 that was better yeah all right so I was telling you know that people aren't clapping really and he nobody should listen to an Iraq's response he said he's gonna have a clapping company setup well yeah so I guess we should get more alive to the awards today and there should be a lot of celebration as well and there's good reason to celebrate because there's a lot of hard work going by each one of you before I get on to the jury process maybe my two bits on on mobility and even before I get there I must say mr. Schroff that was an awesome keynote I think he needs a round of applause for the work he's done and and and why don't we clap guys can we all put our hand together see unfortunately I come from the boring world of financial services where well nobody's ever sung in a keynote but I hope I could or maybe I should do augmented reality next time and I can always hide behind the fact that you know it's a serious affair giving awards and being a jury so maybe I'll just be serious the mobile of course lots has been said already about it the way it's been getting used the way it can get used the way it's still there's a whole lot not yet in the we don't know world but the fact that it's today pretty much like the consumers remote control to start engaging with the brand I think we haven't had a stronger remote control ever in our life today the remote control is actually an enemy usually because you just flip you just flip between programs right but this is that remote control which can offer a lot of lot to the marketing world real-time execution pinpointed analytics therefore pinpointed targeting huge personalization and it being all pervasive anytime anywhere anybody more can be said about it but I guess this is it this is really the world which we were all waiting for and which is why it's very relevant that there are wards around mobile creativity around mobile advertising mobile marketing use of mobile you just saw one from Eureka Forbes where it's not just about talking to the customer but you know the entire process the entire sales process the onboarding process the training process awesome I mean this is this kind of work is really good so I am of course passionate about mobility as lots of you sitting in this room would be and I must say that so were the jurists all the jurists were truly involved it was a very engaging process so jury process is really divided into two parts there was first an online process by which the 250 entries we'd got really through the online judging we kind of shortlisted the top five sometimes top six in each category there were about 84 unique entries which were there for all the categories put together the second round is what you saw pictures of when the jury really met and that was a very engaging eight hours a lot of work done online and then these eight hours the juries were very well chosen by e4m and what I must say is that we kind of ensured that there was no industry bias in the way the juries had been picked up the fact that the jury chair was from life insurance I can tell you there was not a single life insurance advertised advertisement they're being seen so not a worry about that maybe it just kept away because I was a jury chair but I must say that the things that we kept in mind but around transparency be inclusive to everybody and you know giving that little leeway where you're on the borderline that is this what you really wanted to say there's number of times we did struggle in some ways what I liked about this entire process is that we're very open sometimes too transparent and you know when you do these discussions people to get personal as well but at the same time there was a bias the bias largely was towards the usage of mobile so there were a lot of entries which were all mobile centric and these being a mobile mobility award ceremony so this is how we of course had a bias towards that a national bias bulk of the award categories were around this bias but there was some which also had mobile as one of the many media used in giving your message across while people did not really make it in the bulk of the categories but there were some of you categories there as well in terms of things that I must say that does play on the jury's mind is the way you present your case so few words of advice there were videos and there were presentations we did try to take away the bias between videos and presentations but please do not forget this a marketing award and somebody did say on stage that videos are it so there was getting to be this presentation bias that we were getting on to so my suggestion would be it's a set of marketing awards please ensure that you present the best in you and don't really hold back on that bit the second thing that really would be a piece of advice again is that please choose your categories in which you apply for awards a little bit more carefully it was strange sometimes and you know all all the experts would sit together and we would like kind of discuss a advert or a marketing message threadbare then we'd say hello but you know if they'd applied on this other category maybe they would have been an award that was imminent to this but somehow we found that maybe a little bit more thinking in terms of where you applied would have really helped we couldn't have you so we of course then what we did was although we had shortlisted 84 for the jury meet we went back to the 250 and dug out if you know you had applied but maybe it was not shortlisted into the in that category but if you hadn't applied for an award well you apply for a geography exam you don't get a history paper right so you're not gonna get it you're not gonna get that award my heart goes out to those people who did maybe not do that thinking but there's a lot of hard work behind it the last piece of advice would be on the way the results were presented you know there was this bias to go towards percentages and you know when you don't know the base of improvement it gets to be a little difficult particularly if people are we feel as juries that you know if you're hiding behind percentages not there's nothing wrong with percentages I mean a mature sector with a 10-12% growth sometimes because of a ad word or a message is surely good but when you're doing a startup and you talk about some thousand percent growth what does that mean I don't really know that so we were so these are a few things that maybe I'd recommend we you all take a look at on the whole there were some really big brands but I can assure you we did not pay attention to how big or small the brand was what we did pay attention to was what the content was and what were you really applicable in that category and how did you really choose to exploit that category best but I know there's a lot of hard work gone behind this I don't know how many of you are really expecting an award can I see a raise of hand how many people are actually expecting an award okay 70% aren't so we shouldn't be disappointed 30% only seem to so well a lot of work done by you guys and I must say that it is very encouraging to see some of the work there there was some new technologies that were put to use and that was particularly very exciting because when you see innovation which is going to be part breaking getting on to the show of India it is something really that takes a little extra bit from the jury's to like and it is really good a lot of good work keep doing it and don't feel bad if you didn't get the award if you're part of the five in any case you're a winner all the very best enjoyed the evening do keep clapping thank you do keep making a lot of noise and can we hear it out loud for the Maddy's 2017 jury chair mr. third show thank you so much for all your due