 So when we were you know kind of plotting all of us on the sidelines of what we should be discussing We ended that discussion saying that We'll try and make it free for all. We'll not have a rule saying that who's going to speak next and if and especially if we have differing Opinions we will try and air it and we'll try and cut into each other and air it So we'll try and make it interesting for sure. So I think as marketers as brand owners as Content creators One of the biggest challenges we have today is How do we organically? Reach our consumers. How do we organically get and connect and engage with our audiences, right? And we try and deliberate on that a bit but I want to actually In a way start with the only creator in this group creator who is over the past Three years has had like a rocket ship kind of a growth in terms of the way He's built his followers on the back of some fantastic content. So you know your journey on how you went about of the past few years and creating content which started engaging with audiences and What's been your experience of what's works what doesn't work because I'm sure that it was a learning exercise for you as well as you moved on right and Hi, hi everyone. Good afternoon So I think it's still a learning experience. It's still open. What is right now when it comes to short form content? But when I began I began like like nobody was creating educational form of content on a platform like Instagram Right because Instagram was obviously trying to get into the short form game after tiktok So people were creating the same kind of content which is already there on tiktok. So creating educational content was something Which was unheard of in the beginning Obviously like what most people would do is just talk in front of the camera, right when it's educational content But obviously that did not work out that well Because the thing that you need to realize is Instagram is not like, you know, YouTube Because in Instagram nobody is asking for the content that's coming on their page The algorithm is kind of thinking whether this content will blow up or not But if the audience is just gonna skip it and go to the next comedy video the next dancing video It's going to deprioritize your video So the first big learning I realized when it came to short form content is that I'm not competing with other educational Kind of content. I'm competing with everyone So if I am not going to be if if a person wants to if if my video is not more entertaining than a Stand-up comedian or an actor or a dancer I'm going to lose out. So that's exactly what I did I combined comedy and acting into finance and that was that that was a game changer. I think fantastic insight Because what you said that my competition is not really the other Educational format content, but every other piece of entertaining content that exists on those platforms So and and if I take Apply this from a brand's perspective, right? I think the brand is also competing in the same environment for audiences so clearly the the learnings that you had as a serious finance Finances a serious topic, right and but you realize that you have to make it fun entertaining to really get start engaging with people For the message to also get through So clearly there's a message for us as brands and as marketers in what Sharon says just said I just like to add something. So I just Landed today at four in the morning and I traveled in Qatar Airways Now I want to ask people over here. How many of you all listen to their hostess when she's explaining the You know the safety guidelines, can you raise your hands? Okay, three or four of us most of us just zone out, right? Now this flight I got in at one in the morning and I listened to it entirely not because No, the air hostess was pretty or anything. It's because the content was made in such a way that it was so entertaining it was not even there hostess it was shown on the TV and they were actors who were showing the safety guidelines and See something that I learned was do not keep your electronic devices charged during takeoff landing and taxi That's another word that I learned now what I would have never have learned this particular information if that can't if that video Which I was watching was so entertaining. It was filled with comedy. They were professional actors. It was so entertaining, right? So that is the power of creating powerful content So a topic as boring as safety guidelines of an airline which you have listened to thousands of times And I watched it at one in the morning Right and I was thinking of just falling asleep But that video woke me up and then I was like a TV show after that, you know Sharon had Given a disclaimer right in the beginning that when I start talking I will never stop talking so you'll have to stop me So but he's still not gone to gone into that mode yet But I'm going to jump to you because there was something very interesting. You said earlier about How you started personally creating content for your brand and your products the whole gets range of ready to cook and ready to eat now, right? And what's been your experience in the way you start in the journey of your content creation for kids as a brand? So I didn't personally start so I didn't start in the videos as such But we started social media very early in 2009 when Facebook first started in business pages or whatever it was called then And I had a friend from school who said I'm starting a social media agency. I said, what is social media? He said well Facebook Facebook Twitter or something like that. Okay Started. Let's let's see what this is about And what we were earlier discussing, you know a brand needs to come up with content That's you know people can relate to for us as a food brand cookery videos was The thing right but then we soon realized that that's no longer competitive advantage because everyone and anyone's doing it So you also have to start adapting once you get I wouldn't say get copied It was just a very natural thing for people to put up their own You know cookery shows and and things like that So eventually what we soon realized is that that content us making the video doesn't this thing So we started collaborating with You know other sort of Platforms there was one called gobble for example that we collaborated with and then we realized that probably we should look at user-generated content and Looking at influencers. So what we Then moved on to is you know let encourage users to put it up So rather than us make it we encouraged them to sort of take it and what work there was it the authenticity of the content that was actually being created Or was it you know like Sharon said the entertaining quotient of the content In your experience, what kind of content has been working for you? Initially we had longer videos So you have to keep seeing what the trends are. I think what works is you being true not making I think as a brand Sometimes we try and make too many claims We try and make too many sales pushes sometimes. So we avoided doing any of that Right. We have other platforms to do sales and you know D2C or outdoor marketing TV marketing, whatever When it comes to Social media, I think we are far more real And and we try and keep it as real as as possible. So yes entertainment is is important But at the same time you need to keep evolving in that entity because someone is also doing that much better than you Absolutely, I Think We have amongst us Amrita who's actually built a product a brand a business from scratch and You've done it all to begin with of course, you're just thinking about offline experience stores now But all of it has been online, right and on a category like hair care which is Which is very sensitive as well at times, right? So what is what has been your experiences? In while you went about building this brand I understand you grew from like the first year about two crores as a brand to almost 50 plus crores now So phenomenal over two years. Thank you Hello, everyone So right a Shwin, you know, it was a very short time for us to create like a brand like this to try concepts But we would like I would like to say something We are a hundred percent digital brand and over the last two years everything we did was it's actually three years everything we did was online and Absolutely with influencers. So I think like the way we have you lost for this, right? It's a case study we have here of how influencers can help and grow a brand. Yes So I would like to actually say, you know, how we have, you know, our experience with influencers See the scenario three years back versus what it is now with influencers was very different So three years back an influencer is talking about the brand It was one of the first times that influencers are talking about brands and you know the users and the followers they have They were recognizing the brand but today even the biggest of MNCs are using influencers Influencer management. So today, you know, we are actually discussing the right topic that in today's scenario If a brand has to win if a brand has to get its recognition, it is the organic content that will make, you know, its way One more thing what I truly believe, you know, like what Sahil is telling like, you know Relevancy of the kind of platforms that we are interacting with, relevancy of the kind of influencer we collaborate with Somewhere what work for us is we have worked with like, you know, the biggest of influencers But what really work for us is understanding the audience our audience versus the influencers audience You know bridging the right thing, you know on what do your influence? You know your followers want what do our followers want now Let us discuss together and create content on that and of course in terms with the changing scenarios of the today's like Like how Sharan was mentioning today everything is about entertainment like you know like most of the times people want to look at Entertainment and they also want to watch short videos like Sahil was mentioning. So, you know, this is something that you know We have understood over the time I think every month our strategies change with influencer marketing like we plan like, you know a JFM and like, you know a Six months but every month with evolving changing times of influencer marketing our strategies are changing and thankfully You know, even now we are able to cause that, you know Organic content and take it forward. So yes, so I think one of the main thing that work for us is Understanding what our influences want versus the influences of the influence of one and Creating content together creating the organic, you know concepts together and then taking it out So, yeah, we have challenges also in this because not every influencer is willing to listen to us They're like, this is the only way we want to work but but thankfully for us, you know, many times it worked and Yeah, so that has been fantastic. I think I Want to do a quick recap here So one is Sharon what you said When I as a brand or as a creator I'm creating content I'm competing with every single video out there, right? So I need to look at the my competition universe for Space of their time and everything as the whole universe not just my category or everything, right? I think that's clearly one big takeaway from me You could make something as serious as finance very interesting and entertaining while still giving a message There's also this thing about authenticity and credibility and being constantly ready to pivot and change your strategies like Sahil you said and One takeaway that I'm getting from you Amrita is that Probably when you're working with influencer marketing not probably surely when you're working with influencers influencer marketing You need to have an always-on content strategy as in you you're not just a marketing person You need to be a content person and you need to be an always-on content person to really start connecting with audiences and their followers And obviously the influencers themselves. I'm going to jump to both Shifali and Ritu here, right? two categories Obviously like Sharon yours is also in the BFSI space in insurance yours is in health care by nature, they have been serious categories, right and Usually we've worked through KOLs. We've worked through our channels to build the connect with audiences Beyond what we've discussed on looking at building organic to reach through social What's been your experience of actually building organic reach through channels? Because both of you would have significant amount of KOLs who actually connect with audiences and maybe Shifali will start With you and Ritu will jump to you post that because these are two categories which are very different and you actually have very strong channels as well Sure, I should very rightly put that it's a very different category, you know Especially in BFSI insurance is relatively a very complex subject But I'm glad that you know awfully really since five to six years even insurance has been accepted very well on the digital platform and We are almost at par with all the digital gimmicks that every other brand or any fashion brand or even an e-commerce brand would be doing So while influencer also has been working very well as we were also speaking offline that The offline influencer as well as the online influencer as well. So both are working very well I would say from insurance perspective agents, you know the agent who sells the insurance are the biggest influences, you know So that channel of course is a direct business channel that will always keep on growing and that will be always sustaining But at the same time with the digital influencers also it has actually helped help the brand Take up the brand awareness level a notch up. I would say in fact I can put in an example of one of the Digital property that we had launched was seven minutes to good health Okay, and that was purely a surrogate connect with the health insurance base that we have But it's more of a breathing exercise a guided breathing exercise campaign that we had launched and we had with them all of They as a face of the campaign and we had purely driven that online to create more UGC and We had a very heavy usage of influencer both a mix of Micro nano and a mega influencer as well and it actually turned up very well connectivity Overall in terms of the brand and in the syndicate study. We also saw the brand You know index had also gone really up. So definitely an influencer marketing is also influencing the insurance overall I can say absolutely. However It also depends on how the regulator guidelines are defined Offlit, you know every industry do have their regulator off late. There's a slight Hinge in that I would say that you know the influencer, which are the regular influencers on the digital platform cannot influence or endorse a Product or a policy unless they're actually buying that policy It brings us back to the discussion. We were having a few minutes ago about how do you create? content at the core Which starts making sense and starts connecting with the audiences versus a brand plug alone, right? Absolutely. I think one interesting team I saw in what you just said is and I think not many of us have explored this as Brands we have traditional channels and those channels are very strong How can you build a strategy which leverages the strength of these channels along with like you said digital? influencers and is there a way to do it even at the smallest of the Geographic areas where you work with your local geography channel find a smaller influencer who can actually create content Which supports what the channel is doing on the ground. Maybe there is a route out there there's a strategy out there for us to think about the offline online influencer network and Build because influencers not just about social right. It's about anybody who can Influence my potential customer. So what do you nobody wants to watch advertising? That's the fact right people skip the ad They are looking for the button to skip the ad. They are changing channels when advertising is so nobody is going to watch Advertising organically we spend money to make people watch that what people watch organically is content and content Like shan said is entertaining or content is informative something new it adds value to me as a person And that's why I watch it and today is the jet is the time of shorter content Into I think couple of points that were that were talked about, you know, who is the influencer we go to? So there are a couple of areas which become important when we shape the content and the influencer strategy for the brand Who is the influencer who is my consumer and I think data can help in a big way in identifying who is the right influencer To go to my right set of audience and audience when it comes to specifically digital is no longer one big chunk of Demographic audience. So we've done a lot of work on cohort Based targeting wherein even the influencers that we go to can be very specific to the cohorts So when we for example when we started working on Saradon While Saradon is about headache and like you said healthcare is a serious subject headache is a serious subject but when you get to the core insights around why people don't take a pill and What leads to headache? And you start bifurcating that using data and qualitative understanding Get and you get to the core insight which in this case was that people actually hide headache or just live with it instead of taking a pill and the core reason when we did a survey was that it's work related stress We started identifying cohorts and we said okay. It can be women who are Who are stressed because of the work at home or relationship related stress? It's men who are? Relate who are stressed because of financial Problems which is which was which was at peak during the covert times the Then you go to the right set of influencers who who talk to these audiences and you are able to actually craft content which connects with with these audiences specifically and even the influencers are then able to craft content more Relatable to their own audiences versus creating and advertising which is more appeal to all and you know more brand messaging and I think the other thing which The difference between advertising and content which as a marketer you need to remember always is that yes You want the brand to be there of course because this is it's not for charity at the end of the day But it needs to be lesser on the brand and more on what the consumer is interested in absolutely So that becomes very important and then You know which platforms so not every platform may work for every Brand or category You need to identify the platform right and then use the platform to the advantage of the content So Instagram may be the right content for certain categories LinkedIn could be the right platform for another set of categories. You need to identify the right platform as well Like you rightly said that it doesn't necessarily need to be only online, right? So we did this interesting piece where so doctors of course are very important influencer true for health care When we launched a brand recently nutrition We actually reached out to doctors regionally and we did content in Print with those doctors and we we went to soil for example if we went to Calcutta print We reached out to a senior physician in Calcutta who had some you know recognition also in that Geography and did content to that person there in print. So that's all of granularity even in offline and Doctors can actually love what you said about Applying the concept of influencers beyond the platform of social into other ways of connecting with you know Through other forms of media as well. So why only social? Why not content which goes through television or print or any other form as well, whichever works But it's a good segue into something. I wanted to kind of throw it Obviously, you're going to be common in all the questions, right? But more to use Sabal and Jayesh Ritu spoke about How understanding data understanding your brand's purpose need understanding and looking at data from a perspective of cohorts and And looking at that Not just on from a top view, but looking at detail becomes very critical to drive accountability and results for brands, right and Why I pulled you in is because you create content not just for yourself, but for brands as well And I'm sure brands have a certain expectation from you but before we come to you I want to throw this to Jayesh and several and From your experiences of working with brands and you've both worked in multiple categories. It's not just where you are today How have you seen the investments that you make from an influencer and from a content perspective? How have you been able to drive accountability of that investment? How do you measure that? What's been your experience with these two? Hi, thanks Sashin. I think in my current role as head of marketing for MidiBuddy We also look at it from a ROI lens While the end objective is ROI, I would agree to all of my co-panelists here I think the fundamental starts from first knowing your consumer Who what is that what consumers really seek is he or she seeking information is he or she seeking entertainment and Healthcare especially the space which we operate in like right from online doctor consulting offline doctor consulting labs Health checks surgery care medicine delivery. We are a platform So but but the common thread is a consumer doesn't think of anything related to healthcare unless there is a need So no one casually goes to a doctor you have a problem you go So that kind of consumer insights and this is true for all the other categories also is very important So most important is understanding the consumer. What is that he is seeking? What are the? Channels and this channels could be online could be offline that he normally sort of Is seeking that information or he likes to hang out with and then? Then you do the second part of it like who are the people whom does he look up to? Influencers are those people whom he probably relate to in a more authentic way than just a brand broadcast communication So the key here is to identify who are the people your audience look up to for their needs So how are you actually measuring ROI when you do this? So coming to that? I think We we measure it from the revenue directly. So if you look at hard marketing ROI matrices It's the incremental revenue which we generate versus the Spengs but That's also a very short-term matrix I am also building a brand which is more authentic more relatable because if a consumer is Today searching for I will give you one example just to make it very clear We have a very big corporate business where we give health care wallets either funded by the insurance or by the corporates Now these have also got tax benefits So if at the end of the year and because Sharon is also here So we'll relate to it at the end of the year sometimes consumers say he's a TCS or a city as employee He or she is seeking certain benefits or he's a new Johnny Johnny He also doesn't know what corporate benefits are there So he is today in the mode seeking certain information, especially around say January to March when you are either in the last moment of filing that declaration or want to say whatever you can say and If I am present as a brand today with the people whom they already follow Like some of the financial influencers like Sharon here and I put that message where I am catering to what he already needs So I'm there. That's where I am generating ROI I am also building my presence there in terms of the brand visibility Connecting with him at a time when he needs me. I think then it's also the short-term ROI How much I spend on the influencer? How much I spend on creating that content? By the way, one of the things which also worked for us is we want Our influencers also to try our product if they want to create a genuine authentic experience They should also inform their followers about what they should need to watch out for so it's a 360 degree feedback Which we want our influencers to also give that way we have seen it's more genuine We get better advice. We don't want to talk only about something which we do in TV all the good things nice Uh Jayesh You're actually in a very comparative category especially that I look at influencer marketing. I think fashion and lifestyle probably At least our understanding is about 20% of all influencer work Actually happens in this category one of the largest categories where investment goes on and so you have a challenge of obviously breaking through the clutter of many other brands doing the same thing and And and making it accountable in terms of how do I actually measure the investment I'm making is it really working for me or not. So how are you doing that? Ashin the first thing I would like to mention is Once when it was all about brands are all about status logo exclusivity But in today's time, I think brands are active actors in social conversations Driven by the need sense of purpose and responsibility. So The moment you pivot your communication or your content to a strong purpose that becomes a key differentiating factor for you Because there is very less margin for functional differences in today's time. Everyone is trying to do that so the only way you can build trust and establish that emotional connect is through Finding a strong purpose which resonates with your brand and that driving that through your content and through the communication Which you craft which is we should be relevant at the same time valuable as well So that was in terms of being different and unique so to say and in terms of ROI We look at both the metrics business metrics as well as brand metrics when you say business metrics, of course how has it impacted in driving the footfalls to my retail stores or to the EBOs present out there and In terms of brand metrics, of course, how has it impacted? my brand awareness brand affinity likability and This can all be gathered through influencer marketing report which we get from our agency social listening How has it managed to drive positive sentiments for the brand? And then your brand track studies which happen every quarter or every, you know, three months. Okay, so Sharon Has any brand ever come to you and said Given your target actually And said this is what I want as an outcome From when I'm working with you has it ever happened with you some conversation like this No, never brands have never come up to me with a target I set a target for myself because if I'm not able to fulfill that target sometimes what happens is the brand is happy But I'm still not happy with what I've achieved Not just an influence is also very good market here so I think I think I I think I can relate with sure anything because The way he built his channel if he doesn't keep his Followers happy and he doesn't do something which is very relevant to keep their engagement. He will lose his trust So I think it's easy to but what's been your experience Sharon working with the brands? So I would say see for I've primarily worked with finance brands FinTech startups so these companies are have have entered the influencer marketing game quite You know very recently maybe not more than two to three years back. I don't think they were doing this sort of stuff It's mostly the lifestyle brands who are doing it and our lifestyle brands are doing it mainly from the perspective of branding Not from the perspective of conversions Let's say for example if I see an ad of Dow on Instagram I'm not going to go and buy it on Amazon right away But for a finance brand these are mostly startups and they're looking for growth Right and because that that increases their valuations going forward and so forth so They are looking at conversions Anyway, you're saying that what the content that you're creating is actually driving performance in a way for them, right? So even though brands are cognizant of the fact that you know influencer marketing is not going to be you know as powerful as Performance marketing because the performance marketing up your target consumer might be shown the same at four to five times And then he makes the click Influencer marketing is not like that. He'll be shown it once because it's organic It's not gonna come up again in his feed Right. So there's a 50-50 thing. So brands know that it is a mix of both They're doing branding but if there are conversions happening that becomes a very sweet deal for them and Generating conversions is obviously not that difficult not that easy Because then brands go one step further. They're like, okay, you're getting me installs Okay, but what's happening with those installs are they investing their money? So they go all the way till the dawn of the final so for example with the brand that I worked recently They told me that one reel which I did got them two and a half crores in investments Right, okay, so they go all the way till that bottom of the funnel now Everybody's not able to generate this now if they go and expect this from other other influencers It's not right because that is not the main objective of influencer marketing It's mostly from the branding point of view now if conversions and all of that happened That's a sweet spot now You cannot expect it to happen from your first integration with them You need to do it over a long-term period because like I said with one video It's shown to him once you can't expect that person to make an investment by just seeing your video once Right, you need to do it over a period of two to three months at least to see some big results You know that got me a Question in my mind right now and she fully if let's say you had to give a brief to Sharon right now What would this brief read like? Okay, that's an impromptu brief here so In a non-in non-life insurance that we are into it's a bouquet of products But I think what relevant would be a health insurance in today's times so the brief would be that you have to talk about a benefit on health insurance and How in the need is you you found it useful enough? How in the how in the need so in case of a medical Exigency is the only venue you don't get to use a medical insurance. So that's that's what I want in a video right so firstly because See I've not worked with an Insurance company per se like only that particular company's product. I've worked with in short tech companies Which is like a aggregator of insurance companies So in your case what I would first like to understand is what are the features that you have which you are proud of which you Differentiates you from other insurance companies because until now I've only been focusing on insurance as a sector because in short tech companies Don't really care about me talking about some you know specific feature of one particular insurance companies It's more about educating the audience itself about insurance as a sector That's what I've been doing. But if I were to work with a brand Like let's say one specific brand. I would first get to understand what are the Unique features that you have which is better than other insurance companies Now if there are none, I might probably not work with you guys None of the insurance are any which is allowed to have an Influencer talk about their product. I think Yeah, I think you reason why I ask this question of Shifali is because what she just said She spoke a little while back about how the regulator is very particular about The fact that no influencer can actually sell a product or pitch a product which means for Shifali the challenges how does she create and and connect with the consumer and let them understand that it is important for one to have health insurance so You're still selling health insurance as a category Not necessarily let's say Shifali's brand that happens in the mutual fund industry as well Even though what you're saying right, you know the regulator doesn't allow promoting of a particular product at a scheme level Even then we see brands approaching for that now. There are no proper guidelines at the moment. Sebi is working on it right now But in the absence of it, there is still something known as the celebrity guidelines Which doesn't allow us to talk about any product at a scheme level meaning I cannot say invest in SBI mutual fund I can say invest in a large-cap fund or index on which is the category. So we still don't work with brands even if they ask you know to promote for something at a scheme level and Most content creators that I know on Instagram stick to those guidelines. I had an interesting point Like is that is that at all a point of concern like if I Am in the process of today creating online before offline for healthcare now if I am seen as the one who is sort of Opening up that opportunity or influencing my consumers faster Sorry first before any other brands by the process of creating that category. I will anyways have the largest here Yes, other people may also gain but I will gain the most So I don't think that itself is a concern whether you are able to push your brand as a differentiator But even if you are trying to move the category we have seen significant success But you only just talking about the benefit of a category of like why you should even consider online doctor before going to an offline doctor Absolutely, you're right. You're right And I think that's the brief that she fully had that how do I actually build this category for myself, right? so I'm gonna kind of believe each of you with 30 seconds to kind of Just say one thing Which you believe this room should Go home with right one key take away It might be from this discussion or might be from your own experiences that you feel it's important for this room to really internalize and It will start with you one thing I would say is that when you think about influencer marketing Think content first Think why should somebody watch that content on their own and share what is the value add to the end consumer that you want to reach out to and That question needs to be answered very honestly as a You putting yourself in the shoes of the consumer versus thinking about it as a brand manager or a category manager If you are not able to answer that question Then you know that that is not going to gain organic reach whether you do it from your own handles Or you do it through an influencer handle. So that's fantastic. I think that's clearly one very very big take away for us here, Jayesh Adding to what Ritu just mentioned. I always believe you know and that's Especially when you work on influencer marketing campaigns or content marketing brand needs to think beyond bottom line To begin with and pivot their entire communication to the four E's and just ask yourself while you're waiting or approving the content created by your creators or the agencies Is it entertaining? Is it educational? Is it? Engaging and is it enriching the consumers in some way or the other because if you Try and get you would you would not be able to achieve all the four ease But even if you manage to get or take two ease out of the four there are very less chances that you'll go wrong So that's one and I think there needs to be a shift in the philosophy the way we brief the agencies in the way We think so usually when we brief the agencies we tell them we want branded content The moment you say branded content you're giving brand the first seat That's you need to tell the agencies or your creators that we wanted a content from a brand and That's when you put the brand on the backseat and give the front seat I think it'll be music to the ears of all the creators in this room here Yeah, that's that's that's what we fall and that's how we brief our influences on our content creators because I always tell my team you know content marketing and influencer marketing is like your first date if you only talk about yourself in all possibility There wouldn't be a second one fantastic. So I think that's a that's a good Yeah, so we need to show people how we're going to help them succeed rather than showing how we are succeeding with their money You know, so I think if you follow these are the basic tenets most of us know it But the question is how many of us really follow it. So if you follow it life will be much easier. I feel great Only ten seconds now for all of us, but I'm Rita. We'll come back to the last so you'll have the final word Right, you're the only entrepreneur in this group. The entrepreneur always gets the final word, right? So hello to you Very quickly. I think I'll you know Influencer marketing like Is not just about influencers. It could be offline people. It could be also your users and I mentioned Example offline for us the best influencer marketing that happened was in coven where people would buy our products and cooking and everyone was You know showcasing their cooking skills online and putting it up I think that is the best content that we could get out if an influencer Influences your users to put up content. I think for me, that's that's fantastic fantastic I completely second to that the UGC is the the best form of getting that more content more Organic region or organic engagement. I would say but a piece of you know to send from my side also would be the four pillars of C content context continued consistency and You know the connect with the community. So the context is both Important one from the content perspective that where you are putting that content and that again covers your brand safety Net kind of thing also and the second is that which influencer what category of influencers that you are taking for that, right? Like the impromptu brief that we gave to a FinTech influencer will not work for a BFSI brand So that's also very very important. Thank you several I think it all boils down to keeping the consumer at the center of everything you do and especially more true in Terms of the way you create organic reach You need to understand what your consumers want and then build that connect whether you follow the foresee or you follow any other models But that would be I think most important once you have figured that out You will have to do it consistently over a period of time sometimes organic Reach text times to build and again the best examples of them are the big influencers who have created their entire follower base from scratch But it took them a couple of years. So I think being true What your consumers want and then focusing on that very important Observation several and I think it's good segue to you now ten seconds ten seconds, so I would I would try to take a different approach here This is something which is really really underpenetrated I would say in India is to create a face for your brand, right? See whenever I see a video of which has the company's name in it I'm not going to watch it But let's say you have put a collab of that video with your founder of your company or some other You know face of your company who is not going to be your employee because that employee might leave This should be a person who has stake in the company, right? If you kind of build that personal branding and attach it with your company's branding There's nothing like it right think about the best companies in the world right now Which is talked about all of them has a face to it which we talk about so building that from within your company It's the biggest investment that you can do and if you do it rightly you might not even need an influencer of ten years late I think Fantastic really good and I think we've got examples of shantanu and vinita who are themselves influencers and also Who run companies of their own very successful companies and I think that's the message for you So I'm going to end this session with you know your words And there are agencies which are offering like you want to collaborate with thousand influences But what of course like you know as a brand content is important What our consumer want is important, but also the brand and the influencers maintaining the right relationship You know especially for the brand. I think every brand should at least have even with the biggest of brands right now We're talking about vinita and even both But you know we have seen that you know there are particular Influences that they have made relation with and they have been talking about you know those brands for the last three years Continuously, so you know it's for me. I personally feel that you know maintaining relationship with the right influencers As a part of our brand making them a part of our brand, you know, I think we'll also personally work, you know Thank you so much. I'm with I and I think all of you had some unique thoughts and Thank you so much for taking time today sharing your Thinking and we're six minutes up. Okay, but I had fun talking to each of you and Obviously personally you Sharing your thoughts and I'm looking forward that if any of you any questions later, please All of us will be in the room. Please reach out. We'll chat and yeah, look forward to the rest of the day Thank you so much. Thank you