 It's been a great learning experience, one is interacting with so many esteemed people from across the industry, more importantly seeing very innovative and very interesting advertisements through campaigns that we are evaluating, so it's been really an enriching experience for me. I think simplicity, creativeness in terms of what exactly has been said and addressing the target audience and obviously the third thing and very important in today's day is innovation. So if you are able to get a good mix of these three, I think that's what appeals to me when I look at the various entries that are there. That's a tough one actually but I like marketing campaigns with quirky or humor in it, so if I have to go back up many many years, I think the Cadbury ad wherein the girl comes onto the cricket pitch and waves, you know it does a little dance when her boyfriend hits a six and a correlated 120 years later when it's the reverse, when the girl is hit a boundary and the guy comes and does that, I think these are the kind of things which live with you for a very very long time in terms of memory.