 What is the company which has consistently been making waves in the past many years, giving hard burns to some while challenging the existing traditional definitions of advertising. I have with me T.J. Lightwala, she is the marketing servicing lead for road markets at Accenture Song. Hi, hi T.J. Thank you so much for joining us. Thank you for being here and it's a pleasure. I'm acquiring Droga 5 in 2019, which was akin to a heartbreak for many independent agency heads in India and across the world, I'm sure. To making David Droga, a creative leader, the CEO of Accenture Song, it's come a long way. I really want to understand from you, how would you go about defining the evolution of Accenture Song in the past? Right, so Accenture Song is really a culture of cultures. We are obviously tech-powered creative agency. And for those who work at Accenture, we used to be a operations and a technology firm. But over the last decade or so, we've completely changed the color and the positioning of Accenture Song. And Song is that lively, cool, new agency that does creative cool things in the world of innovation and we want to actually be at the forefront of creating impact from a client's perspective. So I think that evolution from where we started to where we are is a testament to what we've been shaping along the years and addressing how we want to position ourselves accurately in the market now. We are a can and we always talk about the future more than the present. So I also want to understand from you, many years down the line, how would you want the future world to remember Accenture Song and what do you think will its contribution be to advertising? Oh wow, that's a loaded question. So the future world, I hope I'm still on the path to creating the future. But certainly there are a few key interesting themes that we want to stand for. One of them is the areas that we are heavily focused on is Generative AI. And you must have read the recent news on the press that Accenture itself is committing to $3 billion of investment towards the growth of Generative AI. But it's not just the Generative AI that is making the waves right. It's the application towards purposeful marketing and driving real impact. For us, you know, creative inclusion is a very important aspect of what we want to do. You know, marketing with purpose and the use of Generative AI to do that. And one cool example of that is education in underserved communities. The second important vector is sustainability. And for me as I'm a marketing lead, you know, it's really important how we create sustainable practices in marketing. One of the key things that I've been experimenting and thinking about is media decarbonization and what does an effective content supply chain look like. And that's really important because on one area you have the growth and the other area you have cost optimization as a form of growth as well. So that's the second level. And the third one I would say is creating repeatable, scalable models that can help businesses create more impact for their audiences and clients. And you know, because we are here, can I want to understand for me what is the highlight this year? You know, we always talk about how tech companies are going to dominate can gear after you and it keeps happening obviously. So what is the highlight for you? I think my personal highlight has been just the ability to see so many sessions on diversity, equity, inclusion with purpose. Purposeful marketing, purposeful definition of situational lives of underserved communities, women in business, you know, strapped sort of ecosystems that are resource constrained have been really important. And all brands like Cesado was on the global stage talking about diversity, equity and inclusion is good for business because it talks about purposeful beauty and beauty as an expression has so many different forms and that's all beautiful. And that's an aspect about inclusion taking a central stage for me. And I thought that was beautiful and one of my key reflections. You know, in the past couple of years we've seen how Accenture has grown overall. And Accenture's song is the revenue voice as the overtaking of the revenue of all the traditional agencies like when we will be DVDs or mechan. It is the largest digital agency today. I want to understand what is your approach and how is it different from what the others are doing in the market today? Yeah, I think that's a super question. First of all, from a revenue perspective, yes, we have been growing phenomenally from 12.5 to 16 billion this year in revenues. So that's certainly healthy commitment to our shareholders from a perspective of how we're doing things differently compared to other agencies. I think it's really important to realize that we're a tech-forward creative agency and the fact that individually, obviously we have several competitors, we are competitors, but we are coming together from a go-to-market perspective as one Accenture. So one Accenture that is backed by the industry knowledge of Accenture, which is very deep and typically agencies will not bring industry craft to their clients. So that's what we do because we solve for business problems. And secondly, it's really interesting because our stakeholders typically tend to be a CEO or a CMO or even more recently the Chief Corporate Development Officer of organizations. So we actually start with the decision-making right at the top of the funnel rather than move up from a brand manager or a media manager or a creative manager up funnel. So I think those two are key differentiators in the way we operate. And I think the last point I will make on the differentiation is obviously we are moving from the consumer funnel but we're also creating operating models for clients to become more efficient, to become more diverse, to have a platform that's multi-functional and that truly is walking towards the road style of either cutting costs, saving resources in terms of sustainable practices and lastly creating new pockets of revenue. And what is the revenue growth looking like for this year? So obviously we are still in motion and clearly from past history we know that we're in a good pathway for better success. So we'll wait for the results to show and we'll stay tuned for that anyway. In the past decade we've seen Accenture quite about 40, more than 40 agencies across the world. We've still not seen you come to India. Are you on your way? It would be great. Absolutely. Hopefully in the horizon shortly. And is there a particular agency that has stood out for you for its cutting-edge work that you might want to acquire? Oh wow. That's a question you want me to answer completely. Did you just send me your favourites if you had them? No, so you know what? I'm really inspired by the work that comes out of India. Personally I've been a juror this year at the Creative B2B Alliance and I've had roughly more than 400 entries that I've been judging and the shortlist have been a discussion of very intense discussions internally and we realise one of the key themes that a lot of work is celebrated out of India. And when I talk about work I talk about, you know, like we talk about favelas in Brazil, we also talk about the slums in India and how, you know, communication from a ground up can become really pervasive. We saw some really cool cases around celebration of community with large brands do that. My personal favourite from India is the Cadbury's campaign which is all about empathy and human behaviour and the psychology of people across all different economic strata, cultural strata, social strata and that was really inspiring for me. I really hope that the waves of what we do at Accenture Song in India will become a reality soon. But do you see India becoming a key market for Accenture Song? India is a key market for Accenture Song. We do a lot of work there. We have roughly 350,000 people working there so it's not one that we take lightly but I was there in the last five months. I've already been there five times to our Mumbai and Bangalore officers with clients showcasing the brilliant work that we do across several different marketing sub-streams. Super. Thank you so much, DJ. It was lovely chatting with you and I hope to see you soon when you're coming to India next. Thank you for making the time to come see us.