 Hello and welcome to exchangeformedia.com with me. Today is Mr. Josie Paul, the chief river officer of BVDO and he will explain to you what it means to be the chief river officer. Josie, welcome and let's, you just spoke about you know how the designations should be on rivers etc. Can you explain the idea to our viewers? Yeah. Hi, I was in this session and I suddenly had this idea that if we break down all designations then you can change the hierarchy of the world and create beautiful new things because then people won't follow the past they will look for the future and one way to do that is to be a little more fluid about how you work and how you interact with people and what greater inspiration for fluidity than rivers. So I thought why not we give ourselves new designations named after rivers so that suddenly if I'm called Brahmaputra then I associate myself with that river and everything that happens in that river belongs to me. That river becomes my mother right and now when I want to meet another river it's like a Ganga Jamuna ka Sangam. Now Sangam is where all energy lies so isn't that a beautiful way to create new things that for me is the future. Josie I want to submit some this interview with three challenges that you feel the creative world is facing right now. I think that's a great point. The first thing is really talent on how to manage the new world with talent that responds to the new world challenges. The second is how can we rearrange our structure so that it becomes a lot more resonant with where the world is going and third is how do we work with new technologies so that our work shines for a younger generation. So much for talking to us. Thanks a lot.