 Thank you. Thank you so much. Am I audible? Just last week I was invited to this great game of cricket. It was called the TPL, the Tirumala Cricket League. You know, gully cricket spin-off of the great IPL, replete with real-money player auctions, team jerseys, and the works. The reason I bring this up here today is because I feel the success of the game is surely when, you know, there are spin-offs and, you know, variations of the game and this happens at a society level. So cricket and IPL have percolated to the very fabric of the Indian society. So much so that half a billion viewers don't just tune into the live telecasts of the matches on TV, but also come up with their own versions of the game. How cool is that, right? And here we are to discuss something bigger than IPL. Overall cricket on TV, the platform for driving business impact. And with me, our panelists, who have experienced the success of this association in different ways. So let me start with Mr. Krishanabuddha. You know, TV has been a very integral part of Pali's media plan over the years. Last year, you were one of the prominent advertisers of the IPL. Tell us how has association with TV and cricket really been for you? Yeah. Good afternoon all. I think Pali, considering that it's an extremely mass brand, we've always looked at boarding cricket as a vehicle to reach the audiences. We all know that cricket particularly helps us reach the younger TG, which is extremely difficult to get otherwise on television. So it becomes extremely expensive, either one, very expensive or extremely difficult to tap onto the young audiences. I think a sport like cricket gives us a very, works out as an extremely good vehicle for us to reach that audience. At the same time, we've also seen that a significant proportion of women actually have started taking interest in this sport. I think that also has worked in our favor. We've seen in the recent times, in the past five, eight odd years, women's cricket has also started gaining prominence. And we've seen the leagues also getting floated. And that has also sort of helped increase the interest in overall cricket from the female audiences as well. So if you look at the construct of Parle's portfolio, we have brands either targeted at children and or predominantly women, housewives. And there are, of course, a few brands which stagger and which are targeted to the youngsters as well. Our philosophy is very simple. If we target kids who are going to be the next generation, the philosophy is very simple to catch them young. So I think from that perspective, we've always looked at cricket as a great opportunity. And yes, talking about our association during the last Season with IPL particularly, I think has been a fantastic Association. So we've also maximized the Use of this event to split between the mass users and Mass users as well as the premium users as well. I think a combination of sd and hd enabled us to reach A certain set of audiences exclusively. So hd became a great vehicle for us to reach the Platina audiences, the Parle Platina audiences. That helped us. I think in that sense, I really feel that An association with an event like IPL has worked out quite Well for Parle. You can actually catch the entire family together in one Space. Absolutely. The big screen. Interesting. So you spend around 85% of your adspends on TV. What is it for cricket? Difficult to specify. But yes, it is a major chunk. So if I were to sort of cite, so of the 16 seasons that we've Had so far, we've participated in cricket in most of the Seasons, barring one or two where we had given it a mess. Otherwise we've been there for most of the seasons. So when we participate, we participate in a strong way. Which means we need to be present throughout the tournament Which lasts as much as about 45-50 days. Which means a sizable investment. So we do spend a sizable chunk of our monies on cricket. Thank you. Let me come to Mr. Dube now. Let me take a moment to congratulate you on completing three Decades with Dabbar. Guys, I think that deserves a round of applause. I think you are to Dabbar what TV is to cricket. So we were talking about spends and Dabbar has increased Its TV spends by around 20% in 2023. And a big part of it was in the World Cup. Tell us how has cricket really helped you to return on investments? I don't know investment on cricket. I don't think there's any return on investment on cricket. It's not for the faint hearted. Cricket is not for the faint hearted. You have to, first of all, before you start talking, You have to put a lot of money on the table. And then get these guys to come and talk to you, right? Otherwise no one will come to you and talk to you. That's one. There's a lot of burn in cricket. Initially there's a lot of burn. You have to not be faint hearted. Number one. Then you can't be continuously be present through cricket. You can create an impact, go out, and then. So companies like ours, which have been in a Infinite business building, so as to say. You have to keep growing the company all your life. For these companies, a lot of new brands. For new brands, it was a lot. Brands which are established, which have a very high market share, Like upwards of 60%. Those brands, it may help you in a very small way. But for new brands, it definitely helps a lot. Another thing is that with cricket, you can be sure Of reaching newer audiences. Our play mostly has been women and children. And that set watches a certain set of programs on tv. And that gets saturated very fast. Especially in the hindi heartland, in southern markets, Those numbers are much higher. So they are the plays different. So what happens is that basically you're reaching out to Same people again and again. If you want to reach out to newer people, younger people, You have to do something different. So cricket offers you that. So reaching out to newer audiences. You're reaching out to children. You're reaching out to younger tg. People watch together. People watch tv as a family together. So a lot of spillover also you get. That's one. Secondly, the numbers which you get for Cricket, there are all indian numbers. You reach out to the all india pan-india audiences. That's another unique way of, a unique thing which Cricket offers. With respect to, say like if i talk about my company, We have traditionally been investing only behind one set of Genre. We spend a lot of money and Impact like big boss, et cetera. There is a lot of saturation. So this really helps us reach out to newer audiences and Build the brand. But can you sustain it Over the period of time for a long, long term? I don't know that yet. But for new launches, for creating a quick impact, It is like brilliant idea. But it's not for the faint hearted. We've established that. I also want to come to Mr. Ghoshal joining us virtually. Now Mr. Ghoshal, as far as Volta's ACs are concerned, I think the timing of the IPL can't be more apt. You know, it's scheduled just before the onslaught of Summer. And not surprisingly, IPL has Obviously seen a steady partner in Volta's on TV. Tell us how, apart from the seasonality part of it, How has IPL and cricket as a whole helped you Drive brand recall and sales for the brand? Mr. Ghoshal, can you hear me? Yeah, I can hear you. Can you hear me? Am I audible? Yeah, we can. We can. All right. They would be a lag because I am Coming in from Delhi right now. Firstly, apologies for not making it over there in person. This session was about effectiveness of IPL on TV. So I'll come straight to the point. See, sports viewership in India is almost touching 800 plus million. And out of that, IPL is covering Two-third of it. So there's no debate as such That whether IPL is effective or not. If you're riding sports, you need to write IPL. There's no second thought about it. But I would like to emphasize on three points on this Platform when you talk about IPL, Reach, affinity and outcome. When I spoke about the reach of IPL on TVD, Which is definitely consistent and growing year by year. Along with the advent of digital, still it stands out. If you look at last year's figures. So there is no, there is no question that you can live Without television. If you want to leverage IPL, you need to do both perhaps Or you need to do at least television. Secondly, affinity wise. As some of the panelists said earlier and also what I Heard from Soumya about brand awareness, which we forget In today's time and age, it's a very vital and a very Effective tool to be consistent on a property like IPL Because it has to align with the business objectives. IPL has got many opportunities. You have to see whether you're a startup or an established Brand and use it effectively. You could use it. Excuse me. You could use it for various objectives. If you're a new brand, of course, you need to use it Across all platforms, on ground, television, digital But if you're established brand, you could use it for Re-establishing your story. And that's what we have done over a period of time. We were never faint hearted as someone said. But we were, I would say we were optimized in our approach In terms of using IPL. There are ways and methods to use IPL in an optimal manner Or in a very large budget format. We have been using IPL because we have a summer products category Which aligns with the IPL timing. And of course it's become expensive over the period of time But so has it given returns. So you need to see how much you need to invest for your products At a particular point of time. And also realize that those investments are giving you returns In terms of market share or in terms of brand equity Or in terms of top of mind. That's very important. If you measure your brand equity or top of mind Or your market share after the summer season gets over You'll get to know that, yes, IPL has given you returns. Thirdly, in terms of overall outcome of whatever you do You need to see that whether you've built a story Or through IPL on television. Some brands do build stories over a period of time As Somya did point out that you need to build a consistent story Across a period of time. And if that is objective, if this property comes back to you Every year, year after year, please use it effectively. Thank you. Thank you. Thank you, Mr. Ghoshal. Radhi, I want to come to you and touch upon something That he mentioned. Now FMCG, telecom, mobile consumer durables These were the big spenders traditionally on IPL And all the biggest cricket tournaments. Over the past few years, you've seen a lot of digital first Brands coming and spending a big chunk of their budgets On cricket on TV. FinTech, edtech, all of that. Have the big cricket tournaments on TV kind of become The right of passage for brands at all stages. You know, the matured ones like Parle and Dabar And of course the new ones like PhonePay. Is it like a right of passage truly today? And what is really the lure of cricket on TV for brands? Couple of things, Neeta. I mean, you're completely right. I mean, the kind of brands that are coming on board today On cricket might be a little more different from the Traditional ones that were there a couple of years back. But like the other panelist said, you know, the objectives That a brand needs to achieve to a certain extent is satisfied By cricket as a platform, right? I'm not only talking about IPL or World Cup, which are really The bigger impact-driven ones, but even, let's say, Test matches, even the bilateral series. So overall, there are lots of objectives that the cricket As a sports medium satisfies. From the new age clients that you were talking about In terms of the right of passage. From there, I mean, you have a host of objectives That are satisfying them, right? Or it's adhering to addressing for them. You have, like Rajiv Dubey said, that it's not for the faint-hearted. You have the not-so-faint-hearted who are really Carpet Bombing using IPL World Cup as a medium. It's all about the upper funnel. It's all about making an impact. Probably a launch of a brand or, you know, when you are wanting to Probably have saturated all the digital audiences that you have Reached out to probably through performance, through every other Digital aspects. And now you want to come on to Television as a medium for mass reach, right? And that's when you start looking at, you know, Cricket from an upper funnel perspective, right? And we have so many examples of all the new age brands that do that. But to a certain extent, a Cricket also, you know, Addresses the last mile, right? In terms of delivering footfalls. Helping increase search to the website, right? In fact, we have a whole host of app economy clients that we manage. And every time that we've, you know, advertised on Cricket, And I'm not just talking about IPL World Cup, We do see, you know, a spike in share of search. And that's one of the barometers for us to look at success. Even beyond search, right? It could be footfalls, it could be app downloads, it could be installs. And we've seen that through a couple of campaigns that we've run for Clients like farm easy, lens cut, right? So I think to a certain extent, like what everybody has said so far, It's not just about driving top of mind. It's just not about mass reach. It's also about how we advise our clients to use those platforms, right? Whether it's in the stage of building consideration, Whether it's in the stage of driving performance. We do have metrics to say that it does deliver on all of these, right? But I think to the, in larger lot, I think most people see it as, You know, let me use it as a platform to achieve quick reach, Build impact, you know, burn lots of money and get away, you know, In that two month period, right? So that's one. Interesting, you know, the part you spoke about, you know, the search part of it. I don't know, it's to simply put it, I think when you're watching Cricket on TV, your phone is disengaged. You can actually use it. You see an ad, you love the product, You want to know more about it. You can quickly search on your mobile, Which can't happen if you're watching the match on your mobile phone. So I think that's a big plus there. And again, talking about searches, I think I'd like to come to you, Vikas. You come up with this very interesting survey, which talks about How KPIs or brands are being met differently on digital versus TV. Please, please elaborate on how you went about it. Right. So, you know, this whole notion that, you know, Cricket or IPL in general, or TV in general, is expensive Comes from this whole idea that TV is not measurable. Now, this could have been the case like long time ago, But as we speak today, TV is a very measurable platform, Measurable very much like digital. Now, what has changed in the last few years? Okay. In past, you know, while you're Watching TV or your brand is on TV, the KPI of the advertiser Would reflect like a few months down the line in the sales and so on. But at this point in time, you know, you can very, very Directly measure what is the impact on such share for that Particular advertiser, because people are watching on TV. And as nita said, they are also searching on mobile phones. And, you know, we have analyzed over the last few years probably Upwards a few thousand campaigns across different Genres and across different categories and so on. And one thing that we have found is that, you know, Search share in a particular category for brand is one of The highly correlated or highest correlated parameter on Which future market share is dependent. And TV is able to very successfully move that Search share in your advantage. In fact, you know, i can tell you In addition to the case study that is already in front of you On your tables that we presented, there's another fintech client, You know, an up and coming fintech client, actually. So they did a whole of cricket last year. And the search share advantage that they got, not only During the time while they were advertising, but it continued. And after, you know, of course, you cannot continue at that High-pace advertising on cricket. You know, it has kind of Shifted their base line of search share. So, definitely, measurability of TV is possible. And a lot of our clients are using it right now to more Optimally plan TV. Right? If now we say that, okay, TV is measurable, we need to Put also TV as an extension to that cricket. Like in the same pedestal as digital. So there has to be possibilities of optimizations over there. We optimize digital campaigns to the nth bit, right? Same has to happen on television as well to get Advertiser best our wise. And TV at this point in time Provides the cheapest way to increase your key kpis. Like, okay, overall absolute number might look high, but if You look into the kpi incremental bit, it comes out to be Cheapest. Cheapest to the tune of that, you know, if you're an Up-and-coming brand, for example, we just spoke about, like, Many of these newer age brands coming on cricket or Latching up on cricket. Why is this happening? Look, I'm an engineer by education. And a lot of these newer age tech companies are also Probably the management teams are engineers. They have this probably more pronounced hunger for, like, Scene numbers. But they get drowned in, like, Ctrs and cpvs and, you know, all these kind of things. But with TV becoming measurable, a lot of these guys are coming On to this bandwagon where they see that, okay, what their Brand journey could have taken, like, five years. Cricket could cut it short to, like, one year. So the choice is this. Many of these new age Industries are winner takes all or winner takes most kind of scenarios. So can you afford to kind of spend the same kind of money And reach the same, you know, KPI levels or Search share levels in five years? There will be no market left in five years. So that's where cricket comes in. If TV is, like, seven to eight times cheaper Compared to digital, cricket is within TV itself, is one of the best Ways to leverage and, you know, expedite your journey to dominance. That's what we are seeing right now. So basically we can go beyond the r cake, grp2, measure TV now. Of course, maybe we'll talk about, like, you know, third party cookies going away. Right? So if third parties cookies are going away, you see, Firefox has already banned them, like safari is already gone. Right? And probably sooner than later, Google is also going to take that away from chrome. Now, what that will do is that, you know, all your MTA analysis that you do on digital, right? You do all those multi-touch attribution studies on digital And say, okay, everything, all this purchases are happening through digital. While maybe there is some kind of brand salience that i get on TV. That's not right and that would not even be possible after these cookies going away. So sooner or later, you will have to build an integrated MTA. Right? Where you can say, because all these nice consumer Journeys that brands right now are used to getting on digital are going to go away. That will bring TV and digital on the same platform. And then these newer algorithms that are coming up, right? Newer ways of measuring MTAs are going to come up. There you will be able to very clearly see the impact. And that's why these new age companies are now coming up. Faster time to dominance, third share. I'd like to come to the advertiser, and I like, because there, you know, Cricket is one of the best things to put your money on for advertisers on TV. And, you know, 2023 in a way has been this watershed moment for Cricket. It sort of reminds me of Amir Khan from the film, Three Idiots Screaming Free Free Free. You know, we saw free streaming being introduced for the first time last year in India. And yet we saw IPL and World Cup each getting record high viewership of half a billion on TV. So I would like to come to you, Mr. Buddha, firstly. Is Cricket, according to you, best enjoyed on TV? Is that why this kind of viewership, despite giving a free option? Yeah, absolutely. I really feel that it can actually really be very well enjoyed. So I remember good olden days when I was talking about, like, let's say, The Durdarshan days when it was sort of launched, introduced to the country. And there was very little content and we would have some series and we would have all friends, family sitting together and having a great time. I think those are some really precious moments. So I remember of tournaments happening in India, in Australia, in Sharjah and people watching them all together. I think that is something very, very enjoyable for an event like Cricket. And we all know that Cricket is religion in India. And yeah, it is definitely best enjoyed with near and dear ones. The kind of experiences, the kind of, I remember also at the same time. So one is that and then even if you are, for some reason, You have some near and dear ones which are who are away. You can always be in touch and this has happened. I distinctly remember during 2011 World Cup and that two finals. So I was really in touch with so many friends and this was through mobile at the same time. So I think the movements to share, the predictions and the kind of superstitions Attached with the sport like Cricket, I think are really very, very special. And I think these can be best enjoyed only on a medium like television is what I think. Mr. Ghoshad, I'd like to come to you. Do you think Cricket is best watched on TV and as an advertiser, It makes the most sense to put your money on Cricket on TV. As I said, television is, can you hear me? Am I audible? Yes, we can hear you. All right, sorry about that. See, as I said, TV is a very vibrant platform for this property. But I don't think we should be talking about TV versus digital because they all work together. I don't think anything on the IP ecosystem works in isolation. Whether it's on ground, whether it is television, whether it's digital, You need to leverage all three of them together. If at all you're a new brand, you may leverage one of them. If you're an established brand, as I said earlier, You need to see which stage of your business you're in to understand what is better for you, what is not good for you. Having said that, that's from a logical perspective. From an emotional perspective, of course, as a consumer, The fun of watching a property like IP on television together as a family is always there. It's always one up against when you see it on one device. That's my take on it. Mr. Dwayne, do you agree? Yeah, nothing brings together this country like cricket. So what happens is that first you go and watch TV together. Alone, they say, no, no, I must share this with Buddha. Did you see how I was shocked? Oh yeah, what a great shot. What a great bowling. You like to discuss this. It doesn't happen with anything else. It doesn't happen with I sat and watched an episode of, say, serial on TV. I won't name any serial right now. And you won't go and discuss that, right? You won't go and discuss with somebody that, Did you see what I said to him? How did I hit him? You know, never discuss that. That happens on cricket. You go and discuss it with your friends. You want to, like 2011, there was no WhatsApp or anything like that. There were no communities. Facebook was there probably in a limited way. So people would discuss it on Facebook, et cetera. But now it's become more interactive. So you watch together either physically or virtually. So, I mean, that's the thing which cricket does to you, Especially on TV. And it's not going away. What will probably happen is that format through which you're watching Might change over the period. Like, say, suppose, just like, you know, Streaming has become free for TV and, you know, More people might see Merit in watching it through connected TV devices. That number is very small right now. It might grow in the future. Tomorrow you never know. Cricket might become free for everybody, right, on TV. I mean, just like streaming become free. But it becomes free to air for everybody. They did experiment with Star Roots of movies. Yeah, it was very limited and very, very, like, They were not into it. Like, if it becomes free for everybody, then obviously, you know, It'll completely kill streaming, you know. There'll be no Geo cinema or whatever left in the country. So, you know, it's like, We watch together. People love it on a big format. Same goes for Super Bowl. I was reading a study with which they said that Do people like to enjoy Super Bowl on TV or on small devices like phone? The answer was on TV. I mean, America's much more evolved economy and country as a whole. There, the trends are towards TV. I would say that same thing will follow in the day as well. Sharing your enthusiasm, group viewing, I think that really works. Absolutely, absolutely. Okay, and Arathi, you work with so many clients. Share some examples of how Cricket on TV has really helped them. And also how it kind of helps brands to achieve objectives across the sales funnel. You know, adding back to what I spoke about earlier, right, That brands can actually use Cricket on TV for achieving different objectives. We strongly believe that today, and adding to what you were saying, That TV is actually a performance medium. It's no longer, and we advocate that. We have models to prove that advertising on TV and on Cricket Leads to, you know, sales, leads to, you know, Achieving different objectives like I reiterated earlier In terms of either search going up or foot fonts going up, right? We truly believe that TV is, and more importantly, sports and Cricket Actually can work as a performance medium in your entire media plan today, right? One thing, in terms of using Cricket, I mean, one of the couple of brands That I think really stand out for me are not the ones who are, Not from a title sponsorship or an associate sponsorship Or the big monies and the big deeds over there, right? I think how brands effectively use it beyond just a impression or a spot buy, right? How do you kind of integrate into the sport, right? How do you kind of buy Cricket effectively, right? Like, you know, not all brands have the wherewithal to spend that kind of money To be present for the entire two months, right? Now when it comes to IPL, so how do you decide what is the kind of Right efficiency levels, what is the kind of placements, What are the kind of associations that you try? You have a plethora of brands in your portfolio. How do you ensure that you are effectively giving each brand, you know, The right, you know, the kind of GRPs out there, right? I think to me how you utilize the entire platform that is available to you, Which is so, so huge today in terms of creating impact And how best you deliver what the client and the brand needs In that, during the campaign, is very important. And the third thing which is very important is like I told you earlier Is about, you know, how do you build associations, right? How do you use the sport contextually? So like for instance, I mean, one of our brands, Lens Cards, Has always been on Cricket. I mean, they've been quite, the other associations with Cricket Has been for a long time. But you know, we woke up to the fact to say that, You know, can we do something different today? Can we actually, you know, stand out in this whole Jamboree on Cricket, right? So you kind of contextually, in a very tongue-in-cheek way, Use fall of wickets and associated with, you know, Isight and, you know, how the depletion in terms of your Isight And why you need glasses. It's a lovely piece of work. I think we're probably happy to share the work that we've done on that. And the messaging was all towards the end, But it kind of built through, you know, the fact that there was A fall of wickets and it all happened likely because of the fact That, you know, you needed your Isight to get checked And therefore promoted, you know, AR testing, etc. Right? So how do you contextually use the game? How do you contextually use the platform is, I think, A lot more important. And the fourth thing that I'd like to leave behind is that, Especially when it comes to IPL, right? You've got two months of, a two-month window. So I kind of want to go back to a couple of years back on how Vodafone Zuzu's kind of came up with multiple crickets and Used that platform to actually get their products and services Out there, right? So I think it's all about, we'll just summarize this Long drawn out. This one is what is your brand objectives? What do you like to achieve? And how do you do things differently with this, With the cricket and the platforms? How marketers can get creative? Yeah. Okay. And you know, very interesting, you said that, you know, Performance, it's, TV's become a big performance marketing Vehicle because would you like to add to that? I think that's something similar. Yeah. I mean, I can give you a case study of a leading e-commerce Company, right? If you look at their overall KPI increase, Starting with search share, not only search share, Everything else behind that, a cricket, IPL primarily actually in this particular case, Drove about two and a half times compared to even normal Primetime TV. So Primetime IPL drives like even higher. Now you could say, okay, what is the cost of that KPI increase? But you need to also understand one more thing, And particularly for upcoming brands, you know, You cannot measure your campaigns in isolation. You have to, you know, measure your campaigns with The category. There is also a cost of not doing things in, Again, winner takes all or winner takes some categories. So, you know, a category level comparison of your Campaigns with some of your competitors kind of Definitely getting more cricket on their menu. You need to kind of really think about that. Before I conclude, I think we have very little time. We have literally one minute left. I'd just like to come back to you and ask you, What is it? I know we spoke about cricket, TV, branding. I mean, it always helped. That was the misnomer. Now because we've spoken much about how it can be A performance vehicle, I want to know from each of you, How are you going to leverage cricket on TV For your brand in the upcoming cricketing season? It's a big one. World Cup, under 19 World Cup, T20. There is IPL happening. So how are you going to use cricket? I think it has to be used very tactically. And so one thing established on table that it works, right? So having said that, you know, if it's working, Then why shouldn't you do it again? So do it tactically. Do it for newer brands. Try to establish the brands and probably do continuity With something else. Doing continuity on cricket is very expensive For FMCG brands. Let me just re-qualify that statement. It's difficult for FMCG brand. It may not be difficult for a brand which is funded by Investors, etc. They have like thousands of quotes to spend. But you know, companies which are listed, Companies which have to deliver numbers every quarter For those companies it's very difficult to continuously Spend and go overboard. For newer brands, etc., it makes a lot of sense And has to be used tactically. Even for the brands which are established, you know, Just coming in and trying out cricket for newer audiences To reaching out to newer people is always works. Always been there, you know. But again, it's not for faint hearted. We'll see with her. So we've used cricket for various purposes. So I remember the first edition of IPL. We've used it to launch. I remember actually the formation. So 2007 is when we sort of won the T20 World Cup. And there was this new fervor. And we had this first edition in 2008. And that was the exact time when we launched a brand called 2020. And what better than to have an association with Tournament like an IPL. And it paid huge dividends. It yielded very well for the brand. In fact, it was a case study. One of the fastest to clock a thousand crore Turnover in less than three years. So that's one. And we've also used cricket. And we intend to do the same for, say, launching new Brands. We've launched Happy Happy. We've launched on IPL. We've launched 2020. We've launched Parle Platina. We've launched several new campaigns. I think we'll again choose something of those sorts. I think that's one more thing. 1983 World Cup also. Dabbar was there on cricket. I was not there back then. Ms. Mr. Ghoshal. Okay. Quick one. Use IPL on TV strategically to build your propositions throughout over a period of time. Use IPL on digital for reminding. Use IPL on ground tactically. That's my message. Anything you want to add? Rathi? Vikas? Yeah. So I think when it comes to, we have a mixed bag of Clients where the IPL kind of fills up quite a few of their Requirements, right? Be it only a regional focus, which today you can pick up Only regional feeds or for some of the clients who are For the faint hearted, they are also looking at considering It for the brands to build top of mind, right? Or for the launches. Then there is also different options of brand solutions That we have today that you can build and customize for Your clients, right? And the brands. Whatever the objective is. So we're looking towards that to see what we can do Differently for some of our clients. And more importantly, it's about, I think, as a, I mean, as a head of a media agency, it's about how do I Use cricket and TV more effectively, right? I think how do I give the best solutions to each of our Different clients in terms of how to use the platform, How to use the sport, and how to buy in on it. I think that's it. Vikas? I would say, you know, with TV being Measurable now, I would say, you know, to brands To integrate cricket in your overall multi-touch Attribution studies, you know, TV was considered separate Before you don't need to consider it separate. It's part of your overall funnel. Right attributions will fall in the right place then. So I'd like to end with some stats, you know, as per Barg data for the past year, I think younger audiences in The age group of 15 to 30 have actually seen a higher Growth in TV viewership than the rest of the group. So that's a big one for any brand which is trying to Get the attention. Yeah. And another thing is I think live sports on TV has Reached new heights year after year, like we mentioned, you Know, going from $730 million in 2020 to $803 million in 2023. So this is sports, all sports events. And of course cricket has been the driving factor Followed. So I think in the next few months, we're going to See that sky is the limit and it's going to be a Big treat for all the advertisers gearing up to Advertise on cricket. Thank you so much. Lovely having you as an audience and thank you so much For all that insightful talk. Thank you so much.