 Talking of liquor, like how do you market that? So we do not advertise alcohol. You do some partnerships with brands, with influencers, you do experiential marketing. So there is absolutely no, there is, you know, how are you promoting those brands? You're not promoting them at all. So what we do is, one, in retail outlets, right, there is visibility because the brand is present. Equally, with consumers above legal drinking age, they can interact with our brands and our services responsibly at points of consumption on premise. Okay, right? And that really, and that's why a large do your point, a large part of the effort that I spent is how we can make those experiences more and more memorable. And that is completely in tandem with the consumer trend where consumers are looking for new experiences. That being said, like I said, we have legitimate extensions that we put out, which is what we advertise. And that is strictly compliant to both ASCII guidelines as well as to the regulatory framework in the country. And I am extremely proud of the fact that we are highly compliant as an organization and work very hard to ensure that at every single level of the organization. You also spoke about responsible consumption. Yes. So what kind of steps have you taken to promote that? Thanks for asking. We've done three or four really big things and I'll talk about those pillars separately. One is working with authorities. We work with the traffic police. We work with all kinds of authorities to actually take the message of education on responsible drinking. It's a program called create content, create training programs, a course that drivers go through before they have, which they mandatory view before they get their driving license. So we actually partner with the traffic police in a number of states where before you get your driving license and you've passed your test, you actually have to go through this entire module on responsible drinking. That's one part which is with regulatory authorities. The other part we do is we also, by the way, educates students, people who are getting into the category to say there's responsible drinking and then there is all the negative side effects of not drinking responsibly. And we have a global program called Drink IQ. And by the way, every single employee, before I joined DRGO, I had to go into the program and get certified. I was quizzed on it and only after that was I even given my first ID to walk into the premise. So it's something that we believe for employees across the organization and also we take this program out for anyone who wishes to do so. Can you give us more details of the program? Yeah, because you can literally go and scan a QR code and you can go online, you can take the test, you can learn about what are good or bad behaviors and common misconceptions. So that's something that we promote actively, actively promote it. The third thing we do, which is also something I'm proud of is we use all of our resources with celebrities, with teams. So for example, we've done large scale reach campaigns, 60 million, 100 million people whom we've reached literally year after year with campaigns where we use, for example, the Virat Kohli or the five or six IPL teams that we're associated with to create communication campaigns that actually talk about the fact that you can celebrate responsibly. Even now, as we speak, we have got screens on premise, which is in bars, right? And there are TV screens. On those screens, we actually put up messages about taking a water break. So have a sip of water on actually eating something between drinks about how you can be responsible by having a limited amount of alcohol and not overdoing it. Globally, we have many such campaigns. We've just launched a new campaign for the festive season because we realize this is the time of year when people do want to know more about the category. I think we all believe that it's in our own interest to ensure that we promote responsible drinking and we also tell people that they don't need to drink more to have a good time. They can actually take the water break. The last, which I'm really keen to see more of in India is globally, across our brands, we have launched non-alcoholic versions. What that means is you get the same great taste, right? But it has zero alcohol, right? So whether it's Guinness, whether it's Tancre, whether it's Captain Morgan and then there is of course a brand called Seedlook, which is a non-alcoholic brand. And we actively promote these brands across some of our largest media platforms because we believe that people have to have the choice and if they like the taste or the perception of having a certain kind of a drink but they want to stay away from the alcohol, that is something that we would actively promote. So it is actually a fully rounded approach starting from partnering with regulatory authorities and providing information using scale media, celebrities and campaigns to bring it alive and finally also to have the right products and innovations so people can moderate their drinking or choose not to drink at all.