 We have a very interesting panel here and the diversity of verticals getting represented on this Dias is amazing. So I think I'll quickly give an intro to this panel With the increasing demand for consumers attention brand needs to enhance their consumer journeys as they have a plethora of options to choose from Creating and deploying fresh content regularly is the key to keeping your audience engaged today Uncertainty and volatility have been the most used terms in terms of business arena over the last few years To the pandemic Well, this a number of brands are adapting the agile approach to marketing to keep pace with constantly changing consumer sentiment Agile marketing is believed to be is believed to leverage and help brands lead the next wave of growth For the business of future. I Got this by the way, so it's quite nice I'll move on to the question and I think I'll pose a very generic question to all which is the world has gone through a Trastic change. I firmly believe so in the last few years. I think most of us as marketers are we're gonna be in the era of pre-pandemic and post-pandemic and Predominantly, I think the outlook towards marketing or business in general itself has changed a lot, right? As the topics desk building agile building a playbook for agile brands has taken a newer meaning in lieu of consumer shifts in terms of marketing outlook business outcomes or marketers for view as well What are your thoughts on this topic in lieu of today's dynamics specific to your brand and we can go Sequentially starting with you on a trend repetition of agility that consumer expectations have changed quite a lot last few years especially post-covid and You are not looking for a functional solution you are looking a lot more from you as a brand and What can prepare a brand for future in terms of agility is the importance of purpose Importance of going back to the roots and staying relevant It's not just about a typical 30 seconder in 360 campaign. There's plethora of brands They are new D2C brand which have opened up and a lot more going to come. It's democratize the way digital is done for the Go to market for the consumers and each D2C brand or smaller niche brand has found their cohort of consumer Who's relevant there and they are talking about purpose and now the owners is on the traditional brands to keep up Not just talk about typical functional benefit of the brand But what are you going to do to stay relevant for the new age of consumers? What are we going to live and not just talk about in terms of purpose and that is what going to keep you relevant for future generation and Multiple cohorts of consumers rather than just pure simple pure play the way used to happen earlier I think from that lens where you define symphony has a Traditional brand or a modern brand. I think we're in transition to be very frank We're a legacy brand who has been there for 35 years in the industry. We're the one who launched the whole branded coolers category and Fortunately for us we're in the business of green cooling right Look at the temperature look at the global warming. It was raining few days back in bomber I spent 16 years never heard rains in March and it's just hot and fed What is show the world is changing and we all as community as brands need to start doing something to contribute for the better Good to leave something better for the future So symphony as a brand what we are doing is one way in the business of green cooling which helps us to talk about it Second is in terms of what we are doing. So we just recently changed our brand tagline from refreshing lives to thinking of tomorrow We sing Kalki Soch right because we all need to do something Right now for a better future for the generations symphony as a brand is doing something on its part And we are working with MSMEs We're working with consumers to create that kind of awareness for future So yeah, it's a transition and I think it's a good transition to have we recognize the need to change and adapt ourselves to the New future and the journey is just great. I think really I think that's a great start to this Panel as well agile marketing you're thinking about tomorrow. You're changing your taglines You're changing your brand person persona to be matching. So great We move on to you but how does the attic ecosystem look at this from your perspective? I think You know firstly It's exciting to you know really talk about my category Especially when you're surrounded in a room where people are only interested in hearing about a B2C business Okay, so largely I think from us from a point where we come we are in the space where we deal with marketing technologies Our whether we call it Martek or we call it at tech and as a business what we do is We're building a business where we are basically saying that listen, you know what? How do we democratize intelligence? How do we help enterprise go ahead and leverage that? So we are dealing with a sensitive topic like data. Yeah now from our perspective being agile or Constantly evolving okay is something which is considered very essential, you know because in in the nature of what we do and we cater to Stakeholders, you know we cater to CMOs we cater to publishers we cater to digital marketing managers Yeah, and as a business, you know, you are Competing with global brands you're completing with global technologies and in the process You're also trying to say that listen here is a differentiated technology And this is how this differentiated technology will resonate with you. Yeah so Whilst we are doing massive amount of innovation and and that gets great adoption But I would like to also make a point out here. I think the point on agility One part of it is that okay as as product creators as technology creators, you know We are building some agile solutions efficient solutions on and so forth and very interestingly when we look at the other side When we talk to the marketing teams or when we talk to marketing organizations Sometimes And pardon me for you know pardon me to say this Whilst I've seen marketers speak about being agile from the consumer perspective Okay, I would say that when it comes to adopting marketing technologies when it comes to dealing with that change management Okay, because it's it's finally human behavior. You know and they struggle to Be agile themselves or their departments struggle to be agile and it's not easy I want to make that a point, you know, it's not easy because you know, you have to take some decisions You have to take some shifts you to take Some risks in the process to to really appreciate that so I believe that You know It's one thing where we want things to be agile Okay, and get better and it's another thing when the onus falls on our mindset to be agile, you know so so that to me is something which Is really been an interesting thing and we've seen all kinds of codes of people who are very agile in their mindset and people who are Who are eager to be a child? I would say a great point. I think Deepak I think sometimes within at deck we have seen that While you have been very stiff about how you look at marketing There will always be a disruptor which will be around the corner Which will force you to change the way we think I mean today if you look at global tick tock has one of those Examples which has come in the last four years and completely changed the way people have been spending on their marketing budgets They have introduced products. They have forced marketers and to really look at how their media planning is and obviously They are banned in India, but I'm sure there are other great at the ecosystems which will keep pushing the barrier How is the what weather on agile marketing down south and what are you guys doing? You do a lot of interesting initiatives. Tell us more your thoughts on this First I'd like to add on to what Deepak said. I think it's absolutely right. It's more about a mindset I would also say it's to do with the bandwidth, you know the marketing team's bandwidth a lot of times It's on the agenda, but sometimes it doesn't happen because the bandwidth has been But just to take a step back like one of my ex bosses who seated here in the audience always says You know for marketers I think our lives were far more agile than the rest of the functions all through Because one of the things we always say is the reason I'm sure most marketing heads would agree The reason why we all love our jobs is because no two days are the same Every day there's a new challenge and sometimes the urgent takes over the important All of that happens and we've learned to live with it So I would say on a relative scale. We've always been a bit more agile than other functions I'm sure everyone agrees But that apart I think post pandemic things have really changed a lot to quote one of my mentors It's no longer about 360 degrees your campaigns It's more about 365 days of marketing and we feel the pinch more so in low-involvement categories like tires So it's not really something about down south. I think it's a national phenomenon today You need to have you know, so it's not like you don't have a playbook anymore Of course, you have a playbook the playbook kind of gives you gives you the guardrails and the frameworks Within which your brand needs to operate, but I guess it's about developing those templates developing those You know kind of frameworks within which your brand communication will operate building a content calendar all this I'm speaking in the space of agility in brand communication and Of course, you know feeding in those moments where you want to market for fun So all of that has to happen that is agility in brand communication But that apart I think companies across the country are also trying to implement an agile way of working Which means it's no longer about just the large projects which run into six months or nine months It's also about breaking them down into smaller milestones about sprint meetings Not having like a rigid project framework So I think that agility we all are experiencing in our lives and in our brands I think I completely agree. I think I've spent a fair amount of time on the marketing side No two days are the same But I think me and the book would propagate the come-on-the-eye tech side and I think the no one day is also the same There's so much happening here. So I mean, Vijay, what are your thoughts? I think you're a part of this mammoth Brand which is a cult. I mean obviously PNG with its diversities across so many categories And there is obviously a mindset. It's a market leader positioning that you always maintain in most of your markets How does agile marketing or a playbook for agile marketing or thoughts towards agile marketing playbooks get discussed within PNG? Thanks, thanks for the question Nikhil. So See at PNG let me start with what constitutes a playbook in the way we look at it, right? So in a playbook There are some elements which are definite and fixed that you want to maintain and continue as they are Which are for example your brand purpose which are like your brand equity and the character or the tone of voice of your band Then there are there there are some elements which are like a variable components where the agility comes in Which is like the key communication messages that you need to evolve based on the latest insights and the market trends that you get from the market and You know the kind of optimization that you do Within your media mix modeling or you know the different touch points that you go and meet these consumers Right. So that is how I'd say that from our lens that we look at at PNG health You know, I'll just give you a simple example We do have a plethora of brands Mostly into the health supplements right vitamins and mineral supplements. So Pre-pandemic era we used to go via the health care professionals where a certain doctor has to prescribe You know your product and then only you know the sale happens, right? But during the pandemic what we saw is because of the evolving Involvement of the consumers more and more into the health sector There is this habit that got created that consumers are now looking for more and more information online and have become a You know, they are directly going into the health supplements So that is something that we looked at as a market trend While we kept our brand purpose on driving the awareness of and improving and touching and improving the health of everybody at the core We went direct to consumer as one of the change in strategies So that is how I would look at in terms of bringing the agility as you build the brands Like I said stay something that is core to your brand But at the same time evolve based on the marketing trends and the latest learnings Thanks, Vijay. Rath, AutoCard How does that define the playbook? Hi Nikhil. Thanks. Thanks for the panel. Yeah, so I mean I agree to some of the panelists here a lot of the Stuff that has happened in the last three years has actually taught not only marketeers but sales folks and finance folks a lot of new things While the agile Marketia playbook What I found I think it itself wasn't agile enough to be very frank It says that the agile marketia playbook starts from an idea and let me tell you the last three years a lot of the work A lot of us have done did not start with an idea. It started with a situation so The agility itself has been transformed and I'll give you two contexts of agility which have been transformed not only for cars But also for other categories the context of time It has never happened before that in one day You're all India showrooms got shut It has never happened that in the next month half of the country is working and half of it is not working It has again never happened that print was not getting delivered, but TV was getting delivered So and these things were happening Almost at the touch of a button So the context of planning with respect to time management completely turned on its head for marketeers and this made a lot of our systems our tech Our platforms agile to handle situations like this. So agility in time got transformed over the last Say three years. What has happened in the last year is another context of surfaces Now the agility for a market to handle surfaces has completely changed in the last say 36 months or 24 months I mean the meta team tells us that you have to parallelly advertise on six plus surfaces on their platform to have some level of recognition or salience Now, where was this five years back? Where was this ten years back now to deliver context on each surface Requires your communication to be programmed vertically or horizontally six second or 30 second have a have a big take CTA at the front or at the back So the the agility that a market here requires on handling surfaces is also very very different And all of this ultimately also lands not only on engaging with the consumer But land lands on a very different context that we learned in the last three years is empathizing with the consumer You know, sometimes you're not just selling or not just marketing There is a dimension of empathy that came in in 2020 in 2021 and as a brand who's Who's a high involvement brand a big part of the household you had to deliver empathy as part of your communication And let me be very frank in saying that all these three parameters that I told you the ROIs are evolving So a lot of us love crunching numbers that you know, what is the CTR the BB blah blah blah But a lot of the stuff that I just said may not have an ROI that is definite and may be syndicated for a long time to come So yeah agility is I think making still some of us sit on these seats. If not, then, you know, we would have been passing So yeah, thank you. I think great great thought I think For a category like yours which went through a phase of 2021 and 2020 it surely required some form of agility And I think you brought a very interesting point at a certain point of time You didn't have to sell you just have to empathize and just that fact itself is a great example Of how the brand was thinking about being agile at that particular point of time not Completely disowning its marketing Acumen or looking at things differently. I think phenomenal example. I think good for everyone to sort of recall or remember Yannick, I move to you. I think very interesting category fastest growing in India. We are a cricket loving nation. We love sports What is agile marketing playbook mean for you or for your team when you guide them on increasing your Scale increasing your daily active users monthly active users and obviously a very different dynamic, right? We're always chasing the rut of what is the scale? What is a monthly active base? What is and you know, we're always trying to chase that number versus the active user base How do you how do you look at it? And what do you recommend to your teams? Yeah, you know, I've had the The good fortune of having worked in sport for a long time And I think they're kind of two examples that I always look at which are most reasoned to me Which kind of also reverberate with what some of the panelists have been saying So I work with the sports brand called the NBA which is great global sports brand which Again to a lot of what Vijay was talking about it has a certain thing that they have to stand for a certain set of Certain playbook which is non-negotiable and then over ten years. They actually realized that the audience was changing They had to get to younger audiences. They had to get to users or Consumers who are actually consuming pieces of games rather than they were extremely agile even for such a large Organization and actually building and now most of the audiences come from younger from younger demographics I think they've done an amazing job and I was glad to be a part of that with them and The other extreme is well not the other extreme but also in the sports this is a product tech company right to consumer company that that I co-founded fan code and the challenge that we have and I mean agility is It's you know something talked about not having anything not doing the same thing every two days or the same day It's a train. You don't you don't know, you know, you have to have agility almost literally every hour Because you have two challenges in brand one is fan code as a brand is very very focused on sports fans They're very clear about we build brand boys and we keep evolving that we have to constantly be agile on But the product the co-product that we have on our on our platform Has different sets of audiences So the audience who we are addressing to it for golf the VGA masters and the audience We are dressing to for cupboard to the audience We are dressing to the Caribbean Premier League to the Pakistan Super League each of those audiences the communication to them Needs to be tailored and that's a challenge because at some point of time We have 20 different live events going on on our platform at the same time with different audiences So how you communicate the language you use That is something that is an it's a it's a large it From a brand purpose, it's a it's a massive challenge but even from a performance marketing perspective how the you know We're not was talking about how you use different surfaces how you're able to actually Reach those audiences and keep modifying your communication I think the amazing thing and the amazing advantage of being a tech company is that you accept the fact that Nothing you do will be a hundred percent right You also accept the fact that everything you do will tell you how to do something else better And I think that's where you know the ability of to use meta to AV test stuff to be able by using different kinds of CTS colors and to constantly be evolving. So I think from our perspective. It's almost I mean agility is not not like an option. It's like something that you know It's a question of survival even not a gel and everything we do and how we market our product will essentially fail I think very thoughtful. I think today. We are moving as a country. I think India is one of the most dynamic countries I mean if you look at sports You are a sports fan is the most generic Probably question that somebody will tell you and that that means that your marketing efforts cannot be the same for a cup of tea fan versus a golf fan versus a cricket fan versus and so forth, so I think Complete resonate and I'll quickly jump back to you, Vijay I think you know some of your recent campaigns like Feel life and let a break free receive multiple recognitions and obviously a tremendous consumer success Which obviously comes at the back of great recognition Can you throw some light on what made this campaign successful and some of the exceptional work that you guys are doing to create We spoke model for other categories or a particular category that you've been doing which is quite exciting right now Sure, so I'll probably take one campaign and talk it at them in depth because probably wouldn't be able to do justice for the other So let's I'll talk about the field life campaign, which is something that we had done on one of our No care supplement brand called neuro beyond So a lot of times agility comes from understanding a marketer's boss in depth and Don't get me wrong. A marketer's boss is consumer No matter what marketer. We are talking about so Understanding your consumer in depth is something that we had started this campaign, right? so we have done a nerve health survey and Alarmingly, you know the prevalence of B2L deficiency, which is the primary reason of you know, no care symptoms or neuropathy symptoms is pretty high and also it was you know, startling to realize that 62% of the Indian population don't even understand the difference between nerves and blood vessels That basically means that they are they tend to ignore, you know The basic symptoms like tingling and numbness which could be signs of nerve damage as something. That's very trivial So this is the data and research that had given us a product insight that you know People are not aware. They are ignoring symptoms. We need to you know Get this campaign out there, which will enable people to understand and let them not ignore these symptoms Then we went into a further consumer work or a consumer research with 30 consumers Getting them into one-on-one discussions to understand. What does it mean from a life standpoint? I think one of us had talked about the being Empathy or empathizing with the consumer. So we went into what is that life insight that we can garner from these consumers and You know the basic symptoms like tingling and numbness will prevent you from enjoying the simple choice of life It could be like, you know, somebody driving their car to you know on a long drive or playing a simple playing with your kids So these are the articulations that we had gotten from the consumer. So we converted this into a Mix of a product insight plus a life insight and that has what led to the field life campaign Now what has made this campaign? You know a phenomenal success out in the market is because at the root of it We had a very heartwarming insight that you know You would want to get back To enjoying the daily simple joys of your life By believing the tingling and numbness then second is You know trying trying to get this campaign with a phenomenal KOL strategy So we've had some of the leading influencers like Karina Kapoor Khan as well as you know millions woman and among others And we got them to do something that has become a viral sensation recently called the ice bucket challenge So we've gave them a task of doing an ice bowl challenge So you dip your hand in a bowl of ice and keep it there for ten seconds or so and Then you start to do any basic work that you do with your hand You will not be able to do because your hand will be feeling that numbness, right? So taking that something that's viral again like an ice bucket challenge and Using that to tell a story to make consumers realize the impact that a simple basic tingling and numbness could do is The other piece that had led to the success the third piece is Simplifying and articulating this in a manner that the consumer can understand Again this came from the research and mining right we've asked the consumers what what do you feel when you know Tingling how do you describe it right? They said it's it's almost like ants crawling up my legs or You know, I am not able to feel my hand, right? So that is what has led us to simplifying the articulation even in our campaign So we had mirrored the current norm in the society by showing you know Working independent women in our campaign who is not able to you know Drive car to her office simply because of the tingling and numbness and that has again Gathered huge reception from the audience overall We state true to our brand purpose neuro beyonds brand purpose is ensuring that we bring back You know everybody the touch of life to everyone So that is what we state true to our brand through the entire campaign and through this simplified articulation powerful Insight with us, you know strong KL strategy That is what has led to this and these things came from learning being agile learning what is working and what our consumers Listening to what are the latest insights? So that's where the agility came into play Thanks, Vijay. I think we have limited time. I'll quickly jump to With our your products such as protoc tire are specially designed for sports bike and have a very niche audience How do you reach the right consumer right channel? It's always very intriguing. What's your thought process? What's your strategy from awareness to action? Give us some insights and the audience is how do you guys do it? Like how do you find the guy who wants to buy the next tire? Obviously you advertise, but how do how does the research like? He had a very thoughtful Tingling sensation twice. Are you also guys doing something like that there? So ours is a very different category all together. I mean to take Step back the tires category as a whole is extremely low involvement I'm sure amongst all of us here over 50% would not remember the brand of tire that is fitted in their car or bike more so in the case of bikes we believe and You know it being so low involvement It's kind of challenging because you need to be in the consumers consideration set at the right time So we work a lot on the top of funnel and also because you know our brand TV as Euro grip is relatively new in the category So when it comes to a product brand like protoc It's actually one step easier than the master brand itself only because protoc is a like you said It's a sport bike tire and it's more on performance and adrenaline So the consumer there or the rider there is a little more discerning He's researching online sometimes purchasing online in our category e-commerce is very low It's less than point five percent, but a lot of research happens online So what we do at different stages of the funnel is first of all in the at the top of the funnel We get into strategic partnerships in the racing arena and in the adventure biking arena For instance, we built our own endurance racing property We've also been technical partners for the TV is one make championship for the last four years Then middle of the funnel. It's more about Like Vijay said, you know engaging with the right influencers. So in our case, it's auto journalists reviewers auto influencers as well and Also the mechanic community engaging with them because the source credibility is high in that case and getting Authentic genuine reviews when you know your product is good You happily reach out for reviews share it through social media promote it so that's pretty much what we do in the middle of the funnel and Bottom of the funnel. It's very important for us to have a very dominant presence in the marketplace in the digital market marketplace and During COVID one of the agile moves we did was we started our own D2C e-commerce For two wheeler tires along with doorstep delivery while, you know, the numbers aren't massive It's something we take pride in because it's something none of the other brands are doing today And you know, we believe we are investing for the future there. So that's what we do with pro talk Perfect. Thank you. And I'll move to Rod. I think I heard D2C. I don't think that's happening anytime soon But you never know with Hyundai. I think the dawn of new Hyundai and Brand like your set yours. It's always active. It's always doing something exciting whether it's with new Technologies that you're exploring or launching your new cars in a certain way within the meta words Always something exciting. I even saw some of your 3d doh That you guys did which are super successful. You guys are always at the helm of doing exciting things within the marketing spoke How does that put pressure on your own playbook? Right, I mean because you're continuously striving for innovation and your country's to continuously trying to do Something exciting now. Obviously, you are a brand that is recognized and it's never going to be delivered at home I hope so Why not but why say never but How does it affect because the amount of investment that you guys do to create that kind of recall? Now, obviously, I'm talking about it. So hence job well done But how do you think about it and what are the do's and don'ts for? operating such a high level of You know innovation category within your ecosystem Nikhil so I Like the statement you make you guys a brand that continuously strives for more and more innovation We'll settle it outside. Thanks. Thanks for that. Yeah, so I mean, we are in the car business. We are in the B2C business We are second biggest company in India for a while Just two stats to tell you why we have to innovate differently Every year our average buying age of our consumers We sell about 550,000 cars a year Every year the age is dropping the average buying age of 550,000 customers is dropping That means our consumer is actually becoming younger and I'll give you an absolutely different corollary The average ticket size or the average price at which we sell our cars Has doubled in the last three or three and three to four years. So the age is going younger The average ticket size is becoming 2x So we are getting more affluent consumers more younger consumers into our buying into our kitty Now, obviously, we know the car ecosystem in India. It's been a bumper year last year But yes, there are multiple brands from multiple manufacturers from multiple organizations So there is no other way to sustain than to deliver impact and then to deliver innovation now as I said in my in the earlier Conversation that we have to be in the surfaces where my consumer is so if I have to target a 35-year-old or a 25-year-old I'll have to a go to a streaming platform or maybe we go to an e-sports arena And we have we are now trying to fix the brands that we have maybe from an ionic 5 To a Greta to a venue to maybe a I-10 Based on these cohorts and trying to innovate in each one of them because if we don't innovate in each one of them There are so many brands all of you are seeing today You may not remember even one of us by the evening if you are in market for that category Maybe you will if you are out of the market for that category you will definitely want So the task that we have from innovations like the 3d outdoor that we did last year for the launch of our venue is Not only to make an impact from the features or the price to the in market consumer But also inform the passerby on cyber hub or the Impressions we serve to our audiences online on the differentiation. We are doing at a brand level So today maybe the consumer is not in the market, but tomorrow he will be Next year he will be how will I try to attract him different state in a differentiated manner From the other 10 players that are in the market that are in the segment Now based on that they will be very different KPIs on top funnel and very different KPIs of bottom funnel We try in headquarters to only focus a lot on brand building doing top funnel work and Because of that I am able to sell much bigger segment cars from a brand like Hyundai in the past three years and Have waiting on a lot of those cars and sell also cars that are more connected more safer You know to have better driving and handling capability. So to do a lot of this We did things like the 3d outdoor. We've already done two big launches on Roblox For a car category to do launches on Roblox was also unheard on and I'm using the word Roblox And I'm not using the word metaverse because metaverse is used very casually nowadays, but we actually launched Where there are nine million people in India. So we actually launched on Roblox We are we did the motor show We did the Delhi motor show in January a lot of the brands participated, but we had no domestic cars on display We only had robotics. We only had future mobility. We only had smart cities Because these are opportunities to build differentiated brand space in the consumers mind of tomorrow and also of today So if we believe in this super hyper Concentrated media space not only cars, but all categories are advertising together if you don't innovate You're just going downhill. There is no other option Great to hear that but I think with the kind of great top funnel marketing you guys do I think on your site you can have next to the book a test drive Deliver the car button. You never know man You know people might just not need that kind of influence anymore with your kind of marketing I know what are your thoughts? I think you summed it up really well I think I'm not going to deep dive into the question of agile marketing because just your thought process shows Are you're transforming and you're thinking ahead and thinking for the problems that globally we're facing in terms of? Many many factors you've just launched a very interesting First cooler in its category called the BLDC technology. You would like to share a little bit more about us What was the thought behind it and why is it there? Yeah, so simply always has been associated with innovation with of too many firsts that we have Internationally, we have done cooling for stadium in Mexico. A lot of people don't know that and The inspiration behind launching and it's worlds first not just India world's first range of BLDC enabled Coolers, what does it do for a consumer? It saves you electricity bill by 60 percent Versus our own existing product of similar spec. That's the kind of impact that you can bring to the consumer and that's an Thing that we always striving for that how we can bring more value to the consumer by innovating and by string true to the whole philosophy of thinking of tomorrow and that's what we are working across so many more innovations on the pipeline and Completely agree with Virat on the point of innovation if you don't innovate you will die and One of the part about agility during COVID for everybody who has don't know how much is a marketing budget going to be The moment I see a new headline about COVID I say It's not a budget cutting. We don't know that something all marketers have seen through different rounds of COVID Everybody will agree to it. So which means agility is even more important You need to be more sure of the choices you want to make They're good to have medium and they must have mediums But what is important is always to keep some percentage of budget for innovation so that you know what new you can do for Future that is important and again going back to the basics drive product innovation Marketing in our communication only do a certain extent beyond that product has to sell but what has to be the hero Thanks, I think organizes. I hope you're listening 60% electricity give a recommendation to Taj. It's a good one to have Save the world world peace But I think quickly Yannick You guys have collaborated with I know I'm running short on time. We have two minutes and I have another question But you guys have collaborated with Google and obviously you're building Google Cloud and obviously you're building a very interesting Directive and approach would like to share some thoughts on that On how how you guys went about it and what's the thought behind it and the longevity of that I think the principle is exactly the same problem I spoke about earlier We're trying we have all this different quotes or sports fans and our goal is as soon as they get onto a platform How do you get them to the content that they want as fast as possible? And then how do you make sure that we are able to engage them with content which is relevant to them? So obviously a lot of the stuff that we've done with cloud services like Google Cloud is to be able to understand that Consumer better till we start building audiences an audience profile around them So we've you know as a sports fan platform for us being able to understand the fan being able to use Third-party data to be able to start understanding them and then start creating their own profiles within fan code is something which is about most important for us Authentication is is one layer But because we're a direct to consumer product and you know we charge consumers for content And obviously we also target third-party advertising under them It's really important for us to actually build those profiles very very strongly around them And that's something that the partnership with Google has allowed us to do both for new customers to come onto our platform as well as for existing customers How do we build more value build better experiences them? Superb and that gets me to obviously the book you and I think you guys have been a pioneer when it comes to mobile solutions I saw some interesting stuff on board I saw some interesting thing that you guys done for parking when you obviously you work with a plethora of brands What are you guys thinking when it comes to the agile marketing playbook which you want to create for the? Partners agencies brands that you work with Anything exciting that you guys are brewing that people should know about Okay, great. So basically what we are trying to do here is that To simply put from market perspective today They go to platforms like a Google Facebook or certain platforms and they choose the native filters when they are looking to really select Audience segments out there. So that's one way in which Traditionally marketers or any ad tech company, you know has really been offering solutions on targeting Okay, what we're trying to do out here is that we are basically decoupling customer intelligence from publisher platforms So what you're basically doing is put out a customer intelligence cloud which is sitting outside and It conceptually imagine that that it is sitting Adjusting to your CDP. So if you have first-party data or you don't have first-party data, but you need access to some Customer intelligence at scale. So so you get a lot of customer intelligence from our platform And then using that platform, you're able to do in sighting and you're able to orchestrate your Your your campaigns or let's say that you're able to orchestrate all this intelligence beat into growth channels So you could take it into a Facebook. You could take it into a YouTube Or potentially you could plug that into retention marketing channel So if you want to make your WhatsApp marketing smarter and so on and so forth whether you want to make your email marketing smarter So largely our endeavor is really to democratize customer intelligence and take that out in a way that marketers can in a very agile way do planning choose it and really Laid, you know use that across any digital marketing Perfect, I think a time is up. So I'm gonna skip one question that we had on connected TV But I think I'm gonna wrap this Wonderful panel with something which I call the rapid-fire round Which I obviously did tell you about because it defeats the whole purpose of me being the moderate otherwise So the purpose is as the man himself does it I'm not gonna do it as well as him And I don't know if e4m has a hamper that is also as fancy as current yours But I'm gonna ask you a question and hopefully you can answer in short time I don't want to put you in a spot, but that's pretty much what it is. So I'll start with you, Yannick. I Hope you're watching the IPL this time I just wanted to know whether you're watching the IPL this time on Geo connected TV or star sports Hi, I mean, I'm I'm digitally native right and I think TV has got its place Absolutely, but I haven't had a cable connection for four years now So it's Geo is where you're watching it wherever it's available on digital Superman good answer. I hope everybody's listening and the other people too But Again, not putting you in a spot. We have been looking at the new one and everybody is just going mad about it if you had to Connect that personality the ferocious new one with a personality of a cricketer within the IPL. Who would it be? I think Pandya, I hope his manager is listening. I don't know if that's an offer, but you never know Okay, Vijay Which team do you most associate with as a brand with an IPL and you can say none also Yeah, I mean obviously can't take one or the other but I think as a sports and energy take You know, we play the role of supplements We are there to provide energy for all brands all the all the teams Very PNG answer very nice. Okay Kavita Favorite team outside Chennai Super Kings for TVS Very tough one. I Think I'll go with Whoever gives us the highest and best performances this season. No wonder you both are sitting next to each other, right? You should have changed your seats Okay, another diplomatic answer. No points in the rapid fire Okay, I know I'm gonna ask you a really weird question because that's what's what is the craziest place that you've seen someone use a symphony air cooler Sure, you do market visits and consumer visits. Yes, sometimes you get to see things you want to see Yeah, so let me put it this way in every room in the house I think you I think Okay, that's every room in the house is not crazy But I feel it's a good thing because we're all saving 60% multiplied by four rooms, which is great Every place we just got a dose of just not the room Yeah, I think people got the hint and now they get the right answer Okay, last question for you Deepak. I think tip-tok versus Instagram. Who do you think is winning the battle globally? Yeah Globally, you mean to say yeah, India they got banned so they lost that battle Somebody had a hand to play in that That's a tough one, you know, but but I probably feel that I think both have their own place Wow Okay guys, that's all from us and thank you for this panel. Thank you guys