 This change for media group welcomes you to the pitch brand of 2022. Pay attention towards this big beautiful screen. I believe everyone can see the picture. What most of us need to understand that every big picture is created by connecting the dots. It's time that we welcome the man who creates the dots. Ladies and gentlemen, let's welcome the man of the hour. Please give it up for Dr. Anurag Patra. Chairman and Editor-in-Chief of Change for Media Group and Media Group. Good morning. It's my honour and privilege to welcome you to a pitch brand spot. We started pitch events almost 18 years back and we did it in multiple cities. It used to be pitch brand stone and my friend Ashish is there. We went to the same hotel many years back, almost 52 years back. He came to the first and second edition, he was there. Ashish is 19 years back. I want to welcome all of you. My apologies for starting it sometimes. Technical things have their own way of planning out. I just want to use this opportunity to welcome Mr. Rajesh Ramakrishna. He was the only perfect user keynote speaker. Thank you Rajesh for always being there for us and really a fantastic company. And always doing something with his talk program. Also welcome Mr. Mehta from Amol, who's come all the way from Arang to pitch brand spot. My friend Mr. Sudhakar Rao, who's come from Hyderabad. He and me shared our passions and books. So nice to share your passion for cycling also. When I grow up I want to be like you. I may not grow up, it's the only thing. But today I grew up reading a magazine. I own a magazine. Although I buy still 30-40 magazines a week on marketing called A&M. We all grew up reading that. It should be a fab magazine. And I used to store copies. I still have lots of copies all the way. Lots of them. And it didn't tagline that marketing is business. Business is marketing. I think that's the thing we have to do for the pitch brand top. In the last 30 months the world has become a different place. In some ways a better place. Covid is behind us. But we know what's happening in China. So I hope we're able to continue with the freedom that we have and the health that we have. A lot of things have changed in the last 30 months. One of them is the movement towards building businesses that are sustainable for the planet. I'm not just talking about sustainability. I'm talking about the balance sheet. I'm talking about sustainability. Purpose has become deep. Purpose is to be something that we write on the walls where there is a vision. I think today individuals, organization brands are all living a deep purpose. We used to talk of YOLO. YOLO millions of ones. And again, millions are very important. Part of everyone's story. Whether it's a Percetti. Whether it's an Iqfai. Whether it's an Amol. Or whether it's a glance in Mobi. You know, millions are very important part. I think you've seen in the last 10 months that people are spending more and more on experiences. They're not necessarily saving. It has manifested in the way experiential services, whether it's in any domain, are growing. Also, I want to say that the movement towards health, immunity and well-being has grown. Of course, Amol has captured that last but not the least, what is very important is sustainability of businesses. There's been a winter of investing. In that winter of investing also, India has got 20 million dollars in startups. Since July it had got 15 million dollars till June. And in the last 5 months it's got another 5-6 billion. This is in the winter. Of course, when spring comes, this number will be 40-50 million. And here the spring is around the corner. Right now there is a recalibration happening. Business has gone back to profitability. You get revenue versus us. Not changing GMVs. And yes, there is a downsizing happening. Companies was happening in Twitter. There's a little bit of madness. But all madness settles into perfect cues. It's an oxymoronational. But perfect cues is what is being witnessed in Twitter. There are layoffs that matter. There are layoffs of Indian companies. And in some ways companies are moving to an equilibrium. So it's an interesting time. It is a time for recalibration. I'm a Hindu. I'm a liberal Hindu. If there's one that exists. But I believe in the unity of gods, which is Lord Shiva, Lord Brahma, and Lord Vishnu. To create something new we have to decide. Destroy it. I'm not talking of destruction in the classic case of destruction. But I'm talking of creative destruction. Business has earned brand-news. I'm right now doing creative destruction. They are creating space and looking at destruction. They are creating space to be able to rebuild and recap. I think in this environment, how you spend your brand money becomes very important. What is the purpose you are literally involved with becomes important. I'm not going to go into digital and how digital. I'm sure it's going to be an example. But I want to say that the next 3-4 years for India are exciting. This decade is the only India decade. And India has bounced back and will bounce back stronger. So more and more brands are spending money on the institute of media while the money on digital media continues to grow. But again, there is add frauds on digital media. A lot of money gets wasted there. But today, technology allows us, whether it's blockchain, to be able to detect add frauds on digital. That is encouraging marketers to put more and more money in digital. There is also a trend. I read a Harvard Business video article 3 months back. How large brands in the world have gone back to print, television and mainstream media in a big way. They walk with their specs because they moved away from just building such an ROI based marketing to long-term brand building. You saw startups that raised money early this year using brands. I must say, during COVID, it stepped up its marketing and actually more advertising than any brand. You will realize that brands don't have to be just transactional. They have to build on the relationship they have with consumers. I just want to say as an individual, as an entrepreneur, as somebody who works with 380 people in both my companies, I want to say that it's time for reinvention. Health is very important. My throat is off, but I'm sure it will be painful. But I have focused on health. I have focused on catching sleep enough because we all work ourselves to a point sometimes it leads to exhaustion. So I want to say why we have the dreams, good health, good sleep and meditation helps you get where you want to. I love coffee, but I'm off coffee with me because I want to attain my health goals. Why I'm saying this? You cannot achieve business goals if you're not happy, if you're not healthy. And happiness is about not about controlling things, it's about giving your best and it's about being disciplined. If you are giving it your best and you're disciplined, I'm sure happiness follows. The concept of happiness, again, is very abstract. And in a business in a marketing world, I have the ability to integrate happy customers, happy relationships, and most importantly, and happy environment whether you're in the office or in your family. I believe the tourist cut-throat world has come back to collaborate happy relationships. I think increasingly we are becoming transnational. I want to use this forum to say that for young people who are in this world, people like me, I want to say relationships are the most meaningful part of life and that's how brands and business should be. There should be relationships oriented. I want to end by saying that the three C's that I tried avoid are completely criticizing and comparing. I hope each business and each brand has its unique journey and while they complete, they collaborate. But life is about cherishing what each brand brings to the table and not each business brings to the table. Brands live in the Metaverse today but brands also live in our mind. Over the last 30 years, I would have consumed 2,000 large brands which are cracked and maybe another 3,000 small brands which are niched and I can see that these brands have built my life and my journey equally as some individuals have. Today, individuals are becoming brands whether we look at leaders, CEOs and entrepreneurs. They are brands. I want to end by saying that the last thing that I'm going to plug is books. I had taken a lot what I did. I was using my hands and so on and so forth because I did more books when I was younger than anyone. I still buy more books. A lot of people I know but I don't really know. I met my senior colleagues, they all worked well together and I was in exchange for India in Bangalore a month back and she said I'm bored with my job. So I said why don't you? She bought two books for me and I gave her books around the third day and I see a good book and I said why don't you create a book festival on advertising marketing media books for us? Don't do your regular job. But I must tell you that in the business world we have created India's largest business in its first. It's in 21 cities. We start this Saturday at the Rosier House. We have 15 speakers. Karan Mada's book gets launched there. We start with Dr. Vivek Debroy. Then we have Gurcharan Das. Then we have Dr. Kiran Kharni who's my first advertiser in exchange for India 21 years back and an eclectic line up of 15 speakers who are not just authors of speakers but they're much more than that. They're entrepreneurs, they're policy makers. Then we do it in 2011 in Gurgaon at the Leela Gurgaon. Our opening speaker is Prakash Iyer. I don't know who you're telling. People use the India Kimalai Club. I met him when he was at Tata Donnelly and networking team. And then we have all of you. We are the chairman of Randstein in Asia Pacific and we have an eclectic line up of speakers. We will also do in collaboration with Exchange for India a two-day festival dedicated to authors only in the advertising marketing media space. Our job at Exchange for India is to be innovated come up with new formats, new ideas and new impact. We also achieve India's largest business book price. It's a 30 lakh price for three books. It's a business book, 15 lakhs. This is first one out of nine lakhs and second one out of six lakhs. Our jury comprises Gurcharandas, Suhail Seth and eight other jury members who are very big personalities all over and also have great love for books. So I just wanted to use this platform because I have 120, 150 people in this group who's attention I have. Three books, three kinds of people, guys and businesses. Thank you very much. Thank you very much Dr. Bhatla for the bicycles.