 Thank you. Good afternoon. It's a very generous introduction. It's the kind of introduction that my mother-in-law would have liked to hear, but never believe. God rest her soul. I think the queue here from just the way the room is laid out is an exchange for media wants to go wide, not deep. And I think broadly that's what I'll do in my presentation as well. I was flipping through this excellent report and I was telling Naval that my presentation is more or less a formality now because if you really want to go through what I have, you might as well read the report. But I've been around the block a few years and almost as old as I remember, wanted to give a dinosaur as a pet before they went extinct. And when I joined the Sun Leaver 24 years ago at that time, everybody in the room knew what marketing meant. As a placeholder, everybody had common knowledge of the subject matter. Decision makers were more proven and experienced. That's the difference. With the rise of programmatic advertising, that changed. And it changed in the sense that the decision makers still had to look very educated and they got it. But the pace of technical evolution was such that in the last 10 to 15 years, probably by the time the conference ends today, something new would have popped up. And so basically it was a very humbling experience because the junior most folks in the room usually know best. And that's not how management hierarchies work, that is not how marketing hierarchies work. Nevertheless, like I said, I'll try and keep it wide. My experience is across many sectors. I have spent time in CBG. I went to Alcope for a while. I was in payments with Visa. I spent time as CMO for Star Sports. Last two streams I was global head of my Royal Infield. And now I had a 60,000 crore business start-up commercial vehicles as CMO. As my wife keeps joking with progressing age, the only two verticals remaining are insurance and pharmaceuticals. I guess at some point in time I might get there as well. My intention is not to talk about programmatic advertising because as I said, every one of you probably knows it. The report has it all. But I think as practitioners we fall into a common trap. And that trap is that we start looking at it from the vantage point of what's in it for me. So the near horizon is not to anybody. The second horizon is rarely known to anybody. And the client and partner dialogue tends to become fractured. Because as somebody is sitting in the panel, I want this one sales, the next one's projections. And I won't say the tragedy, but the complexity with programmatic is that there is data and there is jargon. And so basically when in doubt, they open up an Excel sheet. And then he's like, oh my God, I'm creating data like that. So what do I do now? In my present business, we span a very large set of verticals within commercial vehicles. So if you're buying a pickup or a micro truck or a mini truck or a van, it's very different from buying a construction machine or a heavy truck or an intermediate carrier or indeed a bus. So it spans B2C, B2B and B2B2C. And in all endeavors, we are making accelerated progress when it comes to programmatic advertising. I think from my vantage point, it's more important to share how that impacts my advertising per se, not in terms of just the efficiency metrics. Thank you. And I think that it's a race that's never over. So conventionally when we used to do, like I said back in the day when I started life, there was a script, there was a 30 second ad, there was a campaign and then this 360 thing around it. Everybody had that hub and spoke kind of a chart. Campaign got done, launch got established, move on to the next thing. Unfortunately, that doesn't work anymore. So what works is how progressively are you thinking about, like I said the second horizon and that's an inconclusive debate. Where do I go? So, you know, advertising works. Advertising works a great deal. I was in Qatar day before yesterday for the Argentina-Croatia match and I felt like I was the richest man in the world because I had tickets and everybody I was meeting outside Lucel's stadium was advertising for their need for a ticket and they were quoting amounts which probably would have pasted my provident fund that I said, you know, okay, fine. But my son would have left and gone away. So I had to go and see the match. It was a good match. The good news here is that advertising is shaping up like a bouquet and there are variety of options that people exercise. The problem is that everybody regresses to the average and the average is the data that's published everywhere including the report and it's a responsibility that they discharge. But the average has a full spectrum, right. So there is the extreme positive outlook and then there is the very perverse negative outlook as well and everybody tends to look at the average and, you know, beyond. We are a hopeful country. We are a young country. Everybody thinks, there is a chai over but then when things don't work out quite well which is why I would like to spend some time as we go ahead on what is the important part in terms of the planning exercise from my standpoint I think generalize and I would say, you know, plans are useless but planning is very important because, you know, the sooner you actually start engaging with the realities of the marketplace, the plans all change but if you have a planning mindset and if you look at data from a planning input standpoint rather than a functional, you know, execution standpoint, the perspective will be very decent. So just the good news is that India is growing. We are assuredly the highest growth ad market in the country. I was reading the report and I thought, oops, my figures might do 1 billion up or down but usually up is a good news. The positive aspect here is that there is a lot of headroom when it comes to programmatic advertising. I think the conviction levels are high. Execution detailing is relatively mediocre across the board. I think the perspective will open up further and somebody in the previous panel was saying times are going to get tough. I think India is the only 1 trillion dollar and above economy that's growing at some point in shape of 0.5% plus or minus but it's growing at roughly 7%. Which means every 10 years India will add another India to it. And this is a country where 40 crore Indians are less than 20 years of age. Nowadays when somebody calls me uncle I don't mind. Everybody is calling me uncle nowadays. Every trillion dollars of GDP that gets added changes India. It changes India in never before seen ways. People's response to brands, their practice in terms of what they buy, how they buy. And we have seen that change even in commercial vehicles which was considered to be the bastion of below the line advertising, below the line promotions. People want to get a feel of the vehicle. They ask people it's a running shop on wheels. People did not think that online transaction would become a reality. And I'm happy to say that in the last one year we've got to a level where almost between 12% to 20% depending on our subcategories where effectively 4 large companies within the company it's happening purely through digital means. What happens next? This is basically my money chart after this you can go off to sleep. If you're executing against a data opportunity that is your definition of programmatic. And if you take the conventional but in my view a slightly myopic or even narrow view where it is a machine or an algorithm or a program that decides what to buy, when to buy and where to show then I think that's a constricted view of the opportunity. But if you look at it as a way to execute on all available data if you're looking at it as data strategy first and then mirrored uses of it, one of them is more efficient, more return efficient, more spontaneous, more activated, media buying, then we are talking about a very different set of opportunities and challenges both. So I'll try and cover some of that. The world has changed and in the last one year we did three significant launches. We did Ace Electric Vehicle, it's a mini truck, it's called Chhota Hadid. We launched an electric vehicle version of it largely for captive users, Flipkart, Amazon or other large customer orders and we pre-announced 39,000 vehicles even before the first one rolled off the assembly line. In every market of ours, in every vertical that we operate in there are customers who are also owner entrepreneurs. So the driver who gets you your LPG cylinder or the newspapers to your doorstep or the bricks in which your house was made or your children go to school, everybody is actually driving a business but they are taken abled. Last week Siddesh and my colleagues in the room, we were in Jaipur and we went to an industrial area and out of curiosity I was asking them what phones did they have without exception all of them had smartphones and they had things like BBC News which you know shocked me because it rubs against the conventional stereotype of a person who is driving a daily loan operator for a mini truck. Now in the last one year in all of these launches we have gone aggressively or negatively purely online so a jagrat may have been a part of the mix and entity.com may have been a part of the mix and I think this constriction in terms of one or two platforms in providing the earth is not going to happen in India it may seem like that already is changing and if anybody is in doubt globally as well look at what happened in the world in the year 2020 right after Covid where everything was boom and now across the world it looks like it's falling to gravity and it's going bust. But I think we must have a local fit to solutions and the reason it's important is not because I'm trying to communicate in the right language or in the right context it is because the data stack itself changes when you cross borders even within India. Andhra Pradesh is very different from Bihar Bihar is very different from Jharkhand and the applications that we do with Jharkhand may be a major mining state I may be selling tons of tippers and key account management becomes a focus there go to Bihar where lots of first time users and intenders who want to just get a vehicle because they're not getting viable equipment they want to run a business and earn a living out of that so the way in which you approach this data an intender is not an intender they're very different background and context and this is something to celebrate where India is concerned right? So from a platform standpoint this is basically what the program is I may have done a bit of shorthand here but if you know the features, the inventory you know if your text stack is ready and if you are conscious of data full knowledge of data is impossible I'm forgetting the name of an Argentinian also who wrote the slimmest novel, I think it's one paragraph it's called something Lhasa and shared of the science of maps where he says you know I want to go deeper I want to go deeper, I want to go deeper till the descent to the flat earth and they say this is the world around me you have to lift up a little bit and get that perspective because the real world is not a map so if you have the features the inventory, the data and the algorithm then what you must do on the planning side is what I put on the other end of the chart is what is your inventory quality who are you doing business with what is the way in which you balance the organic and the inorganic which is often lost because of this rush of you know jargon and his data and the compression that marketers feel in the short term because of the pressure, the evidence which our data supported is that subsidizing creativity on the other end creativity now is an unfashionable world again I am revealing my age then how does it matter you have to have the right time the intender has to be able to click through but click through to what and what is the idea that you are having that against and is it going to build a taller structure in terms of the brand and in this entire magic where is your digital anchor is it your website, is it your social platforms is it e-commerce sites are there marketplaces that are going to become important and its like juggling with many balls in the air but people tend to believe that whatever works for my sales results whatever gets me the most efficient leads whatever gets me the most efficient conversion is best and then you realize three months down the line you are looking at the rear view mirror and the scenario has completely changed and in our lead generation exercises we find that the plateau comes time and again its like a cascading plateau its not one hump to cross every month so if there is a change in lets say the monetary policy changes by 25 basis points the interest rate the contraction that we will feel in people having liquidity or the availability of finance will dramatically change the scenario if fuel prices go up or down CNG versus diesel it will dramatically change the mix that I have to sell and so these things need to be factored on top of your programmatic plans thats the point I was trying to make I am heavily jet lagged and hence heavily nicotine and caffeine induced as well I am not jet lagged because of the time difference I am jet lagged because my son didn't let me sleep he wanted to tell me all about messy he was embarrassed that I didn't know enough and somebody will have a conversation with me right now this is the the tackling of the many challenges everybody knows this I think the average knowledge here is above above par you could all run your own programs so I am about to spend time explaining each but to me from a marketing ownership perspective the importance is what is the data plan and what is the publisher plan usually the practice and I encounter this time and again is the publisher plan first the data plan second because people in turn are buying inventory they in turn have handshakes with a number of platforms I think from an earnestness perspective you need to change that equation you need to look at all the data I mean everybody has spoken about the imminent sunset on cookies and the privacy curtain when you come down and so on and so forth but that to my mind is a matter of specifics I think the generality is more important what is the data with which you can make actionable outcomes happen and if you understand your data nowadays they have a zero party data as well but at least first party zero party whichever party it is are you in the party in the first place that's the important part then are you able to take that data and marry that third party data as overlaid and then come to this another slightly unfashionable word nowadays which is actionable insight the number of times if I earned a dollar every time somebody confuses a fact for an insight I would be neck to neck with Elon Musk almost because they mouth facts and they taunt on that to be an insight but if you don't as a client if I don't have a clear view of what my customer intention is if I don't know who my customer is then any amount of buying data or you know overlaying third party data on my data will not help me so I think the responsibility much more than the partner much more than the entire attic space put together lies on big or small you may be but are you consciously thinking about your customer because like I said in our business the reality changes in a matter of days and yet the momentum is such you see let me give you a perspective if suppose I am a fleet owner with ten trucks versus I am a household with three shampoo brands let's say if I buy a fourth shampoo brand I am adding to the repertoire as they say but if I buy two trucks those two trucks are going to stay for a period of seven to ten years they will have servicing contracts they will buy spare parts entire generations of drivers will be trained on those trucks they will forever prefer that brand X versus another brand Y and so it's not only a matter of oh it's a good deal but oh you know what I was reading jagran.com and this banner ad and I clicked and filled a form and I am not belittling consumer products or FMCG which is where I began life but it's a very different dynamic as you cross different verticals within let's say the commercial vehicle space let's take the case of buses we also have actually to school they go in a bus there fuel efficiency and economy is one part of the mix which is important to the business owner but safety and security is equally important to me as a person who is eventually paying for that bus seat and selling to a construction machine and tipper it goes back and forth in highway construction time and again over the same journey but it's on flat ground if I sell the same tipper for mining it goes in an incline like this and so gradability and loadability is important now when I am making an advertising campaign I cannot get to that level of detailing when it comes to an interface which is done digitally and so what follows there after how I hand hold people and to a site how they get the full 360 view on how the business is going to be supported those are very important factors which are beyond just programmatic execution so I am not saying this is not important I am saying it is important provided the customer that is the client has that perspective I have already spoken about this it's an iconic brand called Ace it's a mini truck it's also called Chotahati it is a nation builder it is a category builder before 2005 when Ace was launched everything from a bullet car to a three wheeler was used for intercity transport last mile with the arrival of this everything changed but and honestly before I joined automotor I had a blind spot I couldn't see trucks after I accepted the offer when I was serving my notice every second vehicle on the road appeared to be a truck my father was not very proficient told me one day the moment you go to the company you get the news of Google man he didn't realize it was adaptive and therefore he was looking for that news he was throwing more when he thought it was because I was doing a great job I haven't told him the truth so we must build customer stacks around the utility of the vehicle provided in this case when we launched it was a huge leap forward because while Tata Motors exceedingly well in the passenger vehicle space for electric vehicles the way in which an electric vehicle works is dramatically different from the way which an internal combustion engine works first of all you're not sitting on top of that engine it vibrates less it's more fuel efficient in different ways the sensorials are different the charging economics is entirely different now if I'm not an intent if I'm never conceived of the possibility of buying an electric truck just interacting with that advertising is not enough so I have to dig deeper in mind where that possible opportunity including upgrades for example so then there has to be a CRM strategy that lives and marries the programmatic strategy in this sense right secondly there is no single data inside that is viable here you have to keep its public so you change the same set of data points give you different realities but then you must go to people dealer sales executives territory sales managers who know what's happening at the last mile and then bring that back into your the plan origination now another thing is programmatic for the most part is advertising online that's the way that's the shorthand let's say my bosses who are not in the marketing would understand it to be but like I said if it's about acting on a data strategy then a host of other things that you do we are big spenders on outdoors that's where our business is people who drive trucks around the roads doesn't require genius to figure that out they see the stimulus is all on the road of course they have a handle device and they are getting information there how do you marry this with their life on the road and by the way it's not only truck drivers there's a hundred billion dollar market in terms of brokerage there are fleet owners who are gigantic corporations and then again a two truck owner or a single truck owner they are consumers in their own right and across categories so there are opportunities for that stimulus to reach them we ourselves are looking to advertise on a fleet of buses including EV buses that we have sold to several municipal authorities, cities and governments so the advertising mix is programmatic if you take a wide lens view of it, if you take a narrow lens view of it then it's only about making people advertising more prominent and more effective so this is what we did like I said we've been spending a lot we got through a programmatic layer by layer execution on where to put the hoarding it's a simple hoarding if you go to tier 4 town they'll probably be the most prominent prominent city center and then the whole town grows around it in metros the realities are very different what we are doing is every road is not the same road where is the concentration where is the economic activity for example in Bombay the outer city is very prominent when it comes to warehousing and places like Diwande like Bunwell, they are major hubs for transporters and so if I put a smart sign on Marine Drive near Kafe it's not going to be a great deal for my business and intuitively you would understand this but where exactly are the toll knackers where do people go to get CNG this kind of information overlay helps both accurate placement but also rapid execution because you know they need to go and which we are working very aggressively influencer videos and that also we are selecting from a leader board more or less programmatically when I buy a truck I look at everything I look at what's the cost going to be how much finance am I going to get what's my EMI payout if I am the driver, if I hire a driver what's the cost tire pressure somebody is making a joke about tire pressure a very very important and significant consumable probably the second most important consumable after fuel so if my tires wear out fast I am not making as much money on my lifetime and of course the safety angle where you know India leads the number of fatalities of the road these are very important features for us but what we are doing now with influencers is in three tiers national influencers whom we select not only for their followership and viewership but also engagement views per video etc then what are they doing by way of comparisons who are they talking what is their language, what is their editorial style we don't prescribe that at all we are making opportunities for them to come to our service centers to our manufacturing locations to these trucking hubs and look at the effective life cycle of a product, talk about it make those comparisons why they are seemingly spec to spec eyeball to eyeball but over the course of a 5 year lifetime it can be very different and today you know digital and mobility are converging also in terms of telematics so one of the fastest growing areas in digital exploration is the digital twin of a vehicle you are plugged to every corner and sitting at a laptop they can know what is the root efficiency what is the driving behavior what is the tire pressure for that matter and several other things and so it's important to monitor these from a return on return on investment point of view but also to give you peace of mind usually with the arrival of a cell phone people who track and trace it's worked now and then they divide the total distance traveled by the bus to fuel and you get an average we do that with people being higher for driving our vehicles for example but there are so many layers on this that if we could select the right intention on these influences some people are experts at explaining mileage some people are experts or have built a credible case for explaining safety features there are others I got tire pressure so I am going to skip through these these are more possibilities I think we have regularly underestimated gaming for a country where like I said 40 people are less than 20 years of age and effectively 50 to 55 per hour smartphones I think this is important and it's waiting to happen on video there are variety of numbers I have this number I saw more or less the same number here if people are spending 4.7 hours on their cell phones an average that's humongous amounts of opportunity to give them more build association not only sales I like the idea of connected teams I think it also helps us to jump across and there is a very large affluent audience even in my business which is commercial vehicles and I think the monthly active users are way more promising and the lift we get is way more promising here I think I have already spoken about the technology one last thing on what we are doing further now people have spoken about omni channel realities I want to know exactly my consumer no matter where he is and where they may happen to be but the problem is within my lines of business there is a lot of cross visitation somebody is not sold and buying only a mini truck they may go up to a pickup if they are going to pick up buy not buy a 4.7 if they are buying a container truck why not consider one reefer where the integrated transport is booming so they are always in this sort of zone there is not exact point they are thinking in terms of budgets in terms of applications as we call them and so we look at cross visitation between lines of business we look at which products are dealing better conversions which products have higher page visits bounce rates of course are a reality that we know but at the end of it is all of this gives me more foresight more actionable insight into my customers now and we have found that generally speaking across auto, car trading mobility per se has much more actionable because for most people who own a truck and are making a living driving a truck it is probably their most single most valuable possession probably even more than the house they own house the fleet owner who may be 5000 crores turn over to like I said a mini truck driver the intent the degree of emotional involvement in that purchase is very high when I came here people told me passenger vehicles are very emotional perhaps coming from oil and fuel they said you know when you buy a bullet motorcycle it is a highly emotive purchase but commercial vehicles are not like that but I have learnt through one year of consumer work that is not the case if you go to the smallest villages and towns in India they decorate their truck you know there are sticker markets where they buy stickers to decorate who decorates their car with full matthi and stickers so there is a high involvement and many many many fleet owners never sell the first truck with which they make a beginning because it is basically raise them from nothing to something significant I am going to skip this this was an interesting case study about how France because airline delays during the summer they can help us was able to use that opportunity to sell their shows of different time durations we can see that later last but not the least the tough parts I didn't cover I just kept them as future easing but it is true that there is going to be more and more acute pressure on the responsibility for data not only data privacy but in both these jobs we look at global markets we know GDPR etc was a reality for a time across Europe and elsewhere but what's happening now is you have to be responsible beyond the current uses of data you look at the potential uses of data I think that's going to take a lot of intellectual energy you have to keep learning you can never rest on your current understanding there is a generational divide the younger people in the room have the capability to speak up because this is not like business as usual it's different, it's tech enabled and it keeps changing so I think there is a need for active dialogue I think there is also partner to partner conversations somebody mentioned about world gardens but I find the biggest world gardeners gardeners are in vendor partners they blink at you if you mention another case study or an example as if the other people didn't exist but I think there is a lot of learning that needs to be brought to the table smart job, why don't I do it why don't I get my client to do that and the last thing which I may have given you some evidence I am never afraid to be embarrassed because in my learning particularly when it comes to programmatic advertising or digital media per se if you are not willing to be embarrassed you are guaranteed to be embarrassed this is a truth of life so keep asking and in that moment you may seem dumb so with that I will close and if there are any questions I can take that now thank you