 In the span of few months, he created a value preposition, not only with the Marquee clients like Ola, Renault Fedex and 30 others, but also been able to navigate a successful acquisition by publicist groups in April 2018. Thus making history as the fastest equant iron in the Indian OOH industry. Ladies and gentlemen, please put your hands together for Mr. Sujit Banerjee. And maybe welcome with a round of applause which should be really louder, guys. Let's have Mr. Sujit Banerjee here and he'll be talking about the value prepositions as an instrument of transformation here with us. Thank you so much. Thank you so much. It's actually difficult to speak after somebody as illustrious as Rachna. So therefore I would need some divine interventions. Also it's quite humbling, you know, that after you've worked almost 25 years of your life in out of home with greats like Sambalsara, Harish Naik, Abhijeet Sen Gupta as the bosses and established colleagues like Jayesh Yagnik, Rajneesh Bahel, Krishnindu Ghosh, Vinku Chakraborty, Monisha. So a lot of narratives that I'm going to talk about today are slides that are stolen, stolen with pride. But simply because you are always, they leave such strong influences on you, you have no way to escape. Now having said that, we were having this conversation the entire day about what is the problems that we're facing, RY is missing, measurability is missing, the challenges, how do we step up the ante. I think somewhere the solution lies here, are we able to create a value proposition for ourselves, for the industry and for the young boys and girls sitting out there. So this presentation has a divine intervention. I'm seeking God's blessing. I tend to stammer that for next 15 minutes I'm hoping that I don't stammer. I'm able to have a very meaningful conversation. Does it go forward? Can somebody help me with this? So as I said, asking for divine intervention, God, let's have a good start. Let's have prosperity. Let's have common good for all. Let's have a common spirituality for everyone. But one, one power, one power changed the contours of the symbol itself and what did he bring about? He brought about tyranny, he brought about mayhem, oppression. The greatest oppression one human being can do to another and killed 6 million people in that course of few years. What did he achieve? He wanted to transform the world. Did he? Look at the other thing. We all know closer to heart, closer to in our living generation. A religion that was known to be in sync with what was of peace, they developed a phobia. They brought about a mistrust. So what's the perceived? What's the common denominator defining this so-called, this so-called transformation? I think it's the evil intent. But does that mean that transformation is bad? Transformation is not bad. Transformation will happen, change will happen. As I said, cliched as with sound. Transformation change is constant, is the only constant. So let's look at, let's look at some good stories. The good stories is about the one. I don't know how many can identify this one with, this is the French Revolution. Three centuries ago, people, way back in France, stood for three ideologies. Three principles of Pradhrut, equality, liberty. The idea became an ideology. The ideology and what happened? It gave the American War of Independence. It gave us the democracies, it gave the foundation of democracy. It also gave the basic right for existence of self-belief, of our own identity. Let's flip, do a little, come closer home. What did this man do? He created a product, he created, which was beyond pricing. It was, he created a value proposition, which he could have the guts to cannibalize it by himself. Today, when you, and change, and in this course, in this entire conversation, what did he do? He changed the basic way how you and me communicate, right? Today, you, I mean, everyone is willing to spend a lakh, many of us are willing to spend a lakh of 50,000, 60,000, just for a phone, just for a phone. I mean, otherwise you can, but it's beyond price, it's a badge value for Christ's sake. Look at this man. I mean, not what he did, the way he did it, but he had the gumsham to take on the behemoths, the MNC behemoths of the world. And what did he do? And why was he successful? Because he created perceptive value for you and me. What is this perceptive value? The perceptive value that the value that what it brings to me, and you. Also, having said that, the question is, how do you create that perceptive value? Now, value we can only create, value is a mullia, and I'll come to it little later. Value is a mullia. Value is always, has to be, and this might sound a little cliched here, has to be backed by strong values. Fundamental, rudimental values of what grandfathers, fathers taught us and believed, and which perhaps we teach our children of integrity, honesty and hard effort. Look at, and just going back to work of Steve Jobs, he created a value. When you created a value, it's beyond price. When you create a value, and that's exactly, that's that we are transaction, out of form is transactional nature. We talk of why? Because we have not, the clients don't see a value in us. As, as a set of people, we have failed the people. Let's face it. Now, coming home, and that's why the organization I work for, do a circa back in 2015. September, we created Ecosys as a small standalone agency. Six people, nothing much to do in life. Wanted to have bound together by a common vision that can be do a differential work. And the differential work, as we thought it then, and pardon me, Sai for this one, is that we wanted to create the only agency at that moment of time that gives you ROI, in terms of measurability. How we did it, what we did, that's not the, that's not the part of the conversation. By having done so, in a span of 30 months, we were the fastest growing startup. We had done six industry firsts, we won many awards, we've been the agency of the year in many forums. And in 2018, April, I get a call from my existing boss Anupriya, wants to acquire us, and by doing so, and we join hands with them. And in doing so, what is the thing that we created, the narrative that we created was that in the last four years, we were the biggest out-of-home story. That's face-to-facts, that's in front of you. Why did it, we'd get none of us. I mean, we are not in, I mean, I am not an industry stalwart, nobody knows me even, perhaps many of us are seeing me for the first time. None of us are seeing, we were all bunch of, you know, underdogs, but we created story, the story is in the value. And the value that you did was that what happened was, and there was a amalgamation of common thoughts and value system. So trust, talent, and transformation is currently that we imbibe in with publicist media, and that we see seeing, giving the biggest of agencies a run for their money. The point that I'm trying to make is that wherever we're successful, I mean, I guess I'd like to think we were, and press report said that we were successful, and I'm just being a little humble on the other side, is that why were we successful? Why did the acquisition happen? Because we managed to do two things. As Mr, as my ex-superboss, Sam would say, Sam Balsara would say, the meritocracy always wins. So what we did, we did few things correctly here. What we did was, we made them the talent as the leader. So leadership was situational and very, very knowledge based. So Mangesh Sinde, who's a strategic planner, became our trump card, became our messy. And we went with the whole hog, and we knocked at each and every door of the clients, and we picked up businesses. People wrote us off, but we had a singularly, I mean, there's, I don't know how many of you know of Swaminathan Iyer. Swaminathan Iyer, the economist writes in Economic Times, has a very unique theory. The theory is of the Mumbai local. It's crowded for 10, but there's always room for one. Perhaps we decided that we will be that one to climb the local and somehow survive, and we survived, and we reasonably did well. But in the course of the journey, what's the kind of mantra that we took was that the thing that we will challenge the status quo. The chalta hai attitude, outdoor mein aisa hi hota hai. Nah, agar hota hai abhi nahi ho ba, we will do completely the opposite. And by doing so, we created value for ourselves and the client, Ashish is one of them, and they acquisition happened. I mean, want to, is that, look at the current this thing, how it's happening in the national level. In 2014, in 2014, how do I go back sir? In 2014, when elections were happening, the then opposition party came with a political maxim. This is the age old political maxim called in Fabian socialism called greatest good of greatest number. Now, greatest good of greatest number was interpreted into a great offering, sabka saath sabka vikas. As a thought, look at that, look at the magnitude of the thought. As a thought, it was so huge, and what was the result? The result was, we all went like a pipe pipe of hamlin. The power of creating the value proposition is immense. What it does to you? It makes you very strange bedfellows. It fixes queer relationships. The living embodiment of that, even three years back, could we have ever imagined, going to an RSS shaka and addressing it. Why the value proposition is there? Couple of people, I mean, couple of thoughts that I will always sing. Why does a Vinku, wherever Vinku goes, H-U-L follows. Wherever Imtiaz goes, L'Oreal follows. Why? Because the power of that relationship, and that's the beauty of it. Now, having said that, I will leave you with, and especially not for, I mean, if it's getting too pakaoing and too much of gyan, I will leave you with some thoughts in terms of my, these are my thoughts, as I said, of the young boys and girls full of dreams out to the back, that how will you, I am not here to consult for Christ's sake. I am not here to consult what's the value proposition you will doing, you know. A friend of mine, an ex-friend of mine is trying to create an out specialist airport out of an agency. The idea is brilliant. I said, if you have the conviction, go and do it. Because if you have faith, the faith will lead into a belief. If you have the belief, the belief will lead into faith, and the faith can move mountains. And that's mountain is creating the transformation. Now, having said that, the question is, how do I create that value? How do I create that value proposition? The answer lies perhaps in what I call as a Devas model. And I said, this is assimilation of the learnings from various sources here. Devas, if the challenge is like the Asuras, how will you conquer them? You will conquer them with the Devas. Only God can conquer them, right? So, D is for depth. The point is, all our plans, all that we do doesn't have depth. We are doing a copy-paste job. One plant plan fits all kind of solution. I mean, we don't understand the client. Perhaps the young boys and girls right in the back, if you understand, if you put your head together and all the experts were saying, you know, understand the TG, understand where the data is coming from. If you analyze that, you will automatically become an expert. And today, the clients are willing to pay for expertise, okay? Because it's our, across all agencies, all plants look the same. Because, and that's why the rate game is big. At time will come, the moment you have each agency develops the depth, you will have pitches being won on value proposition, not on rates. Rates will come much later. This second is ethics, somewhere down the line. Dilpeha. Plant-based, sincerely, kankyakini. T, create diakini. Where you've been absolutely honest in terms of efforts, in terms of what you're offering to the client. And so on. The next, the V is for vision. What I call as a dream. Dream big, dream of an idea. Follow that dream and you will achieve it. And perhaps we were, have that Martin Luther moment here. I have a dream. Say it loud to yourself. Now, having said that, what, what dream does to you, if you're convinced, it leads you into an audacious action. You will be propelled by it. You'll be a self-propelling resource to follow the dream. And perhaps we will be able to, the young boys and girls out there, that somebody is, somebody trying to sell, and there was a little comment about the cup. I think it's a brilliant idea. He followed it in the single, I mean, with a single-minded devotion of following that dream. The next is, the next A is for articulation. Our plan, we don't tell out of home, our presentations are to the clients, ask the clients. It is all about number. There's no story. What's in it for him? Tell a story. Tell a narrative. Excel comes very late. But it won't even come. If you're able to articulate well, it's beyond price. And the last is in synchronization. Synchronization is with the environment, with yourself, what the client needs are, understanding the customer. Now, if you do all this, as I said, value is equal to dhan. So, as I say, when we pray to Lord Durga, dhanan dehi, rupam dehi, yashodhehi, and I'll translate it for you. And disho jahi, which says, give me wealth. God will give you wealth. You will get great, great feeling for yourself. You will get brand salience for yourself and your company and for yourself, name for the equipment. And while doing this, you'll be a nemesis to your competition. Thank you, Chai Hind. Thank you, thank you so much, Mr. Sujit Banerjee here. And you threw light on value preposition and talked about values and, of course, ethics, vision, action, articulation, and synchronization. I think he needs a round of applause, a bigger round of applause. All right, so now let me share. Sir, if you can please join me on the stage. Yes, Mr. Sujit, yeah. Please join me, sir. You know, when he was talking about values, I could recall and remind the, you know, few lines. And I would just read out from here that, you know, luck is like dots and our efforts are like lines that you draw to join those dots. So it's all in your hands to create the picture of your own life. And I think that, and I also hope that we all are going to draw our best from today onwards in whatever we are going to do in Excel. So I would like to once again thank Mr. Sujit here. Please, sir, if you can join the center of the stage. And I would like to call upon Mr. Pramod Patil, Associate VP Media, Kote Mahindra Band, to kindly felicitate, serve with a momento. Please, ladies and gentlemen, put your hands together. I think we are definitely going to remember the values. And like he said rightfully that we have to go back to our roots and what our fathers and forefathers have taught us. Really, that actually helps us in whatever we do and everyone sitting across. I think there are students in the room. So please follow that and we should not, you know, rush on being competitive with each other always. I think that's what we need to learn by this session and also how to lead the market with value preposition.