 Hi, I'm Crispy. Actually, I'm an app, Hindustan Unilever's first OTT initiative, serving Bollywood video content. In the cluttered Indian OTT market with the consumer's point for choice, Crispy faced existential crisis. While marketing struggled to onboard new users, retention on the app was very poor. That's when we created Cerebro, a proprietary content strategy that changed the fate of Crispy. At our Consumer Insights Lab, the pivot, we benchmarked content on Crispy with the content consumption behavior of the youth to identify deficiencies. It brought to light the insight that the consumer exuberantly discussed celebrity gossip on social media. We recommended gossip content for Crispy, which was missing. The next strategic move was selection of the right content partner. We analytically selected the top-scoring content partner, which was derived out of a Bayesian model, which scored every potential partner basis multiple evaluation criteria. With gossip served on a platter on Crispy, MEUs started increasing exponentially. Yet, stickiness was still a concern. That's when we created a video recommendations and personalization algorithm that served content based on individual consumers' taste and preferences, not generic content. The algorithm rested on the fundamental method