 The first panel discussion and I would say a truly very interesting one it's going to be as our speakers have said that the brand trust is the key tenet for any brand as a brand that consumers trust and loyalty influences the buying decisions gains market share and is of course a crucial element in defining the company's success. However the digital acceleration in the post COVID world has resulted in brands re-evaluating their stance and strategy but our first panel discussion is on the topic creating brand trust in the digital age and I'm sure this is going to be a very interesting conversation coming up. First up let's welcome our session chair Ayesha Nagar the managing director of NEPA India and of course our panelists Ankit Desai marketing director Hershey India we've got Ateed Mehta marketing head by juice we've got Moa Das Gupta head brand marketing Tata Click luxury Ruchika Gupta CMO luminous bar technologies we've got Saloni Shah general manager of media and digital laurel India and we've got Sean Natuqa the head of ad sales south asia discovering so my heartiest welcome to everyone for joining us thank you for your valuable time and this is a rather very interesting conversation we've been looking forth to having all the best of the best speak about on this platform. Ayesha the task is with you the mammoth task of having this first panel discussion I'm sure you'll do a wonderful talk over to you thank you Bob now for setting the context and welcome everybody to our session as part of the fifth CMO summit where in the next 50 minutes we have a job at hand discussing creation of brand trust in the digital world and I must say we have a powerhouse of a panel almost a marketing force ranging from FMCG to ATTEC from luxury to mass brands and then sort of like completing the full circle with media now trust is a currency that the brands cannot live without specifically when the world is rising after a pandemic and where a consumer mind chefs at least in like India is a fast transforming the needs are changing the kind of relevance that the consumers are seeking from brands is shifting and I must say that if a consumer has the trust in the brand they are likely to seek more they're likely to pay more recommend more and lastly perhaps even forgive a brand with that I would just jump into the discussion and I would love to invite all of you for opening notes on what do you think drives brand trust and what is likely to break or destroy it we'll begin with you Mahua do you want to open it for us sure thank you Ayesha and welcome speakers so as we have been navigating the whole post-COVID era I think three things that come to mind as absolute imperatives to drive brand trust in this new digital age one is definitely authenticity brands that are authentic honest real are likely to drive better emotional connect that translates into trust for consumers and we can go into more details and examples of it yeah it's very important for brands today to take a very authentic tone of voice to be very authentic in their actions and to be truly themselves as brands because consumers today are also very well informed they're able to see through fads they're able to see through trends they're able to see through loopholes in communication for being authentic is absolutely imperative in today's day and age for any brand who is playing the long-term game yeah the second thing to my mind is even more important the whole post-COVID era is the purpose brands today need to take larger than it's no longer transactional they need to be seen as being more purpose driven the entire approach to building a brand needs to stem from a larger consumer purpose and what is it that they are leaving what is it that they are sort of leaving behind as an impact not only for consumers but for society as large and their purpose becomes extremely important in the context of today's world something that every branch should own and drive and the third thing is of course that helps cement trust even more is the overall brand experience you can be authentic you can have great purpose but does that purpose and authenticity translate into consumer experience are both digitally and through tactile experiences that the brand is driving so these three things to my mind are absolute imperatives in the post-COVID era when a brand is thinking about building consumer trust and loyalty and playing the long-term game thanks Mahua Adith no I agree to what Mahua has said but one more thing I will add to it it's also about the service delivery which which the brand has to provide and service delivery is not while selling the product of course that needs to be top of the line during sales and most importantly post sales because a lot of times all of us would have experienced a bad service delivery and the first thing is we can start talking about it we talk within family and friends and offline we have started talking about on platforms and that that gets wired any bad review or any bad service delivery gets into a conversation so it's very very important that if you're providing a service whether it is a physical service or an online service or even selling a product you need to ensure that it is top of the line and if you have made a mistake be open about it apologize and consumers are forgiving brands who have been true to itself and who have accepted the mistake rather than covering it up. Yeah thanks Athir I think you opened up like a nice sensational topic to come back at you after as we progress but I shift gears and let's talk about through our FMCG experts I am looking out to Saloni and then I'll give you what are your perspectives. Hi Isha and hello everybody so I fully echo actually what Mahua mentioned right that authenticity experience purpose in today's day and age are very very important and when I look at this from a consumer standpoint at L'Oreal I think we believe that both one consumer trust as well as attention in this digital day and age become key currencies for brands and businesses to win you know with the entire advent of purposeful and conscious consumption I think consumers are now wanting to look at brands that enable them to make responsible choices and are closer to their personal purposes and so in a day and age where you know things like being cruelty free or eco-friendly were just buzzwords and looked good on marketing campaigns I think in this in this day and age of digital where like Athir said consumers will be responsible if you're claiming something and then not living up to it I think it'll become important for brands to start becoming more accountable towards the claims they make and not just leave it at least service on marketing campaigns. Thanks Saloni. Ankit. Similar to what they've spoken but I'm just going to contextualize it for FMCG and foods so you know for us at Hershey there are four pillars which drive trust and loyalty and I'll just briefly talk about them one is consumer centricity you know at the heart of building trust is consumer centricity which is very truly embedded in our culture you know we rely heavily on insight and foresight mining because eventually you won't deliver what consumers desire versus what one manufacturer wants and how similarly you know all our mixes go through very rigorous process of consumer value qualification not because we don't want to fail first we want more consumers to keep buying us more of so I think for us at the heart of it is absolute consumer centricity secondly what Mawa spoke also so articulately was authenticity and there are various dimensions to authenticity you know one is and like she spoke of consumers be more aware more conscious leaning towards brands and experiences that are more authentic and thus it is important to promise and deliver to the promise be it as far as the brand is concerned or the product is concerned because you know it's not just about getting brands is getting it's having them to be more loyal the other important aspects which at Hershey we're very very particular about is authenticity extends to our propositions as well which is centered around the brand ethos so if there is a certain brand ethos and authenticity has to be around that you don't deviate much and lastly small yet very important is authenticity in the claims we make and authenticity in the way we advertise so we advertise in a brand safe environment and that's something which we're very particular about the third pillar is you know we've moved beyond connections to conversational connections yeah and that's what I don't need to talk much about it because people are leaning in leaning in versus taking it very passively so it's moved from monologues to dialogues and lastly cohesiveness and constancy in the context that you know when a consumer when he or she or potential consumer experiences are brand be it in store be it on digital on and outdoor on tv if the voice is is not cohesiveness and not constant then there's going to be a switch which goes off and we feel that these are the four pillars which which have helped us develop successful brands and innovations within the Hershey's range or the Sofit range got it yeah I'll just jump back to you and Saloni for examples of all these three and three to four ethos that you talked about for FMCG but then continuing the opening remarks to Sean what are your what is your perspective for a very interesting category that is like so content centered I think is one of the most critical things that when we look at brand per se right product extensions happen they come and go but it's the brand which is kind of holding the entire piece together right it is it is the framework on which every new product is actually kind of built so the relevance of the brand from a consumer perspective right is I would probably say right on top right it is the pinnacle of everything so from that perspective I think for us also right as we pivot right from a media media brand to a digital brand right we kind of realize the importance of holding on to the ethos and the values of what the brand are right it becomes extremely integral that it kind of translates and at no point of time do we end up diluting that right this becomes extremely important right digital also as a medium right it's all about interactivity it is very very immediate and here and now right which kind of is very different from what a brand stands for right it is about stability it is about being over a particular call it a millennia if need be right that's how you kind of build the entire piece and hence right dilution right of it is or ensuring that dilution does not happen is extremely important so that's very important also I'm kind of building on what Ankit mentioned right he talked about cohesiveness he talked about consistency I think on a very similar note I would actually kind of add to the fact that there is a need which essentially is that brand loyalty essentially used to be driven by repeat purchases right or the measure or the metric used to be about a how many times are they actually buying right now I think that's changing right and at today's day and age I think it has to be about everyday existence right because the number of times right a consumer has an opportunity to engage with your brand right across media's across platforms on air on ground you know on on a billboard or anywhere or even a conversation right with someone I'm saying today people talk about the fact hey I've got the latest iPhone right and there's a conversation which is built around it right and hence right it's extremely important that the focus has to be on everyday existence right of that particular brand yeah got it uh Richika yours is a very interesting story I think which would be such a value add for a solution oriented brand how has branches sort of like transformed I think you're a new trigger yeah yeah yeah sorry sorry about that thanks Isha I think just to give everybody a context of my business before you know I talk about anything else luminous power is into power storage solutions from you know the conventional technology as well as solar primarily in the residential space and and that means that the technology per se in the category has not really you know it's not really changed over the last two three decades while the you know it's a basic infrastructure need for the thing so the reason I'm giving you this context is because we are a commodity category transforming into becoming a branded category transforming into bringing the consumer centricity that Ankit was talking about into developing new products bringing in new technologies you know everything so that whole process of transformation is where we're at and I think making steady progress thankfully that converts us into being market leaders in the field that we are in but from a brand trust point of view one of the other factors and Isha sorry this is something that we did not discuss earlier but I would like to raise yes is that in our in our kind of category the dependence on the channel is extremely high to not just complete the consumer journey because there's a lot of discussion which happens you know which inverter which battery how do I upgrade is this full so there is a while there is not really a customized solution for everybody but everybody has their own need which they want to be matched with the right product right and it is not an intuitive category I mean if I was to ask anyone of you you know what capacity inverter do you have at home I'm pretty sure everybody would be like I don't know you know those kind of things so it's not a very it's not something that you just go and pick up on your own without doing research now either you do the research yourself or you take the help of your expert around you which is typically the retailer and this thing right now brand trust for me is hence also split in the same way what what am I talking to the consumers directly myself and what is the channel partner talking about me to the end consumer because he's the custodian of you know brand trust as well and he actually ends up literally being luminous for the end consumer so you know everything that we do and again digital by the way plays a huge role even with the channel and mental wisdom earlier on did not bring in digital into those conversations but I think you know two years now have taught us there is nothing which can't be digitized so yeah I mean I think that's that's a very different angle also to you know keep in mind when talking about brand trust I think continuing what Ruchika just said when the online and offline boundaries are so blurring and the ethos could be different the reason to beliefs could be very different but then there are ultimately functional drivers and experiential drivers that I think the group is collectively speaking about so picking that up some word that has never left when it comes to brand trust is a lot of personalization and which you also to an extent just now mentioned about very different needs being catered by your brand so I'll show back to Saloni on this one and also Ankit because hyper personalization has had like its own journey in FMCG so I think our group the audience would just love to know if you could cite some examples with respect to how you've communicated it in L'Oreal and at Hershey's sure so I think Esha it's from two lenses L'Oreal one is the comms angle of it you know which is which is somewhere limited to your campaigns but so we look at it two ways in L'Oreal one is at a product level and then of course at a communication level right and and very recently in 2018 we acquired a company called Moniface Globally you know which helps us sort of it's an AI-driven model which helps consumers try on how different products or shades or lipstick hair color would look on them and one very hyper personalized product that we've created is on a brand that we have in our luxury division called YSL and it's nothing but a smart at home device which allows you to personalize the lip color that you want to use you know so there is it's like an app that you can have on your phone and there is an existing shade wheel so a consumer could choose from the existing shade wheel if they like a certain color or if you're out somewhere and you like the shade that somebody else is wearing it also has the ability to shade match to that color and at the same time for consumers who are relatively new and don't know what would look good on them there is an option to have a one-on-one personalized stylist who could recommend different shades for you right so this is something that we're doing when it comes to hyper personalization at a product level and then of course at a campaign level it's really a beautiful mix of data yeah and then automation to a certain degree so you know if we have to sell I mean if we have to market hello today we have enough data that suggests across different life stages across different geographical splits in the country the kind of shades that people prefer and then all of the campaigns that we're doing whether that's really on video or display doesn't really matter what the touch point is we're ensuring that the communication that's going out to them is personalized either basis geography or either basis the kind of shades or life stages you know that are apt for them so I think one one example of campaigns is that I think the second again linked partially with data is that as you must be aware we have multiple divisions so we have everything from mass beauty to professional to luxury and a lot of times there is even personalization to a point that you use it you use data to upsell and cross sell so you have a sense of you know if somebody is buying product a b and c what are the other things that usually go into that basket and so then when we are doing a lot of our lower funnel communication yeah we're making recommendations and you know bundling products that go together so yes these are a few of the ways that we do it here at Laryan thanks Aruni that sounded so interesting but continuing also with examples we talked a lot about authenticity and purpose uncle any examples to share from Horshey's journey and because you're talking about a food category and and the authenticity rules high here so so while Saloni spoke about looking good I'll give examples of feeling good yeah and what makes you feel good is chocolates and what makes you feel good is having chocolates with the loved ones so before I get to personalization or a 360 approach I just want to say that the why that that is still the how yeah the why it is important and if you get the why right then the how it just seamlessly flows through so I'm going to give two examples one is an opportunity which we found from within and second example of an opportunity which we found from outside and we found I wouldn't say latched on but yeah it's right fit so from within you know some of you would have heard of the her and she campaign and like Hershey's in the name Hershey's the her and she goes unnoticed likewise a lot of achievements of the her and she around us go unnoticed and we found this very due to our brand ethos of celebrating togetherness so we extended it to the thought of celebrating diversity now when we had a very strong reason reason to believe call it functional call it experiential whatever you call it is when we went the full home so what we did is we knew that this is strong strong thing which people would want to lean in to have conversations around so we started off with a complete 360 personalized approach we had a complete packaging takeover of a Hershey's range of power where we celebrated six she goes from various walks of life and people obviously would embrace that but they would also want to celebrate their own she was twice I did a qr code where they would scan the qr code celebrate their her and she through an interactive virtual site and their her and she could be shareable so I would share a shower saloni as my shero and they and that they I would send it to them at a very personalized level at the same time they appear on the virtual gallery we supported this to a lot of other 360 stuff including you know a celebrated rap song outdoors so full hog of things and it's been extremely it's been embarrassed a lot you know some numbers 15 million plus views so I was just talking to an expert and 15 million plus views and some 10,000 uploads on the gallery so overall it's been extremely successful 150 million plus impressions and that's why I'm talking about the why that if you get the why right how we'll we'll just passionately come through the second is something it's you know during the pandemic where unfortunately we were all bottled up not just in the houses but even within and we were finding these moments and opportunities to feel good thanks Sean appreciate it we are finding these opportunities to feel good with the loved ones and in that context we saw cooking and baking searches were in all time so we said why don't we again celebrate togetherness by giving opportunity to people to do it with the loved ones and we created and repurposed 100 plus recipes using AI using DCO to drive same messaging in line with the consumer trends again something which which resonated with consumers well 18 million reach 4 million views thousands of views and towards the end of it what we call this is the happy at home campaign what was the best is the love we witnessed with consumers dialing their trust and loyalty for the brand translating into sales and repurchase so yeah these are a couple of examples of yeah yeah thanks Ankit. Athital Mova I'll be coming back at you because I think it's too wide end of the spectrum in terms of categories but before that continuing Ankit's point because he gave us some levers on how digital has enabled on reach so I really want to show on in Ruchika your input because we had some interesting conversation on digital as an enabler in today's time when it comes to bringing in that client centricity so Ruchika how has it helped your brand specifically when it comes to say agility and speed and optimization for a fairly offline perceived category? So for us I would say that you know so okay let me first clear off the perception also yes for a category like ours for a website like ours which is luminescindia.com one of the figures which always catches people by surprise is the fact that we get a 1.5 million unique users I'm not talking sessions I'm talking users on our website every month right which is where actually it correlates right back to how I was describing the category where there is a certain amount of research involved right you're searching about the product which is fitting in so we have something called a load calculator you know you put in your how many lights how many fans what kind of how many hours of backup do you want and it will recommend what are the specs that you need to look for in the products that you search and it is agnostic I'm nowhere trying to tell you that you only need to buy me I'm just doing a broader consumer you know approach the same thing converts itself to a solar calculator where again the same attempt is there because consumer centricity has to be at the core of it rather than selling a product you know I have an inverter which does XYZ please buy me versus these are your requirements I understand your requirements and hence I can tell you that because your requirements are XYZ these are your options you know if you want to pick from us here it's a complete journey so you can actually shop on the same site as well you can go to Amazon and search for me you can do whatever you want to do where you shop from is your choice I'm not forcing you into doing any of those things right so that was one aspect of it the second aspect of it is that on Google and Amazon you know again if you look at these platforms they again and because research is a big part of my category and having that once you understand and internalize that requirement from a consumer lens then you start looking at all the touch points that anybody would use for research right again without necessarily keeping sales as a thing of saying he owed right now if he goes to Amazon and researches he should complete the sale on me yeah yeah so I think that is something that has worked a lot for us we are so if you you know for example on all our SU efforts over the last a few years today if you search for an inverter we will be if not the first one but at max the second one which will come up you know as an organic one not just as a paid one you know so those are the kind of things that we've paid huge attention to tons and tons of content creation consumer education at the forefront of everything because you can't talk consumer centricity without fulfilling the you know requirements at hand so yeah yeah the you know the variance and diversification on the path to purchase and path to discovery for the category yeah got it jumping on to you Sean how how has it helped discovery like bringing in the brand purpose in center with digital but you could you repeat that Isha it's the brand purpose linkage to your brand how has digital been an enabler yeah to quite an extent as a matter of fact ish I think what we've kind of realized over a period of time and then I think this is been a challenge when it comes to linear brands right it was always a monologue yeah and if that kind of continued and built over a particular period of time right but I think that still has actually changed that to quite an extent right now today it's about a dialogue right you're getting constant feedback right and these feedbacks are obviously coming across different platforms right and I think as a brand owner in the broadcast space I think the ownership of those particular interactive mediums right becomes extremely important right and hence the need for college social handles or even platforms like YouTube or even an OT today right and this is where the likes the shares right happen it gives you a better sense of the content that you're actually creating right and we've also based on feedback right which has actually been coming right looked at bettering our reality content right increasingly we've realized that while fiction is great it's you know scripted content is great right but there is definitely a demand right for reality based content and I think more and more people kind of see themselves right in that particular place or at least know of somebody who's in that particular space right and hence the relatability actually increases to quite an extent right so we've seen that happening quite a bit so listening to the chatter listening to the conversations right is very very relevant so we've seen that actually happening right also I think it's kind of become relevant for us even more so today when customers can discern right they can make out the difference between what is fictional right I mean we've heard of enough stories where you know people would dress like a Bollywood star or you know do something that a Bollywood thing and even stupid things as a matter of fact trying to aid them right but today customers and consumers can discern right and especially when it comes to reality right it becomes extremely important right so the I would probably say even the responsibility right as content creators right for us is extremely high right and we constantly listening to what's yeah you know continuing with conversations and Shawn you talked a lot about social media and more coming back at you luxury's notion and status consumption has been on the rise given social media right so any examples that you have when it comes to where you use data as you know like the center point in terms of giving that authenticity as a lever or brand purpose at our click yeah so absolutely I think what has happened today is that in the post-covid world we're seeing a very big shift even in consumer sentiment in was a sort of approaching different categories including luxury as a category right what post-covid world has done is it has really amplified access to every single category including luxury however the category codes are completely changed it is no longer about only status stature or self-esteem it's no longer about only exclusivity and it's no longer about being cut above the rest today consumers are looking at brands and they're looking at brands that drive purpose that drive authenticity that are actually that walk the talk and I think that's where you know that's where we at Tata click luxury have approached it quite differently because we one of our one of our overall brandy first is about slow commerce wherein it is no longer about driving mindless consumption it is no longer about driving unnecessary purchases even though it's a luxury category and it's no long it's not about driving for more it is about telling consumers that you know live better buy better but buy live and live more mindfully buy more consciously right and that's really being the central and focal point of how we are looking at building a brand and this further translates into authenticity into the overall brand experience that we're trying to sort of build for our over for our consumers for instance I can give you a couple of examples when COVID struck one of the messages and we are the only brand who will get up and say that we actually put out a message to our consumers saying please don't buy yeah spend this time looking after your own wellness please spend this time looking after family please spend this time look you know feeling better and healing nurturing yourself don't spend this time on mine and money on mindless consumption right which is one of the demonstrations of how we've used consumer insights how a consumer sentiment further built it into you know built it as a focal core point central point of communication of the brand and further drove it to through our campaigns and through our messaging secondly we are an offline we are an online brand but we operate in a category that is typically for offline for instance luxury is a category that's consumed offline so it becomes really for brand experiences and therefore the entire personal the entire spectrum personalized experiences brand experiences including tactile experiences become really important for us and that's how we are building our differentiation as a brand and platform as well we are looking at not only driving the right kind of experience on the platform for our consumers helping them drive discovery taking a more storytelling led approach where consumers really get a chance to sort of explore the brand discover the brand learn more about heritage of the brand spend time appreciating what they're buying yeah we're further closing the loop through more tactile experiences through the brand delivery in our overall unboxing and packaging experiences extremely differentiated it drives amount of consumer delight we're also we've launched lux delivery services in certain key markets to ensure that consumers get a very personalized service form you know for the kind of purchases that they have made so we are taking the entire consumer insight route to sort of build up a strong brand demonstrating and delivering on several pillars together but also I can come back and talk about the entire data personalization piece because we are an e-commerce platform at the end of the day that's really core and central to what we do and how we're driving consumer personalization every single day to ensure that at the end of the day we're not driving away consumers but we're sort of enhancing their overall experience on the platform yeah I think that was such a rich example of minimal consumerism that you cited I think I found something very interesting if I may yeah so when toward Mahoba was saying you know and for the people who spend time logging in especially the young marketers just a message that authenticity is also means that if you don't have a point of view statewide because as it's a double edged sword right if you're authentic people will buy you if you're not authentic people will possibly drop off not consider you yeah but for making authenticity then it leads to bad advocacy as well correct yeah it's extremely important for brands to have a point of view when they're required and that also is an important dimension of authenticity I thought I'll just no I think that's a very interesting perspective to add and with that only I was jumping in back to Arthit because he started we're talking about conversations and open conversations at that Arith you have a very interesting mandate of a brand which is one creating a new category second also a very delicately balancing different generations on two ends of the corner which is a very traditional way of working in the category in a very online mode which is edtech so what has been your experience of some examples that you can share where consumer privacy or you know just being transparent as a brand is something that you've experienced at Baiju because I think authenticity as I'll get mentioned can't be completed full circle till we talk about transparency to the consumer yeah so I know most of you guys would have recalled we we acquired one of the companies about a year and a half back and there was a lot of negative there was a lot of issues happening our communication was really not something which was making sense we were making mistakes and as we got into it we didn't realize it as we started but as the feedback came in the first thing we had to do is accept it accepting they also requires a lot of courage and a futuristic view it's not about right now I will solve it and then tomorrow I will go back to the same thing because there is pressure of sales there is pressure of group and so on and so forth so the biggest example which I have seen in my career is a expect accepting that mistakes have happened accepting that consumers are completely against you and changing the entire narrative at the earliest is what really matters and that's exactly what the system ended up doing and today we can very proudly say that you might not be one of the top of the mind brands but you are not you're no longer in the negative space you are treated fairly you are respected at least the mistakes done we were we were clear that yes accepted a lot of transparency happened within the organization as well as to the consumers and we moved on from there and that's the way brands are built over a long period of time. Thanks for sharing really appreciate it for everyone actually this is a question for everyone and so only I know you have mentioned when we were interacting earlier about changes in measurement at your end because we are talking about authenticity in different manners have there been changes at your end in terms of internal matrix where things have gone beyond our typical brand funnel or the way we look at brand love related to brand purpose and brand trust? Yes Isha so you know like we were discussing yesterday right at L'Oreal we're also sort of moving forward from just product marketing into product and purpose marketing and the way for so for example just to talk about one of the causes that is associated with one of our brands so there is an initiative around stand up against street harassment to empower women in India you know that we've taken up on a brand called L'Oreal Paris and the way that we're looking at it so far in marketing you would always look at you know where the response is moving and and the typical funnel right yeah but as we are moving forward and as we are standing up for larger causes beyond just our products what we have done is in our brand health tracks in the consideration funnel in the imagery attributes we've added attributes like you know brand I trust we've added attributes so for example because this is a cause link to women empowerment we've actually added an attribute to say okay it's a brand I trust which stands for women empowerment sure and of course with all of the efforts that we've put in this direction over just the past one year we've seen an increase in 25 basis points so I think you know there are two things one we are also holding ourselves more accountable internally within the organizations so that it's not just another marketing gimmick yeah something you measure yeah yes something we truly measure and you know everybody has KPIs on and then again from a consumer lens you know there are numbers in terms of the number of women we train who can stand up and you know manage street harassment so there are a lot of NGOs that we've tied up with in order to play this initiative ahead so yeah so this is something that we're doing linked to measurement around purpose got it anyone else who wants to like jump in on this one on the measurement matrix with related to brand purpose any internal changes that you've seen yeah so I'll go for it so it is one thing which we have done and I think I think everything else stands on one side and the initiative which we have recently announced is that for every paid subscriber on our any of our platforms any of our brands we will ensure that there is a one non-paid underprivileged student getting the same level of quality education so the whole purpose now is one is to one one paid one somebody who cannot have does not have the infrastructure does not have the facilities we will go out and ensure that that one person is added to the ecosystem so that I think it's one of the most beautiful thing the system has done yeah it's very simple it's one is to one yeah it just gives a great amount of clarity it gives a great amount of simplicity and matrix yeah you got it yeah anyone else across the board Sean yes I think yeah I think kind of trip in right I think at Discovery it's always been a very purposeful brand right from day one right and and the ownership of the things which really matter right is extremely critical very important I think one of the best initiatives that I've seen is essentially we have a portal right where all employees right are encouraged right to go across onto that particular portal and actually own a cause right so if you are fervent about say education like I think put it right you can actually sponsor a kid right over there right there you can contribute a certain portion of it and it's kind of matched by the company as well right similarly there's a Ukraine thing which is happening right now right so there's something about that there's Black Lives Matter which has happened previously right it's part women's empowerment as well right so we have this entire piece which I think is absolutely brilliant right it's something which is possible today which probably going back in time five years or ten years back right was on thanks Sean I have another example to share I'm sorry yes yes yeah yeah I have another example to share on purpose and I think this is an initiative that we sort of deployed but this is very core and central to us as a brand as well we've started something e-commerce in general uses a whole lot of packaging there is so much a waste of paper or packaging etc so and but it's important also for us as a brand to ensure that we're delivering the right kind of experience to a luxury consumer in this case so therefore packaging is also an integral part of our overall brand experience but however in keeping with our overall brand ethos or slow commerce and ensuring that we are being more mindful as a brand authentic as a brand we started something called circular packaging program wherein you can at we you can request to return back all the packaging boxes those will be refurbished and those will sort of be reused for the next set of packaging you know packaging delivery instruments to consumers this is a new initiative that we've sort of piloted but I do think that this is a step in the right direction on sustainability yeah on sustainability and also given that this is our way of sort of adding back to cite you or at least our way of ensuring that we're being more mindful about the choices we are making as a brand got it so I could just probably add to what I was talking about right recently when I was on a trip abroad right I kind of came across a particular coffee brand right and this brand one is the packaging is entirely made of 90% recycled right and what they did was every time you bought the pack right it came with a bag with a postal address on it so all you had to do was take all the reused aluminum pieces put it back in it right and leave it in your post box right and someone would actually come and collect it and they would take it back right so which is a great way of kind of you know contributing and you know kind of recycling and pushing the agenda so thanks for being in Sean yeah I think Ruchika and Ankit yeah whoever wants to go first yeah so a couple of points one is do what Sean Malwa spoke of the need to again purpose paying forward right so it's important to pay forward and you know for example in the Hershey campaign where we have paid forward through mentoring sessions empowerment sessions we're also tying up with the girl empowerment so that's something which we are actively doing but again it has to be very true to ethos then do something else so I think that consistency is important on your measurement point going back to what we mentioned that Hershey consumer simplicity is one of our core values and there's always on digital there is always on measurement and that is extremely important so whether you're having fun with consumers or you're holding a purpose it's important to just keep gauging on an always on level as to how are you consumers pursuing you and that's something and we did uninterrupted even through the COVID times and I'm just responding to your point around measurement so you're hinting at continuous measurement right if I'm like getting it correct yeah absolutely got it Ruchika yeah I am actually you know grand purpose is something that I usually either stay quiet on or kind of because I really want to bring out a fact of life which a lot of people in the industry kind of confuse brand purpose with CSR that's one which is a mandate most of the companies don't have a choice about it so handle not half of what we're doing is because we're supposed to do it and not because we're being true to you know the brand ethos that Ankit was just talking about so you know please kind of differentiate between those two things very clearly that's one the second is that it is something that is the consumer expectations and hence a lot of communication suddenly starts talking about a larger than life and a social messaging and all that to me that is just a communication route it has got nothing to do with actually what the purpose of the brand is got it yeah oh and and again if you remove CSR and if you remove communication route and still talk about brand purpose that's pure purpose yeah that's pure purpose right and and it's the reason for existence why does the brand exist purpose in its simplicity is just that true true yeah right so and and at at least from luminous point of view I can be very this thing that you can imagine that we've had all these conversations internally and and taken a call to say that it is not a communication route CSR will continue doing what they need to do but for us the reason for existence has to be rooted in our product in our solutions that we offer correct in our you know in the kind of portfolio that we develop yeah understanding and and linking it right back to consumer centricity on saying that you know so I can for example take a call and saying I will only showcase solar because it allows me a better communication on renewable energy and and and everything and and it builds the brand image it does all of that for me so yes I will do it but then I won't call it brand purpose understand yes it is still a it is still a decision that I'm taking from a pure brand development point of view true yeah yeah so for vocalizing the difference between the overall purpose versus CSR that is so important because the lines are very blurry exactly yeah yeah so for us I think our focus has been on product quality so whether it means reinvesting and investing more and more funds into R&D you know into making sure that the product quality can be kept at the heart and center of everything that we do that has lent us more brand purpose and and you know again going back to uncle's point on continuous measurability versus a campaign a campaign you know like a campaign based measurability and and things like those on a continuous basis and uncle completely agree with you our brand tracks over the last few years have reflected the growing confidence that the brand enjoys that growing confidence is for me the biggest measure of you know communicating your brand purpose yeah rather than anything you know else thanks Ruchika I think just looking at time we'll quickly go to the closing remarks and I have a quick rapid fire and a fun question if we were to talk about just one buzzword that will be trending around brandtrist almost a hook the hook that makes us to go back to our favorite panipuriwala in terms of trust what is that hook and buzzword just a single word from everyone I think we can begin with Shawn yeah I would probably say reviews right if someone next to me yeah as simple as that got it so learning I think Shawn took the one I was going to say you know given the entire world that we live in ratings and reviews become very very key not just to win the algorithm but what the consumer is saying out there within the ecosystem it truly translates for us in terms of business so yeah reviews plus one yeah cool I was going to say ratings because the entire e-commerce system is about it is I mean simply put this just becomes a tool for consumers to express how they're feeling yeah yeah reviews and ratings so I'll go with ratings got it at it so I'm just using a different word for review and rating yes okay the researcher and he's very happy nps got it Ruchika you know I don't know maybe just product quality again I would stick to that yeah you go back to the golgappe wala for the golgappa yes repeat yours true Ankit the how would be to be real and the what would be repeat or loyalty repeat got it there's a person's buying it which means she's happy with it got it thank you so much everybody if I was to just conclude this for us and for the audience that was hearing I think one common theme that we just heard was that values in the form of functional experiential measures will always be there you know the talk of the table stack and and to build a strong repetition but one thing which is not going is a strong brand promise not necessarily CSR but underpinned with responsibilities and emotional connections is something that's not going out of style and I think the second important theme that we discussed was openness acceptability and having open conversations with the consumers that is also now no more a nice to have but a must have with that I think thank you once again it was so good interacting with all of you thank you so much thank you thank you