 Yes and no. I think it swings both ways on the, for the longest time, all this technology stuff is not for us, it's not yet a big thing, et cetera, et cetera, with the kind of conversations that would happen for marketing people. But I think today we've moved past the, hey, it's a fashionable thing to do, to, now it's the mainstream thing too. It is, in fact, I think very soon you'll find the word technology itself disappear. Like we used to call electric kettles and electric starves and electric irons and now we don't call them electric anymore. Similarly, I think the digital and connected and technology, all these words will disappear because we'll accept them as mainstream. Having learned from digital media that it is possible to measure everything right down to the last rupee and it is in theory at least possible to do communication one-to-one to a segment of one, the very possibility that we can see that is possible even if we don't actually do a lot of that yet. It's the El Dorado that we're all aspiring to and that drives us at least to be much sharper with our creative, with our segmentation, even terms of what the personas we create for our target audience, et cetera. So I think we're headed in the right direction. Sure, the downside risk is that the statistics overwhelm and then the creativity is subdued by that but inshallah we'll find a good marriage between the two over time. I would say the other way, right? I think technological innovations are helping you market your products even better because earlier there was difficulty in many times taking a good idea to the customer. Today with all the kind of technologies that are available it becomes much easier for you. So if I take the example of our Nexa showrooms, we've used technology to the hilt whether it is through V or whatever. So we've been able to tell the customer exactly about how my car feels or what it looks like using these technologies. Similarly in terms of training of our sales staff it becomes much easier because of the kind of technology that we have. So I don't think it's a problem, I think it's a boon that we have. They are because at a level what you have to be always conscious is what's the most effective and the most efficient way to reach to your consumers. Any technological disruption means that the way to reaching the consumer is changing as a result of which you have to always be on top of your game as to figuring out what's the most effective and efficient way. There are many factors. What is happening is consumers are getting more and more isolated from a media standpoint. They are not consuming regular forms of media as much as they were consuming say five years back. So the task at hand for all marketers is that what are the newer available sources of media? What's the cost per reach for this media? How can I contextually deliver a message which is much more effective and then compare it with all our traditional forms of media to decide as to what should the path of your brand be? Oh absolutely, in fact it's giving us nightmares because technology is actually redefining the landscape of the industry one is in because you expect brands that were never in the category to come in and disrupt the market and therefore the incumbent brands have to actually keep inventing reinventing every day because you never know who's going to come and disrupt your share in the marketplace. Therefore technology is actually redefining the entire category for a lot of brands. Largely digital marketing in the way consumers are engaging with brands earlier brands were in the driver's seat now consumers are and therefore brands have to be proactive and the only way they can do it is through digital marketing channels. No, here I have a view which is that it is wrong to abdicate the study of data to data scientists alone because what you need to do once you have all the data and you put it all together in some meaningful patterns and regressions and so on after that it takes a deep psychological mindset and skill to be able to read the data and suss out the human insights from the data and that is still only a marketer's job. So I don't think a marketer should be overwhelmed by data in fact the marketer should step back and see what big picture the data is telling and be able to come up with brand ideas, product ideas, service ideas and communication ideas from that. The way forward is to embrace data but embrace it with your heart and not only with your brain. Again I would say the other way around because what's also happened is that the technology behind that and the way you can actually integrate the data is really really good. So we in Maruti Suzuki we've embarked on this CRM 2.0 project where we are integrating all our different databases and through that we are trying to work out the single viewer customer and to me that's what the future is. So in the earlier times it was difficult because the machines weren't there and it was very difficult to actually do a very simple slicing and dicing of data also but today I think it's much easier and the future is frankly how well you can use your databases. I think it's about using these different media solutions that we have to the core. The problem which comes is that with so much of fragmentation and so many opportunities that are coming the creative solutions that are there are becoming hundreds at time because that's where there is still stagnation or there is still limitation. So that's where a little bit of concern is there that how do I make so many creatives to reach so many audiences which is possible today but that also is what the opportunity is. No I don't think so what I feel is that data acts as a good illumination to taking or making your final choices. The more the data if you're clear as to what you're looking for the easier it becomes for you to take decisions which are not largely instinct based but backed by solid hard concrete truth. The way forward for brands remains the same you have to do the key things right which is to create brand love which is to have a purposeful brand which is to create communication that is loved by one and all and if you do these things right also you have to constantly be innovating. If you do all these four things right you can be rest assured that you'll have a brand which is not only doing well today but it will have a recurring impact on on the times to come. Yes and no because data is helping marketers get a bit of strong a foothold on the way consumers interact with their brands and engage with their brands. At the same time there is so much data that the data that is being utilized is not really being used if i may say so and therefore companies in the space of data analytics are actually having a bigger and better role to play in today's context. The two three factors that will really determine how brands stay on as we saw in the presentation brand love is critical and brand love is going to be determined by a lot of factors which will actually help brands stay relevant and staying relevant would include a lot of things that the brands do continuously engage with different consumer segments. India being a young country it's more even demanding from brands that they do a lot more than is required to stay relevant continuously.