 All right, I think so screen is this year and we guys were thinking what should be a topic because everyone's covering various disciplines and practices. And we said the technology interventions on mobile marketing are kind of all time high. So it requires us to stitch a panel and talk about all the technology stack that goes into creating a media plan these days. Right. So mobile marketing clearly is a one billion story in India. I mean, absolutely anyone who's got mobile phone can be reached through various technology interventions. I still remember one of my early campaigns and I think all of us come in from SMS era. So lays how World Cup job was one of the early campaigns where everything used to get stitched on short codes. Right. People used to actually take a lot of efforts by the pack. Call on a number or maybe just SMS and keep participating on context from there. We evolved and we started running campaigns on Apple's platform SMS 2.0, which was more richer in that sense. And that's where Google RCS was being much talked about in that era from there. I think I did my first campaign on IPL 2009 where we ran a campaign for SBI, which is a video ad on IPL inventory. Right. And it used to buff us. My client used to actually wait for the ads to load. And from there, now we are talking about the entire boom of app economy with the 4G era, which is what Vishal is going to talk about. He's kicked about that topic. You can already see that smile on his face. And now we are moving into a 5G era where things are going to be transformation. Right. From someone who's created using site builders, I created my own site. To me, creating my own metahuman on unreal now and metahuman is running keynotes. So you can already see a lot of technology stack which goes into creating these transformations. Right. So in today's topic, we've got partners, platform players, marketers who have done some phenomenal work in mobile marketing space using technology. So let me just give you a quick landscape of mobile marketing or mobile landscape of India that'll set the context for us. Would that make sense? I mean, just a quick recap. Yeah, I saw five thumbs up. That was equivalent to five. Okay. So super. So we're talking about one billion active sims in the Indian market and we are seeing still record number of sims are on dumb phones, which is close to 300 million sims are still on dumb phones or feature phones as we call it. Right. So is this technology playing a role and to address audiences out there? The answer is a big yes. We create smart solutions for dumb phones where the user would stick to the regular dialing pattern of giving in a miss call. But but now guess what? When the call comes back, the user can start talking to the phones. And that's in fact the big text like Google did a tweak in India where Google Assistant on Vodafone was available for feature phones as well. Right. And there are a lot of innovations which happened in that space. And there's a record number of smartphones which are making inroads in the tier two markets in rural India. There are an array of applications which are picking up in these markets. The usage of augmented reality is all time high. So it's been the industry is being around for more than a decade or maybe two decades now. But the industry has only gotten shape in the last five years. And I would say augmented reality is really, really right. And all our panelists here and all of them, almost all of them would have a case on augmented reality. Right. So it's so right. So we'll talk more about augmented reality. We'll talk more about AI in this session and synthetic AI and Generative AI, which is what's going to drive the transformation in times to come. The entire future of content marketing is going to be driven by that. Right. Now to begin with we will spend some time and take up some use cases on the rural marketing side. How technology livers are being used in the feature phone segment and how are we engaging with an audience who are totally living on voice. They don't interact with any banner ads. They don't go to play stores and download fancy apps. They are the ones who are completely passive. People reach out to them or marketers reach out to them. They create advocates. They engage with them and how they do that. We will look at our fascinating example on Mondays. We'll start with with their first and Mondays. I mean doesn't need any introduction right. Mondays this year has been like the brand of the year on this planet. The kind of work which Mondays has been doing and India is pretty much leading the charge with all the can glory which we got on Not just a category ad, but would love you to take a use case on what have you done for the rural segment on feature phones. Thanks. Thanks, Neeraj. In fact, I think it's interesting that you bought the feature phone up front because I think when we talk about mobile technology, et cetera, there is a tendency to get very enamored by the tech that's available. But at the end of the day, as marketers, what's important for us is how does the technology serve a brand or a business objective, which is rooted in insight. So the case I'm going to talk about really is the work that we did on brand Bonvita around COVID times where, you know, we, you know, we knew that there is a conversation around immunity, parents were concerned about immunity levels of the children. And, you know, how could we, how could brand Bonvita play a role there both by providing information as well as partnering. And in markets, which is Bihar, you know, where there is the penetration of media itself is not very high. And the fact that feature phones were likely said the number of people on mobile phones is far higher. What we essentially did was we use the feature phone to sort of reach out to folks who had consented to receiving communication, you know, the tri database. And we sort of sent a piece of comms to them saying, which is just a message saying, you know, would you like to know more about immunity? And if yes, we can reach out to you. And a lot of people who consented, we had a celebrity call them back. So while the celebrity message was the very fact that, you know, Raveena Tandon was speaking to you on immunity meant that we wanted to initiate a two way conversation. But it didn't stop there. What we essentially said was, look, if you want to know more, you could get on to a conference where we could talk about immunity and, you know, this particular thing that's capturing everyone's minds, especially in this COVID time. And effectively, those folks who had consented got on sort of bridge call. So it was like a virtual conference that we enabled for, you know, think of it like a team's call without the video on a future phone where the people are just joining in. I think I think when the idea would have first come in and I'm now speaking on behalf of the brand team, I'm sure it would have sounded very, you know, incredulous saying that our people really going to participate in something like this. But on topics and context that matter to them with immunity in times of COVID coming from a trusted brand like Bonvita, this particular vehicle really gave us a chance to interact with folks that we were otherwise not able to reach television or the fact that they didn't have a, you know, a smartphone, a gimmicky phone where you could do a whole host of other things which a future phone doesn't allow. So I think the partnership again with WPP on this one on identifying the right partner and just reaching out to those people truly stands out when you're dazzled by the whole, you know, the technology bit that you see these days in the mobile. So just to, just to add to what Vidya said, can you guys hear me? Just to add to what Vidya said this entire platform was inspired by PM Modi's maybe Chokhidar where he spoke to 25 lakh people. All the surpanges were connected on a call, right? So and then he reached out did a massive outreach where he was running a live Q&A on audio conferencing. So even if you have a drop dead feature phone, you can still connect and run a seamless Q&A. And with Mondeli's having so much brand power, all it makes sense is to get folks like Raveena Tandon to interact with their popular celebrities in the rural belt out there. There's a question on gaming, right? And when you see most of these feature phones are now upgrading to smart feature phones, which is those Carbon, Lava, Geo, Nokia kind of phones, right? Gaming remains a number one thing out there. So the question is to Weber in terms of how are you seeing gaming evolve for feature phones and all the entry level smartphones. And I can, I can see this very interesting use case which was being done on Geo games with Pepsi on Mountain Dew arena. The entire console was being ported out there. So that's pretty interesting because, you know, the perception continues to be that, you know, gaming is all high end and, you know, the best of the smartphones. And that's I think it also to us as a platform also comes from certain, you know, feedback from marketers at times that this is how it's bucketed. But as you rightly said, like when we work with even telcos like Geo who have massive, you know, feature phones or dumb phones as we call it, the users are there. The fundamental to gaming remains the same, which is it is a immersive and engaging platform. And if presented in the right fashion, the audience is there, they are spending disproportionate time. Also, we believe that's the right time to connect with them because it's not from a pure disturbance, you know, so they have time at leisure. So the audience remains to be there, but to be honest, it's to us, it's a largely untapped audience from a monetization point of view. So that remains to be one audience which is probably most neglected. Now, they might not be on priority for a lot of brands or marketers, but we do believe it is, you know, it's not a small number. It is of relevance to a lot of folks and certain amount of priority should come back. Plus just an additional point from, I think from tech in terms of tracking or even other, you know, fundamentals like measurement and all. Today technology is equally compatible with both. It is not to say that only, you know, per se smartphones are trackable in a lot of sense. So that's something which should be explored, but I think it's a mindset issue more than anything else where those are continue to be a neglected audience. You want to add to this? Yeah, I'll just like to add to this and purely talking from Mountain Dew Arena. The difference a couple of years back when it was only done on ground and it was on mobile but not with you and not on a mobile platform. The year that it went to the mobile platform, there were at least 600% increase in the user. Yeah, and it was done in the Hindi heartland in the rural areas of UP largely. And so there were two legs to it. One was a professional leg, one was amateur leg. 80% usage was on the amateur leg. Thank you so much. That is what I was expecting you to cover because since you manage the account for the longest time and drove that campaign ladies gentlemen Vishal for all you guys. One more use case coming up on Pepsi from Vishal next. All right, let's just change gears and move on to smartphones now and talk about the most right practice on technology. And that is I would say augmented reality, which is like really upbeat and augmented reality is pretty much firing up on all three categories, whether it's where they are, which is being driven by platforms like Neantix, Neantix acquired 8th wall. We just did a quick pilot in our commerce event. A couple of days back we launched VPS. Yeah, and with 5G coming in the browsers and the experience of the browser are going to go more powerful. So whether it's web AR, whether it's in app AR or whether it's social AR AR is pretty much firing up on all segments right. And it's getting layered on top of media. It's getting layered on top of brands existing real estate and making those conversations with the consumers more engaging out there. So this would be for Naveen who's been doing some fabulous work using big data and AR to drive commerce. So let's hear it from Naveen. And fundamentally what we wanted to attempt to solve was that when we launched AR long back. Because when we we've done multiple use cases with AR in brand where it's more I would say playful gimmicky, what we tried to do was for a consumer till that time who's not used to buying a 30,000 rupee product online or I would say highly non standardized high value product. For someone like that AR that we brought in was to tell them or tell her in her room how would it look right. A particular sofa if it's yellow in color against my green wall how does it really plays out. So that's largely the journey that we were trying to build. I would want to add that today where AR is roughly one in five every add to cards for us happens through a consumer who's gone through AR. So that's the journey with the ad. And the reverse is that for a lot of the others who don't because also and then I start off by saying 85% of the people are still buying physically going to a furniture shop nearby or a carpenter. In fact they use AR to place it they put it up on the card they go to the store and then they say this is what I want to buy. Exactly a lot of them end up adding to cart going to the physical store because if they're still not convinced they still want to knock on wood so they go there. While I like I said I was talking to somebody that I don't know what happens when I knock on wood but it's just that something rings directly to my heart right. So they still go to the store and then they add it. So what AR has done is one help us get consumers faster and what we are also talking about today is if you go to any of our physical studios like the physical store which we call a studio. We don't sell a single piece of furniture that's in the studio right. Every sale happens through the mobile device or the tab in the store. You don't pick up anything from there when you walk out. So we've been trying to figure out that the store is also used as a recruitment to come back to the online journey or the mobile journey. And hence where we are putting our trust in Mike next is using a mobile device itself. If not a headgear how do we move people to experience VR maybe right. And the other way to put it is as we've quoted before our ambition is to build a furniture less store like walk into a store and there'll be not a single piece of furniture right. And that's something hopefully soon we get to right. So what do they do they walk into the store. There's nothing they use AR to place it and see how it looks. So the idea was a lot of time for us to let's imagine you come to this place right. If that sofa was not there but I can still sit here and see the sofa when you talk about Metaverse earlier. But the idea was if I place the exact sofa the exact way it appears right. I'm not built it using any other software right. That's a good question that you've asked because what that enables for us is today for example our stores would be 2000 4000 square feet. I can have a 200 square feet store tomorrow right. It's going to be transformational in the way we reach out to the I would say the deepest part of the nations right. It enables us to scale faster get more people to get to this. So I would say technology would be a core. I wouldn't say a provider but I'd say at the core of getting people to furniture and a better home for us. Shaitan you've done some fascinating work. Have you moved in from a category which is completely easy to deploy campaigns on CPG to an alcohol brand now where there are a lot of restrictions out there. So what's been the kind of work which you've done on the technology line specially on AR let's just take that. By the way while you were asking the question I was thinking of this idea. It's a fabulous idea. Peppa fry mini stores. It's a fabulous idea by the way. But yes I think it's been a fab journey. ITC Foods was more consumer out. And right now at Panurika. It's again it's Alkobiv. While there are restrictions but frankly where there are restrictions there are challenges where there are challenges there is excitement. Because you can push them up and make things happen. Let me give you an example of one of the brands and kudos to the branding who actually did the campaign. The context is ICC World Cup. Not that we did well but it's a festive of ICC World Cup. Brand is Royal Stack which believes in making it large. And what we realized is how do we drive conversations between the product and the sports fanatics. Using our products how do we bring about and amp up the so called fanfare and glory. So we created these packs which are the AR packs for ICC World Cup. We had two things in it. Number one people could experience all the World Cup moments. Right from the winning World Cup of 1993 to 2011. They could experience everything. There were certain moments which were highlights as well. The team couldn't make it through but there were some fabulous innings. Which people could kind of scan the pack and kind of experience those moments. Second the trophy. I think it's a moment of glory to have a picture with the trophy. The trophy by the way was kind of circulated physically across the world. Being the beverage partner for this event. What we realized is that you can take a selfie with the trophy. So there were two wrong approach. Number one to kind of have a pic with the so called trophy. And second is watch. The so called moments. What did we achieve? Of course the time spent was more than one minutes. But frankly we penetrated more than 380 cities in India. And I'm hopeful that as we progress in the later half this campaign is going to win a lot of awards as well. Because it was done really smartly. Using the product as the key hero. How many times can we think of the product as the key hero? We normally look at events. We normally look at circumstances. But making product as the hero and using the festive occasion of ICC World Cup and marry both. Using the technology of AR. I think it works really well. So that's one thing which I thought I'll bring to the table. Yeah I think I was just going through a report which says about 50% plus CPG brands in West. They lean back on connected packaging. And they're actually getting geared for the ID less world as they say. So you need to actually work towards creating one PD. And then channelizing it well to deliver campaigns and AR on the pack. And gamification kind of helps you create that. Another technology which is kind of underrated when it comes to mobile marketing. Is this entire space of audio and voice. Not much is being done in that space. But there's some fascinating piece of work which has happened in that space. So Sonam here did a very interesting campaign on for Mahindra. I mean another very interesting point is you don't need to spend millions of dollars to create a super innovative campaign. The most awarded campaigns they would come with least amount of money which gets spent on it. So totally all the brands when we look at them they are they are up for test and learn when it comes to technology. But folks like Sonam they are very clear when they are getting into test and learn. They are very clear in terms of what they want to learn from that experiment which they are doing. And that campaign which is on sound map if I'm not wrong that was fabulous. So I thought we should talk about it on this panel. Thanks for giving me this opportunity. So everyone out here if you could just close your eyes for a second. Go to that one place in your mind and think about that one sound that is close to your heart. I mean everybody I'm asking you to do this. Now wake up some of them slept yeah. Yeah I mean I don't want you to sleep for a long time but just go close your eyes and think about that one sound that's actually close to your heart. Now take that sound marry it with millions of others and create a music video out of it. This is exactly what we did for XUV Fireablo. XUV Fireablo was a brand which wanted to connect with people on an emotional level. Buying a vehicle is not just you know making a money investment it's more of an emotional investment not just for you for your entire family. And how do you connect at an emotional level with people to make them feel that you know this is what you need in your life. We were not selling a vehicle we were not even promoting the brand all we wanted you to do was to send us a piece of sound that is close to your heart. Tag us on the location that you are and we will create a video out of it. All of this done through the simple piece of you know plastic or metal that is lying next to me that is going to be with me that's all I'm asking. And this is what helped us get so many 5000 hours of content of user generated content which was unbelievable. The amount of consumer engagements that we had was just send off this entire campaign off the roof. I mean as he rightly said you know some of the surprising campaigns come with the least of budgets. And trust me this is where we realize that we connect with consumers at a very different level when we do emotional campaigns when we are not pitching or actually selling a vehicle. And this is where mobile technology came into rescue. It got us all of those emotional connects with the consumers. We got them with a music director made a music album out of it. Saw to it that we promoted them and there was an emotional connect because the minute you see your voice that you have shared on a platform with Mahindra coming in a music video you know that's a part of me in that music album. And that is the kind of connect that we wanted with our vehicles because your vehicle is a part of you. And this is exactly what the entire campaign was all about. Isn't that fabulous the way they thought about it. And I think you give an interesting example that you move into National Park and if there are monkeys making some sound a lot of people actually posted that a lot of people posted their wives yelling at them. That's an emotional sound for you. I don't know whether they went into the main footage or not but yeah it was it was quite a lot of fun. Now it is taking this audio conversations ahead. How many of you have heard about this campaign which Mondalees did or what Pepsi did which was a rap challenge with Bachchan Google Assistant or Mondalees did a fabulous campaign. They've got this property do nothing more which with their kind of champions and there was this voice skill which was being created which was top trending globally in terms of the one of the unique voice assistant deployments right where we made Google do nothing. So when you ask Google a serious question and you are into the do nothing more Google is going to give you a quirky response back and not the answer to the question which you asked Google. And to extend that with has gone ahead creating a lot of mobile first experiences on do nothing more. So why don't you take us through all the experiences which you've created. I think I think the most unique thing about do nothing work that we've done in the last couple of years is that one these are mobile first experiences but two they would not have existed if we did not have mobile technology. So it's not possible to do some of this work on let's say a desktop or a website version. So you spoke about the Google Assistant piece. The other work that we did very recently I think if I'm not wrong last year was that the proposition of 5 star is is basically you know to say that we want to encourage people to do nothing have that downtime and you know enjoy their 5 star at that time. And we literally wanted to reward people for not doing anything. And we wanted to see that you know can we create a sort of gratification for the amount of time that people are doing nothing. And the only way to do that was to say that you know through the pack again a connected pack that takes you to a site. You don't do anything on the mobile phone right you keep the mobile phone and the and the site sort of tracks any movement that you've done there. So whether you're opening any other side or any other window etc. And if you're not doing it for long periods of time you obviously get coins. So there were people who did nothing for half an hour and got like some C4 coins and so on and so forth almost like crypto mining. Exactly. So you know while the coins are not crypto but you know it kind of brings together the Gen Z passion points. It also says true to the philosophy and it leverages mobile technology because this would not have been possible with anything else that doesn't capture. Let's say movement or you know activity and it's so personal if I want a hyper personalized mobile is the only way I can. And it works very well here because going back to your original point of you know how penetrated mobile is in India. Anybody can do it anywhere. You know it just fits every single aspect of the activation that we might want to do. Absolutely. That's my lucky one. All right. So another another subject which is core to mobile marketing is this entire space of app economy and Vishal is itching to talk about it. So I would let him do the talking on app economy. How is it going in 4G and how does he see it evolving in 5G. Well let me try and raise the bar because he has been talking about one billion consumers and how such sexy technologies like AR VR Metaverse. They're all getting the consumer giving them an immersive experience. But what has happened because of that in the last two three years because of 4G and then the Kuwait and because of these technologies. Consumers have actually started using a lot of apps and a lot of new categories have come in. It's not just Ecom anymore. Lots of categories. It's gaming. It's a lifestyle. It's wellness. It's education. It's learning. And what has happened because of that. So we're talking about one billion. If you look at 2021 there were 13 billion apps which were downloaded in India. If I look at 2022 till now the number is around 35 billion. We are the second largest in terms of app downloads in the world. Second only to China. 70 percent turn rate. Okay. So that's that's probably someone like app owners probably would give you that answer. But it actually depends on what they're doing on that app. And that is where I would come and I talk about what 5G would bring in. But what what has clearly happened is that a lot of transactions that is happening on apps now is because of what market years have done with the consumers on those apps. And that is where someone like us isn't getting into a lot of sexy technology. But we simply have integrated our platform with all OEMs because around 45 percent of these downloads are not from play store Google Play Store. But they are from respective OEM app stores. So we we've just integrated it with OEMs. You can download. You can put your app over there. It automatically gets tested by all OEMs. As the test it's published on the OEM app stores and you you simply promote it from there and you get your consumers. Now what 5G would do is is is probably give up more personalized and more immersive experience to these consumers. And that is where I see the app economy getting another kick. And this this 30 35 billion would probably go to a 50 55 billion in the next couple of years. Okay, super. So since you mentioned metaverse, let's just switch gears and move on to my favorite topic. I mean almost like all the panels have been doing this year is on metaverse and metaverse marketing creating my own meta Humans talking a lot about pixel streaming which is going to drive those five hundred million and 65 percent of those five Hundred million phones which are in the price band of 10 to 15 thousand with data remains a bigger channel. So what 5G is going to do is it's not to download apps, not to watch videos, but go to do some heavy lifting on computing. And that's where you will see telecom upgrading like exactly what us did in 2014 the entire ROI model on pixel streaming out there. I don't know whether India is going to go that route. Nor am I saying that all metaverse experiences are going to be backed with pixel streaming because it's very expensive affair. But definitely for the stuff which you see on what you call a concert, it's definitely a better platform to try it out. Right. So just to give you a quick metaverse story for India, we've activated about 12 plus brands in the metaverse space up till now. And I see a transformation every three months in terms of the tech stack and how it's evolving right from we conducting. World's first wedding on the metaverse and getting co-colla to sponsor it to holy on the metaverse to Decentraland work which we have done with the profetti creating a kids award show. And Shetanshu did something really fascinating yesterday, which is a zone which he's created on Decentraland again. So would love to hear about that. It's an age of experimentation. We're still trying to figure out things. Of course, not to India's first, India's first as metaverse is labeled to be. I think it has a lot of capabilities and it's more about the mindset. What we did was for Linda Sprite fashion, iconic fashion series, which we do. We actually made this entire experience a borderless for the lifestyle and fashion space. So what you do is if you go into the space, the so-called centerland, what you see is everything. Right from buying NFTs from the top fashion designers to doing a live ramp walk to kind of then getting certain exclusive passes for the physical event. So it's end to end. It's one of its own kind of space you're creating. And yes, happy to share it went live. I would urge everyone to kind of participate as well. It's a sales pitch, but I think it's as you would understand. We are still in the space. Most of the brands. In fact, when I was at ITC as well, I remember this wedding thing and we did for Fabelle. I think we were discussing with the brand that what should we do, right? And those two, the couples, we gave them a Fabelle hamper, chocolate hamper. And it's one of the most costliest chocolate in the country today, Fabelle from ITC. They got married for that, I feel. Sorry. No, so again, look, when things are happening, you're not sure what how things are kind of going to be. It's good to kind of go in the motion, experience, test, and then learn certain things. I'm sure 80% of times you'll fail, right? But what is important is that gone are the days I would say the world is changing so fast. You can't label metaverse as India's first each time. So there are 1000 categories and everyone can say India's first, right? What's important is to have an objective. Yeah. And just to add the hype cycle for metaverse is over now. What it needs is a real utility. That is what we are trying to crack with a lot of our brands, which is more sustained and long term. Everyone has kind of written on the hype cycle created a lot of interesting experiences. Having said that, virtual world is here to stay. Experiments are here to happen on virtual world and brands will continue to do that and learn, right? So now we have about eight minutes, like each one of you. I would want you to talk about the most promising technology which you guys are foreseeing. For yourself in the 5G era in 2023. So let's just start with Webber and metaverse and gaming. It's such a hot topic with Roblox reading the charge. And the new age brand mascots, as I say, we created something globally called Wendy's. Wendy's is a virtual baby. She moves into gaming worlds like decent land, Minecraft, Roblox and challenges. Every gamer is like me. And guess what? She beats us at that. So you will see more and more AI mascots moving into virtual worlds, brand mascots, and engaging with the audiences out there. So what's your take on metaverse and gaming in the new 5G world? And that's something very close to heart, you know, because gaming is what we typically stand for in the market. And, you know, so very rightly said by Neeraj that the sort of experimentation stage is gone, but the whole concept and metaverse is here to stay. And that doesn't mean, you know, in future everybody is going to just wear Oculus, and that's not where it's going to evolve. But what we are seeing is this sort of gradual transition. So even in this larger gaming space, how it transitioned from pure just sort of advertising or banners or videos to then moving purely in-game, you know, as a stuff, then NFT started coming in, tokenization happened. Eventually, you know, stuff moving towards collectibles, also their engagement. So the fundamental to marketing in terms of the audiences, connecting with that audience, having an engagement, are still the parameters which would remain. The space continues to evolve, and every year we'll start seeing more and more, you know, used cases for more, you know, not just evolved people or, you know, hybrid gamers, but masses adapting to it. And that is where, you know, from an experimentation we'll start seeing much more. That's how we engage with brands today, where a lot more sustainable and continuous activity would start coming in into this world. So it's not very far off from the way we look at it. Maybe, you know, every quarter there would be certain development. It also needs a lot of evangelization. Like, for the longest time, people thought that Metaverse is a property of Meta. Like, in old days, my bosses used to tell me that Yahoo belonged to Sashik Shami Kapoor. You know, a lot of people used to say that in old days that Yahoo is owned by Shami Kapoor. That was not the case. A lot of evangelization is also needed. I think Vishal said that. Definitely. But the pace is going to be much faster this time. Absolutely. So moving on, with NFTs, I would say the novelty value is perished, which means the true value is going to get evolved. And a lot of utility-driven NFT services are around the corners now. One of which is what Sonam has done, which is NFT for a social cause, right? We would love to hear that on the work which we did on Thar. In fact, that was the first NFT by any automobile brand in that category. Yes. That's correct. In fact, it was the first Indian OEM to have NFTs in India. And this was done by... It doesn't do anything, which is second. Well, Mahindra has been a pioneer for everything almost. And it was a privilege, you know, to have superhero NFTs by Thar. We had a huge auction by that, and we were very happy to donate all of the money to Charity in Nani Kali. Mahindra has always been a pioneer for philanthropic work. And that's the reason we did this initiative so that, you know, we could bring in the light in the... You know, in the lives of so many other people as well. And we chose Thar as the brand to do that. Clap, guys. Such an amazing use case. All right. You did some experimentation on Metaverse as well, right? Yes. We are also in the process, and though that's, you know, under covers. But, you know, as you can see, yes, under covers. And that's the reason, you know, we are moving into a world which is evolving day by day. So when Metaverse was born and now also that, you know, we're still talking about the whole evolution about Metaverse, we're looking the same change that is happening in the automobile industry as well. You know, today we're looking at hybrids, we're looking at EVs, and we're not just evaluating or considering we're actually buying the vehicles. And that's where we have to see that, you know, today's audience is changing. Today's audience is not looking at, you know, probably just the gasoline or diesel. We are looking at sustainability in a huge way. And that's the reason where there is a marriage between Metaverse and EVs and, you know, whichever other new vehicles that are going to come, you know, that's the thing. So there's a lot of evolution that is going on. There's evolution in the entire industry as well. And yes, as I said, you know, there are things that are under cover and probably just a little wait and watch till we see what happens next. So we did Volvoverse, which is an XC40 launch on the Metaverse, which was hugely successful. On a click of a button, you can enter the Metaverse. You don't need fancy headgears to enter the space. That's another myth, which is a shade with the Metaverse saying that unless you don't have a Quest 2, you cannot enter. Right now, you cannot enter Horizon Worlds without a Quest 2, but you can enter Virtual Worlds, almost all of them, right? Yes, coming on to Naveen. How does you, how would the entire consumer experience when it comes to shopping change in times to come? Because when you see commerce today has got so many interventions. We're talking about WhatsApp commerce, to voice commerce, to gamification commerce, to live commerce, and there are so many variants of it now. Or using synthetic AI, like what Viko is doing with Diya Mirza synthetic avatar, right? Or digital humans, they are being used to drive commerce now. And just to give you a quick context on all the audience which is resting in your cart right now, and you mentioned a lot of them, they put the stuff on the cart, and then they come to you, they want to see the actual stuff, and then they buy, right? This is one of the innovations which we did on an audio platform, is when you put stuff on the cart, and when you are then listening to music on an XYZ platform, the same product which you have placed it on the cart, those ads are going to play back at you, right? So that's one of the ways that technology hacks to kind of coax people to increase the purchase intent and make them drive. So how do you see it evolving for your category? So I'll take it from what you were mentioning, let's say the cart piece, right? And then I'll go to the others. I think the beginning at the core is getting your consumer right. I think understanding exactly what would the consumer do, if for example they've added to cart, but not purchased, and are four days since then, right? So I think what we do today extensively, I would say a reasonably good job at, is maybe understanding this consumer right. So I think we spend a lot of our effort and energy, and I would say resources as well to get this right. I think at the core of, if you ask me, how is my consumer who's added to cart, and been five days since then, different from 10 days consumer, right? And so we make a lot of plans around that. So fundamentally to start off with, I think, our journey is towards understanding the consumer better. If you are available online, luckily you have possibly everything barring for very personal details of the consumer with you, right? So you basically know how do they behave. So a lot of our interventions, journeys that we do is just to get this better. But that's it, I think our journey ahead is about removing all the barriers and the walls in the journey. And hence I talk about if there is a physical space that we need to go to, how do we make it simpler for the consumer, right? We build studios, we are in 100 plus cities today, with about 200 plus stores across the country, right? And that number, I would say, literally doubled in the last year, right? Because we said that's important if we need to get to a tier two and a tier three store, where people still want more support to make their journey. What we are now looking at is if you really want to scale this up further, one of the things I talked about earlier, which is this entire journey of virtual reality assisting in this journey. But the other thing is can we completely take this off? Can you be at your home and come to my studio, right? So that's the journey we are trying to make towards. So I think what we are betting on are two things, which is getting the consumer right, exactly giving them what they need. And number two is making it extremely simple for the consumer to purchase with us. And whatever aids in that journey, be it augmented reality, virtual reality, metaverse, whatever be that journey to do that, right? So a lot of our not getting into details because again, it's maybe under the same wrap, right? But the idea is, the idea is all our efforts currently are towards that, ensuring that the key metrics like conversion, right? Getting them to buy more, LTV. A lot of those metrics are what we are focusing on and getting that basics right. That's what our energy is. So we've actually run out of time. In summer, we really like it. But we will still ask Vidya to round out the conversation for us because she's been doing some fascinating work using synthetic AI, not just a Cadbury ad. It's not worth forgetting on this panel. We should call it out. And how do you see synthetic AI getting leveraged with your existing CRM or the entire wealth of one PD which we are building to drive conversations, especially in the 5G era? So I think I'm, you know, it's I'm not the right person to talk about not just a Cadbury ad, but honestly it doesn't need any more information about it than that's already there in the public. But it's a great example of how the right context and the right brand ambassador can just work wonders with, you know, an enabling technology that just transformed the piece of communication. But coming back to the question that you were asking, right? So for example, look at the fact that, you know, let's take the example of our gifting site. So we have a personalized gifting experience where people can personalize their gifts and buy them. This is over and above our regular gifting assortment. Now a lot of times we realize that, you know, again, same thing, right? People add to cart and then not to go ahead. Or they're a little confused about what are they getting the, you know, the personalization element about. Is it just packaging or could they also, you know, personalize the product and so on and so forth? And these are people who actually want to buy you over a host of other options. So clearly there is, and this is not something that we do on a regular basis. So despite the fact that, you know, we... This is not our core business. There are people who are wanting to do it. We clearly want to understand from them, you know, what's stopping them, enable this journey a little better. And while there is WhatsApp, while there are chatbots, etc., that can anyway drive this conversation and convert, an element of, you know, a human element, whether it is a celebrity or a regular human element, who can initiate that conversation, add elements of personalization, understand from you, you know, you could be somebody living abroad but want to send somebody to your relatives during Diwali and, you know, you want to get that done in interior parts of India. That entire experience can be personalized the way you want and you could bring a human element to it, which makes it that much more intimate. So for a CPG brand like us, you know, we don't do personalization at that scale. We don't need to. Ours is about mass personalization, you know, while it's increasingly getting hyper-personalized, we still don't do one-on-one. But something like, you know, a digital human that we saw last week can enable that conversation. It could be a participation that a consumer is doing in an activation. It could be buying something from us and we can actually do the transaction. We could also say that, hey, you know, maybe we are not able to provide it to you, but you could go to this shop right next to your home basis, the data that you've given us and you know, you can pick it up from there. So there is an element there. I'm scared of her now. Yeah, I'm going to stop. So there is an element that the human, you know, the digital human can bring, which is, you know, which might be very useful to some of the other categories, which are high value, but we see a lot of value in CPG experience. This is actually a very interesting topic on digital humans. So if you for him, give me another 10-minute slot at the end of this conference. I'll talk about that. Thank you so much, panelists. This was a highly enriching session which we had. Thank you so much audience. You could mail us your questions because she's not going to let us take them. Thank you so much.