 Ladies and gentlemen requesting all of you to please take your seats. We're ready to get started and as you do so I'd like to remind you to please share your views on How do you think brand India is growing globally on the we on wall? Which is in the pre-function area, so please don't forget to share your views and of course sign it for us as well And keep those tweets coming using our Twitter hashtag pitch CMO Well, I'm going to move into our panel discussion for the evening where we are going to discuss Interfacing with the connected customer and first up I'd like to invite on stage our moderator for the panel mr. Vikram Tanna VP head advertising sales and business head of regional clusters discovery communications India and It's time for me to welcome our esteemed panelists on stage mr. Amit Tiwari VP marketing havels Mr. Siddharth Banerjee executive vice president marketing boat upon and mr. Bhaskar Chaudhary director marketing Lenovo Ladies and gentlemen, let's have a huge round of applause for our panel, which is going to be a very interesting one Good evening everyone and a very warm welcome to our session where we'll be discussing How the consumer the digitally empowered consumer today is being worked upon looking at various aspects Challenges opportunities It's my privilege this evening to have a very prestigious set of panel along with me coming in from diverse backgrounds from FMCG to telecom So on and so forth and it's it's really going to be a very interesting evening. I promise to make it very interactive We aren't going to follow the regular format here where you know We are going to talk a lot and then limited time for question answers I would really love the audience to raise their hands in between as the discussion is going on and We will take answers while the discussions are on on specific topics as well Well today, we are living in a age Where the brand definitions has changed the brand definition is largely driven by how customers are giving you reviews Whether they are positive or negative. How are the different experiences panning out? It's really a situation where you know consumer is the king But is miles ahead of where the brand is or what the brand managers want to in this challenging environment There are various aspects of positivity and negativity and it's a complete polar situation If you look at it, how does what is the best form of publicity today? The best form of publicity I would want to put it is in the form of word of mouth We all understand that positive word of mouth travels fantastically well at great speed But the fact of the matter is when word of mouth is negative It travels even faster and if you ask some social media analytics around They'll all agree and come up to you and give a measurement matrix saying it's faster than the speed of light Yes, absolutely. That's true in today's world. And what does it mean for businesses? It's a completely different situation when it comes to tackling such situations Let's take an example of how industries get affected You look at the Bollywood industry or any film industry until some time back they used to Open on weekends and then start working towards saying how do I get maximum footfalls through great marketing? How do I get footfalls through showcasing my biggest star cast which is over there? And then the fact of the matter is if I cut a great trailer, I'll get people coming in Time has changed now with social media gathering so many consumers over there One tweet from the likes of Paranadas or Equalint Or on your WhatsApp groups actually changes the game You may actually lead to a blast at the box office or Completely going down to zero levels almost in such a situation It's going to be very very challenging for brands as well when you start looking out social listening is happening The other extreme is it also opens up a world of opportunities and the oldest case study in this scenario is probably when Gmail entered India and the only internet guy over there was hotmail It was a complete monopoly and this is probably 15 years back But the fact of the matter is with just positive consumer experience on the digital platform at that time They actually could gain and acquire the entire set of customers which were sitting on hotmail zero advertising This positive consumer response With that I would like to kick start the panel discussion now And even before we get into the discussion. I would request the panelists to spend two to three minutes briefly And talking about their consumer experiences how they are Managing conversations in a very very tough environment that digitally and part consumer is actually very vocal Let me start with you. I'm with you know You come from a background where you've managed a lot of brands looked at their digital transformation We've known each other for a long time and you come across as a very very strong advocate for digital transformation What are your learnings in this space and how are you managing the consumer in such a tough environment? Thanks, Vikram. I think if you ask me today I am still a learner and I'm still learning a lot of things day by day because the way the consumer Behavior is changing not only from the digital standpoint, but also the way the different modes have changed today if you see Traditionally two years back and not much of time we used to do a consumer decision journey Let's say by state or by category that we need to look for today within the state We need to draw between a pattern between Chennai is different from rest of TN and similar with other particular It becomes extremely difficult for marketer really to understand and act upon maybe digital non-digital in with all Honesty, and I'll tell you it's still a wave hard task to look because you're learning and you have to Improvise your learning and also get into different tangents. Yes If I see in my previous avatar in my current and all you say we very proud that we have a digital marketing team And we have five people a team. I think that has changed in a big way today You need to have digital factories and you really need when people talk about micro movements These micro movements can only actually get when you have micro specialization of people So in my team and I actually look for digital transformation I have a guy who only look for content and this is not a video content It's only what is the textual content that needs to go for a brand what should be the brand tonality from a content Stint, there's a guy who only look for programmatic and performance because that's the specialization You need to capture and that too by regional markets that you need to you can't have one particular standing Strategy that works. So this is my strategy. I will do geo targeting that will be fine for me to look for So specialization micro specialization for micro moments and getting into vernacular and cutting vernacular within the same state Is what is I am looking and that that's what I think Very interesting horses for courses, isn't it? I'll come to you sit now sit heads Marketing for Vodafone. He's got a very enriching experience in the FMCG sector and said you've worked across markets including The UK and Singapore as well What is your mantra of you know, if I have to put it in a line How do you win the digital audience or how do you influence and win the digital audience? Is there a formula? Can you share that secret formula that you've been practicing? I wish There was a formula, but let me start with Saying a thank you on my own personal behalf to Sanjay for a fabulous fabulous peak into Yeah, and on behalf of the audience and some of you came and spoke to me about how brilliant and eye-opening that was So thank you for a lot of provocations in your talk this evening But if I were to build on some of the thoughts because I resonated deeply with what Sanjay spoke about and if I were to build on Some of my own learnings across CPG and now telecom. I think You know in in the spirit of three P's just to make it into a mantra like you said Maybe I'd like to talk about the three P's in terms of the first being paranoia So when Sanjay spoke about the fact that while your brand might be doing well and the metrics are looking very very good Do you really have a sense on the zoom out perspective of what could be potentially disrupting you not five ten or twenty years down the line? But potentially even in 12 months or a couple of quarters down the line. So the first piece is literally about Me as a business leader me as someone who is responsible for looking at what's happening in the consumer sphere Feeling paranoid and therefore constantly being open to learning going out checking with consumers What's happening? What what are others doing in the field having conversations with people who understand the space etc? So the first P in that sense is about paranoia which leads to inquiry which leads to I think like Amit said continuous learning The second P as it were if there were ever to be a mantra Is about a little bit of peace or a moment of clarity or a moment of calm? Yes, the world has become digital But you know what some of the things some of the fundamentals are still the same basic common sense still applies the power of insights still applies and While of course we talk about very fashionably a fashionably about the D word If we can just kind of take a pause a moment of calm and therefore peace the P of peace and say that Most amount of the disproportionate amount of time and energy needs to be spent back with the same guys who you were spending Many many years ago, which is the customers and the consumers and spending more time with them and mining and uncovering Insights some physically and of course some through social listening mining With the use of advanced analytics and big data So that's really the second P the P of peace in that sense and the third P which I again resonate very strongly because and And and both in my previous avatar at Unilever and now with the Vodafone the P of partnerships And unusual partnerships as Sanjay called it I think is extremely critical to building an ecosystem which can serve to be both a competitive advantage As well as a great source of learning So today, I'm very cognizant of the fact that most of the best ideas are happening somewhere else a Lot of innovation is happening outside of the organization And can I look at harnessing all of that through a couple of structured interventions? So some of us the the bigger advertisers do this thing called content day Vodafone has taken it one step further and we are calling it Contek which is the confluence of content and technology and borrowing from All the people in the world whether it is the boutique agencies whether it is startups whether it is production houses Whether it is these youngsters sitting in tier two towns, but with fantastic stories And so therefore that's the third P which is the power of partnerships. So really these three P's if there were ever a mantra Thanks for sharing those wonderful insights. I really love the P for peace And this era where we're all trying into you know find more peace by doing digital detox Can we have a quick vote over here to see that how many of y'all feel digital detox is important? That helps it also to catch people when people are not online hands up for people who want to go with digital detox at some point of time Well, it's like the hurt mentality I see three hands and then more and more like you know People are really feeling that each other should share the digital detox scenario. So more time for yoga for everyone for sure Coming to you Bhaskar, you know Bhaskar heads marketing for the Lenovo group and he's been instrumental in actually Creating a lot of categories within Lenovo including Smartphone stabs, etc. He's also on the other side been extensively working on the FMCG PC comes from a very strong FMCG background Where Bhaskar I think on Cadbury data mix we've all heard in the industry You had a great dream run breaking all kinds of sales records when you were there in that stint. How do you actually see the? Reaction or the consumer behavior of an individual who is empowered digitally, which is the digital audience Which is a TV viewer and what are the brand strategies that you would go? For each of these are they same as there is overlap. Is it completely different? quickly a bit of from my experience because I come from a FMCG background and we were working Let's say around 2007 2008 where digital was was the brave thing to do was the unique thing to do and Unfortunately, I think over a period of time with a few exceptions. It remains a bit of nice thing to do for bulk of the FMCG industry and I suddenly catapulted into something because I am a Ignorance when it comes to technology. I don't follow technology very strongly when I move to Lenovo Where actually digital or certainly e-commerce became a marketplace? So it was not a nice thing to do. It was something that you had to do to sell your products For example, when I joined within a couple of years a majority of our smartphones majority means more than 50% was getting sold through e-commerce and not through physical stores even now a major almost 20 to 25% of our PCs Actually gets sold through e-commerce and not through physical stores So it was no longer an indulgence or a hobby or a passion that one had to pursue But the urgent amount of adult learning that I had to do once I moved to Lenovo two things that I want to Talk about at least on a consumer change that we see Previously viewers to have this view of the consumer that he starts from it His behavior is like a funnel when he starts his search or when he expresses interest in buying a particular category He looks through a area of brands then he narrows down narrows down further finally He chooses one brand what digital does in a consumer decision journey as Amit was saying is actually you might be and you can Look up and reflect on your behavior when you buy certainly any electronic item because I have studied it a bit And I can speak about it. He actually starts with two or three brands But as a process of research or when he is in the middle of the funnel actually his brand choices expand So it almost becomes like a barrel. It's no longer the conventional funnel So what digital is doing is expanding that part of the consumer decision journey from pre-purchase or from Intention to purchase in a very significant manner now we study it because it as I was saying he conforms a Significant part of our business and what we find is interestingly for India Indian consumers spend a disproportionate time on research as compared to anywhere else in the world So they spend 50% of their pre-purchase time in researching brands And it starts from pre-awareness awareness to Intention to research to final purchase and then post-purchase and word of mouth recommendation after sale service comes after that But research occupies 50% of its time in this whole journey Worldwide the average would be somewhere in the mid 30s What it tells you is one is the innate need to know more about the product certainly when it comes to technology and As Sanjay was talking about it when he was talking about apparel If you go to colleges now the hot guy or the more knowledgeable guy is the one who is the tech geek When we were growing up it was a guy with a fancy bike or the fancy pair of jeans But that's the change which has happened and that's getting reflected in the consumer decision journey in this manner What it means to a marketer to quickly come back is Not get swayed with the second point that Sidhad was making some of the fundamentals remain the same and I'm Talking in a media forum For a media seller. It's very well to talk about media affinity in terms of time spent by consumer In each type of media, but as a marketer media affinity should not immediately lead me to Diving up my money in that sense across media because what we are discovering is while a disproportionate spine Amount of time is being spent on digital actually TV remains far more Far more effective and that's another bane of our times because we mistake measurement for effectiveness digital is something that we measure and Hence we make the mistake that it must be the most effective and we quickly draw this conclusion the TV We can't measure so obviously it's not being as effective, but More and more number of mixed modeling or analytic studies actually telling us the TV remains a far more effective choice in terms of driving Brand up sale or skewing sales than digital does and that's a big learning that is coming For us because to find the role of media in which part of the decision journey is the key thing So at the pre-awareness stage where traditionally marketing has spent the most amount of time and money in terms of spending media dollars TV or some of the mass media still remain the more effective media and actually during the research process when you're looking at Influences when you're looking at reviews when you're looking at fellow customer comments then digital starts playing a playing a bigger role and that's been a that's been a bit of a paradigm change and that I think is What was the slightly subtle part about Mark Richards comments last week when he said that we PNG is cutting down on Digital while he talked about ad fraud etc. etc. I think he also made a comment about effectiveness and I Belong to the same community, but more and more marketers are engineers. I think we are just getting too thrilled By the measurement and the effectiveness part of it and as a result. We are really sacrificing creative creativity at the altar Thank you for those wonderful insights basket I think really the new definition of TV or the full form of TV You know as one of the individuals whom I was interviewing the other day where I was trying to see You know what is his expertise as a television or digital because we wanted to hire somebody who has Who's like the best of both worlds? You know this kid actually came and told me You know don't ask me TV and digital TV is actually total video right be digital be television And that's where the world is moving actually coming to you amit You know you've done some part-breaking campaigns at Hevels. You've been the brainchild of working around a lot of creative stuff and Breaking those norms of what a normal creative would do specifically or how about leggy kind of ad where you've taken different Social causes be it woman empowerment be it religious conversion so on and so much So very very powerful message now once you crack that creative and you want to pull it up in the digital world It's full of challenges. Isn't it because you've got a you've got a brand safety Bucket where you have to land and you just can't go there. So very easy thing to do is buy programmatic But what do you do with that programmatic? You don't know what kind of content is it? So how do you manage campaigns and how does your brand overcome these challenges? Sure before I get into the question we can be asked I just want to make a small point which Bhaskar was mentioning and I completely agree what Sid mentioned Which Bhaskar didn't agree on it, but your principles remains and practices changes your principle of marketing doesn't change Whatever you want to do it and I think I completely agree what said my only difference which I see what Bhaskar's mention is see today the fight is not about TV or mobile or digital today We are in a wage and there is a IDC report which published last week only 72% of the Indian audience do multi-screening together So the fight is not about whether you are digital whether whatever you are doing end of the day You are being consumed or you are being caught by XYZ brand So I think that phenomenon fighting against TV not TV or mobile I think it's still debatable depending upon how we can actually look for coming to the point you mentioned about yes Lot of social grounds have been taken and yes in today's point when we draw as I mentioned my previous question Which you asked me about consumer decision journey is one part of it But you also have to parallely draw consumer digital journey. What is the consumption pattern? What's the content consumption pattern happens across the geographies that you look for taking the example? You talked about Hava Badlegi is a fantastic proposition you talked about in the sms speaking markets The moment you go to regional Hava Badlegi has no connotation at all So you have to coin something which is relevant to those market today if you see most of the brands in the cat We operate on almost 27 categories today and most of the sales come from tier 2 and tier 3 markets where the market potential lies So you have to coin campaigns you have to reach to those There may be a campaign is only device for radio and people are consuming that radio through digital You can actually go those particular mediums and you have to see what is the content that these guys are consuming We have gone to the level of creating not only doing a typical translation Transliteration of a lot of things that can actually make a regional meaning and that can not only run again on digital But also on other platforms to work. So that is what we are trying to consciously Choosing and making those choices so that we don't lose out in terms of just by sitting in Our offices in Delhi and Gurgaon and deciding only that this is what is the consumption pattern that will follow in these regional markets Which is the hardcore of the business for us? Very interesting sit coming on to you You know technology at its forefront is responsible for changing consumer behavior And this kind of helps you to get the brand closer to the consumer as well. However, the fact of the matters I'm sure everybody in the room agrees that while technology helps you understand the consumer better It has to be beyond transactional right building those relationships is very very important and When we start looking at how do you gauge experiences of this consumer who's digitally empowered in that whole environment specifically It's a very very tough category telecom when I look at it. How do you manage? Consumer experiences for example, you know, I'm sure there are a lot of people in this room Who would have this common dialogue and I see people in offices or buildings talking about it You know two people are talking to each other and you've got a huge SOV flowing in saying I have my 4g campaign going in The common thing is hey, what's happening? You know, there's a call drop How many people have these normal conversations of saying call drop You guys require a lot of yeah, lots of them lots of them sit there including yourself fantastic very very nice of you to be honest But how do you tackle this challenge as a marketer you are shouting out about 4g? I'm going in as a consumer whether it's you or any other telecom operator. How do you do this? It's the toughest environment for anybody in the entire category So firstly, thank you for signifying. Thank you for sympathizing with the with the hot job that I kind of sit with Nice nice of you to do that. I think the hallmark of hallmark of any brand in any category is authenticity, okay, and consumers love and respect authenticity at Ultimately, what is a brand? It's it's a human relationship and just like in human relationships We respect authenticity. We value authenticity. The same is true for brand relationships as well So that's the first point the other point that you made about telecom Is that whether it's Vodafone or any of our competing brands telecom is an example of an intense category? So in my previous after you would use a soap or a soup a certain number of times in a month Or in a week depending upon a personal care category versus a home care category Mobile telephony is an intense category because it's 24 7365 Yeah, and you do expect a level of performance to be consistent every time all the time 365 24 7 now therefore the intent of a market here remains that We want to offer the experience Which of course consumers value which of course we build on what we can deliver So if we are rolling out 4g services across the country, of course We will talk about 4g services because that's the need of what consumers want They want faster data speeds faster downloads so on and so forth and at the same time We will be improving our services. We will be continuously improving our Like you said Connectivity etc while keeping very close track on the metrics. I Think if we get it right 99.5% or whatever is the metric as reported by Some of the regulatory bodies on a monthly basis if we get it right most of the time and We have the humility and that is literally the bedrock of the happy-to-help philosophy That Vodafone has for many many years if we have the humility to say okay We could not kind of satisfy and live up to you the customer expectation at a certain piece of point in time and try and solve for that Then I think consumers love us for that. So I have an interesting anecdote About a certain piece of communication which was made much much before my time But I'm sure people in the room identify with the pug Communication that we have which was basically this cute little dog following a little boy everywhere Across Goa and this was many many years ago But I'm sure if I were to take a you know Pole of hands people would remember it and the promise was the network that follows Yeah, and if you were to reflect back on that piece of communication There is a certain time that the pug is climbing the steps and the pug slips a little bit And then the pug climbs back Consumers decoded it when we went and met consumers in in normal emotions that we have consumers decoded it as Saying ha apka network be kabi kabi giri jata hai jasai apka pug thoda slip ka jata hai, but he can Basically, apame acha service itto Wo galti maaf. So as long as you are authentic as long as you are living up to your Standards which consumers love you for you are more likely than not to get it right So I think the bedrock is authenticity. It is about recognizing if there is a problem Are you solving for it? So every time we could put up some great communication and border phone has had a History of fabulous communication over the years Every time we put up some great new ad some of the contents some of the comments that will regularly come on social media Platforms ki yeh sab toh thik hai, lekin apame network kya kya kya raha hai. Of course, we are investing time effort money Because that's really the day job of the company to provide better connectivity layer to our consumers, but We try and live up to that promise on a daily basis But that's the challenge of running an intense brand Absolutely tough job, but I think you make it sound very very simple keep it simple is probably a mantra Coming on to you Bhaskar You know we you kind of mentioned that your brand is very very active on e-commerce And that makes it very very important for you to kind of say that okay The entire sales cycle the entire Ida model kind of works on the digital platform Which means you have your customers exploring comparing prices features Shopping and completing the transaction there which is very very important for you as a marketer to say that Should I continuously develop social listening tools for me to enable how the consumer is moving across stages? And then you you've been doing this campaign I've been following it personally the Lenovo service life for a while Which is extremely challenging because you are going to the battleground like social media is a huge battleground because you have To be ready for all positive and negative communication coming live and you guys have gone straight to the battlefield and got a few guys like gamers Etc which I have a good following talking to your consumers But at the same time senior management going live and facing the heat including yourself for half an hour How was it can you share your experiences with us? Services life goes back to the point that I was making and I I don't think I explained it very well Which is to say that we have to understand the role of media at which stage of the Journey that the consumer is and apply the role of media their role media is a dependent variable media We shouldn't start treating it as an independent variable like we are looking at digital nowadays Now when we come to services again going back to the role of media I don't know how many of you would agree, but the best media for services reputation Leave alone at a level on everything else is word of mouth and the authenticity of a service reputation is actually delivered far Better on a word of mouth basis than through any other different types of media as it so happens in today's time That word of mouth is communicated most vociferously and most honestly maybe sometimes too acid Acidly on social media and therefore the call that we took because we made There was a time that we were really languishing on our service reputation and we made huge changes But we said that if we have to communicate it rather than look at any other media Let's get into where the Conversation is the warmest or the hottest and then talk about it if we really believe that we've made a change and let Us or the leadership team of the company face people on a live basis Because it's as bad as it can get because in social media and I think all of you are there on Twitter Etc people don't hold back any punches if at all they wear knuckle dusters when they come on to social media So let's put it up and in a restaurant analogy Let's open the doors of the kitchen and let people see what's behind the doors and let them comment as to what we are doing Therefore we tried to do that on services like we got our fair share of big bats, but I think it made us far more honest The if you look at it from a net promoter's core sense We actually got more love than hatred even during the campaign days I think it's a great way of communicating if you really believe that your services improved on the Worst place to actually talk about service because most brands actually shy away from talking about service or take away the comments Elsewhere when you go on to social and complain about it I think we are running a little bit short on time one last question from my end to amit. Sorry Yeah Can somebody help him with the mic, please? Hi, if you can just quickly introduce yourself Krishna I am the vice president for the Hindu group Surprisingly we are a print media sponsoring a digital panel discussion. So it shows we also believe in digital media a lot I just wanted to ask you on this word of mouth Which which is the probably biggest, you know Brand endorsement that can happen. But in the digital scenario, you know Where is the ethics given the fact that word of mouth is so easily bought and actually traded, you know with such ease Where is the brand see and how is that pollution happen? And how does one, you know given the fact, you know as some of you started by saying Bhaskar yourself that you don't understand technology at a mass part of the audiences that you're dealing with Really don't understand technology and how the web and the internet can massage, you know communication to make it look like Actually, it's fact. How does this this, you know, ethics of the word of mouth be handled by all of you So Bhaskar, you want to direct it to any Yeah, because he spoke about word of mouth being being Yeah, sure I think Honestly speaking, the the scenario is is a bit grim and you see what Facebook is attempting to do by killing off newsfeeds What Twitter has attempted to do in the wake of certain political campaigns is trying to clean it up As a consumer, I still believe what my friends family and people I'm connected with one degree of separation far higher than what I'm Receiving on second degree and third degree. That's one point and one encouraging signal for us The second thing that you're doing is how you're seeing increasingly in the West is this whole influencer celebrity culture is also diminishing So people who use to post things on Instagram etc taking anywhere between hundreds to millions of dollars for a single post Nima actually takes take something in six figures for each of each post of his is also getting diminished So I think authenticity like Sid said will come back to the forefront if you're just trying to be a trick pony for a particular brand And certainly in the case of word of mouth when it comes to service reputation I would be far more liable to believe somebody who has experienced it and who is in my immediate circle than any celebrity talking about it So I think that's that's still heartening and comforting for us Thanks Bhaskar any more questions if you can put raise your hands Yeah, you can just pass the mic to that gentleman there You could quickly introduce yourself before shooting the question and whom do you want to address the question to please My name is Preetam, question for Amit. I know that you have multiple brands across sectors So how do you handle this different multiple brands when you talk to the customers on digital and also at trade level Okay, so we have one master brand strategy which is havels as a master brand strategy Then we have three power brands which is Lloyd standard and Crabtree And the audience are very different across all the market the geographies and also the products that we actually offer So for example, if I'm actually offering let's say a very premium high-end automation which is only in the portfolio of Crabtree Which is not in the portfolio of a normal havel switch which I actually make So for a normal havel switch which is a 20 rupees product whereas an automation product which is a 30,000 product The audiences changes and also the profile of the customer I'm targeting geography wise as also the market wise it actually changes Any other questions please raise your hands Okay one question for my end before we kind of do it and direct it to any one of you guys You know there is this whole hype in the market at some time we've actually seen a lot of pure brand pressure Saying I'm on digital how much do you spend right? How many of y'all would want to put your hands up saying this is the truth? Is there pure brand pressure saying how much are you spending on digital and you should increase your spend? Yes or no? Hands up for no? Only a few hands up for no? The rest of them are playing with their better half which is the mobile everybody is connected right now So specifically you know in this age when we are talking about how technology is moving How brand pressure is probably there not there for individuals There is this whole new hype coming up now which is talking about AI, AR, VR As Market Viewers Amit coming to you and then would love your views Sid and Bhaskar as well briefly We've got three four minutes left How do you see this coming up? Is there any pressure right now to get into this? Are you guys doing generally do it for the classes, masses? How do you look at it as a brand? Vikram I don't see there's a pressure today which talks about that you really need to spend I think everybody is smart enough to understand what you're doing for pressure What you're actually doing because digital not something which is very very very less in terms of investment that you look for But if you see the reality today and one of these surveys I was just laying my hand some time back In 2018 we're just sitting in this year 25% of your content is written by bots The amount of investment that companies are doing to actually have an interface with bots It itself says that yes there's an investment that is required Do you really want to bombard your investment and I'm showing this is what the clicks and this is what the CTRs want to acquire I think the days have gone for it You have to be more than smart you have to be affinated to your particular audiences Whether it is actually relevant you need to have those answers if that answers are right I think no medium is irrespective of something that you need to do for a pressure that needs to Sid you've got your campaign saying future is exciting you're inviting the consumers to a whole new digital era And getting them to sample new ways just quickly in the last one minute or so if you could give your views on that one Is it just campaign led or is it beyond the hype in reality? So I think digital is not a constant it's a dynamic investment for us There were two parts of digital that we spoke about one is multi-screening and therefore Consumers seeing us on different screens so certain amount of reach in frequency especially for TV light audiences And that's a function of the dynamics between the screens and their costings and the reach frequency curves that they give us So digital needs to earn its right to play in that sense The second bit on digital is what it enables us to do in terms of hard hitting performance Which is in terms of our offers tariffs recharges etc Very directly attributable to the ultimate revenue objective So it keeps rising we will invest more if it does not we see some plateauing we will not So it's a dynamic variable and not a certain percentage that has pure pressure built in is the short answer The second part of the question is about technology As a technology company I think it is inherent for us first to play a lot with technology Which is why you might have seen Vodafone more in the recent times playing a lot Whether it is with drones and some of our films being shot with that Some of our activations happening with that Or be it the recent augmented reality piece that we did with our pug invading the centre court At the finals of the premier badminton league in Hyderabad where animals were not allowed in the centre court And yet we have a lovable brand icon which is the pug So about 40 million viewers saw on their televisions these lovable pugs invading the centre court at the finals Because we managed it through augmented reality So I think it's a build of our capabilities to express ourselves in a world where consumers see so much of digital magic happening on them Which is not related to the question of budgets but more related to us beefing up our digital muscle And our ability to communicate effectively with consumers in a digital world Thanks, we are running short of time Excuse me, hi Hi, this is just one question please Hi this is Kiran Srivastava from Molecule Communications My question is to Siddharth Siddharth, what if a competitive brand picks up some loopholes and uses that in their campaign What is your reaction to that? Is it solving those loopholes and coming up with new campaigns because digital is really fast? Or would you figure out their loopholes and come up with a competitive campaign? What is your approach at that time? I am ruthlessly focused on my consumer Okay, sorry I didn't get it He says he is focused on what he is doing and doesn't get distracted with anything which people are doing And he is going back to his 3Ps Well said Siddharth I am afraid we are running short of time Thank you so much for joining us for this session Thank you so much panelists for sharing your wonderful insights Thank you very much to our panelists and our moderator I would like to request Mr. P. M. Balakrishna, VP of the Hindu group to kindly join us on stage It was really an illuminating discussion and like I said we are from the print media But having said that I think it is a point well made that in today's world of digital growth None of the brands whether it is anyone of us here can afford to ignore this very important medium And I really liked what he said about paranoia, peace and partnerships I think these are mantras which are media agnostic This is important for all of us as brands But we in the print media I think have started understanding the whole dynamics And truly from the Hindu I can tell you that we have now become a lot more integrated from a media perspective And today when we are obsessed which is why the word of mouth question and the credibility of the word of mouth We are very obsessed with our readers and that is an obsession that we have carried into the digital business also So today we are really innovating from our website and our apps and so on and so forth That's where the brand is going and I see all of us transversing this journey together And with such exciting times ahead I think there is a lot to do So thank you so much for all the views that each one of you gave And I think I am sure from an audience perspective a loud hand for all of them please So from the Hindu we would like to thank each one of you And can I just stop for this? Thank you, I think it was a fantastically moderated session Really you could get the best views out of all of them in such a short time I will just stop I think we have got our best shot, thank you very much once again to our fan list