 Hi, hello, everyone. I always ask post-COVID that am I audible? In every meeting. I hope I'm audible. So, yeah, it feels nice and it feels quite strange also for a creative person to start this discussion. Because it's actually programmatic, it's all media. And when Anita said that can you speak in a forum like this, I was like, yeah, it's good because I think now lines are blurring. I think it's time that across in advertising in communication, the lines should blur in terms of who does what and who knows what. It's important that a creative person knows how media functions, media people know how creative functions. And there has to be a good marriage of the two because then only the, I think, tools will be effective. You can have programmatic, advertising is a great tool, but you cannot have storytelling, which can actually support that. I think it won't be as effective as it can be. So, yeah, thanks a ton for inviting me to this forum. On a subject I know a little about what I've read a lot in the last few days, so as to know what exactly it does. It has also enraged me in terms of knowing about things I didn't know. That's been my journey in the last one and a half years. I had worked with the classic big agencies for almost two Decades. I was with ogilvi for almost eight years. I was with lentas for like seven, eight years. So I was with the classic traditional agencies for two Decades and then I wanted to switch and because I thought The world is switching. The world is changing. I think humans are changing. Human behavior are changing. People, the human insights are changing. And that's when I thought it's time for me to switch, to Understand where the world is going to be a part of that world. And I think tools like programmatic advertising do that, Actually. They are actually gauging and They are figuring out that the world is shifting, the audience Is shifting, the behavior is shifting, the way they consume Media, the way they consume advertising content is Shifting, it's changing and it's important to adapt and Be more, I would say, more contextual, more relevant Because now we can be with the way, obviously not just the Tech digital revolution that happened across the world, but Also how the consumers have and the humans have lapped into It and they are changing their behavior as well. The little, I think I would say the talk, I wouldn't Call it a presentation, little talk that I have for what today Is just highlights about in the context of this changing Behavior of consuming content, where programmatic Advertising plays a big role in terms of it's a great tool. How do we do storytelling? How do we create content? How do we shift gears a little so as to make the storytelling Also a little more contextual, a little more personal, a Little more hyper personal, a little more hyper contextual Because in today's dn age we can do that. It's possible to create content and it's possible to do Storytelling which is more contextual. It's not the uber classic advertising which talks to the Masses. I call it the shift from Mass advertising to me advertising. It's mass before it's Becoming more me because you can't talk to an individual at Any given point of time because you know that what that person Is doing, you have enough data to kind of understand that Know that what that person is doing at what point of time And any brand can have a lot more relevant contextual Sessions with the tgs. So that's roughly a bit of So i'll start with the green is for moving forward, right? And it'll help tech help, sorry. The green is for, okay. Great. Yep, so that's our media Monks. So this is a little about media Monks. We've come like a, just been a Two, like three years over here. We are also becoming a part Of this flux, this change. So i'll start with this, what I call, and i've been pretty excited about this whole Conversation i've been having it at internal forums as well as External forums about how do we make content, how do we Make advertising, how do we make communication more Hyper local, more hyper contextual, more hyper personal. And so, and let's start with why, like why there's a need. So if i actually have to look at like a hyper brief, because I think to me, when i started my journey with advertising, Brief was the first thing i got introduced to. We get a brief from the, from our planning account Management team, which comes from the client. And the brief has always been classic, and still it's not Changed. I haven't told it, i think the Briefs come the same way. I think it's time, if you really Need to change the way we tell our stories. If you want to make the stories more hyper contextual, Hyper personal, i think we'll have to make the briefs Also a little different. So let's say, let's start With defining the tg, how do we define the tg when we Look at any classic advertising brief, the mass tg, The tg looks like this, roughly i take in one, one brief. They say young adult, age 24, 29 years, first job, lives in a Metro, ambitious, go getter, having fun, Maintain work-life balance, technology explorer, trendy, fashionable, And many more objectives to define her or him. This is the classic definition of tg if, as a credit Person, you get. I get a very uber, very macro Kind of pov on that person, but the world is changing. I think we can go a lot more closer, we can actually see That person a lot more closer. What we have started doing Actually, at least at media monks, we've changed the way We write a brief. We don't write briefs like This, we don't define our tgs like this. We've started doing a briefs where the tgs are written Slightly more personalized, they are hyper-personalized Tgs. That's how we approach Actually, this was a brief for one of the brand that You're working on. Our definition of tg is Wakes up, checks the fb while having his or her morning Coffee, drinks double, short expresso, follows health, Fitness influencers, posts sunny side up twice a week On fb stories, goes to gym, loves cardio, listens to Martin Garrix, he's an idiom guy. Spends about an hour in Gym, switches to instagram, posts reels, follows reels. On the way to office, listen to podcasts, loves Listening to life coaches, checks insta and fb Between breaks and office hours, on the way back Chases their dating apps, searches weekend destinations On google, loves traveling, loves cycling and trekking Watches youtube recipe on videos, loves culinary Experiments for dinner, listen to podcasts and soulful music Before going off to sleep. It's a journey in a person's day Roughly you'll see a lot of person in this and you see The opportunities that your brand has when you're mapping A person's everyday versus mapping a person's life So what used to happen before and whenever we got the brief The definition of the tg was so macro that we also Always saw the person's life. I think the lives have Changed now, the lives have become everyday. The behaviors Are no more life behaviors. Behaviors change everyday Behaviors are becoming more and more micro in nature. They are changing everyday, they are changing every moment I think it's important that we follow a brief like this If you really want to create content and stories Which are a lot more personal and hyper contextual Again it can, it gives you a lot of touch points It gives you a lot of interaction points with the consumer The way you can interact with that person Especially on forums like digital Now let's go to hyper personalized insights What they can be. Again like whenever we looked At insights, they were always very uber because We were looking at a very uber understanding of tg To me, I think hyper personalized insights are pure It's the daily digital behavior. If you actually look at that It's the mind of personalized contextual insights If you actually look at that and there's enough data That is actually available there, you can get that To me, data is actually the new consumer insight It's not so much having a very uber understanding of a person Loves his family, loves his wife, is ambitious Wants to be something in five years, ten years It's about what that person is doing every day What that person is doing every moment I think if you actually do, if you fetch that We'll get a lot of insights and insights need not be so uber and singular Insights for the same person can be many Throughout the day, a person lives many lives When he's on dating app, he's a different person When he's on an Instagram, that person is a different person When that person is looking at Google, it's a different person So person is changing. Every site, every app Is changing the behavior of the person Is changing that person's approach towards life That's how, I think, that's the flux of a person's life If you actually look at that, perhaps we'll get a lot more insights We practice that actually I'll now come to, I've kept it very crisp Because I think I have 30 minutes Now these are things which we have done, which we are doing right now So these are not, these are not theories These are practical experiments, practical things we have done And we've achieved that on a few brands that we've got So if we looked at the hyper-personal tg, we looked at how Do we approach hyper-personal insights, how do we create Hyper-personal concepts or content or storytelling? How do we kind of ship to that? One example actually, I can't, this is a brand called AXE I can't reveal the film because that's going to go live In another few weeks or months But I can tell you how did we approach this So we made a campaign, we made a classic mass content Like a single TVC, right? We always make one single TVC And it goes on television And the biggest problem that we have was that The shelf life of that piece is decreasing, is reducing Like a shelf life of a television content is not more than a week Two weeks, max three weeks, if it's a big campaign, four weeks How do we use that content and make it hyper-contextual, hyper-personal? It's a bank that gives credits to youngsters So we looked at for what reasons youngsters look loaned for And there could be 15 different reasons, like one can take a loan For taking sabbatical, one can take small loans, i think When i'm talking about loans, i'm talking about those small Loans like amazon pay later, which are worth 10,000, 15,000 Etc, which you don't have to, you just have to have a good Sibyl score, you don't need any papers One takes, these guys, they take loan for random things They take loan for buying a guitar, they take loan for Buying a keyboard, they take a small loan for going for a sabbatical They take a small loan for buying a gaming device For actually somebody has taken a loan for actually enrolling For a gaming course, so the reason for taking loan is No more house, no more cars, people are taking loans for Again, it's a behavior change, it's a shift, everything is Getting, i would say, micro, the world is getting more Micro, the loans are getting micro, so we thought how do we Make, so i'll tell you an example, what we did was there Was a story of one young boy who bought a ukulele, and his Father asked him that why do you buy a ukulele, and That son says that hey, because i love playing it, it's Like where did you get the money from, he said i took a Loan, i took credit, and the father is like you took credit For buying a ukulele, you took a loan for buying a ukulele The problem with your generation is you guys don't understand The value of money, how can you take credit for buying a ukulele It's absurd, and that young guy says no papa, i know The value of money, i know the value, when i play ukulele My mother smiles, i know the value of her smile When i play ukulele, my friends come and they hear me Know the value of friendship, and who knows by playing ukulele One day i'll become a big musician, and you'll be proud of me I know the value of that pride, so i know the value of money That's the new tease, that's the new audience that we're talking to So that's one piece we created for television, what we did Now, how do we make it hyper contextual, and hyper A lot of editing patterns you might have seen on digital Right, we take, and mostly a political nature Where you take some leaders and you play some lot of memes Which are video memes, you'll have somebody laughing So these are very absurd edit patterns So what we did was, we kept the father in the film The same from the TVC For the other character, we chose a frontal camera Which was of a phone And so the subject kept changing So the film now, which is hyper contextual Can be done in shoestring because you can take anyone And shoot the front, use the front camera and create the content So the father says that, why did you buy this? And the person says that i bought a synthesizer or a keyboard And he says, why did you buy a keyboard? Where did you get the money? I took credit, so the dialogues of the kid changes The dialogues of the father remain the same So we took the video from the film from the father But the kid kept changing, or that other product kept changing And we made close to 30 contextual films So you took one piece of content, which is mass content And you created 30 pieces of contextual content out of it With literally no money. I think that's the switch We need to have in terms of, because in India i think Israel is going to be a country of a lot of mass media How do we use those assets and make them more contextual There are ways and there are designs but one has to switch that The need of actually going hyper and strangely i think The client is more excited about the hyper contextual pieces More than the main tvc, because he is seeing the benefit Of that, he is seeing that i can be a lot more relevant Because actually i can, if some person is actually checking The prices of anything online, i can follow that person And i can send that particular video to that person So my chances of conversion of actually him or her taking a Credit from me is a lot higher, because i'm having a relevant Conversation with that person, which is what hyper Contextual, hyper personal content can do and again i Think that's where we would need programmatic advertising As a tool to make it happen. But at the backside i think It's important that the storytelling has to become The storytelling has to support tools like hyper, tool Like programmatic advertising, you have to create actually Elsewhere in the world in media monks, we have ai also doing It, so actually ai is, we have credit algorithms, which We actually, you feed that and it reaches. I'm talking about india and what we have done. I'm not taking global examples, because i think in india we Are facing different problems. This is one very interesting Way of going about it, of how do you make something which is Mass, a lot more hyper, personal, hyper contextual. Now, second one, it doesn't use programmatic advertising, but It's a very interesting way of how do we go about making, Creating content, hyper, contextual, hyper personal. It's one of my favorite brands, it's starati, and it's A thing we did last year. In panjab, there's a festival Called lori, it's celebrated, and what happens in that lori is That you actually sing a tapah. Tapah is a kind of song, you sing To celebrate anything new. So if in a house, a baby is born, You will sing a tapah for the baby. If somebody has bought a new house, you will sing a tapah For celebrating the new house. If somebody has got a new Profession, you will sing a tapah for celebrating his new Profession. Contexts are different. They are not the same context. There's one single lori, but There are different context that you celebrated for, and you Sing this tapah for. So we thought that can we create Again content that is hyper contextual and then also make It hyper local because every tapah starts with the name of the Person. So if i have to sing a tapah and Dedicated to someone, i have to say nitha, i know her name Only. You have a new job, so here's a tapah for you. So how do we create a content? Because that festival needs Hyper personal, hyper contextual content. How do we create that? we did a piece. Obviously, the medium was whatsapp. We had a microsoft and Through microsoft, we pushed through whatsapp, which was Again more personal as a tool. But there's a case study. I think it will make things clear. It will play by pushing The same button. The campaign that leveraged the cultural, personal, and topical Significance of tapah. Featuring Shehnaaz Gill as our celebrity Influencer. Daughter of Punjab, who cuts across generations And genders in Punjabi families. With tailor made, hyper Personalised tapah greetings. By creatively using the power of rephrase technology, we Gave them a one of a kind user generated content experience Which were customised based on occasion and name, which we Shared over whatsapp. Helping us tug the hearts of Punjabis everywhere, bringing communities together over Their love for celebrations and each other. Influencers came in and amplified the reach, making the Celebrations even bigger. Our wishes reached 12.6 million Plus people. 11.7 million Punjabis vibed, sang, and Danced to our tapah. 33,000 plus families participated to Send out 11,000 plus greetings, giving us 99% positive Sentiment. And lots of love on social media. Letting us own Lodi and making us a part of Punjab's Vadi Khushia. It was interesting and actually that day it crashed, the Microsite crashed because there were so many, it was very Easy. You have to feed in the occasion and Feed in your name and there will be a personalized tapah that Goes, obviously we used rephrase technology for this. But again, I think the constitution here is not so much About this campaign, but my thing is about how do we Make our storytelling a lot more hyper personal, a lot More hyper contextual, which is what it did, actually. It's not just one, we took, as anything, this is where we, as A brand, it had gone from mass to hyper local, because now we Celebrate every state. So for Punjab there will be a Different campaign, for deli, there is a different campaign For west bengal, there is a different campaign for up, There is a different campaign. Over there again we use media Because media actually gives us the opportunity to kind of Distribute content like that. After that we thought that from Hyper local, we will go hyper personal now. This was one of the first campaigns we did where we went From hyper local to hyper personal and the journey Can you continue. And over there i think i play a Big role of program, it actually got quite problematic to Say that word programmatic. It's been a tough one for me. Programmatic added i think. So how do we, i think it's a Great tool and i think it's important for the storytellers, For the credit people, for people like me who spend, I say 20 years doing one ad film and we have talked to Courage of indians, how do we unlearn that or actually use That learning rather to talk to a single individual. It's a huge journey because we have always talked to Courage, now we have to talk to a single person. And how do we do that? Keeping the same storytelling Engagement alive because i think what happens when you Create hyper personal content, especially using programmatic, It becomes a little transactional, you lose emotions, You lose, you know, connect. I think it's a big challenge That we'll have to overcome. How do we make that content More engaging, how do we make that content, i still have Some storytelling. It doesn't engage to sell a Product only, but it engages with the audiences as to Connect. I think it should be at Connection and not so much at selling. So that's my last, this is what i am shifting to. I think what i call it, the industry has to shift from Mass communication to me communication. It's not mass anymore, it's going to be more me. It has to talk to an individual. And this is what i think Programmatic does, i think this is what a lot of Industry leaders, especially credit leaders have to figure Out how do we use that tool effectively, how do we put a Storytelling in that tool, how do we make the tool more Engaging, because if it doesn't happen, it will become too Transactional, so i think it's a big challenge for us Storytellers, the credit people, and i am happy that we are Taking some baby steps, these are baby steps. It's a long journey to cover. So yeah, that's, i think that's done before. I thought fast, so i said it faster perhaps. Yeah, so that's, thank you.