 I would now like to invite on stage Mr. Biswajit Samal. He's the head marketing from Foxhagen, Patanjakas, and he is going to do a session on finding the right balance between short-term activation and long-term brand building in the complex market environment. So over to you, sir. Please come and join me on stage. And once again, thank you so much to all of you all for cooperating with me. Yeah, okay. Thank you. So let me understand the clicker first. Okay, so good afternoon from my side. I'm very happy to be here. The topic, as you can see, is quite complex. And please, a little word of caution. It's a simple presentation. I just have 20 minutes, and I'll keep an eye on my watch. But I have to, I have tried to communicate a very simple message with this presentation. She already did a little bit of activity with you, but I have some more in store. So here we go, the blank slide with the cloud, which means we have to think, right? This is what it shows. So I'll tell you a word. You have to close your eyes, and you have to think of an image. Yeah? So please close your eyes. Balance. Now you can open your eyes. So balance is what you had to think about. So what came to your mind when I said balance? Is it the left-hand side to right-hand side balance? Left to right, that kind of a balance? Can we have a quick show of hands for people who thought about this kind of a balance, a left-hand to right-hand kind of a balance? Can we have a show of hands? Okay, so my software didn't work really well. I was expecting that it'll be something like this. This Google, when I searched for the word balance, this word showed up. It's a 6x6 matrix, which is 36 images. Out of which, 70% is this kind of a balance. And I believe a lot of people in the industry, as marketers, as agency, we look for this kind of a balance. What is the right amount of thing to do? And this is on Google. If I go further on Andex, they're thinking about new balance. They're not thinking about this balance. And I couldn't understand what Baidu had to throw up. So these are not images, so we really can't make sense of it. But yes, this is a different kind of balance. Moving forward, what is driving the thinking? The definition itself. What comes to our mind is the noun. Is the balance. If I talk about work-life balance, what do you usually think? How do I manage my work and my life and find the right balance? But it is not exactly that. Actually, balance is the verb. And this is what we as marketers, our agency partners, they should think about. It's like stacking up the right things together. That holds the brand together. So long-term brand building is obviously, a lot of us know how it is done and what it does. Really, it positions the brand in the minds of consumer. It's built slowly. There are a lot of long-term activities done in India which has established some brands. I'll just give you two examples. One is Raymond, the complete man. They have been consistent with the messaging. And when we say the complete man, the first word that will possibly come to your mind is Raymond's. Another international brand which is Nike, they communicate just do it. And the many aspects to the brand, again, built with a long-term plan with short-term activations embedded. Short-term activation is almost like taking a selfie. It can last from a few seconds to hours, possibly to a day. But they have a long-term impact as well. Some examples here which I wanted to share with you. A brand that is completely built on so-called short-term activations, Red Bull. Very impressive brand. When you think of Red Bull, you think of something like this. Which they do. Are you with me? Again, going back to Sashi's presentation, a brand which is loved by almost all of us in this room, Amul. It's quite topical. And it's one channel that picked up, which is Billboard's. And through that, they communicate so well with the audience, thereby building the brand. Is it an activation really? Question mark, but it's short-term. It stays, it's very topical for some days and then it's taken off. I have another question. Audience question again. What is one short-term activation that was done this year, which has a long-term impact? And I underline the word long because it's really long-term. This year it happened. Any guesses? Anyone from the audience would like to speak up? Tesla launching the Roadster with Falcon Heavy. Off there. We don't know where it is now, but it is a short-term activation. And the investment behind that is huge. Possibly no one of us would dare to do this or would have the investment to do this. But it made an impact and it will stay forever. So if I try to sum up, it's mostly like this. This stack of balls here, let's say the blue balls are the short-term activations. The white balls, they stand for long-term brand building. So this is the pyramid really what we're trying to build. And if the short-term activation that you're doing is falling off this pyramid, it will break the entire pyramid. So our job as market years, as agency partners, our job is to ensure that it is all coming together. Say the size of the ball or the shape of the ball are the core brand values on which a brand is built. It has to remain consistent across what you're doing in your short-term activation or your long-term brand building. So I spoke a few examples and I cited some cases from different industries. Now come back to my industry, my brand which is Volkswagen. I have to talk a little bit about this. We started 10 years back in this country when we launched the brand. And this is what happened exactly 9 years from now, which was November in the year 2009. We launched the brand in India with a big bang. And it had quite a significant amount of investment went into long-term brand building, a TVC campaign followed. But there were also some short-term activation which were planned. And I want to share this video with you. Have a look. Can we have the video please? The minute we started, we were already making headlines. When people woke up to the times of India on the 11th of November 2009, they were pleasantly surprised to see Volkswagen through the length and breadth of the newspaper. The idea was further extended using outdoor innovations. After a grand innovative launch, the nationwide campaign specific to the new Beetle and the Touareg was up and running across TV, print, digital and outdoor innovations. The outdoor innovations even took the new Beetle where no car had been before. They introduced their brand with style and charm. When I looked up, there was this huge big banner of the new Beetle ad. The Volkswagen bus continues on Twitter, Facebook, numerous blogs and even India's number one auto forum, php.com. Volkswagen. So this was nine years back when we did this. But yes, it had a good mix of short term activation and long term brand building. When it comes to the question of effectiveness, whether it was effective, whether the brand metrics did move, whether we achieved our goals, yes we did. And we did at a record time. In three years, our unedited awareness grew from 8% to 33%, which was unheard of in the folks on board. And this happened in India. So people reacted to it. I've got two more examples to share with you. I have six minutes, 45 seconds to go. These two examples are from the Scandinavian countries. I was in Europe before this stand here, this role. And very brilliant examples. Please have a look. This was done in Norway. So trailer assist is a big feature in Europe because you would be transferring bikes, you would be transferring horses, or you would be moving your yacht. Over the weekends, you see a lot of these cars on the road with trailer. So trailer assist is a big feature. And Norway did this to communicate how easily can you move this trailer. Please have a look. So that's the example from Norway. And this is how they communicate. Very short term, one-day activity, but obviously went viral in Norway. And a lot of people in the folks and actors of the folks on the world, they shared it. Because it's such a brilliant execution. And this is what stays in people's mind. This creates the impact. The next example is from Denmark. Again, this is how they converted their online sales and how they deliver the cars to people. Quite a surprise for many of them who receive these cars. Obviously what happens from this is they go and talk about it. And it gets talked about, it gets shared. Please have a look. Do you want to go? Do you have a parking ticket? Yes, I do. Sorry. How do you use a parking box? I need a bigger one. I think it's over there. I don't know. I don't know. Oh, there it is. Yes, it's one of the bigger ones. I ordered a car. That's sure. Yes, you can order a car online now. Okay. Did you buy it? Okay, respect. Okay. But I don't know if there are that many flamingos. Yes. Give me just a second, then I'll have them. I'm very happy that you ordered a car. Yes, this is very nice. I'm going to get a car. I'm standing right in front of you. Would you help me get a parking ticket and see where you can get a car, man? You're going to stand in front of me. It's modern times. Yes. That's what I was going to say. It's also a brand new car. Full-time. Full-time, yes. You're going to a parking lot at home. There's a car in the parking lot. So get your car in 10 days. Book your car online and this is how the delivery is done. It's like a packet parcel getting delivered. It was super fantastic. Obviously it got talked about a lot. So again, short term activation, it ran for a week. A lot of people got their deliveries during that week. Two weeks time. Coming back to the question that I was given, the balance. So there are obviously different matrices, matrices to measure your KPIs. Whether the activation or the brand building was effective or not. But clearly what I see personally is this kind of stacking up. This is how we should approach brand building. We should have a good mix of both short term activation and obviously the long term one, which is what we are good at. A lot of times we keep challenging our agencies that I need this in two weeks time. I need this in three weeks time. And personally speaking, come back from Europe. They have a planning time of 18 months almost close to for a campaign. For a long term campaign. They really plan well. For a short term activation, it's like one year. So what is happening in India is our short term is really short term. And we just tell our agents that I need it in three weeks. I need it in months time, which is where the effectiveness goes down. So my sincere request to my friends from the agency world that push your clients. That they give you more time so that you can plan better. And that thing, that communication that you will develop is going to be far more effective. And this is what I am also personally working on because it's a challenge to make this happen. This is not the way we are used to work here. That will lead to my next slide, which is all of us are pushing for creating more. I meet a lot of these publishers after I come back. Everyone has a content team. They can produce content for you. And they show you a lot of good content that is getting produced. And in the spirit of creating more content, we should not forget this one thing. A lovely quote that I read this from Agnalo Dias Agia. As we lovingly call him. I read it in a book, What You Create Creates You. As marketers, as agencies, as people from the marketing fraternity of this country. What we create is what creates us. And this is something we should keep in mind. And if we balance out not this way, not the left and right and balance, but really this way. The short term activations and the long term brand building. All our brands are going to see success. Thank you very much.