 May I please invite on screen Mr. Anand Bhadkamkar, CEO of Denso International India, to share with us the summary of the report. A very warm welcome to you. Hi, good afternoon and pleasure to be here and welcome to this fifth edition of Denso Exchange for Media digital advertising report. I'll just bring my screen on, just give me a sec. I hope it isn't perfect. So as I said, this is the fifth edition of Denso Exchange for Media digital advertising report and what we're going to do today is I just walk you through in general just a brief overview and then a week my colleague will join us in presenting the entire summary of this report. Walk us through that. After that we have an excellent array of speakers and panelists which are lined up for sharing the thoughts on the current digital innovations that are happening now the market is evolving. So a long long sort of entertaining time as well after that. Back to the report, as I said this is a fifth edition when we started this journey along with Exchange for Media around five years back. The idea at that point of time for the report was in the market there was sort of lack of information or availability of robust data around digital advertising while digital has always been the fastest growing segment in the advertising industry and as you would see in the report when you go through that even during the pandemic period digital has continued to be the fastest growing and we continue to do so and so there was this opportunity and there was a need or a sort of a burning need at that point of time that we need to get a credible and accurate reporting out in the market. That's what we did in our partnership with Exchange for Media and there's a fifth year and it's really pleasing that this Densu digital report has become like and sort of most credible and accurate source of reporting within the media industry and it gets quoted at multiple industry forums as well so that's one pleasing thing. Back at Densu we have been partnering with our clients over the period for getting business outcomes or providing solutions to their business problems and there's a strong team of more than 3000 advertising professionals in Densu, Densu India of which almost 2000 are digital professionals where we work with the clients in providing them help on their digital transformation journeys and as we move along so that's where Densu is at present while working with the clients and as we move along we'll just keep on driving the thing. As Anurag also mentioned 2020 has been in a way actually unique and one of the most challenging years means most of us or I would say all of us have never seen such a event the pandemic it impacted us all throughout means it was be the professional beat at your business beat at economy globally at markets and the larger thing of that was it impacted us socially as well it was a socio-economic sort of a challenge or catastrophe and what that did was that impacted us the way we transact the way we work the way we interact with each other as well and that has had a deepening impact on the consumer behavior so 2020 saw a large shift as you would go through the report as well you get some more insights as you start going through that they're having quite insightful messaging within that the consumer behavior also changed and I think that's changed for generations to come and what that did was actually Anurag alluded to that the digital transformation sort of accelerated it was at personal levels we started consuming more entertainment education the kids education that came home the schools are shut down so it went online entertainment just increased and a larger impact which was for businesses was the transition to e-commerce or using the digital platforms for transacting or interacting and that has made a big difference in the way we are operating as businesses as brands as consumers the physical connect moved away because of pandemic the social distancing became the norm and in that digital is the one which has become one of the I would say gainers or where the transition has happened and that's where more and more focus of people businesses and the entire community is moving towards how do we interact how do we create more experiences for our teams and we move forward come 2021 there are positive options means in the digital transformation journey which started last year the brands have started coming a long way when we have started moving in that direction but 2021 there are a lot of positive when I speak specifically of India where globally the pandemic still goes on in americas or in europe it's still going ahead fortunately for India our covid cases have come down drastically our peak hopefully has been completed in september so there's a positivity around that vaccines have been started now so 2021 looks promising 2021 obviously is determining to the resilience of we as a country as a community for getting across this pandemic and economy wise India seems to be on a good trajectory IMF is calling out that we might be growing at 11.5% even the budget which the finance minister presented there are a lot of positives coming out of that so 2021 definitely is looking at a much positive space as far as India is concerned and you'll see in the digital report as well that overall as advertising the numbers are expected to grow we expect the advertising spends to grow by around 10.8% 11% in 2021 while in 2020 we had a huge hit as as an industry almost 18% spends dropped so getting back to that 2019 level for us it's going to be around a year more but 2021 definitely has a lot many positives to come out of for 2020 and I think that's where we are moving towards as a country as an advertising industry as marketeers and as brands to be more socially relevant for our consumers or to be more socially relevant and purpose driven when we engage with the consumers and that digital transformation journey is going to be something which is going to be critical or the driving force as we get on to our subsequent journeys on this 2021 and beyond so before I ask Abhi to take us more in detail on numbers actually how the numbers are looking like how 2020 was or 2021 is looking like as we move forward but what definitely remains at core as we are seeing the transition happening or brands getting more digital starting to interact on to the digital platforms with each other three these which we had called out earlier they still remain to be the key drivers that is voice video and vernacular we are seen on digital platforms where the video content is being consumed the regional is getting more and more prominence as well earlier we had tiktok or other social media platforms they have become quite important what pandemic has done is actually and the digital transformation which got transformed also which got much more push in India was expansion of the digital adoption or faster adoption of digital in our tier two and tier three cities and that has largely contributed to this growth as well in 2020 and 2021 what that has to do is digital has become the second largest medium in the country TV remains the largest digital has over taken print which we had anticipated might be two years or three years down the line but that has fast track and digital is growing much faster than the rest of the mediums last year all of the mediums in 2020 had a degrow whereas digital grew by almost 17% 15% over the previous period so I think digital has kept that edge over the others and it's part of the life cycle as we are moving forward as I said earlier the shift in consumer behavior which has happened during 2020 and it has become a bit of a permanent shift as well there are some interesting insights you go through when you get access to the report and you go through that some of that will walk us through but similarly what's coming in is actually what digital transformation has done is the adoption of e-commerce or getting onto the commerce platforms and especially in tier two tier three cities what has helped is actually the online retail or even within metros the kirana stores they have gone onto digital big time your whatsapps or social media for using of commerce I think that's that's something which got increased the focus now is more on how do we create those customer experiences how do you engage much better with the consumer and you start trading and detailing more from there similarly 2020 saw adoption of digital by seniors that is the elderly population it was much much different change in the current year people shifted from cash payments to online payments or e-wallets your payment politics they got a huge boost that entire transaction shifted and what that has done over the period is mobile has become sort of a part of its cost of digital and mobile has almost taken over almost 75 percent of the digital spends as you see happening for advertising purposes so that's one huge shift which happened Anurag also did mention that mobile has become part of our life or the screens multi-screen and that's what is happening and that's what will keep on happening as we move forward as well but that's where we are at present I'll ask a week to walk us through on the summary of the report but while doing that I just want to thank the exchange for media team all our partners as well for supporting us and for working with us and getting this report out as well as the entire team at densu who has worked on getting this report out the details which you will see it's a very detailed report and it sort of talks through how the trends are coming up in digital as we move forward so I hope you'll enjoy that report and equally thanks to our speakers and panelists who are coming subsequently because that's what is going to make this afternoon and evening entertaining and hope you do enjoy going through the report and if there's any feedback or any suggestions we always feel welcome to share with us I'll hand over to Abhik to walk us through some of the highlights of the report Abhik. Quest Mr Abhik Biswas associate vice president consumer insights what consult to give us a detailed summary of the report please welcome Biswas. Hey hi hey thank you Anand for introducing the report and good afternoon everyone well there are many things that can very well describe the year 2020 oxford languages in their annual word of the year called 2020 unprecedented and I believe it is fair to say that it very aptly describes this roller coaster or sort of a year predictions were made predictions failed plans were made plans changed in this year that advertising was expected to reach unseen heights it stuck with unseen adversity many traditional advertising avenues you know were hit with economic downturns during this pandemic and yet some benefited from it for example qr codes make a huge comeback in 2020 unprecedented right and as the days of the pandemic continued to rise the Indian advertising industry witnessed a degrowth of 17.5% compared to the previous year it currently stands at 56,490 crore but with the turn of this new decade and the fortunes of the world of advertising are also expected to change we as an industry will make a comeback and the expected growth rate of that is going to be 10.8% and by the end of this year 2021 we are expected to reach a market size of 62,577 crores furthermore the industry is expected to grow at the compound rate of 11.59% to reach 70,343 crores by 2022 with all eyes and hopes glued on us who will be the catalyst of this comeback let's dive further into this currently FMCG has the highest contribution to the at Indian advertising market at 21% closely followed by e-commerce at 17% and consumer durables at 10% with the common man staying indoors for the better part of the year we saw majority of the brands shift their focus from offline to online e-commerce thrived this year increasing its share from 10% in 2019 to 17% in 2020 FMCG's share knows dived from 30% last year to 21% in 2020 looking at the pie of the advertising revenue last year the biggest contribution came from television screen thanks to its unparalleled reach it's it contributed 41% to the advertising market it is followed by digital at 28% and print coming in close at 25% to think of it now who would have put the money on digital over you know traditional media a decade ago but from 2019 to 2020 digital increased its contribution share from 20% to 28% in just one year while print saw a decline from 29% to 25% digital grew from strength to strength in this year with its market size increasing from 13,683 crores in 2019 to 15,782 crores in 2020 a growth of 15.3% in a pandemic year this makes it the only media platform to have seen such a positive growth that to in double digits in a year now looking at the future digital is expected to grow at 20% to reach a market size of 18,938 crores by the end of 2021 and it will grow at an a compound rate of 22.47% to reach a market size of 23,673 crores by NF by the end of 2022 the most valued player of this growth of digital media was undoubtedly e-commerce with its highest share contribution of 24% second in line is consumer derivatives with 17% contribution and FMCG at 14% contribution since 2019 e-commerce has increased its spend share on digital from 19% to 24% in 2020 digital is going to see an unprecedented growth rate of 22.47% till 2022 and social media will be paying a huge part in this last year it contributed 29% of its spend share on digital but undoubtedly and as Anand also mentioned the year 2020 belongs to online video from 22% contribution share to digital it increased to 28% in just one year paid search wasn't too far behind at 24% the growth of digital in India year on year is a testament of how and at what rapid velocity is the consumer adapting and evolving this medium and the biggest contributor of this medium that what we have seen from our research is not the main contribution is not coming from the locales of Bandra but the streets of Banarasi people belonging to tier two and tier three cities have gone digital in 2020 and how cashless payments increased e-commerce purchase and this adoption is not only seen being seen from the young Indian minds but elder consumers are too showcasing a shift in purchase behavior a trend never seen before and this search is not only limited to purchase but also entertainment the shift from India to Bharat accelerated in 2020 with the growth of regional and local language content this was facilitated with an increased appetite of digital video consumption in these cities and what it brought about a much needed inclusivity in digital India these footsteps were heard long back the pandemic you know just fast-tracked the arrival of this inclusivity in digital and digitization of the country e-commerce, OTT, Atma Nirvahad Bharat with its increased impetus on locally developed ed tech, agri tech, health tech, fintech applications these will be the three pillars of the growth of digital in the country to think of it if 2020 belonged to wearing a mask 2021 is going to belong to making a mark this is the DNA of marketing 2021 and all I can say is thank you so much Abhi and Anand for that wonderful detailed report