 Good afternoon, everybody. The topic given to me is very interesting. It's how does the world of, in the world of dynamic macro advertising out of home fits in. But let's first just define what is dynamic macro advertising. It basically combines the broad-reaching traditional advertising with real-time data and customization, just to put it in a very simple form. Delivering targeted and relevant messages to the audience, not for an individual but based on cohorts and patterns. It is about improving effectiveness of a campaign. We heard a lot about efficiency and effectiveness, but this is about effectiveness, not really completely about efficiency. And we are all talking about big data. But you have to understand one thing is that if we use data for the sake of using data, we are actually hijacking human creativity. What matters is using the data with humility, okay? And understanding that combining data with the human ability to respond and react is the best use of data. Only then you will see results being delivered. And human beings are very complex in nature. You cannot just go by data to target them. So the session is all about this and how does out of home fit in? According to me, out of home beautifully fits in. But let's, I think, hear it from the esteemed panel that we have here. They are all from various categories. So we are going to hear different perspectives from them. And my first question I would like to ask Pradeep. What are the key drivers behind marketing in this past one decade? Especially where it is concerned, targeting and data is concerned? Thank you and hello, everyone. One of the biggest driver for us at least and what we see is happening is the amount of personalization because it's an extremely cluttered environment. And in this cluttered environment, how do you differentiate? And if you are able to differentiate effectively and of course efficiently as you're saying, but of course, I fully agree with the effectiveness part there. If you're able to do it effectively, I think nothing beats that. And of course, in this effort, people's attention if you Have to grab, it has to be personalized. So differentiation with personalization, I think, is one Of the most critical thing here. What do you think about it, Saibal? Because yours is a completely different category. Yeah. I think a few things which we have been Observing in the last one decade is, see, we have got Two abilities here. From the input side, it is The ability to track consumer behavior. It is ability to track through data the patterns which Emerges. Now, what that helps us? From the output side, it helps us create micro cohorts, which Given the current understanding is like every brand needs to Find out its smallest viable market. So once you define those micro cohorts, you are able to Reach out to them most effectively and most efficiently. So two things which are very important and which a lot of Progress has been made in the last one decade because of Lot of data available is the ability to drive campaigns Much more efficiently and effectively by identifying the Micro cohort of consumers which you can then scale. What about you, Aashish? I will start from saying that the industry that i come from Which is healthcare delivery, over the years, over the Decades, however we know it, has been the most personalized Business to deliver. But sadly, how the brands Built in the hospital industry were not built on creating And reaching out with this personalized information to the Patient. It was always, once you come in, then Is your patient care is personalized. Because you will have definitely between the two of us Or whoever, the 500 of us here, all of us will have Our personalized care. It will not have any duplication With anyone. But suddenly from last, I think From last six to seven years, not even a decade, that Personalization has started to come in in terms of telling You what are your environmental changes? What are your seasonal changes? And basis that your Entire journey is now starting from preventive till the Surgery. So i think that has been a Massive change into the healthcare industry if i Come from there. And it's amazing now that In three months from now, it's going to be a Dengue season. This is how you should plan Yourself way in advance. It has become that level for us. Okay. Interesting. And what, how does the Bfsi look at it? So, see, the Bfsi space looks at in a similar fashion. Of course, it's very cliched. And we have been hearing For such a long time that data is the new oil. Right? And i strongly believe that if you Torture data too much, it will exactly say what you Wanted to say. Data is important. But in our industry, what we have been seeing is the Boom of internet from 2013 to 2016, the way we saw The rise of internet usage. And add to that. Geo came out and said free internet to everyone. Add to that again a layer of covid coming into the picture. So the usage of internet reaching the last mile, Two tier, three cities, et cetera. In fact, we have seen That the consumption of video is very high in tier three, Tier four cities. So, and influencer marketing is Something which is catching up. I don't know for other Industry, but for our industry, it's catching up hugely. In fact, I was reading some reports some days back That in this financial itself, almost 17 to 18 percent Marketers will be the first time users of video influences. And since that, everybody cannot afford this large Influences, because of course they are expensive. 56% of the influences used by the brands are micro Influences. And it is very well being Consumed in the market. So in our industry, like if you Must have heard of Roshna Rana Day, sorry not Lokhande But Roshna Rana Day, Finance with Sharon. These guys are very active on talking about Entire spectrum, not only mutual fund or insurance You can call them anything. Stocks, shares, insurance, Banking, tapes, frauds, they have a content ready for everything. And another thing is shorter video content. Less than 60 seconds. Beyond 60 seconds you have lost it. So yes, data is important. But in our industry what we are Saying is more of influencers, video marketers. And of course with boom of internet reaching every corner Of the India, I think it does work in benefit of everyone. Very interesting that everybody is spoken about Personalization, whereas that is one thing that The world is moving away from because of the concerns on Privacy, correct? It's all about respecting privacy, Humanity, that is the narrative that is going in the world. But I don't see India moving in the same direction. Like sometime back we heard that you know TV is declining Globally, print has declined globally, but both the mediums Hold very strong in the Indian space. Whereas where personalization is something everybody wants to Move away from. In India we have seen that screens are Also shared. Now it's not about personal screen space. Your three markets are behaving differently. And the adoption of social commerce and all is extremely High where India is concerned. So how does this issue of Privacy really affect the Indian audience? How do you look at it? Because all of you said that Personalization is very critical. Maybe at different stages. So how do you take care of privacy as an aspect? I think first on a general level what i see is as long as the Consumers get benefit in terms of personalization, in terms Of communications which they can add value to, Indian consumers Are not generally overtly concerned. But to sort of touch Up on a bit with what you said, while consumers may not be Overtly concerned as brands, protecting consumer privacy, Protecting consumer data, especially what we call as Personal financial information or even personal medical Information. I think it's absolutely critical for the Brand and if brands do a good job it's also a way for the Brand to differentiate a consumer by assuring that Their data is protected by the brand. And actually there is no Contradiction today. It is possible for you to Mind the data because all these data are double hashed. You can identify the patterns from the data without really Sort of being or putting yourself at a risk where some of this Data may get exposed. If you put in the right security Protocols in how you access the data and how you store Data, I think that is something which is not in Contradiction. You can actually do a personalization of Communication without sort of putting your consumers at risk Of data leakage. By using data clean rooms. Interesting. What about you, Pradeep? Privacy, absolutely there is no doubt. It has to be the most Sacrosan thing for consumers and I think that's something That nobody will even agree to actually compromise. And for us it's the most important thing, not just I think and we maintain the global standards here. But at the same time as saibal also said there are aspects Of personalization that can be bought in when you as a brand Can do it and you as a brand can customize it. People like it also. If you are doing it not with The third party but with yourself doing it with a Restricted manner and not giving out this information to Somebody else for your personal gains, people won't mind it. But at the same time it has to be looked at every angle and That customer's privacy is not compromised. That has to be a sacrosan thing. And as of now i think We right now follow the european gdpr but once the Indian data loss are also coming in more strictly with This aspects, i'm sure we are looking forward for that Because that's something very critical as well. So in your case, in your category it is all about Personalization post acquiring a consumer. Yes. And therefore it is acceptable because he's assured That his privacy is also taken care of. But what happens in the banking sector where you are all About acquiring the customers. So see as far as our industry goes and especially the Industry what i represent is mutual fund space. We deal with money and it's your investments, everybody's Investment that we are dealing with. We are very heavily regulated. I don't know about other industries but we are Bound to be audited every year by the regulator as to How that data protection is happening. How you are not exposing. So we have to follow norms. We have to run testings in our language. We say it as VAPT testings which is the third party agency Who does the certification of our web pages whether it can Be hacked or not hacked. If it can be hacked where are the loopholes we have to plug that. So we are heavily regulated and of course data protection Is a part of our ethos also and privacy. When it comes to personalization it's a desire. But in context of India so you did mention in the world It is different than India it is different. I think in India most of the people generally it's More about convenience rather than their privacy. I mean like if i ask four or five of us or anybody In the audience don't we happily give our mobile numbers at Shoppers top or decathlon etc. Why would we do that? It's for our convenience. Next time we have to exchange. We will have to exchange. That's a convenience for us. So we are ready to sacrifice our privacy when it Comes to our convenience. Indian laws are moving towards data privacy and Protection. I think most of us know that two, three years back RBI put a blanket ban on visa, master card and American express from acquiring new credit cards Unless they move their servers from U.S. Or abroad to India. Recent one two days back we have got a mandate from Sebi not we. So we use Bloomberg as our platform for trading etc. And everything. Now either Bloomberg moves its servers to India or We'll have to figure out a new way. Very interesting. So data privacy the government is moving towards this. I think maybe this year or next year there will be a Data privacy legislation which is going to pass. It's in the draft state with the parliament. That's going to happen. But yes we have to protect. We are audited as an industry. So data privacy is something which is moving ahead. People will I think slowly gradually move towards it. It's simple case of if you want privacy use an Apple phone or Android. We are 95% Android market. Yeah. So the answer for privacy just lies. On the lighter note till the time social commerce is Suggesting which phone cover I should buy This is knowing my phone type. I'm okay. After that I'm sure all the brands are not okay with Even letting it go anywhere. True. I think yes. I think it's all about respecting privacy in various Stages of the funnel that the brand is and the Consumer is. But I think you're also right on one part that Indian Consumer weighs convenience far more than anything Else and I know personally people who are okay to Even share their location because they want Google To tell them what time they should leave. Right. So that's cool. Just to just to add to this also. See the data privacy. If a consumer wants and as she's rightly pointed that That knowledge education. Education is not there. In your phone in your Facebook profiles there are Mechanisms by way you can switch off the locations. Don't show you the ads etc. How many people know about is the question. The awareness levels and education. So that's also another point. Now coming to the key piece for which we are In the conference which is out of home. Okay. In this evolving landscape and while you're navigating All these dynamic macro trends. How do you see out of home. What is the role that you see out of home playing in The entire marketing mix and I know that all of you Use out of home in some stage or the other. So I would like to understand from you. How do you see out of home. See as a brand we are into like when you deliver Healthcare it's location based right now. So a hospital becomes the key place where you get all The treatment done and usually hospitals are the places Which are getting patients from around 20 to 50 Kilometers of that radius. So when you have a product that sells like this Hyperlocal becomes the key. And then your media mix has to be changed accordingly For you then you might be safe for instance in one Location in one city. It might not make sense for you to do print advertising Day in day out. Doing TV advertising day in day out. So then your hyperlocal strategies come into play In which out of home plays a very dominant. And even then if I have to jump in and talk a little More on this. We even see our considerations going up. We even see our top of line awareness also going up And we even see certainly your OPD is from those Pin codes also starting going up. So that means the channel not only is making sense From a understanding or channel mix point of view But it is also delivering it as well. That's great. So it's a very localized play of out of home where healthcare is concerned. Yes. I would like to add to what she said while I would put a twist to it. See it's all about contextuality. So outdoor is a medium which if deployed in the right location It helps contextually reinforce some of the messages. I will give you two examples. One is while we are a very digital platform We have wallets in say top 800 indian corporates Who use everybody wellness service. Now many of them are not even aware that it is available to them Given by their corporates or by their insurance Co-pay wallet and they can use the service for free. So for us to ensure that those employees are reminded To use their wallet for either medicine delivery Or health check or doctor consultation Putting outdoors in tech parks or near tech parks Is an excellent way to remind them that this is a service which is available. The second part of it is what Ashish told Healthcare is a highly need-based service. So you don't think of healthcare unless you are Not really requiring it. So outdoor is very effective If while going to hospitals or for that matter Certain other locations, if you can provide top of the Mind awareness that some of the services today are also Available online because the biggest job of any online Healthcare platform is to move the existing demand from Offline to online basis convenience as a parameter. So targeting them in the right context, i think outdoor is Also a great medium. In our perspective, outdoor is firstly a pure branding Mechanism. I'm sure there will be very few Brands who will look at it as a performance mechanism. But if you want to really use for positioning and branding I think outdoor is one of the best mechanisms out there Though i'm not talking of the video part of it. Of course there are the technology and video enabled Screens. But then when you look at the Media mix, as even ashish was saying, you look at it from A perspective that you have only a limited amount of x Amount to be spent and then you want to be the most Effective with that. And you want to be quick and Fast also. Nothing leads outdoor. I think it's the most cluttered free environment. Of course you have to select the right outdoor. It's the most clutter free. Digital is the most cluttered environment. You will be loaded with ads everywhere. I like this. Outdoor is clutter free. It's the first time i'm hearing this and i'm really loving it. Of course you have to select the right outdoor hoarding Because for us, when we as a car brand do ads, we Definitely will select locations and places which are Really clutter free and they definitely give a complete Dwell time which is very good especially at airports Especially when you are at traffic signals. I think it's a very good branding mechanism and there We see a very good importance probably in the covid The importance of outdoor went down but then that's Something that's definitely going to come back. Yeah, because people were not moving out but they're back. I don't think we ever had covid. Right now if you move Around in Bombay. Yeah, Jignesh. So i think what i say right now is some of Some of you may have heard like a broken record of I keep on harping upon. Outdoor is yes, of course One of the oldest medium that i can recall Even before a TV or a digital came into the play And i think when we were discussing it, i did touch upon this point It's from the Raja Maharaja days Outdoor is there. This is the announcement from the king. It's as old as a medium. For us, yes, whenever we plan a campaign Close to 25-30% of the spends are marked for the Outdoor spends and as Pradeep and others rightly touched upon Yes, digital is cluttered. TV, if you switch the channel during the IPL match To see something else, your ad is not seen. In digital, you can skip the ad on youtube. The banner is rotating. With outdoor, you can't do that. If you say i am on the road and i will not see that Outdoor, i will close my eyes. Probably you will find yourself at a hospital Maybe in Narayana health. Because you will meet with an accident, but obvious. You can't close your eyes to the outdoor mechanism. Outdoor is another mechanism with advertising media Where you can do some sort of CSR. You know your garden is sponsored, L and T circle. Only it is possible with outdoor. The biggest thing is, and i will touch upon, This is my conversation with my agency, We did a campaign for our brand-go transition In the end of the second half of the march. We wanted to take this huge new outdoor space Which is at the bandra, which is by the russian publicity. It was booked for the next six months. How cool is it? It was booked for the next six months. Today, on any of the other digital platforms, I say right now that i have to add up at 6 o'clock. I will get some other high-impact inventory available. Outdoor is not like that. You will not get it. So outdoor is a very powerful medium. And i think as marketers, And since 4 plus 1, 5 of us are here to endorse And all of you are for the outdoor conference, Yes, we all believe outdoor is a great mechanism And it does work for us. I fully agree with him that good properties are very Difficult to get. I remember whenever i asked An agency for some good properties, they said, That's an annual deal. That's not available. Quickly just to add to all of this. The minute our campaign used to go live and outdoor Used to come up, then we used to start hearing. Now the campaign is going on. These things used to happen and they are still happening. Yes, so i understand that outdoor is playing a great role In all your marketing mix. I am loving hearing that it's a great medium Compared to tv, digital, and print, Which is very impressive to hear. Very rarely advertisers are so vocal about bashing Other medium and actually promoting out of home. So i think this is a great panel discussion Just by that standard. But now you know that every Medium is digitizing. Whether it is tv, Whether it is print, every other medium and so is out of home. With this digitization, there are a lot of digital Out-of-home assets that have come up in a lot of place Based on ambient spaces like residential, Corporates, airports already have, and more and more Are being built. Plus, there is data Availability which is there at various agency levels On mobile data. A lot of data is being Available. Do you think this can improve the Effectiveness of out-of-home advertising and how can you Leverage these advancements? Like how good it is for Mercedes to use. For us, it's using data is definitely needed. In fact, it's not so difficult actually. I'm really glad that our colleague showed so many Advanced technologies that they use. For us, it's very simple. We know that the advantage we have As a brand is we get the customer's address. We know that x, y, z, number of people stay in a society. There are enough technologies these days which give you Society-linked ads. You only do an ad in one Community and one society actually. For us to select outdoor mechanisms in those Societies, areas is very easy because we know that we don't Need to go really mass, but that helps us in data to also See it did further sales come out of that or not. It's measurable for us, so that way it's effective. But as i said, you can't measure always outdoor because It's a branding mechanism when you really go for the real Impact once. So we have to not go with Only data on this aspect. Great. What about you, sir? I will touch on the other aspect also. I think with digitization, the ability to show different type Of content in a much more creative way, which is much More clutter-breaking also is something which is happening. Earlier there were only so many fixed representations Which you can do on a fixed asset. With those assets becoming digitized, your ability to Reinforce some of your brand messages in a more effective Way is increasing. Obviously, you need to figure Out, as rachna said, the right ambient places where a Consumer would be receptive or has time to absorb that Information. I would also like to add to what Pradeep said. I think this integration where You can choose as well as change both is possible Depending on is your micro cohort or the target audience Residing in those locations or have they already Adopted some part of your services? And what is that you want to sort of them to see next? And then if you are able to run a campaign where Outdoor is also a digitized outdoor is also a part of The other digital as well as traditional channels which Can reinforce each other. I think then that equation becomes Stronger and I think digitization is definitely giving us some Ability to do that targeting building cohorts as well as So consumers the right brand communication most effectively. What do you think, jignesh? Digitization of outdoor is something, yes, it's a welcome Move that's been happening. My precise point will be where are You putting up those digitized screens? Airport, fine malls, yes, community centers, yes. As an industry I think and this is my view and I strongly Believe and I've had a number of discussions internally as Well as the agency putting this digitized screens on the Highways on the roads. I think morally it is wrong. You are distracting the driver with your changing ads With your larger lights. It's a big distraction. See, we can always debate and argue that foreign Had a high time square and etc. India is a different context. India is a different market Altogether like even McDonald's was forced to adapt Indian flavors like paneer burger, paneer wraps. The problem is we get so much carried away till the time And everybody has a blind eye to it. See for so many years we do everybody new, right? I think Pradeep did conquer that wearing a seat belt in the Passenger seat is mandatory and there is a law around it. But unfortunately it took Mr. Mithri's debt for everyone to Awaken and start using a seat belt including myself. It's only after that episode I have started wearing a seat Car when I'm sitting with the passenger. That's whether it's over my own car or anywhere. So in the Indian context it will take, sorry, but one major Accident on a western express highway and the screen will be Blamed and the next you see is the Janta, people coming on The road, breaking out those screens, BMC pulling them Down and investment wasted by the agency or the people Who are owning those sites. I think morally we should not exploit the media so much. I think that is something on the digital side which I would want to say, digital yes, whatever planning we do on This outdoor 10, 15, 20% is put in the mall media, airport Media, ambient space, etc. Where it is not harmful. Sorry, maybe i'm a little harsh but i think that's the Fair reality is what i feel. I think what you're trying to communicate is that if you want To put up digital out of OV even on roads, we should adhere to Some guidelines so that the consumer who is travelling does Not get adversely affected. Whether it is an anamorphic display or whether there are Large signs, it should be clutter free, it should be Area where there is higher pedestrian traffic like a time Re-circus and it should serve the purpose, it should add value To the consumer's life and not really be adverse on them. So we hear that and i'm sure the media owner sitting here Are hearing that and would take your advice seriously. We are not feeling bad about it. Don't worry about that. Moving from that, i think if i come back to this, yes. All the brand managers who are evaluating media mix have A habit of evaluating certain parameters. Be it saying that we started with tv, okay i started with TV, i started with digital, i have a metric style to Evaluate. Now if you're starting to get there, we have to get there Very fast. We are already behind. Suddenly it will start giving the media mix of doh Much more chance when it is compared against. The minute you start doing that, you have the chance of eating Somebody's pie as well. So one, it is required that it is in the similar currency that We are using it already. Say for instance, gross impression is everything that we All understand. Cpms we all understand. Do we want to fit it and compare it from a cpt point Of view, then it makes sense for you. So it's important. Yes, the change is there. I don't know how many years we've been talking about this. The rnf should come, the kind of population, the kind of Multiplications, the kind of things that we have done to put Our sense to it. But it is required and it's going to be helpful only. Nothing else. So while i hear that digital out of home is great and It's definitely a flexible way to advertise and gives you More avenues and all. Measuring it is very important. And considering that the availability of data is there, What are your expectations, you know, from that data? What are your expectations in this current marketing Landscape that out of home should deliver, apart from Digitization and on the data side? I think i would continue from what ashi said. See, end of the day, a marketer has 100 rupees to spend. And these days that 100 rupees is getting squeezed downwards. So it's not actually 100. And then there are multiple stakeholders who are looking at That number right from the ceo to the board. Who is asking you what's the effectivity of your spend. And there is a huge pressure to show even short term and Medium term results, apart from the long term brand building. Given that being the reality and there are competing media Choices available, so as a marketer one needs to balance. And the way a marketer balances is by looking at what is to the Extend measurable and how efficiently and how efficiently And how he can reach deploy his money so that the output is maximized. Now the problem with outdoors and that's what ashi was saying. I think my co-panelist will also agree is the Measurability is not very well defined there. You have matrices which you can use for tv, you can use for Digital and some of these mediums also give very short Term results and results very fast. Not short term results, maybe results faster, like digital Brand and all and you can measure it right from impressions on The brand side to transactions and especially very important From a digital brand where you eventually are integrated and You have your checkout cart and you can measure how much Revenue came in and you can do all these attributions. Now what is probably holding back o.H. Is there is it's Very difficult to measure unless you do it in house. I will give you an example where we did it in house by a.B. Testing, like there were hoardings which we have put in Outside certain corporates, we had the same or similar product And then in other locations because maybe we didn't even get Those outdoors, they were not available, someone had taken in For annual contract but it was a good way to a.B. Test and you could see a lift but unfortunately that is Not very scalable. I saw a lift of 7 to 8 Approximately. But then it is not scalable. It is the effort which a brand has to put. There is no central or industry accepted matrices which you Get and that is sort of hampering a decision. You really have to be bold to say that i will take a bet Where i will put in money on outdoors at the cost of not Putting it on digital or in some other medium like tv also Where you can get rich, you have Measurability. Having talked about all These pros of outdoors, i think that's a challenge which we Have been grappling with. Every media agency who comes to us Have their proprietary models which are not comparable. It's not, you cannot club them together and make a Holistic decision where you can go and sort of end of the day Becomes more of a gut feel or something which is over years of Experiences where you take a bet on putting your money on Certain outdoors. I think that's the challenge. Okay. I definitely hear that as a Challenge. What i understand is you are Looking for a common currency which you are able to deploy Along with other channels and you are able to measure Exactly the way you measure other channels, right? It's a very, very large subject. It's not a simple subject. And i think a panel discussion is not enough for that. Okay. But do you have a similar Experience on when you measure campaigns? Because you actively do a lot of out of home. Especially when you did the transition to Bandhan. See, i'll conquer with what sabal said. It takes really a bold market here to go and tell The management with thumping out can i sort of Outdoor karna hi hai. At times for ease and convenience And to make our life easier also, we may have to Choose other mediums where deliverables clearly diktay. Like a digital or a TV where it is measured, right? So i think sabal extensively did speak about After the campaign, where do i get the data, What happened, etc, etc. I think two, one and a half, two years back I was a part of a speaker at one of those Outdoor conference and i think i saw some presentation Which did say that within six months we will see The standardized data coming out. It's been one and a half years. Sorry, but i have not seen anything yet. So the industry did promise and nothing came out. That's one. So standardization of data is required. More than that, where is the data for us to evaluate And select outdoor also. This is the post. Where is the pre-data? Where is the categorization This qualifies as a category A site. Like one agency comes and says, no, that is not A site. That is a category A site. Other agency comes and says, no, this is category A only. Standardization on which site is A, which is B, Which is whatever impact, etc. Number two, if not area-wise, at least there should be Some standard card rate to buy the hoardings. It is a classic. We have a classic. The one who has the inventory and if you want it If available, pay a premium, get it. Otherwise it's all dependent on how it is going. As it is going, we are running the industry. We will keep one working on it. So the pre-data is required. Post is also required. I am guaranteeing you, if as an industry You put these things right. Which is predominantly I am saying about PDOH programmatic. This industry can give digital or run for its money. It can be compared at par. What is digital giving you that you guys are not giving me? Digital is only giving additional data only. That is the only thing it is additionally giving. We as an industry telling that You are not able to give better visibility. Pradeep did say, kids are clutter free. Unlike TV or this thing. So that is something which is of essentially It is needed as an industry. If we don't take it up, what is the punishment? 4%, right? We are at 4% outdoor. Okay, I hear that. So on the expectations from this industry, While jig really said strongly about digital and how we Should not have digital on the roads, one of the biggest Advantage is that with airports, we find it very easy to Actually change the creatives. We are sure there is nothing Wrong in the printing. We are sure of the colors we want. We are sure of everything. That is the advantage also. But at the same time, one of the biggest expectations From this industry and what we really, really struggle with Convincing people for this is what sam balsara said in the Morning is the legality of it. I am sure all of you here have probably one of the best Things and then that is the biggest advantage you have is The legality actually. When we tell our dealers, we insist that the place that They do an ad cannot be something controversial. It cannot be something that will be raising some issues About this. There will be a bit of risk that they take. But then the legality is something that we say it is Accrescent and you cannot actually compromise on that. And that is one thing that i say is a big expectation from This industry which is probably a regulation or something That is needed over here to bring in the legality aspect. I think the legality is a far larger issue which is all About having a centralized policy. And we are really governed by states and municipalities. Out-of-home legislation is not a central one. And no means here if you want if we can have an offline Discussion on that. So what i hear is that while i am going to leave legality a little Aside because it is a very different subject all together And the country operates differently on this Unlike other countries. But i understand the concern of getting data before doing The campaign to be able to select the site and getting Data post the campaign to understand the effectiveness Of the medium. But i can tell you one thing that it is a seller's market Because we have limited inventory. We are not unlimited like digital. And hence prices something you will have to pay for the Location that you require. That i can tell you on behalf of the out-of-home industry. It will even if we have rate cards even if we bring Around all these standardization the price for the Location will be non-negotiable. Price is not a problem because the first IPL the first 10 rate per 10 second was 1 lakh rupees. Now the same people same brands buying it for 18 to 24. So price is not the point here. The rationalization towards it. I understand that. So also there is no benchmarked quality. Like i don't know what is the actual sites. Like today we do it very it's not at all scalable. We send teams to rake the sites just to have our own Satisfaction. Someone from the brand site will also go and rake those Sites. The good sites you have to take if you have to take An annual deal. So there is a huge investment going in one bulk. You can manually go and at times rake those sites. Different different agencies will quote different prices. There is no standardized pricing also available. So it depends on how much you can haggle negotiate. All those are things which takes a lot of energy and Then it will come down to you. If you want this site you have to take it on an annual Sounds very India. Then you negotiate. So if you have scale that you have to invest in Outdoors or you have been able to convince Not only yourself but also your stakeholders That this is an investment you need to do. Then you also need to haggle a lot. I think these are things which no one enjoys doing. And if there was a more standardized way. Today when we compared with digital. Digital is very easy. I don't need anyone. I will sit on the Google or Facebook console. And with a basic knowledge even I can book my inventory And I can do a self-serve and I am done. I don't need anyone. I don't even need an agency. I don't even need a digital marketing manager. I can do it myself. But yes. In outdoors I will have to send someone to rake the site. And we have been doing this for a while now. So I think this is something which should change. See I think it's a very local medium. While it is impactful it is nationally available and all. But it is a very localized medium. And we will always have ground nuances to out of form. We will always have all these aspects. They will continue. But I hear that there should be a central repository system where you are able to easily select, easily choose what you want. And understand the legalities. Understand the standard on which they are operating. I hear that. I think our time is up. I am going to just summarize it for you if you don't mind. All right. I think what I hear is that out of form is a medium that sells the best. But I think perhaps we have failed to appeal to the broader audience on this aspect. Because the fundamental requirements of hyper growth remains the same. The need for effectiveness, transparency and measurability. And we do have the data. All we need to come together is see that how this data can yield results. And out of form is undergoing a transformation. I would not say it needs a transformation. There have been, there is work happening at various levels. Just the integration is pending. While there is data that has been launched last year, it has not reached the advertiser. But it is working. Okay. It is being adopted. The adoption is slow. Exactly the way privacy concerns are an issue. Right. It is slow. But yes, what I understand from the entire narrative is that out of form does have a scope to be part of the mainstream, to be part of the omnichannel assets. Okay. And it not only helps brand building, but can also be with the digitalization of out of form, with more and more place based media, can also be part of performance marketing and all. Thank you panelists for a wonderful session and great point of views. I like the way all questions were answered very candidly. Okay. And we do take your feedback on it.