 Alright, quickly we'll move on for the first panel discussion we have and let me welcome on stage our session chair first, Yatin Balian, managing partner, national head of media investment, Omnikom, media group India, and our expert panel members are Avi Kumar, chief marketing officer IGP.com, Sneha John, director of brand and social Swiggy, Sitesh Jogalekar, vice president, marketing, Baishu, Tanvir Khan, GM, brand marketing, Danso, and also we have Vinit Karnik, head of sports, e-sports, and entertainment, Ground M, South Asia. Can you all please put your hands together for our panelists and our session chair? We have Yatin Balian, I'll be handing over the mic to him, thank you so much. Good morning, extreme corner, a little more energy is because sports is a vertical where we need Kanthakan energy to discuss, right? Fantastic. First of all, welcome to have this conversation on sports, which is fortifying the brand building process and myself being a sports person, sports enthusiast, I'm pretty excited to have, to listen to your thoughts on, you know, if you've seen last week's last decade or five years or so in particular, we see how the advancement on technology has created newer categories, right, be it in fintech, edutech, convenience tech, travel tech, right, and which has changed the entire, the game of marketing and to that effect, I would, and you all are at a different journey of growth, right? And I would like to understand where are your immediate marketing or advertising priorities and even if you can contribute from an agency perspective from, you know, for all this, yeah. It's for all, then we're starting with you. Am I audible? If not, please tell me, right? For us, I think we are in the phase of growth and when I say growth, I think people in the room will also agree, we are looking for sustainable growth, a growth that can, you know, last for long, right, and we recently launched a new category of growth deliveries that we are trying to deliver in 19 minutes, right? Some of the markets are mature, hence we are looking for sustainable growth, whereas some of the market we recently launched, which are looking for exponential growth and hence the objective for those cities are different, but from a business perspective you ask me, we are looking for sustainable growth and I think that's going to be the long-term vision for us at least. So I think all of us are looking for growth. We are looking for new consumers. We are looking to retain the existing ones that we have acquired. What is very important in, I think, our brand's journey at the moment is to create a brand which is very consumer centric. We are creating a brand that solves for the occasion and celebration retail in India and with the consumer at the center, we are looking at how is it that we can ease the life of the consumer whenever they think about occasion, whenever they think about retail, whenever they think about e-commerce for occasion and retail. Interesting. Yes, Nya. So, for Swiggy and specific, our focus for the next, I would say, few years, so food delivery, as you know, has been around for some time now, the focus for us is actually going to be growing the category and, you know, us as well, and why I say to just put some things into perspective. So, China right now is at 52% of penetration for food delivery among internet active users. In India, that number stands at 17%. So, there's definitely a lot of room for us to grow. And the idea is, like from a communication perspective as well, what we want to do is try and showcase to this long tail of consumers about how food delivery convenience and thereby Swiggy is relevant in their lives. Right? So, yeah, that's our focus for the next few years. Yeah, I said this. Yeah. So, at Baiju, you know, if you think of education, what has happened? For two years, schools were closed. And now schools are going back, you know, life is going back to sort of pre-COVID normal as we talk about it. And parents are looking for options. Parents are looking for online options. Some parents are looking for hybrid options. We believe future of education is hybrid. You know, offline plus online wherein both combining together to deliver best of both worlds. So, whatever the customer, the consumer is looking for, if it is hybrid, offline or online, we are there in different forms. And that's the kind of messaging that we are, that's the kind of role that we think communication will play for us in these next three to six months. Yeah, I mean, it's from an agency perspective. Actually, all the marketers have made my job a bit easy because while everybody is chasing growth, from a consulting standpoint, my answer is very simple, that sports is the best platform from a growth perspective because obviously it's the most effective pop culture today that we see. I mean, if you look at the momentum in media, in consumers, everybody wants to have a point of view on sports. And cricket obviously rules the rules. And I was just talking to somebody that pre-COVID, cricket was just about 86% of the whole sports pie and post-COVID has gone up to 94%. So, that's a very interesting way. And most of my friends out here have positions on cricket and which is great. So, continue doing so because that's going to be your recipe for growth. And the reason why you should do that, it's not because I'm saying you should do that, it's because sports remains the most effective upon gaming platform ever because in a fragmented economic today, consumers are doing multiple things on multiple devices at the same time. But say at 8 p.m. or 7.30 p.m., you have an assured audience glued on to the screen and that's what you guys are looking for because you are chasing the consumers and consumers are chasing the sporting platform. So, that's my opening remarks. Nice pitch, we are convinced. So, considering Tanveer, where there's so much emphasis on performance, right, because you want to recruit audiences and their business, there's a huge focus on performance. In this context, how do you think what you think about brand building as an exercise in context, there's so much focus on performance? I mean, see, we are, you know, internet-first-facing brand, right, we are consumer tech-facing brand. For us, performance marketing is going to be a very, very important channel. As I said, I think we are looking for growth and when you look for a short-term growth, nothing can beat performance, right, and that's why I think that's going to be there. But in parallel, I think brand building exercise as a strategy is going to play a very, very important role. Right, and I'll take a few steps back. I think when you see the whole pandemic, time period and after pandemic, the screen time of a consumer has increased. Yeah, right. Most of the people are spending a lot of time reading news, watching content, spending a lot of time on social media. Contrary, the attention span has gone down. Now, with that equation of your screen time going up and your attention span going down, there are hundreds and thousands of brand fighting for that mind share. Right, and I'm sure... And hence the need for... Hence the need, right, because there's no differentiator. If I'm delivering groceries in 19 minutes, I'm sure somebody's delivering in 25 minutes. Taking the cue from the... There's always a conflict between the short-term sales lift versus efficiency and effectiveness. So how at the organization, how you are balancing the two? So, you know, we make sure that the messaging never steers away from the main communication. It's very important that whether you are on a bottom funnel, mid-funnel or a top funnel, you have to be very clear that the value prop that is there for the brand, that has to be... That has to be communicated. Now, we're not Amazon. Our value proposition is still being established. Consumers, we just spoke about, are fragmented in terms of the kind of media that they consume to the kind of exposure that they have on brands. And it's very important to be present both on the top funnel, which is continuously building the brand so that the value prop is clear through the brand proposition and also talking about the same value proposition even in your bottom funnel. So while performance marketing will have a marginal impact or will have a short-term impact, but at the same time, it's also very important for the brand to establish what it stands for in the long-term. Fantastic. So coming to television and media, which is almost a 900 million reach, and it can't get better, and there's a further scope to go to a 1,300 million. So from your perspective, what role TV play in your media makes considering you need to balance both the short-term efficiency and effectiveness part of it? So to be very honest, it's a very complicated question, right? And then I'll tell you why. I'll tell you why, because objective first, what do I use TV media for? I would say it's largely for long-term. But at the end of the day, Tanveer, like Danzo, Swiggy, we are in like very actionable categories, right? So I can actually show you an ad right now, an ASMR ad of cola being poured into a glass, and you probably have your phone on your hand and you can immediately take action and order it and have it by your side. So I think that's a good thing, as well as a bad thing, but in terms of the objective that we actually, the first principle, objective that we use televisions for, it's largely for long-term brand-building, but I would be amiss if I say there are no short-term effects, right? Like there are definitely short-term impact as well that we see in terms of building advertising as well. So considering, we discussed that, you know how the concentration span is reducing and as an individual, I want to enjoy content on a larger screen, so just for you, do you think that consuming content on a larger screen, like television has a far more better recall and move mind-measures better? Absolutely. I think what is happening is, if you think of education as a category, right? The consumer is different from the customer. My consumer is the child and my customer is the parent. Very, very few occasions where the family is coming together and enjoying something together and sports is one of them. And so I think large-screen family being together creates those conversations, creates those moments of discovery for discovery that lead to trials, that lead to engagement and yeah, I think that's been one of the drivers for Baiju, for sure. Taking the cue from that, you mentioned about how you want to kind of, in this entire changed media dynamics, how the TV helped you to create a build category, quick commerce, right? How, what the role TV played in your journey so far in terms of building category as well as the regime of quick commerce? I mean, I'm not comparing with Sugi and Baiju I think they are more dominant player when it comes to TV, but for us I think for the first time we went for national and we chose IPEL as one of the medium for advertising on the TV, right? But I'll take few seconds to explain why TV advertising really, really worked, right? And I think he touched base on that, right? Without family, you tend to see a lot of movies and content, right? That sort of, and that's why TV viewing in India is still a family affair. When you're married without family, you will see content. When you're married with family staying, you will see a lot of news channels, right? But when, as a family has to come together, I think sports is the only channel where every member of the family enjoys the TV. And the amount of reach that it gives at a cost of impression, right, is humongous, right? So that's sort of what the TV brand love, and I'm sure I mean, I shouldn't be saying it sitting on a stage, but we as an Indian feel that a brand has grown big because in our TV, right? So there's a lot of trust, a lot of faith, a lot of initial push that comes towards the brand comes from a TV, because it covers every sort of type of place. So it's like collective viewing, celebrating, watching, enjoying, and thereby the more collective decision-making happening, right? And there's also two things again, right? One of the things that I think is really important is that you have to make sure that you have the time in India today's TV. That's one part of it, right? Second, it also impacts your other campaign holistically, right? Your performance reduces, your performance, your creative performance reduces, right? Your other channels start performing and start giving you better conversion when people start viewing the content on TV. So taking a regular in terms of spending on TV and within TV specifically sports. So one, I feel it's more to do, it's not really about just sports or just, it's, you have to choose a channel that works for you and where your brand is in the journey will also decide how you want to, you know, spend and what channel will work for you. But so far sports has really worked for us. What we've seen is that we've got a direct impact on both the brand recall like Tanveer mentioned, that there is a trust that gets created when you're seen on a larger screen. When you're seen on serious sports there is a brand recall as well as brand love that gets starts to get created. Consumers start to search more for your brand. We've seen 30% lift in terms of our search results for the brand whenever we've done a campaign on sports. And that kind of creates builds up the confidence on a regular basis that, you know, there is a direct impact on what you're spending on. We are a digital first brand, right? And the fun of it is that you can almost, and I'm maybe exaggerating, but you can measure on a ball to ball basis. So there is an ad and I see a spike in the traffic. So there is a direct correlation in terms of the ad playing on TV and the traffic on the website. And that's the proof of the pudding, right? If I may add, right, it's also one of the medium which has the highest captive audience. Your attention is there on the TV, whereas on your YouTube you can still skip it. On our social media you can still scroll it, but on a TV the audience is very captive, so your attention increases widely. More importantly on sports, right, because the games are high, high voltage and you don't want to miss any of the action, and thereby the attention span is fantastic. Vinita, there's a Hugo study which shows that 83% of people want to consume or watch sports on a large screen TV, right? I personally enjoy that on TV, but see your thought and how I would try to look to kind of capitalize on this particular aspect. Yeah, so it's a no-brainer, right? So the experience of sport or any large format like, say, a cinema is best on TV, and that's what everybody here from a brand marketing point of view are also saying. So I mean and make no mistake, I mean, all of them are the digital first brands and they are platforms themselves. So if their own internal data is saying that television is one of the mediums which you can't miss and from a brand building standpoint that's the best medium, there is no better endorsement than what we have right now. So absolutely, I mean, it's all about your experience and I always wonder because I know that India is from a digital point of view a mobile first market. So at least me personally I can't relate to seeing any large format content on a small screen. I obviously personal preference, I would prefer a big screen. So coming to the sports and is the center pace, right? How the across sports, not only cricket, we see how the engagement with the audience has emerged across sports. More coming to cricket is like a 700 million reach, right? That kind of IPL can offer the same time world curve 2021 as close to 400 million reach. And even India, Pakistan, we thought that our rivals playing, living close to 400 million, which that kind of base and considering IPL is one of the largest league in the world, right? So are we at a stage where that is our answer to Super Bowl and this question, so are we there or it's a little ground to curve? I've been saying it for the last five years that that's our answer to Super Bowl. And I would and I said, I mean, like I said in my first answer that why shouldn't it be because which other content piece promises that kind of audience over a period of time or on that on that moment. There is no other piece of content that I know which gives you that kind of a guaranteed audience, right? So it's a no-brinner in my mind. Absolutely. I think completely second that. In fact, I can tell you an incident. So the Australia series that happened, you know the kind of passion that it evoked, you know, and the kind of you know, engagement, it's just unparalleled, right? You know, what we saw when we saw the Rishabh pan hitting the winning run. It is etched in people's minds, you know. That is what I think is the differentiator. I completely agree. Sarcastically saying I don't even compare live cricket with any of the other programming. I compare the extra innings with other things. So I mean, it's that powerful as a medium. I think it's a great idea. So, you know, you also have to look at what your requirement is. Most importantly, does your budget let you be present in a place where you have 100 million customers, right? And do you want to be present and the budget has to be sustainable, right? You have to do it regularly. You can't just come in and go out. You have to be then present in lots of spurts, lots of, you know, other matches that are happening just to create that kind of a brand recall and presence. So the budget also needs to be aligned along with the 100 million. I'm sure that's the business opportunity as well, right? Not only audience but the business opportunity. When it's staying with you, how we are looking, I will know all like an event from media campaigns standpoint. I know it sounds very basic but at the same time from a digital first person perspective, it's more than the scale this property offer and where the advertisers can look to build their audience at the same time business proposition. Yeah, so that's quite interesting. So, see, look, you need to have, so it all depends upon what do you want to drive as an objective, what do you want to land as your marketing or a brand challenge, right? So that will determine your investments, that will determine your investment. So there is no one answer. There is no one size fit all answer for this one but as you just said that the budgets have to also fit in. I mean, in my mind, the campaigns today or the objectives today are getting aligned to these kind of properties, right? Because eventually it's you're chasing a consumer and if your consumers are going to be looking for a good market for a good investment piece, you'd have very limited options but to figure out your life around that piece of content, right? And therefore, if you see over the last 15 plus years, most of the marketing dollars are being aligned to a summer campaign because IPL happens during summer. Most of the campaigns are aligned towards the World Cup and the World Cup. So if you look at what happened to Asia Cup, everybody was playing it safe to what I thought initially. And the moment Asia Cup started building up ratings, building up viewership, everybody wanted to join that brand by going, right? So today there are more than one reasons and examples where cricket has delivered, sport overall has delivered. So I think it's important to look at the market and its preferences rather than looking at budgets and marketing problems because if you are looking at scale, if you are looking at consumer mind majors, I think we have very little choice today but to look at these big ticket impact properties especially in the sport domain. If I can second that, right? If you are seconding it, it's fantastic. I think we all should be extremely happy about this because that's what we are here for, right? I think huge round of applause, guys. No, we all are convinced. We are participating in IPL. Is that what you want? No, I second that, right? I think few years back if I can say that, if I am allowed to, that as much diverse we are, come from multi cultured language sort of different states, right? Two events in India that sort of let a brand to spend crore dollar. One is IPL and second is Diwali. There is no other event, right? And for us as a brand, I think I am sure people will also agree to the fact that because one of the high decibel sort of medium, right? Where you have so much of concurrent user viewing the content at the same time you have to be present by the virtue of you want to be or by the form of other brands, right? So it does drive because there is no other sort of event that in India can drive that much of volume for you. So that's one part of it. I think one question that you asked is that what else it has to offer, right? So beyond, I think short term says that somebody mentioned brand recall is always there, but I think more importantly it also drives a lot of brand conversation. If you are able to use these properties that, you know, ICC has to offer or Hotstar has to offer. So if you're looking to spike up your brand conversation, you can, you know, smartly choose those property and drive your brand conversation beyond your sales. So just one thought on that. So I will have more than 50 case studies where where a mix of categories mixed of brands have used sport and cricket as a medium and delivered, okay? So just give you a quick latest one is that the ATM changed hands with Mastercard and the first match happened two days back in Chandigarh, okay? The kind of response we've got for the brand Mastercard in the social media and in the quick research that we did on digital over the last 48 hours is unreal, okay? I can't divulge the numbers right now, but we will do very soon. It's unreal impact. The first match, and we all thought that it would be the best five-match-old, 10-match-old, one-season-old, first match delivering exponential conversations in social media, exponential conversations in top of the mind and that's the power of television if I have to say. And this was not even IPL, this was not even the World Cup match. This was a bilateral India-Australia. Fantastic, fantastic. Siddhas, coming to you in terms of, you are in a very interesting category, right? Yes, in terms of how you learn at the same time, we are talking about sports, which is a fun element of it. So I would like to understand how you build synergy of the learning and the fun, which is a sport aspect of it. Absolutely, I think that's a great question. They might look conflicting categories to us, but then they all chase the same goal, excellence. Sports talks about excellence, excellence, achievement. So that way, I mean, that way there is some congruence there. As I said earlier, it was a family viewing kind of one of the avenues where families are together, seeing this, seeing us together and I think a lot of our icons are from the current generation for sure have done well in academics. Similarly, we are seeing some icons do exceedingly well in sport. So I'll tell you one example because we have created a wicket to wicket kind of a series with ICC. And today it is the most viewed content, sports content, educational content on YouTube, on YouTube, the Instagrams of the world. And this is because of association with the... Absolutely. So it talks about every episode is about one concept. It talks about the Chinaman, it talks about the run-up, it talks about how do you do the physics of it. And the analytics part of... Absolutely, absolutely. And it creates that it has... the congruence of academics and sports somewhere has delivered this is what Bayou's can do for you. If you can visualize things in sport as well, why not in physics? Why not in chemistry? I'll take that an argument from a business standpoint, perfect, but I am not taking this argument going back home. My kid will say, you know, I want to watch sports and not be investing too much time on studies, but yeah, it's very relatable the way trying, you know. And I see it in my own home. The kid is trying, like, across his beet cricket or soccer. They're analyzing so much on their own, without being fed any information. They're their own little expert, not expert on Chai, but it's just that they're actually building their own analysis, trying to put it on their own narrative across on different media. Coming to you, then, we're having offline conversion, you know, you leveraged IPL, you decided to IPL mid of the last year, right? And what was the mindset? Because usually either the call usually been taken pre-ahead of time like it's an event in itself, the festival in itself, the cricket is as good as a festival and you pre-plan. So what is your psyche of going mid of the season? Honestly, we didn't go in mid. We chose to be towards the end. Okay. You felt, I think, I'm sure people will also second that that in IPL the viewing peaks only the start and the end. Majority, right? Yeah, the slight variation that across in the middle. Initially the organic buzz and then towards the end is just that your favorite teams are fighting for that favorite spots. That's why your favorite teams are fighting for that. So it was not immediate sort of thing but it was planned that we will go ahead and partner in the second up also because operationally we have launched few cities. We wanted them to get sort of a breather for us to grow and yeah, I think it was planned. It was planned from the day one that we thought about doing IPL. But just that we wanted to give those newer cities a breather for them to be fantastic. See this, you had been associated with sports for quite some time and from how you use sports, right? How you see the role of sports on TV has evolved for you because while in the stand is the audience you want, the recruitment you want but at the same time has the role of sports has emerged or changed over a period of time because you have been associated for quite some time now. Our first right from our first association with sports yes, from the discovery phase to now to growth phase now engagement, deeper engagement yes of course sport has evolved. In fact I mean I go beyond cricket on this front. For example, we were associated with the hockey world cup in Bhupaneshwar. You should have seen the excitement in Bhupaneshwar to believe the kind of excitement that was there locally. I think sport India of course there would be cricket is followed nationally but there are enough number of other sports as well that are followed certainly in pockets. For example, we were associated with KBFC, K Lab Lasters. They made the finals this year and the kind of energy, the kind of excitement that was generated among the fan base was phenomenal. I think in terms of the brand journey associated with sports over a period of time different objectives were made. One was back in maybe 2017-2018 it was about establishing the category. Right now for example there is deeper engagement across different channels, offline online, hybrid. I think absolutely the role of TV, role of sport has evolved and I think obviously the reach, the bottom the denominator has been the reach what you are talking about. It's very interesting how education let how being front runner in terms of driving sports engagement even in the grass root level while sitting in metro we usually don't get exposed but this is a fantastic insight which you can take back. Are we coming to you in terms of we all understand how a digital brand when it drives on such a large platform there is a possibility for the consumer to engage on mobile right because you are digital first brand the awareness is being built and you are engaging on mobile. So does being present on sports enhances the efficacy of deployment outside television? So the answer is yes whenever you are advertising on sports TV or any other medium you would look at the impact that it is bringing on the native medium on which your brand is, which is digital. So there are conversations that get driven and I think a very important part of this is also the creative. So one part of it is the channel that you are using but also the creative that you have on the channel that is being put on here because that then starts to drive conversations that drives curiosity among consumers to sample the brand to go for the brand and whenever there is a, if they come across the brand in the digital ecosystem which may be on Instagram on social media or it may be on Google when they are searching for the products that they want to buy that recall or that engagement then becomes much more higher because they have been exposed to the brand and then they trust the brand more. So the efficacy becomes much higher. Taking this Q ahead, then I remember the create one campaign you did on on Phrygian QR code. Does that impacted little details on that particular being? So I think the Phrygian Choro campaign was very strategic call. And I'll just take two more to explain that also. Because we were entering IPN and most of our competition was also there. And the market was I think very good with brands. In one sort of ad break you see at least 5c advertisement. So the idea was to create content which is clutter breaking and that should stand out. Because you understand the attention span is very, very limited. Of course, your first job, the first appliance that you buy is Phryg. There's sort of relation that you build it on and when you touch that sort of nostalgia, I think that grabs your attention. So the content that we thought about for the Phrygian Choro campaign was just that, that Phrygian synonym of freshness and we deliver freshness in 19 minutes. So we're able to touch that and correlate it. I think that's where the game was. Well, on the QR code I'm sure most of people have seen for the IPL final. The idea was that we were live for 20 or days and we realized that people would have seen our ad once at least in the IPL season. And whatever creative juice, whatever brand that needs to be called out has already been done. So we have IPL final, which is the most premium property in the nation at that moment. So what else we can do to drive the brand conversation. So we just not did IPL final as the medium but we went ahead and bought all the medias in India at the same time. So 830, if you're watching IPL and any channel in India, it was a media blackout. So whether you talk about general entertainment, whether you talk about news, whether you're watching any OTT platform also, 830 it was a media blackout. Only QR code that you can see, irrespective of which ever channel that you go. That's why if you go on Instagram or Twitter or LinkedIn, the conversation is spiked certainly. And I think Kabir also posted after that ad that we saw 10x sort of growth in that specific ad. So that was the idea. That was a disruption, got a lot of attention and talkability. Coming to you, Sneha, from our association standpoint, you have been associating with sports and cricket. How you look sports from an audience opportunity standpoint as well as business opportunity. Because your category is very very different and I've been seeing a lot of activity around. So your take on that because that's where the business angle comes pretty strong. So for us, actually cricket was a serendipitous discovery way back in I think early 2017, late 2017, we started off advertising on cricket and it worked really well, of course, like the stage of the brand was much much smaller and hence a lot easier to measure lifts. So that's how we actually embarked on that journey and we were just putting blocks together one by one. So when it came to 28 and we've actually been associated with IPL right or advertising on IPL right from 2018 and the one thing that I can say is even from 2018 I think when we went into pick up IPL there was a razor sharp focus on what we wanted to achieve at that time itself like when we were present in seven cities. The idea was anyway we know during IPL people are going to be sitting at home and watching it with family, with friends, with alone possibly. How can Swiggy come in as like ubiquitous to the cricket watching or sport watching or even like sitting at home and chilling and watching something experience like how popcorn is to movies right. So I think we were focused on the objective right from 2018 and over time we've built that and what I would like the testament is to see how it's become like the category is grown on the back of it. Now it's become an organic consumer behavior. It's essentially behavior that we've created of like you know Swiggy in or you're watching a match or when you're staying at home or when you're on the weekend. So we've seen we started off as an advertising opportunity. It's now become an organic business opportunity because now we prepare for it because like we created it way back in 2018 right so or from 2018 rather. So yeah that's our journey so far. So just to you know so it's no longer just advertising it's it's about how the various elements of marketing a little more details on that would be great because it's no longer just straight forward brand building. Absolutely not. I think again like I said I think the two things that are very important for us to take a call on whether we should advertise at any point IPL non IPL etc. is the first thing is the consumer behavior like what is it that when the what is the business or brand objective that we're trying to drive and to like what is the what is in it for the consumer right. Because like we've seen this organic habit of people staying at home and ordering in then we've realized that we need to definitely have specific consumer propositions and that can't be the same proposition each and every time. So I can't tell you each and every time there's 50% off because that gets boring beyond a point right. So I think again like trying to understand consumer psyche what is it that they're looking for how can we again try and influence behavior more is is so like I would think I would go back down into like consumer behavior and see how sports watching and food delivery can go hand in hand so. Fantastic I guess this changes the entire the way the advertising being viewed on sports you are into gifting and flower so do you also build certain kind of moment led advertising because this is also you know gifting is related to certain moments be it Diwali or be it others how does that that plays in your marketing scheme or things. So for us see the consumer is coming in either for a festival such as Diwali Raki or a special day such as a Valentine's Day, Mother's Day, Father's Day or certain occasion in their life which may be a birthday, anniversary house warming or even you know now we're getting into that space where a special day which can be by the back by a boss also is a special moment that you can celebrate. So these are some of the use cases why the consumer would be coming. Some of them are very very time specific if you are to shop for Diwali, if you are to shop for you know Raki, send Raki to someone then that communication has to be very topical and at the moment right and then there are others where you need to create the recall of the brand that yummiest cakes online are on www.youtube.com. So that is a little bit more long term but whenever you are in your search journey in your discovery phase you will remember the brand and hence the reason for us in our journey from 500 orders we've moved to peak of about 50,000 orders and that journey in those journey whenever we had a spike we decided what is the next phase of growth and how do we achieve it that is where we thought that atl and within atl cricket could be a medium which could give us that kind of reach, which could give us that kind of awareness for the brand and help us to reach out to the next level of consumer, whether it is for a festival which has immediate short term impact or for the proposition of the brand which may not be an immediate requirement for the consumer but a little bit more long term and we have as many cricketing days throughout the year to capture all the respective festivities so I guess we had a fantastic innovation just from how we leverage sports, just to summarize from each of you, what are your best two or three best practices from a digital first brand to leverage any sports event you have in bits and pieces mentioned about but just to summarize what are the two or three best practice how you can leverage sports starting with you, Tanveer? I think as I think we were discussing about the same, that once you decide that you are going to be a part of it what is going to make you stand out is the content and if your content is not at par or beyond your competition, I don't think you will be able to grab user attention. So you have to create content which is clutter breaking that is very very important. It has to be you have category defining insight, that is very very important second, third you should be also able to create, I think we were talking about the same thing the use cases. So these are three important elements because when you decide then you are decided. You have bought the properties very costly also by the way. So when you decide then these are ineffective also so these are three things that your content has to be at par and bigger than your competition it has to have category defining insight and you should be able to solve a consumer problem with a use case. I think that is very very important the core of it. I think it has to be a combination of one frequency you need to have a good frequency when you are on cricket when your ad needs to be visible. It can't be that you want to be there just play two ads and you are out. You have to have an optimum frequency that is one. Second creative creator will play a very big role. How do you say what you want to say as a brand in the 10 second or maximum 20 that you have and third would be consistency. So while you may be present on one series we have been doing this now for three years to build the growth that we have got. So you have to be consistent in terms of your visibility and your approach. So consistency, frequency and the creator. Fantastic. The reads continuity and yeah if I have to take off from Avi I think the first and most important observation that I have had about how it has become a success for sugi is the consistency and the long term vision. I don't think you should go into IPL or any sporting for that one single shot. I think you should have long term vision to see it through successfully and make sure that you also have like a plan of action on how you are going to keep at it. Because most of the brands that you do remember are brands that you have probably been seeing on IPL on cricket etc for a really long time. So consistency is like the single most important point. The second creative I think everyone has mentioned no need to talk about that. The third part that has again is something that I have observed that we have done at sugi with specifically on sports is experimentation. I think we have experimented with like large format sponsorships. We have taken specific smaller sponsorships. We have done regular advertising. We have actually played around very well with creative formats as well as the media available on cricket and on sports and another experiment that we recently ran. We actually picked up a sponsorship for eSports broadcast which is very gen Z focused. So I think experimentation is very very key and it will also help unlock a lot of insights and help shape your plan for the next year as well. So these are the three things that I have observed from sugi. I think most of the points have been covered. I think more than anything else what problem you are trying to solve has to be clear. You have to be very clear about what problem are you trying to solve for any brand that you are advertising. That's A. B I think I agree with the consistency part and consistency might vary by the phase of your campaign. You might have a different mix of creatives at the start and at the middle and maybe at the later parts. And I think frequency also plays a big role. Frequency in terms of just staying on top of my recall because there would be the need for any category, not the education might come up at different points of time so that moment marketing which we talked about right now we talked about right now will also play a role there. And these would be the usual conversation with clients. The creative innovation experiment sustainably creative. All nicely summarized by the panelists and it gives a lot of ammunition for discussing with clients when it comes to sports like RIP or any other sports. So I will talk about two things. One is one is to experiment a lot and one is to also innovate and push the envelope beyond the point because see if you want to play safe, cricket is the option. There is no brainer. Just put all your money on cricket and you are very very happy. But if you want to find your new customer and find a complete new audience base, complete new market there is a life beyond cricket as well which is multiple sports. Neha spoke about eSports which is a very very mushrooming audience very very younger audience very very unpredictable audience. So it's worth experimenting with those kind of younger lots. Today talking about television I haven't seen any live sport including Coco which happened just less than a month back. Even Coco garnered reach of about what 60 plus million people look at cup-a-dee cup-a-dee always averaged 150 plus million people ISL averaged obviously 200 plus million people. Now these are perhaps new audiences right? They are not your cricket audience because not everybody follows cricket. They are people who also follow football, people follow cup-a-dee people follow hockey and eSports. So experimenting with the newer formats, newer sports newer audiences possibly might give you a complete new strategy or new approach towards your marketing plan. So these are two things I would want to emphasize on in addition to obviously whatever we have spoken till now. Thanks for summarizing we couldn't have summarized better than this because it's very crystal clear what to do and what's not to do. I'm not sure if we have time to open up for we can take a couple of questions can't hear you. Yeah, so this question is around brand engagement around cricket. We all talked mostly about cricket the whole pedal and rightfully so because cricket is undoubtedly the religion here in the country right? But with the evolution of other sports here in the country I mean we have some of the best boxers and some of the best wrestlers in the world and not to talk about our badminton stars. Already recently we won the Thomas Cup in badminton right? But now with the evolution of other leagues like your badminton league and then ISL leagues do you see a brand conversation that's going to be there around other sports as well? I mean down the line maybe eight to ten years from now? That's what I pitched right in my last remark. He didn't mention about going beyond AI to come up on stage and thank them please. Our picture is filled. Can you all step forward? Come forward a little bit.