 The next session, it's time now for marketing leaders panel. The topic is why brands need a voice strategy. The session is going to be about consumers in India that are adopting voice technology at record rates and brands must keep up or risk losing out to competitors. The panel will discuss how brands should utilize voice assistance technology to deliver customer experiences that are actually helpful. Those taking part are Anushka Shetty, chairperson and group CEO, great in great group India. I also have Ajay Dhan, a joint executive president, head marketing, ultra tech cement, Aditya Birla group joining in. Gaurav Jeet Singh, general manager, media, South Asia Unilever. Mohit Bhaitra, co-founder, air pollution action group, Ravi K. Sharma, vice president, Revenue Ghana. The session is hosted by Ajay Gupta, CEO, South Asia wave maker. I'll hand it over to Ajay. Thank you. Thank you, Ravens. And a very good afternoon to everyone. Thank you for being here today. I am Ajay Gupta, CEO of wave maker, South Asia. And I welcome you all to our panel discussion on why brands need a voice strategy. Voice technology has offered a convenient and intuitive mode of interaction for millions it has democratized access for those who cannot read or write. In my personal experience, I have seen some amazing examples of how voice has been used. It's your driver who will no longer be typing where his destination is on the map. He's saying it out. If the blue collar worker, the plumber, the paint, the carpenter who's sending you voice messages on WhatsApp password and typing out these messages. Voice has allowed these people to communicate using technology without, as has moved all the barriers for them. On the other hand, you have the younger generation. And here I refer to my 14 year old son, his voice to communicate with search. He is never typing what he wants to look for. He is just saying it out and trying to get what he wants. When he's looking for movies, he's just saying out the movie name and he's not typing it out. This is the generation of the future. And like my son and his friends, this generation is going to depend more and more on voice. To effectively communicate with consumers, brands need to embrace behavioral changes like these that consumers are going through. Hence marketers need to study the impact of voice technology on consumer behavior and should adopt it to make their efforts more effective. Brands across various categories such as CPG and travel have already started integrating voice assistance with their consumer service to help customers. Consumers today are using voice tech to order food, to get directions, to make reservations, book travel, et cetera. AI and machine learning would further assist businesses to enhance customer experience and improve ROI. Earlier today, you heard Neeraj share key insights from decoding the voice box, a report by Group M in association with Exchange for Media and inMobile. To download the report, you will find some excellent examples of how brands have effectively used voice tech. We will be discussing some of those examples here today with the experienced marketers who have actually implemented those examples. So, panel, hello everybody. Great to have you here and a privilege to be talking along with you. So, I'll start with you Gauravid. Hi. Gauravid. Hi. Gauravid, you guys have, you nearly were being fined five years ago and you've done some really great work right from many years ago and there's so many examples that have been quoted. I have a few questions for you. How practical is voice application and how can this be diversified across brands, businesses and brands? Could you share some of the examples, some of the wonderful examples that you put together in the past? First Rajay, thank you. Great meeting you and you know, I think more than practicality is the necessity of voice that is driving a lot of our use cases. Rajay, if you really see where there was Kankariwa station that we did around Gurdavore, leave me as back like you mentioned, what you're leaving on Sunday and back. Essentially, the big learning is that there are the paradox of how you reach consumers or media is pretty startling and like you mentioned your sons. People like your son can only possibly reach to audio gaming interface in a lot of cases compared to somebody in rural India who you can only use to reach through mobile devices and that to voice. I think what is the practicality of this use cases around four or five vectors that I felt are important that you keep in mind. The first one is more to do with this paradox that I talked about where consumers can be reached and can't be reached and it just makes it possible to reach consumers using mobile devices. I think the second big vector is always putting together my thoughts before this was that if you really see there is a big move where technology is caught up with the need for audio. So if you really see how things evolved and radio came in maybe a year before cinema or cinema came a year before radio did but what really happened is that what caught up by 1927, Gurdavore, 30 years after radio was when talkies came in. I think what we forget is that audio video experience is pretty complete in itself but what video makes you do is to think a bit more about the content and create your story in your own mind. So the practicality from a consumer point of view is tremendous because what they are looking to do is also be part of the creative process because when they hear video they are essentially creating what a director would do in an audio visual interface. And thereby it becomes a part of their life. So I think that's one big practical reason to really deploy voice at scale. And for us it's about going to consumers at a modern pyramid but we're also finding use cases now at the top of the pyramid where with apps like Clubhouse or even with the kind of interface that Alexa allows for with the skills that it allows you to evolve it really builds in another muscle where you can really give great consumer experience at a fraction of a cost because in the past that experience would have needed big large call centers where people would sit in and in spite of all the training you would have a very, very mixed experience for a consumer. And I think what technology catch up on audio allows you to do is to create some really powerful experiences for consumers in pretty economical ways. So I think it's hugely practical and made more practical now because of technology. I hope I answered your last question. Yes, yes, yes, thanks very much. I like going across the entire spectrum of reaching out to those who can't and those who choose to use voice. I think that's a very interesting way of being able to manage it. My second question is for Ajay, Ajay Dhan. Hi Ajay. Hi, good afternoon. Good afternoon. Ajay, we are seeing the increase of attention to voice-based investment from various brands. Why is it necessary for brands to have a voice integration into it as well? And with your experience, do you share how you've been using voice to build customer responsibility? So I think from our perspective, the way we look at it, I think voice is genuinely a fairly basic and from my everyday basis, human perspective, it is the preferred medium of communicating and to each other. The question is technology is only catching up to it now. So far, I think the main medium was being used as text and other mediums. Of course, the two preferred mediums that I got to talk about are the audio-visual mediums. And therefore, I think it's not a question of why voice. It is the technology catching up to something which is fairly basic and fairly fundamental in how we communicate to each other. It's just catching up to that. From our perspectives, I think we realize that there is one, the entire access piece, from an audio-visual piece, only two-third of India has the direct access on video, on television and so on. And I think about 70%, close to 65% to 70% of our market, which is individual home builders, comes from rural India. And that's the market which is growing, I think triple the pace of rest of India. So reaching them, so that's the access point issue. The third piece is India is vernacular. And again, there, I think technology hasn't caught up as much, but voice helps bridge that gap across with us. And the third and last piece from our perspective is what we realize that audio and voice, I think stays far more. Contrary to most belief, I think even more than the visual memory, it stays much more with consumers is something that science tells us. Then there is something which is very specific to our industry, which is cement and home builders and people who are building homes for the first time. India is no longer home building at the retirement age, our parents' generation, 60, 65. Today, home building is happening at 35, 40. Now, here's a person who's building the biggest project of his life, doesn't have enough life experience, does not have knowledge, does not have trust who to go to, and therefore needs hand-holding and assistance. And the wonderful and interesting use case here is, he doesn't even know what he doesn't know, right? And such a case, asking somebody to even search for content is basically throwing him at the deep end. Versus that having a conversation, having a voice-based conversation with somebody, allowing somebody to interact with you, I think it's an interesting use case that we've figured out which is unique to our industry and maybe similar problems elsewhere. What we've seen is that we've deployed this at a fairly, and we've not gone at the shiny end of the scale, but even very basic things like OBD, et cetera, that we've found, we've seen a very significant business results coming out of those for the four or five reasons that I talked about. We have uplifts upwards of 20 to 30% among these consumers coming our way. And therefore, to us, it is more, some of the suppliers catching up and the technology catching up, what is the essential India consumer need per se, and marketer need to communicate to them and interact with them. Thanks, Anjaliya. And you're so right, you know. The reason voice is so intuitive and people are able to get onto it so easily is because that's what you've been used to. You've been used to talking to each other. And the simplest cases, if I were to be typing out whatever I'm telling you, I think it'll take me four times the time, right? And which is why I think your driver or your son or anybody, it's just intuitive, right? We are just discovering what is sitting on our nose, which is that that's the way almost basic and fundamental means of communication. Okay. And you know, I think you made a very, very valid point about youngsters being actually getting into building homes today. It's such an important insight really. And at 60, you have so much more understanding and learning and so much you would have seen which you put into play. But at 2035, you need that much more assurance. And what you're doing and guessing is really helping with that. So that's a fantastic example. Thanks, Ajay. You know, talking about voice being intuitive and audio being a very strong mode of communication. We have with us Ravi, who's with Rana and voice and audio is his main product. So hi, Ravi. Hi, Ajay. Thank you for having me here. Thanks, thanks, lovely having you. Question for you. So give us some insight here on how consumers are engaging with Rana because I mean, you have all those insights here. Your whole product is about voice and audio. And I believe you've integrated voice into your product in a very strong way. So do share some insight with us. Sure, thank you. Thank you for having very excited, you know, to push voice and audio as a part of the medium. So I think our journey started a couple of years back and then one of our consumer researchers, you know, we found two key aspects of consumer behavior, the way they were interacting with our app. And the first one was that not everyone is very comfortable typing in a five inch mobile screen, you know, when they're looking for content. They would also not be very conversant in, you know, spelling, artist and songs. It was really confusing for them. It was kind of a friction point. And the second, you know, challenge that we had was, how do we keep our users engaged during their busy moments? So when we have a list of the music, you know, we may be cooking, exercising, driving. How can we empower our users to help them search for content when they're doing the secondary app? And we saw an opportunity early on in voice to enable sort of a seamless human centric experience for our users to discover content natively through voice search. And we launched this feature about a year and a half back and we've seen like fantastic adoption, you know, month on month. As of now, as we speak, I think close to about one third of our searches for content on Ghana is driven through voice search. That's like massive, like 30 million searches a month on an average. We also, another interesting insight that we have seen is that we have noticed a higher affinity, obviously in young adults, you know, that 18 to 34 demo are the voice early adopters. So they're driving close to about 50% of our searches. But there's another segment at 35 to 44, what I call mature adults. I think there is a solid adoption on that front. So close to about 30% of our voice interactivity is happening. And then there is this subset of senior citizens or 60 plus, you know, I think they are also using, but largely it's driven through devotional content and those kinds of searches. Another interesting insight, and when I was pulling those numbers, you know, assumption was that there was higher adoption on urban centers. You know, I think it's completely democratic in terms of voice adoption. I mean, the top cities that we have seen, you know, in the Hindi speaking bed, like Aligarh, Raipur, Bhopal, Dehradun, well, these are the cities that we're seeing a higher adoption of voice service searches, and which is really interesting, you know, and people in these cities are also, you know, using voice as a utility and aid. Finally, I think the last insight was again, you know, obviously on our platform, males and females skewed is definitely skewed towards male, but within the female consumer base that we have, the adoption of voice is higher compared to the adoption of the males. You know, that was a really third interesting insight. So I'm guessing, you know, women sitting at home or they're doing, one activity, music is in the background, they use voice to kind of feel into the mouth. So I think those are a couple of really interesting insights that we have noticed in the last part of the year or so. Amazing, amazing. And I can totally get it. You know, you're doing something else, music is in the background. You're saying out what you want, you don't need to actually go and type it in. It makes no sense. And 30 million searches a month is quite a decent, there is a number to do. Super, super. So my next question is for Mohit Piyotra and Mohit, you know, having heard that, you know, with the rural sections and those who are struggling to read and write and who are necular is a therapy where voice is extremely important. And the kind of work that you have done as part of the anti-revolution action group is amazing. And being part of the league, staying in the league, I myself and my team is also grateful for the work that you've been done, that you have done. So do tell us a little bit more about what you did and the results that you've worked on the future. Thanks, Ajay. So this is actually an example of something that maybe used voice in the battle against stubble burning. For those of us who live in Delhi, we all know in Punjab, there's stubble burning, Haryana, et cetera, lots of stubble burning in the winter which causes all the pollution in our lives. So we work with the Punjab government and our emphasis is on convincing farmers to basically adopt non-burning methods. So there's a whole strategy around that. And there are numerous farmer outreach last year. In fact, they even backed a mass media campaign which is an attitude change campaign. But there was one specific opportunity for which WaveMaker came up with the idea and I think it's a brilliant idea. The opportunity is that there's a bunch of farmers we figured through research that there's a bunch of farmers who want to adopt non-burning techniques but have a series of questions, just don't know who to go to. And the solution that we deployed is something called Emsambad. I don't know whether the viewers on this session are familiar with Emsambad but it's basically a dial-in solution where up to 25,000 people can dial into a number at a pre-assigned time and actually get connected to a central call. So the idea that we went with was to connect professors from Punjab Agriculture University who are experts with farmers so that farmers have the chance to ask them questions and get clarifications. Last year, basically since we worked with government our intention was to actually demonstrate to the government that this is a channel worth pursuing. And so therefore we did a very small, I think we did four such sessions. The results were very, very encouraging. So just to give you guys a sense about more than 15,000 farmers over the four sessions actually dialed in and listened to a professor giving Gyan which is significant. Second, if you look at Emsambad, typically brands use it for brand slubs and stuff which have very short messages or typically the interaction is less than five minutes but because ours was about disseminating information we actually went with 30-minute sessions and the great news is that the data showed that there was a very high retention over 50% of the listeners continued beyond the first 10 minutes which is the big break about 20-25% of the listeners actually listened to the whole thing. Subsequently, we did some calling out we did a calling out exercise and we found to our, I mean we were gratified to find that farmers all responded positively to it. The great news from all of our standpoints not ours but all of us who live in the North and struggle with air pollution is that the Department of Agriculture of Punjab recognized the relevance of this opportunity and they've agreed to actually back this. In fact, this year the plan was to start using it from April which is when a series of farming decisions are taken unfortunately COVID happened. So we are actually gonna use it the product in September onwards around the burning season. And the big difference is last time we didn't use a core functionality of the product because well I was scared. So we didn't do the live thing so the interaction was not live this was a recorded piece from a professor talking answering questions which we planted. This year we wanna go to the next level and actually run live sessions and see how that works. But really from our standpoint the great news is that the Department of Agriculture is actually going to push this hard which means that there is an engagement between Department of Agriculture and farmers and hopefully will convince guys not to burn. So as part of an overall strategy this voice product plays a crucial role because it's probably the most effective way to disseminate information in an interactive form. The same information has also been disseminated over videos and stuff over social media and things. But this interactivity is what we believe is the killer app that the voice this product M.Sambad has allowed us. I hope that this thing Ajay is that does it answer your question? Yeah, it does work. And I think is a fantastic example of how you could use technology to do good. And this is such a simple insight and a big challenge that we in the North face and even a small difference if you manage to make if it's a big one. That's true. That's true. You all live longer. By the way, you're a hero in my office. So thanks for that. Coming to Anusha. Anusha, are you there? I'm very, I'm very much here, Ajay. Hi. Anusha, try without the video. I'm guessing I can't really hear you. Can you hear me now? Yeah, a little bit. Anusha is hit by the monsoons in Mumbai. I was wanting to ask Anusha about really how she's managing from a creative perspective being part of the creative agency that does a lot of work. How are brands asking for more support here and how she's managing to support them? But I guess it's the way... Ajay, can you hear me? Ah, almost. Ajay, can you hear me? Yes, now. Yes, we can hear you. No, she's there. No, Anusha, it's okay. I think it's fine. Anusha, we'll move on. We'll move on, Anusha. I think your connection is really bad. Burjit, I'll come to you now again, once more, because of the experience that you've got and like you said, you've been across the spectrum. What additional efforts do you believe the ecosystem needs to put together to build for voice to be more effective for marketers? So how can the ecosystem support you better in your efforts to use voice for marketing? First, I must say I love Burjit's example. I'll speak to him later on learning more of it. I just love the whole purpose behind it and moving after it at scale. I think that's the starting point of everything on voice, Ajay. I think rather on any media interaction or any media deployment, it has to start an objective. I think where a lot of ideas fail early is that they come with the newest shiny toy in town and you have to do it because it's there. And what I found is a lot of growing teams get on to that bandwagon very early and lose trust in that platform. And then it becomes a very long haul to bring people back. I think for big brands and even smaller brands, for that matter, what's very critical is to really get on to the technology with first, what problem are we trying to solve? Are you trying to get, for example, global trend that Ravi mentioned is pretty common that younger audiences increasingly are becoming difficult to get through broadcast mediums. You need interactive voice based mediums. Invariably work out much better. Social media does work out better. But audio, because it's a board generation. And with the board generation, the only way you can get in touch with them is on platform where they're choosing to be content like Adana as a platform. And that's where they're choosing to listen to the music or for that kind of people like Joe Morgan who have taught the world how to monetize his conversations that he's had over 10 years, right? And $7 billion worth of monetization at that. So I think the first point is start with the ecosystem needs to start thinking, what problem are we trying to solve? And where I struggle is with a lot of the ecosystem partners, they come in with a pitch to say why this is the big shiny toy. I think the second piece is which Anusha would have possibly thrown a little light on is this creative angle to it, you know? Because you're using only one vector of a memory structure which is essentially sonic. Sonic branding is used to be, how we used to be for many years as brands. So if you look at the surf excel, for example, saying, you know, self key, that means I'm here. You didn't need to, you didn't need anybody else in the whole imagery would come to your mind very quickly, right? So what are those sonic branding elements that need to get built? How do we process sound? I think there's so much work that needs to get done around that area for brands to really truly understand. You know, the voice that you hear in a surf excel ad is invariably a certain, has a certain grunge to it. And it's almost like a signature style. How do you really get to those sonic signatures very important? I think the third piece that's happening is this piece around, so the first angle was about which problem you're trying to solve. Second is about how to get the creative right for audio. That's where a lot of pieces need to get solved. And the third one is this measurability of impact. And I think we heard various are vectors to it, whether it was Moets or Ajiz example, is this what impact you've had? So we've done a reasonably large internal platform called Javelin, which essentially is, what we have done is we just put everything into one big massive, you know, OBD based setup where we go by district based on uplift, rather based on the over indexation of mobile as a device to reach consumers and we deploy a large OBD plan every month. I think what we have found over a period of time is that whether we go after, for example, there's a case where we went after households that have got gas connection. Now suddenly, Wim is a pretty relevant way to wash your utensils rather than ash because ash is not available anymore at home because you moved to LPG cylinder. And it's a great way to get Wim into that household being the largest single brand in India, by the way, not only in the category, in India in terms of absolute levels of compromise awareness. Now, if you really see, you know, that solve is possible because of OBD and because of layering multiple data sets. And that's the third angle of it. How do we really solve by technology around two pieces which are supply-side problems? First supply-side problem is voice and one angle to voice is language in India. You know, while most languages, you know, we have a lot of exchanging every 100 mile, but what is very clear is that still, the only language that we truly, truly correct is India. You know, maybe 90% accuracy, almost all our language is pretty nascent. And for obvious reasons, because of just the scale, the sheer number of people you can reach and the amount of rural population in India. I think that's one supply-side problem that needs to get solved of the ecosystem to be able to really discern dialects, languages in more than India. The second piece is content creators who essentially, so you have influencers today at scale on audio, video, you have on social, you have lots of influencers. There are very few who are audio influencers. The ecosystem will involve, there would be broad podcasters, there would be rural podcasters who would become voices of the Amin Sianis of today, so to say, who would be the voices of tomorrow? How do we find them, support them, create them, and how do we make them our own, right? So if I really cut it down to these three vectors, which is content, the second piece is starting with objective, the content, which is how do you get sonic branding and third piece supply-side technology and the creators. How do we get this ecosystem together with time to solve these problems that are top of the pyramid where people are choosing to listen to voice and at the bottom of the pyramid where they have no choice but to listen to voice, right? And I think when that happens, the interactivity of that piece will give us great advantage and really bring and democratize the advantages of technology penetration in the country because we know that as these two penetrations go up, there is a certain addition to GDP, there are numerous numbers floating from 0.5 to 1% added GDP for technology penetration. And I think voice will play a very big role and I love the example that Mohit had and I'm sure there's so many other examples that we can empower by voice. So for me, these three vectors will be the big ecosystem drivers, Ajay. Thank you so much. Yeah, you know, if it's not true, you need to have an objective, why are you doing it? And if that is clear and when you have set that objective and you do something and then you map your success against the objective set is when you truly know whether what you've done is working, getting the content right, getting the creators right, all part of the ecosystem, which are extremely important. What I'm glad is at least, you know, we are now talking about examples that we're sharing and that's how it grows. You only learn when you experiment and I think that has been true of every new thing that has come into play. I remember digital many years ago, 15 years ago, 10 years ago, we used to always have conversations on why do we need to do it at all? And only when we made those investments and there was learning and then there was history to it, examples and people knew how, you know, what kind of effectiveness to expect from an investment is when it started growing and it started coming. So it's great that we're actually sharing these examples and I'm sure in that itself there'll be a lot of learning and a lot of tools in an extremely important mode of communication with our consumers. Ravi, in Ghana, I know you have a lot of advertising. If you can hear me? Yes, we can. Ajay, can you hear me? Yes, we can. Before my network goes bad, I'm happy to hear you. Yes, it'd be lovely if you could share with us some experiences on how you've been adapting your creative product and using it for experiments in voice and some examples that you could share. Sure, Ajay. I think, you know, creative-wise, I think, you know, the number of ideas an agency like us or anybody else, I'm sure, can learn from the ways is unimaginable. Ideas are plenty. I think we really need clients to be able to be to something voice because there is a lot more doubt in a client's mind about penetration levels of voice and, you know, whether it does justice, whether there's a better way to spend money. So there is a lot of questions in a client's mind, but there's so much to do with voice and I loved everything Mohit said, the whole interactive bit, and that's really the beauty of this. I think voice is many different ways, you know? This is really nothing to do with, you know, the creative, the brand position or the creative. Now, what needs to be done at end level or at the end level needs to either be happening. Voice is all about manifesting that into this and taking it to consumers. There's just no way to reach a consumer, a new age consumer who's leaning towards voice, really. You can use voice, write your brand message. You can use voice to support your brand. One example, one of our client, Panteen, the shampoo stands for anti-hair fall, right? While we choose to run TV and many digital campaigns around anti-hair fall for Panteen, the new voice to support that whole space that we are trying to own. We know that a consumer is forever looking and searching for ways to stop hair fall. Hair fall is a big chance when it comes to women in hair therapy. And she can use and clarify what the, and you know, very easily Panteen can own the space of hair fall, in those quails, answering those questions, solving hair fall related challenges and issues for the consumer. And in integrating the whole advanced formula that Panteen stands for, which is really convenience, right? The consumer can use many home recipes and try and use, can use the advanced formula with Panteen because it's a convenience of using that shampoo which still prevents. So many days, I must talk to you about a recent example of using, you know, voice to actually trigger inspiration within creative minds within our agency itself. It's used as a internal comms to, you know, we built a little solution around it, from through tasks for creative guys around voice, around many other, you know, all the creative person had to do was really ask this voice, and I would throw a task at this creative person, not just throw at the person but also in five person and do something really extraordinary with the creative idea. The more you joke, it could take questions in return from a creative person and the creative person to actually think of something. I thought it was a beautiful way to actually get everybody to start acting with voice and to feel the power of voice as they develop new ideas, many things to do. I think this is the space that the new generation is leading to, you spoke about your 14-year-old son, what comes naturally to all of them really, and this is the future. So the sooner we might use it and do extraordinary stuff, the better for all of them. Wonderful, Anusha, fantastic that you managed to finally get a little bit of bandwidth and it was absolutely true to the session of your voice and message. Thanks, yeah, absolutely, thank you. Great, thanks a lot. And you know, I was asking Ravi about, you've got some advertising products on Ghana. Could you tell us a little bit more about that and how it has been used and the effectiveness that you have seen? Sure, so I think advertising has been always been about connecting with consumers on their terms. You run with changing user preferences, clearly those terms and conditions are changing. Voice advertising is still nascent and it's a new way to reach out to people in a very native intuitive manner. So we launched voice ads about a year back and we believe that timing is perfect. We are talking about increasing screen fatigue that we're noticing. I was reading some research in the US on an average a person gets about 5,000 ads on his mobile phone a day, increasing ad awareness. So, and most ads are unidimensional. Voice ads or voice dialogue ads are allowed users to speak with ads, literally having an emotional conversation with a brand. It's a two-way messaging. And I think our research kind of says that people who are likely to remember and respond better when there is always, when something is verbally stated to them. And that kind of helps us really empower that piece of communication for our brands. We're also kind of solving the kick-toons on audio ads. So typically audio ads will always have a, someone will have to open the phone and click, but with voice, intuitively you can reach to a landing page for a brand or go to a place. And in this manner, kind of, you gain more insights. So over the past body of, I mean, we have been selling pizzas and chocolates and, you know, banking solutions as well as cars. So different categories of experimented, QSR, tech, auto, CPGs. And we believe that it's a really frictionless environment to reach brands and users. And you can immediately measure an intent with a yes or a no. The moment a user is interacting, you kind of measure, is an immediate response to an ad. It's completely less intrusive and a brand gets to get, you know, 100% shareable. So I think these are really compelling factors for voice, you know, ads to be considered as a strong and powerful union. And we have been, I'll be happy to share case studies if anyone's interested, or some of the campaigns that we have done. Wonderful. Thanks, thanks a lot, Ravi. And we've hit time. So we will end now. Thank you very much, everyone. Thanks for your time. Mohit, Ajay, Gauravjit, Anusha, Ravi. Thank you so much. Lovely insight there. You all have a very good evening. Thanks, everyone. Thanks for joining us. Thank you very much. Thank you, Ajay. Yeah.