 Can you hear me? It's great to be with all of you today. As the introduction said, my name is nithin and i look after The marketing function for monolees india. I have been with the business for 20 years. Almost all my working life, the only company i worked for. I'm happy to share with you the topic for discussion today Which is how we at monolees india marry ideas and technology For brand building. Before i talk about that, a quick look at monolees Which is a global multinational company. Our purpose is to make snacking right. In india we have been there for almost 75 years and creating Moments of joy. Most of you, if not all of you, would have interacted with One of these brands. Whether it is to gift a Cadbury or to have a sale Or to have an oreo or to have bonvita. These are brands that are very well entrenched with the Indian consumer. And what has really helped in us getting to this place is The way we have been able to build strong emotional Connection with our consumers. And that really starts with having a very strong purpose At the heart of each of our brands. Each of our brands has very strong purpose and that's where it Really starts. And this just gives you a glimpse of a few of our brands and What they stand for. So daily milk or celebrations, those brands are really About generosity and inspiring acts of generosity with Everyone. And our expression is In fact, as a broader platform, it's something that we Have been on for almost 20 years. So really sustained behind that. If i go to the next brand, which is silk, and that is really About its position on romance. A lot of silk actually gets gifted during valentine's day. So no surprise there. And then on five-star, you know, five-star's purpose is About inspiring the youth of this country to not have FOMO. It's okay not to participate in everything. And it's okay to do nothing. You know, when it's appropriate to do so. So what i really wanted to start, therefore, was with this page. Which is to say that even before we come to technology and Ideas, what is really, really important is to have a very Clearly and well-defined brand purpose. That is really important. What i'll do now is, you know, just share with you A few case videos on how we have been able to bring our Purpose to life through innovative use of technology. I think one thing that you will see, which will be common Template in each of the three case videos that i'll share, Is that you are really starting with a strong, really Starting with a clear brand purpose. And then you put an idea on top of it, which is your Campaign idea. And then finally the magic is in how you are able to Bring the purpose and idea to life through innovative Use of technology. That is a simple kind of template in the framework, you know, That we have. And celebrations or dairy milk, as i was saying, Is positioned around generosity. And here, you know, the idea was really after covid. We were seeing a lot of small retailers were actually Struggling to get back to the business pre-covid levels. So this was actually an act of Cadbury generosity to Help the small retailers. Let us play the case video for you here. Big businesses and brands that suffered during the Pandemic found their way back. But the smaller stores still suffer. This lockdown has been a real tough phase of my life. I mean, i have seen bad days, but this was the worst. Last year we helped small businesses through Diwali. So this year we decided to bring it back. Presenting, not just a Cadbury ad. This Diwali, we helped hundreds of small businesses By making India's biggest brand ambassador be their brand ambassador. This Diwali, you are also going to do the shopping With the fashion of our Emporium. And then Empire Footwear. You must have heard the name. Our stylist, Shashma. The next one is from Heaven Eye Optician. Siddhi Vinay from Electronics. Buying the latest smartphone. Or taking a selfie with your mother. What are you doing? Did you bring the sweets? The one near us, Roshan Kirana. You also take your sweets from there. We used machine learning to recreate Shahrukh Khan's face and voice To take the local store names in the ads. This Diwali, you are also going to do the shopping With the choice of fashion. The next one is from today's fashion. The next one is from Royal fashion. The next one is from MK Clothes. The next one is from Laxmi collection. The next one is from Kapro. Different versions of the same ad With local store names were targeted As per the pin code of the viewer. Showing them only the nearby stores. But it is impossible to cover all the stores. So we gave the power to the people To create their own version of Not just a Cadbury ad. Any small business owner Could promote their stores Through their own social media networks Like WhatsApp forwards And other social media pages. It is Shahrukh Khan selling your store, man. So if you are a small time retailer or a merchant What an amazing thing to have. Cadbury ad is an ad campaign that has gone viral. The name of the ad was In the Diwali ad of Cadbury celebrations. That's not all. The campaign went on to over-achieve the objectives And set new benchmarks. People took to social media To show their support and extend praises. We crossed the benchmarks on YouTube ads With over 60% higher engagement And over 90% on Facebook ads. The campaign received the highest ever PR coverage In over 110 publications. The campaign showed an overwhelming response With results which went beyond plans and expectations. This propelled our business to newer heights Unlike ever before. Supporting small businesses Helped Cadbury celebrations Transform itself from a gift box To a brand with the largest heart. Cadbury celebrations Not just a Cadbury ad. So, you know, if you see, like, you know, I hope you got the drift of what I was trying to say earlier. You really have the purpose which is What's driving everything, which is the Cadbury generosity. And then you have the idea sitting on top of that, Which is, you know, helping the small retailers. And then finally you have the machine learning technology, You know, on top. So this actually won a can and has won a lot of awards In different award functions. In fact, India was kind of the year at both fb's and mv's this year. So again, great recognition of this piece of work. The next one I'll share with you is on silk. And as I was saying, like, silk is positioned on romance. How far will you go for love? And here the idea was that besides the chocolate bar itself, Could we offer another way for, you know, our younger folks To express their love to each other. So this is where the idea of silk secret messages come in. I'll play this case video for you as well. In India, teenage romances are frowned upon. Making most romances secret romances. Enter silk secret messages. This Valentine's Day, silk helps young lovers To express their love in the grandest way Without the world finding out. Simply scan the back, write them a super cute message And share the link with your loved one. When they point their phone at any silk ad, Our AR will turn it into a secret message for their eyes only. You can see your secret love message all over And no one else can. 500 silk ads. Young lovers exchange over a million secret messages. Everything. And you've got the idea of how you let, you know, The teenager express their love. And then you're using technology to actually bring it to life. The final case video I have is on FISTA. And I spoke about the purpose of FISTA, Which is to inspire the youth to not have FOMO. You know, it's okay to not participate in everything. And this is actually interesting. Like I spoke, I shared silk case video, Which was around the Valentine's Day occasion. So this is also Valentine's Day. But a very counter-culture take on this. That it's okay. I mean, this is, well, everybody is celebrating couples On Valentine's Day. FISTA is celebrating singles. It's okay not to celebrate Valentine's Day. That's the idea. And then you will see how we have leveraged technology To bring the purpose and the idea to life In a very engaging way. You want to do nothing in peace when you realize Today isn't any other day. It's that day. You could look for a quiet spot. But so are millions of couples. Introducing the five-star mush detector. A map that tracks where couples are buying The usual chocolates for each other. Where they're likely to go with them. And what they'll do. And processes that data with unimaginably sophisticated AI. You see where all the mush is. And it's now on every phone. So you can escape the mush. Meet them to the quiet spots. And do the best thing to do on Valentine's Day. Eat five-star. Do nothing. Scan the back to get started. Escape the mush is really the idea here. We always have, you know, the banter that goes on Around Valentine's Day between our silk and ice tart. In fact, Ashwin knows where he looks after the silk brand. So, you know, he knows about this. So, as you saw, like in the three case videos, And I'll just bring it home for us. Really, I would reiterate what I said at the top. Which is that it's the heart of it is getting to clarity Around what the purpose of the brand is. You know, it is not as easy. I mean, I have to really go deep into who the consumer is. What are her motivations. And what is it that appeals to her. What is relevant. And so on. So, I think that once you get the brand purpose that really Provides the tailwind to everything else that you do. And what sits on top of the purpose is the idea. And here, again, I think there's a lot of insight work that we do. So, you know, if you see all the three ideas, there was one around Helping the small retailers. Other one was how do you let the, you know, the teenager Express love. And then finally, this whole Escaping the mush. I mean, all these ideas have come through A process of really spending a lot of time with consumers And understanding what is it that's important to them. But then technology is sitting on top of it and bringing these Ideas to life in a very, very innovative way. And, you know, that is what really appeals to people. Because you need this is giving us, this is helping Provide that creative edge that will cut through with Consumers and make them and make them sit up and take Notice of our different campaigns. So, that's all I had to share. Hope it was helpful for you to understand how we at Modernity India bring the ideas and technology together. And both are important. Technology comes. Technology is important, but the idea, it has to start With the purpose in the idea. So thank you very much.