 Good afternoon and a very warm welcome to all of you. The hall is fully packed. I think we should have a huge round of applause for ourselves. The scientists say that human brain starts working as soon as the person is born and continues to work until you speak in the public. So I'm a bit nervous, of course, but we are here to listen to the fireside chat with the fire brand leader, Sharad Chandra, industry veteran, and who does not need any introduction. Our topic today is combining the words of connected screen and DOH. Sharad, the OH industry, you know, has been ideating and reinventing itself, you know, for a very long time. And it has undergone, you know, major transformation as well. And DOH particularly is getting a lot of attention, you know, because I think it combines the perks of digital marketing in the real-world impact, right? So we would like to understand from you how much progress DOH has made over the last decade. Oh, well, so that's a tough question, but thanks to, I think, Leticia, Rajeev, and Ajay a little while earlier, many of the facets of digital OH and what progress it's made have been wonderfully, let's say, amplified. So the first point is, is there been movement, tremendous movement? Is it all in the right direction? Ajay has cautioned us saying, listen, you have kind of made lots of right steps, but not necessarily enough or enough in the right direction. So while he's been very, where's Ajay, I think he stepped out. He's been fairly schoolmaster-ish and harsh in the assessment of digital OH, it's saying we are at 0.1 or 0.2 on a scale of 10. I'd like to believe, I think, for a young industry which has always been on the fringes of marketing investments, so to speak, I think the industry has done fairly well for itself, certainly not eight out of 10, but certainly not 0.1 out of 10. So I'd probably say it's more close to three or four out of 10. So that's the kind of progress digital OH has made. We are, of course, extremely, or I would be very nervous or anxious about the lack of clearly articulated norms, standards, and practices for digital OH is leapfrogging, as we can call it, into the next level. And I think that is where a lot of work is to be done. Yeah, fantastic. And do you think that this success has actually helped to gain acceptance from the mainstream digital media industry? So the good part about adding digital is a prefix to any initiative is it has a lot of early adopters. So you will have virtually anyone and everyone wanting to do digital and labeling anything and everything as digital. So therefore that part of it is solved, saying that will people want to do digital? Yes, will it be the right kind of digital? Most likely not. Will it give the kind of benefits ROIs that marketers and investors expect even lesser? So I think that's where the who's who of the Indian marketing and OH industry are here, people. I see Numi here, I see Arminio here, all of who have seen I think three or four epochs in OH advertising over the last five decades emerge. So, you know, we have the brain stress, we have the people who have shown us how you can tame the market, how you can leverage the entire, let us say tailwinds and also many of us have the bruises of trying to do so to share and therefore I think that's the best cocktail you can get for the way forward. Yeah, true. Sure, how crucial audience buying is in the current media landscape, especially the idea of singular brand journey on multiple devices? So, the simplest answer is if you're not, if an investor, which is a marketer or an agency or indeed a media owner, is not speaking the vocabulary of audiences, then they are a dinosaur. So they will kind of phase themselves out either on their own volition or the market will phase them out. So, there is no choice about not speaking or indeed delivering audiences. The challenge comes in in trying to make sure that the audiences that are being delivered are in a way monetizable and in a way for that to happen, there should be a clear standards, whether it is measurement or numbers on quantifying data and then the quality of that data. And that's where I believe that when I was very heartened to see, I think Le Ma earlier on saying that it's the omnip channel partner for getting audiences on the investor's radar. And I think that is the kind of, let us say, insights into the market that makes us feel, okay, here's a good way to go forward and that's where I see much of the progress happening. So how do you see the future of DOH and connected screens evolving in India? So I'd like to believe you don't have a choice but to evolve DOH. Now, whether it will evolve in a manner that is federal in nature or national in nature. So in India, everything is federal in nature. So each market, each micro market is going to be doing something which hopefully will delight us, but there will be many instances which will simply horrify us. And I think the anxiety of the things that are likely to cause us horror will be far lesser than the, what, the cliched word is the jugard mindset which is likely to deliver some interesting innovations. I would want to caution us all saying whenever the regulations, standards, and practices are coming in, we should ensure, this is a unique small window we have wherein if we can get the right standards and protocols and let us say measurements in place, it helps capture the value to all legitimate players and it ensures that that entire value that is getting captured and being delivered to the legitimate players, be it the media owner who is investing in the digital assets or indeed the media or the infrastructure owner be it an airport or a metro or a municipality to extract their fair value for it and not be overly swayed by one-off players who come in and make sure and try and muddy the waters with some very, very difficult, so to speak, value propositions. I think we have that unique opportunity here and I hope both the gray hair as well as the steroids around this entire forum will make sure that that kind of capturing and sequestering that value happens. Very crucial point you made. Sherith, I would also like to know what kind of unique advantages do emerging media platforms offer like retail, OH and connected TV? Yes and no. Yes, because I think Laetitia's data showed that, but not just for digital OH, but I think if I'm not mistaken, almost a decade and a half ago, one of the largest, let us say unsung heroes of retail media was in-store radio and I think Walmart had a business division itself which had in-store white label radio and I think that was contributing to almost one and a half or 2% of their annual revenue. And that was always all about brands in Walmart advertising in in-store radio. And so quite naturally to see the evolution of, whether it's in-store radio or in-store static posters, now evolving into in-store DAOH and in-and-around retail outlets DAOH is I think a very logical revolution and it's, this is I think a great example of how a business such as I think QVD has been able to bring in systems, processes and technologies and capture value and therefore deliver back to all the stakeholders be it the marketers who are advertising, be it the agencies which are helping with that recommendation and of course to the shareholder who have the media owner which is the whichever retail outlet is there, they are getting able to sweat out a lot more value from something that was earlier a dead space. That's it. Yeah, our best wishes to the industry I guess and now we would like to have a rapid fire round. Why do people call you shirt team? I know, that's a tough one. I haven't found the answer but if anybody knows it I'm happy to take this. Your favorite OH or DAOH ad? Favorite? Most favorite ad. Oh, favorite OH ad, that's it. Oh, I think the one that really sticks in my mind has been the British Airways one which was done with in UK, in London on the kid chasing the airplane. I think that's probably the most iconic one. How many remarks, Bill Billboards, that you have seen today while on the way to the auditorium? Oh, okay, the good news is I saw quite a few, the bad news is I saw quite a few vacant. So I'm not sure whether it augurs well or not but there is a story that is happening and I am hoping that we're all acutely sensitive to it. Have you watched any movie after spotting an OH ad of the film? I watched a movie, I think more OTT rather than movie. So almost, thanks to I think Netflix, almost my entire viewing of Netflix is determined by what comes on the Billboards and the OH ads. Oh, that's great. And the most humorous person in the OH industry? Most humorous person in the OH industry. Oh, I think every one of the media owners their ability to smile through everything that they are facing is I think the most humorous set of guys you can think of today. Yeah. Thank you so much, Sharad, for giving your time and sharing your valuable views. Thank you.