 The picture report was very interesting, especially pegging TV cloth at 18% and I said 5, it definitely makes me think of my overall marketing mix for the coming year. The digital obviously will continue to repel the focus for us, given that it is very messy commerce. But very good report, very hard and went back by a lot of reasons and very good data and insights into why things are going to happen the way they predicted it. But yes, with this cross, like Sam said, the predictions come true because it really depends on your addicts to get your consumer sentiment also working. And we have seen that also dip and if the trend actually comes up then we will look at consumer sentiment also going up and along with that buying and their exhibition cycle that we are looking for. Brands can get more out of their digital spend, no doubt about it and I am completely agreement with Point 2 that we should have really made on frequency builder. I think digital is a fantastic frequency builder. That is what I said that the impact of multiple touch points on a customer for a brand and a message is way higher than just using one single touch point. So therefore frequency and digital usage in building frequencies are fantastic thing. I am not really sold out to it as a marketing myself on the reach part of it. I think the jury is still out. I don't know what will that 6% incrementally sure you know for you as compared to the existing 60% that you already get and where your share of even that reach is considerably low as a brand. So I do really look at digital as an incremental reach builder but I really look at digital as an incremental frequency builder. And that's absolutely true.