 Now, getting back to our esteemed speakers, which was the superstar brand that K Balachandar was referring to in the movie, Apurva Raghangal? Any guesses? Besides Rajani Kant of course. Any guesses? This isn't a human superstar per se. This brand that I'm talking about is none other than MediMix, which incidentally turns 50 this year, and it was really interesting because when I was speaking to a lady over there just now, she said, MediMix, I only use MediMix. I've been using it since I was born. I drink all the beers in the world, all of the finest whiskeys from around the world, but I only use MediMix and I found that really interesting. And taking us through this journey is Chairman and Managing Director, Choleil Private Limited, Mr. Pradeep Choleil. He started his career as the head of marketing and finance departments of the company and grew to becoming the Managing Director. He was instrumental in launching the flagship brand MediMix all over India and subsequently in international markets too, and the MediMix Ayurvedic 18 herb soap has now gone on to become the world's most sold Ayurvedic soap. Let that sink in for a minute. Today, he is speaking on the topic, Leveraging Century's Old Legacy to Create an Emotional Connect. Please welcome on stage the CMD of Choleil Private Limited, Mr. Pradeep Choleil. Thank you for the nice introduction. It was a very nice introduction of her name. So now let me start my presentation. It's all about emotional connect with a distracted consumer. How Choleil leveraged India's emotional connect with Ayurveda to build a household brand. Today, MeToo is very, very popular. Everybody is aware of MeToo and the MeToo, they always face an emotional connect. And for men, I'm sure no man will be quite happy when they think about no girl should make PMV too. So it's always a thought men always think back of late whether any girl or woman will be sending a MeToo to me. Emotional connect. The campaign established in this three of those things. One is the Jaws, one is Obama, and another is Bruce Lee. The campaign established an emotional connect with a distracted population. It triggered a visual response, a response that came from the gut and not from the intellect. Each one of us identified with the idea either far or against it. People voiced their opinion in various forums and conversations. People continues to follow this till today. This is a classic example of what every brand is trying to achieve. The emotional connect being negative or positive. The truth. This was the friend cover of Times. Is it the truth? It was can President Trump handle the truth? It was all about the question is all about. If you think about it the first step in the connect was visual response. Visual response is always triggered by a belief which is to believer is the truth. The truth for the believer may or may not be backed by hard facts. It is enough for him to he believes. The true interesting pictures one is of Rajnikanth of Kabali movie and Trump. Here is a funny example of two men go to trigger a visual response. There is no neutral audience for either of them. The audience believe or disbelieve in their vision and statements. Now Rajnikanth is not a true character when he acts in the film. He is but people think whatever he acts in film is a truth. But whereas in Trump's case people don't believe him what he speaks. But he has proven himself that he is what he has proven that he was is changing. Today unemployment rate is reduced, tax is reduced and economical growth is happening in Trump. But nobody believe when Trump speaks. A company's mission statement we believe that we are on the face of the earth to make great products and that's not changing. We believe in the simple not the complex. We are constantly focusing on innovation. Innovating. We believe that we need to own and control the primary technologies behind the products that we make and particularly one in markets where we can make a significant contribution. We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups which allow us to innovate in a way that others cannot. I wanted to share with you another example this time of a company that has stood by its beliefs for decades in a space that is dynamically evolving and changing. Can you guess which company I am talking about? It's Apple way back in 1980. This mission statement was written. Some of you might have seen their latest keynote address. They have launched a new app called Screen Time. For a company that is in the business of making phones and getting the customer reliant on it, their new app help customers to stay away from it. They have established an emotional with highly distracted consumer by picking out one of the most debated and discussed modern life issues, screen addiction. So how an Apple, an iPhone, which a company wants to people to use more and more of their iPhone, they themselves are talking about how distracted you are when you are using an iPhone continuously. We are not thinking machines that feel, rather we are feeling machines that think. Neuroscientist Antonio Damaschio made a groundbreaking discovery. People with damage to the parts of the brain that controls emotions are normal in all respects except two. They obviously cannot feel in any emotion. A majority of them were unable to make decisions even as simple as what to eat for dinner. They were able to describe the process of decision making but were unable to come to conclusion. He established that the very point of choice and decision making is arguably always based on emotion. This brings us back to the idea that truth is belief and belief triggers a visceral response. A visceral response establish an emotional connect. There is such a truth behind my own family and Ayurvedic history. In the 17th century, A.D. Shri Manikinwajir, my ancestor, turned to a 5,000-year-old fundamental truth as a way of providing relief from ill-health and disease. He initiated our family into the Ayurvedic culture and till today this truth is what we are living by. And my father continued the tradition Dr. V. P. Sivan. He continued the tradition and he innovated Medimix Ayurvedic soap. Today Medimix is the world's largest sold Ayurvedic soap. We not only believe in just making soaps but we also have an Ayurvedic pharmaceutical company. Also we have a traditional Ayurvedic treatment center also in the name of Satayush. In every communication to our potential customer, we focus on this tradition. While incorporating aspects of modern life, this ad focuses on a timeless and truthful family relationship that instantly establishes an emotional connect with the customer. While we have spoken about truth and belief, which is the basis of all emotional response and ultimately decision-making, we are, we also coherent of how important it is to connect today's mindset back by research in our communication. Let's look at customer's belief decade-wise. We classified these under four categories by Choleil. Eighties, all about tradition with an inclination towards natural. Nineties, all about science and research. India exposed to international market through the IT boom. 2005, back to roots movement with worldwide interest in Indian traditions. 2020, current focus in all natural backed by science and research with a continued interest in tradition. Our Choleil products have been clinically proven to deliver on their promises. We have also elaborated on the natural aspect of Ayurveda to create a stronger connect with a move back to a natural lifestyle. Let me end by showing you how we did this with our latest ad. Nothing better than natural, new medimix glycerine, Ayurvedic soap with natural glycerine and Lakshavi oil, medimix glycerine for healthy skin. Nothing better than natural. Thank you. Jai Hind. Thank you so much. Mr. Choleil, may I request you to please remain on stage for one second. And may I please invite Mr. Santosh Koshy of BTVI to please come hand over a memento from our side to Mr. Choleil for that wonderful presentation. Mr. Santosh Koshy.