 If at the start of the decade, if I would have told you that digital is taking over, it would have definitely been controversial. But now it's happening. If you read the recent e-marketing report, an average Indian spends around 1 hour and 13 minutes on the digital interface, and that is expected to grow at least 2.8 times faster than the traditional conventional media. If you read the BCG report, which talks about that consumers, 50% of the consumers are going to walk into the digital revolution from the rural markets, which means the disruption is happening all across the geographies. So therefore, as business owners and marketeers, we have to make sure that digital becomes an integrated strategy in our day-to-day operations when we reach out to the consumers.