if you register you'll get courses free. So a lot of interesting pieces right on the channel. Future skilling. Of course, you all you already have some of the marketing areas, which is like I said, skilling on AI or just voice and vernacular as part of our campaign. So, looking forward to watching this and doing more. Thanks, thanks. Suraj, your thoughts on documents. Quick, quick minute. Yeah, I'll keep it short. See, I think I'll touch upon the initial piece of it. See what what we as a brand we do is that you know we don't want our own brand store competing with our own retail store right I think that's where we need to be sure about how do we ensure that the brand store actually helps also the retail store as well and not compete against each other. So we work on models where you know if you even if the order comes from the store on the online store the fulfillment can happen at the retail store if the pin code is nearest to one of our exclusive or the vice versa if the partner store is not carrying a particular stock, they can still you know get it built through the online store and deliver to the customer the very next day. So the fact is that Omnichal also should help the customer as well as a large partner community and that's what we as a brand you know look forward to and that's what we have built a system as well. So I think Omnichal experience is something which will grow and that's a trend which we will keep seeing more and more brands ensuring that they invest a lot of money and resources to ensure that that infrastructure is built up to serve the next generation of customers. Right, yeah truly Omnichal experience would definitely be very very interesting to see. So let's have a quick minute from you and then I think Prashant can conclude for us. So, I think in addition to what Roshan and Suraj have mentioned, I think one large trend that will come about is with regards to hyper personalization, because whether we like it or not. There is enough and more data at least data that we've managed to get out of our own research where over 50% consumers are expecting a personalized offer in the 24 hours of them engaging with you but I'm just saying that there is such a degree of heterogeneity that you are now seeing where for brands to provide a congruent homogeneous unified brand experience will become the key to success going forward and I feel hyper personalization is going to be the next big thing. Very interesting with the multiple platforms providing a homogenous experience. Thanks Prashant, concluding thoughts. So probably the only thing I would add is that, you know, the new title upon this this entire linkage, you know, from content to commerce. We've probably seen the beginning already of how these two streams are coming together. Right. And see, one thing which we I mean we often talk about the increase in clutter and the fragmentation right honestly what is also happening in this fragmentation is that there's a lot of democratization happening of what content I choose to consume. Right. So there's no longer this, oh yeah, while there are properties like the IP address, you know, everybody or a lot of people are watching them because there is still, you know, unification of interest when it comes and attention when it comes to a sacred gate or Wallywood in our country. There is now a lot of democratization of what content I want to consume. So I think one big trend which I see is brands, you know, now being, you know, more customer centric in terms of what content they enable, what content they produce, and not just say steal information or say steal attention when the customer is watching content of a choice right through and just come into the night and say hey why don't you see my head because I paid starting with some money to show you my right. So I think that's the big trend for me and I kind of look forward to that becoming mainstream when it comes to how brands interact with customers. Very interesting. Thanks a lot. I think we are just about out of time. I think over to you. I'm not sure we have, I think the panelists, some of the panelists might have to leave. I'm not sure we have time for questions, but thanks everyone. Great session over to you. Thank you so much Nathan. I thoroughly enjoyed this session as someone who has been doing marketing related events all his other life. And also now I've been doing and focusing a lot on my YouTube channel. I got to learn a lot. You know how you guys are perceiving influences and creators. So thanks. Thanks a lot. I know that somebody has to leave. So please go ahead and feel free, but I have a few questions on creator economy and in terms of the play to earn games that are happening around and I think I'm just going to ask you one question. The social media now is moving on to a different realm. Right now people are talking about decentralized social media people are talking about platforms like bit cloud platforms like Twitter is coming out with a platform called blue sky. I am associated with them in various ways I'm working with with them there on a different level I would I would really like to take you know your take. Nathan quickly will start from you you know what is your take on decent class social media and how is it going to impact the brand I know it's great for the creators but what about the brands. You're wanting me to start. Yeah please. Yes I think the somebody already said the biggest takeaway right like for the brand to control the message that they're putting out in the context of decentralized social media I think it's. I mean on the one hand, the brand has to be where the conversation is and you've got to have your message there. On the other hand it's so fragmented with you're going to be talking you're talking influencers and the dozens today you're going to be talking influencers in the thousands right especially when you go to tier two tier three. It's an enormous challenge in terms of being able to not just I mean both maintain a standardized communication but also personalized to you know the innumerable sort of segments and categories of customers that will be there. But yeah I think the brands themselves should probably find out this. Let's let's talk to Roshni about this. What's what's your take on the decent less social media and how is it going to affect brands. I always say the more places that the consumers can interact with you and buy from you. The better like I said he talked about democratization of content I would say democratization of choice and you know to give you some stats obviously social commerce today is about a billion and a half. And then it's probably over 16 billion to 20 billion and this is all coming through smaller entrepreneurs so great lot of women entrepreneurs out there selling through social commerce. And second is also I mean look at some of the boutiques that have have begun to start on Instagram and then obviously connected to payment gateways and been able to derive a lot of economical value out of it. So I think good for brands to intercept with them where they are and good for people who have the ability to therefore then craft micro enterprises and entrepreneurship journey. Thank you so much Roshni for that. Utsav let me quickly move on to you. First thing thank you for making the life easier for a lot of budding YouTubers. I know when I started my YouTube journey the investment that we had to kind of contemplate. And then suddenly you come out with such cost effective and also very effectively you know cameras and all of that you know what is your take and what is your understanding of where social media is headed via the decentralized social media and how is it going to impact a brand like noise. So thanks for those kind words but I think that that was one of my concluding statements that every single touch point is literally the moment of truth for the brand because the fact is that as consumer centric brands you want to be controlling the narrative but the reality is out there in the hands of these content creators and influences who are driving their narrative for you. It's the last minute. And I think it's about time that brands wake up to the fact that the reality that people see is the perception and driving and kind of curating that perception for the consumer is only going to stem out of authenticity. So for us as brands I think all of that content is paramount but what is more important is to be able to have an honest message about the solution that the brand is offering and that is the key to my mind. Thank you so much. Prashant quickly moving to you. You first thing thank you on behalf of all the creators for creating creators garage and the other stuff that you've been doing for creators. And I'm glad that you also mentioned about creator economy because that's the buzzword right now but then coming over to creators and creator economy and the social tokens you know. What is something that perhaps I think brands will now have to look a little differently maybe because on a Facebook or on a Twitter you know you can you can pay in money and you can promote yourself. Roshani thank you so much. I think I'm also done. I've been getting notes over here. So Prashant I'm just going to just finish that question and say that how is it going to now change the world in ways that for a brand where you could just strategically put in money to promote. But now with decentralized where there are no ads where you can't really pay money to the platform because nobody really owns it and it is decentralized. How is that going to change your marketing perspective. Yeah. No great question. So I think a couple of things. One is that we will have to pivot to a you know a say content strategy which relies a lot more on multi homing of content versus you know say destination based content you know aggregation. So for example if you take HP creators garage I mean it's more of a destination today for creators right and I mean if there are multiple social platforms which kind of take off. Then we'll have no other option but to you know make this content house that multiple places and therefore the dive much more on a distribution strategy versus a destination strategy when it comes to content. Right. So I think that would be one way to be more relevant. It's it's very difficult you know to be honest because it then means that you have to think again of content formats. You have to you know think again of delivery mechanisms. You do not have singular tracking off where the customer is who's seen you who's seen what and so on and therefore the experience itself needs a lot more effort to kind of you know curate. But yeah that's what we'll have to find answers to. Thank you so much Prashant. We'll have more people in the marketing teams and more marketing agencies around I guess. We all will find robots to you know and to do that job for us. Yeah. Super. I'm sorry we are running out of time but I just want to say thank you I think for a lot of us I was just chatting on the group with the team of BW business world and exchange for media I think couple of us had the first laptop of Asia. So thank you continue to keep inspiring all the young guys out there and thank you, Nathan. I would love to get in touch with Nathan after this you know I would love to understand more on the service that is done for influencers. I would love to get that data and I would love to learn more and how I can better my content. Thanks everyone. Thank you. Thanks. Thanks for the bye.