 India Khushua, content creation and building brands for the masses on digital platforms is what our next speaker will be talking about. She is the Chief Operating Officer of Shemaru Entertainment Limited. Please put your hands together for Ms Kranti Gada. Good afternoon everyone. First of all a very big thank you to the E4M team and the content jam team to have me here. So today I'm here to talk about the digital platforms and I'm sure we've heard a lot of that through the day. You know when we spoke about digital and even as an organization when we looked at digital for our content all these years we spoke about targeting audiences or specific audiences and how the digital audience is different and needs to be looked at differently and the millennial all of those kind of terms but as digital becomes mass and which it definitely is and as it broad bases it is going to ape the broader mediums the mass mediums namely television. We went through this a few months back as an exercise inward looking exercise to see how we could reposition ourselves in this new world of content space and you know people kept asking us aren't you all making theories are you not doing stuff for A platform B platform international stuff and we were very tempted to say they're gonna rebrand and become this young cool hip brand you know targeting the millennial but we looked in word and we said what do we stand for and what has brought a success till date and what will be relevant to India in the long run yes today the millennials are seeming a particular way yes today the digital audiences are behaving a particular way but is this what the future also holds for us and that many months of deliberation and inward looking reconfirmed what we probably at some level already knew is that at large India still is the same country it's the same Indian it's the same guy who enjoys his masala his tadka you know we will eat Italian food but it will be spiced we will eat Chinese food but eat Indian Chinese and therefore we thought that what we really stand for and want to be proud for is being unabashedly Indian deliver masala to the India who loves masala what does it manifest as I have a very short film which I hope and will entertain you too please can we have the film we know the language of Indian entertainment with the antidote to boredom Indians of India talking about when we say we know how to entertain India what is the Indian we're talking about we are talking about the millennials and I'm sure many of us have in our brand objectives to serve the millennial and what do we think of when you see a millennial we look at it a little differently these are also millennials and the way way way outnumber the millennials on the previous slide they have aspirations they are growing fast the learning fast digital is providing them a kind of parity democracy like never before to move ahead in their lives and what are they watching they love color they love over-the-top they love masala they love action drama the works they do not like subtle they do not understand western nuances they love Indian unlike popular belief 97% of the millennials do not live in tier one cities so this is what will this is what the digital consumer will look like as we broad base as we move from being largely metro centric largely tier one centric to not only the next level of towns but also to lower secs within the metros and tier one cities to the older age groups as we move from 250 million video online video watchers to 500 million video watchers in fact speculation also has that they're going to be 750 by 2021 but the broad point being that as video broad basis it will touch a very very different kind of consumer I'm gonna now spend just two or three examples on the kind of content that we deal with which has seen huge traction as video has broad based as you would know with the huge infrastructure rollouts with digital in the last 18 months we've seen a lot of new digital audiences and our channel Shimaru filming on a has seen a massive massive growth and traction we have we are now sitting on 14 million subscribers we add 1 million subscribers every 45 days we have 78 million unique users every month month on month consistently it does not spike because of a particular event it's a consistent regular loyal user who comes on board we would think that okay it's YouTube it does not it's video it's probably not across digital media but let me tell you this brand holds the world record and the largest number of tweets in a day on Twitter we ran a talk sherry a digital and talk sherry which had 32,000 unique tweets in a day coming from audiences and there's a world record set for that this is the kind of content which resonates with the masses another interesting point only 7% of India actually consumes video content in English the other 93% consumes it in Hindi plus regional languages as internet grows and becomes even more broad based only 25% will be consumed between English and Hindi the other 75% is going to come from vernacular languages other languages and we already see a lot of traction there too sorry as we are not just Bollywood but we have a huge network of regional channels on YouTube and you know be it Gujarati Marathi Bengali Canada Telugu Punjabi we see huge traction in the language content we also have hold over some unusual categories live events for example what do you think is the biggest live event of the country it's not EDM it's the Kumbh Mela with 100 million devotees visiting the Kumbh Mela in the last edition of 2013 and over 12,000 crores of transactions happening during the 90-day period again this is a category which Shimaru has built very very painstakingly and but with a lot of love and care we have again a network whether it's on YouTube whether it's on the DTH where we run various religious content channels or on our apps we have built networks again on religious content and today with the resurgence of Ayurveda and inclination towards Ayurveda this becomes your ideal target audience so Shimaru Bhakti and Shimaru Ibadat also exist as apps on which you can actually do transactions order Prasad do online pujas offer donations etc in short we are the experts and curate identifying trends and curating content for the masses of India we do it day in and day out we've done it for the last 55 years and we welcome all of you to partner with us on our journey in serving India thank you any questions you said that seven percent of videos are washed in English so what is the percentage for English for example sorry I didn't get the question seven percent is English yes what is the percentage for English English yeah I'm sure it's higher but I would I don't have a statistic honestly I'm sure English is definitely higher and I guess that would be one of the ways in which you know you can reach out to masses it's not only English it's probably Gujarati plus English or Bengali plus English or Punjabi plus English you know would definitely be more mass and those could be innovations which you know serve India you do a lot of regional content can you help us understand what are the structures and processes you have put in place to make sure the content pipeline is robust I'm sorry I think the mic is not very clear I'm not able to understand the question what I was asking is you do a lot of regional content yes so can you help us understand as an organization what kind of systems and processes you have put in place to make sure that your content pipeline is robust so in terms of so I would talk about my organization even in regional today the content which is reaching the masses is the more organized content be it film or television content or content which is in a traditional format but on digital platforms I think the probably the question is a little more specific and may vary to vary depending on the use case or the brand involved and we could take it offline any more questions okay thank you so much thank you very much Ms. Gara please stay with me as I invite Ms. Neha warrior vice president sales India Mirya to kindly present a memento to Ms. Gara thank you ladies