 Hello and good afternoon Well, I won't waste much time because we just have 40 minutes and I wouldn't waste time What you call meriting the water topic is and you can call me Mac because my name is a little longer itself But interestingly I would just give you some examples some instance from my own family It's not so far from what the topic is My mom She's a 75 year old woman Nowadays for the past one year. I've been observing that she is Staying awake tonight. I mean she's a sleep early get up early kind of a person and what she is actually doing is basically Looking at videos of recipes of our embroidery and then a month a patch. He sends me a link She wants to buy some stuff from Amazon some sort of a kit That's one end of it and another end of it is my nephew. Actually, he's a 20-year-old guy just out of college and He we call him the mini junior Valar He's already in invested in stocks. He's learning about futures and the way he's doing that. He's he's basically Learning from a lot of financial creators on YouTube. Can you hear me? Sorry So my nephew basically he's a he's a 20-year-old guy. We call him the mini junior Valar and What he's been doing is learning the art of investing just by watching a lot of these creators on on YouTube He's also into the whole underground culture. He learns rap And another example from from my own family is my niece actually he stays in a very small town called hungover in Karnataka and She's already a big fan. She's a 10-year-old. She's already a big fan of BTS. I mean she sings those songs She puts them as reels out there What I also learned recently, I mean I was just speaking to Michelle and he'll got to learn today that she's also a mommy blogger Okay, I mean she has 15,000 followers So my my first question is actually to Asia. Okay, I mean he saw you at the heart of consumer science Yeah, okay, I mean I mean what is happening in this landscape? Thank you Mac for giving that opening question very excited to be here with the panel I think you already opened up with giving examples from your family, right from the aid spectrum What max spoke about right from his mother to your nephew in terms of how they're consuming content So to the question of yeah, I think it's just that we are living in real life than real life at the moment from what you spoke and Giving a consumer perspective and I'll bring in some numbers Being being from the consumer science side If you talk about the world today We're sitting with consumer creators at a tally of 50 million content creators and For this planet earth with 8 billion humans. That's a big number on content creation itself So that's happening on the creator side and creative or creator economy the way we would want to call it And if you talk about brands I think that it has never been a better time when brands wanted to create communities when brands wanted to create more long-term effect of how they're engaging with the consumers and How much they could sort of push themselves from being undifferentiated commodities to being very differentiated personas, right? So they're this creation happening There's a need for the brands and on the other side the consumer has started believing in purpose Which is what is the brand really standing for? What are you really giving to me from a short-term or a long-term perspective? You are selling this but what are you actually doing because we are opening up to a generation of doers with Gen Z Gen alpha coming our way, right? So I think it's brand consumers and a parallel stream of creation and it just converges like magic There's a need there is the offering and there is consumption. So this is what is happening Which is the complete explosion which is giving rise to a creator economy like never before if that sums it up Thanks for that So That comes to my second question. I mean to you to you all in fact is are the lines blurring between the content creator and The brand ambassador as the face of the brand Could you hear me? I'll put it like this. Is this audible? Yeah Yeah, so I would take it like this. I think there was a time where To add on to what she said right content was only created by a few and then consumed by all We've moved from that to content being consumed by all and then Created by all right. I think that's where we are And just to take an example right now we work with brand ambassadors for our multiple campaigns But today we also have a separate community called pep homies, which is a thousand plus large community of You and I I would put it as you and I because these are people who on Instagram have 5,000 followers maybe 10,000 followers. That's just you and I And why do we have them? I think that's a more important part, right? Why did brands have ambassadors like you asked before is that we wanted reach we wanted trust as in the previous session That was being talked about what these people provide today is if I see my friend Talking about a particular brand and the experience that the brand provides to them There's a lot more believability or there's a lot more association with that content and which is where we started off In this journey with this community right and today what this community does is like I said There are a thousand plus people who post every month, right? And I'm not talking about for a campaign for a particular event thousand plus people posting every month Where the content that they provide and produces a lot more engaging like if I look at the engagement rate Of those content versus sometimes what even the brand produces they provide exceptional content, right? Which is also because it leads to the question who's providing and Making the content, right? We have a lot of people large chunk of these people are 18 to 25 year olds, right? There are moms who are 45 year olds plus right in the community that are working and some of these people are Providing and producing content like never before and providing great engagement. So yes I think the lines are blurred but more importantly the question is Why do we do this and I think it's leading to good results from there Give a little different point of view because I believe it's a panel discussion. So I was used should be okay You know, let's go back to old school When we actually decided or we used to decide to get a brand ambassador. There was a lot of Does the brand stand for? You must gaps that you're addressing and therefore what is the messaging that in the end? if that messaging required Then the celebrity used to come in Provided the celebrity has a fit the fit needs to be in terms of the value in terms of reach Obviously, there were a lot of things and there's a lot of science beyond art Now what I feel is as the lines are blurring Diligence or due diligence as we finance people used to call it used to call it though In an attempt to do something in an attempt to have Influencer marketing strategy as a part of your overall brand arsenal Those due diligence are probably taking a backseat and what I believe is if not checked This might actually prove counterproductive to the brand. Well, yes Content creators and micro but I still believe as an old-school market here that The values that our market here brings to table those values. I think there's some problem with his mic Some time in BPC, I mean such a cluttered category. I mean, it's one of the categories which has one of like largest number of creators I mean, I have handled BPC for six years handling Unilever brands. What's what's your take on this? Since it's a panel discussion I think yeah, but having said that I'd like to kind of marry what both of you said because I think if I have to specifically take the example of what we've been doing So we actually did a huge Repositioning exercise last year. It was 18 years for Kaya and We realized that there was a lot of legacy that the brand holds. It was one of the first to the market It was a visionary brand There was a lot of authenticity in the way the brand has always been built There was always inclusivity as part of the brand tenant But I think the beauty of and I think if I have to borrow from what you said about brands of purpose, right? And that's how the Gen Z and Millennials today They relate to brands that are authentic that are real that are honest where the conversations are extremely real and honest So yeah, if I have to marry it with what you said a bishop There is a lot of effort that goes into like you rightly said, what is the RTB? What is the USP? What does the brand stand for? And we realized that for us the tenets is authenticity and being real being honest And that's where we said we will only work with collaborators who actually Embodied the spirit of inclusivity in their own lives So we actually work only with collaborators or influencers from any sphere of life Who actually behold these tenants and they are friends of Kaya So they are the ones they are clients their friends They are people whom we actually actively Collaborate with the other big one that we have done again borrowing from what you said. We have 100 plus Dermats We have like actual qualified MD doctors within our ecosystem And we realized who better than them to kind of you know create this entire Influencer ecosystem you spoke about you know creating a community It took a lot you know because there are people out there who are willing to put themselves out and you know Like you said your niece is creating reels with BTS and then there are a lot of doctors who are extremely old school And they're like what do you want me to like dance in front of the camera and what are these songs and you know What are you making me do so it took a lot to kind of You know start that journey and that's where we've been at you know to ensure that yes We are beholding the brand's tenants, but the voices are actually real and coming from the community Amit Amit in the FMC FMG segment. I mean Cisco has come up a little long way From what it was it used to be a LED manufacturing company to now you are into cool variables I mean you know to watch as you are into power banks into crew mings I mean how would you see this on in your segment? I mean I Hope I'm audible So I think the moment you hear the brand name Cisco, you know the first thing that comes to your mind is obviously LED lights right because that's what you know The journey was started with around eight to nine years back So I think you know we are talking about content creators, right? So I think for us it completely depends upon which segment you are you know addressing in terms of your marketing programs and I think If you look at you know the little serious categories like LED and wires and fans I think there we are able to bring in the typical brand ambassador and put this in the entire marketing programs and and serve the content to the Audiences right now when you look at the new age categories, which you spoke about like today Cisco is also giving you grooming appliances You know wearables here abels smart home products, etc I think In these categories, I think we have realized that it's not really important for us to invest huge monies in bringing the face to the brand because Ultimately these guys the millennials and the Gen Z's are still discovering, you know, their passion. They're trying to identify themselves So I think There are different mindsets. I think you know these guys bring, you know, so example look at Grooming appliances for example, right? So I Remember, you know, it was about, you know pushing the the the very thought of you know Styling your facial hair, etc. And today it has just become a regular societal norm, you know, and So while it is about, you know People to look good at the same time It is also about people to feel, you know, very hygienic about, you know, what they are up to in life So, you know, when you go to a regular gym Half of the time guys like are working out with huge weights and half the time they are, you know Actually self-admiring themselves in front of the mirror, you know So I think now the terms are like Manscaping, etc, etc are emerging So imagine the mindset that I'm using is not only to look good But also, you know, when you're looking at something which is beyond being looking good, right? My own dad, like I remember he used to scold me ages back, right? If I'm like getting delayed by a week or two for my haircut, he's like And the same man, he's now, you know, donning a pony and I'm like, you know, what kind of double-standard, right? So I think things are changing even in case of, you know, my wearables and hearables I remember like again these Gen Z's and millennials are having various interests, you know, right from I think three four years back It was about using a lot of rappers for my content Today to even fashion because today these Accessories are not only used for functional benefits, but also for their aesthetics My airport look, how it will go, my gym look, how it will go, my office look, how it will go So I think there are various, you know aspects that you need to address You know, when you're looking at a younger audience Now if I start investing huge monies for various kinds of celebrities, I think brand-cuff, it'll be banned So I think I don't want to, you know, sort of face that Thanks, thanks With content creators driving so much of conversation How do you see your strategies evolve or Is this even changing the course of thinking that you're doing and advertising? I mean I mean, I want you to paint a picture from your Your industry perspective Yes, I'll just add to what he said and what couple of them added right with by using an example So for this Diwali when we had to reach out for our Diwali campaign the idea was to Like somebody said earlier some of these other mediums clubbed with the brand ambassador Ends up providing one reach to maybe markets where you are otherwise not present and along with what you are communicating done Right bills trust etc. Right. So the Diwali campaign we actually did the opposite, right, which is What everybody does because you're talking about content on Instagram and other platforms our campaign was actually around Memes from Instagram being taken to outdoor, right? So the format was opposite now when we took memes from mobiles to the outdoor Of course one you've broken the format there, but the idea was how do we now provide reach to that? So we actually had Saif and Karina were our brand ambassadors Enact various meme formats on various outdoors driving the brand messaging, right? So and that led to a lot of eyeballs and hence traffic and whatever else after that, right? So I think both will coexist. It's a question of what he said. It's about What kind of content do I want created with whom and how does it add back value to the brand? Hence you will continue to see both co-existing is how I believe so Yesterday for example a video that we worked with one of our collaborators whom we call pep homies Ended up having two million views, right? And that's a person who has Not as many followers as anybody else. So I see both happening both will coexist It's about how brands marry them both and take their journeys ahead. We for our case We are a furniture brand, but we are also home brand So we have furnishing decor a lot of these things when I work with maybe these pep homies is where they end up showcasing a lot Of the decor we do a lot of furniture options furnishing when I take mainstream I talk a lot furniture, right? So that's how we play its category content a marriage of all of them Some of that you want to take this everything your views on this because you also normally channel brand You have your digital first, but you also have a lot of studios. I mean you have a lot of parlours, right? I mean you're entering the tier two tier three. How do you see this? This this strategy evolving in your ecosystem of your brand So for us also, I think it's very similar. I think I'll echo what you said in terms of Yeah, yeah, you have to because there is there is no other option, right? I don't think there's any option and I think the Good or the bad is that today everyone is creating content like you said your 75 year old mom To your 15 year old niece everyone's a content creator today So I think for the brand it's amazing because what happens is that brands the onus of starting Conversations even 10 years back was on the brand So the brand had to pick up topics the brand had to be cool the brand had to be relevant The entire pressure so to speak was on the brand to kind of create Outstanding content and put it out there today as a brand you can literally just participate in a conversation You could just you know peak eyeballs of a consumer who wouldn't have otherwise even looked at your brand and you could actually Organically merely by merely by participating actually end up getting customer footfalls by not doing too much So I think that's the beauty of where the evolution of content is kind of going. There's a lot of Authenticity also happening. I'm going to stick to that because that's where we are absolutely But I think yeah, that's a beautiful space that we are all in I think but there's a long way to go I think the truth is none of us know where this is going because everyone's just Everyone's just out there Not to show where all of it is headed Abhishek BFSI as a category is very compliant Yeah, I mean is it something different that you see within your your strategies You know as you rightly said Mac that Our industry is highly highly regulated So that means that suppose We are doing this event and my company wants to put out a social media post Saying that I was present over here. We cannot do it like this It has to go through a full process of approval compliance and this thing and then it comes out And that goes with every kind of initiative that we as an company would like to do is and rightly so because this industry is prone to a lot of frauds and lot of Misselling and everything so regulations are required What it does is it kind of stifles the creativity that probably we could have But on the other end I also say that probably we use this X or excuse To not saying I have kuch karni sakta because compliance will say so what we try to do over here is We cannot use celebrities as such directly or my influences to sell directly What we try to use influences is a lot of driving positive engagement for the brand I cannot sell through influences that is not allowed Because to sell an insurance you need a license Otherwise, you're not allowed to sell unless consumer decides to buy on their own through the web journey and to give you a data point In spite of all those advancement in people buying their own across the country People buying on their own is only 8% 92% of insurance. I'm not talking about our company. I'm talking about the industry 92% of the industry actually buys a 92% of sales comes when somebody is assisting and Insurance buying process and that person who's assisting needs to be licensed So while influences cannot sell directly for us what we have actually realized is This influences help us to clear a lot of misconceptions around insurance. I Can do a dipstick in this room right now and Ask people that how many of you are adequately insured and I know the answer 99% of people would be inadequately insured in this room in this room We are probably talking about people who are more aware Who are probably doing well in their lives and have disposable income in spite of that and aware of their responsibilities But in spite of that we are all under insured including me So what these influences and that was just an example other problems that the industry faces is Complexity other problem is a lot of misspelling has happened in the past or trust issues Trust issues with the advisor who's coming to selling the insurance What influences help us is to bridge the gap over there and That is extremely important for the industry Extremely important for the industry and they did play a huge role So if I have to classify between the two we use microcelebrities and influences To drive positive brand engagement and also to quell a lot of myths But large campaigns when we have to do where we are actually Asking consumers to either go to our website or go to an aggregator website or contact an insurance agent Those kind of campaigns are normally driven through a larger than life celebrity I'm it to you. I mean Brands have been increasingly collaborating with a lot of pop culture things I mean with its sports with its movies with its entertainment whether it's even like-minded brands That matter. I mean and and this is all been happening to harness a younger audience in that sense How are you doing that in your category or with your brand? For us, it's about, you know discovering the same You know consumer mindsets, which I spoke about earlier. I think so It's it's both ways like, you know short term and long term both. So example from last I think five six years this whole rage of, you know Grooming appliances and application products and specifically for men like, you know, they have like reached up, you know Beautiful peak I would say You know, so I think there are these brands I can name them now example the man company So we collaborated with them because They also are offering a product, which is kind of complimenting the very category that we are also trying to tap, right? Which is about grooming and grooming men, basically Up Beard And I don't know what not under the Sun. So I think it's nice I mean like, you know, like you have now so many choices to look at Either you convince them or confuse them marketing mantra. So I think that's where it all stems into But I think yes, we collaborated with them and co-created the proposition which kind of worked like really well So that was like a little short term kind of thing I can talk about wherein we offered them trimmers But example, there is another brand Peter England, right? So that brand is also known to go out and tap the same kind of mindsets, right? The younger audiences today. So when they collaborated with us for a small pilot They were very happy to, you know, get the results across Their cat a and cat b outlets across the country And this is that they actually got a lot of confidence because of which they said KTK You know first we saw, you know, the kind of reaction, you know that your trimmers are getting for the brand Peter England Now we want to you know, develop a product together with you. So now, you know, we have actually launched a Series of trimmers basically keeping in mind the design inputs of Peter England So today the product not only has a sign-off of Cisco brand But also the logo of Peter England onto it just to bring in more confidence So I think that's kind of a little long term that we have with them the association. So I think it's both ways How are you doing it? Otherwise, yeah, so why we can't do too much of co-branding but What we realized you see we are a financial organization and Finance is going to be driven by the growth story of our country We are firm believers in India growth story and we believe India is at the cusp of when the compounding actually starts and When the compounding actually starts to kick in and that's when Disproportionate growth happens and we are at that cusp Since we are believers in India growth story, we also wanted to clearly communicate that we believe in India's future While there are many ways to do it we would decided to focus on an area which traditionally has been very neglected and Not much investments coming into that area And the area that we identified Was sports and within sports also very clear non cricket sports Cricket takes almost 99% of all the funds that are available in the country for sporting events We decided to focus on the one person which was and see if we can actually do something meaningful over there so we tied up with Indian Olympic Association and We actually sponsored the Indian Olympic team which had gone to Rio as well as which had gone to Tokyo So last two editions of Indian Olympics team, which were gone We were the principal sponsors of the team and as a part of the derangement We were also sponsors of the team which had gone to Commonwealth Games and Asian Games of last two in sit instances Why did we do it number one is? Because we wanted said that we believe we believe that like India is about to grow as far as finance is concerned Even at sports while we are not at the cusp I think we still have a journey to come at the cusp and then disproportionate returns But I believe you started that journey right now and at this point of time It is important for meaningful brands to come together and start investing in sports So while we have partnered with the Indian Olympic Association on the side We also partnered with top female athletes of the country We started with Saina Neval then we had Rani Rampal then we had Deepak Karmakar, Mirabai Chanu, Mary Kom, Hina Siddhu the shooter and Himadas the athlete the sprinter We started supporting them and we have been supporting them for quite some time So that's our way of doing something or do we talk about it? Not really because this is what something we inherently believe in But as a market year, it's I need to look at ROI. How does this help us from a market year or from returns perspective? As I was telling you we are essentially dependent upon trade my distributors We have 45,000 distributors to sell life insurance for us This becomes a huge huge talking point with our distributors that you are associated with a brand which sponsors the Indian team These distributors then go out in the market and talk to consumers Because we are a challenger brand and I actually we're not even a challenger brand till now 24 players in life insurance segment. We are probably number 16 right now Although we were 24 when we started because we are the youngest But there are a lot of ground to be covered for us So that really helps us from trade-building perspective these kind of associations, but why did we do it because we believe in it Are you doing anything in this direction? I mean Building pop culture trends and its collaborations there For us again After we did the entire rebrand and like I said, it's always been part of the legacy. So it's just about Putting the narrative out there, you know, letting people know that this what we are doing One big initiative that we're all really proud of is the one that we did in March And that is something where we collaborated very closely With our HR team because we were very clear that as an organization or as a brand we can't be doing lip service So we wanted to work with the transgender community. So for the first time we got the community to write the script So usually as brands you get scripts are written by the agency partners. It's approved by the client That's typically how it works, but in this case we actually co-created the entire campaign It was shot with the community at the location of their choice They hand-picked who would be in the in the film It was directed by them There was a voice over artist who was from the community an influencer from the community who wanted to be part of the campaign To the entire thing from scratch was created by them and the script that we approved they actually disted So then we we got them only to write the script and then the script was also created by them What we did with our HR was we actually tied up with an organization That actually does sensitivity workshops and trainings helps in Placement and job opportunities. So we actually hired people from the community We didn't realize like for us the learning was so huge in terms of you know, even understanding terminologies How do we kind of behave? Consumers had to be trained staff had to be trained everything There was like a proper six month rigor that went into it before we actually went live with the campaign called beauty and safety So for us actually doing that level of collaboration after we hired somebody that person started working with us Is when we kind of went live with the whole thing So we've been trying to do a lot of these kind of meaningful, you know, like you are talking about community impact changes Because for us clients have been coming to us from all walks of life clients have been it's not primarily a women's brand It's been a brand. That's you know, like you spoke about men men's grooming. We have a lot of athletes We have a lot of a lot of people who are you know Bollywood stars and you know, we have a lot of people are models or like you rightly said today Everyone is very evolved. Everyone wants to look and feel a certain way So then opening it up. I think putting those narratives out there is what the beauty of digital is kind of doing for all of us today I mean you want to say something on this. I mean, how are you doing this? I mean So I think two ways one is the kind of collaborations that we work on which are meaningful and add back to what the brand is which is Rightfully as mentioned by everyone, right? I think for example, we work with this community called a typical advantage. They are Largely they work with persons with disabilities and provide a form of living to all of them, right? And one of the ways we engage with them is for example, we engage on art and paintings that they make Okay, they come forward and one anyways they engage through our platform cell, etc But for example the last Independence Day or the Republic day when we do what we actually did is we went ahead and gave our entire We have today studios or physical stores across the country, right? We gave that as a canvas for them to come and display their art and Actually our community of consumers engage with them as they made this became a part of it It's just about I would say not inclusivity as inclusivity as much as involvement I think everybody got involved in it. So that's one form of I mean like we said, I think we don't it's not something We talk a lot about but we work with these folks because It's about partnering in that journey the second I mean, it's a slightly totally diverse side that I'm talking about also is where you started off with which is Collaboration on content, right? That's another side which interestingly that I see today is also while we work with brands to Build it up, etc. So for example, we work with India circus who's a partner together create content, etc What's also increasingly happening today? I think it's brands are working with brands on content and I'm not even talking about product now, right? I think Let's just go back one month There was Wakanda forever releasing as a movie because it's pop culture and all that right and you saw a Lot of brands getting into that moment and talking about it for example It also involved Marvel reaching out to brands to say work with us So what what what I've also seen today is a lot of brands are working with other brands because let's say I am a community of Let's say 25 to 45 year old NCCS a segment working Who's purchasing furniture with me and there's another brand which is looking to reach out to them for? I don't know movies for that segment then the brand reaches out like Amazon reaches out to another on content and promote So I think that's an another trend that I see happening today, which is brands working with each other Cohesively to you know build content as well And other question is brands are building a lot of eyepiece. I mean They're building sustainable eyepiece. I mean there is Asian pains. There is in the world of decor for that matter And at the same time you're seeing creators becoming brands right in some form or the other My question is should brand become publishers should brand become creators You know, I mean your point of view on that Okay So I think talking about eyepiece of bringing it in from a consumer science perspective again I think that anyone who wants to create today or wants to stand for something Has to create content and has to have an IP I got other days when I used to be something very serious IP is a way of Expressing thought leadership. It could be anybody. It could be any category. It could be B2B. It could be B2C We are a consumer science firm. We really don't need to create an IP We're a market research agency agency has never paid IP But then very recently we thought we'll create a podcast because a lot of You know a lot of the people in our industry We have been just taken as you know featured in size. We'll talk research. We'll talk statistics But he said okay, we have to make it more scalable more palpable So let's create a podcast because that's a way of showing a research which is the tenet Of what content we want to sort of speak about so I think as long as the relevance as long as the Why we are doing it is in check Then IP something which is agnostic to the sector that we are in as a brand And then nomenclature is only a thing I think it's it's not about whether you're a brand you're a content creator As long as you're creating a social connect to sell and to create consideration set for yourself IP is something which will just get normalized as we go ahead Yeah Especially for brand owners Try to own the ip Don't go as a Naming partner to the ip never do that never do that Because if the ip is with somebody else Tomorrow somebody is going to out price you And you will lose the all the efforts that you have put in creating the ip So I am a firm believer of if you're creating an ip from a brand perspective, please own the ip Never go for a license kind of an ip where the owner is somebody else Now in this question is to you And and specifically in the in the world of decor or even some you can add to it is is the whole use of tech led Content to kind of Define the consumer join you enable him in some form or the other Would you like to talk about what's what are you guys doing in that world? Because you have an offline presence and then you have online presence How are you and the and the journey for consumers is the gestation period is quite Long right for for him to from decide to kind of buy how are you enabling that part? So I I'll talk about content as a part of commerce now right and fundamentally how that moves For us when we started off on this journey 11 years back Furniture was never sold online right where we are today even today 85 percentage of the market Shops from unorganized, which is your carpenter or a nearby shop and I'm not talking online now I'm talking about really unorganized right now the challenge we had back then when we started off was how do we really enable this journey Why should somebody buy a? Highly non-standardized high-value product online. We had mobiles. We had more books and we had now fashion But why buy a highly non-standard high-value product online to enable this is where actually technology came into play or Content which would really enable that right and which is where ar came into play So for example, when we kicked off on our journey on ar What we did is today for a consumer who's sitting in their home Looking to buy or make that decision whether this red sofa is great for my home What ar does is you could place it against that yellow wall in your home Against that photo frame you have and decide whether this fits there right so technology came in as An enabler to make this decision today where we are sitting today One in five add to cards that happen on our website happen through somebody who's either use the ar feature or the 3d feature To make that call right so one is this I think technology has been an enabler to fast-track this journey Today if you go to our studio where we sell furniture like I talked about we have about 200 plus studios in 100 plus cities We don't sell any of the furniture pieces which are in the studio The entire sale happens through the tab or the device in that store Where because we believe that in a 6000 square feet 2000 square feet What is the maximum number of products you can show and we have 1 lakh plus products to show right So the entire journey happens through the device where this entire discussion happens So I believe and the next projects we are working on as we are led etc right So the idea is yes to answer you content has been a strong enabler for commerce for us And hence we today look at if I am just pushing this ahead is What data today also tells me is if I have a banner on my website, which is Got major yellow shades as against red shades. How does that move on click-throughs right? So yes, I think We are thanks to the power of technology today have a lot of data points to take calls on What should be the next content that you create as well? Yeah I think I just add to what you said very true Because even we are in a similar space where it's In that sense the services are high ticket value not our products But the services also today a lot of people are more evolved more aware not evolved But the consumer is more aware so to speak like for example, even 10 years back All of the things that you're seeing today in the front of pack niacinamide Salicylic acid like these are things which would have been something some rnd Scientist in a lab would have you know been well versed with Today Gen Z will be able to tell you the difference between you know 0.5 versus 1 versus 2 percent and how it's going to impact their skin I think that's a huge Difference in terms of how the consumer mindset has also evolved And with that in mind, I think brands also got very cognizant You know during the pandemic during the lockdown to kind of ensure that I think everyone has a very active d2c platform Everyone is active on e-commerce, you know industries that you would have never imagined like furniture, you know or you know services All of these had to kind of get on to the Bandwagon because there was no choice. So what would have taken us three years to learn We were forced to learn in maybe three months three weeks because there was no other option Conversational a I became something that everyone had to kind of create bots These were things that I remember during the lockdown. It was more like let's figure it out Who are the agencies who's doing what, you know, it kind of became that kind of a hustle Today it's become more more commonplace today. It's become a way of life, you know And even for us for example, we have an ai skin assessment tool that's there on our d2c platform It's also beautifully utilized within our clinic ecosystem where our dermats are actually able to you know Like navin you said all of the selling is happening through the tab So imagine you walk into the clinic, you know, they take a picture upload it And then they're able to kind of more scientifically Technologically kind of tell you, you know exactly what your issues are and how it how it can be treated because that's a power of technology It can go much deeper than the human brain can And I think yeah somewhere it is all Marriage of online offline tech human intervention. It's all kind of very beautifully coming together today for brands Like you said agnostic of categories. Yeah Thanks My last question, I mean they've requested me to that the time is over and I like I said it's a very long session Is to you Isha, I mean And it's it's the most pressing matter today even the measurability of Content and content projects or branded content projects in that sense where it's short term or long term Is the applicability of this Left to like a gutto intuition Because I think that we have sort of content and people who use content has long sort of left the trajectory of gut I think we all have already forwarded ourselves to gut plus So they're definitely science. They're definitely is method to the chaos Be it in terms of choosing the kind of content that you have to create which marries with your brand ethos Fair enough of testing is done by our brands most of the clients that we work with There's enough pretesting in terms of what Collaboration to go for what content creator to choose because the abhishek you mentioned that the brand values and the method and science Still has to remain brand ambassadors could be content creators or vice versa So that still stays however, I would say that it's just become easier to sort of break the funnel into top funnel and bottom funnel Uh, there is a long term strategy where you would want to still continue to build reach and salience your long term campaigns that keep on running Uh, you definitely have content as a tool to Straight away impact imagery Which I think has become easier So if you are a brand who wants to shift from a positive to a negative or a negative to a positive trajectory, sorry wrongly put Say example victoria secret. They use beautifully the power of content to Have the challenges that that they were facing from the body shaming piece and they beautifully did that reverse around Trend from content creation We we've seen starbucks. Uh, they have a beautiful employees page just to employees You know what they're doing a day in a starbucks employee to just convey what they stand for So the imagery positioning in terms of measurability has definitely changed in terms of what content can sort of bring to you And there is also a fact that the funnel which is the conversion from awareness to Purchase it would be very wrong to say that that has not shortened in certain categories On the basis of an instagram post or a reel alike Consumers are tempted to engage and immediately purchase which is they come they become aware about a brand and that's for the pop culture Categories that's for emerging categories. Like i'm a new mother. I have a three months old daughter And I think the number of brands that I would have purchased just because I saw an instagram post versus what I knew about Parenting There's a huge difference. So I think in terms of measurement. There's enough science There's enough method to it and brands are moving towards checking in relevance checking in the why and most importantly Choosing that they don't go for content creation just for the heck of it But more so because it's bringing in those imperative gains and moving the funnel from sales to purchase And it's important in the customer journey. Uh, so to say Thank you. I mean, uh, thank you for all the inputs all the learnings all the insights I would like to end this session By saying that the consumer is a teacher and The marketeers are students and content is like the never-ending curriculum That you're learning, you know, so thank you all. I mean, thank you all for being here. I'm giving you time