 Hi, am I audible at the back? All good? My God. Come on, we can expect a little bit more noise. I'm sure you all had a great lunch. Okay, super. So welcome everyone to this panel, and like our host said, we have an extremely esteemed panel here, and I can't wait to pick their brains on the topic of content marketing, and the impact that it can have in the long run on brand engagement and on brand communications. I'm Kanika. I represent the Ebola company that is known for its content recommendation engine. In fact, I must share that one of the questions I get asked the most across panel discussions and otherwise, is that how do you really ensure ROI of content marketing in the long run, and how do you really effectively distribute content? To that I'd like to say, I think a very good solution lies with what the Ebola does, because the Ebola makes sure that your content is contextually served. So it is served at the right time at the right place to the relevant audience, which actually increases the ROI, the biggest question on the table, and then it distributes it through premium publishers, through a variety of partners, making sure that you get the scale that you're looking for. So I think really the solution lies in ensuring that we're able to find right partners for our content marketing strategy. Today, with this esteemed panel, we will definitely dive into what are the strategies that they are using, and how they are really looking at driving more ROI, more engagement, and more impact through the power of content marketing. So that's our agenda today. Very warm welcome to everyone. But you want to take a few seconds to introduce yourself and then we can go right to the panel. Maybe in your introduction, you can tell us briefly why you are so passionate about content marketing. Hi. Good afternoon. I'm Ankur Malhotra. I represent Bristone India. I'm heading marketing for them. In the past, I've worked with brands like Unilever as well as with Abbott and Cadbury. Now, primarily just answering on this particular question which is relevant to the topic that we are touching upon over here. I think it's a term which has been coined in the recent past or so when we are talking about content marketing, so to say. But we all as marketers know that how important it is in terms of communication, communicating to the right audience in a right manner altogether. We all have been earning a bread and butter out of it. That's one. But another important aspect is, if I have to just look at, there are multiple categories that I have made some changes. I moved into automobile. Currently, I'm working with tires. I have in the past sold ice creams. Everywhere, what matters is resonate. What exactly is the message, what the brand wants to give, what is the vision and the mission, what exactly is something that the consumers would clearly understand basis which they will take their decision. So it's a medium through which historically, I've worked into brands and marketing to be able to influence the choices and helping the consumers make the right choice. This is primarily the reason why exactly, I feel so excited about content marketing. Wonderful. Hi, I'm Nitin. I head marketing for Acco Insurance. I think I'll keep it short. I think why do I feel passionate? I think number one, there is no choice but to feel passionate about this in the ecosystem that we are in right now. If I don't do it, I'll lose my job. But I think that apart, I think at least I've spent most of my career in building online D2C brands, right from Make My Trip to Ola and now with Acco. I think the power that content marketing keeps unleashing and it's also gone through its own stages of change that we've seen. In terms of helping specifically challenger brands become more amenable, more trustworthy to consumers and to get them to move across either mind measures or a business measures. I think that power has been fantastic and I've seen them in a lot of areas upfront and I think that's also what keeps the fuel burning inside that you do need to chase something like this. Hi guys, everyone seems to be in a post-lunch slumber. So thank you for still giving us a full house here. I'm Divya, I'm a brand and culture strategist. I currently lead the marketing mandate at Narshu. I'm not sure if you all are familiar with the brand, but it's India's first Superfoods brand, but in the FMCG space, I like to call myself the wildcard hire of this company because all my expertise prior to this was in fashion, beauty, lifestyle, and the reason I actually was excited about working with Narshu and I feel the other way around is because we're hoping to be movers and shakers in this space by leveraging the power of content. The reason I feel particularly passionate about it is because you get to tell a brand story in a multitude of ways through content marketing and that's what excites me the most about it. Hi, I'm Sajala, head marketing for Platinum Guild India. Of course, as a body, we're quite different because we are a guild and the single-minded agenda is to drive demand for Platinum in this geography. Having said that, I mean, I can't think of a tool that's more relevant to us than content really. Our consumption culture in this country, no surprises, is driven by gold and therefore it's a very complex task. It's a very audacious one as well. I think what really comes to the rescue is content and there are many forms with many objectives, but I think if used correctly, content can shape culture, can change consumer behavior, can change perception and I think that's our game and that's what gets us excited. I don't think in marketing, there's a more exciting job than creating a new category, and that's the way we look at it and we look at that through the lens of content. Wonderful. I think it's clear that everyone here is extremely committed and passionate about content marketing. On that note, Divya, let me start with you. How has your experience been towards using content to really create a strong identity for brands, and how do you make sure that it is distinctive when the online world now is so cluttered? Absolutely. I think content is crucial in helping build a brand personality. Every brand is like a person. It has a way that it looks, it has a particular aesthetic, it has a way that it sounds, and every piece of content that you create and put out has to be reflective of that and ultimately contributes to that brand identity. I think my favorite example to give and I think we might all agree with this is Nike, and the brilliant way that they've done storytelling, any digital ad they put out, any communication, any event that they're even hosting will always be driven by this inspirational, motivational, just do it kind of communication and that over time, those pieces of content is what's worked towards making Nike what it is today and given it a very distinct identity. You have Glossier, which is a beauty brand which disrupted the industry and built a billion dollar plus brand off the back of purely content marketing. You have a bunch of exciting new startup brands in India that are also leveraging content marketing using a very editorial tone of voice to build community online. I think that's something that I'd love to discuss as well as how content can help the community. So they're not just communicating with their consumers from the perspective of, hey, this is a product, why don't you buy it? But talking about other aspects of life that that product would fit within, right? So if you're selling a beauty product, you might want to talk about wellness inside and out, right? So you might talk about fitness, you might talk about yoga, you might talk about beauty inside and out as compared to just selling a product. So that again is something that can be perpetuated, I think, through content. No, that's great and Nike is a fabulous example. I think many people in the room will relate to that. But just to build on it, Uncle, we'd love to hear from you on what do you think are specific strategies that can be used to engage the audiences and then over time, build customer loyalty through content marketing? I think everything boils down to what exactly, when we are talking about strategy or content strategy. In different categories, I've seen everything boils down to what exactly is the insight. Now, we might just take it lightly in terms of for every brand, understanding of the TG in itself is good. But on the entire path to purchase, how that particular decision-making process is getting influenced? Which exactly are the right influences? Is it the family? Is it the situation? Or is it something what exactly as a content, they would have absorbed sometime back? Now, if I have to just pick up an example in my recent category that I'm working. Tire is one of the least interesting or engaging category for anybody over here. If anybody is over here giving across a challenge to me saying that tire is something very interesting for me, I would have a surprise for myself. So, is there anybody who would just raise his hand saying that, beyond automobile tire is an interesting category for me? Nothing. Would you have gone across on any social media platform and search for a tire brand except barring the last 45 days or 60 days when the World Cup was happening and some of our leading competitors were sponsors? Not at all. It's a grudge purchase. I think that's the fact. If you are in a situation where your vehicle has broken down, it's a flat tire, you would look at whichever is the best alternative available for you. But at this stage, if I am able to make you remind of Bristone delivering onto best-of-quality tire in terms of durability, you will be reminded of it, but you will again go across and check into the outlet from a price perspective. Now, that's what exactly is the entire part to purchase. So, I can't sit down in my office and decide upon a strategy saying that humor is something which is working well for other brands, I will also do. What is humor going to do for my brand and category? The relevance aspect is something which would be missing. So, I think the strategy is pretty simple. Look at what exactly is relevant for that particular target group whom you are serving, and whatever is the overall part to purchase, if you are able to bring across your brand as top in the funnel for them to be reminded of when they are in that need. That's what exactly we look at. Super. Would you like to build on that, Nitin? We were just chatting and you had some very interesting perspectives to share. Yeah, sure. So, I think more from a strategy perspective, at least in my past experiences, we've seen enough and more value that the right content marketing strategies have delivered across different stages of the funnel. For example, you consider awareness leading to a higher top of funnel for your brand, and content has a role to play there. You talk about more mid funnel in the path to purchase, while I think it's different for, say, entire retail and outlet. It's a little bit different for online and D2C brands. A simple example from my current experience with Acco, I think we are into extremely trust-heavy category, like specifically as we move from car insurance to health insurance, it's a decision you take right now to trust somebody who will be there for, say, up to 20 years down the line and moving certain metrics more from a mid-funnel perspective that advertising is giving you enough air cover that people are actually coming and checking you out. But how do you get them to actually consider your product once they've landed, which advertising alone has not been able to solve for? I think that's where we leveraged a lot of content marketing, not only external channels, but also own channels. So we had a, like it's still ongoing, like a hugely successful on-the-app content marketing play that we recently introduced. We got Madhavan to basically come on board to represent voice of customer. Because what we felt was that, like maybe people will not trust the brand saying it, but if you have an intelligent persona, like Madhavan actually coming in and representing the voice of the customer, asking the same questions that we've seen a lot of other. Very nice. Right? And strategic investment behind that, placing it in the right stages of the funnel, et cetera, that has worked wonderful for us and it's sort of complimented all the advertising and all the glamorous work that you see out there. I think it needs to be complimented with a lot of this hard-working content marketing strategy as well, which has a role of its own. And I'm so glad you mentioned that, right? Because there is of course a glamorous side to content, which is all about the storytelling, which is all about getting the right influencers, stars, maybe even authentic consumers to tell your story. But then there is the hard side of it, which is the, like you said, the content that works hard, which in other words means that content that drives return on investment. So Nitin, anything that you would like to share, how do you make your content deliver better return on investment? Okay, I think that's you've given me a very tough question to ask. So I'll try and dodge it a little bit and so. So I think we were having like a part of this chat inside also. I think it's very important to have the right expectation setting in terms of what a certain content marketing strategy can deliver. What is the KPI that it will deliver on? I think in today's world where patience is extremely less and fragile commodity. I think the pressure on content marketing to immediately translate into sales is very high. And I think a lot of marketeers also fall under the trap that I can only justify it if I'm able to sell my product through it. I think that's the worst thing that you can do from, like not just like a content marketing but any strategy perspective. If you say that you're going to chase something which is not really the objective of that piece of content or that strategy to deliver. So I think a right expectation setting internally with your stakeholders is extremely important. I think as marketeers more than selling outside we have to sell it inside. Right that that, okay, is this like for example, the Madhavan piece that I was just talking about, right? And digital gives us the perspective of making it a lot more measurable in terms of, okay, was this piece of content able to influence X percentage of users more to move from stage A to stage B in the purchase journey? If it was able to do that, then it has done its job, right? And I think you assign the right KPIs to it. I think your job will be a lot easier from that perspective. I think last bit, I think content marketing as a tool. And I think like the topic also says, right, the role it plays in long lasting brand building. I think you've defined the lens in some ways in the topic as well. And I think like one saying that I like to keep at the back of my mind and I keep telling my team also sales overnight, but brand over time, right? And if you're investing in content marketing, I think mostly it's towards building attributes that can help you more from a long lasting. So it can be identity, it can be tonality, it can be trust, it can be education. Whatever you want to build for it. Karina, and I think if we may build on that, clearly there's a very real struggle on how do you convince your internal stakeholders to continue to invest in content marketing, especially when you're faced with the pressure of like you said, sales overnight. But you know in your heart as a marketer the right thing to do is to also simultaneously build the brand over time. And of course, there are external stakeholders, which could be your franchise partners, it could be your customers, your final consumers. With whom, of course, you have to do content marketing in such a way that it is either emotionally resonating with them or it is fulfilling a gap in their lives and providing some value. So how do you balance internal and external stakeholder management with the lens of content marketing? So I think primarily in content marketing, I think once you determine what is the expected value exchange. I'm sure you have content to put out, but in the sense of consumers looking at either information or entertainment, or at least access, and that's one part of it. I think if you build right with reach and relevance, then ROI sort of follows. And that's again a function of the category, a function of the objective that you're looking at. So you will always have a mix of objectives. I think it's very important to bring clarity in terms of what is this pillar of content trying to solve, what objective is it trying to meet? Because in categories where the task is as complex as new adoptions or change in perception, they don't happen overnight. And then looking at it from the lens of traditional ROI will never work. So I think at the risk of sounding boring, consistency and a slightly long tunnel point of view is important. Wonderful. I think there is tremendous consensus within this panel that content is a long-term game. And we have to find ways to be patient with it, whether it is with our strategy, with our customers, or whether it is with setting the right expectations internally. So just to build on that, Divya, any success story, any specific example that you would like to share with us, where you feel that you managed to strike the balance and get some wins for your brand? Yes, sure. Anybody else would like to share any success story or examples? Yeah. I think I'll just add one more bit in terms of responding back to the last question. There's a simple methodology between me and my team, which we have adopted in our organization, just on the lighter side. There are two flips which we can just see in terms of how any particular idea is supposed to be sold. One, when we look at from the consumer lens, it's completely the positive tonality which we want in terms of all our content development. But the second aspect is in terms of the fear of missing out or doing something, not doing something what the other brands are doing. That's the approach which we adopt internally to sell to the management. So when we go to sales or when we go to management, we primarily talk about what exactly we'll be missing out on. So suddenly there are many approvals which are signed off immediately. Now, what we do is with those approvals, we create content which is much more relevant for the consumer. So that's how exactly we approach it internally. That's just a trick of the trade what we adopt with our team. Not to respond, but- You make good guys. That's a good one. Four more. Yeah. And at times, we have to pick and choose. I don't have a solution right now which somebody would say that, forcefully incorporate AI. Let's go and create something with gen AI. I don't have the solutions. I'll wait for that. Now, when we are talking about any particular communication, which has really been sort of working well for us, during COVID, when the entire world was under lockdown, we created one particular content with the Regency under those very, very critical and challenging circumstances for our truck and bus radial tires. Now, the moment we look at that, it's a category which was completely at a standstill. The supply chains were completely closed. There were few truck drivers who were actually carrying the product, the healthcare product, the food and nutrition from one place to another. We just looked at that particular aspect of, when we are looking at for such a low-involving category, can emotion play a role? Can the circumstance play a role? Can we highlight what exactly is the struggle that these truck drivers are taking to run the supply chain? That's one particular content which we created under immensely challenging circumstances that content got created over the course of 15-20 days altogether. That did wonders for us. Now, one is the operational or the execution challenge, but second was altogether in terms of whether we want to create a branded content and leverage on the current emotion. You have to have a fine balance in terms of, it doesn't come across that the brand is trying to just leverage, but there is a contribution what the brand is doing. So the entire CSR initiative which we do, is something which was incorporated very well in that particular content which we created. The whole idea over here is, don't do things for the sake of doing it. Have a very well thought through integration of your brand and the story what you want to communicate. That is one. Second aspect is clearly, I've seen over the course of various brands and categories that I've worked on. It's a very simple thing which we keep on hearing, but young brand managers ignore. Consistency is very, very important. For the brand thought and personality to be established, consistency of messaging and content development is very critical. Super. We are just to build on that. Like he's speaking about consistency. I just want to add to that, that it's hard to be consistent when everything around you is changing so fast and it is so rapid. So in an era of constant change in consumer behavior, how do you make sure that you can adapt and stay relevant and stay consistent? I think the key to staying relevant is to understanding the zeitgeist. For us especially in our issue, that's incredibly important because we're in the alternative milk space, we're in the plant-based food category, and that requires a huge cultural shift, especially in a country like India where milk is such a daily part of everyone's routine and life, and a lot of people aren't even aware that they're lactose intolerant. So that's something that we're actively working towards building content to do, but a few ways to stay relevant if you're a brand is, I would say definitely speak to your consumer, consumer insights are key. Understand who they are as people, what they like, what platforms they spend their time on, what music they listen to, if they were to go to a restaurant, what kind of restaurant that would be, that'll help you build a consumer persona really well. The second way to also do that is to study content. So look at the way that they're interacting with other content pieces. What are the search terms that are trending at the moment? What are your customer responses or comments that are being left behind on your social or digital channels? And finally, the most important piece is to actually study the cultural moment you're in, and there's a ton of people actually doing this, right? You have foresight analysts, you have cultural strategists that actually look at very qualitative insights, about the time that we're in. So there's this firm, I know called Trapidol, which actually works on creating culture reports purely about the music industry. You have Yuva here in India, which is actually led by a former professor of mine, Nikhil Taneja, and they do fantastic research on youth culture. So a lot of my experience is also towards building brands for millennials in Gen Z, and when you have reports like that, or you work with organizations like that, and they do tie up with Spotify, YouTube, Metai, Pepsi, so on and so forth, to do these cultural analysis reports of what the youth of the country is leaning towards, I think that really helps in making sure that you're very, very relevant. No, that's a lovely point. I think what we're trying to say here is that there's a very close connection between content marketing and culture, and sometimes content marketing doesn't just take inspiration from culture, but it's the other way around as well. Sometimes you can put out a piece of communication, a piece of content that is so powerful and so moving that it can create impact on culture. So it's a two-way street, content takes inspiration from culture and other way around as well. So your thoughts on that, I think it's such a beautiful point we should hear from everyone on what they feel about it. So I think two points. I think firstly, the fundamentals of marketing still apply to the content marketing game, right? For example, all the things that she spoke about, which is consumer insight, being close to your consumer, et cetera, like what applied, say, 15, 20 years back from an FMCG setup, still applies to content marketing game, and I think that's something that we should continue doing. I think the other piece where, at least we've seen a lot of inspiration coming from, I think while culture and context is extremely important, I think at times we end up underestimating the power of our own channels, right? And we look for a lot of stuff outside as well, where at times a lot of what are your consumers really into, what do they want you to make is actually resting right on your own context. For example, like you have a presence on social media, you have people actually talking to you on call center, people leaving a lot of comments, reviews, et cetera, app store, and otherwise, I think specifically for us, I think mining a lot of insights or behavior traits that consumers have left behind on our own social media channels and handles has played a very important role in terms of some ways preempting that, okay, if this is what people are really, how they even answer to your comments, right? The form factors that they use to answer to your comments is also like an interesting point to leverage and like there could be like a ton of information, right? Under your nose, which we might be underestimating. No, that's a great point as well. And let's build on it further. I think you spoke about using different kinds of channels. So Jala would just love to hear from you, your point of view on different channels, different platforms that can be used, both to learn from and also to distribute the content. Yeah, so just to start out with, I think what we just touched upon in terms of culture was a very important point and a very relevant one, because that itself is a vehicle of dissemination very often. As a brand, you can either touch upon something that is a cultural transformation moment. And for example, like Doug did it in more recent times, where for example, if you look at their campaign on no filters, which borrowed from culture, but then did one up on culture and said, you know, in a segment that's obsessed with selfies, here's the reverse selfie, for example. Or there are times when you use culture very effectively to be a multiplier. And maybe here I can spend a moment or two talking about one of our brands and that would be Men of Platinum. And for Men of Platinum, for example, obviously it is targeted at the male TG and Krivkit is obviously a big affinity with the male TG. And what we've effectively done is really use the reverence for the game, use an upcoming icon. I mean, at the moment, the face of the brand is Surya Kumar Yadav. And create content and it's a series, it's a content IP, it's a minute with Men of Platinum. And it really gives the audience a look into the man behind the jersey. And it's pretty much the multiplier of cricket with in combination with an icon has a multiplier of its own in some ways. And that's one take on it. The other thing is also, I mean, again, for us at Platinum, we are talking to a far younger audience. And affinity for our offering lies with a younger audience. And therefore, it's time to kind of just take what you always thought worked and kind of reassess it from time to time because you need to move where they are moving. For example, TV is losing audiences and they are on OTT maybe. And therefore for us, it made perfect sense to rest content and pocket on a Disney hot star because that's where they are, for example. So yeah, I think those kind of choices come at play. Super. And any other strategies you want to share with us for distribution of content, anything that you have observed works better or can help you deliver longer, better ROI in the long run. So I think there is a plethora of hyper fragmentation is very, very, very real. And there are a lot of emerging platforms. There's audio streaming, of course. Music and otherwise, there's video streaming. There's live streaming. And all of it has its own metric attached to it. For example, if you're doing live streaming, you're not looking at high reach numbers there, but you're looking at converting the few that are plugged in and giving them an immersive experience. So yeah, I mean, the plethora keeps expanding. It's what you choose, what basis is your objective that really, you know, puts it in the right framework? Amazing. So I think we've touched upon a lot of themes. We've touched upon the connection between content and culture, about having a balance between strategies that are short-term to mid-term to long-term. And also, of course, you know, different distribution models and how do you drive relevance so that your content is being distributed at the right place, at the right time. What I'd like to do now is touch upon something really special. So while content can be powerful, when it is juxtapositioned with the right context, it can be absolutely, I would say, fantastic and fabulous because suddenly a consumer is reading content which is not just relevant to it, to him or her, but it has also been served to him at the right time, at the right moment. And in my experience, when content marketing is mixed with the right context, it creates magic. It's almost like the context is the secret sauce. In fact, I was at another panel discussion of this kind in Delhi. And one of the things that came up was that if content is the king, then context is the kingdom. And I was so proud at that moment because I felt like the Boola is a true enabler. It enables the king to rule the kingdom well because it just helps you to distribute content with the right context. So I just want to understand that if moment marketing, context marketing, timing of various events and your content and how do you modify and leverage all of these opportunities is something that you consciously plan for. And really how much of it can you plan and how much do you have to adapt in real time? For example, we see a lot of brands quickly hook on when there is a big moment that happens in a sporting tournament or when there is something big happening, let's say in a music festival or anything like that, you see a lot of brands like Zomato, Swiggy, et cetera, quickly jump on to that bandwagon and really enthrall consumers with some very, very witty content marketing. So I would just love to hear from all of you, in fact, where do you think the importance of context lies and something that is maybe special to you in terms of moment-related marketing? I think very rightly said so, but context matters significantly. Creating, now if I have to just go back to the example which I cited some time back, creating a film about a truck driver, if it would have not been that particular situation, it would have not resonated because there are different pieces which are coming together. Otherwise, for a boring category, it's another film what exactly the brand has force fitted or they are just trying to establish a connect. Similarly, if I'm just looking at, there's a lot we have been talking over the course of last one decade in terms of personalization. So there are some pilots which I've worked in my as well brands or in the current role that I take. Earlier, I was working for a brand called as PediaShore with Abbott and clearly over there, the message through the CRM team has to reach out to mothers who are clearly worried about in terms of the health and nutrition and growth of their kid. At what stage the message is given matters significantly. So we never went about in terms of shooting out SMSs or WhatsApp messages. It was very much clearly as a part of our approach that when the mom is waiting in the chamber of the doctor, that's the time when exactly this message has to be given because the level of resonation, the level of what exactly is the top of mind concern for the mom, how exactly she takes that particular message when she's given an opportunity to get into the doctor's chamber and articulate the right question within those two to three minutes that she's getting with the doctor matters significantly. Similarly, if I have to just look at sort of a data marketing initiative which we are currently running, we are sitting in a conference. If you are getting WhatsApp messages about Bristol offering 20%, who's going to jump out and get the tire change? Doesn't matter. My point over here is, whatever is the solution that you have, it needs to deliver at the right space and in the situation, what exactly is the most relevant for your brand and consumers. If I have to just look at, there are various segments which we address to and there is an emerging segment of auto enthusiasts. Now auto enthusiasts typically would be talking about the engine quality, the aerodynamics, the seats, the other functions and the features of an automobile. But there's a lot of discussion which is happening on platforms like Quora. This was something which was completely ignored in the past. A simple exercise, what we have done is, that's the platform where people are going to look at the most content which they can, you know, a trustworthy content which they can believe they can execute. As a brand, we have just done one exercise, pick up the top 20 questions around the category, answer it back to them in terms of, you know, the language what they easily understand as consumer, not necessarily bringing across the details of the compound of the tire which I have. That has worked really wonders for us because as a thought leader in the category, then we are able to move these consumers from Quora to our website to ask much more relevant questions about Bristone, what we can discuss. So, context, platform, situation, I think it all matters significantly. Yes, I just noticed that our time's up. So, maybe we can do final thoughts from all of you and in that you can touch upon the relevance of context if you would like. So, Nitin, maybe we start with you now in terms of the final thoughts. Sure, so I think time's up, so I'll keep it short. I think just closing the loop on moment because in today's age, I think just one simple advice, don't chase everything. Like it's not important to have something going out for every moment. So, I think what's helped us as a brand and maybe if there are brand managers here, they can take you also, that some stuff you can plan and we pick and choose our battles that if it's a planned event, okay, these are two, three things that matter to RTG. We will be prepared in advance in terms of what's the template that we're gonna follow. Anything that's unplanned, I think stay true to the tonality that you've built. I think consistency in that tonality will only get amplified and do it. So, pick your battles, don't just be in a rat race that because XYZ brand is jumping on the trend, I also have to jump on the trend. Great point. I think very simply put, marketing money follows time spent. So, as long as you study your consumer journey, you know exactly what part of their journey you want to target them in. Very tiny example, if I wanna speak to an urban consumer in a city like, say, Bombay or Bangalore where they're stuck during their commute time, should I reach them through a podcast, should I reach them through that little TV at the back of your olas, right? Because that's where they're sitting idle and they were most likely to register my brand. So, in terms of finishing thoughts, I think thank you so much for having me on the panel. It's really been a pleasure. There's been a lot to learn from everyone here. And I love to say content is king and we're just foot soldiers. So, thank you. Yeah, I think context is queen, I thought. But, yeah, well, I mean, yeah, I couldn't agree more because it's all about timing. You catch me on a bad day and you get a very different response. That works for our audiences as well. And I think there are many facets to it, right from audience insights to what is the situation and the analysis of the situation? What is the geo? What is the location? What is the cultural context of that TG at the time? All of that is part of context, really. And also a bit about what you said, where it's possible to do some kind of predictive analysis you should because that gives you a bit more clarity on what is likely to work and what can't work. And just, yeah, I mean, I couldn't agree more on the moment marketing bandwagon bit because I think multiple marketing teams across are severely under pressure every time there's a moment to come up and say something super cool and super quirky that can be shared. And I think you should do that only if there's something relevant to say or if you're going to say something refreshingly different because by morning everyone has multiple forwards of what happened in the game last night. So if you don't have anything amazing to say, it's better not to. I think those were some great insights out there, some really lovely nuggets to walk away from. Don't do anything till it is relevant and you really believe in it. Don't do something just for the sake of it because others are doing it. And if you do do something, try to make it more culturally relevant. Try to have a sense of balance between short-term and long-term and most importantly, try to get it contextually right so that you can really make use of moment marketing. So I hope that those insights were useful to everyone and a big thank you to our esteemed panel. We got through a lot of questions. So almost it was like a rapid fire in a very short period of time. So I hope you all enjoyed it and a big thank you to Exchange for Media for organizing this. And long live content marketing. Let content be king and let context be queen and please continue to work in this field with tremendous passion because that's what tells, the passion is what actually translates to great stories and great content. Thank you everyone. Thank you. Thank you so much.