 Good evening, everyone. First of all, thanks to Exchange for Media and Raq for inviting me here. And I must say that I have two challenges before me. But before I start, I want to ask how many people know what is Fidelike? Because I represent Fidelike and I had marketing there. So can I have a raise of thanks? How many of you know the company Fidelike? I can say half. How many of you know Fevicol? All. How many of you know Fevicwit? All. So and Fitbit, right? So I represent that company and the two challenges that I have in front of me is that A is the fag end of the day that I am talking to you and you are tired and very difficult to hold your interest. And second is throughout the day you have had a range of eclectic speakers right from political arena to comedy and entertainers. So and I will be speaking from marketing perspective. I am in a hall with a room full of communication experts. But what I am going to tell you in next 10 to 15 minutes is all from the length of a market year and when we are dealing of communications and PR, marketing perspective. The topic is very simple how technology is reshaping the future of communication. It seems very simple. So I am not here to tell you what you should use to communicate with technology. I think you know it. You know about social media. You know about videos. You know about digital mediums. You know about artificial intelligence. What I will do is I will talk to you from a marketing perspective how consumers are changing because in PR and communications you are doing PR and communications for business and brands. So you must recognize that how consumers are changing and how communication should change keeping in mind how the consumer has changed. That is all what I am going to talk about and I will tell you just three or four things that how we should change our comps and PR approach when we approach PR and comps of brand in the changing time. So quickly what are the key or three or four key changes which we are seeing in consumer. One I think you know that digitization and social media has changed the way consumer thinks, the way consumer buys, the way consumer shops, the way consumer interacts with brands, the way consumer interacts with companies. That has changed everything right. I think I do not need to belabor the point. The second thing is the number of touch points through which you can reach to consumer has really really multiplied. For market years it is not just about you know the point of purchase, the point of consumption or television. It is social media, it is it is when he is traveling in metro, she is traveling in metro or she is in a mall. The touch points are multiple and touch points are 24 by 7. Third point is a key point and this is specially true of a younger generation you know. Younger generation and consumers are trusting brands and companies less and less right. They do not believe brands, they believe their peers more, they believe their friends more, they believe social media more and brands are recognizing that. That is a key change and that that should lead to a change in our communication approach to them. They are skeptical of government, they are skeptical of companies, they are skeptical of brands. Last but not the least is a key thing called emergence of influencers. Gone are the days when you could influence a consumer through a big heavy GRP advertising or a celebrity. You cannot do that. Consumers actually are getting influenced by what we call micro influencers. We know about them, they exist in Facebook, they exist in Instagram, they exist in YouTube and their advice is taken very very seriously. So, how we should change with this consumer? How we should communicate with this consumer? What are the things we should keep in mind and how communication they change in the coming times with these brands? Three or four things. First of all, from push we will have to go to pull advertising. Very simple thought here. Consumers actually are getting informed by social media more, getting entertained by social media more. All that they are doing is less. They are trusting brands less and less. They are trusting companies less and less. So, and consumers have also built what I call filter bubbles around them. You know that when you go to a website, when you go to an app, when you subscribe to any service on digital media, you put your filter what you want, what information you want, what news you want to see, you see it in Google, you see it in Facebook. So, you are building filters around them. Then there are algorithms of all these apps. And then there are ad blockers. So, through these things, a consumer creates a filter bubble around them. You have to burst through them. And these consumers, if you do push content, they don't appreciate it. They are indifferent to push content. They don't like push ads. So, this we have to really, really understand that today's consumer is not liking and is indifferent to push communication. It is all about full communication. You have to get consumer interested in your brand and your business by learning to see what they are interested in. If you are selling, for example, a personal care brand can have to be interested in what are they interested in terms of care, how they look, how they behave. I will give you one example from my own company, we sell favorite colors. Now, just telling them about the colors, properties and colors and the radiance is not going to suffice. I have to be interested in why they are doing arts? Why should children do craft? And how changes their life? Unless I have a conversation with them about these things, they will not be interested. So, future is about full content and less of push content. Second, I think many speakers have spoken about it and I am going to state in a different way, from time lag communications, we are going to go to real time communication. And I think this is partly true, but we have to be more and more cognizant. Now, this is more true in terms of prices, but it is lot true in for service brands and brands like durable, where after sales experience is very, very important. What it means is that you have to be very, very digitally savvy to know what is the conversation going around your brand. So, you have to have social media listening. If you are a brand which is engaging with young audience, if you are a brand which has multiple touch points, which is service component, you have to be listening to consumers gain and day out. And you have to see what is the emotion and what is the temperature of the conversation. Is it negative? Is it positive? Is it neutral? But the critical thing is that who is responding to this conversation, just listening to this conversation is not enough. So, you have to have people in your company or agency to listen to them respond. So, you have to have the tools to respond and you have to have the right people in the organization and the structures to respond. That is very, very important. And mitigation of negative, when people write negatively about the brand and they will do, there are all kinds of people. The comments will come about your brand, which will be negative or positive. It has to be empathetic. I will show you two examples how brands can also respond in real time to build brand in a positive fashion, in a positive way. But the brand has to be very, very quick on response and empathetic. So, for Fevicol, when Game of Thrones was happening, there was this whole talk about elephants. So, we did this post, I wanted those elephants, sorry, I think those of you who were GOT most of you will realize and this became very, very popular in no time and within minutes it was trending. If we had not responded in real time to the trend, the brand would not have been built. I will give you one more example. So, Narcissina recently had her luggage broken and she tweeted about it and she tagged Indigo. We were there, many brands responded, some negatively, some positively. We responded simply by saying, Now, this got us very high level of positive response from consumers and marketers alike. But for to do this kind of marketing, this is the kind of real time marketing which marketers need to do. Then only we can communicate with the consumers who are real time in today's day and age. Third things, it will move from, the communication will move from a simple 30 second TV series, I think Avinash Kalt spoke about it in the morning. Two, you have to engage with multiple micro instances. I will give you one simple example. I was at FMCG some day for yesterday in Mumbai and I learned there that there is an audio headphone brand called Boat. It is a 500 rupees brand. 500 rupees brand, you would not have seen any advertising. It is built only through digital medium. So, today's scalable brands, big brands can be built with audiences only through digital medium and micro influencers. And there are many of you in the room who are very, very young, unlike me, who actually believe these influences far more. So, job of the marketing and the comms people like you in the room is to ensure that we cultivate these micro influencers, we give them the right information about the brand and we get them to engage with the brand and write about the brand. That is the communication that we need to do, not a big push advertising all the time. Okay. This is one example of what we are doing on Instagram for fabrical colors. Now, those of you do art and crafts, you will know that art and crafts is actually pushed by hobby teachers, hobby classes, right? But there are people in this field who have huge following. We engage with all these people to create different kind of content, different kind of art. And our Instagram page and our Facebook page is a very active place where all these macro influencers are engaging with my, my consumer, right? But I am catalyzing this on my social media. This is the communication we should do and we are doing for fabrical. And this is what brand should do. It is not one push advertising. It is engaging with the macro influencers. But I have to say that engaging with micro influencers doesn't mean that choosing 30, 50 micro influencers, paying them money off court and giving them a press release. There are times when I have seen on my Twitter handle, so I wouldn't name the brand. This is a brand and all the micro influencers are tweeting, but everyone is tweeting the same four lines. Now, that is not micro influencer marketing, which means you give the peer release to micro influencers, everybody out of fear laziness is tweeting the same thing. You would disengage with your consumers if you do that rather than engagement. And last but not the least, I think I don't want to belabor the point for content. And I'll give an example here. I think it has been spoken about brand need to tell stories more than advertising and talk about testing, sorry, something that yes, this is what I am. This is what I do. Brand should reflect popular culture. I'll give you an example here. I'll show you a visual. The key is the fact is that consumers will engage with content around the brand and less with the advertising. Brand has to have to tell stories and use a generated content. This is a very, very tired point everyone is making, but I'll illustrate that in a minute. The third point which I want to make is that the boundaries between events and content is blurring, whether it is Red Bull, whether it is other brands, brands are doing events for PR and PR is being done for two events. So the boundaries of blood completely between PR and marketing. So if you take, for example, and third, I'll just go here. How many of you have seen this ad, SOFA ad, right? SOFA ad you have all seen, it's a very popular ad. Here we are not talking about SOFA, we are telling story of SOFA. And this ad we shared on the OTT platform as a content. So we called it 1959 love story. It has no connection with Pericole ad. If it has no connection with SOFA and you put it on Hotstar, you put it on V5, you put it on many OTT channels, it got used to action. I can tell you the numbers. We got fantastic response. This is one example of storytelling and how you can actually have good content. Second example right now, we're running a campaign on Twitter for user generated ads for Pericole. It is getting fantastic responses. Two weeks in the campaign, we have got 4000 entries already for Pericole ads. So people will create ads on Pericole. This is how we engage. I'm taking just one example from my previous company where I used to work on Philips. If you are marketing serious product, let's say we were marketing healthcare equipment for hospital to hospital. There, the content is about providing to influence the knowledge. For example, if I'm selling MRI machines and X-ray machines to surgeons and neurosurgeons and doctors, then my content to them is not this kind of cervical content. It was about white papers and knowledge about their industry. We really appreciate it. The LinkedIn pages of these ads is full of content and knowledge about that subject. That is many influences. We'll talk about your brand recommend to others. Last but not the least, the point I want to make is the future because technology is happening like that is it will move to audience-based programming. What is audience-based programming? Very simple. I've spoken about filter bubbles, bursting the filter bubbles and going to pull level content. But the key point here is this. Consumers want to talk about their life, careers, relationship, brand, technology, film, social responsibility, now plastic, PAA, all this kind of thing. NRC, which you spoke about. They don't want to talk about brand message and announcement. In this conversation, if you push your brand message and announcement, they'll be very, very indifferent. So what do brand needs to do actually? Because the volume of conversation actually is higher here. If you do your push messaging here, you will get very low volume and you'll get very low engagement. The key is for brand to actually own up some relevant subjects around consumer life or your target audience life. First talk about those subjects and then later link it to your brand. But don't be in a rush to first plugging your brand message. If you do that to influencers, then I think you will get a very, very indifferent response. So it will all move in the future to 80 pull and 20 push is what I think and it will move from post to narratives. The last point is for people like me who have worked in the industry for around three decades, there was a time when marketing and PR was separate. So we used to say PR is do product launches, this is the press release, okay. PR is not about that. PR is not about writing press releases. That time some of my learned PR colleagues used to tell me PR is about actually placing your content in such a medium that they get favorable response. So bono placement in newspaper, in magazines, people trust them more. What are we doing now 20 years hence? We are doing influencer marketing. What PR was saying, how to reach to your consumers and influence them by placing them in credible mediums. We're doing now with the help of digital mediums. Just a moment. So from marketing and PR being separate, PR is actually right come in the center of marketing. And I think we should be very proud of that. I want to end with this and thank you very much.