 Welcome everyone. Sounds like an interesting fun panel. We've got pretty much almost every media represented here except radio because no one cares about it which is a joke we have then it's fine guys calm down. I also do stand up on the side so occasionally I diffuse tension with jokes you can laugh it's fine. Let's let's sort of begin I mean everyone here was initially supposed to you know talk a little bit about their own brand about themselves introduce themselves but because of lack of time we're straight away getting into the panel discussion. Now the first question I sort of and I'm okay who wants to say hey Khyati and answer that's that's gonna work. The first question I sort of want to ask is this this common misnotion that digitally short attention span the youth is all dumb and that they don't watch things that are long format they don't understand content so everything needs to be this like two second three second clickable logo. How are we adapting to that as you know as as brands also we have Rahul who's from an agency who shares my pain so just just curiously as as clients and as marketeers and as fellow content creators where how are we dealing with this problem individually this sort of would be nice because it'll also help you segue into what you guys want to talk about. Sure I'll probably go first hi Khyati by the way I mean as a brand that is purely built on digital in India a lot of the things that you say in a sense don't hold true and I think the millennials today are far more evolved and they're looking for like interesting stuff but I think they're a tough consumer they're saying that make it worth my while talk about causes and things that resonate with me make it interesting for me and only if you do all of that will I stay with you so yes brands certainly need to work harder it's about putting meaningful relevant on trend connect content out there and also providing something that will you know really connect with them having said that we all know that brands are not only built by advertising it's what you offer you know offline in terms of your stores or your products and it is a whole package that has to really come together I just I just wanted to point out some numbers in this so one of the brands in our portfolio is MTV and if I look at 15 to 21 which would qualify as young people they watch around three and a half hours of TV a day right so their screen time might be much more but three and a half hours which is the biggest chunk is let's say TV then you would have on an average 15-20 minutes of YouTube you might have around 12 minutes of Facebook you might have around nine minutes of Instagram and so on so it's a decreasing order maybe around nine 10 minutes of tiktok as well what has happened is that these are different consumption occasions so there are lean back occasions where I might watch long format at home or when I have a longer period of time at hand but earlier the shorter moments which were empty moments which is let's say you are sitting in the bus but you're staring out with nothing to do and so on or you're taking a break in office normally you might smoke a cigarette only these are smaller consumption occasions where you might have space for a three or five minute piece of content so content is being consumed as per occasion so there is a market for everything there is a market for the for the one hour episode there is a market for the 40 minute TV series there's a market for 20 minutes there's a market for three minutes a lot of the new creators are in the market for three minutes and below and that's the reason why the dominant discourse ends up being these people have attention deficit disorders and so on but it's just that there's a plethora of content in that space and they're fitting in very neatly into these small stolen moments that consumers have so I don't think there's any attention deficit disorder it's more horses for causes I'm a strong believer that marketeers who are trying to make 60 seconders and then forcibly cut two three four seconders are not doing this the right way if you're saying I'm going to target a young person when he's on a three minute content consumption break yes you can't serve him a three minute video when he's about to consume a three minute piece of content that's where you need to have something but you need to build it for that you need to build it for a 10 15 second attention smash and grab sort of approach just to add a different perspective legrom is basically b2b so we are not less on the b2c side I think whatever the medium whatever the short span for us since there are so many stakeholders it's just not the end consumers the consistency of what is the content because very very important you can slice and dice the content in various medium which you choose and from a strategy purpose it becomes very important that we look at a medium consistency to be relevant with your target audience and I we feel very strongly that whatever we communicate needs to have a strategic fit just to give you an example if we say legrom is an innovative company there is a KPI which says that your product catalog should be less than five years old then only you will be relevant midterm if there's a strategic objective that okay I'm an innovative company my products would be less than five years old then the communication team really have this confidence okay here is a midterm strategy and then you choose your medium slice and dice put whatever creativity you want to put in in two seconds 30 seconds in whichever digital means to communicate but I think the consistency and like you said what to promise the brand offers needs to be really backed up by a solid strategy to create this content yeah I think excellent points so I actually resonate to the pain that you're talking about so as a creative head of the agency that so the biggest difference that has happened is that today for a marketer or for a brand these mediums are free and when I say free they are at liberty that I can right now go and post something right after this and there's nobody actually holding me back one other day is when I had to actually pay for to put anything up anywhere right so the challenge remains is that there's a huge greed for brands to do a lot of things whether it is whether it comes down to the number of posts of the number of stuff that one is putting out out there as creators we have to constantly be very aware of it's like small drops which make up a big ocean right and what is it that it all adds up to I think at a larger perspective it will be very foolish to say that okay it's a three second five second thing and it is all about the amount of quantity that I put out so I am actually you know making him very happy that's not true subconsciously or consciously the consumer today whether it's the young guy he it does add up to a very specific one line reason that what is the relationship of this brand with me so people will have to be we as creators the brands that we work for we have to be very very conscious of that and and we are we are risking a lot with this whole space of there is already so much out there and and it's very important that it's not about the amount of stuff that we do or whether it is a three second or five second or ten second which what does that all lead up to you know so that's that's that's my point and that's something that we try to do on a daily basis you know what I have experienced is I we have various categories mainly into unity and we have various formats as such but I have seen you know as far as our digital strategy is concerned you know I don't think that you know people have less time if you have interesting you know content I think people you know watch it they you know they fully devote their time and I don't think you know I think it is more interest if you create a you know interesting content people will watch it yeah so in my perspective and we are a media company in print digital radio outdoor and we are touching almost 24 corp people pan India small cities big cities metros I think we think of at least thinking that the city this entire country is segmented into three countries one a 20 corp layer another a 60 corp layer of people and another 50 corp who are really not having that level of an excess of media digital information and then there's the government and the ministers yes you said it so when we think of the 60 corp and when we think of this 20 corp the first two I'm talking about I think the condemnation patterns also change I mean you know and I'm talking about millennials and I'm talking about those who are globally connected and we see them as one audience I mean within country also we see them and one audience but I think this changes the second one turns out to be from the point of view of the fundamental values like for instance I would know of that the people who I have closely observed would subliminally know everything without reading a newspaper for even three minutes and God knows where the condemnation is happening and it is also of course on digital medium but beyond that what is not coming on digital and which is very local in nature the consumption of information is happening but it's happening at a very subliminal level apparently it looks like oh I'm not I don't give a damn I am not worried about it so which means that there is a different processing mechanism of us being consciously reading something or viewing something and processing it versus it turning out to be that I think I know it but it's just this much which I need to know right now at this moment so nothing beyond that so I think long and short is probably not significant the way you segment the geography as well as the way you look at the way you are able to evoke interest which is what most of the panelists have stated make a difference and also I just wanted to you know add that you know whenever somebody start thinking about you know I want to go you know digital I want to spend my resources on digital first thing you know that I think you know why only digital I mean have I have not explored you know other mediums as such TV press those are quite a relevant medium even today you know it's not only digital yes you must have a some sort of a strategy to go digital but it is a still a medium that's you know I think we should keep it in mind so that's an interesting point I'm just gonna free wheel with questions from from there because what's an interesting point is while Navin is saying that there is a huge consumption of our long formats of TV which break this myth and stereotype that sort of exists right and I'm and I agree that it's not an attention deficient deficit disorder it's and it's gratifying to hear market here say that as well what what I think the question therefore is in a day like today MTV still holds relevance within the 15 to 21 except the 15 to 21 just every seven years moves up and then you have a new 15 to 21 now when it looks at when when you're talking about then exactly I as a brand it has it has pedigree it has history but it's predominantly as a brand I'm not saying the other stuff that you're doing but as a brand it is considered to be an old fuddy-duddy sort of you know brand so how do you move whereas Starbucks doesn't have that problem today 40 years from now who knows but currently it does not have that problem same with say you know when you're when you're looking at Lagrang how do you I mean the decision-maker is not the youth in a situation like you whereas when Vagbhakri happens there's a very focused market where you're actually present predominant and over there also it's almost like familial keep you a garma atta to garma atta situation right and then for us in terms of from an agency standpoint so I'm just trying to figure out how do you what what innovations are you doing are you launching other platforms keeping away the denig jagra name is Vagbhakri going to open up cafes which you are are you opening up tea sellers etc because Starbucks and MTV doesn't seem to have that problem but what is how Starbucks might have another problem which is how do you pull in people to the store on a regular basis and move away from swiggy deliveries you know and and that's what you're saying all my Starbucks is delivered for swiggy but and I'm your biggest customer but I'm saying but and MTV how do you redefine how is it that you're going about looking at oh there's a new seven-year you know bundle that we have to worry about and and how do we have in this this is the problem I face on gems so I would really appreciate this insight and then think so it's another interesting way to sort of look at how we're staying relevant despite our various images that we have so this is going to take another 10 minutes so I can give the mic to Naveen so what you stated immediately in context of denig jagran some 13 years earlier we were to understand that the language is changed I mean the typical journalistic language in print and I'm talking of regional is very you know it's almost like how Salma Sultan would read the Durdarshan news then verses you know the formats which came in after Ajatak got introduced and consistently Arunpuri was stating let's change the language simple banao easy karo and which was a mix of lingo the print and also went through a mix of lingo so 13 years earlier jagran realized that we are the largest for the last some 20 years consistently and this is like by far bigger but this is the audience with which we are not communicating what we intend to communicate so we took this liberty and we said we will write the spoken language so we created a daily just for the cities we identified the TG which was a younger TG the same news being carried in absolutely different language we were criticized initially for this we were said how can you you know take away the sanctity of Hindi or the language but we were to change and we realized that suddenly we were connected with several of them in schools and colleges other chunk of in places who were saying is simple small small experiments of changing a long copy to small subheads copy still remains long but subheads another chunk of anything so I think the relevance is carry the same value change the way the communication or conversation is happening in a very modern contextual manner that's what our experience has been okay I just wanted to share what I remember as a global example as a difference between so just indulge me for a bit the difference between Kodak and Fujifilm why Kodak died and Fujifilm survived that was because Kodak from a consumer lens was in the business of capturing priceless memories but from Kodak's perspective they thought they were in the business of patented filmmaking technology so it is a fact that in 1975 Kodak made the first digital camera but the conversation was but we are in the business of filmmaking if we start selling digital cameras this whole business that we've set up where there's a huge entry barrier of technology which is the film business is going to go bust so let's not give this any win but 25 years from then 2001 is when they peaked in terms of their business on films and from then on it's been a steep fall and they've shut down the exact same trajectory happened with Fujifilm but Fujifilm once they figured out that they were getting behind the curve they said what what do we have or what do we stand for and they figured out again it's technology and it's possibly not not such a differentiated brand and then they scavenged on pieces of those technologies like they picked up one piece which was critical to LCD making so on that component they currently have 70% share of LCDs and they metamorphced into a non-consumer B2B sort of company and and therein lies in my head part of the story which is if you're not connected to your consumer all the time and you're not looking at from a consumer lens but from your business lens saying what do I have what are the resources I have and how do I sell this then you're likely to become one of the non-evergreen brands coming to MTV what we do is every two years we poll around 25,000 young people across the country and we try and publish that in the public domain as well to try and share the information and we use those insights to try and drive our thinking so let's say four years back we realized that the whole market any which way was moving to convenience now OTT is not a separate consumer it's a consumer who's saying I need to watch content when I want it is when Viacom 18 put out woot saying all the stuff we show on TV whether it's colors or MTV or any of our channels you can watch it at your convenience so it's a convenience platform more than a very different offering of course there will be some woot originals but it's a convenience piece so when you're alive to let's say a shift in consumption behavior like that you you can tend to stay relevant and the inside study so for example this year or last year when we put out the study the defining piece we found for young people now is the fact that they are action-oriented more than any other generation more than the clictivist and Facebook ribbers they have decided that this is we will have to do it ourselves so this feeling of we will have to do it ourselves and we'll have to make the change happen is what's the most defining piece and this study predates the CIA protests and students and so on so the writing was on the wall for us even back then and we've tried to use let's say some of these insights into our programs so roadies for example is a is an old 15-year-old show but this season because we know young people are looking at action orientation for themselves the show will be about how young people not just physically and mentally challenge each other it's about how do you bring greater good to society so if they're driving through let's say a town which has a broken school the task will be to fix the school and in doing that I come back to the same point which is where is your consumer headed and are you looking at it through a consumer lens unlike Kodak are you looking at your consumers very very closely and spending a lot of time looking at consumers is likely to be the key to an evergreen brand just to take forward the Kodak Fuji thing which is relevant to our business on the technology side is home automation we have been in home it's a different technological platform said 10 years and now the IoT came in IoT is a much as abuse word everything today is IoT but you have to find a perspective like Fuji did what in IoT Legrand wants to do and then when that's defined and from a consumer perspective not from your business model perspective then you really fix on what is the IoT I want to do and then you start communicating according to that prospect that's one part of the business side the other we are saying what other mediums we use clearly we have experience centers it's a feel and look of your products but I think from a digital side AR and VR are coming very very strongly so we have shops and shops or exclusive showrooms but to make it digital you do a 360 degree thing and then you do a year I think that technology especially into B2B is really I think innovative plus cost effective you can't have real estate all over the place and demonstrate your product so so that's one side part of it the other on the medium is we are such a serious business of current ampere ohms to make it fun we are using comic stones so comic is one thing which is very very old-fashioned but how do you do it in a digital way to get relevant in to be a space from a B2C millionaires or whatever you call it so some innovative things are developed but clearly the business strategy from a consumer perspective is the key as to what we want to do so I mean if the question is obviously how do you stay relevant over a period of time so I think it starts with a vision so the vision for Starbucks is a brand is that you inspire and nurture the human spirit one cup one person one neighborhood at a time and when it becomes as granular as that you have to really think about it from that point of view I probably say that it's a journey right when you're managing a brand and I'd maybe take a slightly simplistic approach which is simplistic in principle but difficult to do in practice which is to say that managing brands is like managing relationships and I have a simple acronym for that which is love it's about build on your loyalty constantly create moments that will build on loyalty and reward loyal customers shout out recognize them separately and reward loyal customers the or is really for being on trend and and different brands can interpret this differently for a brand like Starbucks it's very important to be slightly ahead of the curve and not follow trend V is the vision so how do you stay true to your vision every single interaction and evaluate all the activities that you do from the point of view of are they elevating your vision are they taking your vision to another level and the most important thing is experiences the really stands for experiences a brand like Starbucks is highly experiential and you know a lot of customers come and tell us that they come to Starbucks for the coffee but they stay for the inviting warmth they get a sense of being recognized when they walk into a Starbucks the barista knows their name he or she will smile at them and they just feel seen and heard and we talked about digital before this but interestingly in an increasingly digital world you're also living in a more lonely world so how do you make that human connection count at every point in your offline as well as your online interactions even through online interactions you can be very you can create that connection so to my mind it is really about how do you really create that love in everything that you do stay very close to your consumer and look at everything as an experience rather than a transaction someone's just changed the clock so I'm just going to point that out just so you know 19% of tinder the first tinder dates happen at Starbucks which is great statistic because you all shot at nine yeah sorry yeah why do you get to ask us questions and you do good again so I have a question for you so yeah it doesn't work like this I'm Arnav in this situation I'm in your I'm a part of the same place I can do that let's do so what do you think about Alia but dancing to Vajradhanti Vajradhanti Viko what do I think about it yeah it really really really disrupted my experience of parasite no I mean I understand the shift on the brand I don't I don't even know I don't know what the strat is what the creative is what it is but I understand the shift on the brand I mean you've seen green screen bad glass top shot 1984 product window you know that you've seen for damn long so suddenly when you see it in its refreshing light there is a there is a switch now do you talk about modernizing the jingle that's a conversation you need to have right like if you are going to still stick with your own if your own brand identity which is the jingle do you modernize it do you not modernize it do you come it's a conversation so if I had done it would I do it differently yeah but then that's a virtue of creative and how people work you still haven't answered the question but we're going to go okay and then I will come back to you how sorry yeah so as far as you know Vagbakar is concerned how we you know we are also observing you know the consumer consumer is changing you know in you know Indian context generally you know when we have you know food we sit together have food but you observe that you know the food that we are you know eating you know initially you know in earlier days we used to have same food now we are sitting together but eating different different food same time you know the same thing even in tea you know it's a tea time and you are having different different teas somebody is having masala tea somebody is having green tea so we thought of you know we actually pioneered tea lounges you know and we have now multiple tea lounges across you know India now so there also we have you know this you know try our teas you know enjoy and if you like you know you can also buy it okay and this is how you know people have just you know started you know understanding and not only that you know we have glorified it tea as such but in a way it also helped you know Vagbakar has been brand you know to in grow in that particular region people started looking it as you know that's a tea brand which is you know the coming up with tea lounges it helped us that way okay this one's slightly left left field in the sense that just what's interesting is we spoke about like people being action oriented and and the MTV inside study I mean I worked at MTV so I know what the inside study means really and it's it's in some way one of the most comprehensive youth studies simply because of the number of people that they that they reach out to right now if let's say when you say that their action oriented is that and one of the biggest problems I mean we have 199 problems in this country but I'm just saying where is where is activism where is purpose someone earlier spoke about saying that you need to be relevant with them create content that's relevant for them maybe even inspire them so what is it that we're doing as I want to say individually as companies of course but also collectively as marketers to try and you know push this this hey we're in it for the purpose of it or we're in it for the good of it what is the sustainable you know equivalence that we're doing for example Guardian said that we're not going to publish more papers than we subscribe and so if you want to subscribe to the Guardian then you need to subscribe otherwise you will not get a subscription also great way to collect the database but that that's one way that they sort of you know did so they don't have wastage of the Guardian Starbucks keeps moving into more and more environment friendly ways to sort of you know disposable cups okay no straws no some of it is driven by regulation yes but I think in instinctively we think that there is a recyclable quality to do everything that we do so that's just from an environment standpoint a lot of brands of course extremely scared to get into delve into the politics of it you know at the 2019 2014 I was in I was at MTV and I did rock the vote we had enough legal saying no no no no no no no almost everything we put out so how are we if we were supposed to get into this political game and why are we so scared is it just ramifications on the company because we're all parts of big conglomerates or is it that what is the action what is the end goal and how do we stay relevant with not just young people but our consumers so I'm not going to just say young people but our consumers if you look at it from a sustainability and I was just picking up that thought and relevance I think this is very very consciously there in the mind of everyone now you know and I'm talking about the cities and we you know recently it was told that the top most 30 dirty cities 21 are from India within that we are doing this we are doing several chunk of in things we are also trying to think that how much how to not generate so much garbage I mean this is what the challenge is collection and the other things and we have done a lot of activities we do consumer connect activities sometimes for our clients also sometimes for ourselves you've seen that increasingly youngsters when they come in they're very conscious of it they point it out they sometimes ridicule us in case we have missed onto some area you know even so for instance our program requires a t-shirt to be distributed now that t-shirt was inside a polythene cover you know typically that's how most of the t-shirts come and those were given at that time and somebody threw it and then we saw kind of a very literally a huge discomfort being shown and expressed around that so I think there is a consistent challenge or other issues related with what is it which is getting consumed and I think maybe that is a larger ecosystem across the globe wherein this communication is reaching them from multiple dimensions maybe we are not the only one who are able to communicate this to them but there are several brands several people several audiovisual communication they're going to reaching you know reaching to them so that is definitely extremely conscious thing and also in the small towns I mean if it is in small towns I would want to assume this is definitely there in the metro cities but this one is a very big thing to be observed okay just just before you answer I mean even as a brand would you rather than take on 15 causes or just take on one and then stick with it for 10 years right like as the government of India eradicated polio through radio and print predominantly at that point so what what is there for the sense in in terms of so just to refine the question a little more because everyone I think has two minutes one brand one cause kind of thing that's a question so we are very focused since we are on the electrical side so a very interesting example how we relate so suppose this is a hotel Taj is a hotel one clearly is the consumption of electricity which we talked from B2B perspective but one of the hotel change has a loyalty program how can we do a sustainable thing from their loyalty program also which gets any added benefit to a customer of Taj but relates to the electricity and sustainable cause so clearly our tagline becomes live the advantage and live the advantage basically sustainable that whichever stakeholders is using Legrom I guess that advantage from a sustainability perspective but clearly you said it's one focus on the green earth where electricity is being consumed so we don't look at multiple points there are CSR programs as the other side but clearly is focused on one particular point of view you know I'll just say that sustainability and community are two pillars of the brand and we don't look at it as one or multiple programs we actually do multiple programs in both these pillars so one of the things for example that we do is all the coffee grounds are given to neighborhood areas for people to use for their trees we give customers a certain rupee off if they get their own tumbler and they don't add to you know the environment issue we are also asking people in our stores not to take lids for cold beverages saying that if you insist we will certainly give it to you but we have a campaign saying small steps we think all of it needs to come together we are working with persons with disabilities we have a store in Parel which is run with five partners who have disabilities we are one of the first companies to embrace gender parity pay parity for women so and that's like a stated agenda so we believe that whether our customers want it or no it's a pillar at Starbucks and we will always be at the forefront of two things which is community and sustainability for us at MTV it's more about influencing a mindset so by that I mean we want to try and instill a sense of amongst young people that people like us are doing things like these so the inside that says we are action oriented we need to magnify that and to do that taking one cause I think might be chewing off a bit too much so we spread it across everything so for example last the share we called out plastic as the new Ravan and we did it in an interesting manner we said for every hateful troll comment that you send us online we are gonna clean one kilogram of plastic off the streets and beaches and we pulled together the thousand tons and put up a plastic Ravan which was to be recycled later and in doing this this activity itself will not cover all the youth of India but it would reach a few million then you do many more such activities where you're constantly trying to build a mindset amongst young people that people like us are behaving like this they are taking actions like this and that I think in the long run the mindset shift will apply to multiple instances of sustainability and environment and so on. At Vagbakri we handle it at a two different levels as such one is at farm level and secondly as that you know when we blend our teas we handle it that as far as farm levels are concerned you know you know we go for the you know farms or tea gardens which has got you know trustee certificates not trustee certificates are only given to those tea gardens who believe in or who practice you know right farming practices as such you know they use right pesticides and in that too also in a proper measurements as such so that is a trustee part okay and other thing is that in the company as such you know we have put up our own a laboratory which is you know very highly accredited laboratory in a BL certified laboratory wherein we test our teas chemically also so sometimes when we buy teas you know from other states wherein they do not have trustee certificates as such so we chemically test it so we you know catch those or we see to it that's you know those teas we reject which has got you know harmful pesticides so in you know the end effect is that the consumer gets you know absolutely purity Raul before you answer this I'm gonna make it slightly different for for us because our perspective is slightly different is there a shift in briefs that are coming in saying that we want more purpose-led work rather than just whether it and me this is media agnostic our brand's coming in saying hey listen we want to actually do more purpose-led work and you know that's that's a focus or is it still key name ago he's bitch nega dust cheese or fear a bar my purpose come karega salbhar me so where what is the thing or other purpose briefs increasing that's a fantastic question and I was about to make that point is that what the consumer and whether we talk about the younger people and I see this thing about that okay you know somebody five people from my office are going for the NRI you know the protest and five more actually join and brands trying to think that you can you know there's a great opportunity activism needs seems to be the new engagement but on the same time I think that that consumers the younger audiences also sniff through it that is there a strong brand connect I know why you are picking on this piece vis-a-vis some other piece that you're picking on I think that's where that's where we as creators we also need to be really we need to be consistent we need to to answer your question yes sometimes they do but we always try and tell them that you know just try and make it relevant just try and make it somewhere that you are coming two steps and let the consumer also come two steps and that's where it becomes a more purposeful thing just to cite an example somewhere in the past I had done something for Tata power you know they actually went to the most to a tier two tier three cities and of course in in the metros as well and they went to schools and they only went and spoke to kids under you know within the fifth fifth standard like kids who are under standard fifth and they went and this told them that you know we have an entire contest around that whoever saves the maximum amount of electricity at house will become a part of the geo geo power say campaign the new jingle that Tata power has and I thought that was a fantastic example to be very honest with you that somewhere Tata power was trying to get into retailing power and not but when they went to kids in that entire piece it didn't seem through that that entire exercise did not stink of strategy to be to be honest so I think I think yes brands have become a little the briefs are towards that but somewhere I feel that they also need to see that it needs to be something which is more inclusive as a thing and not that okay I'm picking this piece so and I believe that activism works and therefore let's let's get this done okay it's I mean this is the last question I've posted that says that so I'm gonna make this I'm gonna make this slightly difficult to answer speaking of inclusivity I what would be interesting is within your own within your own competition of your individual brands is there a piece of work or is there a company that you look an activity that a company did or something that a company that you compete with did that you sort of go like hey that that's that's purpose that we could sort of ride on ride with and just in case you don't want to acknowledge your competitor what I'm gonna do is I'm gonna leave it open a little bit more saying that any other piece from any other brand that you guys sort of think is hey that's that's something that we should be looking at possibly going after competitor would be great though yes so competitor in the content space yes so at the fe's final round of judging one of the cases that came to me was old biology which is an app with content targeted mainly at women and it was what you might call a low-cost idea possibly entered in that category if I remember right which was the fact that when you click on play for any video usually when you're on the go the the video might tend to buffer and you see that symbol which keeps going round and round and what all Balaji did was they picked up that touch point and said here is a touch point that millions of women are looking at day in and day out and they created a small animated graphic which was for breast self-examination and using that free touch point by spending a total of twenty seven thousand rupees they managed to cover maybe four or five million women in one month and at least communicate to them the importance of breast self-examination to me it's a fabulous example of a very relevant piece of communication for women which is much beyond what the brand needs to say you know about its content and a fantastic innovation on a very low-cost touch point so something that I would love to acknowledge. Gropri you voted for. One of the within our organization there are seven media brands all compete with each other and I think we envy each other. This is a cop-out. This is smart. No but I genuinely appreciate something which one of the brands does wherein they do something which is called sanskar shala and this sanskar shala is for telling that there used to be a time wherein kids used to get moral education by default in all the schools and I think our generation would have done it in our but I think suddenly this morning prayers happening together or the assembly happening together is gone away because of the infrastructure and other issues in the process the moral education from the schools has completely gone away. Now that one of the brands picked it up as a big issue and said that we want to take it to some you know twenty thousand schools and we want to run it as an institutionally and support it in media. More important was that I was to sell certain things so I went to this colleague of mine and I said that I think Patanjali is looking forward to something similar and would you let us sponsor this entire piece. So very politely and very humbly he said no I would not let it do. I think this is something close to us it will remain there. Why am I saying this is that some and I think we still keep struggling for getting some revenue for our own internal set of in thing but and and this has genuinely been done for the last eight years this does not get promoted very extensively this still happens with some twenty thousand schools and this happens religiously and I still personally believe this is the most important thing in schools besides all the academic excellences and the you know the digitization but something like this I think each of the brands should take up and whichever brand takes up Times Group does something phenomenally good in terms of education newspaper and education and I think nobody you know does it equivalent to them in this country. So that is the kind of work which I think should keep happening all across. I'll probably talk about a company vision which I really admire by a woman I really admire which is and I think many years back she kind of dared to say that performance and purpose can go together. For me I think that was a big very big level vision which said that the two can go together and you can have success on the back of brilliant performance and purpose that's something which is really inspired me. How's for you Ogilvy worker. Yeah I was about to say I was trying to think. Yeah I don't know I mean the competitor for an advertising agency would be what but yeah I mean just imagine if Fevicol could go and do a chip go moment at RA. I don't know that would be wonderful right. Let me just take the name of I personally think that Earth Hour is a great initiative guys and I'm not saying that because they're here not just here but I feel the simplicity of the action that I could just switch off and let us all switch off at the same time. As creators sometimes we also make a mistake of we make things way too complicated. It's the action it's something that the entire world can look at and it's just a small action we can make a great change and I admire Earth Hour precisely for that piece I think that's that's lovely. Not a bigger cause but I think to a target audience the electricians so very smartly one of the company did type of a aggregator for the safety of the electricians where the real life situations were coming posted by the electricians themselves there was no guiding force it's just that the electrician themselves were educating each other it's a small thing but I think it really helped up to where the electricians work and increase the safety part of it yes very interesting. Just you. As far as you know as far as competition is concerned and say you know what they have done something which is I all we as an company admire what organic India has done in UP so it is you know farm to product and they have bought you know change in you know farmers life which is something is worth admiring. Okay hope you guys had a great time I've said been sent two post-its now so thank you so much thank you to all our panelists give them a round of applause they've been fabulous and absolutely honest which is a rarity in today's world so thank you so much