 He take away from the presentation that I made was that in today's polygamus age where consumer loyalty towards brands is reducing, the way that brands can grow is differentiation alone is not adequate for brands to grow. They actually have to be disruptive and disruption can happen along an emotional, a functional or a value platform but it has to be if you have to stay relevant for the consumers, today's consumer, it's not adequate that you are just a differentiated brand from others. So the theme of demystifying the brand building experience is a very appropriate one because brand building has always been actually almost a magical experience. It is something that is an alchemy of the heart and the head of creativity and formula. It is a combination of various things and getting it right is almost magic. This is a Pitsayama, I think it's one of the premier events. I think it's almost 14 years and over the years we have seen really great thinking and really great speakers. I wish it all the best and continue in this fashion for the next 14 years.