 All right, and also My nakdhar we have mr. My nakdhar here our jury chair, of course, and he has been extremely diligent a wonderful jury chair We've got a robust list of Winners here tonight, and I'm very grateful for you to have been taking the time for doing this for us with a very Loud round of applause Please acknowledge and welcome the jury chair for the second edition of the Maddie's Good evening everyone It's really been amazing being part of this process and but before you go any further Let me just check up you guys have been doing a lot of passive listening How many of you here are in contention for winning awards finalists in? contention just a show of hands nice and How many of you have not had dinner yet sure fans? Wonderful, so we've got a bunch of people who are hungry for awards and who are just plain hungry, and I'm in the way So I'll try and keep this short. Hopefully not bore you too much So you know I just wanted to spend a couple of minutes sharing some thoughts about you know We're all gathered here to recognize an award great mobile marketing, and I just like to take three questions First why does it matter? You know why should we all be spending time talking about mobile? Second what is great marketing and third? Why are we all here today? I mean we could theoretically do these awards and send out the Results on the net and say company X brand Y has won So first you know let's talk about why mobile and you know I've been doing this for 20 years This year I complete 20 years in the corporate sector and a couple of things always strike me even when I joined as a new hire I found it weird. I still find it weird today I always find it weird when marketers sit and talk about consumers You know it's as if there's this disembodied set of people Whom we don't know we are not part of who are there to consume our products and pay money to us And you know buy our brands I always found that weird because you know there is no such thing as a consumer We are all consumers our families are consumers people we know our consumers our friends are consumers One of the things I like to do is just look inside and say look what are our what's happening to our lives as a consumer And why should that matter to us as marketers and the second thing which I always find curious is In the industry we always look at it on Period wise results, you know, what's your sales versus year ago quarter on quarter even awards? It's year on year Sometimes if you really need to take a view of what has changed and why things matter It helps to take a longer term view. So let's combine those two You know think of me as a consumer and think of how my life has changed in the last 20 years So 20 years ago. I was in Mumbai starting my work my career I just traveled from Hawaii to Parel. So that took me about 45 minutes Maybe I shaved 15 20 minutes versus what I would have done 20 years ago Eastern Express highway wasn't there Maybe the car rides a bit more comfortable, but think about stuff that was happening in my life then I like reading so I'd probably be carrying a paperback with me. My parents were in Delhi So if I wanted to chat with them I'd probably have to plan to stop at a PCO booth along the way maybe on the way back on the way here You know, I if I had to pay someone a bill I'd have to you know, maybe go to the bank or write a check the next day If I wanted to listen to music, I'd probably be carrying my Walkman with me And so if I think about that 20 years ago and I think about now What did I do in my car ride? My eight-year-old son's at home. He's got a homework project I was faced timing him chatting about how he should go about it. I had a bill to pay. I did it online I went to the Kindle store. I downloaded a book. I watched a bit of a movie for good measure All in the 45 minutes it took me to get here and it's all on this one little Device 5.7 inch device. So if you take that long view of yourself as a consumer I'd say it's not over dramatic to say the biggest transformational aspect in our lives has been the advent of Mobile's mobile internet and how that's really allowed us to make our lives simple More connected and really got much more convergence in the different parts of our lives So what does that mean for marketing? What is great marketing anyways? I mean the one thing I'd say is I know this is the second edition of the Maddie's if I have to make a fearless prediction I'd say in a few years. We won't have a separate mobile marketing award You're either gonna have good marketing or bad marketing because no marketing from now on is going to have a Marketing plan that doesn't have mobile in it or is based on mobile, but that's what the consumer is all about today That's what our lives are all about today. So that's my fearless prediction I would love to say wish these awards a long life and ten years on we'll be doing a separate mobile marketing award I would bet in a few years. We're gonna say great marketing has to be about mobile So what is great marketing? I mean, let's start with what's bad marketing? It's easy bad marketing is a waste of time for the consumer and the marketer I think good marketing is easier to identify Good marketing builds business Good marketing builds market share good marketing brings in revenue and that's all nice But as we went through the submissions as we went through some of the ideas we saw what is great marketing? And I think this is another place which I have a lot of personal passion for is If you really humanize it marketing and great marketing is all about building relationships That's what it is and that hasn't changed from the time people wrote the first print ad to the time They made the first piece of TV advertising The brands that have stood the test of time are brands which have made that emotional connection with consumers They've got consumers to love them They've become relevant to the consumers lives and over time consumers have rewarded those brands With revenue with profit with market share and I think that's kind of a mindset which I'd love for all of us to embrace Marketing is not about getting someone to click something. It's not about getting someone to generate a revenue stream Marketing is has been and always will be about building that relationship And I think the measures the metrics we use 20 years ago day after recall sampling conversion have changed But let's not get lost in that and I think that's the one danger I see is that as the tools change people start forgetting that at the end of it. There's a human being Let's not label that human being as a consumer whom we want to form a relationship with and that's where I think mobile and the growth of Mobile offers amazing opportunities for marketers to build those relationships because building a relationship is not just talking to people It's not just asking people to do things, but it's also sharing who you are It's building empathy. It's building connection And I think mobile and the internet allows marketers and brands an amazing opportunity to have those conversations To build that relevance and I think as you look at a lot of the awards a lot of the entries that we found inspiring Where the brands and companies that we're really doing that I'm moving to the final point. Why are we here? Of course, there's beer being passed around I see a beeline for the bar of the bag. There's dinner. There's awards to be won But yeah, I mean we all have work. We all have families. We all could be doing other things with our lives Why I was excited to be a part of this process as I went through the jury judging process And why I'm excited to be here today is as I was going through those entries. I found myself being provoked I found myself being inspired. I found myself being stimulated So I think beyond the awards beyond the nice food beyond the beer and beyond the networking all of that's important What I really think is this an amazing opportunity for us to learn from each other Because if you think about what's happened in the last 20 years Imagine what's gonna happen in the next five Imagine what's gonna happen in the next 10 Imagine 20 years from now when my son is going to be talking to someone about how his dad's been nagging him and how he Got in touch with him. How's he going to be doing that? And I think that's what we are creating. There's no textbook for that and that's what I find really inspiring together all of you Are not just celebrating what worked in the year gone by but we're already celebrate What's gonna inspire and create that future in the next few years? So yeah, it's been wonderful being part of this. I really look forward to seeing a lot of the winners on stage I've seen a lot of your entries. I've seen a lot of your photos But look to see you all in person and thank you so much