 So, first of all, thank you very much. It's nice to see a room almost full. Somebody was telling me that, you know, keynotes before 11 o'clock in Delhi means that really you are not that exciting the speaker, right? So, I took a chance and thanks A. B. M. Suneet for having me here. We have a pleasure to be here with all of you, especially because, you know, I think the whole digital game, I think there's a lot of confusion as I said in my sort of brief that I shared earlier with Suneet. It's an amazing world. A lot of amazing things are happening. It's a very brave world. Look at the valuations. I mean, who would think that we are actually going now getting valued at billions of dollars, right? It almost seems that people are giving money to companies to make sure they won't make money, right? Isn't that brave or a wish mark of the world we are in? What do you think? Now, guys, I need engagement. This is not an ordinary presentation. This is not going to be one way... In this completely neighboring world of marketing, technology, digital, all sorts of things are happening, right? So, just by a show of hands, because, again, I need to get some reaction. I don't know whether I'm talking to a wall or a set of elevators. How many of you are from the marketing side, right? Raise your hand. I don't know. How many of you are from a technical side? IT, computers, digital, that sort of thing, right? Great. So, it looks like my, my, my, my, my brother is a minority, so I will be very careful in what I say, right? But the whole idea is, I'll be very honest with you. The idea is not only to be provocative, but also to be controllable. If, let us say, today, in that, in 30 minutes, I have plus 10 minutes of Q&A, if we can get some insights, if you can get some sort of defense out of all this, I think that it's kind of strange, right? Otherwise, coming all the way on a Friday morning, a day before Janmashtami and spending time listening to this old man talk about digital and digital innovation, what sense it makes, right? I'm a homemaker, so I look at everything from a profit and loss, right? Is it profitable? There's a big question mark. So, hopefully, we should get some gains out of this investment in your head, and, of course, you know, retention. So, again, coming back to this, this whole new world which we are coming to, consumer 2.0, who is this consumer? Do we really understand, you know, as the ad group was there, is it jack or gently? What are we talking about? Who are we talking about? And the thing at the heart of this whole thing is to my mind, how do you look at digital? Do you look at digital as the core of your business and therefore marketing? Or do you look at digital as a perimeter, as an enabler? Now, these are two very different things, and the honest truth is nothing wrong in using digital for driving improvements, right? You need to understand the customer, you need to do things cheaper, you need to have better reliability, you need to have lower cost. These are all great objectives, and they will do immense good to your organization. There is no doubt about it, but the reality is that that is digital as an enabler, that is digital at a perimeter. It is not digital at the core, and what do I mean by digital at the core? Digital at the core means that you have to reimagine your business, you have to reimagine marketing, you have to forget who you are. If you start thinking that I make automotives, if you start thinking that I make cement, if you start thinking that I make water rules, then you are no longer talking about digital transformation, you are talking about digital as an enabler. And as I said, nothing wrong in that, that is one part of the story and that is something which is extremely important. Everybody must do it, is highly recommended, good for your health, good for your patients, no problem. The other word is the word of digital marketing. And what is that word? That word is really saying that can we reinvent our business, can we reimagine our business with a consumer, with a customer at the center of our universe? So we have to forget who we are. And this is where the challenge comes. It is so difficult for companies to forget who we are. We all start life saying that I am a cement company, I am an aluminum company, I am a company which is making mobile units. I am a factory which is going to turn out diamonds and I am very successful. I have been doing this for last five years, ten years, fifteen years and what has been successful? Are you saying that I need to reinvent, I need to break down all this and start all over again? And this is the future and this is why it is so difficult. People talk a lot about digital transformation and to my mind they are actually not really meaning digital transformation. They are talking about digital individual business, good luck, no problem. They are talking about the transformation of the other and says that what is it that the customer wants? What are the needs, what are the aspirations, what are the values in the new world? In the new world what is happening? In the new world as I said there is a whole thing about mobile. It is always present with you, the day that mobile is not in your pocket there is almost a withdrawal symptom. There is depression, there is anxiety, there is huge amount of discomfort. How many of you have in the last six months left your mobile home? I remember that something is missing from my life is when you talk about digital transformation. What are the key needs that need to be considered for what you need to do? First mobile is mobile centerpiece of your business strategy. Number two is internet integral to your business strategy. And third is data. The problem is all of us look at these three things in a very disjointed manner. Say in India I have a e-commerce site or I have some sort of data analytics going on as add-ons. That will not work. And really I must compliment the area for this conference which I understand is the first conference that digital is also about joining the talks. So marketing, technology, customer, the behaviors. Here we have the scientists, all these things together. Even the world of cyber thinking. The world we are seeing that marketing, technology and so on has become. Now it is a world where all of us need to work together. And therefore the title, Artaik itself, is a very good science and progress. Finally there are the marketers. I will be lost to us. I will miss the bus. And as again the initial slides should have said, I don't think spend is going up. But what about engagement? People who have technologies to say as soon as the ad comes here, I don't want to. Please give me an idea which is without any of these things which I am not interested in. Are you really addressing the role of what your consumer is going to be? And that role can only be done using two things. My mind is it is all about data and all about analytics. If you, in the new world, competition is going to be the competitiveness. I have got the versatility. How much of data, how much of rich data, how much of data. And what sense, what sort of insights I have about the customer versus what you have. And these things will keep changing very, very fast. So my dear friends, in summary I will only say that the days of the stability, the days of the impact and saying this is what we did all this time. And the world is going to remain the same. What is going to be changed? Marginally incremental changes, my fear is that word is one word. The word in front of us is the word of constant, brutal, very important. And therefore, really what we really need to do is to reimagine our business. And many times for successful businesses, from inside the bubble it is very difficult to reimagine. So not all great companies actually think about having a separate vision, a separate CEO. Because the fact is the truth is you should, will not survive under a large tree. It requires a separate sort of setup and support to make it into another thing. With that I think I have said what I had to say. There are more people also who are telling me that we have five minutes left. Any questions, any ideas? Yes, Trinity. I think one of the most interesting dynamics we have seen in this new world is between the CMO and the CIO or the CTO. And you spoke about reimagining the business, but I think people also have to reimagine their roles, right? So marketers are more technologists, technologists are more marketers. What are the one or two most important things you have learned about working with CMOs when it comes to delivering customer experience in this world? More than the customer, the consumer. I think every business is moving from B to B to C to C. Not only the customer, not only my dealer and the channel partners, but the actual end consumer. And I think the CMOs are all in the language of the consumer. And it's very exciting times. I think at heart our technology guy, but I've seen the transformation happening. All the progressive CMOs are moving towards this whole integrated thing. Forgetting where we come from. It doesn't matter. It's like our education. We may be from an engineering background or we may be from a humanities background at the end of the day. We all work together as a business. I think you rightly said, today's people, mostly people, they confuse digital transformation with something, whatever they do. But digital transformation is not a subject, it's a complete ecosystem basically. So that's why most of the people you see today companies are failing. 80% are failing, why? Because they confuse digital transformation with, you can say, going digital way. So that has to be taught to them initially. 40 years I've been doing this. It's easy to stand on that stage and talk about transformation. But the reality is as a human being, continuity is safe for me. And there what I do, Dr. Sahab, is that I look at business models. I look at Ola. I look at Somatoma. I say, what is this guy's business? Yeah, the guy doesn't own a single car. The guy doesn't own a single restaurant. The guy has built his own business on a platform. What does that mean? Absolutely. Each one of us, whichever business we are in, can we think of ourselves as Ola? Think of the Ola model. And that is digital transformation. Thank you. Yes, sir. My voice is loud enough. I would like to know how and how CIO, CIO, CTO, CTO roles are converging. How is in the wise and how is behind it? How in the wise? I think why is very clear. Why is, we have to do business. I mean, you open the paper today and you say there is, you know, there is gloom and gloom, right? I mean, no amount of gyan, no amount of wisdom is going to change human beings as much as fear and greed. These are the two basic sentiments of anybody. There is a fear in the market today. Who is going to buy my products? What is going to happen to my assets? Right? That is the wise part. There is no alternative. We are seeing what is happening already. All the big names, all your story ideas about how you were so successful. What is happening today? You tell me. Why is the consumer not buying? Something has happened. I don't know what has happened. So that is the why. The second part is the how. How is, how is, it depends. I think it depends on the maturity. It depends on the context. It depends on the variety of situations. There are some people who still are in denial mode saying that this doesn't work for us. We are fine. There are others who are embracing it very, very strongly. And there are some people who are still watching how things work out. But eventually I think people will find their own solutions. But the reality is what people are doing. It is all about data. It's all about evidence. That is the reality of the whole thing. Trax is that. This is the currency. This is the way the world is going to be. That doesn't mean human beings go away. That doesn't mean all of you and I will use our job. What we mean is that we have to be deployed. We have to be imagined ourselves. We have to be skilled ourselves. Absolutely. We have to be in the same team every time. And for everybody, congratulations.