 Law, creative, operational, and business trends in the industries so as to help them further grow their businesses. Now, every year we at the Conclave, we narrow down on a theme that we think is going to affect the future. And this year too, the chosen theme is a Bahubali amongst themes. Marketer and machine, how AI will transform marketing. You know what? Computer scientist Alan Perlis had once said that if you spend one year with artificial intelligence, that one year will be enough to make you believe in God. Futurist Ray Kurzweil indicated that by the year 2029, artificial intelligence will have equaled human intelligence, and that by the year 2045, humans would have multiplied that intelligence. Human, biological, machine intelligence by a billion falls. In fact, I've read in the Forbes magazine that 53% of marketers across the world are going to adopt the practice of AI over the next two years. Need I say more? AI is here to stay. AI is transforming marketing. And marketers across the world are embracing AI and treating machines not as competitors, but as allies. Among the world's most important inventions, AI now holds its new place firmly. And that is why, ladies and gentlemen, this was the overarching theme of our conclave this year. Now, an event like this is not possible without the support of partners. We must begin by thanking our partners for the amazing support that they've rendered to us. We'd be lost in the woods without them. I'd like to thank co-powered by partner, ABP News, Aapko Rakhe Aage, Gold Partners, Nickelodeon 9XM Huxay, and Zerkard Digital Solutions Private Limited, Adem Ventures Private Limited, Media Reimagined, Knowledge Partner, Ekphai Business School, Associate Partner, Sakal Media Group, Print TV Digital Events, Strategy Partner, Luxure Media Group, India's largest integrated media company. Co-Partners, BTVI, Business Television India, India's premier English business news channel and Pitara Movies, world's first satellite Punjabi Movies channel. Gifting partner, Bio Ayurveda Organic Luxury, live webcast partner, 24 Frames Digital, and a warm welcome by our presenting partner, Denik Jagran, best in South Asia newspaper brand. It's the newspaper that trends every morning in India with seven career readers. Ladies and gentlemen, let's begin by taking a look at some of our partner films at the Eforum Conclave 2018. Our way of saying thank you to our partners. The president has proclaimed emergency. This is nothing to panic about. For the people of India, for the country, Shubhutan Narasaswari is here. Denik Jagran, step by step with Lok Tantra for 75 years. With our work, with our faith, just like ABP News has earned, the trust of 10 crore viewers of the country. ABP News is the most trusted channel of the country. ABP News, keep you safe. At Spotlight, our handpicked team of content creators and problem solvers specialize in providing such solutions. That's why our solutions designed across different mediums and networks are customized, focused, and effective, from creating unique branded properties to ensure brand integrations. We ensure that our solutions are effective and result-oriented, and that's how we help you bring the focus back to your brand. Spotlight. BW Business World presents a rich legacy of curated events that enable conversations on policy issues in India. Because of the state of our cities, we have no option but to build smart and resilient cities. Digital India is more for the poorer underprivileged and deprived. Covering a range of topics, BW Business World events look to create a strong narrative around smart cities, digital India, healthcare, Swachh Bharat, human resource issues, education, banking, and finance, among others. The world is fast-changing. Best practices are available now on the net. Because development in the whole of politics has become a focus. BW Business World events provide a speaking platform to the voices that matter. It has to do with the basic communities that we are building. The state of our cities and the state of our cities are a source of development. We believe that e-governance and IoT will play a very, very important role. BW Business World is an excellent exhibition platform that helps you showcase your services to the right audience. To be a part of our legacy, write into us at partner at the raidbusinessworld.in. 2018, ladies and gentlemen, I must share with you all that through the day ahead, we are running a Twitter contest. So please tweet away. We are looking for the most innovative tweets going out there and prizes will be given out during the day ahead of the handle. The hashtag you all know, hashtag E4M conclave. So get down to it, but keep listening too. All right. So opening proceedings this afternoon is a man I often like to refer to as a media model, a CEO, an entrepreneur, an eternal optimist, and someone who never lets me complete his introduction. Dr. Anurag Patra, ladies and gentlemen. Thank you, Gitika. Yes, thank you. I'm very conscious of the fact that we are running late and I know our keynote speaker, she's not very well, she did a long flight. So I really want to keep it short. First of all, it's an honor and privilege to welcome Ms. Tamara Ingram, the global CEO of Jay Waldo Thompson, the world's premier creative agency, communication agency. I know you're going, trying to go beyond creative and communication to our 17th exchange for media conclave, which is the finest collection of the minds from the business of media, advertising, marketing, creativity, and technology. So please give Ms. Tamara Ingram a big round of applause. We'll call you in a while in very shortly. Let me say what Elizabeth Taylor said to many of us who tell, I won't keep you long. I'd also like to welcome Mr. Ashutosh Srivastav, who really to people in media and in the communication industry, doesn't really need an introduction. He's the chairman and CEO of, for Asia, Middle East, Africa, regions, Russia and CIS. For Mindshare, somebody who's been part of the WPP group for a long time and we've seen his spectacular rise in the communication business. So please welcome Mr. Ashutosh Srivastav who's here from outside India. The holy trinity of marketing, advertising and media cannot be complete without a client, without somebody who believes in brand building and has lived the same brand for more than three decades. So we have somebody who's a business leader, who's a brand builder, who's making a difference to the lives of the communities that it's brand and business of. I'd like to welcome Mr. Aras Sodhi, who's the managing director and CEO of Amul. Mr. Sodhi is a very kind and humble man. Last but not the least, I see my friend Srinni who is really difficult to catch. I know he's big responsibilities. Every time I call him, he's going to New York, Singapore. He's off somewhere, so I'm really happy, I say it. I'm really happy. We try to get him to all our events, but somehow we've not been able to. I hope after this we will be. Tarun, Tarun stopped giving me lunch after a long time. I met him today, so I've wrangled a lunch from him. And somebody in our industry who really doesn't read an introduction, Mr. Sam Balsara, who's in some way, our industry has grown in the years that he has been an entrepreneur. So Mr. Balsara, welcome to the exchange for media conclave. My friend Sudhakar Rao and everybody else in the room. If I named all of you, I am sure we've reached dinner. I just want to say that I'm not an expert in advertising marketing media. I'm not an expert on anything. And you know, people who are not experts at anything become presidents. I've got my US visa this week, so I can joke about Donald Trump. So if you're not expert on anything, you do okay. I can only tell you that in the next five years globally, because today we're talking of machine and market here. We're talking of the role of technology in advertising marketing media. In the next five years, you take any forecast between a billion to 1.2 billion jobs will be redundant. So in three to five years in India, there'll be no KPOs. All of those would be done by machines. So how are human beings in creativity and communication relevant in the age of machines is something that Tamara will talk. I just want to say not just the business of media advertising communication, but every business, whether it's the farming business, the agriculture business through precision farming, whether it's the education business through digital delivery of content and a different kind of content is changing. I think we need to reimagine the future. We need to reimagine the present. And as I read in your interview with Tamara today, you talked to the fact that we need local solutions. And what makes me particularly happy is that for the first time in many, many years, the keynote speaker at exchange for media conclave is a women leader. You know, talent and capability is not gender centric, but it is good to have women leaders because it creates more icons. As I said, I won't keep you long, but I just want to tell you that we take the exchange for media conclave to Bangalore on 30th November. On the 29th of November, we do our Indian marketing awards in the Lira Gurgaon followed by India brand conclave. And last but not the least, this year's final event for exchange for media is the impact person of the year. We do it in the same venue, Tarzana Cruz, we have an excellent lineup of contenders and the honorable chief minister of Maharashtra is the chief guest. So I look forward to seeing you and I look forward to learning about media advertising communication. It's been many years I should know better. Thank you. And that was Dr. Anurag Batra welcoming you all on behalf of exchange for media. Dr. Patra, how are you an expert and not letting hosts ever introduce you properly? Yeah, just kidding. Okay, ladies and gentlemen, there are some people who make headlines. There are some people who make history. And then there are those very few who make both. Now the lady I'm now going to invite on stage to render the headline address of the conclave is someone who's made most. She leads the worldwide team of J. Walter Thompson, 12,000 employees, 200 offices, 90 countries. She is an active member of advertising industry organizations such as being on the board of the ad council and FE worldwide. She's also a member of the great marketing group of Great Britain. She's also a member of Women in Advertising and Communications London. She was awarded an OBE by Queen Elizabeth II for her service to tourism as the chairperson of a visit London. Now, I must tell you here that she spends a lot of her time and her resources to charity. She is a trustee of a saved children and the Royal Drawing School of London. I'm going to ask her, what does she wear? So many hats. Ladies and gentlemen, please put your hands together and welcome on stage the worldwide CEO of J. Walter Thompson, the Marian Graham. Very, very warm welcome to you. We're delighted you're here. Take it on. Hello, everybody. Can you hear me? I'm just going to check that the ticker is working. So I'm here to talk about the future of creativity, the future of creativity, particularly in the context of AI. And if you ask me the difference between human and machine, I never thought, certainly not five years ago, I would ever have to think that a machine, something such as AI, could replace what it means to be human in the sense of creativity. And I know we're going to talk about media and where creativity is placed and how AI can help with that. But I think the AI is going to ask us some fundamental questions about what it means to be a human being, what it means in the context of work, what it means in the context of democracy, and importantly in the business that I'm in, in what does it mean in creativity? And even though the first bit of the presentation will talk a little bit about AI, at the end I'm going to give you a point of view about what creativity, what I believe and we believe which A. Walter Thompson's creativity is all about. It's fair to say, forgive me, fair to say that at the moment we're standing at the edge of a precipice when it comes to AI and data. I mean I think it is so interesting that you've very, you've cleverly put on this conference because if you think the amount of information, the power that AI has, it is changing the way that we can teach people it is changing the way that our media is brought, it is changing the way that actually products are generated and that in the end will change creativity. You may not know that if you actually did the Google search which I did before I came here is that there are 4.9 billion searches for creativity and 4.2 billion for AI. I have to say I found that very disappointing given I'm in the creative industry that AI is becoming almost as important in people's imagination for creativity. What I find quite distressing though when you think about AI is people are very concerned because of the jobs, because of the unforeseen consequences what actually is going to happen. Is AI a friend? Is it a foe? When we look at Facebook and we look at what happened in the American election is social a friend or a foe for creativity? Is the information that AI have a help towards creativity or is it something that's going to dampen the impact and differentiation? What is it that enables something to create impact? Is AI on our side or is actually something that's going to have such terrible unforeseen consequences that it's actually going to take over the world? But my contention here today is that there is nothing new in AI at all. In fact, this is a picture of Pythagoras and as you know the Greeks and indeed the Indians and the Chinese for the millennium were very interested in logical thinking, very interested in the mechanics of thinking. And actually it's only since the advent of the computer that we were able to put all that great thinking together and formulation to create AI. But actually even a millennial they believed in golden robots. So none of this is new. What is new is the power of what we can do with it and therefore the power of how we can help it either help us with creativity or take away from creativity. What is it about creativity that enables it to be different from AI or is AI something that we marketers should use to aid our creativity? The interesting thing is that I like to believe that I'm very good at the Oscars. This is a company called Sworn by the way who did some extraordinary predictions. First of all, they didn't only predict that Trump would get in. They predicted his first 100-day rating. I don't know if anyone remembers the Oscars but I thought three billboards would win because I took what I thought was great work and decided that was going to win and you all remember it was the water film that won and they predicted that because humans have emotion and emotions may affect our predictability. In fact, this company even predicted the Kentucky winning. So what is very interesting to me we like to believe that we have insights. We like to believe those human insights make us better at creativity and yet without any emotion or without any of the human elements a machine can predict something about creativity much greater than any of us. Obviously you all know the extraordinary thing about AI will change medicine forever. First of all, it's enabling us to predict cancers and it's enabling us to produce personalized medicine. It's helping with Alzheimer's. So on one hand of course it's extraordinary in the creativity it's enabling us to put together to save the world because when we think about creativity and marketing we often think about it in communication but we must forget products are things that solve problems and in the end marketing is about producing things that answers our human need and our task may be to communicate them but it's also to produce those products that go into market that make a difference and enabling concepts and information and insights to bring that together I believe will change the world for a much better place and we're already seeing it in the medicine that we're producing. It's also frankly enabling us to find new planets in the world such as the Kepler-90 system. But the most important thing which is fascinating me at the moment is I don't know if anyone heard about this there was an art sale at Christie's did you know about this? This art was made from an AI machine. Two AI logarithms produce this art more of that later. It enables us to create music. With Alexa now you could take a photograph of two pieces of clothing and you could say what looks better? Does this look better or that look better? And an algorithm can say by taking fashion algorithms and style can suggest what looks better on you. I must say I don't think that's very rewarding I like to think there's a human side to the way one looks but it is interesting that more and more we will be putting in that machine learning and helping people to choose what they wear what they shop, how they shop and how they listen to things. But while there's this huge amount of optimism I'd like also to remember that AI has no judgment AI has no morality, AI is a logarithm it's a formula. It's the formula that were made up of many formulas back actually to ancient Greece. So what does AI do? It learns from everything it sees. And as you know, it learns from the racist robot because it picked up sadly all the information that was available to it. So robots became, that robot and bot became a racist. So how we program our AI whereas the morality of thinking about that who uses it is also become an important part of our creativity and the way we think and the bots we use for the science and for the way we work with our consumers and what we deliver. So whilst AI is completely a formula what I would like to say is it can produce art. And I can just share with you a film that was done by our Dutch office that produced the next Rembrandt. We took AI, we took machine learning we took all the Rembrandts in the world and we produced an extraordinary yet to be seen Rembrandt. We have some sound please. Four centuries after the famous Dutch artist's death it took over two years and it does look remarkably like the real thing. The next Rembrandt brings back to life one of the greatest masters. Only this time data is the painter and technology, the brush. Together with experts from various fields over 160,000 fragments from all of Rembrandt's 346 paintings were analyzed using 3D scans and digital files upscaled by a deep learning algorithm. Facial recognition software was designed to understand Rembrandt's style and generate new facial features which were assembled based on his use of geometric proportions. Finally, using a height map to mimic Rembrandt's brush strokes the painting was brought to life through an advanced 3D printer that printed 13 layers of paint-based ink and so 347 years after his death a new Rembrandt painting made from zeros and ones emerged unveiled and exhibited in Amsterdam. Experts, the press and the general public were invited to join the conversation about where data and technology can take us a conversation that went global. Rembrandt makes a return! Rembrandt! A number of organizations took a seemingly impossible task. 148 billion pixels. It looks precisely like a Rembrandt portrait. The world was buzzing with all the leading news channels and blogs reporting about the fading boundaries between technology and humanity. Almost 100 million people joined the conversation about ING's innovation defying imagination. The next Rembrandt. What's next? It's extraordinary isn't it? That an algorithm can produce something so beautiful it's as if it were the next Rembrandt. But my big question is could it ever produce the first Rembrandt? Where is the human being in that? So the next, but is it the first? So I just want to share with you some thoughts now really on creativity when it comes out and the first thing I want to share with you is we're in India and I think the most powerful sport in India obviously is cricket and could AI have produced something that has a list level of emotion even with cricket? Oh sorry before I get to that I just wanted to think a little bit about the imagination because I think what makes a difference to creativity is not the as I said it's not the next it's the first it's the use of the imagination it's what one can imagine to see it's the inventiveness it is not the predictability that makes something a first that catches people imagination that changes something forever as I think this idea for Nike could change emotions about cricket use of the imagination I just want to show you a few more things because my contention is that even though AI actually can help us I'm going to get back to creativity what AI can do that I guess this is the whole point about my talk is we're in a we're at the corner and the precipice of a huge opportunity about where we place messages about how we can create medicine about how we can create cures or anticipate and predict but it is the human it is the imagination of the human that makes wit, that makes a difference that can take a brand someplace and make it grow and here's something which is about humour because I don't think machines quite have the ability to pick on something culturally and understand how funny it could be just imagine a machine coming up with this as an idea how much more are you going to gossip but what is gossip you puppy grab that ball once and play with your dog do you have a reason I personally have friends waiting for me with a very cool drama because I say there is a moment to gossip and there is another to live or not yes, one about creativity I always think we should think about culture and leaning on the edge of culture and capturing a moment and very present this is I want to show you something from HSBC because it leans on culture so creativity to stand out needs to capture a cultural moment and I don't know if you've all been following Brexit despite the fact I live in New York Brexit is very close to my heart and I'm very distressed by it I'm sure a lot of you followed the news which we raised anyway this is a wonderful piece of work from HSBC that leans on what it is to have a brand which is so worldly and what it means in the Brexit life sorry about this this is clicking without forgiving can you play it for me because obviously not playing we start the day with a Colombian a Guatemalan or a piping hot Costa Rican and a Danish to go we drive German, German, Japanese, German and we ride Taiwanese we watch American movies on Korean tablets and struggle with Swedish flat packs our heroes hail from Chile Argentina, Brazil and often Belgium we eat Chinese, Italian and Indian and go Dutch some of our best friends Siberian, Hungarian and French hey we live on a wonderful little lump of land in the middle of the sea but we are not an island we are part of something far, far bigger don't you? so creativity never stands still so even though I've contrasted the notion of the machine and the notion of creativity I'm really now going to pull these things together because great works of our creativity have never stood still if you think about the Renaissance and the introduction of 3D if you think about Hockney who just sold a painting for 90 million he also of course produced great work on the iPad the iPad wasn't the creativity it was how he added the human touch that enabled that creativity we look at the Damien Hirstwerk we realise that he's using modern technology to bring to life an artistic idea so all of us need to stop taking humans to one side and machines to another thinking they're diametrically opposed but we need to bring them together and our belief at Jay Walter Thompson is very simple that it's creativity technology that should say and humanity that is the trick in today's world it's those three things together understanding the human understanding the insight understanding what will move people make people laugh bring the brand together with a creative leap which is something that is surprising something no one's seen before not the last but the first of something and doing it with technology because technology allows us to live in it inhabit it bring brand experiences to life in a completely fresh and new way and I'm going to end on something which is an 80 year old campaign but it shows that the technology that we brought to that can still make it exciting new and fresh so it isn't that humans are contrasting with machines or that AI is going to be bad or good but it's that it's a tool to make us better than we are we're going to go to another talk now to talk about media it's going to say how AI can really help us but for creativity which is what I'm about I'm going to stress technology is a way to help us produce even more differentiation and more stand out so I'm going to show you one thing for KitKat made in Brazil and as you know for 80 years KitKat's been have a break, have a KitKat and this is a marvellous idea which can make the brand live a living brand idea using technology, brand and human insight Play the film Play the film played flights so I'm going to leave you with one thought it is all of us need to use AI and use the rules as we said learn the rules like a pro so you can break them like an artist that was Pablo Picasso so AI is here to help us it is here as a tool there are rules but to be creative to be differentiated you have to use them but not be bound by them so thank you very much it's a great privilege to be a Mumbai and to share with you our thoughts on creativity Thank you really for that talk and for joining us here this evening I'm going to invite on stage Samuel Sarat Chairman and Managing Director of Madison World to please join us here on stage good evening and a very warm welcome to you too and please present the Marrow Ingram with a memento, a token of our appreciation thank you very much once again ladies and gentlemen I told you when we began that we're running a Twitter contest through the day where we have our first winner the most innovative treats are going to be recognized here through the proceedings and I'd like to invite on stage the first winner, Lynn Miskwitz Lynn Miskwitz are you in the hall and did I get your pronunciation right is that you hi so come the first winner in our Twitter contest today the most innovative tweets going out hashtag e4m conclave is the hashtag you need to use Lynn we head into the next session which is a special session now this next session puts the spotlight on decoding artificial intelligence and machine learning in the context of marketing now adaptive marketing is personalized adaptive marketing is segmented adaptive marketing is customer first and adaptive marketing allows for flexible customer journeys adaptive marketing is also data driven but it does need that human insight we at the conclave we are big proponents of sending the right message to the right customer at the right time and that is why we've slotted this most insightful session next for you ladies and gentlemen I'm privileged to welcome on stage our next speaker Ashutosh Srivastava now he is chairman and CEO Isha Middle East Africa and Russia and CIS mind chair he's the man who set up mind chair India in the year 2001 and we are waiting to hear from you it's all yours from here can you hear me privileged to be back I remember when I left back had done this exactly 13 years ago thank you Anurag for inviting me back here what I thought I'll do is after Tamara has spoken about how artificial intelligence drives creativity is to look at it from another angle which is to see how we can use artificial intelligence to find the right people at the right time and the right place on the right platform and create engagement in a way which works for the brand so that's the angle at which I'm going to take you through I have a few examples what would be useful to share there is a lot of work which is happening in this field and obviously a lot of developments which currently driving brands to experiment and get on with it so let me begin as you can see the title of this session I have put as humans versus machine because a lot is said these days about how artificial intelligence is going to take over all the things that all of us do in this room and therefore all we need to do is put certain things inside a machine and it all comes out and we can all go and retire and live lives of peace the way we look at it is certainly in our lifetime if you ask people the way technology is progressing it's probably going to certainly not in a lifetime have machines replace the tasks that we do you saw some of the examples of what artificial intelligence can do when it comes to driving creativity with Samara but in essence the way we look at it is this is a way of powering human intelligence to do even better to amplify human intelligence to be able to do things which otherwise are not easy to do and making it all happen so before I take you through the session if I can get everyone in the room given we have such a diverse audience on the same page as to what we mean by terms like artificial intelligence, machine learning you heard about algorithms so I'll spend a couple of minutes just getting everyone on the same page and then we'll see how we apply some of these things to find the consumers that the brands want to target and how to engage them effectively and to know whether it is working or not in terms of delivering the results so that's the point I was raising earlier that the task which we apply it is to find make sure that the right message goes to the right people at the right time, in the right place, in the right platform and it works for the brand so these are the three buzz words which everyone talks about these days let's quickly just scan through what we mean by them and therefore how do we apply it so machine learning Samara briefly talked about how machine learning is applied and I'll show you an example in the session it's essentially reading complex patterns from data and you can either supervise the machine learning to do a task which you want so for instance in the media world it may be how much should I bid for an impression on which I'm going to place an ad or it can be unsupervised there are lots of people who are clicking on my ad and I find something in common amongst all of them you know what we call finding people and building profiles and segments of different types of consumers or it can even be reinforced I mean how many people in this room who have Spotify or Samara how does it build a playlist it plays you a song and tells you do you like it or not so that's how the machine learns your taste and starts curating the music to the kind of things that you like so all this is learning from data reading the patterns from data in different ways and then applying that to simplify some tasks let's look at the world of algorithm I mean if you deconstruct what it is in simple terms it's simply a set of rules a mathematical equation you tell it something and it gives you the output but if you start training it with a whole lot of data exactly like the example I gave you on Spotify or Samara start training it with data then it starts to predict because it is learning things about you it's learning behaviour so it starts to build certain models that's why a trained algorithm is a model and the more of these kind of things we use to take decisions which we as humans take a whole lot of machine learning comes together and it allows us therefore to apply what we call artificial intelligence to take certain decisions which are assisted we decode the data read the patterns apply rules and build some prediction if I do X the output should be Y is really the application of artificial intelligence that we are talking about in today's context of course it will evolve as we go along but largely the cases that you will see in the session which I am doing are around that kind of application of AI so to summarize looking at reading patterns and being able to make certain predictions and therefore making your job easy to take the right decisions from a marketing perspective for the brand which will result in a certain consumer response is what this is about now the thing is if you look at algorithms there is a whole market place out there where people write algorithms you can pick it off them but you cannot make it work for you unless you use your own data from your own business and you have got the talent which understands marketing to tell it what to look for what makes a difference because algorithms can be written by any mathematician, any student but it's your data in your business and the people who bring the experience to that algorithm can make it useful for you and the examples which you will see are really where the differentiation is created by the talent and the data which has got something useful to come out of it so one of the companies that we are working with as a partner in this 24 by 7 AI it's basically specialized in application of AI in terms of doing better search and also in terms of personalizing marketing brand messages at scale these are the two areas which we work with them on they have simply worked with us to create a framework when you start thinking about how you are going to apply these things so understanding the customer journey anticipating what the intent is creating engaging experiences and then the outcomes which are there how do you optimize for that so there is application of AI in each of these areas and in order to make sure that this is done on scale from the marketer brand and agency point of view creating capabilities in each of these three areas so being able to target finding the right people at the right place at the right moment make sure that the right message is coming at the right time in the right place on the platforms that you use and the ability to optimize in real time because how many of us sitting in this room as brand marketers we sit with the team and we figure out in this campaign over the next one month these are the set of things we will do and then at the end of that period we will see whether it worked or not but the real benefit of AI application in this is that you can decide every second of the duration of the campaign the decisions that you need to be taking to get better results it's about the ability to take those decisions in real time and change the outcomes where the real benefit of AI starts to kick in so going back to what Tamara had said earlier looking at the human angle of this entire thing which is people, their experience and what they bring to the table to innovate and to be creative and it's using the power of the machines to read all the data and the patterns to be able to assist you in doing things bringing the two together stop working bringing the two together we start to create magic so I'm going to show you an example here of a brand which doesn't want to be named it's an example from Thailand which we did recently so we looked at all the consumer moments at which this brand can be consumed and we figured out through all that data that there are almost 7000 different moments where right place, right time where the brand can be consumed where the brand can be triggered to be consumed so imagine running a campaign where you've got 7000 different messages matched to triggering consumption to consumers at any point in time that level of personalization let's look at how this was done can you play the video please to do this we had to create a marketing strategy with 7056 targeting and creative combinations covering 14 regions 63 snacking moments per week 2 audience segments and across both desktop and mobile in a world where nobody could manage more than 40 human limitations when interfacing with DSP and DCO systems mean you cannot make this many inputs by hand to address this challenge MindShare together with YouGov AppNexus and Jivox developed a world first AI solution called ANA ANA uses a bespoke AI to construct an integrated media and creative algorithm that powers the operations of DSP and DCO platforms this allows ANA to manage complexity beyond regular human capabilities once in flight MindShare's FAST team made previously unreachable volumes of data driven AI optimizations using a high definition media plan with over 7000 line items and a high definition dynamic creative insight dashboard resulting in over 3000 optimizations a 150 times increase in decisions made all updating in real time Results 26% reduction in the CPM for desktop 17% CPC reduction and a 56% CTR increase by personalizing creative we achieved 2.5 times the CTR of an average campaign MindShare moving into a new era of programmable media can you imagine a hot summer afternoon and you're standing just near to a vending machine and that's where the consumption is triggered based on where you are what the weather is what your intent is because you were searching for something on a phone being able to do that at an individual level as a human being possibly easy but to think of all such possible combinations and to be able to execute this on scale is where the real application of AI starts to kick in suddenly it opens up so many opportunities for the brand to start engaging with people and driving these kind of results another example I wanted to show you this is from one of our group companies Axis which has a program called co-pilot again it's an application of artificial intelligence how do we find the right people what drives certain behavior when they are exposed to brand messages and how do we write great results so let me just quickly take you through this example coming from there it's basically applying again artificial intelligence to drive performance so let's look at a typical campaign a lot of us in this room who buy run campaigns looking at outcomes a whole lot of things which we consider when we are doing a plan which you can see on the screen the consumer in this case is looking to buy an air ticket so anyone who is planning a campaign for this is looking at all these parameters what we are trying to do is to acquire a customer and then make them buy a ticket at a certain cost and the objective for the brand is to try and minimize the cost to acquire customers and for you to acquire the targeted number of customers so you start looking at this data this is the outcome you are driving so you first look at when you are putting out that ad to make people look at you and click to start planning a journey what are the different things which an ad had so this is an ad you can see there the sunny side of life it has a whole bunch of features so which browser was it put onto what am I doing, am I seeing it on a mobile phone am I out of home or am I inside my study or at the office what technology is being used what time of day is it a whole lot of features that go in a whole lot of inputs which we look at however all of these things are not necessarily equally important so when do I plan to buy tickets is it in the morning, in the afternoon or in the evening no two people do this alike the idea is to find you at a time when you are interested in booking a ticket what machine or what device are you using where are you at this point in time what is working and what is not working again based on machine learning what kind of message is going to attract me to start looking at you so we distilled all that down again application of this machine learning into a whole number of whole number of things which we look at these are the features which will drive the outcome but some of them are more effective at driving people to buy tickets some are less so how do we find out which are more important because those are the ones that we are going to focus on so broadly there were four which ad exchange are you buying your ad on what's the size of the creative message that is appearing what device are you looking at and at what time of day are you watching this ad this is going to trigger the sale of the ticket so the data was reduced clustered into these four and even amongst these some were more effective than the others so again intelligence started to cluster them so as you can see there are some which are more important than the others at driving the sale of the ad ticket so these are grouped together the next thing was so what is more important what is more likely to result in a sale so we started assigning some weights again the machine started assigning some weights to the action so as you can see there are some in red these are not as effective others in blue which are driving the result far more effective so armed with this information that's how the whole ad buying happens at this stage so again look at two scenarios so as a media planner I would know from the data which I can digest the ad on the left is someone who is sitting in front of a computer looking at Expedia planning a journey obviously right is someone more likely to find such a customer on the right on the other side of the screen is someone looking at a mobile phone reading the news on the BBC and intuitively you would know that probably lesser likelihood for someone to click and buy a ticket this is something I can probably sit in the office and do but there are zillions of such combinations of occasions plays devices time of day intent which all come together to decide whether the action is going to be done or not so how do we make sure that we find all such occasions so when the campaigns are bought you obviously start putting money into each of these scenarios you put more money in the scenario which you know intuitively will work for you and you see you put in some money in the other scenario to see what kind of result that's generating the machine learns and starts to tell you what you should be buying based on this kind of input so there are lots of such scenarios like I said so again as a media planner I could probably think of two or three or five such scenarios but the machine has mapped out hundreds and thousands of such scenarios and it started to buy ads in all of them and it started to track them and what it's finding is can you click this okay so what the machine has done is it's digested all the data figured out the scenarios in which you are going to get the best results and immediately your cost per acquisition starts to come down which is the net result is the tickets are sold in the quantities that you wanted and they are at a price which is below your targeted acquisition price so it's applying step by step machine learning and each time you run this campaign it learns a little bit more about what works and what doesn't work and it looks at all those millions of scenarios and that's how it moves you to the next level so an interesting example of how we can apply all of these another example which I wanted to show you this is very much from here now how many people in this room who have kids who are below 13 years of age quite a lot how many of these are on Facebook kids 13 and below who are on social media, Facebook or who are pestering there you say does Facebook allow people at 13 years and below to register as on them no they have a policy so if you as a brand are targeting kids it becomes very difficult to find out because those of you who had kids who registered typically they fake their age or they build a fake profile very difficult to find out and identify such people so how do you find out such kids to target so in this case the brand which is boost from GSK what it did is went and firstly we figured that the best environment in which you could find some kids is games on mobile again a proprietary machine learning algorithm was applied to figure out whether the people who are playing those games are really kids or not and who are the people who are the kids or the people who are adults and then to be able to target the kids with the message so have a quick look at this video children no longer consider celebrities as demigods but more as friends or mentors what if a Virat goli became their friend instead of a larger than life celeb with this in mind boost created 3 long format digital videos showing Virat coaching Rahul digital was the chosen media to disseminate these videos send me your videos at boostenergy.com and practice with me the challenge was how to reach the kids as they surfed the internet in a disguised form our research showed that mobile was the first screen for kids and gaming the perfect way to reach out to them but how do we separate kids from adults on gaming apps mobile gaming ad network pocket came on board and identified kids using their machine learning classification algorithm the technology first identified kids using contextual relevance the data was then vetted with analytics and repeat content consumption monitoring from audience platforms we took user initiated video inventory on their mobile gaming apps to reach our TG the core campaign was layered with presence on cricket influencer destinations we slowly released the teaser on facebook to kick start the campaign followed by the first video the next day which was picked up by cricket influencers the results were phenomenal driving 18 million video views the core campaign reached 6 million unique users 10 million of the views were complete views an achievement considering that most of the inventory was user initiated or skippable there was a 7% lift in consideration among respondents the ad received a high recall value at 86% and the brand registration stood strong at 62% impact was seen on the brand's performance post the activity boost registered a 2.2% increase in market share with an 84% consideration top box score the brand equity was at the highest levels so again intuitive and things which you'd obviously do but again using the data and the technology to be able to then fine tune and target kids with this message as a whole new set of results coming in because of the ability by using machine learning to be able to target all your effort at kids like that here's another example this is for Hilton so again when you as a consumer start doing this how do you experience the technology this is an example from there again from our partners at 24AI let's look at let's say I want to book a room at the Hilton and this is now the machine learning algorithm working in the background for you see how it unfolds for you so I go to the website I look at the city I type it in let's say I'm looking for a room in London and there are certain dates which I'm going to go ahead and book for so it goes I go and click on the dates on which I want to stay at this event what will it do it starts throwing me options where I can stay right all of us have done these bookings before we start scrolling and looking at the prices for all the hotel rooms and what it looks like an attractive rate and a good option in a room here come back to the site I'm searching for more information at this stage already the model is saying that now there's a higher likelihood of this person to convert what is it doing next why don't you become a member and therefore I'll drop the price for you and I'll give you a really attractive deal so I go there I start entering as a consumer I want to compare it with what the rate would be if I were not a member right and you can see the model now thinks that you are more likely to go ahead so let me quickly pop up a virtual assistant for you and convert because you've now become a hot lead machine learning is working in the background it's tracking your intent your behavior and based on all the knowledge accumulated from the data before it's trying to convert you eventually pops up a virtual assistant in front of you try and convert this lead into real action to recruit you as a member of Hilton that's how you're experiencing it and the front end okay one last example before I wind up so all these examples you've seen so far is about brands applying it to campaigns in different forms by basically simplifying the data using algorithms which have been trained between learning and therefore large scale application of AI there is another application of that and this is both in deciding the media as well as driving the creativity and churning vast amounts of data to create insights some of these insights are even used as a business application to see whether the brand is doing well or not so I was going to show you this example of a tool which we developed for again in India for Hindustan Unilever let's have a quick look at that video this example has four key modules each addressing recurring pain points that brands face 1. the media mart or the data layer 2. autolosses or automatic insights 3. the predictive simulator and 4. voice enablement let's start with the media mart data across sales, brand track media and macroeconomic factors lie in unbreakable silos and in varying formats and nomenclature it takes analysts as much as it takes to extract relevant data from different systems and bring them into common denomination for meaningful analysis the media mart addresses this pain point and is the bedrock data layer of purple extract, transform, load routines enable consolidation of slow moving data dimensions like sales to real time data scrapping from social media the media mart is the standardized single view data destination for all possible data that could be required for any brand analysis coming to autolosses brands often react after the hazard has stricken it's often a post mortem and seldom preemption of the hazard autolosses enables critical data visualization with AI driven automatic insights and trigger routes it comprises of a powerfully visualized early warning signaling system for metrics that matter autolosses enables proactively spot micro markets where key metrics have significantly dropped and highlights flow movements in these metrics this warning mechanism flags volatility in investment variables at tv channel and print publication level as well autolosses also helps understand the strength of cause and effect relationship between 100 plus variables at the click of a button and last but not the least all of this bundled into an AI fueled autolosses report which enables prompt root cause analysis within minutes the predictive simulator is at the heart of purple powered by self learning predictive algorithms purple predicts the impact of own and competition media on outcome metrics the predictive simulator is a handy tool for planners who can assess the impact of their media plan and make prompt corrections on the go yes purple also talks the technology queries the underlying data tables joins the dots and leverages natural language processing algorithms to articulate the solution in English now we have purple at work crunching terabytes of data across multiple disjoint platforms flagging business hazards and pressurizing the data and then we have purple at work crunching terabytes of data across multiple disjoint platforms flagging business hazards and pressurizing media solutions at the click of a button we had a genuine business problem to solve on Vaseline we had seen that spawned for Vaseline had dropped in the previous winter season and we actually wanted to identify what is that variable that is leading to this decline and that's where mind shares purple came in handy it used multiple data points to check and analyze what exactly is the root cause of this issue on why spawned is falling on Vaseline where we should be investing our media monies so that spawned comes back we implemented our plans in winter of 2017 business recommendations of purple and we actually saw spawned come back sharp purple a truly transformational right so again application of vast amounts of data being churned here to analyze your business results to do real time planning things which we wouldn't have even thought of a few years ago is all made possible by the application of AI investing all that data and converting it into insights whether it is to understand who the customers are going to be what is it that is going to make them change their behavior fuel the creativity and also decide how you're going to expose those messages and how you're going to create that engagement using vast amounts of information and this is I think just the beginning of this whole change of this turn in terms of deployment so the way we go about doing it at least the example which I can share with you the way our own community is doing it here is step by step doing a whole lot of small pilots capturing that learning and making it bigger and bigger but a few things which I'll just leave behind as thoughts is one is that the data and the tech that we use the platform needs to be the second thing you there are lots of applications which you can develop as you go along using data to decide when is the right time using data to decide what the intent of a bunch of consumers is so different applications so these are all trained algorithms which are developed and left on that platform for the planners to use whether they're generating insights to create the communication or whether they're generating insights to see where to place that communication to engage people and again when you apply it first you see big changes and then it's all about learning and incremental changes and therefore consolidating on that so that's how it works so we use a platform called Domino again for the tech people inside this room you'd be familiar with it it's basically a place where you can standardize creation of machine learning algorithms putting them literally on to an application store so here's an example of some of the trained algorithms that we've started using and planning to decide which channel or which platform is generating more results than the other some number of such applications which are already in play and again a change in mindset at the end of the day because when you work with such vast amounts of data suddenly planning for a campaign to planning always on becomes possible because you're monitoring changes in behavior and impact as you're running your marketing campaign creating collective intelligence so a number of different algorithms and applications which are used so how do I use all that and enabling constant iteration there is no one right answer as you run the campaign you start seeing results with the technology and the AI enables you to constantly iterate and make it bigger in fact recently anything is possible just last month we worked with Google we just went and bought let's say a whole year of cricket data all the footage and Google and us worked with image recognition software to map out from the ICC last 12 months of all the cricket match data with a view to what to predict when the next wicket will fall because you know a lot of our brands Pepsi and many others use cricket very heavily and having contextual messages and the right time means that can I make sense of the data predict when is the next big action going to happen and therefore can I come out quickly and therefore put in a message it will generate the result and it's quite fascinating because I'm telling you we are now right now tracking a series in Australia and the first match we applied to we got 9 of the 10 wickets which fell right a few minutes before the wickets fell it's as big news not just for the brand but also for the betting industry but is the real power of AI is to be able to make sense of all that data and the technology exists to digest all that information and start harnessing it to that kind of effect for the brand so that's really the future of where we are going to do it's bringing the power of AI and human intelligence together to make things like this happen so I hope you found this session interesting thank you very much if there are any questions we have a couple of minutes to field happy to take questions someone with the mic there's a question at the back there can someone give him a mic Hi what you just mentioned was very fascinating in terms of when the wicket would fall my question to you is this out of curiosity or intrigue what was the question that popped up in your head because I am linking it at a metaphysical level at a spiritual level you can always say that some things are bound to happen is AI going very closely to that that's an interesting question and we can have a debate I think for the next couple of hours on this I know it would be less maybe later on the bar but it just brings you back to the fact that remember in the beginning I said that today the technology which exists allows you to train it to answer questions which you have but they are never the perfect answers it's ongoing over a period of time as you know the computing power will go to such a level where cognitive tasks because finally you decide it will reach such a level where it can decide for you I am sure that's not going to happen in a lifetime today you know what the answer is you can train it to tell you whether you are going to be 90% right 95% right but never with 100% certainty that's the world that we live in today that's the application in that context a tricker example telling me certain things based on if someone went and sandpapered the board I am pretty sure the machine doesn't know that quite often it's not even in the footage so it can never be gone if that's the question you are asking me and it cannot account for all such events but it's a useful tool for a brand to have for instance today in a practical application and there will be many such applications which will come question we are just trialling it with the current set of matches in Australia in their domestic series yeah any other questions? Anurag this has become a master class no more thank you thank you for your time really we'd like to say thank you to you by presenting you with Emmi Mento, a token of her appreciation I am going to invite on stage Mr. Sudhakar Rao, director of branding Ikfai Group good evening to you too and thank you very much once again for your time and your participation at the E4M Conclave 2018 thank you ladies and gentlemen the master class with Rupin Nanani head and researcher for analytics Zerka is about to begin in the Riviera room the topic is building with efficiencies with native advertising before we move on we'd like to once again say a big thank you to our 16th edition conclave presenting partner Denik Jagran Deena who beats Denik Jagran newspaper it's only the milkman Denik Jagran is the morning ritual of 7 crore people of India ladies and gentlemen once again we'd like to thank our partners here at the E4M conclave and for that once again we'd like to play views some of our partner films up there on the screen and it says and it says thanking each of our partners in contributing to Pitara Movies success story available on all leading DTH platforms cable networks and with more than 2 lakh downloads of the Pitara Movies app globally it certainly stands tall as a leader in Punjabi Movies content keep watching Pitara Movies for latest and exclusive blockbusters movies and music aho ekamik ho jaaye BW Business World an RK group is proud to announce at this esteemed event the relaunch of Rail Bandhu India's first and only on-board railway magazine that is selectively placed in over 200 premium Indian trains and over 350 waiting rooms and lounges published in a bilingual format Rail Bandhu enjoys the patronage of over 1 crore readers per month higher than any travel magazine in India which ensures a great ROI for our partners keeping with the spirit of India Rail Bandhu endeavors to bring to its readers a selection of stories that appeals to members of all age groups and backgrounds BW Business World an RK group invite you to be a part of our journey as Rail Bandhu is the ideal opportunity for businesses, brands and marketers to connect with their audience to partner with us contact us at aparnaatbusinessworld.in or partneratbusinessworld.in join our social conversation on facebook www.facebook.com slash BW Rail Bandhu on twitter www.twitter.com slash BW Rail Bandhu Ladies and gentlemen once again would like to remind you that the master class at the Riviera room is about to begin and also would like to remind you that the twitter contest is still on for the most innovative tweet of the day we've already given one a prize there lots more to go as the evening progresses but for now this special address coming up okay so when they were briefing me about the conclave and they showed me the list of speakers I was very happy to see his name on the list you know why because every alternate day I make a call to my grocery guide the Kiranawala as they're called in Mumbai and I rattle off a list of items to him and these items are always there on the list so I tell him for Amul Gold 2 cartons or for baby Amul Taza 2 cartons for me Amul Garlic Butter and Amul Cheese Slices Amul has been a part of my life since I can remember I've been a part of the lives of millions of Indians across the length and breadth of India it is truly the taste of India ladies and gentlemen this man I'm now going to invite on stage has provided dynamic leadership for 35 years to the Gujarat Cooperative Milk Marketing Federation and has also provided critical leadership to the cooperative dairy sector in the country that actually provides employment for millions of dairy farmers across the country and brings potential goodness of milk every day to a billion Indians you know it reflects on his leadership that the organization is the country's largest food and dairy company with a tonneau of over 29,220 crores and we should be very proud of their amongst the world's leading milk processors too ladies and gentlemen please put your hands together and welcome on stage Mr. R.S. Sodhi the managing director and sir this evening speaking about ground reality how tech is transforming modern enterprises good evening ladies and gentlemen I'm very happy to see the expert for media advertising and industry the topic which I have chosen is ground reality how is technology transforming modern enterprise especially the organization like us where masses are involved and where bottom line is not the objective but how to benefit the main stockholders that is the farmers who are the suppliers and the consumers well when I got the email from Mr. Anurag Batra with the headline to speak on AI I was extremely happy reason last 37 years I am working with Amul and nobody has ever called me to speak on AI and I immediately without reading I forwarded to my AI expert that here is an opportunity let us discuss what to talk with the media and other people in the Bombay on AI so what is AI for me artificial insemination which every year we do 10 million and actually AI also came with you your AI I wanted to put first my AI then your AI so then when that fellow brought the print out AI he said sir why you send it to me I said you are the expert he said no no sir this is not dealing with a human man this is machine mind so I don't know about machines so anyhow because I had already accepted so I let me go and whatever let me speak about it so in my just few minutes talk I am going to talk about how machine intelligence is helping an organization which is farmers based or mass based and what are the opportunities for the AI in this next please well when I searched out this is a definition with these two gentlemen gay and very very easy definition AI is basically when machine does the job of human intelligence and very good and this when I was thinking about what AI then comes to mind how it is going to I mean human being we generally take decision most of us I am not saying everybody on hunch I remember I have worked with 30 years Dr. Vargas Kuryan and he used to get lot of expert market research people from Bombay telling what is the impact of market what to do especially for launching new products etc and he used to say why you need such a data and market especially when you want to launch a new product a new variant you give it to your wife I will give it to my wife and tomorrow we will discuss what they say I mean hunch is always always about the any intelligence about data or anything which we have got so for me when AI will replace hunch that we have to look into I mean when then I thought of let us prepare for AI so I think in this we know earlier whenever we had to go to some place because I have been travelling like 30 years we used to ask this place that at each corner at each turn whether we had to go left right now we know we all use Google Maps especially in Bombay Delhi when I land and next please I mean we use all Google Maps but other thing is that how many years can calculate 21x9 without using calculator I mean it is there I mean it is truth when I ask I am sitting in my room I ask any my young MBA graduate from a prestigious institute how much market share we have got this was a sale we just start calculating nobody will use mine so that is AI so how many years can decide to eat in restaurant without using geometry I mean we are not using mine we are using how many book I mean just now we saw Mr. Ashutosh I mean very good earlier I remember wherever I used to go early I used to ask my assistant I am going to Calcutta book hotel he will ask my branch in Calcutta he will send a list of hotel with a tariff I can ask him to say do a discussion or discount low but now even I don't ask my assistant I book myself booking.com you are a genius member you get 10% discount automatically early check in late checkout you see this is a very very big caution Mr. Stephen Hawking has given here I tell you earlier because I give my experience in 82 when I joined Amul I used to remember all phone numbers my distributor all my friends all my relatives addresses all distributors addresses names sales now what is there everything has gone to the mobile so my memory has become 0 and size of memory mobile has increased see I saw the movie I saw the dinosaurs you see the big dinosaurs and how much he has got everything but the size of brain I mean it is not visible and see the size of brain of aliens so what it gives you it tells you your future if you don't use any of your part of your body it is going to become extinct and same is going to happen with our brain the way we have started dependent on machine and not using brain even first remembering my wife's phone number so God is not going to continue to give us the brain and we are going to become dinosaurs and aliens with a big brain from outside will come and they will rule this state I mean earth so this is what is fear we have got but nevertheless AI is good we are using it whatever way we have understood AI not the way the people who are very high level of AI something about so I am going to tell you that what are the opportunities we have got in Amul over a period of time how we have developed our own AI systems Amul I think somehow it is not working it started more than 72 years old cooperative started in Anand 1946 India's most trusted lab brand Amul Taste of India we all know just know everybody talk it is India's biggest food or dairy company we collect around 20 million liters of milk per day from 85% from Gujarat 15% outside Gujarat and this organization is owned by 3.6 million farmers nobody no private fellow no government no corporate has got any share 3.6 million farmers of Gujarat own it and we collect milk from 18 more than 18,000 village cooperative society and this provides the livelihood to such millions of outsiders and now the young entrepreneurs so whatever milk is collected sold in shape of milk and milk products I mean here media why I am showing these crores is because 3 crores because people talk that my circulation is 20 lakhs 26 lakhs 28 lakhs so our circulation is 3 crore per day 3 crore pouches we sell everyday along with the or before newspaper and it is the largest food brand it is 41,000 29,000 crore last year was a turnover of my state federation but Amul brand unduplicated turnover is 41,000 crore and we are growing last 8 years CAGR is around 18% and we are working our mission of business philosophy value for money and value for many value for many is basically 3.6 million farmers who are getting very stable and competitive price when they are supplying milk and they need good price and also whatever milk is given by our members we do not buy our raw material based on the market demand whatever raw material is offered up to the last drop we have to accept it and then think how to dispose it of how to market it so this is our basic philosophy well there was time when I entered into sales and marketing marketing is very simple you segment the market based on age, income level all the north, east, west target if you are launching product any product you talk about chocolate somebody talks you have to target children or if you are launching air condition you are high end people and position the product and mark very very simple and there was mass media mass marketing and transaction naturally marketing is very impressive knowing who is buying now we know what he is saying also we know it was more or less one way communication and balance of power in the hands of marketer and now we know I mean you people are expert in this how this fragmentation in consumer segment has happened I mean you can segment consumer based on what movie he is watching or what type of hotel he is staying what type of apparel he is wearing or buying I mean that type of segmentation we can do it based on AI media fragmentation we know there were very simple media that time and very easy I mean our advertising agencies media meeting used to be very simple one docket is there one is for press one is for later on TV and one is for outdoor and then simply very easy after spending hundreds of crore you are not satisfied you are doubting each other you are not satisfied whether you really spend money wisely or some other media would have given you better that is because of social media but one thing is all communication is two way and what we are looking for AI solution is basically how to directly communicate with the consumer how technology can be used for very deeper and targeted distribution especially for the rural India and how to cultivate consumers interest and the habits for your products from 1952 till today we have been thinking that for higher business you will create more jobs more wages cycle will continue but what actually is happening and this is very true with what we are going to talk jobs are not coming I will give a simple example about people from marketing earlier whenever we used to have meeting and going to the market there used to be one assistant who used to provide you all the information that you are going to this market this was the last year this year growth you don't need people usual self has become your assistant today is your assistant so jobs are vanishing I was reading recently Niti's Yog report where they said that GDP in India is going at much faster rate in the rural India but jobs are declining there reason is whatever jobs are coming are not coming for people who are there who need it it is more coming for people having knowledge of AI see how artificial can help an organization like us I am going to tell you I mean you know our value chain is C to C which is cow to consumer and this value chain is C to C not B to C not consumer to consumer cow to and you see this value chain right from production processing and marketing 3.6 million farmers and now this is the supply chain you can say right from the production of milk to the consumer every day when we buy from 3.6 million around 6.5 million transaction are happening every day and what is AI can do whatever level we have done so at farmers level how machine is helping us one is what is required is basically to improve the productivity of the cattle cows and buffalo so what is required for that better breeding practices better feeding practices now talking about breeding practice there is a good breed available but we have got the they see beat how to improve you have to do AI which is different than your AI artificial insemination and now what machine has done in AI also what machine has done is sex semen I mean now we can produce only female calf I mean human it is not available I mean if it is there in India especially some people like to use now India and world over we have adopted technology as sex semen we are by inseminating 95% accuracy is that female calf will be produced so that burden I mean you are half 50% your productivity enhancement because if male calf is there you are losing one calf for next one year so same in feeding practice how AI I mean you are using machine is earlier we used to feed cows and buffalo same feed some formula used to be there and then DRB we used to make now there are other things we are making feed based on the local material available price and the seasonality farmer to farmer village to village each village can have their own formula feeding based on the prices and availability and the season now these are just data coming to the village cooperative society there are now apps available and the I will talk later on that because little bit details are there then at processing level where the milk is coming after collection earlier we used to have people at reception level a fellow will take samples test it and then milk will be going to the factory where it will be processed now if you go to modern plant of amul everything is automatically sample will be taken what is the bacterial count what the fat automatically it will go to the system and then if you walk into a plant of 5 million they will not be a single person on the shop floor earlier we used to have people who used to open the wall and how much fat to be separated etc. now automatically even AMC maintenance of our equipments is also done by machine machine detects when machine needs maintenance automatically start doing so it is helping us a lot now coming to the logistic all we talk about robotics what we are using in our warehouses where FMFO are first manufacturing first used to be we used to be human products to be dispatched first now machine detects where to go picks up the pellet which is first manufacture and loads of our truck it is helping us and especially for a perishable product it is giving us better efficiency and the speed and later there are 2-3 things I will talk later on you can see the number of transactions involved at each level if human human has to do it manually it is going to be very time consuming and difficult number this is the when I am saying at farmers level how farmers getting the benefit of machine intelligence I mean this is in Gujarati basically that each farmers has a society level that how much milk has come how much of last year what was the fat SNF and season to season they can predict it and the supervisor also comes to know that in each society earlier he has to visit each society and check the records now he knows if any society has in this November month last year they were getting 4000 litre milk and this much of fat SNF and if any society has got more milk with change in fat SNF he can get this information there is some chakkar there can be some adulteration or there can be some malpractices so he can zero down he can personally visit only those societies which are not regular or which are not falling in his normal skin and the biggest application is the farmers sitting at home he knows how much his account is saying how much milk he has poured how much money has got into account how much he has got last year which cow has given how much milk last year this year whether it is going up or down quantity is going I mean all this information and then he said this we did after demilitarization I mean we were forced to do it earlier we were paying cash now all money is transacted through all the millions of our farmers are getting money through I mean ATMs in their credit into their account and they get SMS also whatever they are pouring I mean all this has happened after using machine intelligence and use technical deeper distribution if you say at most of the FMCG company is using this distribution management system where this transaction is monitored how much distributed are sold to each retailer and based on the sales to retailer of particular SKU and product his intent is made and based on that indent production also planned order I mean as soon as our salesman enters in the shop earlier he used to note down on a copy now when he goes there he opens up just automatically gets which shop he goes how much that fellow is buying pattern for the last one year during the Diwali season of Diwali season winter because there will be a lot of fluctuation seasonality fluctuation so this app will tell you that how much order you can expect from a retailer particularly during this season if there is a winter season more order for ice cream or more order for beverages and it also tells you that how the performance of your salesman is happening whether distinct products sold are increasing reducing what target is he achieving I mean monitoring performance of your field stuff without going to the field is possible with this distribution management system which we are now using it but all this when you talk about machine intelligence I mean when with the great powers come greater responsibility also special on the human being of people who are using it I mean we see a lot of misuse manipulation happening on the machine and it has become very easy I mean you can't stop it I mean whatever we say process we make there will be a counter I mean we come across every second day something happening somebody putting something that milk has got melamine that malai is made of melamine or amulets using ice cream they are animal fat when but with the machine we come to know all such thing happening especially about the consumer feedback or consumer complaint and then you with the help of machine only you are able to react and give your clarification which can reach to same people earlier which was not possible basically what we are saying is that AI should help in decision making but it should not be fully allowed if this is on behalf of human being then it is going to be dangerous and it should not replace the hunch hunch is very important and it should help us in making decision making now coming there are certain other uses I talk about sex human thing and also it also tell us of which type of basically for pedigree selection what type of animal are giving good quality of milk what quantity of milk and also what time animal needs to be artificially inseminated buying pattern this is what distribution management selling the product to each retailer based on buying pattern and amulpala which is more than 9500 where we are using for monitoring the sales or daily sales what is happening there because they are directly touch with the there is no other application where we come to know what is happening at the retailer level but with this because we have got more than 9000 outlets we come to know what is happening at the retailer level and specially then sorry sorry inventory management and monitoring the age of the stocks and for transportation also because around 2000 trucks are moving to bring the milk and around 6000 trucks are going for daily with the finished products of movement of that trucks with the GIS we come to know whether truck has stopped in between or not and machine tells us if anywhere the lid has been open immediately we come to know that this tanker load lid has opened and somebody has tried to do some mischief or try to make it irritated and biggest benefit which machine is giving is projection you see any agriculture produced is very uncertain there are so many parameters no doubt it is not all that difficult that deciding I mean Mr. Ashutosh mentioned about when wicket is going to fall it is easier than that that how much milk we are going to come tomorrow because we can't refuse so we have to be prepared this summer next summer and you can't prepare just overnight we are going to get 20% more we have to prepare today so all this projection milk this machine is helping us taking hundreds of parameters and more or less very accurate projections we are getting how much milk going to be produced and how much milk is going to come to us and also about climate and other cattle markets so at Amul when we are talking about marketing I think what ultimately I think we it has to help us these four things on consumer plus we should be knowing the consumer then it is helpful us and also think and modify our strategy to face the newest challenges and also core competence how we can excel in our core competence that is a dairy and how to make whole operation cost efficient because that is where I mean if the system is not cost efficient naturally for a organization like us where we are to ensure value for many and value for money will not happen so ladies and gentlemen in the end I only can say that AI is good if it is going to serve the humankind not only the bottom line thank you very much we would like to say thank you to you for your time and for your participation thank you put your hands together everyone please thank you once again ladies and gentlemen I would like to share with you that in the evening we will be presenting the influencer of the year award so we are looking forward to that stay tuned don't go anywhere all right we now have a session by Iqfi Business School Amarjeet Patpatiya Associate Dean Iqfi Business School IBS Mumbai who will now be talking to us on academic intelligence artificial intelligence please sir good evening so far it has been fascinating and full of learning session we could not have asked for more so much of artificial intelligence knowledge and I am just wondering whether AI had anything to do to decide two turbine speakers to come one after the other I am just wondering what all AI can do I am here to provide an academic perspective lot of discussions took place about human intervention and machine and on behalf of the institution here we are talking about human resources you need human resources as someone said in today's business environment big data and artificial intelligence inspires religious levels of devotion the AI discussion has already unfolded and brief addition from our side that AI is increasingly embedded in our consumer and business lives and is poised to transform how societies will function in the years to come with this drop we feel that there must exist some form of fusion between academic intelligence and artificial intelligence so that for the sake of future readiness this is cohesive and fused AI goal is to build systems that will exhibit intelligent behavior and then understand intelligence in order to model it not stop here but build systems to be better and master it how do we gear up to meet the growing challenges and need for the skills in future in education institutes AI will inevitably create new job types ranging from machine regulators to emotion engineers and when we talk about emotions that itself is a fascinating aspect so to succeed students this will need to understand how machines perform and what machines cannot do traditional roles such as business analyst sales, human resources and others will be enhanced and AI requiring a new degree of proficiencies for frontline staff to interact with machines while it is impossible for academia to keep up with the rate of change in technology for us it is of vital importance to prepare ourselves and students for the new age of employment that is coming we do have learning modules to include big data analytics data mining, IT enabled services business intelligence etc but clearly more can be incorporated it also leads us to believe that classes can be driven by AI projects with cooperation getting out of classroom is necessary for students to understand therefore an increase in university corporate projects in the artificial intelligence area will provide students with the experience which is required these projects will provide better understanding and we very keenly look forward to such a collaboration additionally faculty can be associated for various AI projects and they can conduct AI research we would look for mentors from the industry to help and support this kind of initiative therefore to bring all at par with the business reality academics industry partnership can be very enriching for all the stakeholders members of the faculty are very eager to take up research and assignments which can produce different insights and can be mutually rewarding projects can be identified which can involve students to carry out the work through this collaboration knowledge will get disseminated and will help introduce to produce talent which is suitable for industry and is well versed with the basic understanding of AI also opportunities like different MDPs and the academic conferences which offers platform to explore and deliberate business issues and challenges research papers can be jointly written with the members of the faculty blending the practical and research element we are eagerly looking to bridge the gap as much as possible between what we do and what are the latest practices and development towards customer engagement and insights please give us some breakthrough ideas to work on so that we can gear up to meet the growing challenges and repair ourselves and the students for the skills needed for the future we want to remain relevant and engaged please offer us the opportunities to be part of this learning the new science let us make this roadmap possible and valuable thank you very much Mr. Srivastava is here in this room Mr. Ashutosh Srivastava we'd like to request him to please present the professor with a memento ok ladies and gentlemen let's take this evening further and once again say thank you to our partners who's amazing support this event would not have been possible we're now going to play for you some more of our partner AV's attention on the screens we welcome such strong guests Salam my name is Lajjavati I work for Ludhiana station I saw Maya and I realized that we can also work for her it's very difficult to work when a woman is in a hurry to look at the car she's afraid there's no such thing that a woman can't do there's so much power that a woman can lift when it comes to a woman's family she can fight with the world this is just a small job to lift the roots of the society are climbing up Maya and Lajjavati have removed the difference between men and women ladies and gentlemen our job is very hard work it's very difficult for us we don't know how a woman can do the power of our company is accepted by women it's true working with a woman in the midst of a lot of men it feels very good today it's a good thing that ladies work with the jands I would say that they work better than the jands their efforts are not just online this is our hope for the future of the society this is our hope let's face it everywhere you look there's data, data and more data is your brand using it all to create content that's highly targeted relevant impactful or are you still using the same planning model to chase the same old number while your real audience is elsewhere presenting content IQ the world's first audience driven content intelligence platform content IQ lets you track content consumption patterns and turn them into meaningful insights it captures heterogeneity so you can plan your content for precise audience archetypes instead of a larger homogenous mass say you're targeting football fans with this tool you can actually differentiate between them and customize your content accordingly to create sharper campaigns content IQ measures campaign impact by using a new metric called reach depth multiple RDN better engagement leads to better conversations leads to bigger impact CIQ's archetypes offer useful insights into the formats your audience prefers and show you where your audience is most likely to be found build your campaigns on interests mindsets and motivations and they can become effective meaningful and impactful this is the new human side of content marketing content IQ the world's first audience driven content intelligence platform when companies around the world think of broadcast solutions in India they think of item we've launched ad sales for some of the biggest brands in the country and around the world with a talent pool of the brightest minds bringing the best of solutions we are changing the game every day we are the leaders of automated delivery processes connecting brands to broadcasters we nourish engaging ideas to generate modern visual content we consult sports brands and teams on marketing and sales solutions we apply our tech expertise to provide a wide range of managed services to agencies and broadcasters with the power of our network and the strength of our relationships we are every broadcasters go to market choice we are 8 of them ladies and gentlemen the change for media is back with the fifth edition of prime time awards offering creative advertising in media agencies a unique opportunity to showcase their best work done on television prime time awards is one of the leading platforms to crown the absolute standard of creative excellence for television commercials we are also proud to announce the first edition of TV first a summit preceding the awards that brings together leading experts of television marketing domain to share knowledge on the effectiveness of television advertisements and how television advertising still remains a key consideration for marketers please make sure to block your calendars for 31st January 2019 and now we'd like to announce our second twitter contest winner may I please have on stage Dhaval Gurnani who is the second winner of the day of our twitter contest Dhaval Gurnani I hope you are here with us in the hall are you or are you not so I think Dhaval isn't here with us in this hall right now we will try and find him outside and give him his gift or maybe call him up a little later okay so ladies and gentlemen the other day I was reading an article by JP Copplers who is the CEO of Brands Eye where he's written this interesting piece where he goes on to say that the future of humans is going to be dystopian now the future will see humans being replaced by a fleet of slick automaton who are destined to glue weld and solder us out of our jobs and diagnose account and dissect us out totally now that's one part of the argument but this part of the argument is about heavy weights heavy weights such as Alan Musk or Stephen Hawking or that matter even Bill Gates but there is a counter argument going on here and as had happened in history even earlier when the industrial revolution happened many out there said that machine would supplant man but that didn't happen and today of course everyone says AI will supplant man but in the meanwhile AI continues on the path of sophistication achieves greater and greater heights so even today AI doesn't have that one thing that we humans do and that is human insight so this discussion is going to focus on human insight versus AI in marketing and moderating this panel is Ms Bindu Seti who is Chief Strategy Officer J Walter Thompson India and she's held this position since the year 2011 she spent over two decades in the world of advertising in India she's also won the JVP Atticus Award for original thinking she was largely responsible for setting up pumpkin social that is the agency's arm that redefined the way communication was presented to promote new health programs in the rural and suburban sectors may I please have on stage Bindu Seti good evening very warm welcome to you please join us here on stage the moderator of this next panel coming up ladies and gentlemen and while she walks up I'd like to invite on stage the panelists Anirudh Pandharkar Head Marketing VIP Industries Arvind Chintamani Chief Marketing Officer Colgate Pamoliv Juzer Tambavala Head Marketing Franklin Templeton Mayank Shah Category Head Parley Products Navneet Narula Head of Watson Customer Engagement India and South Asia IBM India and Pradeep Hajmari Chief Executive Officer Edum Ventures Private Limited and I'll hand this over to the honorable moderator of this discussion so exciting times you know I've been in market research advertising and marketing for maybe a hundred years exaggerating of course and every time something new like this comes up and we have to think through the whole damn thing again I think I'm a bit tired about it but anyway with a lot of passion we'll go for this one there's an exciting and diverse panel so I don't think I will have to why is somebody ringing the bell is it already over then we can all go home or get drinks outside so and from diverse set of companies so we'll get a good perspective our conversation outside has been that since we've got a very good perspective of how creative agencies are looking at creativity and integrating machine learning and artificial intelligence into doing things I pointed out to Tamara of course just as a digression the Rembrandt happened because somebody thought of doing Copping a Rembrandt which is an insight and then of course execution followed through AI and she said yeah yeah you can only think of that because you're a planner so but getting back to the subject what I thought we would do and that's the conversation we had in the speakers room is that each and every one of the panelists if they could and I think that's the big issue now that we have a background from Tamara and Ashutosh and of course I believe a completely another point of view from Mr. Sodhi which always happens and I always enjoy hearing about the Amul case again and again what we would do is get everyone to speak about machine learning and AI in the way that they are grappling with it in their particular organisations how they're using it, what is the issue what is the struggle they have what AI means to them how they're trying to kind of address because how they're defining it and if this is the conversation we had if they had a bit of money and time what is the first thing to do, how do you get started on that so that's how we'd start and I think everybody has a good sense of what's going on I'm going to start with you So I think you put forward a lot of questions but I'll just give you a quick perspective of what the way AI, I mean as an organisation we view AI and I view AI personally I think to me it's essentially about if I look at what humans can do humans can acquire and capture data they can process it they can reason with it and they can take corrective actions this is typically what for me an AI tool should be doing and is doing right now I think the only thing that today that AI can't do is really bring in the emotional aspect which humans actually have I think from a business perspective the big thing that we are really grappling is from the financial services business I think today with you know customers obviously there's attention spans in terms of you know even where products are concerned is obviously getting more and more challenged and it's very difficult today for us to really get one step ahead of that customer to figure out what's the likely next move that he is going to make what's the kind of product that we can really offer, what's the kind of pricing that we can really offer for that customer and we're really investing you know a fair amount of time, money, energy, people resources in trying to build that platform for the firm to make sure that you know we can at least get at this point in time we'll write probably one step behind from the customer to get in line with him and then hopefully in future you know get ahead of him Yeah Pradeep, would you like to take So I've got sort of a couple of observations you know bases my experience with intelligence per se and then of course we're expecting the machines to sort of come into it one is that you know it has to be taught first right, it has to learn and even before that is the process where we need to bring in things that it can learn on and that clearly is a hugely human effort you know so both of these in my view will you know need to coexist because there are otherwise you know there'll be all businesses looking like one another if you're going to use sort of regression based modeling very clearly innovation will work absolutely in the opposite side because by all measurement sciences terms it's an outlier right and nobody is going to catch it so if that were to happen then you know technology and so called artificial intelligence will be the reason why a lot of innovations will never see the light of day so I really believe that we are still and we can constantly see how human capital creates wonders so I am a firm believer that that cannot completely be substituted but yes the computing based strength which humans will struggle with when you're working to find something that humans will apply a bias and ignore that is something that a machine can definitely pick up and throw at you right so it can really enable us to do something at a far greater scale and at far greater reliability however the human will play for years to come definitely a very significant role and so will human inside so I mean I picked up on something that Ashutosh said which is the fact that it's a tool so in some sense that's what you're saying that it that tools and you need a lot of human thinking effort and skill and insight to improve them to train them so that they can give back to you at least something that's closer and unique and one of the things that I think I grapple with which you touched upon which is a very interesting point is that if you're all going to go to the same algorithms and the same machine learning patterns and big data pattern seeking then the brands that come out are they are the strategies and the way they engage with the consumers that they're going to use are they going to get replicated and therefore where is the uniqueness because in the madness of human error lies some amount of distinctiveness and uniqueness and therefore where does all of that stand so just one point I know we'll get to the discussion later but it's just troubling me as you mentioned and as I said it can work against innovation if you have humans who can get the machine to tell you what would happen if this would be done it can give you a fair prediction so that's where I think it can still participate however it can never take out the way that a person can solve the problem and it's all on the past so if we are all talking about the future it's what we will decide to do with it so it can in fact give you things not to do other than to do that could be a way of using it yeah so I mean while we have been talking about human insights and artificial intelligence I'll just give you an example from my industry which is luggage everybody is talking about smart luggage today at the end of the day whatever Bluetooth enabled backpacks or trolleys and stuff airlines don't carry them of course because we know how delicately everything is handled by the airline handlers yeah most of the times it's about the customer dissonance it's probably over engineering most of them that we need to be careful about rather than just thinking okay this is the problem that the consumer has we have trolleys bags at VIP we have tried doing trolleys bags just follow the bluetooth tip and stuff like that biometric locks on the luggage but the poor airline handler does not understand what a biometric lock is and it creates a lot of customer dissonance bases these kind of intelligent tools that we try to apply and over engineer so there are things which we need to be cautious of yes of course there are positives about it no doubt predictive modeling has helped businesses in my zone and we have been able to garner shares get in new consumers and all those things have happened but I think there's a flip side which we need to be very very careful about so the way we look at it is I mean I would have to start with very unlike way market here of biscuit and confectionary would start a little technical thing that we basically look at AI as three building blocks and three building blocks one is the data acquisition where you try and probably gather as much data about your consumers as possible then there is your algorithm or your logic as we put it and then there is your application and in good old days when we learnt AI it was called robotics because it was more oriented to processes and process controls so these are three basic building blocks now a lot would depend on what exactly are you looking at doing why are you using AI depending on what brand objective is what you are looking at doing so basically going back to the marketing funnel so whether you are looking at driving awareness whether you are looking at driving let's say consideration or be it you know the final stage where you are talking about purchase what exactly are you looking at doing depending on that you know there would be varied uses of AI so just to take a case let's say if I am talking about the biggest biscuit brand or the biggest cookie brand that we have Pallaji in our country the consumption is varied so you know I see consumption happening from probably let's say a six month old to 85 year old and across various socio-economic classes it becomes really difficult to talk to them so you know the way I would probably look at using AI or the way we plan to we are using AI is can I do mass customization when it comes to communicating to them mass customization you know I will tell that you are talking about a segment size of one you are talking and you know deciphering each and every consumer and how do I you know probably communicate to them sell my brand to them or make him or her consume my particular brand so when I talked about data acquisition systems the moment I have the big data and the moment I have the algorithm which tells me you know how is so if it is consumption driven if it is consumption that is what I am targeting then I would be looking at how much are they consuming it or be it let's say communication where I am looking at building some kind of some kind of relevance for my brand I would be looking at you know how do they resonate with my brand okay and since I have a diverse set of consumers you know how can I really break them down to various segments and probably customize my communication for each set of consumer and you know with AI have a capability where I can really you know break them down or as I said mass customization break them down to the sample size of one have probably a customized communication for each of them so I think you know a lot would depend on how we can do that and coming to the third building block that I talked about which is you know the application part of it where you know as earlier Pradeep said that you know the system needs to be learned so we talking about self learning system you know self so basically what we talk in terms of you know machine learning and stuff like that once the system starts learning you know then it needs to be put to application in terms of while it would tell me that these are the varied consumers these are their you know these are their requirements or this is what I need to do if I need to resonate you know or if my brand needs to resonate with them deciding on the communication and then talking to them you know putting that across to them so the third part which is the application or the communication is something that is you know going to be very critical and that's where I see you know probably some more time before we can really graduate and use AI but the first two part which is the data acquisition part or you know probably assimilating the data and secondly which is applying the algorithm or machine learning is something that I think you know can pretty much well be done by AI so Bindu coming to the point where you know what is the role of AI that we would really see in the immediate future BC role of AI in immediate future at least in terms of you know understanding of consumers and probably you know reaching them but talking to them or what to talk to them or how to communicate to them I think you know AI has some more time to catch up because that's something where you will require really human intervention and as you know I would more than agree with what you know that I think you know it's that little perfection that makes us you know different and brand different from otherwise you know you are talking about cloning or everybody doing the same thing and there won't be any difference between two brands and from your sense from my sense of what you're saying is that it's a great way to distribute communication in a customized fashion to a mass lot of people which weren't able to do so it solves for that problem. So it's much more communication distribution through media which like we've seen that go from Durshan to multiple channels digital and now you're being able to customize it because of the mobile phones and there are two case studies the one that comes to my mind is this international case study and you can look it up it's on YouTube of how and it was interesting that how it was picked on things that you could not use to create clusters such as fragrance such as taste such as sensorials which they got and then they created some one lack type of consumers and they created one set of coffee cut it so that one lack people would get in different ways right I'm sorry I think I was off the mic Arvind what's what are you I mean he said a lot of things that for large CPGs I can do for you know very simply when for us we in this country have billion potential you know two billion potential daily interactions we're selling out of six million stores the amount of data that is generated potentially captured is immense there is no question that whoever can use that better will stand to gain so the question of the utility of an intelligent system is I think redundant the question of human role is I think going to be the differentiator whoever does it smarter better faster in a world with fewer resources will benefit so we're doing a lot of experiments very early stages a lot of machine learning whether it's in HR recruitment now with surprisingly good results unfit with organizational culture in internal sales systems you know all the salesmen now take orders on electronic systems go through 100 to 100 SKUs so the prompting of what that store might need based on what that store has been buying or not buying you know is basic machine learning intelligence goes in there etc in terms of programmatic buying on media etc that's obviously been happening and various other experiments we're trying to put cameras into stores to see how are people coming to a Kirana store and asking for toothpaste what do they say cool gate do sada do we've got a lot of data but we want to see how it changes when a child comes in etc etc and then where do they look etc so there's an enormous opportunity for us to gather data and then see what we want to do with it so emotional inclination is hope and intent is high I have a very pressing question which I'll ask after Navneet which what does and you can touch upon it if you like what does that do for what is the ambition for this right now I think the current ambition is distribution of communication and customization and things that we weren't able to it's kind of answering your wish list of how do I reach what part of my communication to which target audience in the best possible way without boring him on IPL or whatever it is by learning data but what would be the wish list what would be the ambition for the next term and therefore how would you skill the organization after you answer the first question then you can answer the second also and then we'll go in the reverse order so guys I believe in a simplest of the term you would have heard everyone what AI is all about the technical differentiation in simplest of the term if used effectively it can give you more time that you can spend with your family that's personal in business front it can help you come to a decision point and decide quickly which you can defend either in your boardroom or in front of your manager that why you took that decision now to me in the simplest of the term that's what AI is to me now what role does it play it can play multiple roles one it can play a role of an intern what it means is I can just a simple question which I would have made ten clicks to get an answer for to me that's the basic level of AI that's been infused in most of the apps today which is more like an intern it can play a role of a colleague where it can alert you if it detects an anomaly on your side or something is not happening the way it should it can alert you either it could be in marketing terms could be a result not going the expected way or in a customer journey if you have a graphical representation or you use a marketing automation technology and if someone is stuck in one part of the cycle for too long it can alert you final and the most interesting one to me is it can also act as an advisor that means you give that tool an ability to make changes on a near real time basis if he believes the action or rather if he believes the action on one of your sites got an audience could be moved faster following some other route so a decision that you created could be overruled and the machine can make the decision for you if you give him that ability to me mainly those are the three key areas where I believe AI plays the role today and it will anyways enhance the future as we move forward so like we were discussing what do you feel should be the next ambitions of marketing organizations and how would you skill yourself to go because I think I don't know if you are skilled to do some of these things in the perfect way we have people who are doing machine learning analytics are we doing it ourselves both from a sales point of view and communication point of view I mean Ashutosh spoke about how mind sharing is engaged with it from the communication point of view I am not sure we have taken the first step because I mean you know even the boost example that you showed Ashutosh was created that was created by the creative agents right and creative agencies are feeling embarrassed but actually it is their product that is going out there and shining through a communication distribution system efficient now to be able to put that out and therefore get better results in terms of market share and consumption and so on so the question would be for a marketing organization where it can use communication in two ways both in terms of sales something that you spoke about Arvind and in terms of distributing communication which is what Manx emphasis was how do I reach that guy with my message even on a one to one engagement basis how do you scale, what do you outsource what do you keep inside how do you see the role because one of the pressing questions coming from a creative agency is how does the creative agency then evolve it is not good enough to be a social media agency or a digital agency you need to be a creative agency in this world of AI so if there is any thoughts that you struggle with, grapple with and I like each one of you to kind of speak about that so let me start with a scary fact first 2.5 quintillion bytes of data is created every day I mean I actually googled how many zero does that mean and it said in British calculation it's like 30 zeros after one and I'll give you a scarier fact if that wasn't scary and if you work with data every day 1.7 megabytes of data would be created by 2020 for each individual on this planet per second and if you are a marketer you would be thinking wow like you said chief for some who can use this effectively it will mean a lot but for some it may mean that you really have to work doubly hard to keep your company flow now why I gave those facts I believe while people will keep learning as they take this journey the three effective ways we see right now people are trying to address it most of the applications from tier one vendors now are infused with AI so a mid-market organization who doesn't have a lot of money to spend on data science can get those apps and get on and start delivering on some results I also see in the marketplace where people do outsour end-to-end marketing including the data work that's also there in the market and then finally as you would have seen where the technology and the agency and the brand work together in a collaborative way where a technology is extended to the agency and they together work on a same platform to deliver results and I see that's where I see a lot of customers succeeding working with the brands I'm not sure if did I answer what you wanted me to do in some part yes I know the other answers sorry I wasn't speaking to Mike Ashutosh keeps pointing you when speaking so you're saying how we should organize potentially to the thing I'm thinking and the words I'm hearing innovation, marketing communication at the heart of everything is this piece of communication through which we engage with the consumer who will then come up with a new product because ultimately what are we here for we are here for behavior shift we say something to the consumer so that the consumer or all of us as people shift from one position to the other and somebody gains for it and what we say is as important as where we say it how we say it all those four boxes that Ashutosh pointed now what we say what sharp human insight observers will say combined with the learning that they have from the machine is this is what we say now in that scenario where they will actually be in exchange between what the artificial intelligence and the data crunching puts out to us and what we put back to that machine and see what the results are and that will impact on all the things which have distinctiveness and softer aspects which actually will lead to human behavior change because that's what we are chasing and therefore how do we structure for it because we haven't structured we've structured for that but we've structured for that in another era and this era and arena has completely changed in terms of what learning and skills that we require it's very easy actually to use all of this data and change the quantifiable meaning reach X amount of people reach this message in this forms to different kind of people everything that we can measure but things that we can influence so there's learning and there's influencing now influence is again constructed out of two things in my view one is hearing what you have to say and the other is what are you saying that I'm hearing what you have to say I think it's very easy for me to shift that behavior so how do we structure for that it's a difficult question and I think we need to even fully understand the potential for what is possible because from stuff you read some strange patterns are being identified that humans are not able to understand how the machine they've programmed is getting to it there was this piece of data faces and profiles into his algorithm and after that for every face that he put in the program was able to identify the gender preference of that face to a 95% accuracy and the scientist had no clue how the program was doing it and had to pull the plug on it so we don't know what is possible fully yet at all right so in the absence of that knowing how to structure will be hard but I think the eventual joy will be from getting to nuances and to then use it to influence so for example Colgate's launched this toothbrush in the Apple stores in the US right now which has a camera on the head which as you brush transmits the images of the parts you're brushing etc and then you open your app and it'll tell you okay you've got a 85% score you miss these areas etc now once you get that for millions of people for millions of occasions and you realize that right handed people seem to be avoiding brushing that part of the gum line and left handed people are doing why etc then you will design solutions better or it'll tell you more things like that or for example you know who does it take to come up with that inside that's the question the asking of the question the imagination of the solutions that are possible when data can be patterned in this way I think that is going to increasingly be our jobs to say that to imagine the business problems are the obvious starting points to solve a business problem now that we know what our business problem can we imaginatively ask questions that can drive influence I think is where we'll have to find ways to organize Bindu also as I shared earlier when I spoke earlier while we look at it for communication but that's not the only thing as a market here and not just as an advertiser it's not just the advertising or communication that we are talking about it's the funnel so there's a huge amount of data that's out there when you're talking about organized retail about consumers how they are buying it and I mean also talked about now going directly to retail outlets being present in let's say going there and trying and collecting data but even otherwise today as we speak there is a huge amount of consumer data that's already lying with on how they are buying it why they are buying it, when they are buying it there is a huge scope of putting AI to use there in terms of understanding how your consumers are buying your products when they are buying your products with what they are buying your products and running algorithms on them to better understand their requirements so while we as probably market years more skewed towards advertising are talking about pieces of communication that we should be or how to target them how to probably influence them I think even down the funnel when you are talking about actually purchase act and the advocacy part of it once they purchase your product I think we need to look at the data which is already there out in public realm with organized retail and probably work on it so to my mind I think I would not restrict just to communication or advertising part but even go beyond and probably go full 360 degree of marketing part wherein you are also talking about purchase you are also talking about advocacy and other absolutely I didn't mean that I said you since you spoke about it all I was saying is that then if you are going to use it in all parts how will you structure for it, will the structure change do you have any sense of it I am sure we all starting of it in the conversation about how will marketing structure itself organization structure themselves maybe data organization structure themselves differently Google structure differently organizations by and large structure themselves in having a marketing department sales department my sense is this data management department will become bigger and then you need a human insights department that will kind of train the data and I am just saying if you can take a punt at and we will start from this side of how would you structure your organization to make the best use of this new tool which is vast and has immense possibilities to give you stuff because they will come a time like it came to us that everybody had distribution muscle and everybody had so many things so it became parity so how do you structure for that kind of thing with the increase in data and the kind of cuts that are available most importantly I don't think there would be any greater change in the marketing structure so to think because ultimately the brand teams on the marketing teams have a business problem to solve and that business problem can be very well now defined by the amount of data that we have and the inferences from the data that can be drawn ultimately that's what a marketer's job is to either solve a problem on the business front or the consumer front and the intuitive part of marketing may slightly come down because we have a lot of data which now helps us getting predictions for casting and stuff like that but I am saying the basic structure of marketing in the next 3-4 years probably will have adjuncts of analytics but the core of marketing would probably remain the same you asked the most difficult questions but couple of observations, I think one is that we should never try to get people buying into something out of fear and I think all of us fear this world with what quintillions of data you know two and a half quintillions of data what registered for me was 30 zeros now I am immediately going to go to Amazon, hire a server and start gathering the data no but you know I think the important thing and I think people use this term very often, data is the new oil you know in the other day I was talking to a friend and he said you know he read some article and stuff so I said you know I just got one perspective on it oil has many properties one of the biggest one is that it's combustible and it's really slippery so that's the one thing that we should really watch out about data and the thing that alters the viscosity and the explosiveness is the humans and if we put it in the right place like the gasoline tank it can really help the person in control to do wonders so as much as I've been learning and I don't think and that's why I was wondering where does intelligence meet learning so I think we are still all learning and most examples that I hear are all unsupervised machine learning or retargeting which is if you really ask me at the moment it's fairly branded I sometimes feel it creates post-purchase dissonance they target you for the same brand but not to buy it, it's again time and again in your face so I mean jokes aside I think that's one that we shouldn't do and the other thing I think intrinsically that we should be conscious of is that culture determines a lot of things no AI tool told Google to structure its organization the way it did it defined its culture and then they leveraged what came out of it and we understand that there will be a lot of conversations of consumers out there and we are always going to try and appeal to them we've got to see how we can make this a companion of ours on that journey to be better to be more specific to do really better creatives which people will really want to like flip the page on and then come into the world because you know we are always going to be bombarded with a lot of media none of us can predict what will happen in the next five years but it's what we decide to do to ourselves that will either prep us or pop us out so that's exactly the question I'm asking is do you have any sense of what we should do with ourselves right now so I think one is that you know we should definitely not ignore this aspect and take very keen interest in it to ask the most difficult like you are and the most human questions because at the end of the day let's understand one thing we can be learned but we become intelligent when we hang around with learned people because we take from each other's experiences we do more research and experience some things on our own and then become intelligent if machines don't do that with one another they will not develop that intelligence so it's also about our ecosystem there are marketing clouds where I don't know how many people will ever put the data out there but unless this thing which is meant to learn which a human will tell it what it needs to look out for is meant to play in various playgrounds it's never going to develop that intelligence so I think culturally we need to prepare ourselves and be open and know that it's a powerful tool but never make it a crutch don't try to defend your job using it don't try to defend your creative using it but let it sometimes give you results that you want to be surprised so be open to it is what my submission would be difficult to comment after everybody said so much about that's the thing about long platform I just pick up something that he said it's about culture you pose the question of the panel what do organizations need to do marketing as a team the first thing I would like to say skills can be acquired but orientation can't I think using AI tends to be today it's become a fashionable term think about it in a marketing conclave today we are talking about a scientific tool called AI it's about the orientation of the organization two is that all of this it's good to say that well am I going to use AI how am I going to use it but let me tell you it requires a ton of investment it requires a ton of ability to have the ability to capture good data today a lot of data and organization tends to be very very muddy and which is not going to give you the results that you are actually looking for getting the third thing that I want to say is that this is a it's a long drawn process it's not something that well I'm going to put up an AI tool and the next thing I'm going to get the right prediction of what kind of product am I going to be able to sell it's not going to happen I think brands like Amazon have put in tons of money so you know I think one of the questions you asked about what next so you know Amazon is actually testing this whole concept of saying that well one is to recommend a product on their platform which they are doing very very well and they are asking that well can we predict a future buy and actually send the product to the person's house right and what if he doesn't buy this is fine no problem we'll still give it to him free but they are so confident of the fact that well they are today using data that's available to them not just of user behavior on their platform but also external data you know they are getting into a position to actually predict so correctly I think the last point that I'd like to make is that you know this whole puzzle of saying that well is marketing now no longer going to be an art it's going to be a science I think today the science is giving us an ability to make sure that the art works in fact that's a good note to wrap up and see if we can take some audience questions this is an interesting article which I again recommend everybody reads which was in the mint in which the author says and this is the headline and it's a good place to stop it says for the future to be a for the future of AI to be bright the skills needed are human which I thought was fantastic can we take questions or we've run out of time we're out of time so thank you everybody I hope we made some sense can I have Mr. Pradeep Diwedi to give up the momentous please get the momentous presenting the momentous Mr. Satyaprata Das CEO of Media Keys India Sakal Mejia Group CEO once again we'd 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So one last winner coming up in a little while, so keep tweeting away, your hashtag is E4M Conclave, but of course, all right. So Michael Jackson during a very difficult phase in his life defending his reputation had once said that just because it's in print doesn't mean it's gospeled. But you know what print is, black and white and print beat him. Do it. We now have a very interesting conversation on the power of print between head marketing passenger cars, Tata Motors and the group CEO Madison Media and OOH at Madison World. Mr. Srivastava brings over 23 years of experience in sales and marketing across consumer durables and automobile industries. In his immediate past appointment, Mr. Srivastava led the portfolio of the marketing director Middle East for the French car maker Renault. He previously held the position of a product group head marketing at Maruti Suzuki. Ladies and gentlemen, please welcome on stage Mr. Vivek B. Srivastava, now in conversation with Mr. Vikram Sarkoja. Okay. You know something, I think it's a setup. We are sitting in an AI conference and we are supposed to be talking about the power of print. Now, I was just really struggling to find the AI angle and then I figured that it's probably the only intelligent consumers left are the ones who are actually consuming print. But you know, that's just to start off the conversation. I don't want this conversation to go around talking about the existentialistic nature of print. I think we, I don't want to be apologetic about it, the fact is that you've got whatever out of a one billion sort of consumers that IRS picks sort of monitors, you've got 400 of them actually reading print, 170 of them read it in the last 24 hours. So it's not a small number by any stretch of the imagination. Will it be around 20 years from now? I think it's as much of an imponderable as will 200 million of Facebook be around 20 years from now. So I think that's neither here nor there. The fact is that it's a huge and very, very important sort of medium at this point in time. So let's try to keep this discussion around how to make it a very integral and essential part of the marketing plans. So I thought we have about 20 minutes to talk. So I thought I'll cover three areas. One is what is the role of print when it comes to the entire multimedia integrated media setup? Number two, the effectiveness of print. How do we measure? And number three, how can we get the good creative juices flowing back into print? Let's start with the first one. Look, I know from a, I mean, Tata Motors has been a very, very strong believer of integrated media. And I think you take pains to say it's not multimedia. It's not silo, but it has to be interconnected. Tell us about this interconnectedness of media that you look for in your plans. Thank you, Vikram. I think interconnectedness is quite a cliche, but many of us don't really follow it. I think we have to commit to that interconnected right from the stage we create the creative brief and take it right through the end of the campaign. It's really much more difficult to follow it in spirit than an intent. Yeah, you're right. At Tata Motors, we have been pushing that quite a lot. And I can say quite confidently today that when sticking to this really hard and sometimes to the discomfort of our agencies, it's really worked for us. In the last two years, we've seen substantial change in the way people look at us. I mean, we've, one of the auto companies which have been growing consistently for about 30 months now, and huge change in the kind of brand perception. And it's all because of this rather cliched, but, you know, a cliched mantra, I would say. Do you think you're able to assign a role to different mediums? So what does TV do, and specifically what does print do, and the rest of them? I think we wouldn't be able to do justice to interconnectedness, as you call. If we don't assign very, very precise role to each media. And since we're talking about print, I'll begin with print. I mean, all of you have bought automobiles at some point of time or other. And there's no better way to showcase a car other than a full page print right below the masthead. So I think that really is one element of print that we keep dreaming of as automotive marketeers. There are the elements as well in the mix, you know. Obviously, the television part has a lot of emotions which is overlaid on the rather technical aspect of print. TV does the emotional part. Today, more and more digital does the selling part, you know. Thanks to the medium of digital, we can really cut and slice a customer very precisely and reach the right kind of person at the right time of the day with the right message. But the romance of print continues very much in the automotive sector. Okay, great. Do you believe, okay, if I have to right now say that between print providing you credibility, the entire conveying of visuals in an impactful manner, which you just mentioned, localization, a sense of immediacy, a forum for presenting new news like launches and also an antidote to fake news. Now, these are some of the reasons why people ascribe to using print. Are any which stick out for you and more than the others? Yeah, and while I just alluded to the romance of print, but it's not really so simple, you know. I've just landed back now, landed in Bombay now from a rather heartbreaking visit to Bangalore to discover in one of our dealers that we had a full page launch ad which generated the grand total of one lead. So that's the other side of the reality. So I think it's very, and when it's coincidental that we're talking about AI in this forum, I think a lot of hard work has to go into what kind of market, what kind of publication, what kind of print media deserves, what kind of a creative approach, you know. To me, you know, what you do in a magazine has to be completely different from what you do in a daily and it changes dramatically also market-wise. I'll give you, I'll go a little deeper into the example I just gave. It's from the city of Bangalore. It was a full page ad. I had, you know, walked in with arrogance into one of our network and I was faced with this rather, you know, a nightmare of a number. And it really brought me down to earth and made me realize that we need to put far more intelligence and data into planning even our print. Of course, we, I recovered a little bit when I realized that, you know, a similar, for the same product, long-form kind of media on print, which talked about travel studies, which talked more about the technical aspects of the car, had much more impact in Bangalore than just a plane advertising. So I think it's very, very important to put data behind the plan for print. It's not just buying acres of space on print, but think, I would advise the marketers to think behind the content, behind the tone and style before you go into newspapers. Believe me, it changes publication to publication city by city and, you know, I would say product to product as well. Great. Do you equally have a story of an ad of yours that got fantastic number of leads? Fortunately, I have more than one. Otherwise, I'll be without a job now. Yeah, but yeah, there are, you know, I have a very fond remembrance and since we're talking about Bangalore, I'll speak about Bangalore again. We launched one of our compact SUVs, the next one, a little more than a year and a half back. We went, while it was print, we inlaid a little bit of intelligence. AI, as we called it. And a customer could download an app and point his phone at the ad and he could see the car, you know, in 3D on his desktop or on the stable wherever the paper was. And very glad to say that we had a lot of, you know, public from Bangalore, taking images of the car, popping out of his newspaper and putting it on Twitter and Facebook. So that really worked well in Bangalore. So I think we didn't learn the lesson there, but I'm sure learned it today. Fantastic. So what we're getting out here is understanding not only your consumer but your market is becoming important and what kind of creative or messaging is really going to work there. And two great examples of where it did and where it did not. What has been your learning in terms of print also, or to do with interconnectedness of media, does print also impact digital activity, like whether it's sessions or registrations or stuff like that? Any synergistic impact? Yeah, it's interesting that you asked that, Vikram. So again, going back to the same example, I had to kind of retrieve my pride today. And what we realized that while the leads generated from that ad was one, we had a huge spike in the visits to the website from the newspaper ad. And then obviously turned around quite a few leads from there. So I think we also have to multi-dimensionalize our expectations on what to expect out of each of our print communication, not keep it just in the offline space. Today, I think the consumer is seamlessly flitting across the various media. And we'll have to broad-base our expectations beyond just leads, a brand, but really be inventive on the parameters that we measure our effectiveness as well. Okay, let me just try to get you to make some choices. You talked about TV actually building the entire emotional quotient. You talked about print building both visual appeal as well as walk-ins and sort of walk-ins to the dealerships. And actually digital for closing the sale. If you, we haven't talked about outdoor, which of course has its own role, and very, very active role in autos. In all of this, when it comes to crunch time and if you have to make a trade-off, which is the one to face the axe first? And last. I think it's safe to say that every day is crunch time for us, especially in Tata Motors with the kind of growth we're gunning for. I'll give you a data to kind of tell you the choices we are making. This year 50% of our spend is on print. I think that kind of answers your question of all ATL 50% is print. And it's not that we've been doing out and out call to action advertising or promotional advertising. We've done quite a bit of launches as well, but again, I go back to the point I made earlier. It's not just buying space. I take a bit of pride and thank my media agency as well. A lot of data has gone. Today we have repository of data. Again, machine learning I would say where I can say that if I launch, if I release an ad in this market, this page, this size of ad, I know approximately what is the kind of leads and what's the kind of web visits I'll get. So somewhere, there's a bit of machine learning AI in that as well. Brilliant. Okay, so for all you Naysayers, here is one of the most successful auto companies in the country spending 50% of his money on print and planning to keep it that way from whatever I can make out. You said this more than once, this entire piece about the empirical results coming from print. Now we know that Tata Motors is known for the analytical rigor that you put into place. You seem to be having benchmarks or expected inquiries for insert application market like you just mentioned. Give us your tips on what has worked for you in print to reduce the cost of inquiries by publication. So for example, how do you reduce cost? What is your some cheat codes that you can give all the people out here? Which are the top responsive markets to print inserts? Which are the publications which deliver highest response? What is the kind of mix that you actually like to use? Do you use long tail publications or just the top ones? Basically, I'm now just getting into a little bit of the gory stuff. But if you can leave the audience with some kind of cheat codes and something that you picked up through empirical data, that'd be valuable. Yeah, I think I can spend the evening talking about the data behind this become, but the cheat code basically is to follow database trends with a high weightage for recency. I mean, I think the Indian consumers are changing very rapidly. While his fundamental behavior doesn't change, there's a huge weightage to be given how he responds to the market, the economy and many other things in the last four or five months. So as I said, we are building a huge amount of data to really kind of, before we release an ad or before we release a campaign, using the data we have, there's a number we can kind of pinpoint. And that's what I would advise all the print planners, media planners here, use data, factor in the recency effect, and stick to that is what I would advise, yeah. No, I'm not going to let you off, so you'll have to be more specific. Do you think large size ad works? The large size ads work more than small ones or which one wins, large or small? I would go with the large. And how important are positions front page versus inner pages? Very important, I mean, most of the time- Who I was hoping to hear the other way, because it just seems to be limited in when the papers are selling. I know, I know, but we were just talking outside. October 10th this year, it took me quite a long time to reach the front page of the Times of India. I think many other marketers feel the same way, but having limited money, I tell my team to err on the side of, you know, page position rather than size. Page position of a size. Okay, so do you feel, it's not a question, but do you feel regional publications work better for you or national publications? Yeah, so I was just looking at some data on the flight. I think the entire industry, the print media is growing because of regional, you know. And not only the economy, in fact, is being bolstered by the smaller towns, the regional languages, the Indic languages. And I think the future is in going regional. Excellent. We're getting a fair, again, the take out that I'm getting is, I think the data that you really measured is what inquiries or leads, or is it? Those are the immediate benefits. Like I released an ad today by afternoon, I start measuring the leads. But there are, obviously, the brand parameters also that we follow, probably over a month or so. And you do, when you say tracking, when you say tracking prints impact on that? Yeah, so not to forget the hits on our website, which, in fact, starts before we start tracking the walk-ins to our showrooms. And you're able to attribute them to the different mediums, print versus digital versus TV? Yeah, of course. We know exactly which day of the month or which is the area that we've released the ad. And we can localize the web visitor to where he's come from. So that's quite basic. So great. There's a lot of empirical stuff in actually establishing the entire magic behind that 50% budget that goes into this, into print. So now let's close up this conversation by actually talking about how to extract the greatest creative juice out of print. And I'm talking to somebody like you talked about your, you brought about AR and VR, both you use them through innovations. I think you use a key very innovatively to which brand was that? I think you use for customized test drives for Nexon. So you, for Tiago also, I think you used, was that a key or was that a virtual reality? So you use a whole lot of technology for these kind of things. But you've also been spending a lot of time on making sure that the visual appeal of the advertising is good. Now we all know, like for example, one of the famous ads of all time, ads was at 60 miles per hour, the only sound you hear is of the clock ticking, the Rolls Royce one. Now what will it take to get that kind of magic or your kind of magic to become the norm from what we see? I'm not very impressed with the sales day ads that I see in terms of creative capability. I'm a strong believer in classic advertising approach. I think firstly, we need to give the creative agency time to really sink in and kind of get a feel of the challenge. Give the creative guys time to really get the juices flowing. You can't give them a brief today evening and ask them to come back the next day with a print ad. You'll get, I don't want to use the negative word, but you'll get the kind of leaflet kind of advertising. So I think the advice I would give is follow the process, prepare a very disciplined brief to your creative agency, give the agency time, embed them as part of your own team, embed your problems and your successes into the creative team. And the most important, what we've been doing well at Tata Motors, I think, is to really enhance the interaction between the various creative teams of digital and offline so that there's a very, very seamless approach and there's a good exchange of ideas and thinking. So to put it simply, give the agency's time, embed them closely within your own team, let them feel the problem as it is theirs and I'm sure the creative masterminds will do the job. Great, thank you. I think with that, we're coming to the end of our 20 minutes allotted to us. I'm definitely getting the impression that print is a medium which is clearly there to build your brands if you know how to build them. What Vivek has just told us is whether it is the kind of focus in which they spend on how to develop the creative so that the, I love the word that he used, romancing the entire visuals and romancing the consumers with the kind of visuals and actually taking that pain and bringing it out on your whatever be the print format, be it magazines or newspapers, it's actually being able to understand how the various mediums play a role in the interconnectedness of it all in actually delivering the final results and then actually having the ability to set yourself the KPIs and then measuring, tracking the data and then actually seeing what works. His entire ability, I think the detail which is the same to get into in terms of going down to micro levels to see which kind of customization of message to do for what kind of markets, what where are you likely to get more results. There is artificial or not, but there's some real fantastic intelligence at play out here. Thank you so much for all these insights. Pleasure, thank you. Thank you everybody. And thank you both for being on the stage of E4M Conclave 2018. We'd like to say thank you to both of you. May I please invite on stage Mr. Vinod Srivastava, Chief General Manager, Strategy and Brand Development. Then Ijagran, good evening. Request you to please do the honors. Once again, we'd like to thank Mr. Vivek B. Srivatsa and Mr. Vikram Sakuja. Thank you Vinod for doing that. Thank you both so much. Thank you. Ladies and gentlemen, that time of the day when we once again share with you our partner films once again saying thank you to each one of them. A part of films coming up right there on the screen. Okay, we have our final Twitter winner. I'm going to invite on stage Anjana PV. Hi Anjana, come on up. You're our final Twitter winner for the day. We've been running a Twitter contest just in case you've just joined us. The most innovative tweets going out. Congratulations. That feels like good fun. Yeah, that's for you. And thank you Anjana for being here with us today. Okay ladies and gentlemen, the next man standing is a veteran at Lenovo IBM. He led the formation of the pioneering and much talked about Lenovo Global Marketing Hub in Bangalore. He led the marketing communication and advertising globally for Lenovo in that role and was instrumental in launching multiple global campaigns besides establishing a WW market research and analytics functions in Bangalore. The Lenovo Hub model henceforth has become a case study and has been adopted by many large organizations. He's currently the CEO of Lenovo India. Please welcome on stage Mr. Rahul Agarwal, who will now be talking to us about AI implications for organizations and the individuals. Am I audible? Am I audible at the back? Okay, I must say it's a little unfair because I'm the last speaker I'm told before the party begins. And the second part of unfairness is that I've been asked to speak on something about which I know very little and leave aside expertise. Like most of us I'm trying to still learn my ropes on what this subject is. So let me start by asking you had four and a half hours of intense discussions on AI and I saw some very magnetic and powerful people who have come and spoken to you about. So has it improved your understanding of AI greatly? Do you feel semi-expert or half inexpert? Any yes or no? It can't be quite, guys. Party is just going to start, right? So you can start showing some energy now. Do you feel like an expert? More lost, okay. So if the answer is not a firm, no. I think that's absolutely fine because we are all in the same boat. In my view the theater of AI has just begun and there are shows going on all the time and this is one of the shows and I think queues us to the organization for choosing the subject and the attendance of this event I think is a testimony that people are keen to understand. But there's a lot being spoken about AI. It's this black box where people don't know what's really inside the black box. In this nevelous cloud which is kind of floating around us, people are talking about impossible stuff being done by AI. There is FOMO, fear of missing out. There's also fear of being irrelevant. And there are some people who are talking about fears of machines ruling the human beings. So I think it's a fairly interesting subject and why am I here? The role that I am doing today is not really AI. But AI is relevant to all of us. So I was told that this community is largely a marketing community, a community who are dear to me because I was a part of this community till some time back. I still miss that life. And I was told that to bring out a flavor from a brand. How many of you are just a razor van? How many of you work for what we call brands, organizations? Very few. And how many are from the creative side? Then what are the rest from media? Media? Alright, so I think you need to analyze the crowd because this just added up to 30%. So is there some category that I'm missing? Just shy, tired. Alright, so I'm going to assume that it's mostly creative plus media. So I was told that hey bring out a flavor from an organization point of view. What is it that is bothering you? And how are you really going through this hazy path? Couple of things that made me feel comfortable with the subject was one, Lenovo is actually doing a lot in AI. We invested, started investing about three years ago. We've spent millions, hundreds of millions of dollars on AI. And the results have started showing. We've also invested in about 8 to 10 AI companies. And in the next 12 months, we are going to roll out products which will have AI as its backbone. So it's quite relevant to me and there are a lot of conversations that are going on on what can AI do for Lenovo. So it's quite relevant but I must give a disclaimer that my own understanding is fairly primitive and what I understand kind of gets dismissed after three, four months. So we're all together trying to learn this and see what is implication on us, which is a theme of my page. So I don't have a clicker. So who's going to, is somebody going to click? This is in the podium. Okay, so you know I'm assuming that most of you have had some interface with AI. So when I was building the deck, I just wanted to probably put some basics to really reinforce that AI is not this fancy thing which is sitting in some other planet but it's touching a life already. So all these things when you talk to, I don't know how many of you have a Lenovo PC but when you talk to our after-sale service on the chat window, you may be talking to your AI-based chatbot, not a human being. Smart assistant and smart speaker. Again, they use AI as a foundation to really be of assistance to you right there and then when you want it. And we've all been served ads, right? We've all been served ads and many of us click on those ads and that entire Google machinery is based on some of the most powerful AI engines. I think that is one organization which is really leading the whole application of AI. And social media, what gets served to us, we don't know but what is getting served to us is customized based on our preferences and this is getting more and more sharper and the content is getting more and more customized without us realizing. Just sit with your friend and go on a social media and just go down. The sequence of content will be very different. So I think this is clearly a proof that AI is right in front of us. So what is AI? I don't know, Ashutosh, you must have covered it but to me, I'm still trying to understand what is AI and I don't know if people are clear about it because the definition of AI is one thing but to really understand what is AI is important before we get into the implication on marketing and organization and on us. And this is one definition that I like a lot and the key word here is human brain. Now machines have outperformed human beings when it comes to the mechanical movement, right? Look at the cart, look at the automobile, machines in the factory so that's no big deal but they always needed a brain, a human brain to manage the machine. Now AI for the first time is saying that hey, can a machine actually mimic what a brain does and in fact does a better job out of it. And how can you do that? Because brain is a very complicated structure for two or three reasons. First is brain has a lot of emotions, emotions complicate life. Emotions complicate everything. Do we agree on that? Absolutely. Number two, a brain can get fatigued. After a few hours you will feel tired, your efficiency will go down. Number three, as you age and it's an ugly realization, as you age your brain slows down with all due respect to my age category people but you tend to slow down and most importantly the computing power of the brain is very limited, right? Now computer possibly with the right formula and algorithm can do all this at a much better scale at a much much better scale. And the other key difference between AI and whatever has happened from computers and other analysis or analytics is that AI tends to make the machine learn. So even with very little data, very little data the algorithm can actually learn on its own and come up with stuff that has not been programmed. And computerization till now has been all about programmed stuff. So if you need a brilliant software analyst and a programmer who will predict the output but use the computing power but the key word here is learning. So if computers can learn they can do a much much better job than what a normal human brain can do. Of course it has limitations as I think we've heard from the panel. Again a couple of charts. AI is not new, it's been around 1940, 1955 but nothing much happened till about 1990. And it's only in the last two decades that people have been talking more about it and only in the last six to seven years when it's really becoming hot. So what is the AI continuum? I still want to spend a few minutes trying to help all of us including me understand what is AI. Now there are three parts to the continuum or to the spectrum. First is analysis. Now data analysis is something that can be done by human beings. So in a sales environment data analysis means you look at last two years sales data and then analyze hey my sales go up in the third month of the quarter and you know these are my most profitable customers a simple analysis. Where human beings really pretty much analyze but computers can help. Second is analytics. Now analytics for the same data can tell you who are your most profitable customers and who are the customers who are likely to come back to you. Analytics can also tell you what are they likely to buy in a limited way. Now AI is actually just an extension of this. It just goes a few steps forward and says look you've analyzed the data, you've got some analytics but AI can actually reach out to those customers on its own with the customized offering and actually give a pitch. And that is where AI starts replacing human beings in some ways and which is why we all are all talking about the jobs getting killed or replaced by human beings. But it's a reality many of the email marketing jobs will become obsolete. Email marketing is surely not going to happen. Targeting, segmentation can be done automatically if you have the data. So that is how you go to remember AI. It is not something fancy that just like a blockchain. Blockchain is very difficult to understand and explain. But this is actually just deeper analysis with the power of brain and something that learns on its own. So why is AI gaining prominence? Don't want to bore you with the stuff but data. There's so much of data being generated. All the data that we have today in any history is 90% of that was created in the last two years. That's the kind of data we are creating. Computing power, I think everyone knows how fast the computing power is growing and how it is actually getting commoditized. Anybody can get access to the supercomputers today. And lastly is the algorithm. I think Google again has taken the lead and the whole beauty of their programming and the whole beauty of reasoning which actually lays a path for any AI engine to function is happening now. So it's basically the convergence of these three factors that is really making AI explode. These are some applications. Some of them are there in India. Some of them are not there yet but in many parts of the world these applications are alive and they are making a difference to how people either provide services on products or receive products and services. So I don't know how many of you have heard of this. I think everyone has heard of the deep blue. But can anyone stand up and say what is the common thing between these three? So these are our examples. So these, there are three examples let me show. So on the left is Gary Kasparov. He's supposed to be an extraordinary, he's supposed to possess an extraordinary brain which can possess, process information much faster than normal human beings. Because when you're playing chess there are millions of permutation combination on every move. So for the first time a computer could beat it and nobody can program anyone how to play chess because the permutation combinations are so huge. Secondly Watson, again IBM has done some path breaking work on AI. This is a game called Jeopardy which is played in the US, very complicated game and you know there was this game that was played sometime back and again Watson was the winner and people just didn't predict it. And lastly there's a game called Go. I don't know how many of you are aware of Go. It's a very complicated game, very complicated game and everyone predicted that look there's no way any computer can beat anyone on this game and the same happened. So these are some extreme examples. There are some daily life applications but this shows you what the power of AI is. And remember this happened 20 years ago. 97 is then Deep Blue defeated Kasparov. So now let me actually come to the subject which is what are the possible implications of AI to an organization like Lenovo. And it's important for all of you to understand because if you're working for an agency then this is relevant for your clients. And if you can partner with them in this journey, I think you'll get a better place in their space. So first is product innovation. Can we actually give customers what they really want? Do we have products which are based on AI like voice assistant? But more importantly, can AI help you to build products which customers really need? Analyzing all the data that we have. Rising, now it's one of the most complicated subject is rising. In our consumer business we sell more than 100 different SKUs. And they're sold in different routes and it's a very difficult task to decide what to price, where. And no human mind can do it. And at the end of it it's fairly subjective, it's rough. I think AI can help us do the optimal pricing for maximizing our profitability. People, now this is where AI has not really been used but anybody who has hired people knows how subjective that whole process is. Despite some test and assessment and all that. But AI can actually help us tell who are the people who are more likely to succeed because of the cultural fitment, because of their capability. And this is a huge, huge value that can happen to organizations. Marketing, I'm not going to spend time on it because I think enough must have been spoken about it. But this is something that is happening, right? A lot of this is actually live. We do digital marketing and it's customized. Google and Facebook and other folks tell us, hey, give us 29 creatives and they will be served to 29 different kind of customers. And that segmentation and positioning is constantly changing based on what your brief is. Retail and distribution. Now again, it's a very unstructured field. We have about 10,000 stores, small or big in India who sell Lenovo. Now which city should have how many stores? Which town should have how many stores? What is optimal detail footprint that we require? It's all very subjective. It's only based on some rudimentary analysis. And there is enough evidence to say that if we have the right data over the last few years, an AI engine can actually tell us. And I'm sure the Watson engine actually is ready today to do that. And the last is after sales transformation. Can we actually do preventive maintenance through AI engine self-healing PCs or chatbots which we use today? And by the way, a lot of companies have started using chatbots. So this tells you that all the four P's of an organization can get vastly enhanced by AI. And it's up to organizations to decide whether to be a follower or to take a lead and get that competitive edge. So in essence, these are the three things that AI can bring to an organization, to any brand. First is better customer focus, better products, better targeting, better pricing, better availability. So absolutely, I think the goal of all organizations finally is to serve the customers in the best possible way. And if you do that, the shareholders value gets maximized, your bottom end line gets maximized. So that's the overarching benefit. Second is efficiency, cost. You do things faster, you scale up faster. And lastly is product because sometimes you don't realize how difficult it is to innovate a product. And if you look around, you'll see there are very few companies who are able to do a good job of true product innovation. And the reason is that the whole process is very flawed and it's way too subjective. And I think AI can play a big, big role there. So how's the Lenovo using AI? I think this is the last part of my presentation, having tried to explain what is AI and what is the implication of AI for an organization where it can potentially touch all aspects of the organization. And by the way, you know, it's like what happened in the last 15, 20 years? Two things started touching all aspects of our life. One is computer and second is internet. So we can't even imagine what it can do. Any function, any process that an organization is doing today can be done in a vastly different manner with the intervention of AI. So these are some of the things that we are doing. So, you know, our supply, you know, we do after sale service and there are millions of spare parts that are relevant for us because products change every year. And we have globally thousands of warehouses where we stock. Now which spare part to stock where is extremely important because if you don't get your part the next day, you know, our CSAT goes down. So we are using a very advanced AI engine to do the stock planning, again based on past data. This is on the cusp of analytics and AI because this is very high-end analytics but, you know, the AI engine is actually now meant to automatically order and reorder for each of the warehouses. So this will become kind of auto mode. We're also, there is a case study we've done. There is in China, we are doing a diagnostic assistance for cancer where, you know, we've done a prototype where remotely just by looking at the cells of the cancer, experts in the US can actually tell what is the degree of the cancer and what is the possible treatment. And we all know that while cancer is by and large a much better disease to treat but a lot of people still run to the developed markets to get it treated. We've already launched smart speakers and assistants, you know, which are a live example of this chatbots. We already used chatbots for our after sales service and I, you know, I had the opportunity to look at a retail solution that we have where we have what we call a manless store. So that store actually recognizes your face as you get in and it, when you go in it, you know, because of your face recognition, it has your past buying history. It will recommend your bag and then when you check out, it just looks at your face and it will debit your payment which is linked. So you can just walk in and just walk out in about 90 seconds with your bundle of goods. So it's an amazing solution that we have. And I don't know, we might not launch it in India because there's no shortage of people here and pilferage is a big issue. But I think a lot of our European and US markets are getting very excited with this solution. Now some of the other things where we are doing research, I think speaker we've already launched. There's a smart service assistant which will go beyond the chatbot. The speech activity recognition. So when people are talking to us on the call center or after sales, depending on their voice, you know, our pitch will change. And this is very important when people are agitated when this problem is not getting solved. And smart supply chain. I think supply chain in the industry that we work in, whether it's phones or computer is very complicated. So we are doing some advanced AI trial there. So NetNet, you know, I think Lenovo is, I would say it's got one foot into this and we have realized the potential of AI. One more example which is not mentioned here is ShareIt. How many of you have heard of ShareIt app? So who owns ShareIt, do you know? So ShareIt is owned by Lenovo. Yeah, it's a stupidly guarded secret. And do you know how many active monthly users are there on Facebook in India? Somebody spoke about it. How many? 200, 225. And India is the largest market for Facebook. Guess what the number is for ShareIt? 200 million. 200 million. So it's almost there. So it's an amazing asset that we have and they use, they're using AI to serve proactive videos. So if you are a ShareIt user, you probably are being served videos and feel good that they are customized, personalized videos for you. They may not be the best today, but that is what is also using the AI engine. Now, what is the implication on all of us as individuals? Why do we work for an organization and forget that you have clients that you've got to cover? I think one thing is we've got to feel good about the fact that it will make us more productive. It will declutter our life. I don't know, self-driving cars in India, I keep telling people, it's impossible. It's impossible and people dismiss it. But that's what they say, but forget that. But smart homes, smart refrigerator, it will make our life very, very convenient. The refrigerator will order on its own, the washing machine will order the washing powder on its own. The smart home assistant will do a whole lot of things that today you can run around. So it will make our life better. It will also give us better choice. Today, if you want to buy a computer, tell me, is it an easy decision? Or a TV, let me not buy it with a computer. When I want to buy anything, it's a mind-boggling journey. There's so many permutation combinations and there is no guide to tell me what is the right product for me. If my daughter came to me sometime back and said she wanted to buy a computer and I was like, I just put her on to the product manager who confused her further. Nobody really knows what is the right product. Even my product manager could not tell my daughter what is the right product. In the end he says, how much does your father want to spend? And my daughter actually came, she's 10, so she didn't know that she should not be asking me this question. She should be going for the lowest price product, but she actually came and asked me. So this is how confused we are about what to buy. I think AI will help us choose our products better. Investment, all of us invest in mutual funds and this and that. Again, nobody knows what is the right thing, but based on AI models, different profile of people will get the right choice. So I think our life will definitely improve as a customer, as an employee. Again, I think our productivity will improve because a lot of jobs will be done by AI engines. And we'll be able to do much more than what we are doing today. So I think you'll be able to show a lot more value to your clients on media management. Creative efficacy, the whole ROI measurement. I think there'll be far more effectiveness if you have the right AI tools. And the other thing is about, you know, skilling. There is a fear of being outskilled. I think it's a little over stated because when industrialization happened and when computerization happened, they all said that the machines will take over the humans. But that never happens because we have uncanny ability to not just ride over technology, but ride over technology and master it. So while there are some fears of AI reaching the source of human cloning, you know, and one should have the humility to say one doesn't know what one doesn't know. But I think by and large, the future is always full of hope as well as paranoia. And I think, you know, we need to stay calm and we need to learn, just know what's going on, which is my last slide. Therefore, what does it mean for all of us? I think it means that we first need to know that this is happening. And this is not just a small technology change. It's a massive technology change that will affect all of us in a good way as well as in a not so good way. And the not so good way is that we will get out of our comfort zone. All our jobs will get affected. All our jobs will get affected. Somebody like me worries that what if my competition takes a lead? That's a big worry, right? If my competition takes a lead, then they have a better competitive edge, right? As a consumer, I'm happy with the stuff that is happening. But in my current, in my role, I'm worried about it. So I think all of us need to improve our understanding. And I think attending this meeting is maybe the right thing to do, but that's not enough. We've got to go back and keep improving. There's a lot of published material by McKinsey. I think there are three organizations who are doing path-breaking work. McKinsey, IBM and Google. And McKinsey is actually on this path of publishing. They're sharing what they're learning. So we must educate ourselves. And keep up-skilling. I'm sure there'll be a lot of AI stuff that will come out. A lot of courses will happen. A lot of digital courses will happen. And lastly, as I said, it's important to keep calm and not get paranoid. Because people do get paranoid. And there are, you know, Jack Ma made a statement that millions and millions of people are going to get employed. And, you know, he's a great visionary. We must remember what he said. But I think we must also keep our calm and know that nothing is going to happen overnight. No change in this world happens overnight. Very few things happen overnight and completely change our lives. So as long as we are keeping our ears on the ground and, you know, keeping ourselves aware of the implications and skilling, I think we are good. So I think that's about it. And I've completed my time slot. We don't have time for Q&A. And anyway, I'm not the expert on AI. I was asked to share my view. I've done that. And hopefully some of you will remember what I said. Thank you. I'd like to invite on stage, Shilpa Shetty, National Sales Head, BTVI, to please present a memento to Rahul, a way of saying thank you for your time and your participation. Thank you, Shilpa, for doing the honors. And thank you, Rahul, once again for your participation here at the E4M Conclave. All right. One last time we'd like to thank our partners presenting partner, Denik Jagaran. Do you know who beats Denik Jagaran newspaper? It's only the milkman. Denik Jagaran is the morning ritual of seven Kuroh Indians. Co-powered by AVP News, Aapko Rakhe Aage, Gold Partners, Zerka Digital Solutions Private Limited, Adum Ventures Private Limited, Media Reimagined, Strategy Partner, Luxury Media Group, India's largest integrated advertising company. Co-Partners, BTVI, Business Television India, India's premier English business news channel. Gifting Partner, Bio Ayurveda, Organic Luxury, Live Webcast Partner, 24 Frames Digital. Thank you to all of you. Ladies and gentlemen, it's that time, that moment that all of you have been waiting for. We have been waiting for. We're now going to present the Influencer of the Year Award. Now, this is something that I see a lot nowadays, that unleash your influence, not your authority. Influencing is the new age mantra in the world of business, and influencers are the new age royalty. Luckily, in the media advertising and marketing industry of India, we have many, many mavericks and many, many influencers who've contributed with their great vision and great leadership. And so it was in the year 2016 that we decided that we must present the influencer of the year award to such visionaries who give us great leadership and take the industry to an other level all together. To present this award, I'm now going to invite on stage Dr. Anurag Bhattra, Chairman and Editor in Chief BW Business World, Mr. Nawal Ahuja, Director, Co-Founder, Exchange for Media. I'd also like to invite on stage our past winners, 2016 winners, COO Viacom 18 Raj Nayak. I'd also like to have on stage 2017 winner Country Manager WPP, CVL Srinivas. We'd also like to invite on stage Ashutosh Srivastava, Chairman and CEO Asia, Middle East Africa, Russia and CIS, Mindshare, and Mr. Rahul Agarwal once again is CEO Lenovo India and Mr. Vikram Sakuja Group, CEO of Madison Media and OOH Madison World. Mr. Harish Sreem, can you please join us on stage and Nazir Rahman Editor, Exchange for Media. Please join us here on the dice. I'm now going to request Dr. Anurag Bhattra to please tell us who the winners are. Okay. First of all, please give this, literally this is like 90% of the Indian media industry here. Right? So please give them a big round of applause. And at our events there are cameras. If you clap, you don't get liquor. So, can you clap louder for the people who are presenting? So, we started the Exchange for Media Influencer of the Year award in 2016. We only do another person award, which is called the Impact Person of the Year. On 7th December it will be the 14th Impact Person of the Year. And the Impact Person of the Year, we do it through a process which is driven by Nielsen. We poll 1500 CEOs, leaders from the media advertising communication industry. And we don't have a say beyond deciding amongst the top three. Then, and we always felt at the end of the day, we are an editorial-led company. We know who's doing well in our industry. So, we should be able to decide it amongst our editors. Traditionally, Noor, now Nazir at ExchangeForMedia.com, Shravna at Impact, the editor of Pitch, Abhishek at Samachar for Media. So, three years back, we said let's start this Exchange for Media Influencer of the Year. People who influence the industry in more ways than one by building their own businesses, by leaving an impact beyond business and in somewhere community leaders. We also said let's recognize people who've done great work for some, but for some reason haven't won the Impact Person of the Year. So, I was deciding, everyone who's won the Exchange for Media Influencer of the Year in the last two years, this is a third year, should have been an Impact Person of the Year, and I really mean it. Because we do it through a Nielsen survey, and in the top three, Meen Aval and Noor have traditionally decided. So, that's how we launched it. And so, Mr. Rajnaik, who doesn't really need an introduction, was the Exchange for Media Influencer of the Year in 2016. Mr. Srivil Srinivas was the Exchange for Media Influencer of the Year in 2017. This year's winners are two joint winners. They come from a single company, and I keep saying to Nauval and to my edit colleagues, both in Exchange for Media and Business World, that we have to discover trends, ideas and people before they get discovered, before they become big. So, tonight's winners and they are joint winners. They run a company jointly. There's a founder and there's a co-founder and president. So, tonight's winners are people we believe. They're at the cusp of being discovered. They're already very big, but I think they're on the cusp of being discovered. So, tonight's winners are the founder and CEO of Daily Hunt, Virendra Gupta, who's here, and Umang Bedi, president of Daily Hunt, who today couldn't be here because by the time we reached out to them, he had already planned something. But we'll have him on video. You'll see an AV about Virendra. You'll have an interview with him. But just to give you a background into who he is and Umang and Daily Hunt, Daily Hunt reaches out to about 150 million Indian audiences in a duo polluting of Facebook and Google. This is one Indian company we exchange for media belief can challenge that. And just to give you a perspective out of the 20,000 crores that get spent in digital, about 14,000 crores goes to Facebook and Google, 10,000, 4,000 crores. So, I believe this is a company that possibly can, and I'm sure you will be able to create an Indian digital media behemoth. So, we celebrate your success, but we know that you're at the cusp of making it even bigger. In some way, it also signals that the, if you look at our winner in the first year, he is a media professional. He's been an entrepreneur. The second winner was a CEO of an agency who is the leader agency, but he's taken it to another level. And today, tonight's winners are two individuals who are building, let's say, possibly the biggest digital media company India will have in the next five years. And the beauty about what they're building is that they're not only in English language. When you talk to anybody in the digital space, when you ask him what is the next big thing, the thing they tell you is the growth in Indian languages. Veeru as Zurender Gupta is called, and I share my birthday with Umang's dad, right, are making sure that the Indian language commitment is not just something that is said to be on stages, but it's something that they're really investing in, and I wish them luck, and I'd like to call Veerinder Gupta on stage. Thank you. Please give him a big round of applause. Bigger. Veerinder Gupta or Veeru, as he's fondly known, is a rare visionary. Founder and CEO of Daily Hunt, Veerinder Gupta pre-emptied the consumer internet ecosystem as we know it today. He acquired News Aggregator, News Hunt, towards the end of 2011, rebranding it into Daily Hunt in 2015 and making it a leading platform for content in local Indian languages. His consumer internet venture has been a blockbuster. Daily Hunt had only 800,000 monthly active users at the time of the acquisition. The News Aggregator has now amassed 155 million monthly active users. Around 70% of the app's users are from tier 2, 3 and 4 cities. Earlier this year, Daily Hunt had appointed another visionary to take the story of the company forward. Mr. Umang Bedi was brought on board as Daily Hunt's president. He leads the strategic thinking and operational business delivery at Daily Hunt. In the past, Mr. Bedi has led the Indian businesses of multinational companies like Facebook, Adobe, Intuit and Symantec. Daily Hunt is emerging as the local David to the goliaths of Facebook and Google. For their pioneering venture and steering a company to path-breaking success, we award the platform and its commanders Veerinder Gupta and Umang Bedi the influencer of the year 2018. Veerinder Gupta has really revolutionised the Indian telecom industry and now the mobile internet industry. I think Veeru has always been at the cutting edge of leveraging technology for mass use of people in this country. And I think now with Versailles having acquired Daily Hunt and really scaled it up substantially, it has become the go-to portal of choice and app of choice for a large number of audiences in regional India who depend on regional language content both in television as well as in print and consuming it through mobile phones and smartphones. And I think it's that way that he has caught on and the way the product is delivered to the audiences that has really made a substantial amount of difference. I think the other thing that really stands out about Veeru is the fact that he's really built a world-class team. I think it is a testimony to Veeru's leadership that he's built not only a fine organisation but also a fine team which is doing substantial amount of work in the mobile internet space in India. I've known Veerendra Gupta or Veeru as we call it right from the time he joined us as a trainee in BPL mobile. I remember him being extremely good at his work hardworking, wanting to learn and was quite innovative. I met him a couple of years ago after he had set up Daily Hunt and I admire the fact that he has actually been able to set up a large media tech company and succeeded at that. You rarely come across a guy who speaks his mind as clearly and as simply as Veerendra does. He is I think the person in this company who is most focused on consumer experience. He's our largest tester. I've been with Daily Hunt for close to 11 years and counting now. It's been an amazing journey. I think Veeru is one of the most sharpest and intuitive brains that I've come across. He's got a very keen eye for detail and he's a visionary of sorts. He's been able to smell opportunities when they are miles away and that's what makes him a very successful entrepreneur today. He's extremely grounded and his victimity and both these qualities show up in both his personal and his professional life and that's what makes him an amazing human being to work with. He was very clear right from the start that internet in India whenever it will happen it's going to happen around languages and that's the dream that he has lived while he's created this company called Newsant. I feel super thrilled and excited to know that Daily Hunt is winning the award of influencer of the year so my heartiest congratulations goes for Veeru, the complete team of Daily Hunt and all of us feel excited me as a person as well as the whole of Amarujala group so our best wishes for their journey. Daily Hunt under Veeru's leadership I would say has become so big that all his competitors are actually enviable to the heights it has actually reached. When he has to express himself whatever is in his mind he actually speaks. So it becomes very easy for people like us when we work with him what his expectations are we have been able to double our reach in India which according to me is no small feat. Daily Hunt is a very collaborative and aggressive culture most of the people here are self motivated they are driven by goals I would say this would not have been possible without Veeru's visionary and thoughtful and deliberate leadership he drives us very aggressively he challenges the status quo so he is a true inspiration for everyone here I know Omang for almost a year he is a very respectful person in the industry his achievements are larger than life like he has achieved so much in such a short duration I would say he is the face and the force of Daily Hunt everyone here has so much to learn from him so much to basically learn from his experience and I congratulate him for this award I have known Veeru for over the last 10 years Veeru is an extremely passionate and hardworking individual who is extremely down to earth and humble I have seen Veeru transform Versa and Daily Hunt from a value added services application to India's largest media platform it has been an amazingly inspiring experience for the team from the Daily Hunt led by Veeru himself I wish him all the best in the future endeavors and all the success he has truly put India on the map what's noteworthy is Veeru and his super talented teams relentless focus on innovation and building technology enabled products and destinations for the real Bharat Veeru is truly an inspirational leader passion, focus and energy his laser sharp approach to building value for all stakeholders included he brings an infectious approach to everything and it has been truly an amazing and learning filled experience of working with Veeru most importantly he is a great human being Veeru and I came together on this journey with one goal and one goal alone like the largest in the platform that's going to empower the next billion Indians to consume, socialize and discover content that informs, entertains and enriches their lives and it's been the most amazing entrepreneurial journey I think for me Veeru and I have been like brothers we've been brothers because we're so aligned in our thinking he understands Bharat at the grass root level I understand scale and scale of businesses and we are so complementary in our skill sets you know in life you need an elder brother and I think for me that is what Veeru stands for to present the trophy and Umang Bedi president the exchange for media influence of the year award 2018 is confirmed upon daily hunts founder and CEO Mr. Virender Gupta and president Umang Bedi for their outstanding vision and pioneering adventure that is shaping consumer internet for Indians living outside the top metros as the founder of the company Mr. Gupta preempted the consumer internet ecosystem as we know it today he acquired news aggregator news hunt towards the end of 2011 rebranding it into daily hunt in 2015 and making it a leading platform for content in local Indian languages daily hunt has been a pioneer in the area of local languages offering engaging content in 14 languages under his leadership daily hunts user base has gone up from 8 lakhs at the time of acquisition to 155 million monthly active users as of October 2018 in a career spanning two decades Mr. Gupta has served in various leadership roles across the industry and finally became an entrepreneur in 2007 was innovation the parent company of daily hunt was launched in 2007 as a value added service company today Mr. Gupta is a key influencer and a thought leader in the consumer internet world shaping the dynamically changing industry for India earlier this year Mr. Bedi former Facebook India head joined this rapidly growing organization as its president leading the strategic thinking and operational business delivery of the organization he has been instrumental in developing the roadmap for the next billion users at daily hunt exchange for media wishes daily hunt faster growth and a new rock battle November 16, 2018 Mumbai Thank you for doing so I request you to please take center stage and present the influencer of the year trophy let's all put our hands together in resounding applause for the winners this year the influencer of the year jointly being shared by Mr. Gupta and Umang Bedi many many congratulations ladies and gentlemen the applause has to be better than that thank you this be over without you sharing your thoughts with us on this occasion first of all I'm missing my partner and brother Umang Bedi here I so much wish he was here to receive this award with me unfortunately he's travelling and could not be here on his behalf and on the whole daily hunt team behalf I humbly accept this award thank you Anarag thank you Nawal, thank you the whole team for spotting us and awarding this award it's a bit overwhelming to stand among such dignitaries and receive this award we are just getting started as you know daily hunt's mission is to bridge the digital divide and we proud ourselves as one of the Indian companies which is trying to fight the digital dominance of Google and Facebook we have 150 million monthly active users and over next couple of years we'll be about 300 to 350 million monthly active users serving the Bharat audience and we're going to be a big brand for digital brands who wants to reach out to regional audience we stand at the intersection of technology, content and advertising and very happy to be part of this fraternity and we look forward for more such participation this award is a belief by all of you in us and we are just getting started on behalf of full daily hunt team, Umang and myself we want to thank you a lot for this celebration, thank you very much thank you for those words and we hope your daily hunt of awards has just begun, thank you all for joining us to present this award to him and congratulations to you once again before you leave stage please come together for a group photograph India we finally have the option we're looking for Mr. Bhattra alright thank you so much everyone I'm going to request Mr. Navala Hoja co-founder and director exchange for media group to please render the vote of thanks congratulations congratulations Virender and Umang Umang who's not here right now, daily hunt of course as he said is just starting thank you all for being here thanks Rahul I am doing the you know unenvious job of standing between you and the drinks so I'll be quick thank you to all the speakers Rahul for flying from Bangalore especially to do this Rahul called me two days back saying you have such an illustrious set of speakers and you put me towards the end I'm not sure I'll have anything to say especially after Ashu has gone on stage and spoken about how advertisers and agencies are making use of AI and machine learning but I think Rahul judging by the cloud response you've done more than justice to the last lot as I said we kept for you to keep people in the room to Tamara especially for having flown all the way she was supposed to be initially here in India for work as well as for this conference but 30 days back her work got cancelled but she still kept her commitment so thanks to Tamara Mr. Sodi who I think I don't see him in the room so I think he's left already thanks Ashu again for changing your other schedule I know there are a lot of competing commitments these days especially to take care of multiple reasons in the world with varying time zones so thank you for making it here and as Anurag was joking outside AI and machine learning is one thing but I think AI has to first start beating human stupidity so one day we'll perhaps put them both up against each other thank you for being here thank you to all our supporters partners, well-wishers who made this event happen third year of the influencer award the illustrious set of winners I'm sure next year will be bigger before I go I just wanted to invite you all of you to our impact person of the year which is the 14th year this year which is on 7th of September December at the same venue it's a Friday so do mark your calendars and I look forward to seeing you there the bar is now open so please enjoy the evening thank you Naval well AI will never be able to match human stupidity ever ever ever thank you ladies and gentlemen for the wonderful audience you were at the 16th edition of our flagship property E4M conclave 2018 this is your host Geetika Ganjudhar saying I had a great time see you all next year Namaskar and join us for dinner thank you