 So, yes, TV drives brand metrics in this age of multimodal consumption and I think really the competition in terms of spends is between three mediums today. One is TV of course, which is the highest, second is print which is the second highest and third digital which is climbing up the charts far faster than what one would have imagined even five years back. So, why do I say this, but before I say this I just want to spend a little bit of time. My career in Hindustan Leavers was there for almost a decade, moved on to a completely new world of startups at BigBasket and over there I was part of two fundraisers that happened the first one with Bessemer and the second one with Alibaba and then moved on to Medlife and now again in the middle of the first fundrails that Medlife will do. So, one thing that has come to my notice and one thing that I have realized which is so dear and so precious is that the brand equity, the value that the brand commands is the single largest portion of any valuation exercise right and how important is that 37 percent the single largest item in any valuation sheet is actually to the brand and that is why moving brand metrics is so important and that is why it is the obsession of every brand market here to actually build this, but the startup world is what actually got this to my notice in a very stark way right and what do we typically follow and chase after in terms of brand metrics as brand managers later on CMOS and so on. First of course salience, all of us wants to have Tom's scores that are like the highest and completely rocking through the roof, all of us want to at least have the best in terms of spontaneous recall too and these I have found over the years being very very strongly correlated to sales and business metrics right and of course consideration if you have high salience your consideration will be high unless you are a shitty product right and are there in the news for very wrong reasons and then finally the other metric that every every brand every brand owner and did I have coveted for throughout has been differentiation who doesn't want to be differentiated and own a sweet spot in that customer mind which you know they go into eternity with so yeah so the first part that I wanted to make clear and absolutely clear over here is when I say TV drives brand metrics I am really talking about these metrics I am talking about equity that drives valuation I am talking about the salience and consideration that drives sales and business revenue numbers and finally differentiation that makes the brand a legend right I am going to quickly move to the boring slide but bear with me while I very quickly cover it so some data validation as to why I believe TV drives brand metrics first one media consumption obviously the highest share 59 percent and then you have digital following a following with 30 percent and increasing second one is the number of advertisers the stop on his TV and that's why the numbers aren't visible but 12,000 brands advertised on TV compare that with a million plus on digital which do you think will get better recall right obviously the one where there is less clutter and more importantly if you were to actually and this is a hypothesis this is not the truth I don't have the numbers but if you want to look at those 12,000 brands that are actually advertising on TV today they would be most likely spending at least two-thirds to possibly even 80 percent of their budgets on TV it is the brands that cannot advertise on TV given that the initial outlay over here is pretty high you can't do with you know one like budget on TV who will not feature over here but for the brands that do advertise on TV bulk of their budgets and spends go on to TV and that tells you why they are making these choices right trust in messaging this is the Nielsen survey not very recent but this was done sometime in 2016-17 but it says that TV in terms of trust is forth coming after the first one which is word of mouth I trust much more in what somebody else my neighbor my family my friend tells me followed by print ad which is at 71 customer reviews online is 70 and TV is not too far off it is actually at 68 percent compare that with the others print ads so print editorial is at 71 but print ads is actually at 63 right so it also shows from studies that TV is the one that will drive much much more trust in whatever brand messaging that you're going to bring about and lastly reach in India it reaches about 835 million people which is by far the largest and a simple metric or a simple truth of marketing is as a marketer I will put my money in that medium if I have the monies that gives me the largest reach so yeah if I have to build my brand amongst the masses TV is where I will go but all this having been said and done and this is also coming from my experience back in big basket when we wanted to actually explored the market and we had tried it for quite a while with just being digital only and print digital and print is what we were using for the longest time but we when we wanted that leap when we wanted that step jump to happen it is TV that we went to and it indeed delivered and I can say the same thing for med life over here we were for the longest time for three years in our existence a digital only brand sometimes using print and in 2018 mid is when we started using TV and it has indeed been one massive jump in terms of overall business in terms of metrics and indeed in all the attention that we've gotten so it has empirically also worked for us and this is what I want to basically put on over here but there is one change if I have to go back to my levers days and now with the entire startup e-commerce ecosystem only TV will not work right so it will but it will and should be the lead medium because nothing else drives it the overall those metrics that I talked about much better than any other medium that I have worked with so far so it's all empirical and exceptions prove the rule I know a lot of people will jump up and say key but oh so what about Red Bull oh what about some other brand some Lulu something that they talk about and they prove the rule you can't you know use exceptions and sake if I know but this doesn't really follow the rule for me this has always been the axiom that exceptions prove the rule rather than set it the other way I just have one more slide and this is really because this is a forum of a lot of broadcasters and this is also forum where you have advertising platforms over here I want to leave this thought with you guys which is you know and this is something that also happened in the panel discussion some things have to change right and why do they have to change again coming back to being a brand and a brand custodian we rely on customer and customer insights and try to really understand them this is also you basically trying to understand us who are really handling handling companies and brands and categories right we are getting very very used to the kind of targeting options and metrics and measurements that digital gives right and therefore if pardon me there was a gentleman here speaking about bark and how bark has the highest sample but the point is yeah they'll make more right we have become used to and are slowly starting to want more and more of that TV is not at all an option for regional brands barring south and even in south it has to be something that a brand is applicable for the whole state right if I want to do something in only Richie if I want to do something in only Hoobley or if I want to do something in just Mughals are I I can't do it with TV one of the things that I hated about TV advertising while I was at big basket is big basket is only there in 25 towns right or then 25 cities in the country but my advertising would reach to a vast number of people outside of these 25 cities and I had no control over it and I couldn't even do anything about it right so it used to be pretty upsetting that so much of money was going out and to a whole set of wrong audiences and we would love to see some very creative buying options being presented to us as marketeers and once you start doing that because you you compare it with the other world there are so much there is so much more innovation whereas I don't see that quite happening over here it is it is one thing about talking about ears and CPR fees and the other ways of buying but let's let's get a little creative on this medium to because in general that is a trend to which people are going and it would be great to see TV also come and present us with various creative options as much as the other medias are doing and that's pretty much it that's why I believe that TV builds brands and drives brand metrics in this aid of in this age of multimodal consumption. Thank you.