 Please welcome the Vice President of Marketing of Castro India, Mr. Keda. Let's give him a big round of applause. Thank you so much. So Abhishek, that was very very inspiring work. And thank you Mr. Sharma as well as Abhishek for setting context for my session beautifully. What I'm going to talk about is ABC of TV advertising in the ever evolving digital world. And before I come to ABC, I have put a little question mark after TV. Because as Abhishek said, what is TV and what is digital is a topic of great debate. So if you show TVC on YouTube or on Star, is it a TVC or not? TVC by definition is TV, TV commercial. So what I'm going to talk about is how do ad films or creatives need to evolve in the current ecosystem which is changing rapidly. So let's just go forward. The consumer ecosystem is changing quite rapidly. Can I just move it? So earlier in 2000, we used to have the whole family sitting in front of one screen. And as earlier speakers have said, a lot is changing now. So from a lot of people watching one screen, now the focus is on various individuals doing their own things. And what we have now is a plethora of screens. So if I have to give you my own example, when I'm watching a cricket match at home, TV is normally my primary medium. I'm also doing some email on laptop, doing some browsing. I'm also checking the Twitter feeds. And I'm a part of the Dhoni versus Rishabh Pank movement. So whenever a wicket falls, I'm always exchanging WhatsApp messages with my friends. Or checking on Twitter what people are saying about Dhoni versus Rishabh. So what is happening is there is TV, there is a laptop, there is a mobile phone. And just imagine the kind of information and messages I'm being exposed to. Same thing, when I'm in office, laptop becomes my primary screen. But sometimes when the match is playing, I'm an off-star or suddenly live. Or I'm on WhatsApp or browsing something. So continuously I'm exposed to more than one screen. And that's changing the complete ecosystem today. And if you see some of the stats, they're quite staggering. 6,000 tweets per second, such a crazy number. Look at 2 million blog posts a day or 250 billion emails being sent every day. And that's really an overload of information that a person is exposed to. And that's why what I'm going to talk about is how does content, how do films need to evolve in this changing world where the complete consumer landscape is changing. And what do I mean by ABC? ABC has some of the fundamental lessons I learned in a B school called Unilever. A stands for attention, which is how do you grab eyeballs, attention of a consumer. B is, yeah, you may grab eyeballs, but how do you ensure the consumer is able to recall your brand? Otherwise there's no use. And yes, consumer recalls your brand, but does the film deliver a message? And that's really about communication. So what I'm going to do is to share few tactics or strategies or some perspective on how TV films or rather films need to evolve to do A, B and C. And it's just my perspective. When it comes to marketing, advertising, there's nothing right or wrong, but it's just my perspective on each of A, B and C. And I observed when Abhishek was sharing some great creative piece, you know, we were very impressed, but we're not clapping. So if you like something, please do clap. Yeah, and this is really the clutter I was talking about and someone mentioned. Number of ad messages now, apparently in the last few years, has grown 10 times. And an average consumer sees at least 5,000 messages from brands in a single day, at least 5,000 and that's staggering. And how do you ensure your communication stand out in a clutter of those 5,000 brand messages in a day? Few tactics. The first is really surprise consumers. And you saw a bit of surprise in some of the communication that we saw earlier today. And what I'm going to do is show you a couple of films and then talk about this element. Good bye. I was checking my mail, I was doing something, but both of them really caught my eye. When I saw Pandya and Boni sitting on a branch of a tree, it caught my eye. An astronaut. What is an astronaut doing in a car ride? But I think it's a brilliant tactic to grab eyeballs. And again, continuing with this element of surprise, I think what helps is being incongruent, being non-linear. So I'll just demonstrate one example from the world of Castrol. If you open up to me, how can I help you? Bit of incongruence, bit of non-linearity. Rubricance is not a category you're waiting to sort of watch TVC's off. And when you see that doctor and you expect a patient suddenly you see a car, it definitely grabs your eyeballs. And finally, an ad has to have some entertainment value. And if an ad has an entertainment value, then whenever it comes on screen, I drop everything else and watch it again and again and again. And let's just see one ad like that. Are you guys sure about this? We have done this before. Right? Of course. I mean it's just a matter of one night. And she's like family. I don't mind it at all. You know what? You guys take the bet for the night. I'll be fine. So this was really about A, standing for attention. Now let's come to B. And B stands for branding. Right? And you know you see there are so many brands and Mr. Sharma talked about the number of brands being advertised having increased by 50% in the last few years. Right? And what is the use of an ad film? If a consumer says great ad, right? But does not recall the name of the brand. Right? It serves absolutely no use. And let's see a few things, a few tactics to ensure the name of the brand gets resisted. Let's see this one and then I'll talk about it. Okay, you like it? Right? In fact, this is also the winner of the grand FE this year, this campaign. And it's really beautiful and what I like about this is the role that the brand plays in the story. Right? So if you take the brand out of the story, there's no story. Right? And Fevicvik as a brand plays a very, very powerful role in the story of the brand. And that's how consumers tend to remember the brand. Let's see the next one. What's going on? Uncle Fogg is going on. I don't know what's going on. Why? I'm sure you can imagine that the misattribution of this film would be very less. So what Fogg did is while a lot of other brands in the category of DOs were trying to be in Me Too acts, this brand actually broke all the codes of the category. Right? And what they're doing is trying to make the category synonymous with Fogg, but Fogg's synonymous with the category and great branding. Finally, I think when we talk about brand equity, a lot of brand assets, they may be visual, they may be sound, are a part of that brand equity. Right? And there are several brands that have created very, very powerful brand assets to ensure and enhance memorability of the brand. Let's just see one. Okay. So that's that all. And again, when it started, there was a lot of talk. Some people liked it. Some did not like it. But quickly, they actually sort of repaired the tone, got it back, and now they created this asset. And whenever you are at the jingle, again, you know, you don't think of light boy, right? When you have this, you think of it all and not light boy. And again, that's really the power of branding. So this was really about the power or the tactics of using assets to create very, very powerful brands. Now, let's move to communication. Right? And I talked about delivering the right message to the consumer. Right? And of course, if you throw multiple balls at consumers, they're unlikely to catch even one. Right? But if you throw one ball at a consumer, the likelihood of he or she catching the ball is far higher. And that's why I think the first strategy in sea of communication is being single-minded. So what I'm going to show you now is I think one of the best ads ever made. Let's see this. You know, it's a very, very short film, but see how single-minded it is. Right? And clearly communicates the key message. The next tactic is really to evoke very, very strong emotions and a lot of the communication that Abhishek shared was in that territory. So let's just see something that evokes very strong emotions and when you do that consistently, you communicate the brand message as well. Let's just see the next one. And again, you know, finally people talk about purpose-driven marketing, right? And my view on that is if you do something consistently like some of the PNG brands have done, then you start owning that space in the mind of consumers and communicate your message. So let's just see a couple of ads from our leading brand for bikes, Castrol Active. Because we've been at it for the last two years, the brand clarity has clearly increased. So going ahead, so this is really the summary of the A, B and C that I talked about. Under A, have surprise elements, a bit of non-linearity or incongruence, entertainment value to ensure consumers watch it again and again. Under branding, ensure the brand is a key part of the story. Sometimes reframe the category and create very strong brand assets. Under communication, I showed the Woodlands my favorite example of being single-minded, evoking emotions and consistently driving the larger purpose, right? So this is really the A, B, C and what marketeers need to do to ensure their ads do well and the returns on the marketing investment is good in the ever evolving digital world. And while I talked about A, B, C, I think there are some creatives that have not cracked only A, B, C but I think A to Z, right? So I'm just going to end with a couple of creatives that I think have truly aced A to Z. Thank you so much. You've been a great audience.