 Thank you for inviting me here. So I've been asked to talk about a very difficult topic or a very easy topic, the way you look at it, building emotional appeal through brands and essentially the brief was that is emotional appeal better or is a functional appeal better when you build a brand. And I thought and I was told that, you know, take 10, 15 minutes, not more than that. And I realized that if I actually start to talk about the science of building emotional connect, it will take hours and it can be very boring for us. So you know, one of the things that I've done is I've actually pulled out two examples, my personal examples of brands that I was privileged to have been a part of and share how some of the amazing emotional connects were built on those brands. So you know, first a few facts and I'm sure all the market is in the room and I'm actually told that these are mostly the winners of the IMA awards. So of course, I'm assuming these are the exceptional marketers of India sitting here. So you know, in terms of the numbers, when you talk about emotional versus functional, this is one of the research reports that we came across, which essentially says that emotional advertising is two times more effective than functional advertising. They are very simple, basic statement. It also says that the survey was done across almost 1000 plus companies out of which 31% actually said that, you know, we have seen significant profits happen when we actually went for an emotional conversation with the consumers. And 16% said that we actually saw profits when we went for a functional communication with consumers. And then in the middle you see 26% who said both work. My view is that you actually need a perfect mix of both. And you know, when you're trying to do a pincer attack on a large brand, when you're trying to build up quick salience for an unknown brand, functional communication, of course, works better. But if you're trying to build a very long, sustained consumer love, you have no option but to actually go for emotional messaging. And let me share some very interesting examples with you. I don't know, how many of you have seen communication from Surf Excel? Okay, no one, wow, awesome. And I was worrying that people would have seen it and this would be like, yeah, we know it, you know, add some value to us. So I worked on Surf Excel sometime in 2010, 11, 12 when I was in Unilever. And one funny fact that starting from 2008 to probably 2019, multiple marketing teams have worked on Surf Excel. And with the external world, all of them claim that they are the reason why this amazing campaign was launched. Let me tell you, this was actually a global campaign. And we just did an Indian rendition. And let me just play the film for you before I start to talk about it. Can you play the film, please? So if this communication doesn't bring a smile on your face, there's something seriously wrong with you. Yeah, that's the power of the communication that was launched. And you know, come to think of it if you remove yourself from this communication. This is essentially a laundry powder brand, right? Which is trying to build a consumer connect and consumer love through emotional communication. Let me also tell you the other fact, by the way, an interesting fact. There was another market leader, large brand, I can't name him for obvious reasons, who was spending as much money as Surf Excel was in communication. And they were going hardcore functional. Talking about Ziddi Dag and talking about bringing in all kinds of celebrities. Despite spending equal amount of money as Surf Excel, they had half the share and half the growth rates for the brand. The insight that led to this was very simple. All parents across the world want their kids to become perfect beings. And for that, one of the big requirements is that the kid should imbibe perfect values as a child. And the best way to imbibe values is by doing what this guy did, love for his sister, love for respect for your elders, et cetera, et cetera. And while trying to deliver those values, if you get dirty, don't worry, Surf Excel will take care of it. So Surf Excel is very good, yeah? And when you actually think about it, I think the brand would not have been where it is. If actually someone globally hadn't thought about this campaign. They said, avatars across the world, different countries, different interpretation of values worked equally brilliantly across, continues to work for almost 13, 14 years. Yeah, so I find this one of the super inspirational emotional appeal brands that I've seen in my journey of almost 18, 20 years so far. Next slide, please. Now let me talk about another very interesting brand. I don't know how many of you in this room are ex smokers, current smokers, or have loved ones who are smokers? Raise your hands. So we see some 15% people raising their hands. I can assure you the number actually is 50%, but the rest of them are lying. Yeah, now that's the challenge of this brand. So what this brand is supposed to do is to convince a smoker to quit smoking. How difficult can it get? Number two, on top of it, for a smoker who is willing to quit, this brand then actually has to go and convince this consumer that use me, leverage Nikotex as a brand, as in your quitting journey. So hellish task. Now, we've actually been doing PhD on this brand for the last six, seven years. By the way, many international brands came into the market, struggled, went away. This brand is almost 97 share player in the market. The lone warrior over the last seven years trying to convince smokers to quit. And we feel elated with the fact that we've almost convinced a crore-plus smokers to quit smoking so far in this journey. Now, when we were trying to communicate this brand, now put yourself in the shoes of the marketer who's trying to do it. So there are these functional triggers, barriers that you see and there are these emotional triggers, barriers that you see. So there are these functional triggers or barriers, rather. First would be a consumer will always challenge the efficacy of a product like that. Number two, taste. There are certain substances that need to be used to get a smoker to quit. Doesn't always taste great. Usage, the consumer will always have that complexity and confusion of saying, should I, how do I use this brand, et cetera? On the emotional side, again, you have both figures and barriers. There's a big barrier, quitting belief. If I choose to quit, well, I'll do it myself. I don't need help. Second, on advocacy front, a big trigger. If my friends and family tell me that this is a great brand to use, I would end up doing that. So we played this game over the last six odd years, multiple campaigns, six years, happy family, advocacy, dosage, a myth buster, and we have three functional and two emotional ones. Let me play the, can you play the advocacy one, please? Can you click on that? So let me show you an emotional communication network. There's something wrong with the audio. He's not supposed to be so sad. It's time, man. It works. Yeah, you know, and in this journey, again, we went to the consumers and asked them saying, you know, why are you not buying Nicotex? Why are you not quitting? And one of the things, couple of insights that obviously, you know, came to us. One was, of course, that a smoker believes that you don't understand my world. So, you know, every time you're speaking with me, you are being condescending. The other insight was that they will try, they will fail, they'll try again. So it's okay to fail, let's together be in that journey. And couple of these insights were then weaved into the creative that we will play now, which essentially completely altered the trajectory of the brand, giving us some of the best growth rates that we have seen over the last six, seven years. Let me play that for you. Who will believe that the one who's been drinking cigarettes for ten years will be able to survive without a cigarette? Who will believe that when someone leaves for seven times, they will try again for the eighth time? Who will believe that you can stay away from smoking, you can break the relationship with it? Who will believe that you will be able to stop yourself in such a place in the evening? Who will believe that after all the efforts and thousands of failures? In such a place, when you are alone, just keep a little faith in yourself. Trust is the only way to be free from the habit. It won't happen in just one day, but it will happen in just one day. We believe in you, Nikotix. Yeah, so it won't happen in just one day, but it will happen in just one day. We believe in you, we believe you can. And this again had very, very strong emotional hooks, ended up giving us great returns. In a nutshell, on this brand, at least, you see the journey, two functional communications and three emotional communications and the emotional communications, of course, worked wonders for the brand. So those were the two examples I wanted to share. If you're trying to build brands that last more than your lifetime, if you're trying to build strong modes of brands where as the brand gets bigger, irrespective of who comes around, your brand continues to survive and thrive, if you're trying to build strong modes around your brand, go for emotional hooks and emotional communication. Having said that, at times you do need functional communication as well. So make the most of those. Yeah, that's it from my side. Thank you.