 So if you think about just the context of what these young people are living through, India is invincible forever. You know, this has been the promise of India. I remember I was just out of college and we were one of the four nations that was supposed to really lead the world into the next century. It's not kind of panned out that way quite quite the way we expected it to. But you know, we're in a situation today where India is the world's third largest economy. We're the fastest growing large economy. And you think of all of the things that are happening geopolitically. We still fairly optimistic as a country about what the future holds for us. We're third on the on the startup nations index and we've produced Billionaires by by the hundreds now. Right. So it's a it's a really, really interesting and promising time to be young in India. And if you think about just the digital ecosystem, I don't need to talk to you guys about that. But just to flash the slide so that you guys understand, I've done a little bit of homework on this. If you think about just the scale of what the digital audience in India represents, we talk about more than 170 million users on the Internet and they're spending in excess of seven hours. Right. And as you think about the screen ages, I also felt so just keep moving. Yeah, I also felt the term screen ages was a little inappropriate. It was a term I first heard when I was working in Adidas in 2005. And our CEO in Adidas back in the day used to describe us as digital versions, right? So a term which was literally 17 years back used to describe people like myself doesn't seem as appropriate for a generation that's literally born in the digital age. And so as I kind of went through a bit of research, you know, I bumped into this word called true Gen. It's not a new word. It's it's something that was used by Hemingway back in the first world war. And it represents really meaningful intelligence vis-a-vis gossip, vis-a-vis hearsay. And I think if you look at what the true Gen really represent, it seems to be a very appropriate description of what this generation of youngsters is really about. So yeah, so we say hello to true Gen and I'm going to share with you a few of my take on what true Gen really represents. You know, the fact that youth really influence in deep ways, society, culture, politics in deep ways is not new. It's happened generation after generation. So what really makes these youngsters different? Why are they being called true Gen when, you know, our generations were called X, Y and whatever? It's because what they have in their hands is the power of the Internet. You know, as a kid, my biggest dream as a school kid was to buy the 24 set encyclopedia. Right. That was my ultimate dream. That kind of knowledge is today available on the palm of your hands, right? And to kind of have access to that information, that knowledge is what really transforms how these young kids behave and interact with the world around them. So what I have for you in the next 11 minutes now is what I feel are the five distinct features of how this generation behave. And the first one is they're obviously hypercognitive. Just to call it over here, I've borrowed heavily from an Instagram handle of a young artist. I've given her credit. She doesn't know I'm using her pictures, but there are some really, really amazing pieces of art that really describe her generation in such a beautiful way. So the first thing is really they're hypercognitive. They kind of are getting information from all kinds of sources. And you know, imagine you being a young kid having to deal with all kinds of inputs in terms of how society is evolving and changing, pressures, peer pressure, parental pressure, education career. And so these guys are essentially dealing with a whole lot of information and kind of churning it in their minds real time. The other one, which is really unique is their identity nomads. I think when you look at the previous generations, you kind of stuck to a set definition of what you stood for or what you wanted to be or what you think or what you thought you were kind of pursuing. What's unique about the younger generation today or this generation today is they they kind of experiment with their identities. They might be students in the morning, but they go out for a meal. Suddenly they're an influencer. Their influence base might only be a few hundred people, but they're suddenly becoming photographers move to the evening. They might be pursuing music or whatever. So they basically kind of really experimenting with what their true, what the true best versions of themselves is. And that makes them really interesting because brands then can kind of really talk to them and relate to them in different, many different ways. The third thing I just have a couple of just go down a slide. If you just kind of look at the scale of what this has meant, I've just got one example to kind of share with you guys. If you just look at the scale of the creative community today, there are over two hundred and forty thousand content creators. I believe there are about forty thousand content creators in India who have more than a hundred thousand followers. They're delivering five point two billion unique video views in a month, right? And the scale of this creator economy is about 6,800 crores. So if you think about it, this is no longer a side hustle. This is really mainstream and this is deeply impacting the way young kids, of course, are buying and shopping, but also about how cultures be influenced in deep ways. If you move on, this is a generation to use a term that they use. This is also a generation that's woke. And what that really means is they have a very powerful point of view. And this point of view is something that they aren't shy from sharing where they share this could be from WhatsApp to Twitter to Instagram, wherever it might be. But this is a generation that's ready to kind of offend if that's what it means. So they aren't really kind of shy of expressing themselves. But what's really important is this isn't just about kind of making someone feel offended or whatever. This is about expressing a point of view in a very powerful way. If you again kind of go back a few decades, when there was a coup in a country, in a banana republic, the way the army would take over the countries, they would kind of go to the TV station, they would take over the radio stations. And that's what represented power. If you look at what the current generation's got, you have a thought, you have a point of view. You just open an app and you put it out there and you suddenly have a bunch of like-minded people really kind of coming together. And the way this is kind of shown up is, of course, them taking to the streets. And again, I haven't put pictures that are kind of politically motivated because I kind of wanted to kind of keep away from having a political leaning in this in this conversation. But think of all of the things that have happened in the last three or four years. You know, I back in 2019, when there were a few questionable decisions kind of being put out in the world, I was so glad that we had the young people of our country taking the streets to express a point of view and standing behind what they believed to be true. So it's really an amazing generation from that standpoint, point of view. Moving on, it's also uniquely a generation that's self-immersed, self-obsessive that isn't shy from kind of spending money on themselves and kind of expressing their individuality. And one of the very unique ways in which this kind of shows up is this notion of sneaker culture. I worked in Adidas and I remember back in 2015, when we started launching the Yeezys in India, they used to cost 23,000 rupees a pop. And I remember we got seven pairs down in India that year in that year because I couldn't believe there would be more than seven, maybe eight people who would spend 23,000 rupees on a pair of shoes. But you cut to today in 2020 to the website, the Adidas website literally crashes every time there's a Yeezy release because there are kids chasing this product, right? So it's really an amazing transformation of kids really wanting to kind of spend on either borrowing on identity or just kind of backing themselves to being who they are. Moving on, so if you go to the next slide, please, yeah. And so what all of this kind of really has meant is this is also a generation that's extremely anxious. Now, if you think about it, they're worried about their careers. They're worried about peer pressure. This is also a generation that is pursuing success in many different ways. This whole notion of being woke, this whole notion of being in touch with who you are puts a tremendous amount of pressure on young minds. And again, being an ender, we don't really kind of spend too much time on thinking about anxiety or depression, etc. But this is also a generation that puts an extreme amount of pressure on themselves in representing their true selves to the world around them. And imagine like every picture that you put out is literally asking for a judgment on how you think and how you feel and how you dress up. So this is also a generation that's extremely anxious. And we'll see how that kind of resolve itself for a period of time. But this is something which is very, very real as well. So what does this really mean? I mean, all of you guys are marketers here and you've not come here to kind of listen to me talk about something which you can Google. But really, I think I wanted to kind of share my perspective on what this means for brands and how did this play out? So if you look at it, you know, one of the big challenges I think for our time now is we've all lend lean very heavily on digital media in the last few years. And I think there is there is increasingly a sense of frustration with how digital media and just digital platforms behave and kind of the news that they put out. And this is this is something from no, no, just stay on that slide, sir. And this is something from the MTV Atman Nibbherj study earlier last year. And it really tells you about the the overall decline in interest and trust on digital platforms. And that's worrying because maybe at a level what this means is young people are moving away from social platforms away. We moved away from news channels, right? So it's a it's a it's an interesting challenge for all of us to really wrap our arms around and wrestle to the ground because this could again kind of, you know, put a very powerful medium really low in the pecking order of trust. Moving on. And so this is this is what it eventually translates into. People are putting up ad blockers. They're kind of, you know, putting that basically putting a of a palm out, saying, no, no, this is this is this is advertising. Don't talk to me like this. I am not I'm not silly. I'm not foolish. I'm not going to believe every single thing that you tell me. And so what this kind of translates into then. So you have to just go a little faster. Yeah. So what they what they really want, right? And I think the one line summary of this slide really is they want authenticity from brands. What they want is a believable storyline. What they want is not advertising, but for brands to live what they say, right? And so as as things kind of evolve, as the role of media evolves, and I think the people who are on this panel just before me spoke about the role that influences will increasingly pay. I think it's important for us to also evolve in the way we kind of relate to the to the true Gen. So what is this? What is this true Gen really about? I mean, they are relying ever increasingly on on content which is broadcast on OTT platforms. I don't know how many of you are from the OTT platform world, but that really is the go to destination for young kids, right? It's it's it's the reason because it's it's believable. They trust creators and it's a point of view that they feel is not being pushed to them, but it's being kind of being more relatively told. So so what exactly is the marketing imperative? I'm going to hurry through because it's three minutes for my for my session. But so what's the imperative for us from a marketing standpoint? I think the number one is draw them in, stop annoying them with content that they don't want to kind of see, create stuff which is interesting, create magical work that they kind of really can kind of lean into, collaborate with with with like-minded brands, with like-minded influencers, with like-minded initiatives so that they can relate to your brand stories. Third would be to kind of simply tap into the passion. It's the oldest formula in the marketing playbook, but one which is increasingly as relevant as anything else. And lastly, always be authentic, be true to what you stand for and live that promise consistently. I have a few examples of brands that do this really, really well. And pardon me for kind of boring examples from brands that I've worked in the past, but it's baggage that you carry throughout your life, right? The first example is Adidas Pali. I don't know if you guys have heard of this, but, you know, the younger generation cares deeply about the environment, cares deeply about climate change, cares deeply about environmental issues. And what Adidas has done is brilliant, amazing and just so right. They actually use ocean plastic to create products. And this is action which is not just about advertising. What they also do is, and this is the next picture is actually from Bombay, they actually work with local NGOs in cleaning up beaches. So you not only have like a macro view of saying, we're going to create products with plastic, it just doesn't end there. The brand also locally works in making a difference culturally, locally, right? And the plastic that they kind of get from these beaches is shunted to a factory that recreates this plastic into fabrics, which is then kind of created into a parallel, which you guys then buy. So an amazing end-to-end storyline that Adidas does. The next example is actually a brand that deeply resonates with me. It's not in India yet, but the brand is Patagonia. And they actually actively encourage you not to buy their products. And it's not to say that you shouldn't buy their products, it's more about do not buy a Patagonia product if you already have one. Don't fall for this storyline of you need something new just because it's a new year. It's about if you have something from Patagonia and if you can repair it, we actually have a corner in our store, we can fix your zippers in your jacket, we can fix the show that you bought with us. We don't want you to buy more, we want you to live sustainably. And the last example is from OPPO. I work there and I think this example is simply about how can we as a tech company give back to the environment? And so our tech team, our engineering teams, been really working hard in bringing together a proposition that not only makes sense from a product KSP or USP standpoint, where instead of the usual 800 charging cycles that most smartphones live up to, we actually build products that answer to a 1600 charge cycle expectation. And so what that translates into is your phone battery is going to be good as new for four years and that is a small step that we as OPPO have taken in kind of making sure that we as a brand live in a sustainable way and kind of practice what I'm preaching here. So yeah, that's that. I am in time. Anything that you don't want to kind of talk about. We have 60 seconds. Any questions can go to the last slide. I've put a nice looking logo there. No. All right. Cool. Thank you, sir. Thank you.