 television print or now, like I'm suggesting, even for outdoor. However, it's still, even after that retreat, it will still stand true that you will never know that what part of your investment really paid you dividend or what part of your investment gave you the maximum visibility. Because one thing that will be true about marketing and spin through forever is that 80% of my spend is go-waste, but I just don't know which are those 80%. So that rural honesty applies even today and it applies across all marketing platforms. In fact, interestingly, when digital was pitched as the next big platform for marketing to invest in, it was pitched pieces the fact that digital is going to throw back a lot more data and you will know exactly where your consumer is clicking, what your consumer is liking, et cetera. But now that digital has become a key component of marketing plans and so on, even that extensive data crunching is still not able to tell me, even within the digital platform, which 80% is going right and which 80% is probably a waste, except in very tactical lead generation campaigns, you don't exactly know even in digital what's working and what's not. So I think fundamentally, for any marketing plan, you will never know what really clicked or what really gave you visibility, apart from using quality to feedback and apart from some top line research that you might be able to drive. But the ability to be able to use tools at the time of planning, at least you will then make sure that your investment has happened, basis of algorithm, basis of historical data that might have been pre-plucked into the tool and therefore your investment is that much more solid and that much more foolproof and because mediums compete with each other when it comes to an investment plan, anything that is more data driven from a decision standpoint also you would feel more confident in investing more there. So to answer your question, I think the matrix is required for better planning, but I do agree that content is king today, there's no doubt about it. And what is interesting is that content by every medium has evolved. So while television still continues to embrace the same 60 or 30 second ad formats, digital has really evolved today and companies are investing in creating media content, creating infographics and creating for most of other things which consumers are able to enjoy and consume without really even thinking that this is advertising content. It's actually the content that they want, for example, fitness videos or beauty tips and then somewhere there the subtle brand integration is happening. So every medium is evolving from the unique content that they're able to offer and by and out is, yes, location specific. But a lot of the work that we saw was also about the kind of content the outdoor media was trying to take back to consumers. Am I allowed to take a couple of examples from, or no? Okay, I'll try it. So for example, we did see some work where some algorithm was used and somebody standing at a railway station could potentially and trying to buy a first class ticket in the local of Mumbai train from going to go from X to Y station. That is a different thing, okay? No, no, no, don't jump the gun. Maybe I'm just taking an example, you know? But you actually was exposed to a medication which asked that person to maybe try another mode of transport like taxi or something. So that was really powerful content very relevant content given to the right consumer. So there is hope to do a lot more of that across brands and across agencies. So I think it's going to be a good mix of having a good matrix in place but also having content that can be tech, a lot of content that can be cake. So I hope I've answered your question. That is actually something. Okay, Ashish, your take one. Sir Kanekar, thank you so much. We just got to know one of the voters. Okay, so yeah, you correctly mentioned that matrix of course are required for any marketer, you know? You think of planning, of course, executive. So yes, like you said, we have to go high to low. Like a lot of people mentioned that we need to get in with more emphasis in getting a better and a better suited placements of outdoor mediums. But yes, all of we have a thing that yes, the next wave for outdoor has to be the integration of the system. We all feel that the second scale needs to be integrated well with it. But of late, a lot of brands have done that. And I think the owners then comes to our own view with you guys who actually own much of the media there. And I think if you guys start thinking that way that it's really important to grow this industry where it needs to be. I think you guys need to first take that hard decision there. And of course, like Karnishi said, that you want to be a agency which thinks of taking campaign level, not just implementation. Then those ideas need to come from you guys who every brand. And Kanekar just correct me if I'm wrong. No marketer or no brand will ever say no to it. If that integration is possible now and it will never be an opium, it will be something like it's required. Absolutely. And I completely agree with you there. And I'll just substantiate it with another example. And this time I'll not give the winner away. So for example, at Reebok we're about to launch one of our running shows which was our best running show till date. And we have actually been looking at ideas where we can properly partner via our door again. Partner with a tech company and really at the back and calculate how much is a particular city really running. Because a lot of the apps today, they are able to, they're also tabulating the number of steps you have taken that even tabulate how much you have run. So they're actually trying to see whether we can have, you know, Delhi ran a thousand kilometers today or Delhi ran 10,000 kilometers today and actually have that on a build board and that number is changing every day to reflect how much that city has run. And we're trying to work on this idea from a build board campaign on an outdoor campaign standpoint. So of course if somebody can also that bit of digital integration to us, we would certainly support it and not say no to it. So we are in fact, I think we'll see these ideas and the time is right to really latch on to them. Okay, just to wrap up this discussion, I will invite one question from people, just one question, because I guess the Honorable Minister is here. My question is to Kanika, I think Kanika spoke very well. With the doing click revenue of print and television not getting proper eyeballs now, a lot of times the times when it's come down, there's a massive revenue swing which will happen in the time to come. So where do you think it will go apart from, people are saying it will come to digital and out of form, which is a massive impact as what's your take on that? Good question, I must say. Well, I think that, I think definitely it is doing it in print. Indeed, maybe not so much. And whatever is doing it from TV will definitely go to digital. And the reason I say that is because one video content format can be replaced by another video content.