 Great, right? This is session post lunch and the energy is down. I can see that Let's get this going that the this topic is extremely exciting and very close to me Okay, but when when people reached out to me and said let's talk about TV. I said, you know Yes, we can talk about TV. We can talk about TV first We can talk about a lot of what is happening But I think what we also need to do is talk about what we're not doing right and that's what my session is My session is going to be more about what is it that we can do what other people are doing and maybe we need to learn from them Maybe the stuff that Indian advertising is doing is not enough, right? And that's why most of my or in fact all my examples are not going to be from India They're going to be from interaction market and some very cool ones. So let me quickly jump into it. Next slide, please Oh, right. I'll tell you this a little more. You'll realize why I'm not saying hi and hello But something else right go next please So this is the state of Indian advertising It's a vast sea. It's a sea of sameness. We get we see 20 second or 30 second ads They all tend to look similar. They will all have a story a twist in the tail one funny dialogue And that's where we are and very good. It's working for us. That's fantastic Right, however, if you really want to make the most of this medium, which is so nice So cool, we need to do something else, right? Otherwise we can get lost in the sea So we have two options either we get lost in the sea add more of 30 seconds 40 seconds out there and Continue the storytelling or every once in a while. We can we can be a slightly differently in the sea which is next please Which is we can be a pirate You know what I mean by that what I mean is you can really go out there and challenge the storm Right, we can go out there and take over things do things very differently unexpectedly attack things, right? And and that's what we are not doing. We're really happy doing those 30 seconds But you're not really pushing the boundaries and what pirates really do is they push the boundary. Why do they do that? It just go next please, right? Oh, I'm sorry Yeah So this is what they do right they put the flag on TV and own it That's what a pirate would do and that's what we need to do We need to own TV and on TV like like not a commercial break would own on TV like content would own right like shows would own, right? So he's going back now Super right these are pirates and that's what we can be we really can be if we really not follow the rules because that's what pirates do They don't follow the rules. They don't restrict themselves to a 30-second or or a protagonist story or a product window Right, they really go and break out there and that's what I would urge each and every one of you all to do Because when you do that is when we will really become cool, right? That's what cool pirates are, right? They do not wait for a commercial break They do not wait that you know my turn will come and then I will put on my hand and talk like a Like a commercial break or a brand would do they really go out there and steal the show And when I mean steal the show, they don't only be restricted to those second They actually come and take over the show itself sometimes be part of the show itself, right? And there's a really nice example. I'll quickly play this and we can talk more about it. I I Thank you Tonight I'll be eating a cheesy garlic bread and a napolitan ice cream sundae Cheers, man What you just experienced is a small taste of how we hijacked the broadcast of a live sport event watched by over 13 million people Presenting the Uber Eats Australian open ambush The idea was simple make everyone believe they were returning to the tennis broadcast only to have it suddenly become a dinner order for Uber Eats The execution however wasn't simple at all. The broadcast had to be duplicated down to every detail So we use the real broadcast crew cameras officials and commentators We shot players in their real match uniforms and even deliberately showed all the other sponsors We then had to combine all our films with real event graphics and crowd shots from the tournament But still that wasn't enough each spots media placement also had to be perfect I stood the end of an outbreak during the players match Dollars not happy Tonight I'll be eating gluten-free dumplings with sesame brown toast fantastic dinner valetian Our integration into the tennis of 14 different films proved so seamless Viewers began to wonder if at any time a game would suddenly become an Uber Eats ad Of course it took over the entire thing right, sorry So they took over the entire show right every time the match would start people would wonder Is it an Uber Eats ad or is the match beginning right? Any other the way of doing it would be you know getting these big stars Holding their pack shots standing and talking about how this product is really really good They went all out They challenged the norm and this is what they got right something that People are still talking about it even after years of work has been done People are talking about in another country altogether Right and that's what pirates can do if they challenge if you if you really go out there and break the norms and not Take yourself to to a to a commercial break The other thing that they do is they do not back back for attention right They do not say oh look at me right they don't do that. What they do is they do this They hijack right they just take over You they're not asking you to look at them You can't help but look at them right and that's what another brand has done We'll quickly see this example and talk more Could you please please Burger King quit messing with my mind quit messing with my motion You're watching a 15 second Burger King ad which is unfortunately not enough time to explain all the fresh ingredients in the Whopper sandwich But I got an idea Okay, go go. What is the Whopper Burger? According to wikipedia the Whopper is a burger consisting of a flame grilled quarter pound beef patty sesame seed bun mayonnaise lettuce tomato pickles ketchup and flinched onion the problem is the definitions are coming from the Whopper's Wikipedia page people trolled the absolute hell out of Burger King by constantly changing what wikipedia said patting me with 100 medium sized child And after a few back and forth entries Burger King eventually restored the original content Google says it may change is to stop its devices from responding Oh, it did work did work But Burger King This we all know how it goes right but fantastic. They hacked into google They act into google home. They got out of their television Which is what we are all spying to be they got out of them got into people's home and started talking to them, right? That's the way to do it That's an opportunity that we have with the medium because the medium is there in every person's house is right there They're engaging with it. Can we come out of the television and talk to them? Can we do something with their surrounding? There is opportunity and this brand has already done it right and there are many more of these opportunities Which are out there for us to explore the next example comes from this whole thinking of they do not wait for a brief Right, generally what happens is marketeers will think of a brief. They'll go to the creative guys They'll think of an idea mostly it'll start with film opens on and then you know we'll go further right But sometimes you don't really need to do that Especially with something as dynamic as television you can do so much more and that's what these guys do right They are opportunists A pirate would be an opportunist. They'll wait for something Observe something which is already there in common culture or already on television and hijack it and take over and do something really nice I'll quickly play two examples the first one. I'll rush through in the interest of time and the second one. We'll talk more Please play music for life organized by radio stations studio brussels and the red cross was this year all about drinkable water Every 15 seconds a child dies due to lack of drinkable water Studio brussels wanted to raise money to mend this global problem We started from the insight that every TV host has a glass of water It's so normal that nobody notices it Until we started this gorilla campaign In the belges competition Is that actually something for you as a career because it's a lot of stress to stand on the floor and not act It is indeed It is a it is a it is a different field the new blonde showbiz god staf steigmans Oh The black boy showed up on flounder's best war station aim during three days So such a brilliant insight, right? We've all seen that glass of water kept next to the newsreader always They saw this they saw this as an opportunity and took over got this guy to enter every studio drink that glass of water And made the larger point outside television saying that you know, there is such a big problem Or in africa, can we please help? Disrupting the show itself It's so nice. It's so interesting. It was out there for everyone to see but these guys capitalized on it There's another example quickly. We'll go to This i'm guessing most of you all would have seen but we'll we'll it's worth seeing again Is this a tide or is this another real right? Is this a tide ad? Is this one? Is every ad a tide ad? This is This year tide won the super bowl by doing something that's never been done before Turning every ad into a tide ad. This is how we did it. Yeah, just a typical superbowl carad Right, but it's a tide ad. What it's a tide ad. Look at those clean clothes What else would this be an ad for a razor? No Tide ad so this is make every superbowl ad A tide ad I think it does Within seconds hashtag tide ad began trending soon millions of viewers were suddenly questioning If every single super bowl ad they saw was a tide ad Then we took the idea further. Hello again ladies. Is your man the kind of man who would climb the height? I'm in a tide and further Oh It's a tide ad we even hijacked the live broadcast welcome back to another tide ad It was so big that other brands felt the need to say they were not a tide ad including the competition, but it was too late The internet loved it so much that it immediately became a meme And the media loved it too Tide stole the show they kind of hijacked the entire superbowl. Did you love to talk commercial? I said, baby, what are we watching our clothes with if it's not how we're doing involves? Who's the best at it superbowl? And I'm wearing a white shirt making this Clean clothes in every ad is a tide ad, right? They just took over superbowl They took over every ad out there. There were people who tweeted that is my entire life a tide ad All right So so that's the opportunity we have with television because it reaches every house It goes everywhere, right? And and you can have a have a conversation with everyone at large big Conversation, but we need to push the boundaries. We don't need to be restricted to that box We don't need to think of everything and think from that point of view, right? The minute you take two steps back you can be a pirate to Very simple rule to be a pirate Quit the navy Stop taking yourself so seriously stop getting so straight jacketed thinking that an ad has to be a 30 second It needs to have a story. It needs to have a character needs to have a punchline a product window No, it doesn't need to it really doesn't need to right the minute we stop thinking like that the minute We start looking at this medium and challenging the boundaries We will do stuff which is worth looking at from really far away, right? And that's the reason why I've taken all examples and international examples because I don't believe that we're doing this I'm guilty too. I must be I should be doing this and I'm not doing it as well But please help us do this This is what we need to do We need to push the boundary of this medium and and this can go everywhere This can be the biggest thing which internet cannot be Thank you