 All right, and it's now time for our last standalone speaking session on the out-of-home opportunity a marketeer's perspective and our speaker is Mr. Koshik Prasad general manager consumer marketing for India Marketing and sales leader over 17 years of enriching experience in building brands new product launches Delivering innovative marketing solutions and running winning sales operations Combining strategic mindset with an urgency for execution Ladies and gentlemen, I think it's time. We put our hands together to welcome mr. Koshik Prasad Hi Good evening everybody You must excuse me. I'm Suffering from flu. I make off in between a Please excuse me A lot has been said today about out-of-home and I was fortunate to hear a large part of the discussion that happened In the panel here. I have a few thoughts to share on how do okay So I guess this is what all of us are battling, right? We're all battling for attention. In fact right now. I'm battling for your attention I know you have important phone calls or text messages to respond to And I'm battling for your attention, right? This is something that all of us are doing day in and day out and as marketeer That's the most important That's the most important battle that we are fighting and this creature. I think is the most famous creature And it says that our attention spans are less than that of a goldfish, right? So if If that's what if that's what we are battling and for out-of-home I think this is the Half empty glass story you know Challenges of you know that is unorganized That is lack of measurability lack of digitization Local laws, you know that poppin Suddenly some part of the country will outlaw hoardings and then we'll scramble for solutions and and stuff like that, right? But we still do a lot of outdoors why because The distributor likes it deal likes it CEO likes it And the oldest trick in the book is to actually Have hoardings On the route, you know, your CEO will take That's the secret every marketeer knows and I've been at the wrong end of that In our last campaign The CEO came back and he said I said boss, I didn't do it. It was not intentional, but he didn't believe me Right. I mean, that's what it's got to and because of all these challenges And like the earlier discussion the panel members were saying Outdoor is almost become like an afterthought afterthought pardon me The budget outlays for outdoor Start looking like this right, but Quite frankly unfortunately because of all this data issue You know outdoor doesn't have a seat on the table Uh You know people invest in digital you're investing more and more in digital and other mediums But unfortunately outdoors doesn't seem to have a seat on the table But I believe if the If the greatest marketeer of our times today Uses outdoor The medium works Right, so I have no doubts in my mind That this medium works if the greatest marketer of our time uses it. I'm sure he sees something in it. So There is discussion about the half full story, right Which is you know, I I heard some snatches of conversation in the panel That there is measurement that's starting to happen There is some digital screens. That's Coming alive in in parts of the country Uh, there are conversations of hyper targeting. There are conversations of beacon and all of that But quite frankly, I think It's it's all slow burn, right Because once you have all of this Yeah, good It's happening. It's happening at its own pace But you know what consumers are Digitally queued on I need to invest at least one fourth of my budget in digital Now we have heard arguments like this, right? We have heard arguments that you know data shows blah blah blah What does you know, where does outdoor fit in and we've had arguments of this sort I think there is an opportunity quite frankly to to re-imagine Outdoors and it's it's not something new It's been done before And many brands have done it And I think it's I think it's important that You know, we look at outdoors in that fashion so What I'm saying is You know actually look Beyond just a logo cut out to brand cut through Look at the opportunity to tell the brand story If reaches are There is actually an opportunity For exponential reach R to the power of X And that's and that's possible It's possible it's been done And many brands have done that One fine example is this Right Probably the best Best outdoor in the world And for people who don't know Can somebody play the video please A Lot of happy customers, I'm sure and A lot of publicity. So that's R to the power of X Right, it's a simple outdoor and R to the power of X. So it's it's not It's not it's not difficult. So it's been done. So another fine example is Pepsi max It uses augmented reality to tell the brand story Uh, you know, I'll probably skip it in the interest of time For for people who are not familiar you can google it up. Uh, it's a very nice one It clocked about 10 million views and it reached Little less than Half a billion people the the sheer amount of publicity it got through press Is is was about half a billion people, right? So that's not bad for One best shelter in London. That's not bad so And the point I'm trying to make is If it was one story of a beer in the earlier example It's an example of augmented reality in this one Uh closer home It can be You know It's not moving It can be two alphabets Right just two alphabets and this is something that really caught my attention Of course, they had a very nice product to sell which is butter chicken Of which I don't consume but I think it's important that the brand story is able to cut through Not just cut through beyond marketing press actually go to The media beyond the marketing press reach to consumers That's the real power of the idea the real power of the idea in outdoor And it at one level we can all be happy if it's Featured in e4m If a a faqs added blah blah blah and pat ourselves But if it doesn't reach the consumers I think we've done a pretty shoddy job Or it can be a simple dot, right? This is an example From Amsterdam And it one I can't I think I have a video for that Life Interesting example or it can be a take on On pop culture, right? And all of us in India are familiar with this. It's probably the longest running outdoor campaign In the country, right? It can be a take on pop culture And the interesting thing is it's it's it's almost part of our culture today You pick up the hindu sometimes you look for the the amul Cartoon right and you know somewhere in the country There is an out of home that particular. Sorry with that particular message Or it could be a record, right? So this is The echo spot billboard. I think this is in Mexico Or Brazil, I think Spain by miss it's and I was told I mean I looked it up. It's some 5,300 square meters. That's some 58,000 square feet. That's like one campaign for us, man For god's sake, right and it won it won it's up. It's it's in the guineas book, right? So this picture actually is Is there for two reasons one of course is to tell about the Guinness record breaking outdoor And second, of course, it's a shameless plug for the four echo spot so quite frankly With the outdoor medium And the internet I think there is an opportunity for for reach for multiplying reach For actually taking r to the power of x, right? So in conclusion, all I would say is Actually we need to move from logo cutouts to cut through right There is an opportunity to tell the brand story A real opportunity to actually do r to the power of x And the internet and social media gives us the opportunity today and I mean, of course, this is this been told to death by many people even the last panel Nothing can be done without a good idea, right at the end of it at the end of the day fundamentally I think we need good ideas and I think one of the comments that was made in the in the panel discussion was Maybe the outdoor guy should be involved right up front in in in the briefing process, right? Yeah, that's if that's not being done by by Brand owners, I think it's an it's a missed opportunity With that, I would I would I would say thank you so much for your patience and listening to me Thank you, sir. Thank you for your words and I'll invite mr. Suresh balakrishnan CEO south asia and middle east kinetic india To give away the token of appreciation to mr. Prasad You Yes, let's have a huge round of applause