 Ladies and gentlemen, we are moving on to our next session here. I would like to invite Mr. Rohit Dossi, director of Microsoft Advertising in Mobi. So Dossi is responsible for PNL management, revenue growth, strategic partnerships for Microsoft Advertising business in India. Prior to in Mobi, he has worked with the likes of Google and Rocket Internet. In his entrepreneurial journey, he co-founded Latahoo, a B2B hyper-local logistic startup. He's a graduate of IIT Roorkee and loves spending his free time with his pet dog. Now, Rohit will be unveiling Microsoft Advertising's latest Search in India 2021 report and shares some interesting insights on the evolving search trends across verticals and what it means for brands. So I welcome Rohit, you here on screen and to our eTechMunch platform and looking forward to the report unveiling. Okay, perfect, perfect. Hi, everyone. First of all, thank you for the warm introduction. I think for everyone who has joined on call, hope you're doing well and you and your loved ones are safe. I know that times have been tough, but I think it is also important for us to remain positive and I'm sure we'll come out of this stronger together. I think moving to why we are all here, I think I wanted to take this opportunity to unveil our latest report on search trends in India in 2021 on Microsoft Search Advertising. Search still continues to dominate a major share of digital advertising spends and with the ongoing pandemic, search advertising continued to be an area of investment for brands in different verticals. In this report, I'll be sharing user behavior and insights that we see on Microsoft Search. I think a lot has happened and a lot has changed and there is no denying that we have seen a lot of digital disruption and development in technology that has happened in the last 12 to 18 months. And on Microsoft Search too, we saw that there were certainly a lot of categories, newer categories, newer niche verticals which saw quite a boost in the number of users searching for brands in different categories. Diving into specific insights that we have seen on Microsoft Search now. We have seen a humongous increase in location specific search queries, which is specific to things in vicinity around people and the requirements and the services they use. We have also seen a lot of increase in queries for content translation to local languages. I think the latter one is really interesting because this in some way right also indicates that there are a lot of new users or users from tier 2, tier 3 and small towns now coming online and searching for a lot of things. Jumping now into the vertical specific trends that we are seeing on Microsoft Search, there has been a huge spike in focus on hyperlocal services since last year. I think when we first went into the lockdown, search queries had a lot of, I mean the term near me right present in them as users were looking for several things around them with lockdown and pandemic, whether it could be grocery shops, doctor, stationery shops, hardware shops, etc. What we're now seeing is that this vertical continues to grow, show science of strong growth. And as users search volumes continue to grow, it shows an upward trend. What we've seen is also that the search for grocery and everyday supplies have become very very location specific. Also searches such as food delivery, cake delivery, etc. continue to grow with more and more people ordering food at home and online right and more and more celebrations now happening at home only. So I think this is one of the major trends that has shown science of stronger growth. Also branded searches for most of the brands out there right in the market such as BigBasket, Nature's Basket, Demard, Grofus, etc. all of them are seeing the phenomenal growth which is also being leveraged by these brands as they improve their brand presence and grow their penetration in the market. I think on the personal health and well-being front, these queries are seeing a huge spike with more and more people now becoming aware of their health. There is also I think a need among people to work towards improving both their physical and mental well-being. People are increasingly opting for online consultations and are seeking nutritional guidance. Immunity and diet related searches have seen almost 125% increase over the year. Also, as gym fitness centers remain shut, we are seeing an increase in search queries for people inquiring and opting for virtual sessions to stay fit at home. There are also increasing investments that people are making in gym equipment and setting gym at home. So these are pretty interesting friends and continue to show strong trajectory. Also, I think since people are now staying at home in isolation as they deal with crisis and personal losses as well. A lot of people are also facing mental health issues like stress, anxiety, depression, anger, fear, right? And we're seeing there is a huge increase in queries for support resources and seeking help online. Talking about the entertainment and music vertical, we have seen generic searches across the vertical hit an all-time high. Top queries or user searches that have stood out like anything are searches like popular Netflix series, new TV premieres, cricket live scores, etc. And this is again a vertical that is going to show a science of significant growth in future as well. I think on the subscription related searches, there is almost a 24x jump in terms of searches for almost all platforms such as Netflix, Savan, Ghana, Prime Video, Hotstar, etc. So I think people are opting for a lot of online content streaming services at home. Gaming has emerged as a very, very strong vertical during the last 12 to 18 months. Online games are on the rise and as internet devices and users keep increasing, this is another vertical that is going to show significant upside as we move into the future quarters. We've also seen a great spike in automobile as a vertical. Due to lockdown restrictions, consumers are avoiding visiting vehicle dealership showrooms and which is also increased affinity towards online channels when they research about their next purchase in the automobile sector. Preferences towards personal vehicles have increased as people have chosen to stay away from public transport for safety purposes. So we've seen a spike in all types of searches for vehicles, right? Whether it's four wheelers or two wheelers, everything has gone up. Vehicle insurance related services searches have almost shot up by 10 times from the time even when lockdown was lifted. So this is again another interesting vertical that is showing signs of a significant online user growth. There is a lot of traction that we are seeing in terms of users exploring personal finance and investments. A lot of people are now prioritizing health insurance to protect themselves and their loved ones. Health insurance queries have almost seen 300X rise on Microsoft search. Also, we're seeing a change in investment choices by users and this is a pretty interesting one, right? The trend also indicates that a lot of users have had a change in investment preference from owning a physical asset to financial instruments. Top searches in this vertical are queries such as mutual funds, such as mutual funds, asset management, stock trading, etc. There are also a lot of factors such as industry-wide adoption of online KYC, cheaper and faster transactions, liquidity, greater control and elimination of middlemen, etc., right, which has helped fasten this shift in behavior and then digital payments continue to grow. Online learning has seen a huge rise in user searches. Online learning and education as a category has seen a huge boost overall with learning and education centers, schools, colleges being shut. A number of audiences got used to e-learning methods and this continues to be one of the most sought out categories by the users. We have seen searches for preschools, K-12 education centers, etc. gain a significant traction on Microsoft search. People are also now future-proofing their careers by learning new skills that would either help them transition to a new career or also progress in the existing one. So education and e-learning is another category where there is a lot of investment happening in by the users online. And then another interesting vertical where we have seen a lot of traction is home improvement. This is another category that has seen massive growth during this period and is coming out very strongly for 2021. We have seen major growth across bedroom and living room categories. Searches such as bedroom furniture, living room furniture, so far matrices have almost seen a 500% growth, which clearly highlights the way in which people are also looking and redecorating their houses as this is also their place of comfort and safety. While people are focusing on improving their homes, they're also investing in home appliances. And we've seen almost 40% of the consumers now preferring to buy online even after the lockdown restrictions were over, which also shows that the comfort level of making online purchases, even for high ticket items such as consumer durables has increased significantly during this period. So what does this actually mean for brands and different verticals? Users are spending a lot more time online. Brands from different verticals are finding new and innovative ways of interacting with their users. Also, I think the lines between brand marketing and performance marketing now is blurring for marketeers and brands. Brands are leveraging search advertising for also now driving awareness. And we've seen that a lot happening on Microsoft search advertising as well. We've seen verticals gain massive traction. And I think brands can fully leverage this jump by finding new and innovative approaches as they reach out to their users. I think there is a huge opportunity for brands to capture the users online. And the interesting part would be to see how brands can rise to this challenge. So I think I would with that thought leave you all. Thank you all for joining and feel free to reach out to the marketing team at InMovie for any questions that you might have. Thank you. Thank you so much Rohit for telling us about the report and the insights behind it. Thank you so much once again for your time. Thank you.