 Well, let me start by saying The future of advertising in India like everything else in India is Fantastic You couldn't be in a better place today in the world Then in India for almost everything the issue as I see it is whilst the medium-term outlook and the long-term outlook for Advertising in India is fantastic as we heard Shantanu say. We are a under penetrated economy in Almost everything if you take advertising Advertising as a percent of GDP Amongst the lowest In the world so I'm not entirely sure but I think some years ago when I have seen it Bangladesh and Some neighboring relatively poor countries also have a higher Advertising to GDP ratio So there is no doubt that the future is very strong However, if you ask me about 2024 I Think there are some headwinds That are going to sort of constraint us. I mean as I mentioned in my talk We now live in a global economy and whilst India continues to be a bright spot And you know everybody is looking at India for investment and growth given up population and the bulging middle-class I Think the reality is that we are living in an uncertain world So many countries are going in for elections including the US So many nations have got disputes There is inflation So there are there are sort of multiple Issues in different corners of the world and I think all that Does in a way affect India. So from that point of view I Think there are some concerns. It's because of that That I we have come up with a I would say a subdued forecast of 12.2% growth in 2024 now You need to see this growth against the global growth For example, walk estimates that global ad-ex is going to grow at 8% So we're definitely 50% higher Then the globe But the reality is that if you see the last many years Our forecast has always been an actual numbers have always been many times the global forecast for perspective in 2023 The US which is about 31% of the global market grew only 2% The top 11 ad-ex markets also grew only 2% compared to that last year. We have grown 10% so I think As I see it I Think the one disturbing thing as I see it is India incorporated Is not yet fully Convinced About the long-term power of advertising and how it It's probably one of the few resources they have that can Assure them of long-term sustainable profit. I think See a force a lot of them are under the mistaken belief that The stock market, you know looks at only quarterly profit. I Think that is not true. I think Investment analysis are now quite clever and abreast of the fact that If top-line growth in a company is not good Only its profits are growing then Actually the future for that company is not very strong or not very good and I think analysts recognize that Unfortunately, there's not something that I believe See a force and CEOs have not fully recognized that I'm sure with time They will recognize