 And we now move on to our second panel discussion for the evening. The topic is creating out-of-home formats across regional markets that attract brands and engage consumers. And our moderator for the panel is Mr. Sanjay Tripathi, founder and CEO of Agilio. I also request Mr. Tripathi to please welcome the other panelists who should be joining us. Over to you, sir. I will not spend too much time in introducing the panelists, like let me call on stage Dipankar Sanyal, CEO of Platinum Communication, Neel Pandya, Head of Media L'Oreal, Nisith Mandarkar and CEO Agilist Advertising. By the way, he's got the best possible card I have seen ever. So please ask for his card. Next on stage I would like to invite Soni Jayan, CEO Outreach Advertising. Our last panelist today is Survi Kulcestra, MD, Unicorps Solutions, Private Limited and Fist Look OH. So let me start the question with Dipankar. Dipankar, out-of-home media is really growing year on year and the growth rate is around 6% to 7% as per different reports. And the market size is anything between 3,000 crore to 3,500 crores as per again different reports, whether you follow a pitch, obviously you will be following a pitch, but as per Fikir report, it says that next five year the industry will probably grow at a 11.8% cumulative growth. So can you for the audience, can you explain what is regional markets we are talking about and what is non-regional market for this context? To my mind, the regional markets what we are talking about is basically the tier 2, tier 3 cities we are talking about or even lower down in the pop-up strata. What we are actually talking about is the metros and the state capital we are moving beyond that, that is the market that we are actually talking about. So that's the definition of the regional markets. Nisit, can you just tell us what will be the size of that market, like if we are talking about 3,000 to 3,500 crore is the overall OH market. So what will be the size of regional market which is beyond metros and you know state capitals? I think there is immense opportunity what the Pankar was talking about. These are the only not the market. Other than there is a growing and emerging markets are also there in India. We have actually the OH has not reached to very small towns, even tier 3 and tier 4 towns which is emerging now. I mean specifically when we talk about the smart cities, though they are also constitute a large number of your regional flavor, they are also growing. I don't have the exact number what is the potential of this market, but this is really expanding and there is a lot of opportunity over the course of discussion we will go through and we will unveil those opportunity which is coming for. Sunit, any idea like you know how big is that market size that we are talking about? To my understanding, you know markets have been traditionally divided amongst metros and regions. So you know northern market, eastern market, southern market and if you give me a minute I would like to give my understanding of regional market. Regions are you know every region, every market is actually a regional market even a metro is a region market because regions are made up of cultures and communities and even if metro is a large market, if you are looking at regional market as an understanding of smaller market, so they form different forms of regional market. But in terms of advertising space coming to your questions, what I get to understand is more than 50 percent is being today spent on large markets and the remaining 40 to 50 percent is being spent on smaller markets which can be termed as regional markets. Okay, come to sort of be like operating out of Bhopal market and you know, so what is have you seen the what have you seen as a trend is the market spend of the market years at the spend of the spend has grown in your market in the sense like you know in the last three year trend what you have seen like you know whether you have you have more market years have come like a more number of market year more in terms of spend. So what is your experience? Like we have come up in the regional market from the last one and a half year. Okay. What we have seen that if you give quality and if you give them services like the way they want, they we get like a higher market spends for rather if you compare indoor to Bhopal we are getting higher spend when Bhopal compared to indoor. So this is what services you offer and the way you offer and the quality offer is I think the regional markets are picking up very fast and they are going to like rule the rules because most of the brands are going towards the regional markets. Okay. So then that brings me to the brand market here in the group. Sunil you are heading media and you are there in Bhodapun before you know you can tell from your experience across category in the sense do you think market is spending more in regional media regional markets currently or do you think there is any significant changes which has happened in the last couple of years like Surbhi has said like now if you provide very very good quality that like the spend is really going to increase do you think that change happening? Before going on to the spend what you picked up I think firstly I would say I want to say that all of us should give justice to autofo. I think from a client angle print even if the money is saved we should go away from that and we should definitely we should definitely plan for autofoom to quote an example when my my agency for autofoom when I joined logical some eight months back I called them for a brief for annual media strategy most of them in the room were shocked and surprised they're like autofoom ka bhi annual media strategy hot hai I said yes we need to plan for autofoom so we need to budget autofoom from the day one we did not need to move away out from and coming to your point on talking about spends in regional market I would suggest that if you are lying on the other side where you're saying that budgets are limited I would suggest that regional markets autofoom in regional markets will do a tremendous job in terms of spreading the awareness it's cost efficient I think outside digital OH is the only medium which is cost efficient print is really expensive television regional channels we all know how it is expensive so it plays an efficient role there and I think market years which I have worked with and I which I've heard in the industry have started becoming smart and they started moving on to a market disruption kind of activity and this market disruption kind of activity are afforded only into regional market I cannot paste Mumbai or Delhi into the entire city in case I budget I can do it but I think on a long run if you choose wisely in regional market in investments I have seen mind measures and sales both moving on throughout of them itself you are the right clan for the right audience like you know I come from agency so I definitely I think all agency will want you on board in terms of like you know going and talking to that client so coming out of the bunker but Neil said does it make sense like you know have you seen that as you are an agency partner when you go to the clients do you really suggest in that manner because in the outside discussion what I heard most of the media owners says that you know the agency is the place the spoil spot they don't really position us well in terms of they said no measurement nothing and I don't really spend money there so do you believe it is true not really very frankly I'll just I'll say that there are two parts to this question in fact one the best part is every category today is looking inside okay beat FMC GB telecom beat whatever you talk about it and that going beyond this beyond the known markets so that's the best part so there is money one so there's no way that an agency would go and say kid don't spend money there so agency will definitely be part of it yeah the challenges challenges are real challenges are we most most of the time we compare I would say a metro kind of situation to to those markets where in the problem starts coming in yeah because the formats the way the way the media owners operate that's very different the aesthetics of the sites are very different that's where the challenges and that's why we as an agency we try to be more cautious because at the end of the day we are we are looking after that brand so we would not like that brand to be affected going into that market and getting affected so we are very picky about the market that we're going into and how that should be presented so this is the debunker has mentioned couple of challenges in terms of formats in terms of like you know they're more cautious so what are the other set of challenges you face in when you're actually taking an original market when you are trying to do a planning for the original market I think most of our clients what they feel as Neela has mentioned this it's never been a part of the main plan of the media they've been saying it's just a 20 second of the media why should we spend so even if the money is left then probably they would but we strongly believe and as a creative plus media agency we always try to make a balance between what kind of communication should go and obviously we are looking at and we have been in talk with a lot of government authorities to create a PPP model where we don't have to actually beat for it but get a property owner and take care of the long-term so it's not just not going to be advertising advertising but definitely is going to be more or CSR or maybe a long-term investment in terms of that so the challenge is always in the terms of not the size not the location but it's all about the the way the client and the brand behave towards the OH that's the what we feel about okay the brand market is saying that you know he looks at regional market positively but agency guy is thinking that the lot of challenges like Sunit can you just tell me like you know what you have seen from your experience what are the real challenges in the regional market space is it the like Dipangar mentioned about like you know it is about the asset qualities this is mentioned about like you know it is about like you know understanding whether this are right like you know getting more detail data about the site kind of things what are the challenges you have faced see I have two perspectives on this one is from the asset point of view there have been massive improvisation I could say over the last couple of years six to seven years particularly outreach advertising the company that I represent we particularly operate in the northeast region of India and ever since we have started operating in that market that there is a lot of you know kind of professional delivery systems that we have put in place which was missing earlier could be said there were transparency issues there were hygiene issues what Neel and Nishita mentioning more particularly but we are now executing campaigns which are pan India and with the same level of deliveries which has been expected from us and I'm sure Dipangar would vouch for it because we have worked on various campaigns to be campaigns together in the northeast market so one is that so second is so that is not a challenge so that is a perception which is the perception is the challenge second part is I think there is the challenges that of lack of insights also Sanjay I think a lot of brand marketers brand managers media agencies agency representatives have also to go down deep in the market now because most of them actually you know sit in the comfort zone I'm just generalizing I'm not saying anybody particular in the comforts of their headquarters mentioning about you so they you know sit in Delhi Bombay Bangalore headquarters and you know they sit with the agency and then the agency passes on to their regional offices and there are a lot of opportunities in regional markets in terms of new formats that they can offer which a metro market would struggle basically because there are penetration issues there are clutter issues there are other challenges of a metro market or a large market which is an opportunity for a regional market which I see Sanjay I would mention one of the challenge from my end from a brand's angle I think the biggest challenge which we feel from a brand angle is that we pick up a print creative and put it on outdoor at the end of the day we don't think of outdoor campaign when the when the first type of order from first of the campaigns actually utilized we don't shoot for outdoor we shoot for digital campaign we shoot for TV campaign we shoot for key visuals into print but we do not shoot for creators made for outdoor so that you think who's really responsible for that is a brand owner responsible for that the creative agencies responsible for that not the media agencies responsible for that or outdoor owner is responsible for that because someone in the ecosystem would have told the brand guy this is not going to work in outdoor why in the ecosystem nobody complains and it goes through all the way and people see a very bad creative they don't even interested him out of home so as all of us are responsible for the success I think all of us are responsible for the downfall of creative also I'll tell you if we if we start involving so there is a concept which I work in my past previous company which is called one team one brief if we start involving the outer firm guys into the briefing of the campaign in its first stage they are the one who will give you inputs while making the brand creative I think if you start doing that as a step one I think there are experts in this industry which are not utilized as of now we need to involve them well in advance and once that is covered and we know we don't know out of home campaign I think this solution is we can't creep the brand name and I I think it's together we are responsible for it okay this my question to the audience all the out of home agency guys sitting here how many of you really come go back to the client saying that this not a good creative it's not really going to work sure okay so my question to is yeah see this is what all about the perception when we say where the challenge the perception and secondly when a media plan happens you get the call if you want to do some activity north is there's a regional manager who said oh no this plan is not want to work I know the vendor I'll get you so people think the way the scientifically television radio or the print has been planned it is not my regional manager area manager even sales executive also plan it because they know the location very well they know the traffic very well you don't know you guys sitting in a Mumbai Delhi and Calcutta you don't know about the market so probably this is a last priority for them they don't really care about it I'll come to survey you are actually the the asset owner over there so all the challenges people talked about one is like you know aesthetics perception insight then you know creative so how you actually like you know you discuss outside like you know even technology so what are the things when one and a half years back you decide your company decide to come into this space how you tackle that you know and how you got a number one perception in your market it's a Bhopal market first of all I would like to say that when we came into this field we came up with very good media that is like the first LED in outdoors so whenever we go for wave we ask the person to come for reiki for all this it for all the locations and when they saw in actual they need to come and you might all your side LED black all the all our sides are LED backlit in outdoor so and we are the we have whenever we improve the asset quality that's the first point for the asset quality what is the structure of the of the media such it doesn't look it doesn't look tattered it looks like a piece of the advertisement as such so that they become the part of the brand the second improved the structure yes yes it doesn't because we have got the structural stability report for report for that so that whenever the media owners come to us we just tell them we you are going for the best media in town so always we get most of the ad campaigns will go ever lands in Bhopal whoever sees our media who they get they get to us and we give book them so this is easier for us to because we get to give them quality so what about measurement had you added anything on measurement to yes we are working out we are working out we are working out on that we have come up with a plan which measures the actual traffic on road where you can measure the number of vehicles on road then then we can give you like a handle for which you can have we are creating an app for that also you can count the traffic on the road you can count all the cars or the even bikes even trucks with the sizes so that will be like a real real-time data which you which anybody traffic pound of the site yes anybody can access and it also gives you data in packets whichever you choose like like 15 minutes 30 minutes one day or one month so that you can choose your campaign time at that time period it will be easier for the campaigners to go ahead for that time or for those locations okay so up to you like you know you change you change the perception having better quality assets in place so like you know you said people saw that you know then come to you but really are you charging higher higher rate from the agency has still not given you higher rate we are not charging any higher but we are charging at par to the whatever is whatever is there whatever we're actually you know the market rates you are actually charging we are not charging any much higher than that so you're not making you're making not not making losses in that so you're saying at the same rate asset quality can be improved but nobody can be improved because they because there has been I think no almost no investment on the on the media owners part to change the perception of the media as such which I think has become very shabby in regional markets but have you added other assets because most of the smaller markets are like you know the markets we are talking about is mostly hoardings are bosselters have you added other like you know assets classes over there in Bhopal or like you know you're still operating on these two asset classes this one also because we are we will be foreign into other assets very soon like within six months and there also will be having more better quality like we are whatever we portray will be the best in industry okay so Dipanga coming back to you like do you think asset classes availability of better asset classes or digital OH will make a difference in the perception of client and major ability and other indices which were talked about towards regional like clients perception towards regional market because whenever we go we say very bad quality our memory is very bad quality and memory of no other advertiser of my category you know I'll maximum I'll see some sorry owner sorry shop owner or agility sub is advertising I think okay this is not the market for me to really come back when I was in the client side to come back and really advertise in there do you think asset classes availability of asset classes will make a difference definitely it's going to make a difference see the important thing is as I said client is ready to spend but you know the times have changed I mean when you were there and what are the difference when ITC if I recall the ITC good old days of ITC to back was spent the client used to invest a lot of money in this medium today the table has turned and today the the advertiser wants the media owner to spend and make a call out that yes I have this media so probably what she is doing or their company is doing that is something that that advertiser is looking at yes I have already made media yes I've created a world-class stuff come to me and the advertisers ready to spend so I think yes that is going to make a lot of difference me what do you think what are the other asset classes potential in smaller town original markets like as a brand marketer which are the other asset classes you'd like to see because most of the places in a smaller town we only see hoardings in the bus shelter there's the only two things which are available so with the smart cities coming in another other things coming in what do you think what is really available in metro and top number one cities if that gets available in the smaller towns probably like marketers will change their views and you know I think more or less outside the billboards in the bus shelters which are doing justice in the regional market I think in metros we have done good amount of investment into creating assets at railway stations and a lot of bus stops and other things I think in regional market it becomes really important to create a 360 medium communication to the consumer either while installing into a train and you can do announcements into train which would be out of home plus XYZ announcement together I think that's that's what is missing I think digitization in regional market is also important from a perspective because if you do a simple digital out-of-home kind of a campaign into a metro no one is bothered to even look at it but if you do the same thing into a regional market at a tier two and tier three at the same cost I think you create a lot of eyeballs you create a lot of talk to talkability around it I think that's where I think you need to invest more into assets and we need to move out from billboards and how do you solve the electricity challenge in the smaller towns because once you do digital that requires more electricity that backlit things is doing unless you have got a permanent like you know contract or a separate deal with the electricity board you'll not get the electricity I don't think so from Vodafone or a L'Oreal perspective I experience of mine I've gone into those level of the tier three, tier four areas where electricity issues have been really not but backlits have been really worked from a Vodafone perspective I think out of home for at the POS is really important from that particular I don't think so I'm the right guy to answer from the electricity issue I think there are experts here who would definitely answer. I'll come to Suneet because you are operating in North East which is really really a classical case where we get little of government support so what are the other things like you know per digital OH I think you know government rules also need to change a lot in terms of making DOH available in the thing so what are the things you think government should do differently to support this sector at least in smaller towns. See I think DWH is still a far cry nationally and metro markets as well so regional markets we can still talk about it in possibly the next session of this conference but in terms of you know the other initiatives that the government has already taken and even the private players like us have initiated over the past couple of years in markets like North East is we have undertaken a lot of BOT projects a lot of PPP projects with the government wherein we have been setting up modern traffic signal systems we have been setting up now photo bridges so there are escalator photo bridges which are happening in Guwahati so I mean that that is again a matter of perception that you know people do not know or people send to tend to assume that you know markets like North East possibly or other smaller regional markets would have typical 2010s and hoardings and bus shelters only but we have escalator foot bridges we have mall facades we have airport which is you know amongst the top 12 in the country today we have almost all formats I mean Unipoles and everything yeah so that this is that brings me to the next question I think airport is a very good example we have got 300 airports and if you look at most of the airport creative except about like top five or six airport if you go there you know the quality really drops drastically the quality of assets are poor the quality of advertising is poor quality of clients available over there is poor but there are poor so again if you look at traffic count traffic count has increased drastically as you're saying in Guwahati or like you know taken any small city any time you go the airport is completely full both outside and inside so why is not change happening in airport which is the control medium which is like you know you can improve the quality why the change is not happening in the airport space I think the airport scenario which we're talking about is now two years old now if you look at the way the government and the department is taking care of all the refurbishing all the airports are happening there's a new bidding is also going to happen there are going to be premiums going to be charged from the bidder and also of course it will impact on the advertisers as well so I believe the things are changing even I have been traveling to the small towns maybe cities maybe in Chattisgarh, Madhya Pradesh and Orissa look at the airport is as equal as Mumbai and Delhi so looking at their standard may not be a huge footfalls and traffic are going on but things are really changing so airport I don't see the problem the challenge is always the small town where the shabby nature of the property which is available and there's no fixed rate card so anybody can go buy pick up and your media plan can be always questioned by the guy who doesn't know anything about the media plan it's a demand and supply issue I think a lot of a lot of client and people do not demand airport branding at across the regional markets and hence I think the government and the media set owners are not investing much around it I think the demand increases the supply should improve and I think assets should change around that I think the bunker is the right stays like you know you're a right-size me like you know out of form agency to say so how many clients really actually asked for a OH planning for regional market or like you know how many you have to push what is the percentage of clients very difficult question in fact we are planning for this for all our almost all our clients are going into this region market I mean if I just give you an example of idea being one of our clients in MPCG circle then 210 tons so it's one brand Telecom is a category it is there you know FMCG as a category understand but there are multiple categories which probably are not going so when you when I segregate the market as per the categories there are some categories which is definitely are prone to like you know from a childhood we are seeing that those brands are there like you know FMCG obviously has to be there so what are the new categories which can go but they have not really gone from your experience that's what I was asking not really I mean e-commerce is taking its own beating so automobile probably yeah I think automobile could be okay otherwise most of the clients that you work it are going to I want to add to that I think you know the sheer pause that debunker took to us respond to this justifies the question and the answer that not many clients are actually going to regional market regional specific campaigns there are no clients trust me on this yeah very very few cases that you know industry members would hear would you know actually cite examples that you know we did this I would cite one for reference here so this was around 2014 you know there is a large FMCG major who has a personal Caroline so we did a fantastic regional campaign for them with Rajeev being present here we did a fantastic campaign with them in a Sam so that was a regional campaign for a national brand so I think if Sanjay you are looking at a answer like this that you know there are pan India campaign see where you know regional markets are also part of the panic so you know if L'Oreal is doing a campaign and you know so there are you know eight metros and 20 towns and 30 villages and all that so that's a pan India campaign there's no regional right but then like I said regional markets are made up of region which are made up of communities and culture right so unless as brand managers brand owners media agencies we understand the culture of that region we cannot reach out and engage with those customers and we need to understand that and that's how I mean that's the insight through which we can create regional campaigns and there's another example that I would give in fact last pujo in Calcutta Durga puja is big in Calcutta and Bengal so pantaloons did this alpana on on the road yeah and that was a campaign that the entire country was talking about it went viral on the social everybody was talking about so there was a you know great cultural context in which the campaign was built Calcutta although being a metro market but there was a regional flavor to it so that's I think the understanding of regional market and creating regional campaigns that's what we need to look into I strongly that's a very good point I think you are giving that example of Samsung like you know where they have to pull out the campaign because they have no can you just give that example to the audience like not so that you know what he said and you're putting me a jail you're putting me in jail tomorrow if I had to pitch those guys will throw me out from there the door so that's what Twitter trending there's a campaign again I will not name the brand you have already spelled out so the brand has a candidate did the campaign all India and is specifically talking about thank you for taking our business to x y crore thousand crores number one or something like that and Western India contributes to maximum number of their venue to their business and it was found there's nobody and there was a there was a icons from each of the regions if the Bengalis of the the Bengali man and women it is south so the south has been in wife or so and so forth but when it comes to the western western India there is no representation from a for a Maharashtra culture there's no lady in Navaris Ari which they via all the gentlemen who is of the topi and whatever so there was a there was a tweet which is going on I'm talking the last year and say that we are the biggest contributor to your business but you have not represent my representation was not there and that was a huge trending and after that they had to pull it out from the newspaper television and I think that's that's something that we have learned long back which is one size cannot fit all and we have to look at regional markets in in pocket no I want him to say my worries when that reaches the bill board that means it has gone through four levels it has gone through client get us gone through the creative agency it has gone through the media agency it has gone through the out-of-home owner so why four of them they need like you know for a Samsung brand I'm I'm I'm understanding they will have all good agencies throughout you know including the brand team so that's my bigger worry I think somewhere my my my perception or like you know my like belief is that somewhere you know we just think okay creative has come we have to execute we don't put our mind or we don't raise our hands saying that okay something can be changed or something can be made different because if you are all intelligent people if you have put our mind I don't think that will ever reach the billboard level and you know people not noticing it so nil it brings me to my last question and so what do you think can be done for the regional market to really taken in the plan for the most of the brand market here beat is it technology will make a difference is it like major ability will make a difference it'll really having the better quality signages will make a difference or it's a perception change from the client side will make a difference I think multiple things outside whatever you said I think one thing which we as a brand have realized that you need to start treating regional creatives in regional languages I mean I you don't put the English creative into a newspaper in the newspaper you don't put the English ad on a regional TV channel in fact there's a learning enough case studies that regional creatives on digital are going best performance I think we need to start picking up languages also into regional and being more relatable to the audience who are we talking to secondly I think I mentioned earlier also about is that market disruption activity we need to start focusing on I think if you're limited budgets be present for three months change your creative after the month or month or so and ensure always on kind of a out-of-home approach from a media planning perspective which definitely moves mind measures and even sales to that extent sir we want to add anything I would like to say that reliability is another big factor because most of the media owners from regional sectors are not reliable as such including including us because I have what I have observed that they are not giving that kind of quality and they're not giving that kind of you know reliability factor is a big factor because most of the whatever campaigners think that okay I have put up this ad next it won't be there most of the perception is like that we need to change the perception we need to be stand is standing stiff out there yes we are there and we'll be there for you we don't need to move out from that place so I think with reliability is another big factor so that we most of the regional market is like that like it's not very focused it's not in a single manner so we need to put up more like that the pangreni last word from agency side in terms of how to build reliability or how to really bring that language creative and that combination one thing that comes to your mind is that this being so fragmented the ownership being so fragmented because of which is learning of the metro doesn't go down so much below in the lower down the popster so if they're there are media owners who are in the metros and they are expanding and they they're putting that kind of money in those kind of towns I think a lot of learning would flow on because there's a huge disconnect between the media owners there and the media owners in the metro so that learning is somewhere not flowing in okay so we've got few minutes there any any question to the plan panel at the moment so this any question to the panel this is for everyone I mean more of the metric side so this debate about having the right metric in OH has not settled what is the next phase I mean where do we see that equation coming to on the metric side I mean how would you say a couple of years down the line I mean where would we be any one of you who's want to take them shall I make an attempt yeah I don't know I mean we have always spoken about metrics and measurement across all conferences that I've personally been part 2 and all the discussions that we ever get into this but I like we discussed a little while back you know we are actually some of us are waiting for a third party of an outsider or maybe somebody from inside who create an independent you know measurement system like like the way we have to embark ABC IRS all of those so something you know an independent unit has to be created an independent body and that should start getting into measurement of sites and metrics I think that is something that will possibly solve the problem but I don't what we are possibly waiting for so we thought we'll not discuss and measurement because that itself is a big topic so thank you for bringing that up any other question okay this is generally for the panel and for the anchor pardon if I sound a little outdated having moved from the industry to the academics I may be I find the platform that we are discussing for outdoor or OH was let's say airports railway stations maybe bus shelters I want to know the relevance of couple things that we have done in the industry like in a World Cup we had taken a car out you know for the during the drinks break and all that I have even what about the balloon part now having we have tried that putting up in the Haji early during a launch we found that that was very impactful and it's sort of a valid is what the previous speaker had said about the visual impact but what about boards behind autos and buses I have found that very useful what about stepney covers and scooters they are very informative and very relevant what about Peter booking putting stickers in the cars using radio taxes as a source of your information are these relevant today or wall paintings are rule marketing areas or the rule areas you know painting boards in the rivers it could you Varanasi Calcutta and all that are these relevant today or do you tend to use it in your marketing and branding Sunit can you answer this because you are not this is like no microcosm of all the states I mean see I get your question very well I think you know these are some of these are relevant today most of these are relevant today except for the scooter tire stepney branding because not is there no scooters that's right yeah exactly so we have moved to scooters now and I think others are still relevant today for local or regional players we do not see large national brands advertising through these mediums because one is lack of awareness second is you know they do not want to get into the hassles of the execution what will happen and nobody wants to take a chance basically I think execution quality is a question mark in most of the things are genius who is there yes that's why these are not being used permissionals another issue so local brands are engaging with these mediums still yeah that's how it should be because it was regional markets I thought correct it should have that like your puja example was a very good example yeah that matter thank you any any other question thank you so much thanks the thanks all the panelists for your time and discussions I request you to please stay on stage I thank all the panel members for this interesting session and I request you to please stay back I now invite Mr. Atul Srivastav executive director and CEO Lakshya media group to please come on stage and give the token of appreciation to all our lovely panelists and let's have a huge round of applause everybody I'm sure we agree that it was very insightful and I think it's going to get even more interesting as the day progresses thank you so much ladies and gentlemen