 Thank you so much. So before we proceed further, I would say that I really enjoyed this panel that happened before and As we have heard a lot of you know words today, which we have been practicing every day though, which is CDP data technology, etc I think it's great that we also have Advertisers with us to share with us in terms of insights and experience that they hold from a brand's perspective But before we move further forward There was one sentence that echoed the room right which was programmatic gets you cheaper inventory Right, which was a statement long ago But now a fact which stays that and in fact the panel is all about programmatic a game changer So we have come a long way in a very short time and I think that's the power of programmatic which we all will be unleashing today So while we're talking about programmatic beams being such a game changer We know that even digital advertising has been an ever-evolving state and we all are working into it So we know at the pace at which it is moving forward, right? So especially post-pandemic we have seen advertisers and all marketeers They're finding it more and more ways to reach out to their audiences more advanced ways and with digital marketing moving heavily towards programmatic Even brands are changing their strategies and that to a very fast pace, right? So let's just understand like, you know, what are the Advanced strategies that our brands are focusing on that they're developing on and let's open the discussion with our first question for today Which is for mirror notion? For you so at the time of maximizing the most from programmatic advertising strategy We have been hearing a lot on having an omni-channel campaign approach. So what is your take on it? Yeah, thanks for the question. So I'm going to actually go back and give a reference to Hollywood, okay So you've you've seen kind of movies of the future, etc One such movie that comes to my mind is Dune. I don't know if you guys have seen it in the audience Okay, Dune actually is a award-winning Academy award-winning film and it talks about future of the human generation and Actually, if you see the movie it actually goes back to basics, you know So there is a mix of a lot of physical. I mean there are queens There are kings. There are people with magical powers and then there is a lot of digitalization as well so There is there was a lot of discussion which I which I heard about programmatic and and a lot of things but I Firmly believe that the fundamentals of marketing do not change. You know Kotler Has been the king of marketing will be the king of marketing and will continue to be the king of marketing even in the future Now when Kotler wrote Kotler The the book of marketing. I mean there wasn't a lot of digital marketing There was a lot of stuff which he spoke about targeting positioning Which he spoke about identifying your audience as well. I Think those things do not change The basics do not change. I think to a large extent a lot of people in Digital marketing and in programmatic, etc kind of to a large extent give a lot of importance to The entire digital world. It's almost as if everyone is just living a digital world You know, we are we are not living a digital world, right? I mean we are we are having a panel discussion I mean we could have actually had this on zoom or we could have had it on teams You know had it been digital the fact remains that we are having this discussion physically is because we want to meet physically Now those things do not change And will never change even going ahead in the future So if anyone feels that, you know, we're gonna live in a digital world going ahead in the future. I think is It's really mistaken. You know really needs help So omni-channel is something which is obvious And I think an omni-channel experience for the consumer is is absolutely obvious The person cannot live a digital life all his life, you know So you could do a great amount of things in programmatic, you know There are so many trends that are moving towards programmatic with respect to, you know Moving from OH to a digital OH You know with respect to a lot of bots and AI doing a lot of things with respect to programmatic, you know there are things which are with respect to a More personalization to a more relevance kind of for targeting That my friend actually from the mark does and he's got a very strong point of view with respect to personalization versus relevance You know with respect to targeting So there are a lot of things that we do with respect to that but the basics remain that you know The consumer wants to see the ad when he is most Vulnerable to seeing the ad when he wants to see the ad he gets really disturbed When he does not want to see it because he sees it sees it as an intrusion to privacy You know that that's something that programmatic often is to a large extent, you know blamed for you know I often see an ad and I see that okay. There's someone, you know, who's following me There's someone who knows what I'm doing on a daily basis. I mean, this is dangerous I'm not gonna accept cookies anymore. You know, that's a very different thing. So Personalization to relevance is a very very important topic and and that is something that my friend Yes, he can really talk about, you know, who's from demarc here because he's done a lot of study on that But that is really important because you know targeting the consumer when when he wants to see relevant advertising is very important And not you know when it is personalized to him because he feels like there is an intrusion to privacy So coming back to the subject that you asked Omni-channel is something which is very very obvious so for instance and We've come from a very traditional business like we are from Godrej and boys. We are into the interior business We are into the appliances business So with respect to interior, there are things that we do like for instance We asked the consumer to actually upload the photograph of the of the furniture that he wants to buy and accordingly We'll be able to suggest him, you know, the right kind of furniture that he wants You know, so those are things that we do for instance for appliances If the consumer, you know wants a demonstration We actually give him a video demonstration of what he wants to do So those sort of things are something which are relevant and are going to be continue being relevant With respect to programmatic, I think it is very very important to understand your consumer well And that is only going to come when you are actually fly on the wall and when I'm meaning fly on the wall meaning that the consumer still Kind of moves between the physical world and the digital world He is going to go to the physical store and that is a time when very traditional fly on the wall consumer inciting Understanding the consumer well understanding who's buying it understanding. When is he buying it becomes very very important and therefore Just completely relying on bots or AI for your programmatic is not right I mean you need to understand the consumer well You need to go back to your basics and kind of alter your strategy rather than completely depending upon programmatic I heard a lot with respect to Finding out the ways in which you know, he's he's going to go and surfing history and stuff like that You know Safari has stopped cookies. What are you gonna do gonna do about it? You know and and there are a lot of other people there is an entire movement right on America which talks about you know privacy So in the future what are you gonna do about it? You know it is it is it is not going to be possible to completely rely on bots, right? So finally I had to a large extent believe that an omnichannel experience relying on the old age marketing and Understanding your consumer well altering your digital strategy and programmatic according to you know, what you want is important I'm not denying that programmatic is important I think it is very very important and I again repeat that a lot of people talk about personalization I think relevance is very important and that is a difference between relevance and personalization Because personalization is intrusion Relevance is something where you actually are deceptive to the act and therefore relevance and hyper relevance is much better than hyper personalization and I think I mean yesterday sitting in the in the group here and he can talk a lot more about it because he is knowledgeable about it and we've done a lot of projects with respect to B2B as well as B2C clients and we realized that the age-old Technique about speaking to the salesperson Speaking to the consumer becomes really really important other than you know just relying on your online data Yeah, thank you. I think I spent a lot of time But I thought you know it was important absolutely and I would I'll say I couldn't agree more especially when you say that basic stone change Right fundamentals they remain same and I think that's there the word crops up media modernization But this is not plan a or plan B. This is about where we are and where are we going with evolution? And that's where when you when you made this point, which is very relevant that it's not just about personalization But also about relevancy So when we talk about omni channel and I think that's the base is all about that. Yes digital is evolution is at evolution Programmatic is at a main gameplay, but how programmatic helps us reaching a consumer in a omni channel world Which is not just digital but also offline because consumers have not moved totally towards digital It's still the knee it's still an ecosystem where we are going to physical stores offline stores And hence how programmatic can build and push that gap for us So Nishant I would also want to understand, you know similar perspective from you and when you talk about an omni channel approach Then what is your take on it? How do you see programmatic, you know bringing that solution? Especially when we talk about physical world and digital world both of which them are interconnected for audiences So what I feel is that we need to tap the consumer journey Okay, and then accordingly understand what needs to be shown where Once you do that a very important factor that comes into the this whole Proposition is your CRM activity and where you store the data Okay, and how it is evolving over a period of time and how can you actually identify the right set of an audiences And how do you show them the right kind of a communication? Okay, obviously? searches happens on digital and Then later on the activity the finals and goal of sale mostly happens on the offline medium So it's very important to understand what you show when you show and how you show In in the right proposition in the right frame of mind Looking at his interest goal level and then accordingly targeted. Okay, so that's what I feel is and mostly when there's a Planning happening or so the attic and the martech basically needs to talk to each other Okay, it's not that people are working in isolation and it's completely fall apart You know, so this is my thought on this piece of yes only channel right now going forward I think this is the best way possible that all the market years would be taking out and in spending their monies to ensure that It's not about spending only on one part of it But obviously is the second part of it is also very important and both will continue to grow and evolve together It's not this versus that. This is what I feel right. Thank you Nishant And also I was feel that when we talk about only channel strategy clearly the answer there is that we are seeking efficiency We're seeking outcomes, right? So Nishant again Thank you for the two bits that you shared here Prabhakar this question goes to you So we know that programmatic advertising is at a ever-evolving stage and we know that traditional advertising is still a very big Chunk out there and it has to work in a rallying with each other, right? So when we are talking about driving outcomes, which is highly important and something expected from programmatic as a strategy We would want to know that when it comes to you. What do you see? You know programmatic driving as a business result for your brand Thanks Tim P for the question and thanks exchange for media team for inviting me here See, I'm not very fond of jargons, you know, so pardon me if I use them in absence of plain English Okay, so I mean Mr. Pitavala talked about Kotler. He's absolutely right. I cut my teeth on brand parachute Almost 15 16 years back, you know, then worked in Seattle tires the non-dairy Pay you the now angel one just to give an example. We are acquiring half a million customer on a monthly basis And among the most profitable listed company in our business, you know, what you call fintech with double-inverted commas, okay? So, you know, so so fundamentally, you know, talking about Kotler see we are talking about consumer decision-making process That is as basic as you can get Then the next thing is a customer journey Our customer journey is about touch points about they watching traditional media bait TV Outdoor print radio what not or what they see in digital beat on Google search social media YouTube OTT what not, right? And the third thing is funnel, right? Now when it comes to business outcome, you know And I'm heading both sales and marketing for my organization So for what matters to me is eventually like, you know, what comes out at the bottom of the funnel I mean, can I call them my customer? Can I kind of put some cost matrix to it? Can I put some revenue matrix to it? You know, that's where that's where my, you know game stops in a way, right? What I find very amusing is that even people who talk about programmatic and performance marketing are very much very off, you know Kind of linking them to certain metrics. I mean that amazes me that beats me. I Mean every time I hear that, you know, this implementation will take this many months This, you know, this stabilization will take these many months and all of that fine I mean, that's okay. I mean I I do programmatic for performance marketing I look at it in certain way we have DV 316 place We have been using it for a long time. Then we have brand marketing. I mean we partner with group ms axis, you know And we do programmatic there also Now question which comes in is that Why am I doing programmatic in the first place? You know, what role does it play? I can only answer about, you know, my sector, you know Rather than adding the guests for other sectors, you know, where the customer journey and funnel would have changed See fundamentally people are You know, I mean very curious about financial topics Sometimes they're afraid of stock market So they have queries, you know, they get exposed to the idea of investing in the stock market Maybe they do it on television. Maybe they do it on radio or maybe print But when it comes to the topic as simple as how to open a demand account, what is demand account, you know How do kind of, you know, look for different What is the blue chip stock? What do they do? I mean, they go to YouTube and search They go to Google and search. I mean it'll be surprised. They also search on MX Takata Or like, you know, other other other search platforms and they used to search in tech talk also, right? So so fundamentally what programmatic is telling me is that, you know, I mean, there are so many customer journeys possible There are so many customers within a channel. There are so many audiences possible So let me take that burden out of you, you know, rather than you planning channel wise I will take the burden out of you. I understand the audience is this channel I understand, you know, what kind of messaging will work I will take care of the dynamic dynamic creative optimization and all of that and I will do it for you in the background My trouble starts, you know, when You know, I have to choose one platform to another and both are black boxes and none of them are allowing me to kind of, you know You know, I mean, I mean make them accountable for certain metrics, right? So, I mean, that's a long story. I'll cover it during the rest of the panel discussion Fundamentally to my mind I think programmatic is very very important You need to experiment with a platform sometime like just having faith in the team behind it Or sometimes if the partner is allowing you to kind of experiment, they are subsidizing certain cost They're willing to run a pilot with you and all of that I think that's the way you can figure out that, you know How the traditional and programmatic can come together to bring the business outcomes you like I mean, I'm very happy the way we have grown up from a 50,000 account opening per month two years two and half years back to half a million that we are doing now So I believe we have got something right choosing the right channel choosing the right proportion of lower funnel pure performance marketing vis-a-vis programmatic Thanks. Thank you Prabhakar. Thank you. And I would say when you say that apart from programmatic What is a DMAT account? I think that scares many more than any of the programmatic jargons But yes, I really love the fact when you talk about programmatic and performance And I think that is one thing which I hear from almost all advertisers because that goes hand-in-hand when you talk about programmatic What is the performance are we getting? So Nishan similarly on the same lines. Let's talk about it When we talk about outcomes, there's this word performance, right, which has to be there So an industry has evolved way too much for us to understand that performance is also beyond just a lower funnel And it has many meanings and forms around it So we would want to understand from you especially that when you look at performance How do you define that especially with the background that you have on AI and you know? AI can do one this to you if you only have your matrix right around all the funnels that you're planning for What's what's your take on that? It's a nice question and you know over a period of time. We have been just hovering around performances as leads Now it's good that market is these days are moving beyond leads and trying to understand what better Capabilities programmatic can bring to the system. Okay in terms of the reach in terms of the frequency in terms of the cost-benefit analysis In terms of the visits So these are certain funnels that the market is should be look taking into consideration and are taking into consideration Than only the last funnel which is leads Okay, so if you if you actually spend some bit of it more on your top and medium funnel Obviously, I feel that you know your last funnel will accordingly give you the best results Okay, but if you these in today's I see there are a lot many new companies or the fintech companies who come on board It starts with the lower funnel The pyramid cannot be toxic to me, right? You need to do the right things to reap benefits Okay, so you spend on some bit of branding give some bit of time Let users understand what the product is all about and then the whole journey then over a period of time Using programmatic as a proposition You will be able to see that you know your results are far more better effective than just doing a lead generation campaign Okay, the consumers whom you basically acquire doing programmatic Will stay for a longer duration of time rather than using any of the other channels just to drive leads Okay, it could be a fleets or it could be anything else. Okay, so that is what I feel you know When whenever like we go for sales and we we make the client understand that you know being into programmatic ecosystem You need to give some bit of time. Okay a minimum of three to four months for for the platform to gain Certain data points basis, which we can actually then be able to understand create look alike of those audiences and make the reach Far more efficient and better. Okay, and basis that I will be able to drive results post Around three four months down the line, you know, but if it ran says from day one, you know So they have to be a bit more patient if they have to use Performance in programmatic. Otherwise, there are multiple ways to you know drive leads from day one Okay That's what I feel about right. Thank you And I think that's that's a great insight especially when you talk about data Right that you have to look and analyze your data says that you have at your hand but I would also say that when we talk about performance marketing especially today and or programmatic driving performance It cannot be just inventories or just data. It's a it's a whole suite right there, right? So when we talk about even bottom funnel or top funnel, we know that there are many elements Especially creative data technology all has to come together to build that perfect picture for you or even, you know Get you closer to your outcomes. So may I know I would really want to understand from you Especially when you're working in a such a big portfolio, right? For you challenges not just about having one strategy, right? But having customized strategy for each brand that to across the pillars, which is the important and the key So how would you define at looking at, you know driving performance for your brand? Especially when you look at data creative tech all of it together So Dimpi, I want you to ask I wanted to ask you this question How many times have you actually been spooked by the way in which you have got messaging online? Have you been spooked often in would you talk to your friends that? These guys know this thing about me. These guys know that I've traveled to this place yesterday Have you been spooked? So honestly if you're asked ask me this question a decade ago Yes, many times, but yes because I'm into this so I understand how it's outworks, but my friends and family. Yes, they do Yeah, so a lot of people actually get spooked by the way in which Programmatic works right and that actually brings me back to the point with respect to personalization versus relevance So you you spoke about creative it is very very important That the messaging that you are actually giving to the consumer when you are using programmatic is appropriate And it doesn't spoke the consumer like for instance if he's if he's chatted or if he's if he's put on Facebook about something And immediately he gets to get some message saying that you know You you wanted this and you know your it is Memberships, you know so that really spooks the consumer and and it it spooks a lot of people and it says that hey You know what am I doing and these guys have have all my data so it's it's kind of a dichotomy and a lot of people feel that programmatic with respect to AI with respect to a lot of things Is going to be able to work well if you're going to use better AI and stuff like that It's going to work well in the US right now. There is a lot of use of for DOH You know that is digital out of home It's not yet come into India, but it will soon come into India very soon So it is it is very important to use the right kind of data and the right kind of messaging and therefore Creativity becomes very very important And therefore as I said that human intervention becomes very important So it is very important to evaluate your creative on a time-to-time basis with respect to who it is exposed to What is the cohort to which it is exposed to you know You need to identify the cohort and accordingly your your creative needs to change on a regular basis with respect to who is most receptive to it and It should be designed in such a way that you are actually telling a story Like for instance in traditional advertising a lot of people say that you know you need to say a story That connects to the consumer. It is the same in the digital world as well we often forget that and We kind of send the messaging which kind of spooks the consumer and That is not the way in which the advertising needs to be done So as I said that the principles of advertising the principles of creativity, they all remain the same As you do with respect to your offline audience and you make sure that your creative is something that connects with the audience very well You need to do the same with respect to your online audience as well And that is something that is that is very very important is is what I feel yeah So I can clearly see that one message that is coming out very well here Is that no matter what kind of data tech you have at hand? What's important is the decision that you take right? How much relevance can you bring out of it? And I think that makes total sense because especially when you talk about hyper-personalization or connecting with audiences that is it is all about that your consumer has to get an impact with your campaign And that can only come when you think about relevance, which is for them not just for your strategy Yeah, I just wanted to add one more thing with your permission dimpy So right now if you were to look at the 25 years old, you know, they consume at least three sort of media I know at least three, you know, so they would actually go on the OTT platform They would perhaps read The digital newspaper or or they would see the TV So you're even your advertising needs to be consistent across all of these three because they're consuming media the Millenials right now at least consume more than three media right now It is it is different from what it was earlier and therefore the relevance of your communication becomes even more important Right, absolutely. And I think that is where the term comes from which is hyper-personalization That is not about one creative one messaging ten media channels. It's about understanding the mindset your user has I just want to clarify. I don't believe in hyper-personalization. I believe in hyper-relevance Relevance which is hyper-personalization is is a is a term which is to a large extent abused by digital marketeers It is hyper-relevance, which is important hyper-personalization spooks the consumer Yeah, it's hyper-relevance, which becomes more important. That is a trend which is emerging even if you were to look at the latest digital Programmatic advertising in the US people are moving away from hyper-personalization Which used to be the trend earlier to hyper-relevance right now. Yeah, right? I clearly understand it's like audience saying that don't bother me more I saw your ad thrice on three channels. I converted now leave me alone, please Yeah, but great insight But I would also want to understand similar from Prabhakar now Prabhakar when we talk about so mr. Pitavala does not believe in hyper-personalization But I'm sure do you have a little different take on this right and we would and the panel is all about Understanding your expertise your insights your take on it. So what's your take on it when we talk about? Creativity, how do you see creativity? Especially being in a category which is so different from anybody else, right? FinTech remains a challenging category, especially when you talk about terms like DMAT to an audiences We're looking at scale to conversions. So it's not just conversion for you But also educating them at the same time. So how do you look at creativity in this industry? Thank you, I mean just Taking it on after mr. Pitavala On this see for me, you know, I mean advertising if you look at it. No, it's a very very simple I mean I heard the definition somewhere when I was like one decade old in my Profession they say advertising is advert attention My love dhyan Bhatkana, that's advertising Now question is customer says take a dhyan Bhatkanya. Yeah, just make it worth my while You know entertain me educate me make me laugh make me cry make me do anything, right? So question is whether you call it a personalization or relevance, you know to me I mean, what's the point of personalization if it's there is no relevance? I mean for me. I mean they are Equivalent, you know, I just can't show my name like, you know PT Smile You're become a multimillionaire after buying this talk. I mean, that's not personalization for me, right? I mean, I want to become a multi-millionaire. I mean everybody wants to but is there something else you want You can talk to me about no, that's that's what I need to see. See, I mean, I'm not very negative on programmatic Let me Say it like this. So performance in programmatic, you know, that's possible. Let's measure it There's a way to measure it Programmatic for brand funnel, even that's a possibility There's a long tail now I mean, I was telling somebody that when I used to review TV planning or large media planning in past It used to be very easy decision Today my team comes with a long tail of OTT platform video publishing platform and whatnot platform and everything will have a 15 lakh 20 lakhs kind of budget But when I edit up, this will be one and a half two crores for a single campaign, you know And then of course, I'm spending a lot on on bigger media as well So my trouble is that in how do I go in depth of all these because I do not understand for many of these thing I'm not even an audience, you know for augmented reality what people are liking in snapchat or, you know Somewhere else. I mean, it's very difficult for me to but yet I have to make a decision Because fundamentally as a sales and marketing head if I'm approving this media plan tomorrow business doesn't happen I cannot go and tell my CEO that, you know, you have to be patient, right? I mean, I will lose my job after two months, right? So fundamentally I have to and I'll just tell my team that, you know, I mean in any campaign In the sense one thing you can make great case studies Win big awards and no disrespect to any award by the way But there are something which really work. Those are like basic, you know, basic staple for you So this is a basic understanding. Now coming back to creativity. See creativity for me can happen at scale But for that to happen at scale, you need to really, really understand at least the major personas I mean, you can do then permutation combination of those personas and can talk to millions of, you know, individual Customary that sense but creativity at scale. I mean, that's that's the challenge and there are a lot of examples now, you know, I think Shah Rukh Khan and Cadbury's ad everybody talks about, you know, I mean, that's an amazing thing I mean, you really understood what that SME segment want, you know What Shah Rukh Khan brings to the table and what technology can do So I think and creativity and and almost a decade back people used to talk about old spice, you know Old spice actually, you know made interesting You know kind of, you know campaign and you know, just personalize it together and you know gave a very customized kind of reply So those things are very much a possibility and creativity is where we thrive fundamentally. I mean We are humans, you know, our emotions matter whether even in better words, they matter forget about the real Real place. So, I mean, this is where we need to put a lot of hard work and The fundamentals do not change. You have more better tools now earlier after a steam engine today is a bullet train But they have to take you from point A to point B, you know, I mean, you cannot change that Similarly, when you didn't have a programmatic that that that that time also we were doing business. Now there is a programmatic We have to do business. We have to shy away from the jargons At least the people who are responsible for business at the same time engage Because if there is a better tool and it can bring more value to your competition if they adopted back before you I think then you are doing a net disservice to your business. So have a healthy You know kind of Disrespect or suspicion but engage experiment and conclude. So, I mean, that's how I would look at creativity Personalization relevance in that respect. Thank you. I think I really like the fact when you say that, you know Of course challenge what you have in front of you but still invest into it and do your pilot campaigns do your test campaigns and then take the learnings out and You know great insights coming in when we when we hear about relevancy that it's not just a term hyper personalization Not just about in technology being implemented But how relevant is that for you and your audiences and from you understand that emotions play a vital role? Yes, we don't change we are humans at the end but Nishant also from your perspective I'd like to pick your brains on this too because coming from a very tech background and of course a different experience altogether How do you look at creativity? So, yes It's very important that we we don't ignore creativity in our oral scheme of things. Okay I think Vishal sometime back talked about DCO. Okay, and how can DCO bring value proposition for your overall programmatic campaign? Okay, I still remember around 10 years 15 years back when we used to run campaigns for Sher Khan and And you know on a brand side of it, but at the end of the day requirement was only leads Okay, what can you do? So it's only the creative, you know changing the creatives changing the communication in different ways The end result is the same as leads, right? We were able to achieve that. I'm saying from that perspective Yes, till now in terms of how you communicate in which format you communicate How do you tell your story that also is very important? Okay? It's not about just a vanilla JPEG creative or any of the you know Creative that you send it now video as a and as a tool or as a creative performs much better these days than your normal regular creatives Okay, because you're able to tell the story Okay, so at the end of the day, you will be able to achieve your own Objectives, whatever you want to do it from not from the from the performance side It could be leads from the brand side. It could be your VTR, you know Your engagement your time spent and all of it obviously makes a lot of sense. Okay? From if I talk about brands like Mariko or if I talk about brands like which which are purely Video-centric and heavy on video. They would they would not want to keep the sum and become And then it's what even it's a soap or even it's what an oil or whatever it is But they are they are more bothered about the reach the engagement, you know The story telling that's what they bring to the table Okay, but from the other side of it on the fintech the story changes completely the story is all about performance from day one so Creative plays a role differently in whichever format you want to look at it in whichever way you want to look at it In whichever matrix you want to look at it so yes, obviously creative plays a very important role in the current scheme of things and I feel that nowadays Media planning is is secondary But before that you need to understand if I make this creative. How do I position it to achieve what objective? Media plan will come second first. Let's understand the whole thought process behind Why am I going to make what I what I'm gonna achieve out of this creative that we are gonna make Okay, and then the the whole story starts earlier It used to be the media plan and then the creative element used to come into the picture So I think nowadays it's more to do with the holistic approach And I think it's performing better right it's performing well for and we have seen results as well So that's my right I mean in in Angel one like we put a brand track in place way back in 2019 It's a quarterly brand track and let me tell you that you know Whether you're working on awareness top of the funnel or consideration or purchase intention and even if it's a storytelling And changing the imagery of your brand that can be captured. So for example, you know Angel one Is for youth or Angel one is a hassle-free digital experience or Angel one You know, I mean is cutting edge technology So I want to really so so let me tell you there are tools available and this that goes back to my FMCG learning from companies like Marico You know, so somewhere I have to capture it and and and this another thing I want to tell young marketers in the room that you know Every organization is different and and fundamentally it flows from the CEO of the business because at the end of the day He's accountable for everything. You're just a function. I mean, let's save it like you know, I mean Businesses business marketing is just supporting business, right? So fundamentally you have to find out what is the right narrative in your organization? I mean, what kind of correlation can you give on your social media fan base increase or engagement or you know Your middle funnel thing how will you link it up all up and over time if you do it correctly then you will get licensed to experiment you will get Amazing buzzer and you can actually feel very fulfilled as a market year because you'll be working at the cutting edge of What is possible to delight your audience engage them and of course of course at the end of the day make them buy No, so that's that's how I look at it Right, right. Thank you Prabhakar and I would clearly say that I think this is one one opinion Which differentiates really a lot here where we talk about, you know, what really matters most? So we talk about data technology But what we can clearly see here is especially in Ishaan building on your point that When you look at media planning the perspective should not be which channel should I put in but the fact that what is my Communication who is my audience and what is right relevant channel for it for some It could be heavy on YouTube for some it could be heavy on OTT while something for display etc But I think it should flow from your creative communication and then selection picking picking up on channel And I would say that yes This is where we have advertisers playing a bigger role for us because when you're looking at a strategy you look at it from a very 360 degree perspective not just only data and tech and Just to also wrap up our panels discussion. I would really urge you to share or summarize your expertise You're learning especially for everybody then we think from an advertiser perspective when you look at programmatic What do you really suggest for them like top three things that you say, you know focus on this and that's how you should go about it? May I start with you? Thanks So I think going ahead White label software is going to come into being You know because everyone is going to advertise on programmatic and how you're going to be able to differentiate yourself With respect to the others is going to be very important. That's where White label software comes into being you know because everyone uses the same tool everyone You know uses agencies which have the which have the same tool and stuff like that So you're going to land up with the same audiences and you're going to be land up saying different communication and stuff like that But you know white label software helps you to actually diagnose, you know who your right audiences, you know And is going to be able to do sharper targeting And sharper positioning and some sharper messaging also. So I think that is going to be the way ahead. I think There is going to be a big evolution with respect to out of home You know because there is a lot of money that is spent of out of home And and you know a lot of money is wasted because you don't get the relevant audience And therefore digital out of home is something that is going to come into India very soon It has already come into us But it is going to come into India very soon. How marketeers are going to be able to use that is going to be very very important. I think podcast as well as Music is going to be very very important. Those are those are things that are are really Shaping things up in the US. Those are things that will come into India as well, you know, but Relevant targeting is going to be very very important. I already spoke about the difference between personalization versus relevance I think a lot of websites are going to be You know cookie ever so with respect to how do you go about that is going to be very very important with respect to How do you establish a particular footprint or a? Fingerprint is going to be very important. So establishing that fingerprint with respect to going ahead and programmatic advertising is going to be very very crucial those are things which are going to be very very important and Finally, I really do believe that human intervention and programmatic is very important. So when you're doing programmatic advertising Regularly checking whether you are reaching out to the right audience whether the audience is receptive to your messaging As I said, you know, there are multiple medias that the audience is exposed to right now And that is just going to increase going ahead in the future Digital is going to be the way forward people are going to consume more TT more and more people are going to consume CTV more and more So how are you going to be able to? Do the messaging in a right manner without spooking them is going to be very important, you know So that is something which which I believe are the trends which programmatic advertising is is going to lead us towards so I think a balance between offline as well as online understanding your consumers where As well as sending the right messaging is going to be very important And I think customization which is going to come with white label software. It's the way ahead. Yeah, absolutely And yeah, when you say offline to online, I think DOH is a segment where I mean a partner's lemma They also drive the same. So they're getting the US into wider adoption in India And yes, I can't agree more that when you talk about relevance And moving from offline to online. What really is important is how do you capture all the insights very well and then use it? I would also like to understand, you know same point Nishant from you. What's your take for me? It's all about Transparency, okay, when we talk about programmatic generally people talk about you know as in the previous conversations also discussions that came up Whether it is a bot traffic where the ads would be seen all of it. You know, so there's a lot of negative biased opinion about programmatic advertising as well, you know, but thanks to all the new companies or all these as Mr. Pidavala said that, you know, the softwares and the white label solutions basically Makes the brand spend more on programmatic, okay Making them telling them that here's the cats are running on a safe ecosystem. Okay, it's non-robotic traffic Each and every money spent is is basically where it's supposed to be and there's no leakage. There's no wastage So yes for me, it's more about transparency And using the right kind of a software Right kind of for tools to ensure that we remove or negate wastages as much as possible Right, absolutely Nishant and in fact even the in the previous panel our friend Mr. Nachiket from double verify So even if we he had spoken on this could have shared more So programmatic, I think that's the strength that it brings on the table for us Especially on transparency you can track where ads are running you can see how many impressions Were getting shown to our audiences on what kind of channels is just it's very important to understand that Proper measurement stack has to be put around it and you need to see how your audiences are tapping from one channel to another Which falls into similar line to what Prabhakar had just said before that measurement is very important and is the key Prabhakar, what's what's your take on to this for all of us? Just last summarizing words Yeah, so keep it short. So I think first of all, you know, you modern-day marketing cannot be managed without technology And you know, I mean and this is the right forum to discuss technology I mean because the sheer size of audience the variety we are talking about like I mean, of course for last two years Almost 90% of her new customers are coming from tier 2 tier 3 tier 4 cities I mean talk about language differences talk about sensibilities even creativity for that matter You know, I mean what you show to a Bengali audience show it to Tamilian audience And you'll have a very different kind of reaction and both of them are Indians, okay? And then look at the generation gap, you know below the age of 30 versus above the age of 30 So without technology without measuring you cannot do it second You know at least as a marketing side of mine I have found the custom audience look alike to be a great lifesaver, you know, because it actually, you know I mean helps me Scale of my campaigns much much faster than you know where I can do it Us 12 and third thing is to all market ears, you know, whether you are questioned this or not Please understand that, you know, whether it is a revenue behavior or cost behavior How does it link to link to business just because you know one platform can give you reach and you know a big rich Doesn't mean you need to be there. You really need to understand Will the revenue will be adequate like we joke in my company that we don't want customer with Jandhan account You know, so you want really people, you know who have disposable income and they want to invest in stock market and can wait for longer time So over a period of time if you're a market here and if you measure things now, you'll see a stable pattern And this will help you to kind of take care of your businesses at a stable level Or otherwise like our competition will be like five lakh customer a month and next month below one lakh customer No, that's not how businesses are run. So you have to scale for sure But do it in a stable manner and technology and measurement can help do do that for you I just want to add to the point that Prabhakar said and I Really want to emphasize on that because he made a very relevant point With respect to how India is different from the US, you know, where you know, we copy a lot of programmatic advertising from India is vernacular to a large extent and as he very rightly mentioned The penetration of digital is going stronger and stronger and tired to entire three cities and therefore having your creative In the language in which, you know, the audience connects to you know with respect to vernacular is very very important And we have seen that with respect to advertisers also So last year actually the statistic shows that a lot of advertisers actually went vernacular, you know with with their advertising and and that shows, you know, the The connect that they wanted to make with the consumer So he made a really very relevant point I just wanted to emphasize that how important that is with respect to programmatic advertising also Yeah, absolutely and even that caught my attention too because when you talk about Especially down south for India. It's not just about language, but even with that within that states same state You see a lot many different emotions So your creative concept has to be very much relevant even for that same state You need to talk on same emotions which can connect with them I really loved the discussion. Thank you very much. I'm really honored to be on this panel. Thank you very much Thank you. Ladies and gentlemen