 Good morning everyone. I think good morning to all the digital marketeers, tech enthusiasts, all the marketing people, and anyone who accidentally walked in thinking it's a science and fiction conference, it is not. It's more about marketing. Before I start, I would love to obviously know all my audiences. So just wanted to know how many of you are from performance marketing side, from your companies? Very less. I know why you all are here because budgets are cut. So no company has budgets, so performance marketing is not possible. But that's good. And how many of you are from digital marketing companies? Good. Thank you. Tell me one thing, where do you get your phone number? You guys just call like anything. And I don't know where you get it from. Direct on my number. And I'm just thinking that my number is not available in my office. You guys have it. That's all. Great. Would like to obviously start in. I have been given a dual responsibility in a way to start the session, give my presentation, also set the context for the rest of the day, so the things goes well. So before we begin, I would like to address the technological elephant in the room. It's basically because we, if we go back, the most technological advanced thing at our homes used to be a color television. Or a PCU at the corner of the street. Some of you are very young, probably would not have seen, but we've seen coming in from there. And from that era, we are entering into an era wherein our grandmothers are addicted to Candy Crush. And we are such people who are addicted to so many apps. It's a complete change that is happening in. Our chai wala now accepts a ATM because we are entering that particular world. And if we move on and see, there's a huge change coming in. Our fears have changed. So our fear used to be somebody seeing us on the corner of a PCU booth talking to our girlfriend. Versus our fear now being incidentally, accidentally liking someone's Instagram post at 3 a.m. from 2015. So progress, right? There's a lot of progress in technology that has happened. So, under the banner of obviously reimagining brand purpose in a tech-enabled world, I would like to bring this context of how we and our journey moved on in this ever-evolving digital world and how the purpose moved on. And also at the end would like to set a context for the day. Thank you. So Hellion started back in 2014. This is how we started. And we were a pure aggregator. This is one of the screenshots of 2014. But I would like to know, can you all guess what would be our purpose at that point of time? If I say my lofty purpose at that point of time was to really make people healthier or add so many years to everyone's life or do the best diagnostic company in India. No, it wasn't. It was to make money. Seriously. When I hired my first coach and she was talking to me on day two and she said, okay, you have built this company you are trying to do something great. What's the purpose? I clearly said my purpose is to make money. She said, if that's the purpose, how will people connect to you? I said, people will also make money, they will connect. And that's how we started actually because I didn't want to lie what my purpose is and most of the people sitting at standing at my position today will tell their stories would be my parents went through a journey wherein I had to go to diagnostic labs again and again and sought this out. I really had a bad time and that's how I started and thought about I should build a diagnostic company of mine. This is more story, right? But when it comes to the honest purpose it was really, really about making money at day one, but the key link was missing. So while we started for while we started making money as an aggregator model we had people coming on our websites ordering in, we got our percentage of revenue and we were growing we suddenly started feeling that we are actually just a discovery platform and not adding any value to our consumers. At the same time we started looking at how's the consumer journey and some feedbacks were not really good. The reason was very simple that we were not controlling the whole stuff. We were not controlling every journey we were just taking consumers giving them a discovery and telling them this is your voucher go to any lab and get the test done. Service levels were surely not broken completely broken but they were broken in form that the consumers were not happy about. So that made us think that we need to do something more and when we started thinking about more it came to us that the purpose was to make money and that we are already making. Why do we want to change this model? And then we started realizing that actually our purpose was not to make money because the money is already coming but we are not satisfied with it. The purpose is something else and the purpose evolved. In 2015 we realized that the entire diagnostic industry is quite expensive because there is a lot of middlemen lot of commission goes in. It's quite unreliable because you don't know the next door lab is giving you an accurate results or not and it was very very inconvenient too because you need to go park your vehicles stand in queue spend some time and then probably get the test done and in aggregation we were solving one thing that the discovery is being there and we are making money but ultimately we were not solving these problems. So this unsolved problem was leading to an ignorance complete ignorance for people not getting tested and that was that was a concern area. We changed everything got into an end to end diagnostic business very very soon and created something called affordable convenient and reliable service by an end to end diagnostic business and the purpose evolved. And we started talking about that there are a lot of people who land into hospital but they don't want to land into hospital so what we can do about it is because they were ignoring their health less and they were immediately landing into because they didn't knew that what's going on somebody had a heart attack somebody had something else and all but by giving them screening we will be actually able to save people from landing into hospitals and the purpose evolved and we started driving everything in terms of how can we save people from landing into hospitals but the story did not end here because it was an ever evolving digital world as we know the things moved on right and and like I say today it is so evolving the technology is so swiftly moving thanks to AI and chat GPTs we are entering into an era where tomorrow my refrigerator will know my habits of eating better than my wife that's how it's moving so there was then we started sensing that there's more to the preventive healthcare than just testing right because just ending a testing is not helping them anything because they had a result in their hand they got alerted but they are not doing anything about those results there's something more to be done there we started working on historical trends because we wanted the doctors to treat patients not on the current trend but also look at the past trends last 4 years, 5 years, 6 years not just discussing what's happening right now but to discuss what's probably happened in the past and then we started giving reminders because we knew people are very little tragic about their tests so somebody who is ill or somebody who's ranges were abnormal we started sending reminders saying oh this is what your range is repeated in 3 months, repeated in 6 months and carried on that particular search again with the last purpose of not lending them into hospitals but we added a layer of continuous monitoring and early detection we said that early detection is going to help you the screening is going to help you to save you from being deceased and also the continuous monitoring is required to remain healthy now by adding these services we said okay we saved people from landing into hospital why do we want to add these services the purpose in this world again evolved and we strengthened this purpose by saying that adding 10 healthy years to every Indian's life so the purpose actually changed in stating that I saved you from landing into hospital but I also want you to live more healthy and an average age or mortality rates were going down so average age moved in the last 2 decades from 64 to about 72 and we are doing 8 years more on an average but that 8 years or 10 years were unhealthy so we wanted that 8 to 10 years should be healthy rather than unhealthy and how can it be healthy is by obviously screening, monitoring, regularizing checking if you have a chronic disease like a diabetes if you keep it and monitoring it and keep improving on it, keep testing it you would probably have a better lifestyle otherwise the diabetes might end up into some kidney disease or any other disease further evolved as we are moving along like I said there is a swift movement it took 100 years from 1900 to 2000 to see a world changing it took another 16 years only from 2000 to 2016 for the world to further change with all the social media and everything coming in it took just 7 years from 2016 to now 2023 from another evolution of auto-monos cars during all that AI chat GPDs that you are seeing I think the world will change much more faster so we also had to change so we continuously kept on innovating the first one in India to had something called a smart report this report ensures that you don't go on Google after you get your report you get everything in your report that it talks about it talks about all the trends and analysis but it also talks about integration with the chat GPD which tells about this is high this means this could be a possible diagnosis so you don't have to go search on Google where a TLC high count can also tell you that it could be a cancer and that usually the case with everyone else we built something in India which is basically a city specifics so we realized that the people are not taking action but we have the largest of the data today you go on an app you find something like if you are in Gurgaon you will get some screen like this which will say 73% people in Gurgaon in your age group have this disease 28% people in Gurgaon in your age group has another disease so these are like trends which are live trends and this is coming on the huge big data so the people realize that in their city or in their problem what is the current issue right and so it is seasonal it changes from city to city it changes for weather and if the current weather has a high COVID cases you will find it on our app so you will know what is happening around you and then further mapping symptoms or diseases so symptoms with tests so there are lot of people who comes to us with the test there are lot of people who come to us with the symptoms we map them both so if you come to us and say that you have these symptoms I can tell you what all tests the doctor is going to prescribe you if you tell me that these are the tests I have I will ask you symptoms so that I can map back and tell you these are very few changes or upgrades that we have done over the time now coming back now coming to 22 which is basically current and the future phase the current phase obviously like I told you the purpose was adding 10 healthy years to every Indian's life but in this fast changing world we have to further evolve our purpose so healthcare is no about minimizing illness anymore like I talked about it is actually more about nurturing health it is about improving life it is also about holistic wellness now people are not worried about not landing into hospitals people are not worried about keeping away from illness people want to get healthier every day they are just all looking at and most of us would also be adopting a lot of healthier habits stating that I do not fear about landing into hospital because every report is fine but still they are doing something to remain healthier every day this is the new evolution that we have been watching people are really really moving towards holistic health they want their mental health to be taken care of they want supplements, they want multivitamin they want gym, they want right exercises they want to do run marathons they want to do cycling for hours and all that is moving in that direction so this 10 healthy years to every Indian's life for us is now evolving in the future to making every day healthier and you would probably see the journey started from obviously making money is now moved on to making people healthier over a time it is by understanding what our consumer needs it is by thinking again why we exist and why we started this and that is how it has started moving in this direction and as we all know evolving brand purposes a lot of people say how can you change the purpose the purpose has to remain same but we have some examples so for some companies in the world evolving purpose actually made a lot of sense on Netflix not just by logos but a DVD rental company curated content started streaming and now started creating content itself and we know how they are progressing versus an example of somebody like a blackberry or a product which never wanted to change what they thought as their purpose we do not see them existing or not growing as far as the industry is growing so obviously we knew that evolution of that particular purpose really helped us to stay ahead and keep changing where we are and while I say that there is also a meaningful always a meaningful brand purpose helped in bringing some change to the consumers life and we have a lot of evidences I will just share a small story just about one month back I received a call from somebody very very senior in Haryana health services he is a doctor himself and he is a secretary in Haryana health services and he calls me and he tells me that I called up one of your guy to my home I thought it might be a complaint because coming from Haryana health services and the guy came to my home and said sir this is your age, this and this why don't you add some tests and we are actually getting popular about our flabos adding up so many tests for people and some are not happy with it and this guy actually told him that you are 55 year old and why don't you add some markers and he added some cancer markers to his profile as a result came one of the cancer markers were really high this guy on the first thing said oh maybe this flabbo just added it and now he is saying this is high I would know but being a doctor he just send it to few doctors they said now why don't you come over in one week he was detected what stage one lung cancer through the one screening test and saved his life I have millions of stories like that where people tell us that they got directed for diabetes first time or cancer first time one of the richest guy Indian guy in Dubai called me the other day and said his daughter got detected through us in India while she stays in Africa for a cancer just for a routine test and now he wants to take this service everywhere in Africa because the life of his daughter changed and he has all the money to do that so there is immense number of stories on if you work on a particular purpose it also has an evidence it also has a result so like I said we are not just walking the walk right so there is an early detection that we have seen which is basically helping people take control of their health and at the end of the day this is what the purpose stands today which is making everyday healthier now with this like I said I would like to provoke some thoughts on this purpose to settle the context of the evening also and more in relation to how we think it and we can be right we can be wrong but most of the people who are from marketing and other places here would relate to it I will share two stories one of the brand that we all love or we all know say Swiggy or Zomato that is a one common brand Swiggy Zomato just don't transition or digitize the delivery service they actually change the culture of the food in the country right it's their nuances of understanding our midnight craving for biryani and serving it us on the plate laterally right they understood it well and they served it PTM for that matter relies the problem of giving a change to an auto rickshaw and change it into an opportunity today if you really look at them they have actually changed the whole digital payment world for us there is an immense story is that we talk about these brands but when I talk about this there is something common here while it is completely technology it's all technology out there right they have beautiful immersive interfaces the apps work seemingly well but at the end of the day the back of it is human and we all have been thinking a lot of people are now worried about their jobs going through an AI and all other stuff I want to provoke this particular thought here in a world where AI can predict and analyze big data the sole purpose of the brand should still be human and that's what probably we should all think about because you can bring creativity you can bring a lot of stuff but the purpose of the brand has to still remain human we cannot hide behind flashy interfaces and complicated algorithms because that's everybody can build it but at the end of the day what will make sense is in digital world is to probably have something which is more human and with that also the whole theme that I think and I tell about my team and there is a lot of discussion around these days is to probably leverage digital we all should leverage digital but we should not forget the deal so digital is important and research is also important so while in the digital world don't forget the deal you have to build things for consumers because without human touch technology is just the numbers it's ones and zeros if it is not a human touch it is just ones and zeros so to all the marketeers sitting here and all the people who are responsible for this marketing I would like you all to take this as through a pledge that we should not remove the insan from an insane tech world while building our campaigns that's the build and we are we are in a world that we are not making the brands for tech-enabled world we are actually making brands for the tech-enabled India India that loves its iteration as much as it loves its trends India that runs on chai, cricket and code thank you everyone thank you so much Mr. Deepak I would want you to stand here for some more time we have few questions I so much first of all resonated with you when you said that the sole purpose of the brand still continues to be human and the punchlines you used digital and deal and insan huna chahi in this insane world usko huna nahi hai to aapse ek saval hai if you could collaborate with any fictional character for a marketing campaign who wouldn't be and what would the campaign be about sure so I don't design much of my marketing campaigns but I am always a thought invoker in the entirety so yeah so I think again I said I am more connected to humans in a way so for me anything that appeals me or my consumers are more emotional and until and unless there is an emotion in any of the campaigns I does not approve it largely and somebody was backdo talking to me in terms of what is your biggest challenge these years and what are you working on I said that probably the journey of 2014 to 2020 has been more transactional because when you are building and everybody was building a new start up bringing more consumers is always on the top and to bring that you become more transactional everything is transactional, transaction, transactional and finally as being transactional your differentiation your moat goes away because everybody else is also becoming that transaction whatever you do as spring transaction you are not able to differentiate your brand being more emotional or connected to your consumer so what we have been doing from the last 2-3 years is to bring that emotional element in everything that we do it is much beyond transaction the purpose of the brand or anything that we are doing into our campaigns is not talking about come to us buy this health test and it is done it is talking about why you should be healthy what you should do to do healthy and just leave the illness and get into the wellness so that is all it talks about so my campaigns are definitely going to be more about emotional, realistic and this thing so right now there is once new campaign that we launch called Aung San Charcha so it is basically a cartoon character of your liver or anything else that talks about this thing so the recent one that gets the most of the like is a french fries talking to a hurt heart and it is being telling and it is using the dialogue of a movie and telling him that I will ruin you so what is the matter so it is all about that but ultimately at the end the message is very emotional that why you should take care of your heart you connect with people and that is why the digital does not kind of come in the way of it never eliminate thank you so there is one more question from Ankith Deepak thank you so much it is great pleasure to have you on our platform digital mein dil hai, dil mein chole buture hain kithni baar khaasak tha hum lo and how do you talk about being healthy, fit, I myself is a great follower of fitness but as a Delhi wala, as a Punjabi that you also are and there is a lot of things to do you will also need it in your stomach sure I think I will just tell you so I was the most unhealthiest person while I was building this up but soon few years back I realized that this is not working out and I am personally taking a lot of coaching from world's best coaches in terms of holistic wellness and I started realizing the wellness is between your mind and a gut it is completely lying in here it is an old tradition also but the reality of this world is between this both needs to get balanced so if you avoid everything which is probably the most difficult diet from a GM diet to this diet to yo-yo diet and what all sort of diet it never works for anyone you have to have your own customized diet plan that works for you I cannot eliminate cholep dure from your plate if you like it but I can balance it and you need to know how to balance it if you are the only who is having just the diet or just the exercise I can tell you it will not work most of my learning and now moving it is about the Leeds University of US did a campaign wherein they figured out 105 things that actually denotes to your health and they collaborated this all together and it also came across that it is your environment that you stay in it is your mental wellness that you talk about it is your thoughts also and then it is diet and exercise supplements and nutrition without all this coming together you cannot actually improve your lifestyle so it is now becoming holistic wellness which probably needs you to focus on all these factors to become healthier and it all starts from knowing your parameters first and then changing it up and getting motivated while it changes so I would not say just leave a cholep dure for sure Punjabis cannot but then you can limit the number and at the same time just to replace that one plate of cholep dure with something that you do is very very important this could be exercise this could be other activities that you do get into one sports and then you can have it and you enjoy it and relish it because it does not affect your body so very well put thank you so much Mr Deepak