 Ladies and gentlemen, with that note, it is time for us to get started with our first keynote speaker of the day, Mr. LV Krishnan, CEO Tam Media Research, who will be talking on insight session outlook on SMB advertising intelligence trends 2022-2023. So with this, let's give him a huge, huge round of applause as we welcome him on the stage. Come on, audience. You can be much better with that. Get more energy. Good afternoon to all of you all. You know, just a couple of days back, I came across this media report which said the fact that almost on 30,000 brands in India connect with 80% of the consumers in the Indian market actually. And these 30,000 brands are small brands. What it said beyond those lines was the fact that today the brands from Bharat are walking shoulder to shoulder with those multinational brands which came around 50 years back or 60 years back into this particular country. And that is an enormous pride for all of us actually. And I believe the fact that when I take you through this presentation and went through the data, a huge amount of data that we collate on advertising trends across different platforms, some of the brands and some of you all with owning those brands sitting in this particular room in the next decade will probably be among the top 100 global brands coming from the Indian market. So it's an additional pride for this forum to have hosted 10 years before that happens to be sitting in the same room and talking to you all. So with that, let me take you through some of the things that we found in the data. There's a huge amount of insights available actually. I just culled out a few bit of it to take you through what it looks like as the new era of Indian brands emerging into the global market. So what we're doing basically is focusing on three things. Why the focus on SMB in an advertising spend arena? Evolution of how this SMB advertising has happened on the addicts level. And we picked up one of the category called spices to see how it has emerged and what kind of competition exists within that particular category itself. And you'll be amazed to see the fact that while we talk about competition in categories like shampoos and soaps led by multinational brands fighting it out, even in a category as small as spices actually, you have so many Indian brands that are fighting for the consumer's attention. The reason for focusing on SMB of course is the fact that today it has almost on six and a half crore players playing out in that particular market in different categories occupying different consumer segments and in retail stores as well as in the income space. And definitely it's one of the biggest one that is contributing to the Indian GDP growth rate. Apart from that, it's the entrepreneurs who are pioneering these products or energizing this particular categories that are leading the way, creating employment as well as of course the new businesses that consumers are interfacing with. And Government of India has already recognized that. But the most important thing that we want to leave behind here is the fact that the SMB market penetration has grown multifold during and post the COVID scenario, primarily probably led by the ECOM platforms that have come in place and allowing them to transact the goods business over a larger pan India market. So when you look at advertising at an overall level in the last one year, it's around 74,000 crores of money has been spent on different platforms, television, print, radio, digital, etc. But when you start breaking it down, there is a very interesting element of surprise that comes in action. The minute we talk about 74,000 crores, we think about a unilever or a proctoring gamble or a hero motors advertising in a big way. But what you're seeing is basically 47% of that 74,000 crores is led with only around 0.03 advertisers of a scale of around 500,000 advertisers, just 0.03% of advertisers actually contribute to 50% of advertising. There is a 1% of set of advertisers who contribute the rest 38% and the long tail of 99% of advertisers contribute to 15% action. And SMB segment comes within this 38 and 15% it's broken down into either both these two interfaces action. In a large manner, the growth that is fueling advertising and making advertising spends look as big as 74,000 crores is largely coming from this 99.9% of advertisers who are energizing different media to build their platforms and create content and serve consumers or engage consumers with entertainment and information. What we did was that with the forum, we picked up 600 of them actually from that long list of SMB advertisers and which are spread across 350 categories and 400,000 plus advertisers and we looked in depth to understand what is actually happening with them actually. Now if you break this down over the three years 2019, 2020, 21 action, the green section of the bar stack bar is actually the SMB contribution to advertising and the rest comes in the yellow bar actually. Each year they almost contribute to 5 to 6% of advertising which is almost on 4,000 crores. So if you put together all the SMB brands actually, the 600 brands that we have put together, we have listed down, those 600 brands contribute to almost on 4,000 crores out of the 70,000 crores that are being spent on advertising. During 2020, they actually collapsed. So in 2021, they have recovered back very well. So when you compare 2021 to 2020, which is the green section, you see a 29% growth rate. But when you look at 2020 compared to 2019, they're still lower than the 2019 total volume of advertising spends in the country. So for 4,300 crores that they spent in 2019, you're still around close to 3,000 or 3,900 crores in 2021 actually. If you look at categories, these SMB sector comes in out in the 600 SMB sectors come in action, a vast action. But if you look at the top 10, which is contributing to bulk of the spends, which is around 40 to 50% of the spends actually, you see Ecom sector, retail and education sector, and dominating across all the platforms, whether it's to take TV, print, radio or digital, retail and Ecom largely dominates that particular one. And one of the key categories that is emerging from that is also spices. A home grown locally produced products, traditionally produced products have become one of the largest advertisers from this particular category of genre of advertisers. Besides of course, you see besides Ecom, you also see retail outlets advertising specifically the jewelry category or textiles and clothing category. You see students focus in competitive exam centers advertising. And of course, you see home products slowly coming up in a big way. If you break the pre and post of pandemic and look at how advertising has actually happened, there's a big bounce back that you see towards the end of the year. So the yellow bar, yellow stack is basically the October December period, which is a festive period. The July September period is the light green, April June is a dark green, and the red is a Jan March period between 2019, 2021. Across all the phone, key mediums, print, TV, digital and radio, what you're seeing in 2021 is there's been a big bounce back of advertising in the last quarter of 2021. So that portrays what kind of growth one is going to expect in 2022 and as we go into 2023. 40% of advertising is actually happening in that particular period compared to the previous years for the same quarter. So let's break it down further now into television, print, radio and digital and see what's exactly happening. Some key nuggets. The interesting thing with S&P advertisers is how they focus on television, very, very focused in terms of the kind of genres that you want to consume and what they want to communicate in terms of messaging. While if you look at on the left hand side, the overall advertising scenario, which is primarily focusing on genres like movies, a bit on news, which is on 20% of money being spent on news, and then the rest of the genres come in. So the S&P is very clear than who their audiences are actually. Most of the audiences are on the news platform. So 40% of spend is actually happening on that side. And then of course followed by the feature films that comes as a second segment. If you look at the kind of advertising they are doing, because of the sharper messaging that most of the products do in the S&P sector, the duration or the commercial durations that they use is also much shorter. So they know the fact that consumers have very little width of time that they connect with on advertising. And therefore their focus is very, very, very clear. Most of the advertising happens, if you look at the lower section, which is the S&P advertising, 43% of advertising is in less than 20 seconds. While at an overall level for advertisers, it's only 26% of advertising which is less than 20 seconds, actually. If you think the fact that S&P advertisers don't have the money to spend on advertising, you're wrong. Look at the celebrities that they've used actually. They've used like a Goldi Masala using Salman Khan or Amitabh Bachchan or a Ms Dhoni coming up as brand ambassadors actually. So there's been a major usage of celebrities to get messaging across to the end consumers. So they're not falling short of seeing how do I connect with consumers and make my brand presence connected with consumers effectively in nature. If you look at the number of endorsers that's been used by a S&P sector, among the 600 brands that we picked up, there's almost 100 odd brands that have used endorsers in a significant way. Which is almost one-third of all the advertisers who have used endorsements from celebrities during the course of 2021. If you look at the digital side, there are 165 web publishers that have used. While YouTube and Facebook are large platforms that are used by S&P significantly. But money has also gone into various other web publishers to get eyeball transactions. Although later on, I'll show you that digital advertising among S&P is lower in lower proportion than the regular advertisers. Most of the money is being spent on traditional media, TV and print. Because they're getting a continuous feedback from consumers on how they're connecting back with the brand. There are 200 plus categories that have actually used S&P in digital platform, in S&P that have used digital platform. There are 345 advertisers that have used it and around 1000 odd brands. So digital is a little slower in growing within the S&P sector, but it's definitely taking shape in a big way. If you look at categories using digital in the S&P sector, we saw is using traditional medium among the S&P sector. You see traditional medium being higher. Around 270 plus brands using traditional media compared to 200 brands have used, 200 categories have used digital. Even if you're looking at brands, around 2600 brands have used traditional media. We saw only just 1000 brands using digital platform. If you see the big brands, categories and advertisers using digital platform, see a lot of education or edutic brands, rental products, like what you see over here, the Ecom home interior furniture, which is for Lanco, using almost 7% of the advertising on digital platforms. So you see a combination of education, Ecom and rental companies using digital as you head into 2021. And if you break that down between video ads and display ads, which is more or less similar. So unlike regular advertisers, which have a skew towards display advertising on digital, there's a huge amount of focus here on the video advertising to get communication of the brands through very, very effectively on digital platforms. And between YouTube and Facebook, which takes a larger share of the advertising, it's not very, very different. Most of the advertisers in the duplicate too between Facebook and YouTube. Although there are very clear separation to action. You see brands which are also very aligned to specific platforms, specifically when you go down the order in categories like spices, etc. Between digital and traditional media, at this point we are seeing a 20% overlap, which is lower than the regular advertisers overlap between digital and traditional media. If you look at print quickly, while print gets most of its advertising from north and to certain extent from west market, SMB advertising on print has largely been heavily focused on the south zone market, actually. South has become one of the biggest contributor to print advertising from the SMB sector. That's also because of the fact that the retail category is big in south, much bigger in south than in west, north, and east. Language wise, obviously, therefore, because of the skew towards south, south language becomes an important platform for publications to look at. And festival advertising is a big thing among the SMB advertisers. They use festival applications to push the brand very effectively, and the returns also been pretty good for them during this period. That's why you see October, December being a key element of a period of advertising. Plus, at the same time, the media makes specifically print heavily being used during the festive sign. On radio, again, you see from among SMB advertisers, south becoming a very, very strong contributor to the overall advertising of SMB on an all India basis action. And in radio too, just like on TV, you see shorter duration advertising, clear branding coming through very, very clearly for SMB sector. So that's why we lead on to the spices as a case study to give an idea about how brands are using media in a significant way. And we picked up this because it was among one of the top five categories. And we also saw this category, bustling with competition in a significant way. So if you look at this category, you see digital and print, very, very small component actually on 6% action. Bulk of them is largely into TV, which is two-thirds of them are on or three-fourth of them are on television. And another one-fourth of them close to is on radio. That's on a very, on a localized level basis. If you look at how things have changed over a period of time action, print is the one which has degrown. But although the digital may have been just 4% of the overall value wise, the growth seems to be pretty significant in nature. Digital has grown by almost 172 times, unlike television, which is around 27%, or radio to around 14% growth rate action. So digital is growing effectively within this particular category. Brands are attempting digital and trying it out and seeing whether they are, whether they are giving me the ROI, same ROI as what television has given me, or radio has given me in nature. But they're not gone completely switched over to digital. And you'll see that in the next slide, where you'll see presence across all the four mediums by most of the brands actually. So if you look at SMB categories, print and radius minor declined in 2021, and TV and digital is where the, we see the growth in ad spends are happening. And this is one of the most competitive category that I said. So if you look at the big brands, like a Shivam Goldy Masala or the Shakti Masala, all of them are jostling for space and consumer attention in nature. And because there's so much of competition, that spread across media is pretty strong in nature. So they're not isolated to one single media and saying the fact that's where our focus will be in. Most of these brands try to focus on all the medium and trying to connect with wherever the consumers are getting available in. So if you look at the top 10 brands, they almost take away around 74% of spends on television, almost 90% of spends on print, almost 92% on radio, and almost 99% of them on digital. So although the category may have something around close to 30 odd brands in terms of competition, it's the top 10 brands that are dominating, advertising in a significant way. If you look at some of these brands, like Shivam Goldy Masala, over year to year, from each of the medium perspective, most of the years, most of them have grown actually when you compare it to the previous years. So in terms of ad volumes and ad spends, there's consistent growth rate that is actually happening. And at the same time, what we are also noticing is that because the distribution has democratized the brand availability across markets, the need to fight in the marketplace has also started growing, with continuous new messaging, new creative, as well as shorter duration communication happening significantly. So to end up this small nutshell presentation, if you were supposed to look at the growth of where advertising is going to be for the S&P sector in the near future, and what is their contribution going to be for in the next five years actually. We already know the fact that BSE is expecting or witnessing almost on 60 plus SMBs to bring in equity funds to this year, or the 2020 saw almost on 16 SMBs raising almost 100 crores plus in IPOs, and MSME is encouraging the fact that you all move on to the government marketplace. From an advertising perspective, this is what we are seeing actually. The SMB sector, which is marked in the green bracket of the stock bar, is actually showing almost around close to 14% growth rate next year, which is almost around close to 30% more than the average growth rate of the advertising industry, and a 12% growth rate year after, from 23 to 25 actually. While in terms of market share between SMBs and the rest of them, they will retain around 6 to 7% market share numbers, but growth rate is a much more faster growth rate than the average advertising industry growth rate that's happening. So this is a sector that we all need to keep looking at it closely, and it's amazing how they are making this happen purely with infrastructure support and brand solution supports happening driven internally by their own organizations without much external support. So that's what it is. Thank you very much for your time, and I hope you've leamed out some bit of information from this short presentation. Thank you. So we just requested you please join us on the stage. We've got a lovely momento to give away to you. So ladies and gentlemen, first up a huge, huge round of applause, and I'll just be stepping in, and if we have Mr. Oja, we'd love to have him on the stage, but if not, I'll just take the liberty of stepping in and giving you the momento if that works.