 Allow me to introduce our first panel session for the day, for which the topic is creating mobile experiences that keep your consumers spending. Before any further ado, allow me to welcome Mr Rajesh Panthina, Director of Marketing Asia-Pacific in Mobi as the session chair for this panel. Mr Panthina is the Director of Marketing for in Mobi in Asia-Pacific and is responsible for the public relations, integrated marketing communications, demand generation and customer marketing initiatives in the region. He's an alumnus of the Indian School of Business Hyderabad and we look forward to this session. The speakers for the panel, Mr Shakil Anjum, Head of Marketing and Product Planning, Hondakas, India. He's an experienced head of marketing communications with a worthy history in the automotive industry. He's a long marketing professional, skilled in business development, marketing strategy, customer relationship management, market research and team management, and much more. Mr Vikas Bansal, Director Marketing, Amazon Pay. As a part of the founding team at Amazon Pay, he set up the strategic direction, invented new payment experiences and financial services products, drove non-linear business growth and established Amazon Pay as one of the top payment and financial services player in India. Next, Mr Somyarath Hor, the category lead Pepsi Cola PepsiCo. An avid marketer, Somyar has more than 10 years of experience on building memorable brands. Currently, she is leading the iconic Pepsi Cola brand at PepsiCo and believes in the power of storytelling and data to curate compelling experiences for consumers. Ms Meghana Aparau, brand, digital and e-commerce expert, Meghana is a passionate marketer and business builder having worked with iconic companies like Google and Amazon and Atlicious about growing each scene startup with over 20 years. She loves working on pioneering work like creating new category, building existing businesses to greater heights and driving behavior change in a significant expertise in the digital ecosystem. Mr Neeraj Ruparel, head of mobile and emerging tech at Group M India, head of voice practice WPP India. He leads the voice practice at WPP India and has vast experience in mobile marketing, XR marketing, voice marketing, consumer platforms, brand communications and marketing analytics. He has been recognized as one of the 40 rising talents in Asia Pacific by Campaign Asia Pacific. All our speakers and session chair in, hi, hello everyone, thank you for being here today. Over to you. Hello, thank you, Pallavi and I mean those introductions itself show what a heavy panel this is. Welcome everybody, very nice to see you all at screenage and on this panel about creating mobile experiences that make your consumers spending. Now I was actually about to go ahead and give a huge, huge, you know, stats and trends dump right at the start about why mobile is important, etc. Then in a prep call, Meghna said, hey, come on, this is just so basic, why are you doing this? And so I'm going to quit all that and directly jump into the questions itself. Now, why we all have the data and the stats about how mobile and all of that is very critical. In the last six, nine months, despite a whole year of pandemic and the change and that same WhatsApp joke being pushed all around, we still have seen a lot of change happening in the last six, nine months, right? And so I'd like to just, you know, starting with Shaqeel, just try to understand what's really changed as a market or consumer landscape and the role of mobile in your specific vertical, you know, for your brand, so on and so forth, just with Shaqeel starting. Yeah. Yeah, hi. Good afternoon, everyone. Hello. Thanks Rajesh for this opportunity. So I will take you from you and be very brief and quick and stick to auto. The mobile first has beaten to death, how it has changed in our category, let me step back a couple of years. We launched a connected car and to fully utilize and connected cars, you have no choice but to download the app and, you know, kind of have that seamless integration. So in a way, our industry is, you know, even more strongly integrated with the mobile than most of the categories, how we plan to use it or how we are currently using it and your specific question, what has changed in six to nine months? So what we have seen in last two years since we launched this application, the traction has definitely changed and especially after the COVID situation, we are seeing more and more non-vehicle applications or usages which are going up. So typically before this, you would see people checking on the vehicle performance, route, information, et cetera, but now we have seen increased traction or services like booking an appointment or buying an extended warranty, et cetera. So clearly there is a shift which is happening. We hope this is sustainable and we can, you know, leverage some outfit to increase the customer value. The second shift is actually what we have seen or observed and I think you played a movie, played a part in this, what we saw in selling of the new vehicle. So we saw this phenomenal response to one of the new SUVs being launched and 50,000 plus bookings coming. So clearly there is a huge potential to mobile as a marketing tool in our industry also and we look forward to leverage it more. That's fine. It's really great because I mean, today I don't know, people still don't believe that automobiles can be added to cart, but it's happening today and people are really like, I mean, I know all the features, I'll just add to cart and book it off. Saw me up for you, like, you know, when it comes to PepsiCo as a brand and like, you know, retail was hit badly, but then again, the second wave came in, you kind of recovered second wave came in and then again, you had to basically look at a lot of pieces. So what has changed for you guys from a PepsiCo standpoint? Hi, I think I'm going to just talk about it from a meta perspective. I feel that, and this is something that I've realized about mobile in the last few years. I think given the unprecedented nature of the last two years that we've really had, what we've realized is that earlier, I think mobile was something that, you know, filled up the interstitial spaces between life, right? Like it was something that was happening between life, but I think what the mobile has really eventually gotten to being is that it's actually become life, right? I think it's become, it's where life is actually happening. And I think it's increasingly become a source of social connection because in a world that was getting so physically isolated, mobile was one medium that could instantly get us to connect with people that, you know, matter to us. And I think that was a very big role and a very big shift, the way we sort of, you know, looked at what mobile is really doing within the larger category, right? And of course, I think Pepsi is a very resilient brand, and it's a very resilient company. So I feel that it's always, it's been very impulse driven. And I think that given the fact that people weren't really stepping out of their houses too much, we had to find a way in which we could step into the house, right? So I think that's the way we sort of used social connections and mobile and tried to get inside the house of consumers more. Yeah, and we'll definitely hear more on those connections bit for sure. We'll come to that. But you're going to, because, because, I mean, your payments has picked up like crazy. And every cobbler, I mean, is accepting payments digitally. So what's been, you know, eating your head at Amazon? Yeah. No, thank you, Rajesh. So it's nice to meet everyone here. So in the world of payments and financial services, right? Mobile and payments are almost synonym to each other. That there is so much innovation going on in the market today to make payments more convenient, intuitive, and they are all mobile-based, right? So whether we think about UPI or buy and not pay later or wallet, all of this is like how we can make it very convenient to pay in your app, at external merchants, at stores, right? And it is largely, or largely, I would say, all of it is now on mobile. And mobile has just, you know, is transforming the way we experience, you know, in our industry, right? Payments and financial services. And that's what we are doing even at Amazon Pay. It's like we continue to invent solutions and mostly on payments. The other one, what smartphone penetration has also done is that earlier, the mobile payments, right, was generally a tier one phenomena. And what we've seen in the last two years, you know, as with the after the pandemic, that this is the payments, the digital payments and mobile payments have moved really to tier two, three, four cities in India. And I'll give you like, so today, you know, on UPI, right, which is the bank-based payments, 75% of payments are coming from tier two, three, four towns. So 75% of total payments. And the mobile is at the heart of those payments. And when we look at all of our payments, right, that we have today, 90%, more than 90% are mobile-based. And remember all of the form factors existed for many, many years and mobile just got started, right? Smartphone with the penetration in India. So I'm saying like for us, it's just like, it's not that mobile as a channel, for us mobile is the business. So yeah, that's just wanted to just set it up that way. You're perfect. And those stats actually kind of bring me to Meghana like seasoned marketer with, I mean, she's seen everything from Unilever, GCPL and now Licious. So just want to understand your take in at Licious, you know, how did things change? What was basically happening when it came to the larger market landscape and mobile specifically. Think you're on mute, Meghana. Yeah. Yeah. I said, thanks for inviting me. And this is the first time in a panel, someone has dinged me even before the panel started, but for the right reason. So I think from a world of mobile first, which was a few years ago, I think now almost all of us are mobile only almost. Yeah. And that seems to be the story of us as consumers, as well as builders of brands and ecosystems. And that's been a similar story. And I think one of the big things that stands out for me is as we think of mobile experiences, how do you look across mediums and all touchpoints and then translate your message by touchpoint to make it work most effectively. Because I think gone are the days of very traditional marketing that you created, you know, one video asset and one quote unquote key visual and then just change it for sizes and slap it across medium, right? I think looking at the consumer journey in the context of your category, the medium touchpoint and then doing really hard work in adapting that. And I'll give you an example. So at Lishes, we are a 95% old app business that we run. So pretty much mobile only, I would say. We had this big opportunity on value added products where these were like almost ready to cook, you know, you take it out of the packet, put it on a pan, fry it up and eat it. And it was a blessing to many so-called novice cooks, especially during the pandemic and also with concerns on eating out, even ordering in, et cetera. So this was a fantastic consumer insight and a great business case. But what we saw was while we had tested some really fabulous products, we were getting some kind of erratic ratings on product feedback. And what would be the first thing you'll do you'll go on and change the product. But here instead, when we spoke to these consumers, it was a completely different revelation. We had used this classic, let me call it, traditional principles of taking a product detail page and writing out almost recipe-like usage instructions on saying step one, smear something, saute something, splash something. And the novice cooks, it was, you know, kind of googly. And we realized that the problem is not with the product, it's because they are each doing it their own way. And hence not getting the same outcome every single time. And that was a reflection not on them, but more as us, saying, what is the right medium to interact? So then when we step back and just jumped into the consumer's world, this is how we broke it down. We said the first point is, where do I go find you? If I find you on a discovery platform like a Facebook or an Instagram, let me not show you a pack of marinated meat because there's nothing appetizing about, you know, a sludge-like marinated meat. What is actually very mouthwatering and tempting is that delicious tandoori chicken which is sitting on a plate. So when I want to entice you in, let me show you that finished delicious product which sets your, you know, rumble-tumbles happen, you go and order the product, great. But after you order the product, let me not assume that tomorrow when it comes and you're cooking it, you're actually going to remember what usage instructions were there. So we then used our CRM backend to say that after the product is delivered, on WhatsApp, we will send you a video on how to cook that particular product. And that then means that you've got it and when you're cooking it up, it's all sitting there right easy for you to watch, observe and go ahead and do it. And this seemingly simple intervention by choosing the medium and what message you put on every touch point and skyrocketing in terms of results, both in terms of conversion, outcomes and percentage contribution to our business. So I think for me, this was the learning, like how do you look at your consumer touch point across every medium and selectively choose what you do to get to the best output. Awesome, Meghana. And I mean, that really brings me to needed, you know, like he's basically at the center of innovation for a lot of things. And I do think, I mean, for you as well, at least like, you know, five, six years ago, it was all, hey, what do we innovate with mobile? And today it's a whole different world altogether with mobile only, like as everybody's mentioning, being a main state. So what did you see basically, you know, becoming more and more mainstream this year or becoming more and more, you know, as an innovation that's being picked up by everybody? Absolutely. Firstly, I think Meghana being a vegetarian, and I heard you spill, I feel like having that chicken, you know? So did you blown by that if you cook it up well, build in interesting recipes and there it goes for the scale, right? So you guys are aware, I've been doing mobile marketing for a decade now, right out of college, I moved into my first core domain was mobile marketing. It was pretty much an SMSH from there to landing my first banner campaign on ATL life those days. I think it was being landed on a platform built by N Pocket, which later got acquired by Nokia. And 2009, I landed my first video campaign on platform called Zengar for SBI, where the content used to buffer. This was the first IPL ever contest it will seamlessly buffer then. And today we are talking about commerce and we got spoke about how it's growing. And predominantly if you see the current last year's growth and I was going through so many reports and one of that which is being published by Mobi as well in terms of the new users who have come onto the platform, almost like 40% of the users, the wave one we got when the survey was on we got almost like 40% of the users were the first ones to try commerce as a platform. And I still remember we used to still go out when the lockdowns were on and we used to pick up groceries but they came wave two, which was all the more lethal. And everyone kind of leaned back on these e-commerce platform to transact, right? From you standing outside of McDonald's and you'll have to book it via Swiggy because government rules keep paying. And that was a propeller in that sense in terms of our numbers grew on e-commerce and not just the numbers but a lot of technology interventions which got created in this space, right from your AR commerce and I'm sure Vikas can talk more about it. Lot of learnings on Flipkart as a platform out there in terms of how they leverage e-commerce and especially the new age platforms like AR commerce and voice commerce is gaining traction now. We're trying some of the pilots on gamification commerce and now there's a new animal which is picking up which is live commerce. And then life commerce, writing on social commerce is gonna be the next level when it comes to commerce and emerging tech in the space of commerce. Thanks, Neeraj. I mean, you'd probably need to start an A2Z of commerce kind of book soon and publish that as well. But we will actually come to a couple of great ideas that you've wanted to share. But before that, I'll go back to Meghana because she's mentioned a very important point, right? That of the crux of all the mobile marketing strategy, there is something which is about knowing that consumer insight well and basically picking that to drive, either make sure that your own property or paid media, whatever you're basically activating is all based on that consumer insight. So can you share another example of where you basically had this very clear insight around what the consumers were doing and then you activated things on similar lines on mobile? Don't mute again, sorry. So what I gave you was an example of owned media where we used our own channels, CRM, app, et cetera. Another interesting one I'll share with you is what we found in the influencer space, but a little unique and targeted and work very, very effectively for us. While a couple of you are vegetarian, I hope some of you are not on this panel. The food traction that we have, irrespective of whether you like to cook or not, I think food is a massive passion and people enjoy seeing pictures about it. They like talking about it. It's very hard to get people to do fun posts around many, many topics and those of us who are marketers know how much effort it takes. But the cool part about food is just inside this passion and free-flowing ideas go all around. So one very, very big revelation which we were able to use a lot was these foodie groups. So every big city has their own foodie groups with very active admins. Many of them are also amateur groups and people also use that as a surrogate for sharing recipes, finding out home cooks, all kinds of stuff. So we felt that for our brand, this may be a really, really good connect. So one of our best engagements that we managed to do was tying up with these foodie groups, working with each of them to figure out what works for them and what are they interested in and then doing almost customized activations. So for example, there was a foodie group for Women's Day. They wanted to pick up their top women influencers, send them out a package of yummy goodies from dishes, get them to cook it and put it up. Worked very, very well. But the one which is even closer to my heart and was quite fun in terms of executing was we want everyone to cook. And we felt that kids are a nice symbol of saying if a kid can cook, anyone can cook. And when we had these ready to eat spreads, they're chicken and meat spreads from dishes, which you can just slap on a sandwich, eat with a roll up and a roti, things of that sort. So we said around summer holidays, it was also the little second wave that Neeraj was talking about to just bring in some cheer. We called it the Kids Can Cook Contest and we said just get yourself some delicious bread, cook up some recipes and put it up there with a mom and child kind of movement. And I must tell you, we were so amazed at the number of entries that we got, like literally in like hundreds and thousands of entries that came in. I did a lot of positive cheer and most importantly gave us that real hook because the outcome was not that kids will start cooking. The outcome is all the novice cooks can really believe that I can do it too. And ride on that wave. So we found this to work very, very effectively for us. I'll just add one more and then pass it back to you, is staying with the space of value-added products. We were doing a campaign on Facebook and one of the insights that came up was the people, the audiences who tend to do gaming are more interested in this particular segment. Yeah, so now we're gonna stop there and said, okay, great, let's just run a lot more campaigns with a gaming lookalike audience. But I think when we dug deeper, it re-validated our hypothesis that this is a more early job, a dim couple, a younger demographic. But then we found gaps in regions. So we were doing very well in the North but not so well in some of the other cities. And we went and looked at our portfolio and said, you know what, we have fantastic kebab range, which does well in the North. But that kebab range does is not as authentic from a regional and local flavor and say a Chennai or a Hyderabad. So let's go and create a portfolio that works here. So I think for all of us as marketers, how do you look at these insights and they impact not just your media channel deployments but how do you take it back strategically into your business and find opportunities on all kinds of gaps to fill. So you're looking at your own media planning and deployment as insights. You're looking at foodie group as influencers and insights. So I think it's been a very enriching and fun ride. I mean, for us too, in fact, like, I mean, yeah, there was like three big examples but clearly calling out how there was a huge, huge feedback loop in everything that you did. And then that ensured that, you know, you had the right amplification across. Actually sticking with that entire influencer and the community-based stuff, Somya Pepsi has done some huge, huge pieces around influencers and the communities, especially Gen Z millennials would love to hear from you as to how does basically mobile really come into the picture in all this and what have you basically done a couple of campaigns that really have stuck up for you? Well, I think Pepsi has always been a culture curator and we are constantly keeping our pulse on, you know, we are always keeping our finger at the pulse of the Gen Z consumer. And of course, like I said earlier as well, their life happens on the mobile. They constantly, they get their dopamine rush from it. It's their source of validation. So their life is pretty much happening on a mobile. If it's not captured, if it's not shared, then it's not happened in their life, right? So for us, it's really important that we are, you know, curating timely, memorable experiences for the consumers and constantly keeping up in their lives. So I think we've done a couple of campaigns and they cover like a massive spectrum of different ways in which you have sort of targeted a Gen Z consumer. One of my favorite campaigns is actually on Valentine's because I think on Valentine's Day, everyone is talking about love. But the reality is that seven out of 10 people in India are single and no one's really talking to the single people on Valentine's Day and they're feeling pretty ostracized and they feel pretty upset that day. So I think we got the quintessential bachelor boy of Bollywood to talk about the fact that it's okay to be single. And we had this campaign. I'm sure Neeraj would be aware of it, which is the Swax is Solo. And we had influencers joining in. We had massive renditions of the Hookstep, all happening on mobile. And a lot of influencers found fame while, you know, being a part of this campaign. So I think my favorite one, especially because I feel that on Valentine's Day, it is such a different stance and it helps us also break away from the clutter. But at the same time, strongly resonate with our TG. So that's one campaign where we sort of leveraged the short video format because I think the short video format is something that kids these days are completely hooked on too. I love calling the short video format the IPL of entertainment. You know, it's a 15 seconds and done, you know, you see lots of challenges, you take part and you know, kids these days love it. They love living their lives in 15 second reels or 15 second, you know, takatak or whatever, depending on the format of your choice. So we've done a lot of activities, whether it was to access solo, we've done the iconic Salam Namaste campaign as well, which was during peak COVID where we wanted to encourage consumers to take on social distancing and you know, completely embrace Salam Namaste without making it very preachy because Pepsi is not a preachy brand. It's fun and cheeky. So of course, the short video format is our favorite one because it's our consumer's favorite. Then the other campaign, which is the most recent one is the long form content. Like Meghna was also talking about that, you know, nowadays marketing is not just about one KV, it's about adapting yourself across various platforms. So the most recent one was actually tapping into this trend of given the fact that everyone's staying at home, they constantly binge watching series, whether it's on Netflix or whether it's on Amazon Prime. And so we decided to do this collaboration with Netflix, which is the Pepsi Money Heist campaign that we did and it's kind of pretty viral and we leveraged all touch points for the consumer, right from our packaging to our, we even leveraged a bit of, you know, away from home channel, which is what we call that in the Pepsi parlance, where we are also collaborating with our customers in the form of KFC, Pizza Hut. So we had an all-income passing campaign where we brought to life on the physical stores as well as in our channel partners. And of course, we culminated with the first live stream party in India. I don't think there's been any FMCG brand that has done something live and we were the first global brand to do something with YouTube and we took their live master, which leaked in phenomenal numbers for us. We got close to around 10 million views in 24 hours, which is something that very few brands have been able to break. So I think that campaign sort of catered to the long format content. And of course, I think like we were speaking earlier as well, I think precision marketing is something that all marketers sort of want to do. And we want to be able to talk to a consumer at the right time, at the right place. And we've done this very nice campaign, which was all about cut-offs are temporary, swag is permanent. I think in India, the 12 standard results are something that's much awaited. And I think it's a big stress point for parents and children alike. And given the fact that cut-offs range from 100%, you know, in my time, I don't think the cut-offs ever went to 100%. I mean, that's like the cut-off, right? So I think it's very stressful for consumers and kids to wake up that day and find out whether they've made it to their college of choice. And what we did was we done geo fencing and consumers when kids were walking into a college campus where the cut-offs were displayed, we'd given messages to them that saying, you know, your cut-offs don't really define you. You're much more than that. I think that was a campaign which had purpose at the heart of it, but it was still done in a quintessentially Pepsi manner. So I think Pepsi as a brand, we sort of try to do everything. We try to do short format content. We try to do long format content. We also try to do location targeting. But I think the biggest driver for us is how can we be relevant at the right time with the right message for the consumers? And that's our endeavour, typically. No, and as you've been mentioning, wasn't it 10 billion somewhere after the TikTok success, your benchmark? TikTok was 100 billion. I think so. With that exactly, every campaign was of the planet population. Yeah. But I think it's all about chasing the next thing. Sorry, Rajesh. Yeah, I mean, exactly. Like you guys actually was remembering each visual, each campaign that you had run and it is almost like you actually are putting mass into mobile and making sure that the medium is reaching as many as possible. I think when you talk about commerce as well, it's all about like, you know, there was this line that we used to talk about that TikTok made me buy it, right? I think that was a nice way of intersecting mobile plus commerce. You know, in fact, even last week when I had actually been a holiday, I actually saw someone asking, hey, give me that Bella Chow Pepsi. And I was like, yeah, definitely. Your memorability is driving all the purchases for you guys. But interestingly, Honda, which like, you know, we have seen as a traditional brand, they have been doing a lot on the, you know, mobile front and app front. And as I was speaking to Shakil yesterday, their own media is basically something that they're using to create great effect. Shakil would love to hear about how you are actually leveraging your apps for dealers and consumers both if you could share a bit about that. Shakil, you're mute, I think. Can you hear us? Sorry, thanks. So as I said, I was saying that we have two basic trust areas. We have a consumer-facing app called the Honda Connect briefly touched upon. And then we have a B2C app, which is with our sales consultant and how to stay connected with the customer once he's bought a car. So very quick, some examples on how we are leveraging data from the Connect application. So there are three buckets, you know, the one we are leveraging the performance data of the vehicle and we have tied up with insurance companies and today you can buy an insurance based on your usage rather than just on the timeframe. So I think going forward, these kind of things will become standard. The other thing is it can also certify what has been your driving pattern. We are giving you that and then you can, you know, get a certificate from us and you can leverage that to sell your car at a better price. So there are some very tangible benefits which data is throwing. So that is one bucket of performance. There are also things we are exploring which honestly, you know, are new to us which is location based services. So tie up with fuel pumps, for example, you know, their location and certain advantages or points you can use. Something interesting, you know, startup is we're working still not operational as yet. They're talking about finding new Dhabas and reading them, you know and ordering food on the go. So a lot of potential that we see even in our industry and we're working, some is already operation, some is working towards that. The other part of course remains the V2C internal facing where we have now completely mapped out the journey of each and every customer on the CDP platform and seven year journey is mapped and it's fed and connected to each customer. Each customer is mapped to when sales consultant and through his application, you know, every morning like our, you know our own calendars. He has a list of three or two, five activities where he calls, is it a transactional call or it could be in simple birthday wishes, all of it getting mapped. And we've seen traction, lot of traction over there also because for us actually retaining the customer is equally important, if not more important because 25% of our sales come from our existing customers. So these are some of the areas we are working on and I think mobile is central to both these ideas and focus for us. Yeah, and that's amazing to hear because I mean we on a daily basis here about like the Uber for drivers app or any other app being really used by all the V2C or digital first brands but this is something very unique by Honda and now quickly coming to actually Amazon pay because you've already kind of called about that it's very synonymous, right? There is nothing that basically is happening out of mobile. So in that sense, when you basically are looking to drive growth or basically look at your key mobile strategy itself, what are some levers that you basically use hyper personalization or anything else that you feel is most critical for you to drive growth? Yeah, sure. So one of the key things is right in our business is who are we competing against? We are competing against cash, right? People who pay with cash today and we think of cash is very convenient. You can just take out and pay. It's instant, you know, you just pay and but it has a lot of other implications which people don't recognize, right? For us to drive adoption is that it's really important that it goes back to the basics. Is my payment experience extremely intuitive and is it instant, right? And is it mobile, which is the really important part, right? And so we're dealing with a customer who lives in maybe tier two, three city who's used to cash just using no smartphone. How do we get them? So our key part of our strategy is very simple to the basics is can I build a very intuitive experience, right, that that's trusted as well. Trust is a very key component because we're dealing with people's money here, right? And so that's one. And so we competing with cash customer, that's a critical part of our strategy. And the second part of it is this customer today, when they have to buy, they go to a store, right? When they have to pay their bill, they line up. They have to buy a train ticket, they line up, right? Sometimes at the front of the railway counter and so forth. And the other part of it is can we just provide them a way that everything is together at one place in a very easy to discover way, right? So we've started out building, shopping was already in place, we started building out paying your bills, recharges, buying your travel tickets, doing insurance, pay at store using the Amazon Pay app, Amazon app, and then paying it off. So the other critical part of it is like, you really don't have to go anywhere because now you are going at all these places and it was just inconvenient and now you can do it all at one place, right? That's critical. The selection we call in Amazon context is extremely important. So, and then the third part of our strategy is because we are reaching out to those customers in those cities is, you know, the local language becomes very important. So we, you know, on the overall Amazon, we started out in English, Hindi, and then we built four more languages and we just continue to expand. So, because you have to connect with the customer in their language, right? And so if I have to summarize, those are the three critical parts of our strategy. It just goes back to basic. It's like, we need to talk to you in your language. You know, we need to be very intuitive and we need to be able to help you for majority of your use cases, then only you will adopt, right? Because what you have is you think is very convenient and you've been using it for years. So that's been our strategy. And I think, I mean, we've made some really good progress as I said, but still there's a long way to go on that. So, yeah. And it's interesting because you talk about how tier two, three, four is the biggest market for you guys. I'm sure in Needed's A2C commerce book, you have something which is audio or voice, right? That you basically used a lot in terms of innovation. So because if you could share a bit about, you know, the innovations that you're doing on this front, that would be very useful for the viewers as well to just understand that how you're actually making it much more easier as an experience, using these features. Yeah, and I will say like maybe tier two, three cities yet because that's a way to go. But I really think the revolution we had a mobile experience is the next frontier is voice. And we will see in five years and maybe sooner move from that we would find it very hard to, you know, touch and do things interact. We just have to do it with voice. I see like, you know, my kids already starting to adopt it and then they don't like to do what I'm doing, even today, which is, you know, using app and then interacting through touch, right? So I think it is a really next frontier and for us, all of us in all industries is how can be in the leading edge of voice. And that's where we are inventing, you know, really, really rapidly as we speak. So voice is really focused and there's a lot of effort or a lot of issues going on Amazon level. But just for payments and financial services, we built out like now using Alexa, you can pay your bill. Like, literally you can talk and pay your bill in like just by voice without touching anything. You can recharge your phone. You can check your balance, your Amazon balance. You can add money to your wallet. All of these things are happening as we speak. And literally this is starting out in the last couple of years. And we have very interesting things. The first time users, and still very, very early days, it's just like, you know, I'm talking like 2008, nine of mobiles, we're in that early days. But we already seen, you know, last year to this year, right, people who tried out first time, first time tried out any of these use cases that grown twice as much. So you're having more than 100% growth on people trying, customers trying out these things. And so I think this is just one example I wanted to say. And the other one is just the discovery piece. We're starting to leverage that as well. So this is like, as your everything came in store, we want to make sure customers know, right? They are able to navigate, like instead of going, lining up at all these places, you can just come here and then find using voice very, very easily. So that's the other one for us. But that's where we are investing because I really think that's the next one, yeah. And Neeraj, I mean, you actually see this happening at very, very broad view with many clients, right? So what's been your biggest takeaway on the audio or voice commerce standpoint? So sure, Rajesh, I think voice clearly is a one billion story in India. So it appeals to a $200 feature phone and a connected feature phone now, which is kind of a smart feature phone. Where voice is still going as a lead input medium because literacy remains a challenge in those markets, right? So when we are stitching solutions on conversational AI, that remains a core focus that we tend to create a lot of solutions on all three formats of conversational AI, which is right from text to stitching, creating recipe bots, which Meghana touched upon or creating duty bots, which are kind of a one-on-one bots where there are humans and bots chatting together and then coaxing people on to buying a particular product because WhatsApp now has got pay connected onto it with all possible UPI support. Right there on voice also, we've been creating a lot of engaging skills on Alexa and one of our first commerce led skill was this Valentine's Day for Mondialese when we got the lovers to actually exchange notes with Alexa as well as well connect to Alexa shopping app and transact. So there's a lot of innovation which is budding across these entire format of conversational AI. Lastly, I would say on video and creation of these video bots, we've seen tons of video bots on the banner ecosystem. We've seen tons of video bots getting created on the application ecosystem. For the first time ever, we've landed up a video bot which actually runs on a $20 feature phone and this is for LiveBoy, the mobile doctor we bought which is multilingual and it's a video format. So input still goes on voice but the output is fancy video which comes in. So this entire space as I said is constantly transforming with the conversational AI, data tech and creativity kind of leading the charge and we are weaving solutions to get the core messaging across these various platforms. And like you said on audio, I would say audio is all time high in terms of penetration. So we are building a lot of ad tech solutions through partnerships wherein if somebody goes and he's listening to your music and if he's parallelly going and checking out a product and he adds it to the cart, when he comes back onto these audio platform and he's listening to music, the product which is lying on the cart, that same ad plays in there. So that level of seamless integration which is going on the audio ad tech space. Another interesting area of work and we've been landing a lot of campaigns out there are these talking ads. So now when you go onto platforms like Ghana, you can actually talk to the ads and guess what the landing destination can also become a Google Assistant out there. So you're giving more and more holistic user journey as the user is coming in, listening to an audio content, give him a voice destination or he's coming in through a voice search channel, give him a voice skill with a voice commerce plugin. So these holistic user journey which you are mapping right now is going to help us actually zero down on the ROIs and the media spends. So clearly conversational AI laid on top of media is making those media dollars more accountable. And we have pretty bullish in this space and crafting a lot of solutions. You get to see a lot of cool stuff from us at times to come. Yeah, Neeraj, every time I speak to you you kind of bring some other worldly stuff and I'm kind of bamboozled about how is this happening? We don't have time. I missed out on my poor subject which is immersive technologies, which is what Andy is gonna be covering in the keynote. So stay tuned to this event. Yes, yes, definitely sorry for that. We're almost at the end of time, but yeah, I'd like to thank each one of you panelists for joining this particular session. I know we could go without any end to this particular session and just keep discussing a lot. But I think yes, some key takeaways definitely was as Meghna and a couple of others mentioned was the fact that you need to get your core consumer insight and their journey. Really write, map it across touch points and make sure that you're using that insight as consistently as possible across earned and paid media. And then at the same time, make sure that I think one of the core pieces that Shakil also kind of brought up was the fact that whatever you're doing, you make sure that you use, if double down on that own piece, you make sure that you are looking at all the avenues which is value-added services even Meghna talked a bit about that and then bring all of that together to basically just make sure that you are making the most of your core insight core strategy on mobile. And I think Pallavi has just come to kick us all out, but thanks a lot, guys. It was really lovely to have had more of this. Thank you so much. Thank you so much. Thank you so much, guys. Thank you for coming here to me. And it's been a pleasure having you, Mr. Vikas Bansal. Sir, I am so sorry. I said your designation wrong. It's Mr. Vikas Bansal's director, Amazon say. I had to clarify that. Thank you all for making the time and being here. It's been an absolute pleasure. Thank you again. Thank you so much. Thank you. Take care.