 We are extremely delighted to launch the inaugural edition of SHOBIS, it is India's first entertainment marketing report that we have come up with. The key reason why we thought that it is important to come up with a report like this is because we identified entertainment marketing has a big need gap in terms of understanding of both the worlds, in terms of the production community and the brands. We just thought that if we get the numbers perspective together it will help the larger ecosystem to put this business into a perspective and the reason why we felt so and it is very encouraging to know that the entertainment marketing as an industry is a 100 crore industry already which means that 100 crores is getting invested from the brand side to promote movies today and when I say movies it is not only Bollywood but it is movies in terms of regional in terms of Hollywood and Bollywood. Now that is a great number, couple of things that we observed through the process was while the money is getting invested there is a significant amount of thrust which the production community also is putting into marketing movies these days. On average a film producer is to spend about 5 to 6 percent of the production money is into marketing them at any given point in time. This trend over the last 10 years has changed and today I am extremely happy to say that almost 10 to 15 percent of the production money is getting invested in marketing and promoting movies which is very close to the global average in terms of what global community spends on marketing of films. So that is a very encouraging inside that you will see in showbiz coming through. All of other things I would want to bring to the notice was about the way digital is playing a role in marketing promotions. Today we have seen so many promos that we see on television but the digital marketing economy also is growing and film marketers are investing about 10 to 15 percent of their marketing mix into digital. Now that is again a very encouraging sign while we would love to see this grow a little better because obviously there are various scales of films keep changing. So the films which are not going as mass releases that possibly can have more focus and thrust on communicating on the digital media because it is more focused, more targeted and therefore the duplication on mass media can be avoided using those tools. Going to the digital part again interesting thing is there are lot of data, lot of tools today that are available for the marketing community at both ends at the brands and as well as the movie marketing ends to possibly embrace and possibly decide on how their marketing mix needs to be depending upon the data point. Couple of things which we observed is today command centers are playing a active role in deciding how a brand's marketing mix should be. This potentially has a great story at the production end as well. We have not seen film producers using command centers as effectively as brands do but if they start doing so they will possibly be able to spend their money even in a more efficient and effective way and that is one insight you can see in the report that is coming through. Another point which we want to bring through this report is on the licensing business. Today licensing we all know globally is quite a big business. It is quite a big business in India as well but as Indians we consume and we buy global licenses. It is time for us to possibly create our own licensing products within India. So the journey we have lot of heroes. Now that heroes becoming characters is the journey what we would like to see Indian production community and Indian marketing community to possibly embrace because the lifespan of a hero possibly could be limited but a lifespan of a characters we have seen globally is quite a lot and that is the growth that we would love to see in the licensing business going forward.