 Before I begin, I just wanted to thank Anurag and Karan and E4M for this partnership. This is the first time PRCAI and E4M are partnering to bring out a section of our report which we do every year. How many people are here from in-house community? In-house community. How many people are here? From CUPCOM or marketing CUPCOM. Okay. And AGC? Okay. More AGC. This is going to be interesting. Okay. I've got 10 minutes. So, we'll try and make it crisp and quick. Ask questions at the end. I'll leave about a minute for one or two questions. So, this survey we do every year. PRCAI does a survey every year. We talk to all or most firms in India. And as part of that, we also introduced a survey for in-house communicators which we did this year. We did one last year as well. We've done it this year as well. It's more qualitative. And that's what I'm going to focus on today. But before I begin that, I want to set some context with the global PR report. So, the ECO, which is the parent body of all associations. There's a survey in November which results were released. And I'm going to share just two slides of that so that you set some context. Okay. Technology first doesn't work. And that's one of the trends, by the way. Which would you like to point out? Okay. So, this survey this year was with most of the agencies we spoke to. We spoke to about how communicators and now the price has gone. Okay. So, this is the home support with ECO, which we do every year. Firstly, the global PR industry was 16 billion. Anybody knew that? I don't think anyone of us knew that. We employ about 200,000 people across the world. So, an A-PAC that what came out was amongst the top most upbeat market. Even five was the most upbeat region amongst all regions. On a score of about 7.7 out of 10. Do you know what's the growth rate of the global PR industry? Any guesses very quickly? What is the growth rate for the global PR industry? And I'll come to India in a minute. 20%? Somebody said whoever said that is closest. It's 5.2% as of last year. Before that it was 4.5%. So, it's not that. I'll come to India in a minute. What were the core highlights that came out was one technology. Reputation and purpose. Reputation and purpose came out top in terms of what clients want today. Or want PR firms to focus on. Or what communicators today are focusing on. Clients are increasingly wanting to use PR firms for leading the most non-trivial services. And finally ethics. Ethics is coming up stronger as we use, as we saw the first point technology. As we use more technology, ethics is going to become even more critical and important. So, let's move on to India. There was some quick feedback on global. On the consultancy side, that's the growth rate for India. 12%. So, whoever said that earlier was an India growth figure. We grew 12% last year. We expected to grow in the same region this year as well. I hope to do. And not false. I'm just looking at all the discussion on the economy these days. And suppose to be about, if you go at that, it's about 1800 crores by 2020. So, that's really what the PR consultancy side of the business shows. And similarly, if you look at the market or the region, clearly the north region, which was by far the largest in terms of growth, remains the largest. But the west and north are pretty much now getting close to each other. So, business coming out of north and west are closer to each other as we've seen in the last four years. The south is growing, but will remain at about less than a quarter of the whole industry. So, this is a broad brush on the consultancy side. The in-house, some of you guys were sitting here had to say it. The good news for the agency guys is that the budget allocated to public relations has increased by close to 12.8% to be exact. It was 9.5%. It goes up to 12. That's pretty good, grown by almost a third. If you look at the segment-wise participation, we spoke to people who are like some services, tech services, NGOs, and a lot of samples. The gradual shift seen in the services undertaken by the in-house team has seen some shifts. So, if you see this very quickly slide, you see services provided by the PR firm is really more around social media, media relations. Analytics has come out 31%. Social media crisis comes about 30%. What is going in the agency side is more, sorry, in-house side is more employee engagement. That is something that's not coming to the agency. I don't think that's a big surprise there. What is interesting is that I think as in-house communicators, they need to give their firm more of, is more integrated work. Integrated work is really just 13% of a business according to in-house communicators. 87% is different agencies. Following on from that, content, media relations we all knew about, but content and public affairs are being seen now as more PR spend contributors, almost 91% of the total spend. However, if you see 2019 and 2018, you see the spend in digital social media going up. This is largely content. Again, in public affairs you see it go down, but that's what's going down is that that service has been taken in-house for buy-in-house communicators and not given to PR or policy firms. So it's an interesting trend on what is going in and what is going to agencies. The top two trends that came out was ORM, online application management, which doesn't surprise me because globing with tenders about application management and visual communication, which is really multimedia content creation, which again is not a surprise to many of us here. The biggest perceived challenge is a lack of, a theme is going to be very happy when we listen to this figure, is the lack of a core or a uniform measurement system or guideline industry. So it's not about funding really, it's about measurement criteria. Talent, we all complain about talent. There's such wonderful people sitting here, but we still crib about ourselves. So quality of talent deployed by PR firms was again seen by consultancy, by in-house communicators as a major drawback on the side of AGT. Okay, so what are the new expectations just to wrap up? Artificial intelligence, bringing AI to enhance content marketing. Future PR efforts, more amplification, a crisis, and finally storytelling and relationship. Relationship, relationship, relationship, that's not connected here. That still exists and that's come out in the top four expectations by in-house communicators. This is the one you can all sit here and debate for till the cows come home, right? So what is the disconnect between PR firms and in-house communicators? I just picked up a couple. I think in-house communicators all the time say, oh, we don't get strategic input from the agency. And we all say, you don't give us access to top management, right? So that things remain. And the last thing is storytelling. We all say, you're not proactive. You're not creative. You can't tell a good story. You're not bold enough to take up a campaign to give you. So I think this fiction will always, always be there. But at the same time, the industry continues to grow robustly. We are all in the industry, all working together. And I think some of these figures give us some room to think in terms of how we can work best between consultancies and in-house communicators. On that note, I'm going to stop here because my time is up for the screen. I'm happy to take one or two questions of the survey if you have any. Wonderful. Oh, you have a question. I think keeping my head off the president of ETO, I will say, and not as AVME, I will say that you should have a PR firm, not for any other reason, but for the reason that to get independent counsel as an in-house communicator. You should have both to be honest, because you can't do one without the other. But without a PR firm, you never get independent counsel on anything, on strategy, implementation, whatever you want to do, you'll never get an independent counsel. Somebody who can think outside in rather than just sitting in a silo and thinking about it. Good. Okay, great question. Because this survey is available with PRCS. You can write and we can send it to you. Write to us. The question is, what's the scope for growth of visual PR? I think most clients are talking about reaching out to TSE and TSE markets. And we see that as a huge, huge growth area. In fact, probably growing at a higher double digit than Metro, more double digit than Metro. Definitely. There are other challenges there, which is more about talking about how is regional media mature enough in some of the states, in some states they are, but in some of the states, they may not be mature enough beyond the top two publications to deal with PR firms or brands. Okay. Thank you so much. I'm around for the next few minutes. If anybody has any questions, I want to thank Anup, Aseem and Exchange for Media, Jyoti Lahiri, who's here in getting this organized and all the 40 to 50 communicators who actually spilled out the survey. Thank you so much.