 Thank you for the introductions. And as I'd like to say, panel discussions are usually best when it's diverse from various categories, people coming in from various walks of life and different brands, agencies, and platforms. So I think we have that here. Usually what I like to call a panel discussion is like a Martin Scorsese movie. I know it's longer than the keynote session that you have or the fireside chat that you have. But it's all about storytelling. These people, we will speak about our stories, our brand stories. It also has characters, very interesting characters. I'm sure you'd love to hear a lot of us sitting over here. And lastly, of course, there'll be a lot of guns in the climax. Hopefully, you'll avoid that. But then, yes, we're looking forward to this engaging session. And the topic for today that we are speaking on is tech-enabled roadmap for customer-centric success. Firstly, I'll jump on the topic of customer-centricity itself. I'll start off from the extreme left. Amit, if you can just pick on this. And for you or maybe for your brand, what does customer-centricity stand? So I think just to make it easy for everybody and for us as a brand, when we say customer-centricity, it's about empowering the customer so that there's a lot of value addition that you do as a brand in the entire decision-making process. So I think, in a way, that's what we stand for. Awesome. Two minutes, as you said. Less than two minutes. Less than two minutes. Yes. Amit, up to you. Yes. So I come from VML Commerce and from our perspective, customer-centricity, to be there where your customer is. So a consistent omnichannel experience is what it means. And a consistent experience across channels and across devices, across different forums. So this is what I'm talking about. Yeah, so we are a B2B company, typically. So for us, our customers are brands, like Amit and all you guys. But you know how we redefine the customer is basically a customer's customer. So if you're able to formulate strategies, technology, product, people in a way that makes the customer's customer successful. And by that, I mean, we are in the advertising space, giving them relevant communication, being there contextually at the right time, and giving an experience to that customer which makes our first customer happy. I think that becomes a very, very important strategy of how we look at customer-centricity. It is not for us just our immediate customer. It's not like, hey, Syska is the customer, but Syska's customer is what makes all our strategies go around. No, I quite agree. We are also a B2B company. I actually asked a bunch of youngsters who are here from my college that, what does customer-centricity mean to them? And I was so surprised when they answered that it's about personalization. I mean, a one-year MBA grad is telling me it's about personalization. So therefore, the depth has gone to the level where people understand now it has to be personalized. How do you keep customer at the center of it? How do you keep the customer first? And taking Akshay's note ahead, I think it's more about how we as platforms are able to create a shared purpose. So like he said, for us, it's not just a brand that we are working for. It is the customer of the brand also. So how we are bringing together our ability as a tech company, how we are understanding brands, objectives, and delivering to those, and then how does the end meet the goals of the actual customer who is buying that product. All three coming together is where we achieve the shared purpose of being able to deliver customers and keep marketing. That's what I did. Fantastic. So for me, the question is really a rhetoric. Because if you see customer centricity is everything. It's not what it is or what it is not. For example, I manage a bunch of brands which are loved by people, a lot of millions of people in this country, whether that's Complan, GluconD, NiceL, Sugar Free, Ever Youth, and so on and so forth. Now those brands have been created over a period of time, much before I joined the organization. And we continue to take that journey by being customer centric. Now that's easier said than done. What it means is that throughout the journey of the product or the brand, you are always listening to the consumer, to the customers, through various data points. And many of the technology partners help us doing that, or many of the learning partners help us in doing that. And so it's very important that right from the beginning where you are looking to create a proposition, a brand, a solution, you're listening to the consumer being very customer focused, you're also listening to them when you are presenting the proposition, the idea, the solution to them, and also listening to them and trying to do the right thing by understanding what impact the product or the solution has created for them. And therefore, improving on it, building on it, and doing the right thing as you carry on through the journey over the years. So really, customer centricity is everything. Lovely, lovely. Finally. OK, I think I come from a very different category among all. For us, it's very challenging to find out who is the customer, who is the buyer. So in our category, the customers and buyers are the two different things. And whenever the planning agencies always give us, we also sometimes get confused where to prioritize. But as a brand, we prioritize whosoever interacts with the brand. And we cap them at the heart of our business. If you have to see the customer centricity on our brand side, we try to align their motivations, whether it's the buyer or whether it's the customer, whosoever is going to engage with us or whosoever is doing the interaction with us. And our strategies are to try to find out what are the new evolving trends are there. It's more than fashion. We find the trends are changing into the interior categories. So we align their changing needs. And same time, we're trying to create internal culture also. How can we solve any kind of the changes or any kind of the expectation they have? It's easy to listen to the customer, but I think it's very hard to deliver what they want. But we're trying to create that kind of the culture, and that's the customer centricity. Absolutely. Fantastic. For us, we at Bliss, for us, as I think Akshay mentioned, our clients are our customers, first customers. But then via them, we are also servicing the users in general. For us, customer centricity is making our platform so robust, so strong that our clients trust us. And eventually, the users who are seeing the ads or we are reaching out to them through our various means, programmatic, et cetera, we are giving them the best services, best solutions, and engaging advertisements, et cetera. So that is something which is customer centric for us. What I'll do is from now on, I'll pick up one question for each of you, which might be relevant for your domain or whatever brands that you represent. And then maybe others can also take turns in answering them. I'll start with Amit again, Amit Setia. What challenges do brands, maybe your brand or maybe brands in general, face in effectively leveraging technology for customer centric marketing? And how can these challenges be addressed? So I will give examples pertaining to my category, which is fast-moving electrical goods, because when you look at D2C offerings or mobile-first offerings, the dynamics are completely different. When you look at my category, which is fundamentally offline, and all of a sudden done, you go and buy your light products from the electrical hardware shop or maybe a general Kirana store also. So when you talk about how do you leverage technology to ensure that your customer centric marketing becomes far more meaningful and relevant, I think the challenge for us begins from the very core, which is the product. All of a sudden done, what I'm selling you at the end of the day is just a bulb. So can I make that bulb more than a bulb for you? That's the whole challenge. And I think, thankfully, technology has addressed that challenge for us, because now today, that one sorry bulb is actually talking to you through your applications, through your voice assistants, et cetera. And we call it being smart. I mean, you're getting 16 million colors in one product is something that maybe nobody imagined. So the products have progressed to start with. That's one. Secondly, in fact, backstage, we were discussing as to how it is very, very imperative for a distribution-led business like ours to ensure that I do an amazing campaign. But then when you go to the counter, you realize that, oh, that product is actually not there on the shelf. And that's not something that you can afford to sort of create for your customer, because that's the moment of truth for him or her, right? So a lot of logistics also needs to be sort of given a very, very efficient spin with the help of technology because what is getting produced? What is getting distributed? And what is getting displayed? These are three different things, right? And coming to the last leg of the entire valuation is marketing, because then I'm doing marketing, right? So what am I doing then? As I said, to create a digital footprint in this kind of an environment itself is a challenge, right? So whatever little I have, I have to scale it up, look at the possibility of creating cohorts, and then start talking to you, because at least then I know as a person what are you using in terms of my smart products, at what frequency, what kind of features, et cetera. That's one. And I strongly believe that technology is of no use unless and until it empowers every stakeholder. Not today. If I'm in the position to create leads, say for my retailer partner, pass it on to him because he's geographically closer to your location, right? And then ensure that that product is delivered from his shop to your place, so that he feels empowered that basis, digital campaign, my business prospects are not killed, because typically when you look at digital campaigns, the fact is that more or less everything is transactional, I give you heavy discounts and you go and buy it from, say example, XYZ platform, right? And then he says, my customer is gone. So can I empower this, the last person in the distribution to say that, hey, listen, lead is delivered to you, but you deliver the product. So you also earn your share of money. So I think these are some of the things that we have done in phase-wise as far as product, logistics, and marketing is concerned. Again, two minutes. Awesome, awesome. Anyone else? Anyone else wants to kind of lean on this question? So I remember meeting Amit, I think five years back and at that time he was promoting bulbs. Now he's doing dreamers and personal care and everything. So at that time, I know your first question was, on Flipkart, how can I grow to be the number one in my category? Now we are already amongst the number one. I think we're top two, you were? Top three, okay, nice. I'll come to Amit Gupta now. What trends do you see or foresee in the intersection of technology and marketing and how should brands prepare to stay ahead of the curve? Technology plays a very important through specific examples and from the morning itself, we have been hearing about artificial intelligence that I would still put at the top. Lot of use cases where you can use artificial intelligence for predictive analysis and also a lot to solve your customer care problem. Second, I would say conversational commerce because the devices are becoming voice assistants and a lot of things are becoming, the devices are becoming smarter and therefore any marketer who is seeking for the content generation should also keep voice in his mind because in future, the voice is going to become an important channel and with that also comes a conversational commerce where maybe you don't have to use channel to sell but customer service, a very good use case where you can use bots for the customer service. Third would be augmented reality because we had a face of metaverse not working out very well but now you see Apple launching Vision Pro, a very expensive device. Most likely meta is going to come back again. Geo is launching Geo Glass or probably already launched. So augmented reality is becoming very affordable and going to become a very relevant in the future. So again, everybody should be looking at augmented reality very seriously. Fourth, I would still say integrated journeys, online, offline and consistent experience because you buy online, you go offline, you still have an endless aisle, the shop or the store people, they have a tap where you can, they can start with the journey which you left online, something like that. And data, the fifth one, the most important one, I mean, just mentioned about supply chain. I think through blockchain, blockchain technology is very, very relevant where you can use blockchain to be sure what is the footprint of your inventory as well as your customer data because with the privacy coming to the play, cookie list, world, et cetera, et cetera, how do you give that trust to the customer that your data is being protected or is secure? Now, you can give a lot of, in the website acceptance, you can give a lot of terms and condition, but still how do you validate? How do you prove a point to the customer that your data is protected? So if you use blockchain technology, it makes sure that you can always come back to the customer that your data was not compromised. And I would say these are the important ones and the list can go on, but I would call them out as a more important one. Fantastic, fantastic. I have a point here. I think we as a marketer nowadays, there are these so many new age tax and all those systems are coming. But one thing is very important which we are noticing regularly. For the customer, the experience is very, very important. It's not only the technology, it's the final end of the product experience. That's also important. So sometime we become very lopsided to give all the experience to the technologies, but we forget or we skip the kind of the attention is required to give the product an experience, especially the nowadays is the very hybrid world. People try to do the evaluation or try to search and explore on the online and whatever the digital platform, but they go to the offline also. So it should have the experience also matters along with the technologies. Absolutely, I resonate with this because we are a hyper-local platform, right? So we reach out to users in real time, whenever they're going into a store or a mall or maybe airports, we reach out to them with the right communication real time or maybe historic as well. For example, if somebody has gone to a showroom of four wheeler vehicles, multiple times the last one, but we know he's in market, he or she is in market for four wheeler. So that is something which we tend to do very personalized and also real time and right time. So that is something which you do. I'll come to Akshay next. Actually, I just want to add to that, Navjeet. So I think Amit beautifully listed down all the sort of options which are out there right now and the key things which are trending. But I think I'll give a marketer's answer and I see a lot of young people around. See what is important is as a marketer, you're always looking to experiment because you don't know what will work, what will not work. And I've seen many people, colleagues, friends, sometimes myself included that we are hesitant, oh, maybe this will work, maybe this will just have had. And we were having some conversations around what happened to met ours. That's fine, but I think the behavior and the having the mindset to experiment is very, very critical for a marketer, especially given the way the landscape from a media point of view, from a technology point of view and how consumers are evolving in their daily lives is changing dynamically. So I think that thought is very, very important. You experiment, you may fail, you may succeed, you learn, you move on. That is the only way you can give yourselves a chance to have any kind of a head start, which is what you said. Fantastic, you learn, you unlearn, and then again you learn, yes. Akshayak, over to you on this question. How does a post cookie world look for you and look to you and how ready do you think India is, especially marketers in India, are for this shift? I think in our ad tech world, it is going to be one of the biggest disruptors, but I look at it from three stakeholders in this, right? One is the brand itself, then the publishers, and then there is a regulatory body, which is there, right? Three stakeholders that work in unison. Now, there's a lot of work happening from a brand's perspectives. Brands and advertisers have started realizing the importance of first party data, for example, right? How important it is to build and know your customer, right? And hence buildroper CRM systems, which are getting built out. How do you collect information people, their customers likes, dislikes, those kind of things, building loyalty programs, connecting the offline world to online through the CRM system. There's a lot of, actually, a lot of brands are really thinking how to collect that data, bring it all in a single view, and then utilize that, right? That is a challenge that these guys are working on. The second is, of course, platforms and publishers which are there, right? There is a lot of work happening, for example, in building unified identifiers, right? Universal identifiers, unified 2.0, et cetera, which is basically trying to identify customers and cohorts across platforms. That is something happening. There is a lot of focus on contextual advertising, right? Content was the king. I think contextual is the king right now in today's world when Cookie goes away. How do you give the right messaging, the right communication, the right offer to a person when he is contextually in that frame of mind, right? And that's a lot of technology that goes around it and platforms are trying to build that. The tabulas of the world and out-brains of the world, these guys, right? And third, of course, the regulatory bodies, which is the government, because it is all centric towards privacy, the GDPR of India, right? With the bill which is going on data protection soon, right? So how the government is ensuring that there is privacy and at the same time, there is openness for platforms to do relevant advertising, et cetera, right? So that, what do you say, the thin line between that? So three stakeholders, and I think from an India perspective, we are going in the right direction. There is a bill that will come out, which will ensure that there is guidelines towards this and brands are building, obviously, the data that they can accumulate and platforms are working. So I think India, of course, is going in the right direction. Globally, there is a lot of work that is happening, but India definitely is taking part in that. Great to hear. Akshayat spoke about first-party data. I think another thing which marketeers are loving or wanting people to do is zero-party data, right? People want the data to come to them instead of asking or seeking data out, right? So that is something which also would definitely help marketeers in framing their marketing setup. I'll come to Ram Gopal for the next one. What innovative tools and technologies may be for your brand or maybe in general? Technology are currently shaping the landscape of customer-centric marketing and how are they being leveraged by brands across categories? Let me start with this, that why do we even need these tools, right? Why do we need this customer-centric marketing to be, I mean, upgraded with technology, right? I think the problem no longer, there was a problem that people used to have an attention span issue of, let's say, what OTT to go for or what channel to advertise on. Now, the problem has gone multi-fold. In which screen do you advertise on? Because all of us have come from our house still here. We realize that we would have seen at least on an average five to six screens where we've seen an ad, right? It could be a DOH outside your house. It could be a DOH on your lift. It could be your mobile. It could be a CT that you saw in the morning, right? So I think there is this real problem on being able to understand this multi-screen journey, how you're able to decode this, how you're able to find the right place. The right place is now replaced by the right medium, right? How do you find the right medium and then how do you embed that with technology, right? Obviously, the first go-to will be data, right? Our dear friend, Shridhar, before this session spoke about, look at the dirt that you missed in the house, right? How do you harness all the data that you have that you know about the customer? How do you bring it together to have a single unified view, right? Because when you do that, you're able to understand not just his consumption pattern, but what he likes to read, what he likes to view, what time of the day he likes to see content, what time of the day he sees, what kind of content, right? So all these things can be analyzed, right? And then, obviously, how do you top that up with using each medium with that data, right? Targeting the right customer through each medium, layered with this level of data. And then, obviously, our favorite two-letter word, AI. How do you use AI Engine AI, right? To be able to analyze this and create what we call as predictive analytics, right? So think about, I mean, when we open up Netflix, right? There is already a content which we like, right? Because that, how is that coming? There's a recommendation engine behind which is recommending that, looking at your watch history. How do we now create that ecosystem in an ad world? Imagine recommendation engine for ads, right? When, whatever ad that you see is the ad that you were expecting, right? So those are the kind of technologies that are there. And how do we now understand customers' journey across these screens and utilize them in the most effective manner? That's where the tour goes. Fantastic. We had a panel discussion backstage before this panel discussion, where we kind of spoke about this, multiple screens and how we can bucket users into people who are at the awareness stage or consideration stage. And finally, on the mobile phone for the purchase. So that is something which we had an amazing discussion backstage also. And now, Ram Gopala has kind of explained very properly for us. Sort of next question is to you. What is the importance of measuring and analyzing data to continuously refine marketing strategies and enhance customer satisfaction? Sure. So I mean, the entire discussion is about customer centricity. Now, to be customer centric, you need to understand them, know information about them, analyze that, and get to the core insights. And therefore, that's really, really important. And I'll go back to the fact that this is going to be important throughout the consumer journey. So first and foremost, I think it's about trying to understand what is the customer seeking. And Ram just mentioned about how they are interacting with multiple platforms on multiple screens, et cetera, and so on and so forth. And therefore, the market year's task becomes even more tougher, because earlier it was very simple. Go do some market research, try to figure out what is happening out there, meet some consumers, generate the data, come up with a new idea, advertising, or innovation, et cetera. Now, world has changed. And therefore, while you continue to do some of the traditional way of looking at customer and the data that you generate from there, I think it's very important to use all the modern tools which are available. So while we do our traditional research, we also look at, okay, what are the subtle cues which are coming from social listening, for example? What is it that consumers are not telling us when we are asking them, but they are telling it out there to the world, right? So I think putting those traditional ways of generating data and looking at the modern ways of data which exists, which you are not seeking as a brand, but that multiple data points exist, I think putting them together and analyzing and inciting is very, very important. To first understand what really the consumer wants, and we have had so many cases where we believe that a certain proposition will work in a certain way. And when we reached out to cross verify that and do final validations, we ended up with something different. And so that is what you do at the start. Now, this again continues because when you are developing the idea, when you are formalizing the idea again, you have to look at the multiple data points, multiple sources, and how you build on that. And finally, once the campaign or the innovation, et cetera, or the user experience that you are creating is out there, it's very important to see how effective that is being. And therefore, how do you monitor, learn from it, build on it, and make it even more customer centric? Fantastic. We talked about listening, social listening, right? We are discussing backstage. Our spouses use our mobile phones in terms of encouraging social listening, right? They talk about anniversary gifts multiple times near the phone so that it shows or pops up some discounts or offers some brand. I think Akshay, you mentioned on that, right? Yeah, my wife does this. It was to my shock. A lot of times, what she does is she goes in front of the phone and she talks about all these products and shopping and stuff. And immediately she gets brands showing their ads and with offers and stuff like that. So I think it depends on how you use technology. Fantastic. Finally, Yatmesh, I'll come to you. Personalization is a key focus for brands these days, right? Hyper personalization, personalization. How do brands balance technology with the need for authentic and personalized interaction with their customers? Okay, so I think the question has a two-part, the authenticity and the personalization. What first I would like to say the most of the time, how we categorize the other marketing initiative based on to the consumption, like FMCZ, automotive or pharma, media, whatever the way. But I think it's a better way to plan the marketing based on to the customer purchase cycle. There are the long purchase cycle. There are the short purchase cycle. I currently representing the brand which has a long purchase cycle. How the customer responds on to the long purchase cycle? They go with the intricate deliberations. They go for a contemplation. They keep evaluating on this thing. Then they take a call. So here the personalization difference, what the other way in the short purchase cycle. The second is the now the disconnected web has given the huge, huge choice of the expansion choice. And these choices coming with the added complexity, like he mentioning whenever they say there's so many offers started getting bombarding and all this thing on this. How can you serve the right set of the customer with the right messaging? That's the real personalization. Otherwise they will start taking it as a spam also. So there are the various data as methods and technologies available. Now in the customer journey of the exploration and evaluation as a brand, what we try to do? We try to nurture their overall the journey from the beginning to the end. And in this journey, we try to learn. We try to learn from their signals. What kind of the personalization they wanted. It's not like the some customer if looking something for the home interior journey, something is looking specific for certain features. Products are the common, but the message creative versioning is become so that it can become the more first line. So it is not the product keep getting personalized, but the messaging become the personalized so that he can get the right choices at the end. So that's the way we do. And regarding the authenticity, I think as a brand, we are trying to be the true to the, what the customer delivery promise we are communicating. And we are trying to as integral to the, our core brand values, which we had communicated. So that's the way we're trying to maintain the automation, personalization and authenticity. Fantastic. We still have some time. What I'll do is for the next phase of this panel discussion, I'll ask generally questions where everyone can take a stab, you know, I'll start off with, I'll say Yathneesh again. How do brands reach out to digital natives and you know, people, the younger generation, younger population through technology? Maybe for your brand or for in general? I think in our brand, we try to reach it to the younger generation is more for the saliency purpose because they play the role of supporting the choice what the other members in the family is doing it. So they may not be the decision maker in choosing the interiors, but the personal spaces, they make the choices. But they endorse what their decision makers are happening. So we try to use them, we try to engage them, but we try to engage them in their language. We try to engage them in their way of the thinking. So it's like how the purchasing decision-making is communication, but with them, they're a different level of the engagement we keep doing. Like recently, two years back, we did the plastic free tringa. It was the one initiative. And when we did the analysis of the those who interacted, it was the most the younger generation was there. So that's the way we interacted there. Well, for us, I think the task is relatively simpler than what Yatnish mentioned, because I deal with brands and some of those brands are targeted at younger audience or even for some of the brands which have been there, we are trying to recruit more and more younger audiences. And the way we do go about this is by using the different platforms where they are available. So for example, for an ever youth, I even go and do campaigns on Spotify because many of the target users are using Spotify. And I'm giving you some extreme examples because otherwise, of course, through the various media channels and especially on digital, you can easily target them. You'd be surprised though that a lot of young audiences are still watching TV. They're still listening to music channels. It may be playing in the background, whatever, but they do listen to it and so on and so forth. So I think we try to look at and especially in the smaller towns, right? So there is a mix of how the younger audiences are evolving, especially in the metros and the mini metros, et cetera, versus at the same time, how are the younger audiences consuming media in interest of India, even rural to that extent. And we try to target them where they're available. Ram? I'll quote another interesting chat that I heard in one of the panels a few days ago. There's a 25-year-old whom we asked that what is the new thing that you want in a CTV, right? He ended up saying that I don't want to use a CTV with a remote. I don't want a remote at all. I wish CTV could have been a place where I can just move my hand and the channel would change. Like that's the level of thinking that they're reaching. So what I feel is the way to reach them is obviously to speak their language. That's super critical because they have their own language and is what that they listen to and is that what they understand, right? And also I think the strategy with specifically millennials and Gen Z has to be ever evolving because they do not have one taste cluster or one preference at a point of time. They will keep evolving. There is, they do different things in different time of the day. They watch content at four at night. They will listen to music in the morning, right? So you need to reach them at the right places again and also keep analyzing them over a period of time that how are their preferences changing and therefore reach them at the right place again and again by knowing them more. That's fantastic. Akshay. Yeah, I think, you know, I kind of agree with everyone who's saying and what Saurabh also said. It is three things, right? Like I think the technology, where they are, the second thing is the behavioral, behavioral, where, where, at what time of the day, what are they doing? And third is contextual, right? I think these are the three things. If you are able to dissect and triangulate, you will find the technology, you will find some context where they go to, they would be at roadblocks or like at discord channels, et cetera, at a certain point of time. So what Ram is talking about, I think if you just look data very closely, you will be able to pinpoint your customer profile, what they're doing at what point of the day. I think that's, it's as simple as that. It's, I'm maybe sounding it simple, not as simple, but definitely in that direction. So I think, again, coming back to the same technology, I think it's playing a very important role. I talked about a little bit about conversational commerce or conversational, so if you see the voice assist or the way you talk to your device, everybody in the world or everybody in the country have mobile phone, right? And you can use Google assist or any way to be able to communicate with the device. And artificial intelligence makes it possible to convert, to translate into multiple languages, video to text, text to video, video to, you know, so speech, everything is possible. So it is, it's easy now through the technology to convey the message in whatever form or whatever device because the technology really supports the consumption in whatever channel the customer is using. So that's, that's fantastic. Finally, Amit. I think everybody has said so much. So the question was brand, how do brands reach out to digital natives and younger population? See, I think for me, and I'll talk very generic right now because not just to sound safe, but just to make more sense, I guess. So as a brand, Cisco, you know, I'm catering to a lot of different types of consumers. So while LED is targeted at, you know, the adult sort of, you know, customer persona, but at the same time, as a brand, I'm also offering them grooming solutions, mobile accessories, a lot of smart watches, smart home solutions, which are very, very, you know, running high on technology, et cetera. So for me, it's pretty easy to create that narrative as far as LED is concerned, you know, with the help of traditional channels, okay. And as far as my younger audiences are concerned, the entire journey pretty much is online. So right from getting the brand discovered to, you know, giving them the options to consider and finally converting them, you know, either hopefully on my D2C, because that's where I generate the first party data, or if not my platform, then maybe my partner platform, which I never gave Navajit that time when he was in Clipkart. So I think that's pretty much the simple rule for us, I guess. Harjit ko tod marode ke difficult bana kar usse proof karna zaroori nahi. I think life is not that difficult. Simple raha to bhi kaam hota hai. Fantastic. Do you have time for one more question? Can I? Just one question, let it be very short. I think this is very pertinent because, you know, we are at that stage in life where we learned so much, but we are also unlearning, we are learning again. So as marketeers, as digital experts, how important is it for each of you to learn, unlearn things, and maybe learn again? I'll start from that side, yeah. I don't know how to answer this honestly, because, you know, back in those days when I did my formal education, you know, in marketing, and I believe that, now no more padhai likhai, picha chudge hain, now you're certified, you know, marketeer sorts and sorted hain bhi life. And I think everything was proved wrong gradually as we kept on moving ahead, you know, because things changed, you know, technology came in, and so on and so forth. And I realize that unless and until you learn and, you know, relearn, I think the bigger fear factor for me is that I'm not going to be relevant. Jo meri younger team hoti hai jo digital karthi hai, graphics karthi hai, digital e-commerce karthi hai, they have their different aspirations, they talk different language. So for me, I think it's about trying to catch the train before the train leaves the platform. So I think, you know, the idea is, you know, to become the Charo Khan and get onto the train and get the Simran. Awesome. We'll keep it short in maybe two, three lines. I think agility is the key. So we are in a agile world and the technology is changing. So there is no, I don't think we have any option. We have to unlearn and learn. I think my entire thesis as an individual and even as an organization is about learning and unlearning, right? Completely. And it makes sense, right? Technology is moving so fast. Like, you know, when, like how Amit was saying when we were, you know, in our early years, technology shifts used to happen if you remember in seven, eight years time, right? Or probably 10 years time. Before that probably in decades, technology shifts used to happen. Now technology shifts are happening in like 18 months time, 12 months time. New things are coming up. So if you are not learning new things, unlearning the, you know, past way of doing things, you'll be completely irrelevant. So completely, I, you know, I believe in this. Fantastic. Blam. It's super critical. I also feel, I mean, it is the, it is the only way to stay relevant because I think as I speak more to the younger generation, I feel unless I read as much as they know, I will not be able to speak to them. They will come a point where we will not be able to speak to them. And that's a difficult phase, right? So it's super critical to learn and unlearn and stay always relevant. I have a 10 year old who teaches me every day and new things, you know what? This is how it happens. Roblox, you know, this is how you play, right? Like, so it's super critical how they teach you. Yeah, I don't know what part of the answer you got. I guess nothing. So I was just trying to simplify it. See what, you know, because otherwise learning and learning, it can be a lot of jargon and we don't really synthesize and absorb what it really means. What it really means is don't get hooked up to anything you know, right? And that is essentially because of what Ram also mentioned, the world around us is so dramatically changing. So what may have worked in the past may not necessarily work in the future. And therefore the only thing you should do deliberately and based on plan of actions is how do you move forward? What do you know? But what is the data showing you? And therefore, is it worth at least a try? I think that's important. As long as you're doing that, forget about unlearning, et cetera, you know, because you will unlearn in the process. You don't have to try and unlearn. Finally, definition. I think if the technology is changing, so our customers are also changing. And if we have to be into the marketing place, so we have to learn. And once you will learn the new things, automatically something will go on there. So that's the way. Very simple. Awesome. So I think the thing is about staying relevant both as individuals, both as digital experts and also for our brands. So yes, I think we are done. We are slightly over time, but that's okay. I did not get a kind of a thing from you. So yes, thank you. Thank you gentlemen for the engaging panel discussion. Hopefully it added to some knowledge.