 Good evening. Thank you so much for having me here. We've had some great discussions today a very good session by Roshni just now and also Yeah, and also throughout the day. We've heard all these birds birds around the attention economy Generative AI now. Let's talk creative. So as the digital ecosystem evolves and We are right now in the world where there are new placements being added almost every Every few years the latest being CTV that also we touched upon in the attention session We need to ensure that a creative strategy fits Fits releasing the releasing so that our creatives work across these different channels and They need to be tailor-made as per You know the device because there is a lean-in method which is around releasing your ads on on Mobile and desktop where you're also consuming content Maybe reading an article and the attention span is really really low It's a sound of environment to the lean-back which is on CTV which is sound on You know full-screen view and very very high attention So creative remains a key differentiator not just for teats, but also in the minds of marketers where creative is Remains one of the key Pillars of success along with Measurement and say targeting so simply for just running the same ad across You know all platforms all formats does not perform well or does not perform as well as ads which are optimized You know to a particular platform So using entirely separate campaigns Across you know multiple across different platforms like say if you have a separate campaign for social separate one for You know separate display and separate video that performs that results in the least brand lift During the campaign. This is a study that we that we picked up from Kantar However, if you use the same creative across channels, then you see a 32% lift But when you tailor-made and customize your ads to fit different devices That's when you see a further lift of 13% so tailoring the ads Gives us the maximum lift and the more brand equity we get it leads in a more longer-term brand ROI So it needs we know the power of Optimizing our own real estate and all this data is from an unbranded study. That's been done since 2020 to 2023 Where we've seen that generally the formats which are optimized for attention So we work very closely with Lumen to drive attention and also formats, you know, which which Which we use throughout the throughout the funnel And our formats deliver much much better results across all the brand matrix compared to standard formats So optimizing for channel is important and we do this in three different ways The first one is the creative optimization Which is we spoke and is done 90% of the time where we get raw assets from the client and then our studio team It it works on them and creates engaging assets, which can be distributed On the campaign the second one is a customized workshop that we brought to market. It's a proprietary Teach product. It's called the Atelier where we work very closely with the agency and and with the With the with the media team on the client side to co-create Optimized assets which can then be distributed and then finally you have the creative innovation where We have the capability to create AR creatives gamification or conversational ads which are powered by AI So when it comes to omni channel The task becomes to tailor make the messages for specific channels and ensure the right ad is placed in the right platform in doing so We are able to provide Increased brand visibility a seamless brand experience and also amplify The campaign impact through multiple channels that work in tandem to increase the brand recognition and the overall campaign effectiveness so looking specifically at CTV which is the newest one You know amongst amongst the crowd and what optimizations we are driving So we have some data from our partners at LG add solutions So that data survey points to enhanced CTV creative driving positive associations and engagement alongside some of the Enhancements that we are able to deliver so so all of this is Delivered we are two methods There is obviously there is the standard skin that we use or the overlays and we've also seen that adding Further layer of say a QR code gives us multiple options to deliver You know much much better experience for the user So there are two types in which you know ads can be displayed on CTV one obviously is is the home screen which is Native it's hundred percent share of voice It's the first point of contact when you switch on your TV and then you have The CTV in app which is your pre-roll mid-roll post roll which is hundred percent share of screen and sound on sweat beads we partnered with LG ads in Q3 and Q4 for a pilot in multiple markets wherein We saw some fantastic results across multiple campaigns and now this partnership We've taken it to the next level starting February. We are representing LG for their home screen inventory in India and in 30 of the markets globally so Let's look at some of the work that we did where we got in our studio team to To recreate the assets that we got from the clients so We did this for Audi where we had a 15 second video from the client What our team did is took a five second clip out of that and With the high res PSDs of the of the product that we had we were able to create a 3d effect Which resulted in a very very good experience for the user and this was backed by this campaign was backed by a brand-new study We work with Lucid, which is a third-party Brand study provider and the results were fantastic another Opportunity is leveraging the 3d out-of-home creatives and this is again the new buzzword where Companies are creating very eye-catching Billboards, which we see all over social media and they can very well be Very well be adapted in the ctv space to deliver a great experience for the user So there are multiple touch points within the LG TV Operating system that are there both for running video and display and our teams are well equipped To to create really unique experiences for the user Now let's look at the in-app inventory. So usually we would see brands mostly running just the ctv just the 15-seconder or a 30-seconder ad Within the app. So what we do is we use the same formats that we deliver on mobile And run that on ctv. So what you see here is a branded skin Wherein, you know, there is a skin alongside the video which tells the user You know, what is the product which is being advertised and then obviously there are multiple ways in which we can distribute the skin so it can be so what you see here is a tile effect something that was used by added us and What you saw earlier was a was a plane vanilla skin and in case The client is looking at a hundred percent share of screen then we can also do a simple overlay Which is a static overlay. It just comes in it doesn't it is not very intrusive so we had done this for windows for a campaign in the US and Again, it doesn't really Your impact There's no negative impact on the user experience on this one It's only positivity and creates a much more branded recall then this overlay can also be dynamic wherein in case there is an event or there is a show which is coming up then we can change Using the TVs our date and time we can change the You know the the text on The overlay so the first one was for a match which is starting tomorrow for the hockey league this is for tonight and The one which you see now is for say later in the week on a Saturday So that is possible and and something which is which delivers very very well Now What we've also seen is we can also leverage the QR code which came back into our lives with the vengeance after Covid and with the advent of UPI and thankfully most people now know how to use a QR code And I'm not talking obviously we in digital we know about it But the common man knows how to use a QR code so and there are multiple ways in which this can be leveraged and here we are Using the assumption that when a person when a user is consuming content on TV, they also have their mobile with them So when they do that it creates a world of opportunities for us to leverage that placement. So this is a very The slide looks very complicated But simply put what it says is that QR codes are an excellent way to drive attention and key brand matrix So let's look at a few examples This is the simplest one, which is the shop people QR We're in a user can just scan this QR code and then go ahead and check out the product on the website It links directly to the product SKU. This was used very very effectively by Flipkart during the World Cup And they were almost there, you know every day and most of their ads were around this Then we ran this campaign for this company which had a partnership with Amazon so And so the messaging here was, you know, you just have to say hey Alexa Open low slow and more and if there was an Amazon powered device Which was there in your house or around you it would open that that URL Onto your TV or onto your mobile luxury sampling is something which is getting a lot of traction globally and That is something and brands are leveraging it. It used to be done via magazines you know offline method magazines or newspapers and now it's slowly moving to digital and Using a QR code on CTV is a great way of utilizing that Then there are some complex Executions like air there are few vendors in the market who are able to offer that right now and So this is something that we did for Cartier where on scaring the QR So there was a normal TV ad which would a normal 15-seconder which would run on CTV and when scan when you scan the QR code You could do two things you could either view the product in 360 degree or using AR You could place the product in any place in the room whether it's a it's a sofa or a couch and see what it looked like so again a very very immersive experience for the user using two screens and This one we executed for Nissan in Thailand and some other markets for the launch of x-trail and kashkai where the the video The video spoke about the partnership with flash the movie and then once you scan the QR code You were taken to a website where there was a mixed reality experience where you could see the car in 3d You could also check out the different features. You could picture yourself sitting inside the car as well You know using the mobile screen so again very very immersive experiences and great opportunities for us To tap into you know the possibilities with the QR code now I spoke about 3d out of home earlier and these billboards are Very eye-catching and a lot of brands are jumping onto it because of the experience that it delivers in the outdoor space And and the clutter that it breaks. So the best thing that you can do is take those experience to other devices So here is one that we're done for more than channel the Champagne brand in France So we took the creative from their billboard. We we got inspired by that and We got the same experience to come to a mobile screen. So this came in the form of a 3d creative and You know resulted in a great experience to the user and Then we also took it to CTV wherein again. There was a 3d effect which was added to the video and the results of the campaign were really really good in terms of In terms of ad recall So we are absolutely in a great position to deliver an omnichannel optimization so which you know building out optimal fit for the platform and Using the creative across multiple touch points through engaging our studio team so just to summarize So combining mobile and CTV has significant effects and we need to optimize for attention Across channels and that will deliver better results and teach studio, which is our in-house studio team can deliver all this To to clients at no additional cost all we charge for is media and all these creative optimizations and research they come to you as a value add and So we are able to create seamless brand experiences across multiple touch points so So yeah, I would really encourage you know all of you from Denso our clients to use our creative workshops so that we can present and and Present what we can do for you and and incorporate our data insights and AI to ensure the best campaign performance Are there any questions great. Thank you