 So, I was checking with them on whether this session has gone on for too long and should be with the audience of data also known, we are running behind time to meet to continue. So, I will try and make it as entertaining as possible for you, I do not have a film to show. But these are some honest thoughts. Yesterday, as I was putting this presentation together, I looked at the list of people and I realized that actually we have a good number of hardcore marketers presenting. So, I thought let me then, you know, take a few steps back and talk about how I see this whole conversation that we have been putting about television. My marketing journey started on campus and you know those faces that you see there of these kids, this is what, this is the kind of excitement, enjoy that I have faced when I was told about this great gentleman, Mr. Salir Kotler. I was told everything about segmenting, targeting, positioning, I was told I talked about meeting, amazing creators and you know towards the end of this book actually he says, how many of you have read this book by the way? This is getting a pulse of the audience here. Towards the end of this book there is a small chapter which says return on marketing investment. You read that? It was like a footnote. Yeah. And even my professor, he, in fact, you know just 24 hours before our final semester, when I was doing my MBA, he said by the way this reach to this chapter as well. Basically you have to ensure that there is a good return on marketing investment that you need to make. So, he also kind of visited everything. Yeah. They were all about, you know, marketing of course. There is no limit to money that is available because that is the right thing to do. And then I got into the companies. I started my career with ITC and I worked in Unilever for 14 years. Then I was working with Jubilion, Pudio, Kishan, Dominoes and Duncan Donuts. And right now with Sikla Health here. The biggest shocker that I got in my professional journey was actually this, Mr. CFO. Because I could never understand, you know, in respect of how amazing a campaign I was planning. I would go to him and say, the campaign run was his immediate response would be, why do we need 40 crores for this? Which is telling stories to consumers, right? Bring it down to 20. I would go there with a 20 crore company and he would say bring it down to 5. So I would never understand what's wrong with this guy. Why does he not understand the real beauty of the marketing? You know, now I've actually become a senior in the last 17, 18 years of work that I've done and I've realized that actually marketing the way is not the best use of money for the company. The company that I run, it needs to deliver a top line and editor. Yeah. Now, after they've planned for the top line, there are a few costs that you of course need to pay for, right? You need to pay for people in the setup. Salaries have to be paid otherwise they will run the company. So that's an essential cost. You also need to run, you know, spend a few other spend. So you need to of course ensure that the stock reaches the consumer. You need to pay for a deposit. You need to pay for sales promotions. Last minute sales promotion because you have to deliver the top line. So there are some mandatory spend that you need to do which you cannot live without. And then the third head is ANP. Yeah. And the way the financers look at it is alright. So you want to sell stories? Let's keep some money there. So in fact in many situations I've seen that the ANP money is a balancing figure in this P&L. Yeah. From top line to editor which are the two deliverables, you pay for the balance costs which are mandatory and whatever is left is the ANP where they come. Now for organizations which actually think like this, I don't think they are being, you know, behind the time. I think the problem there is that the marketing fraternity inside their setup does not manage to convince the right stakeholders about what marketing does for them. Yeah. And hence for me, for a marketer who truly survives in today's world, return on marketing investment is an absolute must. Without that you will always struggle for these spend. And hence the way I define business objectives for the setup that I run, I need to deliver physical reach, mental reach, and I need to ensure that these are delivered profitably. Yeah. So for every brand while we educate physical reach is done, you understand physical reach? Physical reach is that the product has reached all the right stakeholders. Mental reach means that the brand is sitting in the head of the right stakeholder, the right memory structure, the right understanding of the brand sits among the right consumers. While these two objectives are met and they will met profitably the job is done. This calls for a great company. What does this mean for a marketer and the company? What it means for a marketer is that we all need to deliver amazing mental reach and we have to do that profitably. Yeah. So the reason that we deliver should not be ahead of the better that has been planned because reality strikes all the time. Reality strikes every quarter and every year when it comes to the funds which are available. Now some of you might be thinking saying, this is an array ad because this is sort of a marketing get together, what boring thing are you talking about? But if you actually look at some of the obvious facts. So this is essentially three essential parameters that all of us think about and all the creative ones actually think of loyalty, right? We think of the fact that the most loyal consumers are the ones that we need to speak with. We have to decide on the right segment of the market that we need to speak to and let's talk to them again and again and again. But reality is the last point which is the penetration. It's the penetration that drives volume growth. It's not loyalty that drives volume growth. It's not the right pricing that drives volume growth. Over a period of three years, it's actually penetration driven of the product that delivers volume growth for a setup. Yeah. And the second other interesting chart, you know these are some of the top brands that exist in the market today. If you actually see 40 to 80% of shoppers or consumers who buy these brands buy them only once or twice a year. So it's not the loyal consumers who are driving these businesses. It's the disloyal consumers who buy these brands once or twice a year who are driving these businesses. They come, they go, they jump around multiple brands but these are the real guys that you need to speak to. So for every women business, if you have to succeed, you need to ensure that you whisper to many instead of shouting to a few. Yeah, that's the mantra. That's the core of the message that I want to learn. Stop trying to shout to a few loyal consumers again and again and again. A better task to do would be this way to multiple consumers. End up getting a better bang for the buck by money. Yeah. So hence in nutshell for me, the media task, once the creators are done and of course, you know, whether it is about failures, whether it's about persuasion, the objective of the brand, eventually the essential media task for everyone is about delivering maximum possible un-duplicated reach. That's the task to be efficient and effective in terms of return on marketing. Now, when you look at television in that context, and you know, these are, you know, Madison has helped us with some of these numbers and actually some of the charts you might see being common as well, this explains how closely we work with our media agencies as we run the businesses. So, you know, if you work to just do television, un-duplicated reach delivered by television maximum gets you up to 70%. Yeah. You then latch on all other media vehicles that are available. It takes you to 86%. What it essentially means is that beyond television, data that you add as a sum of all the other medium is only 16%. Yeah. And the cost that you pay for this is significantly higher. And hence, the idea should be to first hit this 70% and then look at other mediums that you need to add on to to be efficient in your spend. And there's an example of, you know, one of the campaigns that we had planned where we said that, you know, for 1.75 crore that we have, and it's a small couple of months plan, we said that, you know, the best use of this 1.75 crore we spend 1.55 on television, put another 20 lakhs on digital and that gets you the best possible efficient whispering campaign. And this whispering campaign will have the maximum roaming for us as a setup for that brand. Sam spoke about decay and the fact that, you know, there is a big halo effect. These are some examples of halo effect of television. So, as you run a television campaign and these are examples of some of our brands, you actually see that the search volume on, you know, digital completely moves and seems to be quantum of DRP that are being plunge on television. Same is true for the quantum of downloads that you have for any asset that you want consumers to download as a part of your digital campaign. And, you know, for some of us, of course, you would have heard of this latest buzz around saying, you know, the real engagement medium is actually digital here. Television, you know, there is lot of distraction. Fact remains is one of the surveys that we had gotten conducted. Almost 60% of consumers actually say that I expect to find the most emotional advertising on television. So, for a consumer as well in the heart of his heart, he or she believes that television is a medium where I would actually be connecting with a brand emotionally and not rest of the medium. If you actually see social media sits at 9%. You know, talk of the multiple hours of engagement that we do. We talk about on digital medium. It actually sits at 1.7 to 1.8 of television here. Addicts revenue is close to 37-38%. I have heard a few speakers talk about it as well. So, for me, honestly, this actually should be at least 60%. And only at 60% I would say that we are making the most of the money that are being spent on media vehicles. This is a very interesting fact for me. And this takes me back to Amazon Flipkart as we were setting up operations in India. And as a junior marketer, I was involved in some of those conversations. And the logic that we used to talk about when we were setting up businesses in India was about saying, you know, a guy online is the best guy to catch to bring him to our Recon site. Because anyone who is offline should convince Kanna then for him to actually come onto our site will take a lot of effort. So, they started their campaign with heavy boost on online media campaigns. And they very quickly realized that it was not working. So, it worked for the early adopters. But they realized that if they had to actually build a skill, they had to go to television as a medium. The writing chart actually shows you that and maybe it's not very readable for you guys. The brands that are Amazon, Google, Flipkart, ATM, Swiggy. You are some of the largest online brands as well. You actually see that and the chart on the right actually shows you the percentage of mass media spend and the percentage of television contribution to their mass media spend. You actually see that even brands like Amazon and Flipkart have as much as 60 to 70% of their spend on television. Because they also realized and look at how this whole side is moving up over the last 5 years. It's just showing that it is delivering efficiency for them and they are latching onto it and they are increasing the contribution year after year. The one on the left shows absolute TV trends that these guys have done and the guy on the top is the guy who we all say understands analytics the best. Which is who? Amazon. Look at the quantum of trends that Amazon has longed on television. Clearly seeing and honestly if you ask me from my experience the best analytics in this country at least and also globally actually is Amazon and if they do something and if you look at the traffic closely it shows you the logic behind it and they see that they need to spend at least 70% of their money on television today to deliver maximum effectiveness of medium. So another does it must be the right thing to do. There are other arguments that one keeps hearing about the fact that millennials are they don't watch television. That's not a fact. One third of share of eyeballs on television still belongs to millennials. The other fact is that 3 to 4 hours of TV viewing time is what millennials today do. 3 to 4 hours that's a big number right. And the fact that of course you have to ensure that the content is right. You also need to ensure that the genre that we are using to catch these guys is the right one. Of course we have to appeal to their case. But the fact remains that if you do the right set of creatives and activations on television even for millennials that's the best thing to do. Television is the best medium to go for. A few examples close at home. Now I'm coming to Sripala Health. Nikotex how many of you have heard of Nikotex? Oh wow. And how many of you are smokers? Awesome. So we have a few smokers. So Nikotex is the market leader in smoking solution. We have close to 95 share of the market. 85 with Nikotex and other 10 with Nikogum. These two brands together are 95 shares. This is a very interesting chart. If you actually look at the yellow curve that are market share and the new bars are TV screens. Absolute TV screens that you have done. So if you actually look at the dip that we saw it's only been fairly digital for 3 to 6 months. And then as we started to build at stock you see that the share has started to climb. So one of the things that we have learnt the hard way is not take your hands off television because that's super critical you have to hold it to ensure that the narrative stays as it is supposed to be to ensure continuity. A very different brand coxswain. How many of you have heard of coxswain? Awesome. Great stuff. Where are you? People have heard of the brand. So coxswain is one of the largest coxswain brand that we sell. Highly competitive category. But again we see similar brands. So the red one is your total share. Sorry the yellow one is total share. The red ones are the digital screens. And the blue bars are the TV screens. Again we see a clear correlation. We have hit one among the highest shares for the last 3 to 6 months. Clearly driven by ads for building up over the last 6 to 12 months. So we ensure that we don't take our hands off television and we ensure continuity there to share starts to build up as well. So today as you know these are the brands that we sell today. So we are in smoking cessation. We are in pregnancy care. We just launched Mama Expert as a brand. We have energy drinks. Colite is a brand that we have gone live with. We are in multivitamins with Maxiric as a brand. Nesnil which is a whole brand. Active kid which is an interesting kid. Nutritious chocolate. And then we are in pain care which is our largest pain care brand in the country by the name of Omnigel. The medium has just broken life. It is one of the largest brands without any communication done so far. So the idea is now we get aggressive on communication and start to build this brand as well. So for all these brands our net mantra is we will use TV heavily. And the simple math is arithmetic is that for a brand which plans to spend something like 2 to 5 crores television is not the best thing to do. Because we are creative making the creative and you know paying the agency and all of that no offense meant to agency sitting here but those are real friends that you know we need to pay for. That itself eats a lot of money. So then you oppose your digital and other media which is beyond 4 to 5 crores to here TV is the way to go. Maximize television. Wistful to many about your brand. You will get great returns. And after that top it up with the right medium for the right state and geography based on privacy. So that's those are my learnings for you. Thank you so much.