 The report is really interesting because it gives a very high level understanding of what's happened in the advertising expenditure scenario in the last year and it gives some reasons, some indications of how things are going to pan out in the next year. So it's very useful for marketers who don't want to get totally immersed and drowned in too many numbers to get a very bird's eye view of what's happened and what is likely to happen. So it's very, very useful. As a marketer, I don't think it's about necessarily increasing spends. It is about increasing spends. But as I was saying in the panel, we are also a retail brand, so we spend a lot of money on the retail side of things and that is also something which is demanding a lot of money. So it's more about reallocation depending on what today's objective is. The marketing objective may have shifted from say two years back to now. A lot of it is today now on the journey of the consumer and spending money where the consumer needs to be reminded and not just about creating awareness. So that has changed and that therefore the marketing budget allocation is also going to change based on that. Very interesting discussion and brought to light some of the challenges of retail and building retail brands. I think there were some interesting and provocative questions on consistency of consumer experience in retail stores, the role of discounting and how does one really curb that beyond a point. So the whole idea of segmentation, does it work in retail consumers etc., very thought provoking discussion. I'm certainly taking back quite a few things for me to think of from this session.