 All right ladies and gentlemen, it's good to be back again. Trust me this has nothing to do us with us being title sponsors This was planned before we made that decision But it's it's great to have an interesting panel. We curated this with the perspective that we'd have a brand We'd have an agency But the interesting part of the agency it's taken me a while To understand how within the agency world there's a creative part as a media buying part and then within the media buying part There's a creative part and that's where they've been there comes from and then some eat with a while I was founded culture machine one of the largest MCNs in the country But there's a lot lot more and I'll let him explain Chaco From I think what might make sense is because our landscape is so complicated What I want to do is maybe take 30 45 seconds just to put the video landscape into perspective just at a 30,000 foot level and then if Ajay you and Sumir can specifically take that part and just give like a one-minute take on how you see the landscape from the The sort of the provider side or the companies that are playing in that space and just sort of set that up From what you do and how that's different from what culture machine does how that's different, but I think it's the high level on this is that Video is exploding in India like in no other country in the world. It's beaten every estimate of every analyst Nobody predicted that I think we'd be this rapidly edge edging close to 500 million people data connected Nobody predicted that you know reliance would come out so aggressively with geo and offer free mobile bandwidth and take a wild guess What do people do when you give somebody who's not really experienced the internet? Or even people who have experienced the internet, what do they do when they get unlimited bandwidth or cheaper bandwidth? They consume video and so we have like a hashtag that we like called Viva video because we think the the golden era for video is actually here and when you have video as an option to Integrate and and send out your brand message. There is no other better medium, right? So from that perspective I think we're super excited however from a If you just look at what's happening on a demand side, there's so much of consumption I think I think Google doesn't officially share this but Would be fair to say that there are upwards of 40 billion views a month now in that range So 40 billion views a month. I mean, let's that's you know, that's 4,000 crores 4,000 crore views per month on YouTube alone and then you've got Facebook and then you've got hotstar And you've got view etc. Etc. So just let's try and put our minds to that's the amount of time that's getting spent on video and Then equally shocking is the amount of Brand and advertisers spend that's actually going towards curating content or correlating with content here outside of the typical Inventory by piece which is to the lion's share of everything that's happening So at 30 40 billion views a month on just one platform and stupendous growth There is also been multiple genres that have emerged. It's no longer a fiefdom of comedy You know music is by far been the largest for a long time There's there's food. There's auto. There's beauty There's all kinds of dance as a genre has emerged and I'm sure some of you have some perspective on what might be trending But I think so this there's some sort of a genre for any brand that is interested in sort of you know Associating with their putting out their message with content. However, what we're still throwing at this problem I keep I'm somewhat repetitive about this is Is The big part of the spend is getting put down to the typical ad unit the typical ad unit that all of us are waiting to Press the skip ad button for and that's how it's getting me to out in a small part of this entire piece So out of the 10 or 12,000 odd crores give or take a bit give will take a thousand crores of digital spend I think there's about a 60 40 split between search and display. So, you know, guesstimate about 4,000 odd crores going towards display and 6000 towards search I wouldn't challenge search because it's relevant to be online But four five thousand crores getting spent on display advertising, which is basically your pre-rolls your mastheads and stuff like that And nobody's really making a case to take that away from the platforms Simply that the format that it is appearing in could be a lot more content centric The kind of stuff that you that you know a brand would want that an agency would want their brand to actually execute and Put that way, but somehow and that's the purpose of the discussion here that you know They went to and and kush we will cover that while brands also want that and the agencies would advise that what's actually Creating that divide when it actually gets executed. All right, so Over the idea. I mean if you can if you can give a perspective, you know dovetail What what are it does in it? But more importantly give the audience a lay of the land because I think it's confusing as to there's so many players There's the and then the craters will become large players themselves. How do you distinguish between all of them? So I think I had the vantage of being in different parts of the media business over the years, right? So I spent time in print in the 90s I spent almost a decade in more in television and now this is digital So one thing that actually if you were to look at that is driving the whole change You know one is obviously the fact that there's a lot of access driven consumption that is happening, right? So for a lot of the people, you know discussion around whether data costs are coming down whether it's You know connectivity improving or whether new players actually, you know getting getting to build this whole pipeline and you know Give you access so one part of the story in India has been access driven consumption, right? The larger reality of India is a single TV household, right? So in the single TV household there are two two and a half mobile phones already So the other part that is driving consumption is content that is created for this You know excluded unit of that household, right? Which is the young adult which is the male which is the young female So the whole housewife driven bar driven rating system, which is actually driving TV Is one part of the story that the reason why a lot of people have actually kind of migrated to Digital is not just because they have the access, right? It's also because there's newer forms of content that is coming, right? So that's really the you know overall Overarching theme when it comes to why content is actually seeing this kind of explosion why video is seeing this kind of explosion, right? So it's not just access driven. It's also content driven now In the content side a lot of people think that everything that has happened in the US is gonna happen here And there is a nuance changed in between US and other, you know Indian market even for high-end entertainment has always been an ad funded market, right? Unlike in the US where television was a subscription play Netflix came Drop the price and yet got subscription revenues, right? India we've spent almost like 11 years 12 years chasing Subscription revenues was 20 years after the broadcast boom started. You're saying and you after is by committee Yeah, I'm talking about right so Subscription revenue positive turn about 15 20 years after it actually was you know kind of in such and that too The best managed companies in India like Z have almost 20 25 percent 30 percent coming from subscription So India for even prime time entertainment has been an ad funded market, right? Now cut that down to digital, right? So the same story is pretty much evident here, right? So bulk of whether it's hot star or other platforms. It's still driven by ad funding, right? It's not driven my whether it's YouTube whether it's Facebook whether it's hot star Sure, lots of people are at funding now the difference between ad funding in digital and the ad funding in probably television Is because of one or two important factors? I think you touched upon one of them, right? One India has the highest, you know rate of ad blockers that are pre-installed I didn't know this. It was a merry maker report. I was a revelation. I knew it was large, but I didn't know it was 28 percent Right to couple that with ad avoidance with fraud and even your ability So plain vanilla inventory advertising no longer is sufficient for the brand to be able to kind of carry out that impact You know that you had the option of doing in the television air Just one second Okay, and how many of you have it installed from the people who know what it is So clearly the ad blocker is going to the the base of the pyramid I don't want to say the bottom of the pyramid, but it's going to the really so Original reason why this has happened is apparently because a lot of us use the UC browser and what have you the Chinese browsers, right? So they're like actually Come to the lay of the land Just that we create a structure and then we're going to come back. So where would you place companies? You know clearly there's a differentiation between the way you're seeing the market versus Sorry, sir with long winding thing, but I thought you wanted to lay over land So I see I see content actually evolving into you know kind of if you look at the current lay of the land in the Content ecosystem itself. There are three four kinds of people who are doing stuff One is platforms who are trying to do content, right? They may acquire content some of them may also do you know original for example For example, let's say hot start doing something original with like AIBO what have you or hot start doing all of TV content That's okay Then there are guys like us that are purely focused on original content at the premium end Which means that we will do whether it's on fiction or fiction or whatever We'll do long format high-value entertainment primarily because we believe in a certain, you know outlook for the market Which is that we we believe that the market is moving to multiple genres that it has in television We believe that people will consume You know stuff that is of a certain quality which is evolving over a period of time then there is another layer that is actually You know Supplying the volume layer of digital content and then there's a fourth layer which is actually UGC, right? So all of this is actually right now. WIP. I wouldn't say there's a case for one to be better than the other Or what have you right? These are all at different stages of evolution We are we pegged ourselves at the slightly premium end of the market that does not mean that the other ends of the market may not grow Or may not make room, but I'm saying the case for brand integration and content integration is top-down you feel Yeah, it's top-down. Yeah, so you're building it along the framework of how you would have built network eating back in the day But on digital Yeah, we're building a content company. I mean then we are not building a platform company I mean if I don't put it very objective, you know, so me what what's your Since I just given us the long take on it, but what's the what's your take on the on the landscape as stands? I think roughly when four and a half years ago and we started off There are about 60 to 70 million people on YouTube today They are 220 million people on YouTube and like you said they're doing 40 billion views a month and that doesn't count You see web browser doesn't count of Facebook and all the other platforms which are also all video consumption So it's fair to say that You know the web is going to move more and more in terms of social towards video if it's not if it hasn't already Especially with Instagram and Facebook leading the free as well as what's up soon enough I think they're about seven major ad platform ad supported video platforms on On video on one side and then there's about five subscription based video platforms on the other side so YouTube Facebook Twitter Instagram and Potentially messenger and what's up on the one front and then also you see browse and others and then on the right-hand side There's hot star Netflix Amazon and other so that's sort of the world where the world's going and I believe that TV will get unbundled so there will be the FCT revenue on television Which is an advertising supported which is going to go towards the five ad platforms and the subscription revenue Which is what the likes like you rightly said it subscription wasn't there in TV We got subscription only once digitization started That's one happened as to happen that's three happened then subscription revenues became material for television And those subscription revenues eventually in the next many many years TV linearly is not going anywhere But eventually the subscription revenues will go to a Netflix and Amazon So I believe TV will be left with two of its core business models unbundled form where it is and why will this happen because you are sitting on a population of 400 million people on between 18 to 35 is the youngest millennial population in the world Higher than China that is going to go to half a billion by 2020 of that half a billion seventy five percent of whoever is working actually runs their households So millennials who work are actually running their households, which means that if you And and they don't you know necessarily they do may still I mean I have a bunch of millennials Many millennials which work at culture machine and it's not like they don't watch TV. It's a habit They actually coincidentally also end up reading newspapers But the fact of the matter is that they will the majority of the consumption habits are led by the feed Whether it's on YouTube or Facebook. So it's just the demographic dividend of this country and the way the technologies Frameworks are it's inevitable that more and more people will end up watching it And hence there will be more pressures on the television viewership business So that's the 30,000 feet. How do we fit into that? We run five media brands in India Each one amongst the highest in terms of viewership for the for north it's being Indian for Telugu We run Viva put chutney in Tamil awesome sauce and food And obviously blush in terms of women and being Indian for the north So those are the five media brands we run and our idea was of technology to build at the creation layer level Not at the Distribution level so our two core tech platforms actually which we retail worldwide now with WPP as well And have great plans in the form of levers and others Help understand content what exact content to create and also including which influences to create with and then create that content at Scale so those are you know stacks which we use ourselves as a media company and today do about a billion views a month and Those core technology platforms are also what we work with Plans internationally in order to retail them. So the way we look at it is that you know these five media brands We have seen tremendous growth in viewership, especially from regional markets And I think with the way that we are seeing Tamil Telugu where we are seeing You know brands like we run one of the largest brands on devotional on Facebook as well Brands I think what's happening is with Geo coming on both Bharat has come on board when it comes to watching content So hurry and we content which putty content entertainment within those genres comedy within those genres music obviously within those genres all of those Sort of sub verticals within this came re an explosion of content on the internet is what's happening And certain creators when they become mature enough like an AIB was a creator became mature enough as a business Hence hence became a media business, and I believe that's true of you know How we have we end up being people who end up running media businesses, but you know I've gone the other way of the spectrum. I think that's pretty much it. I think that's really the future I think all the companies us included, you know, which I would Slice or whichever slant you have of it will eventually go to a cross-media Platform will not necessarily a platform, but a new definition of platform But a media business rather than I think the platforms also will emerge not necessarily just being housed on digital It's the larger you get you will also see back into some of the traditions I think it's also a point of view that today. It's not just a YouTube game, right? So when the initially you run an MCN our media brands are fully owned by us So in certain cases the whole model was predicated on a these are large YouTube influencers Oh, these are large Instagram influencers So if you're doing beauty, it's very hard to plan media when you are editorial voice of your brand can be changed Because you have 10 creators here 10 creators on YouTube 10 creators on Facebook So I think it's the the difference I guess just to kind of delineate between an influencer and a media brand is having a consistent voice across all ad supported platforms So if you look at an array or look at a bi or maybe in your case in a funk you for that matter They might be consistent on two platforms or three platforms and I think that's the big distinctions Running a media business today is a full-time job when it comes to creating content for and being engaged When we do about a billion views a month out of it becomes hard enough for us to just be able to Consistently create content and I think our technology tools obviously help us a lot to produce content programmatically Whether it's vertical video horizontal video square shape video the formats are so much more different And like for example when for us when a brand like put chutney goes to TV on Star Vijay You have to recreate that entire framework It's the old-school way of telling a story, but it's still in terms of a framework very different So I think that's the challenge today is I think For any creators either you work in a your own private island call a platform and become really big on that Yeah, but if you the difference is when you become a media brand you go to scale to multiple platforms if you If you want to jump in over here and push could be coming to you really quick So I think one of the key things and maybe there are two three parts to this answer And you could pick a couple of them because I think this team will come come back again in our conversation You know, there's this big gap between the boardroom conversations that we all have And at and at conferences like this about digital being the future of video being the lead You know this this massive ecosystem of content creators of media brands available as a new bed and then this seems to be this gap between the boardroom conversation and execution and you obviously, you know, I have great insights into and you're working with the brands and I know from, you know, the brands themselves. I'm sure wanted to do this. Where is the crack? Why is it translating much much faster than it is today? Essentially, you're saying why not more conversions, you know, why don't we see more and more brands embracing this Scale I mean so everybody said they have a digital strategy. Nobody Doesn't have a digital strategy because they'd be you know out of the game But what they're actually doing between what is said at our boardroom in the business plan kind of a strategy session The actual execution If the platforms are growing 200% in a year 35% is it going to become a 70% growth at least if not 150% I mean it should be on 50% logically But is it even going to become 50 60% higher? I don't see that directly happening See so I think let me put it this way You want to do content because you know you want to tell you a brand story Yeah, and every brand wants to do that right that ends up you know creating a lot of relevance and you know it Actually takes up your mind measures The only thing is and probably I think agency also are taking blame on this which is that None of the pictures are really outcome focused. It's not about you know at the end of the day, okay You will get these many views or these million impressions, right? There is that for that he's anyways, you know doing his media plans, right? So what is what is what are the outcomes that the? Content is going to deliver right and there's no formula There's no Gone so questions on the pushback that we also get is okay great idea, but what what will it do? so on one and you know you ever set metrics which They're used to you know Your share of voice you know that they'll keep on Tracking week on week versus you know suddenly there is a great idea and like I don't also mentioning premium content and by premium. I mean even the cost of the content is high, right? So that's only made by premium exactly So I should I invest a few crores on something which I don't know what outcome will be So That's that's I think where the like here is so unless we bridge the whole measurement and you know bring some sanity to the approach I think this will continue It's been passed on to you the brands are asking for this but they're asking for measurement and as it's largely around from the traditional formats It's about reach We talk about Just Fundamentally right now I think it's a good time to be for brands because if you hear the landscape that both Ajay and Samir mapped out It's a problem of plenty It's about brands being able to make the right choices because the choices that where they're compared to five years back Have grown significantly today now It's just about brands understanding that which is the best choice because your investment kitty is not going to go up just because you know Options have gone up so then it's about choosing between a platform like a television platform Give which gives you a very Focused M&E on your investments vis-a-vis putting save branded content doing integrations within the brand now Those are the choices where today You know some part of the decision has to still be intuitive And the intuitiveness comes from a blend saying that hey, I'm doing a content integration Will people even remember my brand within the integration vis-a-vis me running TV spots or you know taking you YouTube inventory straight out So I think till that doesn't get clearly defined I think still there's going to be a certain amount of ambiguity in terms of decision-making for the brands You see a TV campaign and it's it's massive reach it's massive frequency and of course It's a big budget, but then you compare that to maybe a season of a IP with RAA or you know or something that we might do with a creator But at best it's it's a few episodes and then it goes and so you Get that impact What's the money that you're spending on TV? So Expectation has to deliver a brand lift or to deliver saliency score that is comparable to what TV is delivering Isn't that challenge the expectation? No expectation mapping is not really a challenge. I think when you're making a choice to invest in a digital piece of content I think your expectations are Realistically mapped to the kind of investment going on into the piece and also the duration of the piece that's going to be live So I think from my expectation perspective I would be very surprised if like a marketing manager or brand manager turns around and says that hey We wanted to deliver the same as television, but I think what the ambiguity sits is a little in understanding whether You know if my brand is integrated within this piece of content will people remember the piece of content? But whether they will remember my brand or not so that's where the ambiguity in judgment comes in for brands Okay, okay, also having said that I think a lot of brands are making these choices today I think everybody is understanding There is a need for us to be more forward-looking even though today They might not be understanding on how you know the integrations will work for the brand But the risk appetite is growing. So I think that's a very positive thing, so I think we're all seeing that I mean this this side of the World seeing that it's just that you know as I say And and commensurate the speed at which is going I want to start directly what you do, but you will have some insight in this in the vast marketing budget of a Large company Say companies have upwards of four or five hundred crores to spend on marketing in a year What percentage of that is devoted towards? digital content marketing Is it Percentage are you talking about digital advertising digital content? Because I mean we've established the hypothesis or the case the thesis that there is this entire Humanity that's growing engaging largest millennium population in the world hungry to watch that content blah blah But can we get a mic for a gesture that okay So in that context given that the opportunity is large We know that digital is still 10 out of the 55 60,000 crore spent right and it's growing at 30% So you're already talking about a 15 16 percent maybe 20 percent Okay, off that 20 percent because the bulk is going to search and display what is what do you see without naming a company? Or diverging anything that might be confidential. What's the range? Is it 1% 5% that is going towards content marketing because I feel that it's really really a fraction of what is happening Is that a correct notion or is that misplaced? Largely Between three to six percent five to six percent three to six five to six percent. Yeah, okay So maybe do you think that's it's about there or I? Think it would be I honestly think they don't even think about it It will be a subset of the digital spend correct So it won't be like okay content marketing and a lot has to do with the fact like you know when Gio happened and YouTube's viewership bumped up the inventory levels dropped because Advertisers and agencies don't react as fast as consumers In general because it's not like now in fact, they should be more spending but you'll see the effects. I guess in Billion views four years ago would make you six times more money than what it'll make you today It's only in fact going to go get worse because as Facebook becomes bigger and more inventory revenue goes there Inventory revenue will get further fragmented. It's gonna be hard to be a creator Subsisting only on that so a percentage of the digital spend so say I was a 15 odd percent Maybe 10% goes as a ballpark to three percent on the lower side of that spectrum and and that's Fundamentally the challenge right less than a third of the digital spends are going to content. Yeah much less, yeah So if so what can we do? I mean then either we are failing at communicating the story Because it seems to be wanting to do it. I this is that this is the puzzle right? No, I don't think the brands are necessarily just going I think at the end of the day a brand Manages job is to while it salience and growing share of voice and all is there at the end of the day His mandate to the agency has helped me grow sales by creating great creative. It's something where you know I remember when I was in times basket, I should say that you know all the flirtings nice But where is the actual you know four letter word which is the fact of the matters when you put that mean when you're looking for love Yeah, he's looking for love When you put in a print ad you your calls go off the hook when you put the TVC you can actually You know look at a material change The same thing happens with YouTube and Facebook when they go to the narrative today on why you should advertise with them There's a clear sense in terms of Connecting an inventory by on Facebook and YouTube and being able to see a lift in sales and they internal studies with leavers Etc. Especially with YouTube and true view have shown that there's a material impact on sales if you buy the mass-thed on YouTube and You know PepsiCo ship Kumar keeps talking about how it actually is the cheapest unit to buy then buying the front page of her Of her newspaper now. I think for us Like thankfully for a lot of brands we work with whether it's Astro in Malaysia with video machine or whether it is With tinder over here. There is a material impact But those stories do not get told because attribution is so hard if I have done if you have done a branded content Or you have done a branded content with the creator It's not like the brand is actually closing the loop and saying hey by the way Thank you for this and I saw bump via X The one or two studies possibly done with Millward Brown or Cantor which actually in look at this There's not enough of research done to show that branded content has a material impact on sales We sell our own merchandise on being Indian So I know for a fact that at least when I send my own product if we put a video and we integrate it I immediately see a bump in the sales on my merch, but that's internal to me It's not something to do it for tinder off I do it for any of your brands and I think work has to be done as an industry to show that connection Because if that data isn't there it's so hard for them. I can understand the hesitance They haven't spending money. No, you've been a big proponent of this research But can we get one more mic here by any chance if we can just Share a mic. Okay. I was okay. So before that I'll just add to I mean every day might not be sales You know which the brands are really targeting But like I said earlier as well that unless you know there's some sanity to you know What really we are trying to measure and you know, what is it delivering? You know this like you never will always exist if it's not sales its virality, right? It's the arched up a lot of content and the views It's never it's never impact it's it's seldom Engaging because so hard to track And sort of do that vision as somebody was saying so but you've been you know in our conversations You talked about how you know one needs to build the equivalent to measure impact of content At a softer level and not just a views and watch time is great But maybe it's still not giving you enough information and there needs to be a benchmark I mean we can all come up with something and present it but it'll be somewhat biased So at the agency side and is that happening at any speed or it is actually it is you know So a lot of our advertisers now are actually you're marking a percentage of you know their content spends only on measurement Yeah, and that has I mean and that's a part of the process Yeah, would you say that is 20% of your client base 50% of the client base so far is it small right now? Sorry, the people who are doing this you're marking it is it across the board Is it something that you're mandating that you need to do this? I would say all across all the top clients that we have it's happening 20% Yeah, I mean most of them are doing it as a process Some might be you know on a project to project basis right a lot of our advertisers are still focused on a lot of hero content Right people who have you know who are constantly you know Churning out content as a part of you know their strategy, right? They're definitely investing a lot in the measurement as well Sameer I would like to make a call out I think what from a brand lens is also very important to understand is that the way the creators are on a journey to grow themselves Brands are also on a journey to understand how this new mediums work today I mean there was a point when every probably a marketer would ask the agency person Muja viral video banana I don't think that question comes anymore because people Understand that the concept of viral video is a urban myth now So I think brands are also learning how to work with creators Today brands would want to work with creators in a way that the content they create with them has a lot of Authenticity to it like if today I want to work with say like a AIB or a EIC I want their voice on the table if I'm going to ask them to only put out my brand's voice on the table Then I might as well do it as an ad unit right to come to a middle point where you know a brand learns How to take in factor in the a creator's Point of view and come to a place which works for both of them Right is a place where brands are still learning to reach I mean today even today you see a lot of like you know Seven people are working with digital influencers and I'm sure like your talent would have you know talked it out among themselves Yeah, they would give like a written text with a photo saying you know Please post it on your handles and that is all our expectation is so you're looking at creator is not a creator But as somebody who has a reach So and which is not the correct way to look at it if you want them to help you build a Cultural voice for your brand. So I think for brands. It's a journey I mean I want to address or put one question to you. Can you can you talk about the journey? On how your relationship with the agencies is evolving You know, it's always been creative media buying creative production house media buying How is how is that relationship involving and then as the idea you guys have also taken this whole thing from You know brands being advertisers to brands being publishers whether it's back It's wrong to the other end of the spectrum where you started saying we'll create all the content will become the destination And some people have had success But most can't sustain that to now brands being a partner a co-IP owner and letting the creators do the creation But coming on board with that. So How does that all work with your agency? Partners and how's the agency relationship involved in doing all of this? I think we are on a transition journey as far as the agency relationships are concerned So there are certain parts of an agency relationship which go, you know, which will continue to exist in the same format Say like a relationship for example with the media buying team at Mindshare now that's a relationship which has existed in a certain format and it will continue to exist in a certain format In the same format, but there are some parts as far as the creative agencies are concerned that are transitioning today So today when our brand's expectation is saying that I think brands are moving from my expectation saying that I want the best From what my agency has to saying that I want the best I don't care who comes to me with the best idea Can you actualize this with the one thing that you guys have done in Telugu? Is that something that you can share with the audience or is that? Okay, so just taking the point from there You know You know sometimes Look at us, right? So are we creative or you know, should they be only looking at effectiveness from now? But like I said, you know with some of our advertisers, you know, we have That transition is already there or has already happened. So I mean on Yari number one So for McDowell's I can call out in that the nature of the relationship how that's evolved as an We have acted as more like, you know marketing partners as far as that journey is concerned Right, it's it was just not about launching a show But you know right from it being a new template to you know a new template of marketing as well You know which starts from you know activating their trade to you know the final Culmination into the show, right? So it's become a TV show now. It's become a TV show I don't know whether you call it a TV show or an OTT show because you know if you look at numbers on both are excellent And it's on TV I think it's it's getting rated at number 10 the OTT views are at about 20 million 26 million as we speak Soon and these are huge numbers whose concept was this is something that you hashed out the concept together with the bread Yeah, so I mean the brand all yeah, so just so McDonald's basically at the actual the way we look at marketing It's a very purpose-led Marketing model so where we believe that each brand sends for stands for a certain purpose and The way the brand needs to show up in the culture is in the context of that purpose so for McDowell's at a trademark level we believe that The brand is all about celebrating the bonds of brotherhood Which is about Yari friendship. It's tough not the friends and I've got Abhishek here Who's my marketing manager in McDowell's so he can offline elaborate more if people want to know but fundamentally the brand talks about? Yari friendship and close bonds of brother now a show like number one Yari With Rana is a show about celebrating some of the relationships that Rana has with people from Telugu industry And you know the whole content piece is centered around bringing, you know the vibe of friendship and Yari coming That's how you integrate the brand value How's the model different so you are co-IP owners in that versus being the main publishers versus being the sponsor It is not an AFP model. We are not looking at it as You're not just being a logo presence on the content. It's a co-owned IP that we've developed So you have an upside in it as it as it sort of evolved into another season At the end of the day, it's rooted in popular culture. It's what you know People followed movie stars You know, it's completely rooted in that and a lot of brands at the end of the day, you know want to speak to these audiences So, you know, it's a co-owned IP, but of course there are other brands also, you know, who are participating in this So really quickly Creatively, I think India has been right up there in terms of Creative output on digital. I'm not so sure that we were really at the cutting edge of it yet Have you in your experiences? How do you do the thought leadership? I'm sure WPB You must have some program. What have you seen internationally on digital specifically that is something that you wish We could do better India for my content brand content creator agency Coming together. I think from a creative perspective, I think we have done some kick-ass stuff, right? If I take examples like, you know, the six-pack band that we did last year last year or you know, the dove Video, you know that we did but internationally, you know, when I have interacted with my counterparts I think it's a it's a great blend of, you know, creativity and technology coming together, right? And there was this interesting case that I saw recently when I From my American counterpart, so it was about a launch of a car Right and clearly a car which is not there in the mindset of the millennials and it was meant for the millennials Do you remember what was which car the brand? Yeah, it was okay Yeah, and they were launching a special variant for the millennials. Okay, right now So, you know, my share came up with this concept and you know, they shot a great action film, you know Attributes of the car. Okay. Yeah with an action star and a Hollywood director. Now. Yes, even we we can do that Right premium content. Yeah, but yeah, but at the venue, you know, when they had a Potential customer walking in, you know, they would take him they would shoot him in five or seven different angles And then in the final video, you know that hero gets substituted by this guy So it looks like that He's driving it now and you know, millenials Love to share right there. They love to propagate. So a video where you have, you know, you are a part of a chase You know, imagine the virality that it would have created cool content Give us an example of something On the distribution front, I think on the creative front, it's it's it's up for grabs and how it landed But on the distribution fund any innovative distribution techniques that you've deployed Text speed integrated or otherwise So I think when you build out these brands, the idea is to have a deep community with a certain TG So for example, blush We can grow it to have more numbers But we take a lot of care that 90% of all the audiences on that are female Because it's easy to add in a pop country like India male audiences really rapidly, but it dilutes the brand's poor audience Now on that something we recently On with actually it is a combination of two things we had with pantaloons where with video machine It can automatically take any storyboard and automate it So there was a story which we created on WhatsApp between a mother and a daughter And use the Facebook marketing API to actually look at re-marketing to existing blush audiences But that all when we put the content out there We didn't put a single piece of money in that and it grew organically to four and a half million views that video Took us roughly about six minutes to produce and it looks great because it's actually it's a fabulous looking video of That and in that case the it's actually a conversation between a mother and a daughter while the daughter is at the pantaloons showroom All of this is happening over WhatsApp. It's a video and the daughter actually sends across So they're exchanging messages. They're not It's not actually it's a video, but it actually the whole video is nothing but the WhatsApp form And I think Aray also does the something similar which is take over your phone. Yeah, except we automated it So the point is that the she actually starting pictures from the showroom To the mother or what's up and that was coming from pantaloons as a brand Main part was the ability to take a creative really quickly turn it around And put a video out there and then make sure that reaches the right TG I think not enough of focus sometimes is done when you might get four and a half million views But if you're a brand targeting women on Mother's Day Look at what the TG is if it's going to be 80% male audiences who are engineering from North India It's of no use for you. You know that is going to be it doesn't do anything for your brand So I think especially when it comes to cohorts like that It's very valuable to be able to use the co Product marketing API is that all these brands provide and then marry that with the creative What if what can we do better on digital from your learnings of you know, 20 years in TV You survived the entire, you know, I think the bad one print was bigger than TV, right? So we try to sell the owners like business when it was not even there like exactly I mean, I guess you should remind us that people have forgotten and now when we are seeing TV is much bigger than digital The time will come perhaps where where those tables turn to but in the 90s late 90s It was So what happened then that actually shifted it or was it just the mass adoption? One obviously is the simple point of wherever the consumer goes everything will follow right whether it's subscription or advertising revenue that follows The other point I think I'm taking from her and the distribution point we're talking about right today We don't have a leak table today If you look at television, you clearly have a leak table saying okay IPL is the number one watch property at any point of time or Bali Kavadu is there or five of the shows are there and Different segments have different league tables right? What are people actually watching? What are people consuming now? If you look at an example of somebody like or somebody who's actually a broadcast or who's got an OTT platform as well, right? The ability to measure across platforms, you know, and the data points that are coming across for a unit of content is Not there so therefore we don't really know today as an in public domain at least I think I know What that number is for my shows, but we don't know what is the leak table in digital? What are really people consuming across age groups across? Demographics across geographies like is there on TV however flawed that methodology is but it's there, right? So whether it's black or Nielsen whoever does that unit content level of measurement, right? I think that is a good starting point for people to understand. Hey digital is actually now People are watching a digital show much more than all of television put together, right? We really have only anecdotal data or data from YouTube You should subscribe to our intelligence machine. We just open up to publishers. We'll give you that lead table During that probably end of mid of next month. We'll start launch intelligence machine rankings Which are actual rankings for influencers and creators in Simplistic level also I think people have not got enough of that Scale available to them to you know what I've analyzed or understand Any questions I think a couple of questions before we It's a really interesting panel ladies and gentlemen. I think you should ask some hard questions Who's up for a question? I guess I'm sure you get hounded offline. Thank you very much. We'll go to close for today. Thank you Thank you very much. I'm gonna request some way to please present the moment to assault the panel members as well