 Thank you so much. And you're absolutely right. We have a great panel. I think what's great about the Panel is that it's divided into the segments that we usually Interact with. There are brand custodians. There are obviously agency and technology partners. And there are the content creators themselves. I can't call them influencers anymore. They don't like it. But we're going to try and bridge the conversation that the Entire industry is having, which is about where influencer Marketing is today, where we see influencer marketing fitting Into the entire marketing mix. And most importantly, what They see the role of this entire industry moving forward. I think there's a lot in that conversation itself. But what i'm going to try and do with each one of you is Going to try and go a lot deeper than just having Surface-level conversations about this. So the first question, which is what i will throw open the Forum with, is where do you think this industry is right now In context to where it was. And therefore, what is the Role is going to play in the marketing mix. And everyone of you will have your own point of view for it. Like, what do the brands think about it? What do us agency folk think about it? And most importantly, how do you view the industry as content Creators yourself? so anybody, i can start with any lady first. Rasekha, why don't you take it. Hello. Hello. Yeah. So i think from a brand point of view, how we look at it is Like whether it's influencer marketing or whether it's Celebrity marketing, all of these are basically vehicles Which ride the wave for the consumer at that point in time, Which helps you take your brand to that consumer and becomes A relevant medium. What we have seen with any of these Trends which comes on digital, unlike atl advertising or print Or outdoors, which are traditional media, like we call it, They have a low shelf life because this consumer has Been spoiled for choice, especially when they are Consuming content on the digital space. There is a lot of ad fatigue. There is a lot of want for more. There's a lot of, like, attention issues. Hence, and i'm not too sure if it's the right thing. Today, like, i just presented my entire aop budget for next Year. And what we feel is while it used to be a wow factor In the past, today, because the consumer understands the Nuances of it, they know that this is sponsored. They know that an influencer is putting it out there. And also because partly probably because the way the Influencers have handled it. I think it is a beautiful Medium. But when there is no, there's no Non-compete or you're trying to do, there's no strategy. It was just, like, you know, a lot of brands being Promoted by an influencer or that whole piece. And also that it's lived the time of its day. Like, for example, if a brand has a celebrity endorsing it, Like, and it's purely on digital and it's not on TV, then You know that that content costed you a lot of money, but The roi on it didn't really, like, play up. So i feel while it's one of the levers in the marketing Mix, the fad that it had, like, two years ago, is not There anymore. So i'm going to try and avoid the point where when it comes to The men, they probably say everything that you guys have said. So i'm going to interject and try and make this a lot more Conversational. And i think palavi, this is the Right step in for what you're doing, right, because the Conversation is about short-term engagements but long-term Engagements and in the kind of business that you're doing in Your agency. I think it's opportune For you to talk about how you are seeing this Differently from a long-term point of view and it's a lot to do With our agencies and brands as well, that having the long-term Conversations and convincing the content creator to look at a Brand association in a long-term point of view is Still something that's amiss. Like, we like the lists that Go over 100 lines in an excel sheet and we struggle to have The conversations with shorter lines. So since that's what you do, please. So i'm just clarifying because i don't do hats. I run the chief strategy office at hrx and i run my own agency As well where i deal with influencers and celebrities for a Long-term engagement with businesses. Now, while i understand what russica is talking about, is The pertinent problem that every marketer is kind of today Faced with but having said that the industry that i come From, which is fitness, predominantly, influencer Marketing piece has gone on to becoming a very important Sort of a part of the entire jigsaw. And i will try logically deducing why. It is dealt with by us both at a strategic level as well as Tactical level but what i think has helped us in understanding Is defining the purpose of this influencer marketing, right? Now, fitness, you have to understand or any other Industry today, you cannot base your communication to the Consumer on the product or the product offering beyond a Certain limit. There's a threshold to content, to Consumption, to sort of creativity. But the moment you go on to defining your purpose, which Is in our case, in the case of the fitness industry, is Probably giving out the clarion call and getting more and More people to join the fitness wagon. The moment you start defining the purpose of your Influencer marketing as something which is going to Create a cult, which is going to help you create a Community. It just becomes more long-lived. It becomes more strategic. And of course there's the Tactical part of it as well where we need to sell the Products. We need to unbox it. We need to creatively dole out the product to the Consumer so that it starts cutting the clutter and the Customer can choose it. It goes and sits in the Consideration set or how through tactical influencer Marketing how bonvita can change its sugar content on the Packaging. All of that is a very, very Tactical piece, i feel. But having said that, influencer Marketing today, particularly, needs to be dealt with on a Long-term basis where the purpose is identified, where the Vision is charted out, where the purpose is defined for Everyone to follow. Till that is done, it will Always be difficult to identify the right influencer, the Name, who to go with, how much to spend, what is the return i'm Garnering on this. But the moment, i guess we give Ourself the kind of clarity saying we're doing this to Achieve that. It's about creating a movement. It's about initiating more people into a certain kind of Cohort. I guess the task gets Simplified. And it just goes on to becoming a very, Very befitting part of the overall strategy. You know, go back to saiyan probably on this, right? We have two marketers sitting over here who are basically Saying we want longevity. We want the ability to utilize The community that you have built into having access to the Kind of products that everybody is building. But a large part of the narrative that is being Presented to brands like these, is that that's not a Conversation that most of you are willing to have, right? And width is far more important than depth is, right? So either it's the truth and there is a reason for it, or It's the direction that you'd like to venture towards and not Enough is coming towards you, which automatically will Probably identify a gap in a direction in which we can go Taking this industry. So over to you guys. And you guys are not new to this, so it's not like i'm Asking a premature question. But since you guys have been Having the right kind of metrics, i think it will be great to Hear from you. So hi guys, i'm rabilen. So i basically started off like five Years ago, five, five and a half years ago. So i feel that when i started off, i like my audience grew Because i spoke a lot about being no filter. That was my hashtag. Because i had so much acne. I had acne on my face, my back, my hands. It was so embarrassing. And it just made me so insecure. And i didn't have the confidence to step out of the house. And back then, i had brands, like big brands, that would come Up to me and reject my content pieces and ask me to blur out My acne, only then will you get the approval. Cut to five years later, i am seeing brands doing the no filter campaign. So i feel the mindset itself has changed so much. And that has a lot to do with creators talking so much about it. So i do agree with her that the roi could not be as much as Maybe it would be on a tv c. But i still feel that the Awareness that the creators bring about, especially for the Youth, plays a very big role. Is what i personally have heard From the brands as well when we have those conversations. And also when i think about the conversations that happens From the creator to the brand, there's a lot that happens in The media, like in the middle, there's just so many layers to It, which is why so many times what we're actually wanting to do Or we're wanting to execute does not reach the brand itself Because there are so many mediums in the middle. So i feel that's also something that we tackle a lot as Creators, and that is something that is not as Challenging when it comes to newer homegrown startups and New brands that are open to having those discussions that are Open to giving you the creative freedom. Like recently i did this brand collaboration with the Homegrown brand, and i'm not comparing with any other brand, But the entire concept from the scripting to the editing To everything, the shooting, everything was done by me. And it was a branded video, but it's because the audience Understood how it worked for me, the video crossed more than four Four and a half million views, and it was branded, and yet it Did so well. That was because the entire Creative freedom was given to me. So i feel there is just a lot Of aspects that play a very big role, but yeah, it has to Be like an amalgamation of everything. This comes down to you and i, kalyan. She said it perfectly. The thing about creative Freedom is why we ask for it is because we sort of now know Our audience well and how they want branded content to be Presented to them. If it just starts with the brand And the close-ups and all of that, they are just like, Oh, it's another ad and they scroll. Like we skip on youtube. So creative freedom is basically Us trying to also help the brand saying i know if i do this in This way and if i make it fun and if i add this music, These lyrics, because i do it through music and jingles And i try to sort of add value to the brand by Myself writing something for them or making like a theme for Them or like an anthem or something and brands have Genuinely been kind to me because they understood that the Creative freedom should have been given. Be it any brand, be it like a hair extensions brand or Makeup brand, whichever and that's the thing. Understanding your audience is better and then asking for Creative freedom and all gelling together, the amalgamation Really helps. And she does exceptionally well. Like she does it so well. Yeah. I mean, just to give you Context that we run agencies and we face this issue with brands Every day. Make the logo bigger, put it over there. It's reduced a little so hopefully it will transfer onto The influencer space as well. So it's not a lonely fight, I promise you. It's a fight that all of us are fighting At every given point in time. I'm going to just remove my Chair hat and put my agency hat on for this one. So thanks for that. But you guys, like, i mean, read Up about you. We spoke a little. Y'all are looking at it from a proper dhanda and roi point of View. Those are the numbers. That's what it's being reported. It's one part of it is what everyone is talking about. Brand building, top of funnel. We're able to use the top Of funnel, create consideration. But what is this Category as a part of your media mix, right? Because you also belong to a category where the content Creator influencer media mix is directly attributable to the Kind of numbers that you're doing, right? So having heard the brand building side of it, i want to Understand the dhanda side of it and understand how important It is in that context. I think i relate to what both say and probably are saying And we have been guilty of that in the early days. Let me also add in the early days. So we have tried to control The narrative to the extent that it actually starts looking Like an ad and it doesn't work. So now we have warmed up to the Idea that we need to work with the creators to kind of come Up with content which is as genuine as possible. While there will be some brand plugs, obviously. Logo will be there. Product shot has to be there. But the more natural and organic we have made it, the Better response we have seen. So the dhanda actually works Better if we are able to listen and work with both the Creators and the agencies to kind of figure out how to make This work because all the parties involved actually want To make this work. So trying to control the narrative Too much has stopped working more and more. In the early days, if it was working to an x-level, now It has completely stopped working. In fact, we are probably One of the few beauty brands which has partnered with a lot Of comics to just get our name out, right? So the roi and the metrics we are talking about at different Stages, those metrics will change. And with content creators Measuring sales or today, we don't look at it that way at All. We do look at reach metrics, Engagement metrics, what are the kind of contents, comments Which are coming in. Is the comment saying, you know, Why are you saying this product good or did you try it wrong Whenever this work for me, what do you think about this Ingredient or is the comment didi apache lagriyo. Audience is clearly not resonating with you. Or the content which has been put out, which then either is A problem of the wrong content creator selection or wrong Messaging or something else. So we have to figure it out so That the content has to resonate and we have seen it Resonate across categories. Obviously, it's a very Specific content creator. We are both in the beauty Space. So there are content creators which are Heavily into beauty make up. There the messaging is Slightly easier. But if it's a lifestyle Influencer, if it's a comic we have worked with, the Messaging has to be according to the audience of the creator And not what the brand wants to do. We were also talking About, you know, what stage, you know, i think of Rasika was mentioning about, you know, where the ROI Is. So our belief is slightly different In there that in the 0 to 1 and 1 to 10 journey, it plays A deeper role because the brand is not known at all. And the trust building has to happen through a lot more Investments on the content creator side. As you go on the 10 to 100 journey, the role changes. So now earlier we were always on, almost like, you know, The old media planning days of always on, you know, you Will do six campaigns with sustenance and all of that. Now we are a little more engagement driven. So when we are launching a new product, we won't reviews out. And, you know, we have had content creators sometimes not Speak very, very good things about the products and we are Okay because that's the genuine feedback. So we have to look at the stage of the brand and, you Know, where the evolution of the brand is to identify What the needs of the brand is, what is the communication Which has to go out. And then accordingly, you Know, draw out an influencer plan. I think there is a role which is there. So we also work with, for example, dermats. So there the reach may not be very high but it can be very heavy On education because that's the kind of audience they have. It can talk about one ingredient in great depth, Application, how long do you leave it, all of that. Versus if you are working with a lifestyle influencer, The messaging has to be a little more gentle. Versus if you are working with a stand up comic. It has to be put in a very humorous context and not Go heavy on education. Absolutely. I'll summarize afterwards. I think i live in a different bubble probably because i think For us at space beauty, maybe because it's also the category Is such that it's make up and i think it feels a little Unfair to think that an influencer or a creator should Tie themselves down to any one brand. Because if i'm looking at a creator, the reason i'm falling Is because i want to discover new and new things. So if you come back and keep talking to me about the same Brand or the same category, i kind of lose interest in you. I want to look at new things, fresher things and keep Discovering. So i think it's important Maybe again because it's make up, it's a very large basket Size. I mean it's possible you Could be using 15 brands on your face at any given point Of time and that's fine because i can't expect you to Have such a large basket size from a single brand. So i think it's probably from my category, it gives me a lot Of space and scope. And so i think from a discovery Perspective, i think creators are extremely important and Has been extremely important for our brand. Other than that, i think i've just probably been fortunate That creators have given a lot of business for me and For my brand. And it's also been because Like praveen and saai said, i think maybe because we just Give them a lot of creative liberty. They are no briefs that Roll out at all. They are zero briefs. This is the product. Do what you want to do with it. And they have been more and more instances, i mean the most Recent one being just in this month, you know, the holographic Eyeliner, it just took off and praveen would know about it. It just took off. It was on google trends. It came as a breakout word. We did nothing. It was only and only my creators that did everything for That brand. You know, for the product. Similarly, three or four months ago, we had a lipstick and I mean, just a bunch of creators sold 15,000 lipsticks. 15,000 lipsticks, direct sales from creators. So i mean, i think i've just been fortunate or probably, You know, it's just probably a different world i'm living in. But for me, i think creators and my retailers are probably The two biggest voices for the brand to reach where we have Read so far. I was at a launch event yesterday for One beauty brand that we work with, large fmcg. Since you're well media trained, i won't take brand names too. But the insight for the category is very similar. In the space that you guys are operating, beauty, lifestyle. The content creators play a significantly very, very Important role in what happens. And the utility of the Creator of the influencer starts to appreciate or Depreciate given the kind of categories that you're going in. And that for me, sitting over here, just having four diverse Points of views from brand custodians is evident. Like how pretty product is win. I mean, i think that's just his default. I think the creators genuinely happy. I mean, that's something which i have noticed. When they are genuinely happy with the quality of the Product, you will be surprised. There will be some free plugin coming in in the next Some video of theirs because they genuinely are a user. It's not just the creator for the product. It's the last slide of all my decks. It basically says i can make you go that far. If your product is shit, no one can do anything. Right, like, because the great publicity will also bring you Back the same brick bats. I think kalyan now it's you and i, boss. We're in the middle of this. How do we bridge this conversation? A lot of this conversation can be bridged. So you asked what's emerging is i think there's a lot of maturity Coming into this influencer marketing world. A lot of marketers, that's where the money comes from, Have the proverbial question of the earlier marketing world, Which is 50% of my money goes down the drain. I don't know which 50% it is. And how do you answer that? So we're saying that, look, also the global numbers are At some 22, 24 billion dollars in the creator economy. And India has pegged at about 15 to 17 hundred crores. And growing to maybe 2500 crores in two years. What the question right now, and this is going to sound A little bit of a shocker, that almost 400 crores of that In my estimation is going down the drain in the creator economy. And that's massive. And to your question, i don't know what's happening. And i'm bummed out of it. Problem number one, a statistical analysis of a huge number of Influences, almost 8 million in India, shows that 60% of Influencers or creators have fake or inactive followers. That is not a 15% problem. That's a 50 to 60% problem. Which means statistically if i'm doing 100 influence a campaign, If you adjust for efficacy of audiences, 30% straight off the Bat and randomly picked is going down the drain. Because there are no real audiences. The second optimization, and this is going to be fun. If you're a beauty-led brand, out of let's say Analysis of 1.45 million female profiles on instagram in India, you'll be surprised to know that only 6% have at Least 50% female audiences. Which means all the big beauty Brands and things are speaking to guys now. So for all these hygiene level concentrations, all our Marketing has been about i have a piece of something to Say and i define my audiences. For influences, the time is now Matured and everyone is asking, look, i love you as an Influencer content creator, but i need to see the relevance of Your audiences, what are their proximities, what do they like, Are they interested in shopping for beauty or not, can we Answer those questions? So a lot of that kind of discussion Is now happening. The other bit, again, Emerging trend and obviously lots of white papers on this, The fascination with big influences is where it's going down Because they cost a lot of money. One shot. Their engagement rates are normally much lower than a mid-sized Influencer, a macro or a micro. So now you want to find Influences from gohati to mirad to arnakulam, who are Relevant to your audiences. And then you say, do they Have female audiences? Can we answer such questions? So that's where we feel that, you know, move to micro Influences, move to performance. Now, i would say that, and i agree With you guys, you cannot make an ad out of your Influencer's content. Brand first, it's like make my logo Larger, you see, which is what we're coming to a later Topic with the storytelling, and there are literally Behavioral science techniques to saying that how do i Convince someone. I could crack a lot of jokes around This with my bald head saying, hey, i met this bald guy, but He talks some very interesting stuff, versus saying, hey, this Is, you know, x, y, z. How do you build story first? Then you weave your narrative, other structured methods using Nudge theories or behavioral science to construct a Communication that will convince people. And also it's been very manual. So how much machines are Coming in to say, look, how do i find these other Influencers who, you know, are not the usual suspects, which Is literally in every country, and we've seen this in middle East india and indonesia at least, the top 2,000 Influencers in every country do most of the campaigns. And where's the long tail? Where's the discovery? Why should an influencer with 2 million followers but 80% Fake win the battle against a hard working content creator Influencer who has 1 million followers but all of it legit. So lots of questions here about these trends of saying data Lead, what is the science data, what is the art, listen to The influencer, respect their audience and learning of how They create content. And then we're saying that, and Cut your influencer marketing budgets by half, you'll still Do 2x the numbers that you did last year. It's possible. We have data to prove. And a lot of people have the data and we've studied that. So those are the trends where i think the marketers are asking Good questions, content creators are understanding their Audiences and the marriage of these 2 aspects can really Change. And we're saying, you know, that's My take on the emerging trends. I know i'm going to suppose to share this, but i'm going To rebut this a little bit. And just some parts which I don't agree. And if you ask me the Framing of my question, not to you but to the larger audience, The framing of my question was do you look at influencers as a Category or do you look at influencers as a part of your Media mix. And i keep coming to the Media mix conversation. The reason i keep coming to the Media mix conversation is primarily the influencer Industry as they're calling it are made up of brands who Want to use influencer marketing to reach out to a Community of people through usually agencies that they Are contracting. The problem is that each one of us is Answering a singular question. Right? All creatives. I'm saying let's forget influencers for 2 minutes. But any creative i make cannot solve the same problem through The fund. Any influencer therefore cannot Solve the same problem through the fund. We forget the value of media associated with this Influencer. And i say this with past Experiences of how we made tv advertising. Even if i took an alia abhad who if you go back and check will Have 80% male following and yeah, why not. Even if you go to alia abhad you would still choose women Dominated television channels to run those ads in. So as important as the creator or celebrity or whatever you Were to categorize them as was the medium and the media was As crucial. If influencers actually become a Part of solving the funnel problem and they become a part of Solving a business outcome and you look at it as a medium That can travel sometimes organically and sometimes through A push you're going to be able to solve a lot more Problems than what we are trying to unilaterally solve Today and that personally is my biggest issue with the way Conversations around influencers is happening. Totally in agreement. I just want to add to that. So you didn't kind of rebut. But you know, i'm saying First of all, what we're seeing with brands is like are you Looking for a brand ambassador or are you looking for a brand advocate? And that is a very different answer the moment you say Literally for alia abhad i need one alia abhad for my Campaign. She becomes a brand ambassador and I put media behind it and i get audiences. But my influences don't need to be in alia abhad. Even if i add media and get them to reach maybe somebody has 30% female audiences but my media can take that to 5x female Audiences but we are saying the influencer part of the Advocacy is instead of it coming as a sponsored ad on my Timeline, how about first the conversation is as organic And then you sum it all. This has to be passed. Roll of media, size of the influencer versus what they Could be doing. A big influencer is a visibility Driver. The smaller influencers are Credibility drivers all the way down to people like me who Are truly advocates towards engagement or even purchase Decisions. You know, it's like the Fun stories. Like the bigger i am, which You just kind of said, the bigger i am, the less likely My followers are going to think i am saying something Beautiful about a brand out of the goodness of my heart. So how do you design for that? So many, many layers. How old a brand are you? Are you a new brand or are you a Legacy brand that doesn't need the visibility? You just need the advocacy. And is it cool that you are Driving or it's a high purchase product? Rational, emotional. So lots of layers but i am Just adding to what you are saying. You are absolutely right. I think while both of you were discussing the brand ambassador And the brand advocate part of it, the way we have solved for It and this term pretty much exists and a lot of people have Adopted it, we have created brand evangelists. I mean, that's the term which is fluidly being kind of, you Know, brushed into the businesses and strategies. And for once just putting the metrics aside. I mean, of course, engagement matters, broad reach Matters, the content affinity matters. I think the criteria for us has filtered down to who is that Person with whom your story most organically be fits so that it Looks effortless. And that content in the layman Terms has performed the best for us. I guess that's true of all the categories. That's true of all creators. When there is a seamless Organic fit with the product, with the ideology and with The creator and the creativity, i guess there is virality. So that's what i wanted to say. It's like multiple brand evangelists Who are adopting a product, who are advocating it, who are Living it and using it and therefore kind of propagating The word across. So there is no direct marketing Kind of a scenario here, a life shopping kind of a scenario But it's kind of building on the advocacy piece. I was actually looking around because i was told to stop a Long time ago. It's also not helpful that such a Good conversation. Unfortunately, we can only do One round through it. But do i have time? Do i need to stop? i need to stop. It's on her face. So what i'm going to do is, sorry, i really was enjoying This conversation. We were discussing not otherwise. But most importantly, just not your last thoughts. I think all of us have a very different role to play in this Ecosystem coming together. I think all of us must have Learned a new perspective. Just one learning and what Addition to our perspective that we can probably take away From this conversation would be great. And i'll start with the gentleman. So please. So i'll just highlight one new trend we are learning about. Vernacular content is doing great. And so the lowest engagement we see is on English content. English works better. But vernac works even better. I'm just, i mean he is a very pro creator community for me. Everything is working well. I have no complaints at all. But i think we are also kind of double clicking on the fact That as english as it gets probably for us, we are seeing a huge uptake on that. Thanks. I guess what i have tasted success is Inclusivity where you kind of talk to everybody. You talk a uniform language through different shape sizes, Varieties, all being kind of equally treated. And along with that, what's also really working well for us Is long-term relationships. Not just a one-off, Which looks like a touch and go. But something that you Build on. And i don't mean the teaser pre-buzz Launch and the post-launch kind of way, but a more meaningful Sort of relationship where the person then features in your Campaigns as well. You are also seeing them at Your events. There's a broader level Relationship brewing with the community members. I really like this word, smooth integration. Two words, sorry. Smooth integration. And it basically means what, so the things that your Audiences like to see on your page, you add an element of that And then you make the brand, the product or the brand Interesting in that space. And that is really enjoyable for The audience. Like, initially, i'll just Make it very quick. Initially, it used to be like The first five seconds, the brands would want the name To be taken. And when i suggested to This brand that is mainly in music and even i do music, so i Said, could i take your name at the end? It was a one-minute Video and i said it at the end and all my audiences were Like, oh, this is an ad, cool. Now we'll check it out. And after that started working, every band has told me to do The integration at the end. And that's how smooth it has become. So i love that brands are trusting the vision now. And smooth integration is the name of the game. Media agencies will not be happy with what you just said. Because they'll come to all of our offices and say the exact Opposite. Sorry, please. I think what works the best for my audience and for me is Because i talk a lot about being real and raw and no filter On my page. I feel that just whenever it's Actually in sync with the brand and if i feel that the brand Is understanding the tonality of my page, only then we move Ahead with the conversation. But i think brands now, like i've Seen this change with brands in the last six months, that They're actually open to agreeing to what you have to, You know, give them. Because before it was just like one Single brief was given to 50 creators, which did not work As they said, but i think that took a long time for brands To understand that. But now that they've understood That we're not getting returns in this and it's not giving us Exact reach, i feel that is a very good change that i'm Seeing right now is that they're open to what you think is Best for your audience and then we'll take the story ahead. So i think, i mean, you know, i used to work in an agency For the first eight years of my career and then when i Moved to the brand side, i realized one thing that a lot of Times marketers or brand managers are, you know, 70 to 80 Percent of their job is not to do marketing. 70 to 80 percent of their job is to create products, is to Sell, is to create demand in the market. It's only 30 percent of their time they should optimally Use to do marketing, which means they are not subject Matter experts, they have the money in order to deploy Into those media mixes and hence if agencies, partners, media Solution guys, give them an entire package for them to be able To understand, understand what is their want, what really are They looking for and to be able to clear that package where Say that this is the content, this is how relevant it is for You, this is the result that you'll get and this is Where your brand will get impacted. Trust me, they will buy Into it a lot more and they will stick to it because they Are seeking partners more than how frivolously we take them And at the end of the day the marketing monies lie with them. Like anura clearly said, we are a brand which are, we've Crossed the zero to ten stage. So for us regional marketing Makes a lot of difference. Now you cannot do that with Hsm. So you want this kind of Customized contextual marketing and what i would request is Trust on pure social media platforms is dwindling for all of Us as marketers because we are like the time and money and the Time it takes, we don't have that kind of time. We cannot be like, like you said, a marketer doesn't have The time to look at every influencers content, talk to Every them, our job is to make sure we get the targets in For the month. So if you could look at it as A more 360 platform of how an influencer could go the Whole gamut and not just stick to social media, i think it Will be a lot more of a long-term solve and that's what Marketeers are seeking. When you last speak it's pretty much all points covered. So i just... i tried to avoid it. I swear i did. But it works for me. So the summary is i think what you guys just said, let's go From, is this a global trend? let's go from the influencer Marketing of India to the influencer marketing of Bharat which is hit every region, find the vernax, find the Little people, like the growing people. The other biggest story is involve the art and science is What is being coming out. Look, what kind of content, What kind of freedom should an influencer make and what is The data consideration that you should have to decide and Make those decisions and who will come on the table. I think and this therefore cannot be a campaign-led thing in Fact and always on, influencer marketing should be about Advocacy in my opinion and therefore that's something you Build on the side. It's like your infantry and Your army versus the air force being your tv and atl and Out of home and whatever. So yeah, bits of everything. Thank you. Thank you guys. I'm just going to two lines summarize What i have taken away. Probably as opposed to how you think this is still a very young Industry. A lot of the problems you quoted, Advertising has not solved in 40 years. So the fact that they made this much progress in the last Five, we've moved quite a few steps. And that's where that's the intersection that we're Actually at. Everybody understands that this Is an important part of the marketing mix that they have. Each brand has a different problem to solve. Presently and majorly, the solutions to all of those Problems are being dealt with unilaterally. But the problem needs to be looked at differently. Different aspects of advertising, marketing and Thinking need to be added back to the mix. And this evolution will continue for a while. And i think we just all have to continue to play our Roles in enabling this bridge that marries the Creators to the brands and move forward from there. Thank you so much for your great insights, guys. Thank you.