 Okay, thanks Deepak for joining me out here. I'm sure with the wealth of experience that you bring to the table, there will be a lot of learnings that you will be sharing with the folks out here. So from a broad team standpoint, considering that the rich experience that you have in the banking industry, I just wanted to try and understand and being the nature of the business that's traditionally considered to be a so-called legacy, having been around for so long, how does the technology is being adopted in this legacy business? If you can throw some light in terms of the adoption process of technology and how specifically you have seen the journey out there. Thanks Kaur for that question and thank you Exchange for Media for giving me the opportunity. Happy to be here and share some thoughts and perspective which could be of some value to the audience here. So I think the tech space is only constantly gonna evolve and you're gonna see a surge on newer offerings or evolution on the tech side in a big scale and in a bigger way. You know, it was very interesting to see some of the AVs that were just played and it's insightful to see how tech is coming together, how the whole AI playbook is enabling some of the rudimentary behavior that marketers would struggle with. So it goes perfect with the theme of agility that CMOs or marketers are today seeking. Specifically to the context of our discussion when I look at and we were talking about briefly in terms of acquisitions and retentions and how tech is enabling it, I was reminded of the whole genesis of humankind. We were basically, you know, genesis was of a hunter behavior where we would go out and hunt for food and all sorts of means to survive. And then it came to self-producing through farming, right? And today if you look at a farmer's life, he tends to kind of optimize his yield which we use in our day-to-day brand language as arpu by looking at what seasonality, what kind of a producer will do well and therefore he changes gears in terms of the seeds that he sows in the soil, you know, in his farmland. And he looks at it at the data inputs of weather condition, seasonality, demand cycles and that's how he goes about it. Now take it forward and we look at it in our tech conversation. It's about hunters being replaced with acquisition and farmers being replaced by retention. I think the world has only changed the vocabulary but I think more or less the behaviors are the same. And what tech does for us today is allows us scalability, allows us constant optimization. But just like the farmer, we have to keep doing the, you know, toiling the hard work that is required to understand, you know, what are we really seeding in? How is it going to evolve? And I think that's where the tech playbook comes and makes it very interesting for marketers in today's time. An amazing analogy between hunters and farmers and, you know, acquisition and retention debug out there. You know, quite, you know, I'm sure that, you know, people would be able to get that right as well out there. And, you know, when it comes to, you know, building a martech stack, for example, there are so many options that are there out there. Again, within that there are, you know, the legacy players that are there in the market. There are, you know, new age tech companies, tech first companies. There's a lot of buzzword around AI, I'm sure. And with so many choices for that instance, you know, that someone has, how do you go around building a martech stack? Or, you know, for that instance, anyone in the audience, if, you know, they are already CMOs or they are probably, you know, trying to buy some of these technologies. What are the things that come to your mind that someone should consider while building a stack, you know, on their side? So, you know, tech is very exciting. And in the course of that excitement, I think we should not lose sight of what is set out to serve as a purpose. I think some of the challenges, and obviously I've gone through the journey and I can relate to what marketeers, fellow marketeers would probably experience, is, you know, the undoubtful challenge around the fact that it's deemed as capex, right? So, there is an upfront payout, which is extremely high. And, you know, the leadership or the decision makers tend to kind of seek inside on how this is getting recovered in terms of the efficiency promises. So, I think that's where the primary challenge sets for, as a deciding part. The second piece, like you touched, that there are legacy players and there are new age players. So, the today's reality, thankfully, is that you have challenger brands and you have legacy brands, right? And this is true for all businesses. So, marketeers are therefore in a much better position today to actually do a true evaluation rather than get restricted. I know legacy players come with a lot more credibility, but there are new emerging solutions which could be, you know, addressing the cost efficiency. And also, as technology has evolved, some of the API stacks ensure that you can pick up best of all solutioning around you. So, you know, just like, you know, a couple of decades back when one would find it very difficult to take a ready to purchase unit of a high-end desktop. That's the era when desktops were, you know, I'm talking about the early late 90s, where they were the, you know, really the reference point for technology on the computing side. You would hear people who would do the assembly. And that assembly used to be, you know, customizing those solutioning based on what's the kind of functional role it's gonna deliver for you. So, whether it meant, you know, you needed a higher GB or a RAM or processor speed based on the kind of work or computation you did. Similarly, today, the tech stacks on the martyke side, based on the kind of business you are in, the kind of consumer stock that you're operating on, and the kind of hunting that you are progressively instilling because not every businesses are alike. You can take that plunge of faith and look at, you know, taking in certain combination of, you know, it could be a legacy, a new age or a new age, because today technology has evolved to a level where there is a certain amount of efficiency, which has become a hygiene factor when you're solutioning around martyke. But I think that's a journey each of us have to go through. But if you ask me, is there an alternative to not looking at this as a focus point, I would say no. Please understand that when you reflect back yourself as a role of a marketer, you're also a consumer first. So look at your own journey as a consumer, you're engaged with multiple touch points, you're engaged with multiple brands, and at every stage, you are either experiencing a wow factor or you're experiencing a friction. And that could result in you taking decisioning, which could have otherwise decades back stood the test of time and made you brand loyalist. Today you are dropping brands on the go, just because you had a negative experience. And more so that consumers today are well-empowered, unlike in the previous era, where he can actually vent it out. And that vent out is influencing future purchase cycles, future loyalty, future brand, people who could possibly opt in for your product today reacting to all of these touch points. So I think that's where you need to understand the amalgamation and need to invest in tech and how you bring this together. Yeah, so true. And the way you mentioned like, customer experience definitely comes to the forefront in this case, and considering the new age tech first audience, the digitally native audience that, and definitely we live in an era that there is digitally native audience and there are audience probably in your space, specifically in the investment space, for example, where you have people who might not prefer digital involvement too much. They might still want to call an RM and talk to them, for example. So how do you build your stack or your customer experience with so diverse population? And considering that you are sitting on a gold mine of customer data with so many different touch points that they prefer separately, how do you ensure that customer experience across these touch points are being covered? And definitely from people preferring website to offline mediums to talking to someone to even an app-based digitally native user as well. So how do you go around segmenting and building all of this? So our category or per se the financial category has largely evolved over years in terms of a brick and mortar outreach. We as a player, we obviously got incepted as one of the very early fintechs to be the buzzword that you hear today because we initiated what is the online access to capital markets. So our journey began on the online space, right? So we have a sizable base of today, 8 million plus consumers who have actively engaged for their various needs because we evolved from pure solutioning around trading to today investing, today people can buy insurance, they can buy, they can avail lending products including credit cards. So we have almost 40 to 45 plus products on our platform. So in that sense, we've always been on the digital journey but having said that, you're right that when you look at the generational referencing, the digital native tends to be a lot more comfortable in an environment where he can access information, he can access or he can make his trade decisions on the go. But while he is empowered with these solutioning, we cannot at any point in time ignore the one who's probably, there is a generational gap with but may not be as savvy or as comfortable but is equally evolving today because one thing that pandemic did for a lot of people and I think that's generational agnostic is that there was a forced adoption and that forced adoption led to people experiencing for the first time where their smartphones which were gifted to them by their loved ones moved from being a traditional reference point of just looking at a message or calling to actually using up for content on YouTube and getting to subscribe for services like e-commerce because you were locked down, so you had to order stuff, you had to use the app and that only you could do it on your mobile. And I think those things have acted as trigger points for those generational to come up. But yes, today it's not about what I can do for my consumer, it's about ensuring that I'm there where the consumer is. So there is inward-outward to outward-inward where you need to kind of know where all your consumer accessibility is and this is true not only from an Arctic perspective but also from a outreach to a consumer. You cannot say I will ensure that I will just get visible on a certain set of media vehicles. I need to know first of all who my consumer is, link it back to the product that I'm talking about, link it to the intelligence of my competition, link it to my user behavior and his journey and preferences and then start building together a robust strategy on how do I get into making him aware about my solution. So I think while there is inherent gap but I think that's bridging in and us as a business we ensure that we are accessible to our consumer across our touch point. We focus more on ensuring that the CX value, it's constantly evolving so a lot of data points across his journey, the way he is interacting on our digital assets, the friction he possibly is facing when he's engaged on our website, on our app through the heat maps, reverse data, the click or the event tracking data that gives us his challenge around some of the events that we set up, his subsequent journey towards moving into different stages, the kind of hovering of his icons that are happening on the various product category are all rich insights on a real time basis, thankfully because of the investment we've done on the MaTeX stack, that allows us to keep course correcting and creating agile journey, agile cohorts led targeting which keeps improving on a regular basis as we move forward and helps us to get a lot more sniper casted on understanding how my consumers behaving and then use that reverse insight to then ape it on a local like when it comes to future customer acquisition so that we are in a lot more, not at a very start stage but at a midpoint to move him forward and build that combination of both acquisition and retention. You touch upon very well in terms of how your retention play or how your existing customer base is actually something that's feeding on to those local likes and bringing in the right audience as well. So that definitely brings out the importance of retention and the insights driven through your retention strategy and how you tie it back to your acquisition and that's very important to make sure that you are getting the right audience which has longer LTVs, things like those, right? So again, you also touched upon the fact that being agile, being futuristic, there are so many bright young minds out here who probably want to be in your shoes in the future. What would be your advice? What would be the kind of skill sets that they need to be building in order to be a futuristic CMO like yours? So I don't know how much I can really advise but I can share with my own experience. I think sitting in this kind of an audience couple of years back, I would be enamored with all the fancy terminologies and jargons and the text referencing that would keep evolving in forums. So one thing is don't need to really worry about it. It's not so complicated as it's cited. What probably you need is get into understanding the what is the purpose it's going to serve for me and be conscious about your category and your consumer. So look at the problem from the category lens. Look at the problem from the consumer lens and then look at the enablers. Don't just go with a fanciful word of technology and say I need to put this in place. You need to understand your business reality, your consumer reality and your potential future casting that you are set out to achieve. Link it back to taking solutioning. There is no replacement of I do not need to look at tech. You definitely need to look at tech but at the same time you can look at it with a lot more meaningful address of the core purpose for which your brand stands for and then get into solutioning around it today. Thankfully post pandemic what's changed is that the whole digital playbook has moved up in scale. There are enough and more solutioning coming in. There are a lot of new age startups, players that are ready to bring you that solutioning. So you don't need to rely only on set legacy brands. The new age players are very much also delivering the similar promise. But yes, it requires you to be agile. It requires you to be up to speed at the same time. What's important is please come with a mindset of a experimental. Today the difference between a scientist and a marketeer is very limited. You know as a marketeer this is exciting time. You get to play up with so many different sets of data points which are painting a much more sharper picture for you of your consumer and category. At the same time you've got enablers like tech that can take you to scale. But what you need to have that mindset is to constantly experiment even in our own business. We run agile squads to constantly look at because with 45 set of products and multitude of data coming in we have to be conscious like that farmer looking at seasonality, who's the kind of an audience that opts for a particular type of an asset class or he's someone who looks at new products more evidently than someone who doesn't, who's got higher risk ability. What's been his past purchase behavior? What's been his trigger point? What is the channel at which he looks at engaging most? All of this today, while may sound very overwhelming, but the fact is it's all now solution through a tech lens. It's available in analytics. It's available to give it to you as insight which you just need to spend time and get familiar. And there's no right and wrong part. Every one of us have evolved or evolving. I would not say anyone has evolved. I would say I still evolve every day. You know, when I go into forums I listen to other speakers. When I meet people I probe those conversation and I think that's the beauty of being a marketer that you can take that step to probe and build on those hypothesis and constantly evolve your own understanding and thinking. So true, so true. I hope that going back to basics is something that's important while technology plays an enabling function out there. But the base of marketing, which is experimentation never goes away. And lastly, Deepak, just one last question. I think you have been meeting so many people going to some of these events. I'm sure that you come across so many new trends in technology. What are the ones that you see or you are right now adopting or you would want to adopt going forward in the technology space? What excites you, the new toys? So in my mind, I mean this is my individualistic perspective on some of the data that I keep seeping in or observing. You know, the online is definitely the new offline and metaverse is going to be the new online. And I think that's where some real exciting work is happening in the backdrop. Yes, there are pros and cons that keep coming out but I'm excited to look forward. So while we're talking about Martek, there is already brands who are experimenting their journeys or experimenting how they reach out to the audience who's in that zone. I think some bit of this metaverse behavior is very evident in the young emerging kids in the household who were opted into these platforms like roadblocks and all of it. And you kind of see them taking on aftars very easily. And as parents, you still struggle on figuring it out. And then you have generation that at different age groups who kind of de-stresses by getting into gaming console and getting into that zone, right? So some of these data points give you a sense when you say that you need to be where your consumer is and that world is also evolving with whatever we hear. So yes, that's the new exciting phase. So I think web 3.0 is gonna be very exciting and yet to learn a lot but I think that's the place that I'm looking forward to. Thanks, thanks for your insights. Thanks for being a wonderful audience, everyone.