 We move on to our first panel discussion is slightly behind in time, but that happens when we have such interesting conversations happening So we apologize for that, but I'm absolutely sure that we can make it up So it's time for our first panel discussion and the topic of the panel discussion is building a distinct brand in a cluttered digital Ecosystem we have a eclectic panel of speakers to discuss the topic you can see it on your screen Let me quickly introduce you to them the session chair Aisha Nagar and the NEPA India also the panelists would be Ashish Lingamnaini head of brand Swiggy, Mani, Ranganajan, GroupCEO, Housing.com, Makhan.com and PropTiger.com Mr. Sai Narayan, Chief Marketing Officer of PaesAvaza.com, Siddharth Dabade, Managing Director India and Sark M.I.Q. So that's your panel. Ladies and gentlemen, I will hand it over to Ms. Nagar Auchyap Thanks a lot, Ravind Well, hello everybody nuances of brand voice has never been so delicate In the last 17 months in the last two years and we have seen that in the preceding sessions Right from sales driven strategy, we have seen shift to solution driven strategies We have seen brand voices completely changing Retrospect the changing consumer cycle and it has never been complex for a marketer To really think about how the differentiated positioning for the brand today is going to be now on that note I go straight into our session with the topic that we would be discussing in the next 60 minutes How to create that very distinctive and differentiated brand voice in a very cluttered ecosystem And we are joined in by a very strong panel a great mix of both brands who are championing the way For building these brands or supporting these brand stories With that, I think I'll open up with a opening note from everybody and invite on a very broad question Might be umbrella question thoughts, but let's let's see everyone's take on how the last two years journey has been Some stories in terms of rapid response to the pandemic How it has been to look at these changing images image associations We also have a great mix of industries We'll begin with you Ashish from the Swiggy house and like how the stories has been for the sector Hey, hi, thanks Isha, great to be on the panel Good afternoon, I guess to all the other panelists as well So Isha, I think our Amongst all the industries that were impacted, I think we've seen two fairly distinct waves And how that's kind of like panned out for us Like everyone else, we were caught by surprise right in the beginning And I think the first direct translation for us was a fair amount of In general fear and paranoia from consumers with respect to ordering And I think that was the primary task at hand along with actually also launching a lot of new service lines at that point in time So we were in war mode On war footing we launched services across gross city and lots of cities Which we didn't really offer before that We obviously were looking to stabilize our own services work with Government authorities to kind of like make sure that as in basic things like mobility, etc Is allowed for essential services, right? So once the Once basically the hygiene was kind of like sorted I think we then moved back to building trust and that's that was essentially last year for us We probably talked more a little bit about that down the line This year is obviously been different. I think we've seen a lot more with the lockdowns this year We've seen consumers relying a lot more on ordering to kind of like get by and For our services like genia really kind of like been a real boom for consumers. It's seen them using it really really As in frequently to kind of like whether it's saying food to people and as in friends and family take care of loved ones So I think definitely been a very different 2021. So yeah, that's that's been our experience Great. Thanks for opening Ashish now from combating stories in You know food delivery. Let's move on to say you what's your perspective on building in these differentiating, you know, differentiated strategies from finance perspective You are on mute, I guess Thank you. Thank you for the introduction and hello to the fellow pandas So again, like The last two years have been very very interesting stuff challenging and also a lot of learning Because at least the initial phase was a lot of shock both for us and for the consumer especially because we were the one of the largest lending platforms And what happened the moment the first lockdown was announced is that lending almost seems to have been halted and And also the moratorium was announced So which kind of you know, they were But as but what it also taught us that it was like This entire phase of when you want to do what Yes, you can do apply for a loan online a lot of process happens offline And an offline was completely on the fault. So that was a time which gave us to kind of know go back and work with the partners and work on So that know we took that period to kind of build that So I don't know when things come back to normal We can be as ready to So that was a And then it was more of you know Learning and trying trying to use To kind of Be really when the consumers and So right now, I think We are pretty much back to our original phase Where we used to be and now that we have both the technology And Yeah, so we will come back to you for more online and offline. You know the the mixed stories Continuing the brand of perspective money. Do you want to chime in? For how was it for you? Sure, so I'll just take 20 seconds to give a perspective of our company. So we operate three brands one is housing Dot-com the second is Macan dot-com and both these are Internet market places where people can can buy or rent or sell homes And then the third brand which we operate is crop tiger, which is an offline brokerage Now from the point of view of the pandemic, I think one of the things that all of us in the brand space in real estate missed out was emphasizing the importance of the house and that's something that Consumers really brought out, you know during the various surveys saying that the house is the safest place where we can be in so The use case of owning a house You know became very very important And that's something that consumers define themselves The second thing which we noticed is that the rapid pace of digitization in the ecosystem Developers have spent on digital marketing to various degrees And a lot of brokers have started participating in the whole digital ecosystem But we think that the pandemic brought about an acceleration in digitization by a few years where we saw brokers developers consumers all Move online very quickly Engage online So earlier on people just used the internet to discover homes online but now people are largely using you know portals such as us and And tools such as even 3d walkthroughs and drone shoots to actually shortlist homes And only go to the site when they actually want to buy homes So the whole sector has digitized And along with that one of the things which you have seen is the rapid growth of adjacent industries. So for example During the pandemic We launched the parent product and we launched like online tenant agreements and tenant qualifications So all those services have gathered steam and picked up pace So overall it it looks to us like it's going to be a very exciting time for now on So far the real estate space is concerned Yeah, so, you know with with three very unique brand perspective. I am looking to Siddharth To add in from a media agency efforts standpoint a few Given that using media in a very agile fashion had been also a very critical part of the ecosystem during all this while Yeah, so definitely and hello everyone What we saw was that You know last decade was defined by brands adopting search and social as two main channels for digital And of course branding was Is also being done on digital but TV and print where The biggest mediums as well and of course all the mediums will continue. But as every Panelist has been saying Digitization has increased quite a lot and we have seen a compression And that's exactly what we saw as well And just a bit about our company. So we focus a lot on programmatic display and video powered by data and data science capabilities and what we are seeing is that Display and video is being adopted by brands in a very very big way. Pandemic actually really have their business in a big way because Data powered display and video is something which brands are looking at to grow their upper funnel and bid funnel and then grow their brand and as consumers digital touch points have increased as well You know, all these channels have become very very relevant and the exploration has really happened and another very interesting You know information from me is that We launched our business in India entirely during covid and we have grown entirely during covid So we actually don't know how without covid how our business looks like I'm looking forward to post pandemic world and we'll actually know All the clients all the agency partners. We have Acquired or we have gotten to partnership with are all through vcs like this. So we are a completely Digital first pandemic first business. Of course, we are in multinational company But the India business has been built completely during pandemic time Well, thanks for bringing in the link. So that's beautifully for my next question Because I was just shifting gears to entrepreneurship, which was another thing that went into hyperdrive during all this fire, right? While we're talking about a lot of industries between non essential and essential We saw the hyperdrive way. We saw both at individual levers and also in terms of product diversification A lot of things just, you know, starting or disrupting right from scratch So, uh, if given given we have like this power pack, you know Ideation group, what would be some of the things that you would recommend? One there is added clutter second We are saying that we are moving away from say aspirational or, you know, the brand affinity To talk about these terms in the you know, in the context of image association and we're now shifting gears to sustainability We are now shifting gears to more kindness empathy transparency and Ashish spoke about, you know combating Combating the trust issues that pandemics sort of brought with it for for for their industry So what is it that, you know, we can give to the entrepreneurs were starting from the scratch in digital first Space largely with the focus. So in no particular order, I'm definitely looking to sigh money Looking at your stories Coming in, you know, how the journey has been while building your brands Sai, would you like to go first? So, I think a very, very good question and Also Very good point that Ashish has said upon the fact that, you know, how important it was to build trust for pandemics And, you know, a lot of times When we kind of start out The entire communication and entire marketing effort is Is to kind of, you know, ensure that The product benefits come out and and we get to talking about those But the classical terminology of marketing This will be trust, affinity, building Building preference for the brand Those basics will never change and even if some of the brands kind of, you know Take a different route, they usually come back By coming back to the point of, you know, starting out digital first brand Well, I've been with the customer for the past seven years and that's when That's when the customer started in 2014 So, I know for a fact that, you know, you should challenge us How we used to have, like, you know, less of funds And we need to build the brand But what are starting points was very, very simple That we need to solve a simple consumer problem There is a consumer who is looking for a lending product And there are banks which are lending to them And in between what is our role Our role was very simple But you know, can we simplify this process for them? Which is create a platform Which simplifies, A, de-governises the financial products to the consumer B, create a platform where a consumer can Some simply compare each and every product And apply for a loan or a credit card or a home loan or any other product And create an endless, seamless, endless process for the consumer So that was starting point, which is, can we simplify this process for them? And while starting out, I clearly remember that, you know, it was always We always used to discuss which route You know, I always used to use the example that DERP itself, for the longest time, their communication was, you know, Which was a code for the product benefit And it took a long time for them to come up with an interacting campaign called DERP And therefore, you know, it is a higher order benefit So we always used to have this debate about, you know, should we go hard for, you know Sell, get instant loans or build a larger team of what we have right now Just call people to watch that So it is a journey, like, you know, usually you are more You tend to lean more towards Pushing the product benefits, which we did in the beginning Because that's what we wanted to do Which is we wanted to sell that, you know, You have to simplify your lending needs And if you apply that, you can instantly get a loan And that's where, at the back of the week, I was trying to, you know, Put all the pros and the whereabouts But as I told you, it's important to build trust also with the brand So moving ahead in the journey of our, of building a brand We also came up with a different set of communications I once thought, a lot of you worked in the entire Facebook-Vedakar campaign Which is a promise beyond just a month So it's a journey of the brand that we take, you know It's initially it's more leaning towards instant gratification And then the journey moves towards, you know, building trust and performance of work So that's a very interesting perspective of playing communication first And listening in, you know, before the product And then sort of getting an outside in perspective Do you want to weigh in our money on this? Sure, so, you know, I'll talk about whole evolution of brand and evolutionofhousing.com I think the first wave of branding was done by the founders and the initial promoters of the company Before I joined and that was a big, big bank campaign Which focused on a more bringing awareness to the market That's the brand called housing.com And it's a new company, but we're trying to do something different From what 99 acres of magic bricks is doing So that was the first phase Then as most of you would know, most people in the audience would know You know, the company, you know, went through a lot of trauma Where, you know, the founder and CEO was terminated by the investors And at that time, the company was struggling for financing and also for cash But at that point in time, you know, we had to do some branding Because, you know, from the trade side of it People were like, your competitors are branding You have 99 acres magic bricks branding You're not out there And, you know, we are hearing news in the media that housing is sort of a shutdown So we were forced to do some sort of branding We really didn't have a great audience to talk about We didn't have a great suite of products to talk about So we focused more on the fact that home buying is more an emotional decision And we tried to establish an emotional connect with the audience More likely with people in the middle and with the older age groups So that was the second phase of branding The third phase of branding was in 2019 and early part of 2020 Where we had built a great product suite We had a great audience to speak about And we were fairly clear in terms of where we wanted to go with our product suite And we also wanted to be clear about what messaging was And at that time, having built sizable audience We found that women were very strong influencers in the home buying process So the brand positioning we took was women are very strong buyers And so the ad centered largely around women So we had Kiera Advani and Vicky Kaushal who are brand ambassadors And along with that, we also focused on technology Saying that, look, we have something called smart search Where you don't need to spend too much time on the platform And you have whatever you need to get And we will match you fast with the dream home of your choice And the most recent phase of branding is when we built in We are now the market leaders in supply We are now the market leaders in demand But now we said that home buying may sound like a torturous journey To a lot of people and a lot of people need to put in a lot of effort And we showed the fact that people have to put in a lot of effort offline But we said now the market has largely come online So housing is the one place to go Whether you want to buy a house to rent a house Whether you want to look for a mower packer Whether you want to paint a house Whether you want to look for a home loan Or you want to sign a tenant agreement or pay or rent So it was kind of like a comprehensive one-stop shop For all deeds associated with home That's a very holistic way of putting it Which is one, not taking the root of hiding And in fact, we have seen in a couple of consumer studies At our end that engaging with the consumers in stress situations Just like brings in the trust many fold And that has really worked right from the onset of pandemic For the brands who have been right there Visible in front of the consumers It has sort of added that gravitas in terms of trust We move to touch points now And it's said that brand's story for a marketer Is almost something which is unfolding Through all your customer touch points And the mix of Omni Channel And the marriage between offline and online We saw some very interesting stories And a beautiful rigor from brands during pandemic Of course post-pandemic doesn't really exist But while we are at it We have seen some of the amazing work being done by brands across And I know some stories really exist over here So Ashish, do you want to talk about how it was for Swiggy And some of the initiatives from your delivery partner's perspective Sure So Isha, actually I think I'll just start off with When it came to Omni Channel I think what was the challenge there And maybe going back to trust for instance I think interestingly what's When we kind of think about what's happened Because of consumers interacting with the world Largely through digital I think the number of brands The number of advertising The number of products you kind of come across Has obviously increased a lot And hence the role that trust plays In terms of kind of like helping you kind of like choose Has increased many folders well So as in all of us use ratings The number of reviews is like default ways And in fact you're probably more comfortable Making a good choice on an e-commerce website With good ratings and review systems Than in a supermarket Where you're like where are the ratings and reviews here Right So from that standpoint I think we also realized that The role of social proof has increased a lot When it comes to digital Consumer mental models have changed a lot In terms of how they kind of like pick brands And that's something that we really kind of like Felt was powerful right So when we try to apply that in our particular case And going back to the trust deficit that consumers had A key insight for us was that When you essentially see one People around you ordering food You're like okay they're doing it So it must be alright When you see delivery partners Starting to kind of like come to your apartment building You're like okay that means they must be people ordering So I really need a break from the food I'm eating So I think I should get back to ordering So we use these insights to kind of like craft that campaign And make it Omnichannel in that sense So we had social proof that kind of like Cut across nationally through an IPA level campaign But when you came to your app You would actually see for a particular restaurant You'll have mentioned of how many people have ordered Recently to kind of like give you that level of social proof Right You see delivery partners around you obviously Branded, wearing, swiggy gear Which was under the dimension of social proof So that's how we kind of like coupled our As an inner way Omnichannel marketing strategy We aren't present in stores So not Omnichannel in the traditional way But for us that was our kata and how we took things That's very insightful Ashish Siddharth do you want to chime in And give us some examples of how we would have supported brands In the Omnichannel space Yeah so we have a very interesting case study with L'Oreal Which also recently won a very prestigious award for us So this is for the L'Oreal professional brand Who have thousands of salons affiliated with them throughout India And of course meeting during lockdowns Or even in general during pandemic You know they wanted to support their salon partners And they also wanted to of course support their consumers as well So it was a mix of various things So we have our own data management platform Where we were able to leverage some of the signals like Consumers using beauty apps Or consumers who are frequently visiting salons Or interested in beauty care and hair care and so on So mixing the signals which are there Between offline and online And then arriving at the right consumer And targeting hyper local way In the areas which are around the salons And then the other innovations which we did was that We knew that consumers are not able to easily go out But these are not the consumers who are kind of looking at purely Just from an online perspective their entire journey They need some advice They need some help in terms of choosing the right products etc So what we did was we have a very interesting technology Where we convert the best performing social posts and creatives To be used in programmatic environment and extending the reach And that can include videos etc So you know you can have some education or some interesting engagement around that And then landing those consumers into the WhatsApp business account of L'Oreal Where a beauty expert or a hair care expert would advise the consumer That okay this is your query this is how we can help you And this is the address of the nearest salon And you know the salon can then deliver the product And maybe provide some services etc So building that last mile connectivity was also a big theme in that And a very very interesting another feature which we used was that We also looked at what is the online behavior and demand pattern So like consumers searching for beauty and L'Oreal products online As well as browsing for those products What are those timings And on a real time basis increase or decrease the intensity of the campaign So that then you know when consumers are online and browsing and looking for such products We are you know reaching out to more of them And when you know basically capturing the timing And delivering the campaign at the right moment That creates another whole level of efficiencies And so yeah it was a very very successful campaign Where we were able to deliver three times better CTR Than the average which they were having They also drew a lot of business revenues out of that Which you know we cannot reveal in our case study But yeah very successful campaign which is getting repeated on a periodic basis Congratulations to you on that And that also I think has a great message on hyperlocalization And personalization in the customer experience cycle as well Further you know continuing this topic I know that we have more stories on Omni Channel Sai, do you want to talk about more the future ways of working? I know that's something close to your business I think I briefly spoke about in the beginning But you know I think for us lending companies To look at lending we go with There was an over-dependence of on physical and offline persons Like you know the KYG location Documentation, a document pickup Getting waste signatures and all of these persons Used to be pretty much While continuing to come on a platform and create To choose the bank and go into a lot of process Was still offline But post-markets when things were Blocked and still in the last eight or months There have been a remarkable progress towards Today if you look at even the largest Banks are innovating and moving process And working with syntax like us and technology providers To build an end-to-end process So even the large consumer segments Today can avail a personal credit card With a complete paperless and priceless process But having said that Truly digital would be like a level if A person is trying to apply for a loan At a unit of store or at a bank If he is offline and from there he is trying to apply For a loan or credit card Then he gets that person within a minute That's what the real value is So from where we were There was a remarkable improvement in the entire process Of getting a loan to the consumer Without paperless and priceless process Yeah, also then bringing in money To this piece as well I know there are two digital first brands That you are leading and also this PropTiger So some of the things that you saw For across brands from an offline perspective Or some thought leadership pieces I think we briefly spoke about That yesterday when we were catching up Sure, so we operate two brands Three brands are the Housing, Macan and PropTiger And being a startup we just don't have The resources to build two brands So early on in our journey Once Housing merged with the LRA Group We decided that housing.com Is going to be the consumer facing brand And PropTiger is a brokerage And till now it's been a largely An offline-facing business Though with the pandemic things are changing around So in the case of PropTiger You know, we just don't have the way With all to go and do brand marketing And also brand marketing is really not needed Also the other thing is that housing operates At the top end of the funnel Where people are searching and discovering And PropTiger is the bottom end Of the funnel where you're dealing with fulfillment So communicating like two different brand messages Is going to be very difficult So what we decided on PropTiger Was that we wanted the people That we were dealing with to really believe And trust in us And so the position that we take And that's what we do in practice Is that we work as property advisors And also the customer base That we work with on PropTiger Are the top tier developers And we never sell a product Where we are not confident that the developer Will not deliver the product So that's one piece The second on PropTiger is We've launched several online initiatives Where we talk to consumers about How important it is to do a site visit And how do you stay safe during a site visit We also have a PropGuide Right where we are very very neutral We never talk up or talk down a particular Or rather talk up a particular product Or a particular developer Because you're working with them We want to provide a very very neutral perspective On the market And also we have thought leadership So for example we publish a real insight report Which is acknowledged as the report of choice In understanding trends in various micro markets Across the country So the other thing which we do is that We focus a lot on NPS For example the NPS core of PropTiger Is about 75 to 80 And we measure the satisfaction of customers Through every touch points Every time a relationship manager talks to a customer We measure that interaction And we don't leave out a single interaction Because ultimately we want customers to kind of refer us And in fact about 30 to 35% of our business today Comes in from existing customers Referring us to other customers And that's a great way to build up an audience And build up a customer base Without having to spend or spend on it So these are the tools which we use at PropTiger To kind of position us as a trusted partner I'm summing it up I heard a lot of education and using Like being a support to the community In terms of building that brand positioning for yourself And second you NPS So I'm just taking that on And because that really gives me a spark Being a researcher So bringing in data into our scheme of things From touch points If we can also have more data driven personalization stories We saw that hyperlocalization has become like The buzzword at the moment And across sectors again We saw some very minute like detailed strategies To address to certain cohorts Right from having the correct tonality for millennials For Gen C or Gen Y At the moment to even non-metro story In terms of the tonalities and the voice that we are using So coming back to you Ashish for this Because I know that personalization is something That brings in a lot of beautiful Swiggy Winning stories So something that you did which was Hinged on data Got it So yeah I think we have a lot of fun with our data as well We use it for making important decisions But we also like to have fun with it So couple of interesting case studies I think when you think of clutter I think your email inbox is probably the most cluttered place In the world for most people And getting a brand's email to really kind of like jump out And getting the viewers to engage with that is really hard So I think two beautiful ideas And all credit to our creative team I think that we executed One was a couple of years back Appraisals were right around the corner It was like we were in season And we had an appraisal Miller go out to all consumers Which effectively had inner way or appraisal as a foodie So you got like titles Yeah I hope you all got that So yeah so that was again a very interesting way Of kind of like using personalization To make the message a lot more personalized Relevant to you and also kind of like definitely ubiquitous So that was one Then this year again we found another opportunity When the board exam results kind of like came out So we realized that these board exams Were also very different from previous ones So again we kind of like used data to As in give everyone their board exam results In a way when it comes to eating food So those are two as in pretty interesting stories And we had a lot of consumers appreciating what we did So yeah so those were two that stood out for me And again had kept to our creative team Who comes up with cool stuff like that Yeah no thanks for sharing I think they were like great branding inspirations Fun plus food Siddharth do you want to chime in and add in more From data perspectives in the consulting That you're doing for brands Yeah so I think this is something Which is going to become very big as we see In this decade is first of all The usage of the first party data And I'm using a bit of a jargon But in simple terms it's all about You know there are so many digital brands And also there are brands who might not have Digital touch points But they still have a lot of customer touch points So leveraging all your consumer touch points And understanding first of all What data you have about your consumer It could be cookie IDs, device IDs It could be email IDs, phone numbers, whichever way And then from there And of course you can do primary research as well But the point here is that Leverage all your data sources And then you can use data management platforms And other tools to further enrich that data In the right way DDPR compliant way and legal way But basically have a very very good understanding Of your consumer And just to share on this like a case study So we have a very interesting case study With a financial services company And they are they were looking at You know kind of providing the credit cards to their consumers But of course their bar was very very high And you know in in these scenarios Typically search works very well of course And I'm going to be deeper into media part as well But this will really explain what I'm trying to say And then you also want to do other channels But then those channels obviously don't give you The best of the quality And that's where the power of first party data Comes in So this what this brand did was And we help them is We help them understand who are their consumers Who are filling in the leads for their credit cards And then who are actually getting approved So what is the profile of their approvers And we looked at 500 plus data signals Which can include demographics It can include apigraphy Browsing behavior domains Contextual signals offline brand Definities and so on and so forth as well So very very rich understanding Of the consumer who is getting approved For the credit card was developed And then from there Targeting was done And that campaign outperformed all the other push channels In a very very big way So that's the power And the reason why I'm really emphasizing This is because we are getting into this decade Where brands will focus on a lot of push channels Or channels which build up the upper funnel And bid funnel And that is very important because As you want to grow your brand searches On search engine as well as as you want to grow Your direct and organic traffic This is the medium which will really help you But to do it efficiently You have to really understand your consumer And the best way to do it is Use your first party data and reach it And then take your first best step in In your push channels Push market Very well said Siddharth Also doing a quick time check As we are almost coming full circle To the close of the session almost Sai, do you want to also add in on this From a data perspective Were there any breakthrough data points That led to campaigns or brand voice ideas? So I think one specific example As you all know perhaps lending is perhaps the only Category where the seller chooses the buyer This is a lot of There's a lot of their credit profiles And there's the quality of the leading thing So it's becoming extremely important for us To create within our platform Haven't had a system wherein the buyer Actually knows which bank it is going to choose So we run this entire credit code program On a platform Which never used to exist earlier So earlier what used to happen was When a consumer used to come to a platform He used to choose a bank That's where I want to take the loan from And the bank used to go to the bank And the bank used to Six or ten times reject that person Saying that you know you have a bank Worker And at that point I still ask To open friends also They were not even aware of their friends So what we did was we kind of Built the entire Credit code on a free credit code On our platform Where in a customer's The moment he's going to come to you to tell them Hey, this is your credit code And you have a high chance of approval With XYZ Bank So now and this information also Used towards the path onto the bank In that now This customer, this is credit code And he has a high chance of approval So that kind of you know Enhance the consumer experience And also the password experience So now Where the personalization came Comes into play is that you know When So then we also added this entire picture So if you have to Take a credit code on any other platform That's stable or anywhere You have to pay For an interview But on our platform it's free So it became a free customer Accuracy strategy also for us So we used to run entire Digital campaign, TV campaigns On creating an awareness about Operate code But also what we did was When the consumer used to come on our platform Be because we had the data And the information about This digital service code We used to serve them intelligent Communication that you know Say you have a home loan running It's going on at 10.8% If you would ship to Another bank Which is at 8.5 You could save their own 10 grand Format on your On your EMI And that became a great value proposition And all of that Was coming purely from data And also How consumers could get a free approved card On our platform All these products could be freed And these kind of communication Used were able to go So the entire We ran the largest credit awareness initiatives And now a lot of others Are falling to the unknown Safety when it's on A great group So this is how we kind of you know Put the entire Engine towards Moving towards the workplace Now all these stories definitely They extended up that data is an absolute Friend for the market here Especially in a time when It's changing How we are building the brands Or how we are consuming the brands We have been an absolutely orderly group In the order and scheme of things Rejecting the energy a bit I'm bringing in a Like a summary question And sort of just like jumped in At no necessary order What would be the two favorite Bus words For each of you That you think is going to command You know the next four to five years And for brands that matter Or brands that will break the clutter You can use a word You can use a statement But like two themes Which are absolutely favorite For each of you Who wants to go first Hey, I think Product lead growth is my favorite Bus word right now I think Yeah, so I'll leave it at that But I think that's going to be very important You have to give us two Ashish Oh, okay Probably your marketing tech stack I think you can't bring a knife to a gun fight So I think that's the other So I do want to get Do you want to go next? Yeah, just to just One word would be Making your decisions on nature As we go right now You know There is a limited budget For everyone's hands So maybe on that Rather than me I can't think of right now Okay, great I stand by you Yeah Yeah, so sorry One thing is sorry One thing that we kind of Follow is that If you try hard You can measure everything That's something Yeah Money Siddharth Yeah, I'll talk about a couple of things So one is Obviously in the real estate being You know historically it's been an offline player Right so Driving innovation And in terms of new products and services And the second and the larger challenge Which is facing all of us in the industry Is improving user engagement So in real estate typically You know you're you're in the market For like let's say a three to four month period And then you probably come back to the market When you want to rent a home Or to buy a home Right so it's Not a product like Swiggy Where you probably need to use it every day So we always constantly searching for new hopes To drive user engagement In countries such as the U.S. You know where you have Zillow You have Zestimate Which is the value of the home So people for either for vanity sake Or to look at pictures of beautiful homes You know people constantly visit the site So for us it's going to be like Driving user engagement to increasingly bringing Services online that consumers can engage Very interesting money Closing comments from you Siddharth Yeah so you know I really loved this sentence If you try hard you can measure everything I really love that So I would say data driven marketing Is you know the buzzword obviously But within that there are so many dimensions Which are opening up And one of the big things which we are focusing on And we are seeing a lot of success is How do you take macro trends And look at that correlation With your brand consumer interaction And then tap into it So for example we had done a Again we have a case study with a crypto exchange Where we looked at Twitter signals And we all know that when Elon Musk talks about Any cryptocurrency The entire crypto market goes other way Or the you know the whole world Of cryptocurrency kinds of moves So those kinds of signals are very very interesting To look into and then look at your marketing And do along with that And yeah the second part I would say is From a media perspective this decade will be TV plus digital optimization would be very very interesting TV itself is transforming into digital TV Or connected TV And I think that you know from a media perspective It will be a very very fundamental But big trend which will be coming in Thank you Siddharth and thank you everybody For a very insightful session I thoroughly enjoyed it I'm sure the audience also did We talked a bunch of things But if I have to summarize the three things that stood out Were that the first was that One thing that will stay for brands that matter Is staying relevant real time And also keeping the consumers engaged With the right tonality Second thing was that measurement and data Are going to be the friend For the marketer Cross media It's across channels with content Getting the boom that is going nowhere And third the product first piece That you know a lot of us spoke about Customer experience is going to be fundamentally You know like the most important thing Even if you know like we can choose the right Brand tonality and measure it The customer experience is going to be The single most important nominator But thank you everyone I'll hand it over to you So thank you so much Isha It was an absolute pleasure to listen to the whole panel I'm really thankful to Isha of course For being the session chair Ashish, Mani, Sai, Siddharth For being so kind and joining us It was a pleasure to have you all here Thank you Thank you Thank you