 The best content marketing strategy is that it should not look like marketing. It should look as an integral piece of the content and it should be a meaningful story or a meaningful proposition to the consumer to which the consumer is attracted naturally versus even the consumer realizing that there is marketing. In fact, marketing is best when it's like water, when it's not present or perceived by the consumer, in fact not even water like air. And I think if content marketing can achieve that, whether it's an informative video or an entertaining video, it can actually achieve that larger purpose to the consumer that it fulfills the real need of either being entertained or informed. And the product is weaved in extremely colorlessly into the whole story. I think that forms the best marketing strategy. You know, marketing has two aspects, right? What you spend on the creative and what you spend on the media. In fact, even in traditional marketing, you spend on the creative and you spend on the media. If the creative, and if you see the investment proportions, probably 10% is invested in the creative and 90% is invested in the media. Now, if the creative itself, the film or the content that's generated, even if it's a direct ad film, if it is superlative or if it's really, really good, then the effectiveness it delivers on the same media plan is massive. Similarly, in content marketing, if the content itself has turned out to be really good and appealing to the consumer, then it will find its own media and your consumer will turn out to be your media, which we now call virality in lingo and in jargon. But the whole thing is how do you leverage on the same media? How do you maximize on the same media? The multiplier effect is what a good content piece can give you. And I think with content marketing, you have a greater opportunity, a greater leverage because the piece can be a little longer. You're not restricted to your 30-second creative. And if you're able to get a great story going over there or a great piece of content which is meaningful and therefore the consumer itself becomes your media, it can definitely save you on budgets or the effectiveness of your campaign. So therefore the ROI. Digital as a platform has really, really evolved in the last five years. In fact, it's just in the last 18 months where it's become or tending to become mass. Content marketing before that was largely, you know, restricted to the television or the radio medium. And digital never, while people did experiment, it was really not giving us the same reach. I think now you can actually segmentize your audiences and therefore have probably 30 different ways, the same campaign ends, depending on whom you're targeting. So I would say digital as it becomes more and more mass will provide a wider platform to innovate and story tell for the advertisers. So I think even today the traditional media is too, too way too big, you know, for the digital media to affect it in a big way. Yeah, but the advantages of digital media in terms of targeting or, you know, innovation are way more. I think traditional media in a lot of cases is catching up and coming up with a lot of innovative ad formats. But I think still digital cannot, you know, match the reach and the noticability that traditional can give you. And when I say traditional, it's not only television, right? See the way print has innovated. In fact, there's a resurgence of print in the last five years. The way outdoors has, you know, been impactful. In fact, a lot of digital media is actually using outdoors to make an impact because beyond a point there is also a blind spot in digital. So while it is forcing the traditional media to be innovative, I think traditional still has a great place of its own.