So every day I'm challenged with bringing the best of PwC to our clients and that means gathering together a diverse team of different ways of thinking, different skill sets, different approaches to be able to really tease out the best and that's why I think the Government's Women in Cyber initiative is so valuable for me as an employer but equally for the individuals themselves because it's providing them with an opportunity to meet and network to appreciate that everybody has their own story to tell and their own pathway into the industry and it's just been an absolute pleasure to see these young women flourishing in the environment that the project and the opportunities created.


Namaskar Maya, Farana, Namaskar, Maya, there are different faces of love meaning that when one moves through a relationship or partnership and then it ends and then the face of it changes the face of love changes. And how does one view this through spiritual lens and other different faces of love in spirituality? There is no such thing actually as spirituality. It's just about living in the sense that it's all about how much one is living from the truth impulse and how much one is living from the ego. That's what it's about actually. And love is experienced in different ways and different intensities and in different forms and faces and facets depending on from which vantage point one perceives it. If you are totally centred and if you're tuned in really, really, really deep down to the truth beyond the ego, beyond all of that noise just tuned into the signal, then the love that you experience, Farana, that love, it is expressed differently with different circumstances, different perspectives, different people, different situations. The point is how pure is that thing, that love, that flow. It's coming from the source, from the truth, from the soul, from the center of your being. The less ego at play, the purer that love is. How does it flow? It can flow through all layers of consciousness in the system. It can flow through the very material physical. There are people who in their physical presence, even if they don't open them out and say a single word, you just feel that solidity of love. Even if you don't agree with what they're saying, but you know, this is someone, this is love in its material form. There are people that are very, where there's a very deep emotional connect and that love is just experienced and the more you are, the more you're connected with your truth, the deeper or the more intense that emotional connect is. So it's about to connect with the truth. The more ego at play, the less that exchange or that energy flow of truth love is happening. So if it's a question of, in your case, a man in your life, if you are connected with the truth of your being, the soul, the source, then depending on the nature of that relationship, if it is your son, it's one kind of connection. It's one kind of love vibration. Emotionally, I'm saying, if it is your husband, it's another vibration. If it is your brother, it's another vibration. And I'm taking male figures now. The same applies to females in a different way. So it's finally about how connected are you with that truth? And your truth love will know how to respond to this man or that man, the shades of difference. To each you respond differently and the more you're connected with the truth, the more you will know how to respond to each one in what way. So it's not about conceptually trying to figure out how to respond to a man. It's about tuning inward to the soul and the deeper you go and the more quiet you are and the more you're connected with your center with this truth within, the more you will respond with perfection to the male outside. That is how love functions. That is how it functions. You don't have to try to figure this out with your thinking. It's not going to work because that conceptual is only one sixth of the whole system. It's not going to work. It's only a conceptual attempt which most of the time fails. That's why also people who plan in advance how they're going to deal with a person and I'm going to go on this date and then on this date I will say this and then he will say that it never works. When does this work? Because love works when one is connected with oneself. It's not about the other person. It's about connecting with the source, with the truth. That is where you go.  Go there. You have to just go there. There's no other way to go. There's no other place to go. There's nowhere else to go. It's there. I mean, I'm pointing here. It can be here. It can be here. It can be here. It can be any part along that entire line of energy. It's only there. You have to go there.


Presenting Ida Lupino in The Immortal Wife with Walter Houston as Cavalcade's commentator on the Cavalcade of America sponsored by the DuPont Company. Maker of better things for better living through chemistry. Good evening friends, this is Walter Houston. I expect nearly everybody likes a good love story. Tonight our DuPont Cavalcade offers a charming and heartening one. It's the story of Jesse Fremont and her famous explorer husband, General John Fremont, directed for radio from the best-selling book, Immortal Wife by Irving Stone. Our star is a lovely and talented young actress who is a favorite of yours and mine, Ida Lupino. I believe that Ida and many other neighbors here in Hollywood who know our play will agree with me when I tell you that it is a rich and satisfying romantic portrait of a great woman's devotion to a man. Now here is Ida Lupino as Jesse Fremont in The Immortal Wife on tonight's DuPont Cavalcade. With us I'll go and I will go. Those words from the Bible, the immortal pledge of root, I spoke aloud and in my heart. And if I'm still remembered, it is because I kept that pledge. For half a century I shared my husband's life, wealth and poverty, honor and disgrace. The life of a man who five times crossed our continent, blazing the great trails west. Who was a senator and very nearly a president. And yes, who died all but forgotten. Yes, his life was mine and I was happy in it. Happy to be the wife of General John Fremont. Well, it was spring and I was 17 and John was a very handsome young army lieutenant and one bright afternoon we climbed together to the top of a mulberry tree outside Miss English's Girls Academy in Washington D.C. Oh, why are you laughing, Miss Jessie? To see you climb this tree, Lieutenant, I scarcely believe you risked your fine boobishness. Well, I'm an impetuous man. That's plain to see, interfering like this with the routine of a girl's school. And how does it happen the army lets you wander loose on a Wednesday afternoon? Nicolette told me to clear out that I have spring fever. I was drawing a girl's face on his map instead of mountains and rivers. Mountains and rivers? It's Nicolette's map of the Western Territory for the expedition he plans to make next year. Oh, yes. Yes, I've heard my father talk about it. Planned it for 20 years. And if Congress gives him the money, I'll go with him. All the way to the Rockies. But how long does an expedition take? Well, it depends on how far you go, Miss Jessie. This one will take eight months, maybe ten. Well, it's a long time. That's all. Miss Jessie? Yes, Lieutenant Fremont. You, uh, didn't ask me what girl's face it was I drew on Nicolette's map. But I know. You do? And I was so afraid you wouldn't tell me, still after next year. Jessie, take this blue silk, it's so becoming on you. But, Mother, I still don't know why I have to go with you to Virginia and in the middle of my school term. Why will be gone with you? I've never known you to be concerned about school before, Jessie. But I hate weddings. And I don't even know cousins, Cecilia. Oh, please, Mother, let me stay here in Washington. It's too late to discuss it now, Jessie. The carriage will be here in a few minutes. And I'm sure you'll enjoy visiting Cherry Grove. It's a beautiful plantation. And you'll see your cousin, Preston. Mother, what is it, Jessie? You're taking me to Cherry Grove because you want me to marry Preston. You could love him, Jessie. Very easily. Well, but I don't love him. I have such a good life. Preston is wealthy. He'll inherit Cherry Grove. Then you wouldn't have to live in Washington. But I like Washington. I hate it.  Why, Mother? Jessie, I've loved your father, but not our life together. With father? But he's had a wonderful life.  That's what I mean. I had a peaceful childhood in Virginia, and I married a life of struggle, of arrogance, abuse, our lives in name, public property. I want to save you from that, Jessie. A life like that with her as a woman. She's shut out. She's alone. Mother, what are you trying to tell me? I'm trying to tell you. I'm begging you. Not to marry Lieutenant Fremont. But, Mother, I... Please understand. I have nothing against the young man. He's dynamic and vicious. He's like your father in many ways. Yes. Yes, he is a little. You'll be forever battling uphill. You'll have wrangling and distinction mixed with the very food you eat. Oh, Mother, I... and he's not settled. You'll be always wandering. I can see it in him. Jessie, it's best to marry a man from among the people you know well. Like Kristen. And a man who was rooted in the past. There's a saying, the gods are slow to bless than you have. Yes. But there's a better saying, Mother. Your people shall be my people. And don't you see, I'm like father. I need a conflict. I need a man who'll want me beside him to every possible hardship and danger. That's why I love John Fremont. So I was right. You've decided? Yesterday, Mother. You know your father will oppose it? You're only 17. Well, Grandmother was married when she was only 16. And besides, we'll tell Father... You, Jessie and Benton, take John Charles Fremont to be your lawful wedded husband. To love, to honor, and obey. For better, for worse. For richer, for poorer. Yes. In sickness and in health. For you, John Fremont, I give up all. I give up cherry grove, the satin gown. I give up lace and bright pink, flowers, crystal, the rich tradition. All familiar things. The name is carved on the door. The monogram. The friends I knew. To place my seat beside yours. On any path you choose, John Fremont. Until death do you part. Do you so promise? I do. But, Senator Benton, I beg you. Get out of this house. Please, Father. Get out of my house, Lieutenant Fremont. I never come here again. Very well. Come, Jessie. What? Jessie, you stay here. I don't think you realize what you're saying, Father. I certainly do. This upstart made you fall in love with him. And he'll get out of my house. Not just fall in love. I've married him. And that means something else. I'll tell you what it means. It means that wherever John goes, I'll go.  Believe me, Father. I know what I'm doing. Well, Lieutenant. Yes, sir. I think you'd better go for your belongings and bring them here. At once. 1941. A nation pressing back the frontiers, hungering for the West. In our first months of marriage, I caught that hunger through John and his plans. Then Congress passed a bill for the expedition to the Rockies to map the Great South Side. It meant our first separation. So much time and distance between us. Yet how could I ask you to stay or even wish it? For it meant so much to him. Then, during the party celebrating our victory in Congress, Nicholas Nicollet, who would command the expedition, took me aside. Well, Miss Jackie, it is good to see you with Lieutenant Fremont. I just said to your father, how beautiful is young love. I suppose it is my gallic romanticism. Well, I'm not from France, Mr. Nicollet, but I like young love too. Yes, yes. Miss Jackie, there is something I wish to tell you. Miss Nicollet, it isn't... Yes? Well, surely John is going on the expedition as your second in the band. He's going as first in command, because I am not going. I am too ill to do all. But this is the most important expedition since Louis and Clark, and you've worked for it for 20 years. No, no, I have done my job, and I am an old man. Yes, I have nominated Lieutenant Fremont as my successor. Well, are you happy, Miss Jessie? Oh, yes. Yes, of course, of course. Then let John see that you are so happy. Always let him see. Why, I couldn't be anything else, Miss Nicollet. Perhaps. But sometimes you may not be so happy. I know these partings, and I understand how it is for a woman to always wait. Miss Jessie, you and John believe you must share each other's lives completely. I know. But do not, I beg you, try to share all the pain. The expedition to the Great South Park. The expedition that would plant the American flag on the highest peak of the rocket. Well, I tried to follow John even there. I set up a map, a large one, and on it I drew to scale all the country we knew as far as the Rocky Mountains. Trace the trail I thought John was taking, and drew campfires by lake, so running stream, what I hoped he was each night. Then I showed the map to Father and his friends. Ah, who sketched in the terrain for Colorado, Miss Jessie? Mr. Hathaway, he got all his material from Trapper's report, Miss Nicollet. And did you notice Professor Darnell's contribution to Jessie's map, the flowers and wild life? Oh, I think it's lovely, Jessie. General, did you look at Miss Jessie's map of the expedition? I certainly did, and I admired it, but I was going to remark those are rather large campfires, my dear. You think too large, General Scott? Well, they seem to be a bit out of scale. Well, I don't know. Not when you think that someday every one of them will be a city. I tried to follow John with that map, but I wasn't with him. I knew that up till the morning when he came back. When I saw his haggard face and learned from him some of the dangers, the disasters just averted. It had not been my life. For he was a man fresh from struggle and conquest, and I was still only a fine Washington lady. Yet sometimes in my way, I faced his dangers too. There was the second expedition to California. He had been gone about 10 months. When suddenly, I noticed something in the attitude of my family. And then I knew they'd had bad news. I knew they believed John was dead. So one day, I asked my father and my sister-in-law. Jessie, if we'd heard anything, dear, but what makes you think... You're all so kind to me, as if I were sick. And John isn't overdue, so it must be news of him. Oh, please, Father. Really, no, Father? No, we don't know. But Jessie, there was a report from Oregon. John and his body reached the Columbia River. They were all right that far. But he was determined to cross the Sierras there, to the Truckee River. Yes. And the Indians told him the mountains were impassable in winter, but he went on. There were heavy snows. And you think he didn't get through? Well, there's been no word of him. Well, you can both stop your worrying. John is quite safe. Jessie, did you get a ledger? You didn't tell her? No. No, I've had no ledger. But he is safe. How can you know that, Jessie? Well, because I'm with John every minute. I feel I'm with him. So don't you see? I have to know. We're listening to Ida Latino as Jessie Fremont in Immortal Wife from the Cavalcade of America, sponsored by the Dupont Company of Wilmington, Delaware, for better living through chemistry. Tonight's Cavalcade play is the love story of Jessie and John Fremont, and of the unswerving devotion of a woman of her man. See, I had to know that John was safe. How else could I live through those endless months and years of loneliness? For even after our children were born, my only real joy was the joy I knew when John was back beside me. Oh, it seemed much. Yes, John. And you have no luck, my poor darling. You come home to find me skinny as a starved cat. You never looked more beautiful than me, Jessie. Oh. I thought you were never coming back. You knew I wouldn't. Well, yes, I knew. And wait until Congress sees my maps and reports, Jessie. They'll want another expedition, I'm sure. They will. Do you realize I found a straight route and a new path into California, into Sacramento Valley, and as good as the Oregon Trail? Better, maybe. There's talk of war with Mexico. If that happens, the Army can go in over my trail. Yes, John. John, what happened in the theater? That's what I've been telling you. We crossed from the Columbia River. But we had a report. You were in danger. Only the weak die on the trail, Jessie. Why was the greatest experience of my life crossing that 14,000-foot wall of ice? And after the Indians had told us it was impassable? We made it. Even though we were half dead. You should have seen us. Yes, sir. I wish I had. You can't imagine, won't you say, Jessie? I said I wish I'd been with you when you crossed. Oh, you're lucky enough to mean it. But you will travel that pass someday. Just wait until they put the railroad through. Until they put the railroad through. Wait while John went again. Wait until they put the railroad through. Wait while John went again. On the expedition that brought California into the Union. This time, I stayed with Father in St. Louis. And I often walked down to the Mississippi, to a meadow where the immigrant caravans made ready for the journey on west. One evening, I stopped beside a prairie schooner and spoke with a young woman sitting near it with her baby. Good evening, ma'am. It's a fine, healthy baby. Yes, ma'am, he is. I have a little girl about his age. What is his name? John. Oh, that's my husband's name. Oh, are you going to argue, too, ma'am? No. That is not yet. Oh, I was going to show you that new nap drawn by the military officer. Oh, I'd like to see it. Well, it's right here. See? Where there's grazing for the horses and where you've got to take on more water and... Yes, it's a fine map. Now, here, the Indians ain't so bad. If enough families stay together and fight, well, I don't think I'd be afraid of them. Oh, it's worth it. You know, you can get a whole section of good land to yourself. Homesteading. Yes, I've heard about it. It sounds wonderful. If you and your folks were thinking of going, there are three wagons of it, but it's good to have more. Well, I only wish I could go. But I can't. Not yet. Then, I'll tell you what, ma'am. If you'd give me your name and address when I get to Oregon, I'll write you and tell you how it is. How you can get there best. That is, if you'd like. Would you write? I surely would. My name's Mary Algret. Now, what's your... It's Jesse Fremont. Jesse Fremont. How do you spell... Say, that military officer, his name is Fremont. He's on the map. Colonel John Fremont. Yes. He's my husband. Well, why, then, you know all about the trail. I hear he's gone out on a have any time. Three times. And you were with him, ma'am? Oh, tell me about it. No, I wasn't with him. I couldn't go. Well, that's the nice thing our husband has to take us with him. If they want a home. You're right, Mary. Yes, if they want a home, they have to. Father, a wonderful afternoon. What? What's the matter? Is there something wrong? I have a letter here, Jesse. Close the door. The letter's from Washington. Bad news of California. John? He's all right, physically, but... He's quarreled with General Carney. He refused to recognize General Carney's command because he'd been serving under the naval commander who's been stationed there longer. But that seems right to me. Well, John's been relieved of his command and is ordered back to Washington. Oh, thanks, Heaven. You don't mean that, Jesse. Didn't you say John's coming home? If you don't understand, my dear, John is coming back to Washington under arrest. Oh. And it's a frightful injustice. John undoubtedly had secret orders for what he did, but it's the end of his army career. Well, there are other careers. What will he do? What will John do? You should know, Father.  And I'm glad because John and I can fight this together. He won't be at the ends of the earth with me not knowing and not able to help him. I married John for a partnership, Father. I haven't had it. Jesse, you've been a good wife. But not a partner. Now I will be. Jesse, if John leaves the army, he'll still be an explorer. It's his profession. What can you do if he goes on another expedition? What I should have done from the start. I can go with him. And no matter how the trial ends, I will go with him. The trial lasted three months. The decision of the court was guilty. Guilty of mutiny. And even though the president pardoned him, John resigned from the army. He said, I know, but I had him with me and was content. For I knew that day would come when John would regain his old enthusiasm. Jesse, Jesse, darling, your father's arranged another expedition for me. Father did? Yes. Some of his friends in St. Louis want to build a railroad to the Pacific coast. They want a southern route that can keep open all winter. And they want you to find the path. Of course. Who else could find it for them? They'll pay me partly in railroad stock. Here, here's the letter. Let me see it, John. How soon do you go? Not so fast. It doesn't say when, but when you see it's all settled, I could leave by the end of September. Jesse, don't look so bleak. I won't be gone more than a year. Probably not that long. John, I'm going with you. With the children? All the way to California? Of course. Why not? I didn't marry you for separation.  But I didn't, and I don't want it.   And I'm going to have a home, even if it's only a covered wagon. Jesse, you don't know how hard it is. I've talked with women going west with their families, women with babies, old women, young girls. They don't stay behind. They're going out to settle. And so am I. You found those trails for the settlers and thousands across the Great South Side. Thousands have followed your map to make their homes out there. And now we are going to.  That was our first home. We found gold there and a new love of land. And John was sent to some California. Then he ran for president that was defeated. And then there were the long years when his country forgot him. But always we were together. And I remember often the words my mother said. The gods are slow to bless a new heart. But they'd left ours. They'd left mine. Our thanks to you, Ida Lupino and to all of the members of tonight's DuPont Cavalgate. The curd of the Perkin Medal which is awarded annually by the American section of the Society of Chemical Industry. This medal is one of the highest awards in the field of chemistry. It was established in 1906 to commemorate the 50th anniversary of the coal-tower color industry. It was first awarded to the eminent British scientist Sir William Henry Perkin, the inventor of anlin dyes. The 39th award of this medal was recently given to Dr. Elmer K. Bolton, chemical director of the DuPont Company for his outstanding accomplishments in the field of industrial research. Dr. Bolton's career has paralleled the rise of the modern chemical industry to its present vital position in the day-to-day life of our nation. Next week our DuPont Cavalgate tells a brilliant and intensely moving story of the pursuit of a killer. A killer that in the early days of this war threatened the people of Bristol, England with a fate as cruel and bitter as any that came from Hitler's murderous bombers. Our play is the story of six American nurses whose diligence and perseverance helped prevent a major catastrophe in Britain. The star next week is to be Faye Boehner and I feel certain that you will want to hear this fine act this ministering drama, Penny Fancy, our next Monday's Cavalgate of America. Thank you and good evening. Tonight's Cavalgate play was based on Stone's best-selling biography, Immortal Wife, and adapted for radio by Sylvia Richards and Halstead Wells. Ms. Ida Lopino, star of tonight's program, may now be seen in the Warner Brothers picture Hollywood canteens. The role of John Fremont was played by Frank Graham. Music on tonight's Cavalgate was composed and conducted by Ronald Ambruster. This is Jane Whitman sending you best wishes from Cavalgate sponsor E.I. DuPont in the Morrison Company of Wilmington, Delaware.


Chris, what are you doing? What Maya? I had people tell me that Trisha Paytas and Gabby Hannah were beef and so I wanted to watch and see if there was anything I could make a video about. But Chris, you know if you do a video, it'll bring the drama zombies out. I know I know Maya, but I think there's some really good mental health topics that we could talk about, such as relationships, friendships, borderline personality disorder, having empathy. I know, but that's not what the drama zombies want. They want drama.   Team Gaa... Team Trisha.  Team Herpes. Wait, what? Now it's just getting weird. Alright you guys, I warned you.  This is Chris from the Rewired Soul where we talk about the problem, but focus on the solution. And if you're new to my channel, my channel is all about mental health.  But the goal of my channel is to take this mess and turn it into a message because there is literally no point in watching all this ridiculousness go on unless we can take something from it and try to see what we can learn to improve our own mental and emotional well-being. So if you're into that stuff, make sure you subscribe and ring that notification bell. And if you're not yet, follow me over on Instagram at the Rewired Soul and I'm over on Twitter as well. Alright, so yeah, I had some messages and everything about this new beef going on with Trisha Paytas and Gabby Hannah. So those of you who don't know, the month of November is National Writers Month. So I've been doing 30 blogs and 30 days all on mental health over on my website, theRewiredSoul.com. Go check them out. And this is a great time for you to check out yesterday's blog about how you need to ration the amount of Fs that you give because this whole thing and a lot of the drama that goes on in the community is something that you should really, really not care about. But we can always learn from it because when we watch this stuff like what I'm always thinking is how much of this stuff is going on in our own lives and we don't know how to deal with it. Alright, so anyway, it's just long story short. I was sent some messages about this. I watched Trisha Paytas' new video. Yada, yada, yada. Apparently Trisha Paytas is upset with Gabby Hannah because Gabby Hannah was concerned that Trisha Paytas might give Jason Nash herpes but Trisha Paytas is upset about that. And yeah, I guess you get upset if somebody says that you might have herpes. Gabby Hannah went to her Instagram stories and said, yo, I was trying to be a good friend and if I hear somebody has herpes I'm just going to let my friend know and all this other stuff.  Great. Now you're caught up to speed. Alright, so the first thing I want to talk about is why Trisha Paytas and Gabby Hannah are breaking my heart. Alright, so Trisha Paytas and Gabby Hannah are both people who have been very vocal about mental health, their mental health and it's awesome. Like I'm somebody who just loves, you know, that people are having that conversation. But this reminds me of when I first got sober and I was in my sober living house. So being in a sober living house, I don't know how many of you have ever been in sober living. If you have, let me know down in the comments. But it was my worst nightmare when I first got there, right? Like there was nothing worse for me. Like I can barely have one roommate but putting me in a house with 18 other dudes who are trying to get clean from drugs and alcohol it was pure insanity, right? And this was back when my anger wasn't really under control either and I was just getting passed at everybody and everything, right? Why can't people just act the way that I want them to act? Why aren't they doing what I think they should be doing and all this other stuff, right? And through working on myself, through working with a sponsor, through talking with other people.   And I'm like, yeah. You know, because it's easy for us to sit there and think about all of our own problems. You know, I was in California, I was away from my son, I destroyed my life, I didn't have anything, right? And I was already on edge because I had burned my life to the ground and all I could think about was me, me, me, me, me, me, me, right? Well, chances are people in that sober living, like they were in similar situations and maybe they were on edge too. Maybe they weren't acting in the way they, you know, should act because they had a lot of stuff going on in their lives as well. So that helped me develop empathy for these people was getting out of my self-centeredness for just a little bit and realizing they're going through some stuff as well. So when I see Gabby Hanna and Tricia Paytas arguing about this stuff and publicly fighting with each other, which is really ridiculous, it also reminds me of how I had to kind of like do groups every once in a while when I was working in the rehab center and get everybody to chill because you guys like, girl, there's a lot of drama that goes on in rehabs. Like any of you who have been to rehab, you know this, right? And people would just be at each other's throats. Like we had like fist fights and all sorts of stuff, right? And kind of like what I'm doing with this video, I'd have to do groups or I'd want to do groups and just discuss this and just kind of bring that to light. Like what I would ask the clients, I'm like, how many of you here miss your family back home because like 90% of our clients were from out of state, right? A lot of people raise their hand. I'm like, how many of you are stressed out because of the relationships that you have to build or finding a job when you get back home or your financial issues or just the self-hatred that you have for what you've done in your addiction and everybody's raising their hand. I'm like, look around the room. I'm like, everybody's going through stuff. You know what I mean? Like sitting here and fighting and arguing, like we're not thinking about, oh man, that other person is going through something because yeah, some other people might do or say things that we don't like. I made this in her video. I don't know what's going on in her life and her personal life, but it seems like, you know, that kind of fueled this video that she made. But yeah, obviously she's going through her own thing, right? And Gabby's going through her own stuff and you see this, but this is something that we all need to look at within ourselves. Like we're all going through our own things. This is something I'm working really, really hard on doing once again. Like it was just, if I'm being fully transparent with you guys, it was a lot easier for me in a sober living house. It was a lot easier for me in my day-to-day life. Like it still is in my day-to-day life. It's easy to interact one-on-one with people or just friends and family members and stuff. And it's easy for me to see that one person be like, okay, they're probably going through something, right? Like something that I'm actively working right now is it's difficult as a YouTuber when you get like a thousand crappy comments and thinking on an individual basis because you kind of see them as just this mob, right? But it's something I'm trying to do. Every time I read a crappy comment, I'm like, what's this person going through in their own life? Are they struggling? Are they hurting? And Gabby Hanna in her video, she has some clarity on that. She has some clarity and she understands what all of us need to understand, which is hurt people hurt people, right? So I really, I really try not to take it personally and I suggest that you do the same because there is a 99.9% chance that the other person is hurting and that's why they hurt us. Hell, this is something that I teach my son. My son's 10 years old and he's in elementary school. He's in fifth grade about to go off to middle school. But since he was a kid, whenever dealing with just other kids at school who were being jerks or bullies or everything like that, I talked to him about it and I talked to him about setting boundaries and everything like that. But I'd also have him sit there and ask himself, like, do you think that kid might be going through something in his own house? Do you think maybe his parents don't hang out with him as much? Do you think maybe his parents don't play with him? Do you think maybe there's arguing or fighting? And although we don't know whether or not these things are actually happening, it starts to get our empathetic wheels turning, right? One of the strategies I talk about in my book, Rewire Your Anger, is lie to yourself, right? Like something I try to do to control my anger and my emotions is I will lie to... Like if I do not know for a fact like what's going on in the other person's life, like say somebody cuts me off on the freeway, I will make up a story in my head to try to empathize with that person, to try to bring me back down, all right? So feel free to use that strategy and lie to yourself. So the last thing I want to talk about is this. Like Trisha Paytas has been vocal about having borderline personality disorder.  And I just cannot stress to you enough, okay? Something, the first thing that we all, all need to remember, most people are not bad people, they are sick people, okay? This is why I highly recommend that you educate yourself about different forms of mental illness such as borderline personality disorder such as, you know, addiction and how crazy addiction can make us, right? Knowing that even like anxiety and ADHD can make people lash out in different ways.  Like that is one of the trademark traits of people with borderline personality disorder. When they come at you, they will try to sting you and hit you right where it hurts. You know what I mean? But when we start to say, oh, this is a symptom, right? Like if somebody with a cold, they sneeze, you know? Like I don't get offended by their sneeze. I'm like, oh, that's part of them having a cold. You see what I mean? Now, now this doesn't excuse their behaviors, but if you're somebody who has somebody in your life who has borderline personality disorder, I highly, highly, highly recommend that you pick up the book called Stop Walking On Eggshells, okay? It is a book written for anybody out there who has a loved one or anybody in their life who has borderline personality disorder. It will teach you how to set up certain boundaries and deal with that person. You know what I mean? Because sometimes it's our sibling, sometimes it's a parent, sometimes it's a spouse, sometimes it's a friend. You know, whatever it is. So educate yourself and learn how to deal with it, all right? Because we either accept it, change it, or eliminate it. All right? So again, all of the drama that happens on YouTube is absolutely ridiculous and a waste of time, but we need to learn from it. So the morals of this story is empathy, all right? Remember, the people out there who are doing things, they're often struggling with something, they're often hurting. You know what I mean? They are not bad people. They are sick people. The other moral of this story, educate yourself about different forms of mental illness, not just your own, okay? Don't just be like, oh, well, I know what depression is like, right? Like, learn what other people are going through so you can try to empathize with them. We are all going through stuff. All right? But anyways, if you liked this video, please give it a thumbs up. If you enjoy Maya, the drama zombie slayer, make sure you subscribe with notifications turned on. All right? But I also want to send out a huge, huge thank you to everybody over there supporting the channel over on Patreon, as well as everybody who supports the channel by buying, you know, merch like this shirt has Wyatt. You might remember Wyatt from yesterday's video.  You're all awesome. All right? Thanks again for watching. I'll see you next time.


Well, this is the funniest interview we've ever done. We are in the aerial living booth with Brian Hoskins, and we spent the first 20 minutes fixing the equipment. Steve doing a MacGyver with some foil and tape and some toothpicks to bypass a fuse that broke in shipping. How's your demo day going so far today, Brian? Well, I've learned you can never have enough electric engineers. So he brought a doctor with him, a neurologist for some reason, but so why don't we actually talk about what is this lamp we're looking at? So this is the world's first healthy lamp. So what we do is we provide the proper light color and direction throughout the day, suited to your schedule. So there's all sorts of research to show that the artificial lights we're using today are very bad for our health. And more specifically, they interrupt natural hormone production of cortisol and melatonin. So what we do is we restore that natural process by mimicking sunlight. So in the morning, you start to wake up to a sunrise and over the course of the day, it naturally changes to what's noon sun, which is right now. And then over the course of the evening, it's more of a sunset type of orange-ish light that remove the blue content and allows your melatonin levels to build naturally. So what that means is that you're gonna sleep better. It's the world's most powerful antioxidant, so you eliminate free radicals from your system. And it also helps you to maintain your weight and all sorts of other great health. Okay, wait, wait, wait a minute. So I'm never gonna get cancer. I'm gonna get better brain health and I'm gonna be thinner and my skin will look better. I'll be above guaranteed. No, so what's the research behind this that the lighting matters about so much? Yeah, well, as you can imagine, we evolved over millions of years as humans to natural patterns of the sun. And about 10 years ago, we discovered that there were receptors in our eyes that are sensitive to blue light from above. And what that means is they're non-visual receptors. And what it tells your body to do is what type of activity you should be preparing for and that manifests itself through hormone production. So you can imagine when you wake up, you need to be energized, you need to be ready to eat, you need to be ready to concentrate and go about your day. And into the course of the evening, you need to be preparing for sleep. So I find the best way to get ready for sleep is to have a bright tablet with some harsh blue light right in my eyes with a really good book. Yeah, that's what I look for. That's right. So it's interesting you say that there's actually a company called Flux that removes some of the blue content from your electronics. I've heard about that, yeah. Yeah, so we've worked with them quite a bit and we're doing what they're doing for the screens, we're doing for the lighting in your home. Okay, so how does this work? Yeah, so the light automatically... Don't touch it, it'll... I told you not to touch it, it's blinking now. Yeah, so the light automatically changes throughout the course of the day. I feel calmer already. Well, this is the disco mode right now. But... So the light will switch to this more amber color light at night which actually is the type of light you need, not flashing of course. But that will help your body simulate darkness and naturally start to prepare your body for sleep. We're an interesting product. So if people wanted to know more about Arial Living, where would they go? So the best thing to do is go to our website, arialliving.com. We're running a Kickstarter very soon and so you can find out more about that and actually purchase the lamp come October. Okay, and that's spelled A-R-I-O. A-R-I-O. That's right. Living.com. A-R-I-O, living.com. That's right. Very nice to meet you, Brian. Under trying circumstances, you're surprisingly calm. That's right.


Good evening everybody. I hope you all are doing really well and with my fingers crossed. I'm saying this that even though the pandemic is receding now. You know, it's out of habit that we've got used to doing things so much virtually like this panel is well, you know, we're doing it virtually and what has really happened over the past one and a half year is that digital has become the way of life. And it's not just the innovators and the early adopters that are turning, you know, their backs on traditional media in favor of, you know, digital platforms today. But, you know, I would say the pandemic and the lockdown of 2020 has even strong down even the diehard traditionalists, you know, into embracing digital, simply as a means to stay connected to the world outside. And digital has become a solution for everything today right means to satisfy needs which are as basic as getting our food, ordering enough food, or staying in touch with our friends and family, or you know, getting information about anything and everything that we may want to do, or, you know, accessing the goods or services that we were so used to physically accessing in the past. And not only has this changed our behaviors today as consumers, I think our expectation has also changed from how we interact with brands, and it has also changed the way we consume content today. And as consumers we expect to be interacted way, you know, interacted within a very different manner, and companies on the other hand are also recognizing this change in consumer behavior to my mind. So they are pivoting their tactics and their, you know, marketing budgets, not only in a way to communicate to the consumers but also to service them and delight them through digital and while working remotely in the current situation. And also if I look at digital marketing, I think it has evolved a lot in the past couple of years. It's also because people are changing, behaviors are changing and their expectations are really changing. And as the new normal is getting established and new behaviors are getting established, how are brands unlocking this growth? That's what we are going to talk about today. You know, we all know that, you know, social media perhaps has been the first step for many brands to get into digital. But today brands are really moving up the digital maturity curve and using many other ways of interacting with the consumers on digital. You know, be through video marketing, which has really taken off really well, you know, as opposed to text or using, you know, social media influencer marketing to be able to, you know, create content and in a way which is relatable to their potential customers or, you know, using regional marketing to drive growth because India is an agonization of, you know, distinct languages and cultures. And we all know, we've witnessed that, you know, there is a significant spike in the audience having diverse regional choices, not only in terms of their language but also their tastes in content and consumption. And to discuss this and to leverage some of these trends, you know, I have a very esteemed panel today, who I'm going to request to introduce themselves. I'll start off with you, Dr. Aditya Banerjee. Very good evening everybody. It is indeed a real pleasure to be a part of the panel. And like Rubina just not described, our lives have really changed after post COVID and how we have started looking at the entire, you know, way of doing marketing and promoting our brand and products. I'm running a startup for the last three years, the name of Sahara Evolj, we deal in electric vehicles. And we have been able to leverage digital marketing and digital platforms really well. And it helped us a lot in expanding our brand awareness and, you know, translating that to our sales. We'll discuss that further I believe. Looking forward to talking to you about, you know, the usage of digital. Gagan, if I can come to you next, if you could just quickly introduce yourself. Well, hello everybody. Good evening. I'm Gagan Sachde, Managing Director of Bodyline. We are into sports and fitness and it is a great pleasure to be here on this panel today. And, you know, listening from you and interacting with you guys would be a really great experience, I guess. And here we are talking about digital and I will also talk about my business and its growth and how things are changing and our mindset are changing in this due course of discussion. We'll have a good, good time. Thank you so much. I'm looking forward to hearing your thoughts. Nimrit, can you please introduce yourself very quickly. Good evening everyone. Hello, I'm Nimrit Vandari. I'm Director of Marketing and Sports, Vasanth Masala Parvati Limited. We are a spices manufacturing company operating in this domestic and international market since the last 50 years. It's a pleasure to be part of this thought working discussion and looking digital for growth. I hope we'll be having a good discussion during this session. I'm looking forward to this discussion as well. Mr. Pandav, I'll move on to you. Namaskar. Good evening everyone. I'm Director of Bharat Masala. You are a major manufacturer of spices and pasta in eastern India. In the COVID period, there were many difficult and difficult periods to develop with the social media. This is your part for me. Thank you. Thank you. I'm going to straight jump into this conversation because we have such an esteemed panel without taking more time. And I'd love to know a little bit more about the impact of COVID on your business and how you're getting really future ready. And what the learnings of the past one and a half year have been because the past one and a half year you will all agree has disrupted the way we have done business across completely. I'll move on. I'll throw it on to Dr. Aditya. You want to tell me? Well, being in the product business, it was really, really hard. Those three months were, I believe, were the most critical months for the entire last three years of our journey. And we took a lot of drastic decisions during that period. And there was a lot of learning as well. That was the time when we really understood that running a product business, when we thought that it had to be run in a conventional way, when you have to give a touch and feel and without that, you're not going to sell your product is not the real case. You can generate an interest. So it is all about getting those hits, getting those influencing the market first before we actually got into the sales part. So sales, it was a huge learning that sales is not just putting a good product in the market and selling it in the market. It's an entire process of generating, creating sort of an experience around it. So we shifted to digital during that period precisely. Before that, we were doing most of our marketing through conventional mediums. And that was the time we decided that because we have nothing else to do. We were sitting at home, everybody was at home and we were a startup. We thought, what best can we do? There was a light bulb saying that, okay, let us do whatever we can do. So everybody is on Facebook, WhatsApp, YouTube. Let us see whether we can make the best of it or not. We started creating a brand awareness, educating about the product. Because when you talk about one and a half years back, it was still in that phase of gaining some steam. Right now, it is pretty hot. But one and a half years back, it was still, the customer was not happy, especially the market that we catered. We were majorly present in tier two, tier three cities. What happened here was, it was running on the battery. During those three months, all we did was we tried to educate the mass. It helped us a lot in terms of generating brand awareness, generating sales queries. Because we could geotarget, wherever we were getting more interest from the customers, we could generate our dealer leads. So it helped us a lot and we could see that by spending much less from the conventional way of doing marketing, we could create much bigger output out of it. It was very, very interesting. It was a huge learning and it was a blessing in disguise I would say. And today also my team says that we had maybe worked the most during those three months. And we tried to use whatever means possible to make our brand visible into the market. Through WhatsApp, through YouTube, through these three mediums we majorly used. And it came really, really cheap in terms of when we started calculating in terms of the marketing spend that we were spending by doing exhibitions, by doing paper ads, by doing camps, free camps. It was much less than that. And we could cover much more geographically. So it was indeed a great experience. So you finally felt the power of digital. We were all forced in that situation and dipped our hands, dipped our feet in it and then actually realized how much digital can do with us. And Gagan I want to ask you also, fitness as a business pivoted very, very quickly. It was one of the first businesses to pivot during the lockdown. And I know myself from being a fitness enthusiast to going to gyms to went on to online training and all of that. But how do you see this business in the future now that things are going back? Do you still think digital is going to stay more digital? Is it going to be more physical? Is it going to be a hybrid? How are you using digital media? I'd love to hear your thoughts on it. So ours was a very conventional old style retail offline stores. So we have a retail chain of stores under the name of Bodyline. And our presence in East India was very strong. And if you ask me frankly, digitally we were not very strong. And we are still not very strong as on date. We are trying very hard to adopt the measures and styles of digital marketing. But having said that for us digital marketing only meant Facebook, Insta and WhatsApp marketing. That's all we understood till this pandemic struck us. And obviously as we all know it has been a great, great learning during these one and a half years. And now we are getting ready, the teams are being set up in place. And we feel that the future is definitely digital. It's going to be strong, strong digital presence only will save businesses because there's a strong competition online rather than it is being offline right now. So having said that ways and measures are being adopted, learned and implemented. But as I see fitness, online presence, online training classes are taking quite a major share. Offline will still take some time. I'm very, very positive that offline will also flourish well along with online. And to my knowledge it will be well balanced in the due course of time. But what we understand as a retailer, as a product seller, for us offline will be our first choice. Number one, number two, since we are selling hardcore products, physical products, we have to be very, very careful with what medium of advertising we choose. A, because our products needs delivery, our products need service, our product needs interaction with customers. So being our presence on online has to be very, very polished in terms of our product presence and information and pricing. Because we have to compete with competitors across the globe, not locally. When you are online, definitely people will have a lot of choices, not only you. So all these factors have to be measured very carefully and taken care of while you present your products, while you present your brand on e-commerce sites or your own online branding and sales marketing pitch. But I understand we have got lots and lots to learn. We are just taking initial steps, I would say. Over to you. But I think that's the start, as long as you're cognizant that that's the way the consumer is moving and that's the way business will be done in the future. And you're taking note of that and trying to get ready to get into digital. I think that's the first step and it's like how you build from there and build your business on digital as you go forward. Absolutely. And I would like to know, you know, I'll move on to Sushanta and I want to know from you that, you know, how are you looking at digital advertising and what are the avenues that you are exploring in your business? Actually, as we all know, digital advertising is a kind of communication with the consumer in terms of promoting a product or a brand or sending a message to the consumer or the ending on a digital platform. So, well, this is what we understand by web advertising or digital advertising. Right.  To some extent, we have done it. In the past, we have done some digital advertising in the past through some agencies. Promote our new products and also for our new product campaigns and all. We have done it in the past. So, how was your experience when you tried it? We are yet to yield or see the returns from it or to evaluate the ROIs on what we had spent on such campaigns and all. We are not very clear to be very frank. And I must candidly confess that well, in a certain way, it did cater to a certain segment of target audience, but I don't know whether it has really really tangible benefits for the company. I think what you say is true unless one, you know, you're convinced that there is tangible benefits and I personally believe that there is a lot of benefit. But yes, you know, as a business owner, you have to be convinced that there is tangible benefit to obviously scale your marketing on that medium. And Tanbir, I want to ask you. But I would like to also add a few things. We are in the spice domain as you know and we are having consumers and customers spread across all villages in India and India, whom we sell our products and all. And well, you see now digital literacy is also not that good or not that predictable in the villages and all. So digital literacy has to be improved and the infrastructure in terms of broadband internet and all in the rural villages have to be strengthened and the state has to do something about it to strengthen the infrastructure in villages and all so that we can have a better product outreach. Absolutely, absolutely agree with you. And I mean, you know, would you like to share what is your view on it because as a digital market here hardcore digital market here I believe I have a lot of hope. And I also believe that, you know, and we're also seeing it in the numbers that, you know, it's really scaling up in digital scaling up not just in the metros but beyond the metros as well. And a lot of businesses are, you know, leveraging this for the benefit of, you know, this expanding audience for the benefit of their business. What is your experience been what is it you know you work with a large set of brands so what is your experience been is there any interesting stories you'd like to share with us. Thanks for the question firstly Rubina, I'll kind of divide my answer into two parts first to address what doesn't raise and second to address what Mr partner is right. I think it's critical for any media platform right for any advertiser if you're using a media platform to very clearly define what are the business objectives and marketing objectives, you'd like to achieve via the usage of a media platform whether it be digital print TV outdoors it doesn't matter. You need to be able to define that out clearly. In most cases, ROI is not measured right if there's a misalignment on what the business objectives and the marketing objectives of your campaign or your usage of the platform is so I would urge. Now whether that is your business objective could be sales your business object marketing objective could be awareness of your brand because you're just launching a new brand. Your marketing objective could be reach which could be in tier two tier three tier one cities as well. Or your business objective could be just to gain insights about you know the different diaspora that exists across the country because digital gives you that right and we've utilized that amply. So I think that's number one to answer the point that Gagan was making as well to Mr pandas point I think it doesn't matter in terms of what price point necessarily your product comes at right the reality is the consumer is purchasing whether he commerce a 10 rupee product and is also purchasing a 10,000 20,000 30,000 rupee product as well if not more right what's critical however to know is which consumer is going ahead and purchasing it and how can you reach out most effectively to that consumer so let me give you a few data points Mr Pandan this may be helpful for you right what growth you will see on digital going forward will come from Bharat. Your tier one cities are saturated now they're done with right your numbers are roughly around 650 million or going up to roughly around 800 million of internet put internet population right out of 1.2 billion population so you've already got 70% of that population covered which basically includes Bharat as well. However, if you reach out to Bharat in English, you will not get a conversion because 73% of content that is consumed online happens in vernacular language in the country as in 2021, which basically means if you're reaching out to let's say a population sitting in UP Bihar that belt the Hindi speaking belt, you rather go ahead and speak to them in the language that they understand most and hence your conversations the content that you advertise on needs to be in their language in the content they tend to consume. I think most mistakes are made where we go ahead and tend to use the same format irrespective of whom you're going ahead and advertising when I see Akash nodding his head because he's got a fairly large reach as a brand as well right. If you go ahead and advertise in a certain language in South India, it may not work. You know you've got to be differential and digital gives you that power. So I would strongly urge Mr partner saying that hey the population is already there. What you need to find out is what is the population doing on digital are they listening to music. Are they watching Bollywood. Are they watching cricket. Will they watch the World Cup match today. Are they doing that and are you present on that. If you do that, you will get your conversions you will get your brand of else. That's the power of digital so a little bit of self education as a group for all of us we are all learning constantly as well. All of us are learning constantly as well. I think only helps us utilize the platform. I can just come in and add a little bit to what we were saying right. If I can just share for Mr Panda and everyone else right. In terms of the internet penetration numbers also you know the 700 million number that we spoke about almost 45% of that now is in rural India.  So the other element other than vernacular is also that is the content that you're putting out there is it mobile compatible. Do we present our big screen creative asset on the small screen because then that experience for the consumer is also broken. The other data point that I want to also bring in is if you talk about this 300 million rural consumer, one third of it is already online commerce. Which means the Bharat is now not only getting comfortable with internet, but they're also have the trust of you know actually going and converting that into commerce and you know we see this in our digital payment numbers, UPI numbers, we see it in so many other different ways that it's telling us that our consumer is learning faster than us. And I think that's the piece that we have to all recognize and you know humbly recognize that you know we have to be learning at the same pace as our consumers are learning because they seem to be learning and adopting technology faster than all of us. So, absolutely agree with you, Richard on that and I want to ask you, you know, a similar category, do you agree with what Tanveer and Richard are saying or you think there are some, you know, you have another view. No, what Tanveer and Richard are saying is right. But yes, what Mr. Panda said the same concern. Yeah, digital presence is very high nowadays, but something like ours is still in the beginning stages of spending on digital. And we as we have just started learning how to spend on digital. What are the activities we should do, what type of budget we should spend. And then that is why this session, we wanted to understand like what should be the strategy and how we should take forward these digital marketing. I'm glad, you know, at least you're thinking about it like I said, the first step is to start thinking about it and understanding that the consumers are there and the consumers that you are looking for today, not just urban consumers but people who are also living, you know, in tier two, tier three cities are using digital as perhaps their first, you know, choice in mediums is there and then the consumer is there as marketers and as business owners, you know, all of us have to start thinking how to reach out to them. So I'm glad that's on your mind.  Why do you think offline will be still the largest part and why not digital. Love to hear it, you know, what do you think are obstacles that you face and what are some of the challenges that you may face, you know, before considering digital, you know, what, why is it that you would think that offline works better still for you. Rubina, to be very frank, I am very much aware that online will be the next big thing for us also, the whole world is moving towards that. But having said that I am not really prepared or rather educated as to which medium to choose from. You know, when you, when you guys talk about digital, it's a very broad spectrum thing you are talking about. You know, I do understand that. Now, which medium on digital has to be chosen is still to be learned by me. So once I get to know whether my product is good on YouTube, or is it good on Facebook, social media, Insta and all that, or is it good on a different platform. Again, again, the kind of age group I'm talking about, you know, my age group, the best buyers are 40 plus for me. We have seen in our retail industry 40 plus people have money, they have decision power, they buy the most. Now, those people, which is for them, which is the best medium. Be my product for my product, which is the best medium and see if, let's say, if from people like Tanveer and you guys also guide us and tell us that now for us, this would be the next, the best medium to choose from. Then, again, we will have to start working on as to what will be the content. Should we simply post products with prices or should we simply start with the level of educating the customers first, talking about the products and their benefits first, and then come on to the sales level. So it's a long story to understand. So I am really confused.  But yes, it is perhaps, you know, people like us, we try to make it sound overly complicated, but I promise you not it's not that complicated. No, I will share an experience here. I want to share an experience here. As a business entrepreneur, people pitched us as agencies to market for us on digital. And we chose that to our knowledge, we chose the best person and then they would come and ask you what would be your Spencer, I would say okay let's do 50,000 rupees a month. Now, that 50,000 they are spending they're doing, you know, likes and this and that what what they're buying orders, but is that actually helping me. And as somebody just said that ROI is still to be understood, whether that particular medium actually work for us or is it something else which is working. So that's what we have to understand and learn. Yeah, totally. Akash, welcome to the panel. I know you joined in a little bit late and perhaps you've heard some of the, you know, interesting conversation that we're hearing.  I, are you thinking about digital do you think it works for you as it working for you, are you considering. What are your thoughts around it. Yeah, first of all, my apologies for being late today. And yeah definitely digital is one thing that it's there are two options we are doing it or we are not doing it, but one thing is for sure that everybody knows this behind the it's a necessity that cannot be ruled out. Now the thing is where you have limited budgets. So since the decades there has been a chunk like this percentage will go in the TVC is this percentage will go in the print this will go on air radio. Now push out from which portion selling that amount out and investing in digital and then is it working more than the traditional where we have shared it out from. So that statistically and like quantitatively has to be justified. And somehow I feel as what can we rightly said about the customization. So one thing that customization and happen the in a best manner is only in digital for example if I have a I've spent huge amounts of money on a brand ambassador but that's for a Hindi speaking belt. I can't can't use that if I'm launching my brand in a Southern India state. So that is there my that portion of the TVC goes wasted. So that is where digital comes in and I believe definitely a quarter of the ad budgets. So if it's in digital, then that should do wonders for sure. And we are definitely have already started it. The only issue is to first convince ourselves through some case studies as to knowing going there is important and very necessary but when to go that is an iceberg that we need to just break and there where we need help of experts like you. And how do we break that iceberg. I was just going to step in, Rubina, you know, I can I can safely say that between Ruchita me and the large Google team that we have here in India. We would love to read out a simpler story on digital for you. It isn't as complicated as it sounds. It's just that it's grown so fast that you hear of so many new entities right that makes it confusing. So the beauty of this platform is that there's an ability that you can pretty much plan for whole of digital using a common repository so you do not need to go to such so many entities that's the beauty of this platform. So gosh gone other days of single media planning. Right. I mean, in today's day and age we would go crazy if we do single media planning just imagine I'm sure you already do. Besides the team at Google calling you up I'm sure you get hundreds of media calls every day right it's impossible for you and Dagan and etc to go ahead and manage this right so now it's the time of cross media planning where you do it together that's the you give Ruchita and my team a business objective, a marketing objective. Is it reach? Is it sales? Is it tier one? Is it tattoo? And let us come back to you with a consolidated cross media plan which deduplicates this field right so that your money is eventually used in the most effective of manner and digital gives you that part. I've worked on the TV side I've worked on the radio side in my career and trust me it's been an evolution for me in learning as well. And just like that just as it was simplified for me we'd love to simplify it even for you alongside our partners. So that's definitely something I can help you out with and Ruchita and I can definitely help you out. So that'd be what I'm really hearing from everybody is that I think well I can safely say I haven't asked everybody but I think there's consensus that their intent is to be on digital. While there are I mean different people have different constraints one is obviously the complexity that I think people folks like us you know who've been in digital have sort of maybe built it we need to simplify it for people to be able to come on very very you know in a simple easy manner make it easy for them. So I think one is that also there is I think some challenge around having the right content put on digital so having the right assets etc put on digital so that's really what I'm hearing you know at the moment. And I just want to go around and ask you know all of you Akash, Nermit, Kagan, Aditya and Mr. Panda that you know I'm sure all of you do some part of your marketing spends which are digital and I'll start with you Akash. Tell me what is it that you do in digital, you know, besides social media, you're not left to hear that. And how is that, you know, what's your experience been with that. Okay, so the biggest what we've done was during the elections we had a big digital we did it with the news channel on their digital platform and the response was so much that it was directed to our website and we were not equipped with so our website crashed. So the response was there but there was not enough preparedness at your end. Yeah, because I was we were just absolutely. I was 100% sure that not more than 1 million people will come but it was 15x of that. So that was one and then we started doing it. We do it paid we do banners, but it has all been like it's not a very structured format it's not constant. So, and sometimes when we feel that if I have to take out a budget. I know it's not realistic because it's very small. But I just do it because I want to be there I want to say I'm going digital I wanted to answer your question today that is what I was doing. So if this thing comes from experts like you, this is the X amount so I think that would be more better for the brand, it would be more in terms of visibility would be better. And it would enable us to gain as confidence to keep doing it in a major media shareholder of the spending pattern. Understood so help in planning your budget so that they deliver better for you on digital is your ask. Fair point. Number that I want to ask you that besides you know again social media social media does everything and e-com is also doing a lot of things these days. Go to the e-com channels with them and start selling but what have you done on digital? Have you experimented with digital? What has your experience been? Actually, honestly, we do understand that digital is a new way of connecting and engaging with the customers. It represents a new way of doing business. As you said we are selling e-commerce stores as well as we are doing some market places like Amazon and Flipkart also. Over there our prime objective of selling online is customer awareness, customer connect. We are also using some digital platform like Salesforce management app for our sales team also. Which empower our team to? Gagan, I want to ask you that you know like I started off saying that video platforms today have become very very large. Whether they are long form, short form, video platforms are like really gaining traction because a lot of users are there. Have you experimented on paid advertising other than social media or e-com? Have you gone on to any of the video platforms experimented there? Frankly speaking, we have yet to experiment the video platforms. Until date, as far as digital marketing is concerned, we have been spending some amount of money, a very minimum share. And that was on social media marketing, the Facebook, Instagram and all. And we have done Google AdWords and stuff like that. But not to a great extent because as you understand that we have been very conventional, old style print and electronic media advertisers. So today, although I would say that almost 10% of my spend has gone into digital but 90% still remains on outdoor and print media and other stuff. But as far as video platforms are concerned, we are yet to try one. Sure.  You know, obviously, you know, everybody today in today's world cares a lot about profitability and ROI, etc. And also especially when it's marketing spends, you know, everybody is very, very cautious that their marketing spends deliver. So how do you track or how do you measure the effectiveness of your marketing spends? You know, see, if you ask me frankly, it's not very, you know, it's not possible for us to measure vis-a-vis the spend. But, you know, we only understand by the number of calls our sales team received. You know, the numbers which are flashed or advertised as a number of calls you get, number of inquiries you generate out of that or emails you get or the number of hits you get on your own website. So relatively, print has worked the best for us till date or the second best would be SMS marketing. That's how we have been doing. When we do a digital marketing, it's very difficult to measure. It's very, very difficult to measure. But still, you know, we have you rather, you know, we have used this tool for branding more rather than selling. So that's, that's how I would like to put it, you know, we have used digital marketing for more of a branding exercise rather than selling exercise. Although, from the profitability point of view, I would love to have conversions from digital marketing and, you know, and we will turn into profit. That would be the best way to look forward. And that's how what we want to do in future. But as you, as I said that, no, video we have been trying. So, you know, Ruchita, I want to come to you and ask you, do you think digital can provide better measureability? How can brands leverage that? What's your view? Thank you for the question. Thank you for your candid experience with digital and your apprehensions. I think this is something that you know, we actually hear from a lot of advertisers. So you're not alone. You know, in this experience and these questions. So I'll maybe want to try and, you know, pick up a little bit of how the conversation has been saying that digital can be easily made. You know, there is a need to make digital easy. So maybe the way I would say is that all the branding solutions that digital paid digital marketing offers. It's very possible for, you know, as the media had said, you know, for the need in my teams to actually draw parallels for you with regards to TV. So just as you measure TV, you reach frequency, brand lift, you know, looking at how the awareness index increases, you know, at recall increases. The same actually can be delivered on brand on digital media as well. So I would actually kind of go back and also answer Akash's question that how should you start? I would say start back because if you're familiar and comfortable with how TV delivers to the metrics that you are familiar with, start off with that. I think digital can do that as powerfully if not more. Now coming to performance would be not the question that, you know, Gagan was talking about in the queue specifically asked me.  So that's a parallel to look at. And the power of digital is not only can we kind of give you results in terms of leads, but we can actually help you measure the journey. From the engagement of the ad, all the way to sales and not just that leads, right? So there is a very seamless way to measure all the way from, you know, how many leads have you got is have those leads been quality leads. So digital also gives you the power to say that, you know, if this lead has been more, you know, in quality, then the engine can learn from itself and start turning out more quality leads for you. So that's the, you know, other advantage. The second advantage with actually performance and the other thing is that you're playing at place or out of home place. Where is in digital, what you end up paying for is only something that has given you results. So even from a cost efficiency point of view, you know, so there is the advantage of measurement, there is the advantage of cost efficiency. And the third advantage is the insights that the tool or the machine learning kind of incorporates in itself to get, you know, higher quality views, whether it's a branding objective that you're chasing or a conversion objective that you're chasing. And I think those are, you know, some areas that, you know, maybe we can help you discover and uncover about digital and I totally agree that the initial initiation for all of us. You know, whether it's Rubina, Tanir or us, even when we kind of got into it, it took us, you know, we had to educate ourselves, we had to experience it and it had to, you know, deliver results for us to really believe in it, right, because seeing is believing at the end of the day. So we have to experience it and that's when the belief comes in and we are very happy to handle, you know, your companies and that and you know, I also kind of refer back to what Dr. Banerjee had said at the beginning of the conversation, right, where he had said that he's actually being able to very effectively learn along the way and use for his business when, you know, COVID hit. And maybe I could actually, you know, I'd love to hear Dr. Banerjee's views that you know, have you seen the power of digital in delivering performance for you and being able to measure it. So what happened actually was I was in the same kind of dilemma as my other, you know, counterparts are in terms of how to optimize and how to utilize digital medium, wherein we can somewhere quantify the outcome of it. You know, you can keep spending on it, but if you cannot quantify what you actually want out of it, then it does not make a lot of sense for a business. You know, for a business idea to culminate into a reality. It so happened then that because I got those three months, I did a digital marketing course myself and online digital marketing course for free. Right, because I so I what I personally feel is that till you do not know, you do not know what you're dealing with, you need to understand the tools first. You do not know how to use the tools. It doesn't matter how much you try to explain me how to use that I would not understand, because I have never known how to use it. You know, so I have to have a little bit of idea as to how to use it. Just because I have a hammer does not mean that, you know, I have to be a, say, a Smith, but I need to know to that. Okay, there is a hammer and this is what it can do. So just to have that much idea, I did a proper three months course to understand that. And that is where I became very, very confident that whatever money we are spending and since we are a starter and in startups, you know, there's always a cash flow concept. So you'll have to very wisely see that where to spend how much money to get how much results that is always a proportional relationship. What to spend, how to spend where to spend and how much business can you expect out of it. Right, so we were actually struggling at that point in time because we were going to launch a new brand to reach out to the maximum maximum eyeballs. So we very confidently were expanding in terms of distribution network. We are presenting about 20 states, 400 plus distributors of ours. Right, we have a service network of 600 plus service partners. But that is one part of the story. If my customer does not know, not today, say, if I'm just giving you a case, you know, when I benefited your customer can just log in to a platform wherein he can click and see. Okay, this is where I can get my electric vehicle from. If I need a service, this is where I can get my service from. These are the reviews. These are the possible service challenges that I'm going to face. So your customer can make a much more informed decision. Isn't it? So this is where it helped us a lot. So with the kind of business model that we were running when we thought that we were getting into manufacturing, we put up a platform which will be in sort of an online offline hybrid. Moving ahead, Ola gave me a brilliant example of how you can use digital medium efficiently without even having a single dealer point. Ola, you know, booked 100,000 vehicles only through digital platform. So that's the power of digital. At the end of the day, what are you looking for? And without even having that entire infrastructure, now Ola has 100,000 vehicles sold in a matter of months. So that is where we thought why can't we use that because we are at a much more advantage. We now have 400 display centers wherein our customer can actually go and experience the vehicle. So we said, okay, let us get into a hybrid model. Let us do a booking online and let the customer go and experience. And if they book online, they get say an X amount as a special discount. So, you know, you've got to give those fringe benefits to initially attract the customer onto your platform.  It has to be business specific because it cannot be one solution for all. It will always be the kind of business or product you're dealing with. But personally speaking, initially, we thought now whatever we spend directly or indirectly, when I say indirectly, even whatever contents we make, say we shoot a vehicle or say we do a... So recently, we did a strategic tie up with the manufacturing facility. We did a nice shoot of that. So we created a content out of it. Instead of putting it onto, say, news or XYZ, which we also do, but simultaneously, we are very, very active on the digital platform. So we'll put it on YouTube. We'll put it on our WhatsApp. We'll populate it as much as possible so that our network comes to know, okay, now they have done another joint venture. Okay, so there is something new happening. So communication has become much more easier. So if I have to send an information from me to my entire network, today it can happen, not only my network, also to my customers. It is very, very easy if I use a digital platform and you spend much less. That is the best part. So you don't need to, so tomorrow if I want to announce that, okay, say for this, from this date to this date, if you do a booking, you get an additional discount of 5000. Now, there are a few ways I could have done that. I could have gone on to a newspaper and given a quarter page ad to do that. That would have restricted me to most of the locations, you know, and that's why I do not know how much conversion I'm going to get. Because digital also gives me the advantage of geotagging, of segregating, of segmenting my critique. That is the biggest advantage. So I can directly target my audience who I really want to sell the product. Who is my influencer? Who is my customer? I can target that. That is the biggest advantage of digital. And like Rajithra rightly said, and Tanveer was also explaining the same fact, that your efficiency goes up by notches. Here it's a two way street. Digital, the advantage of digital is it's a two way street. It is not only that you are putting out something there in the market. You're also getting feedbacks from the market simultaneously. So on all our digital platforms, we have been getting feedbacks of, okay, you need to improve this. Okay, then here we are not getting service. So that's a huge input for the company itself to grow further. Comparisons. Sir, why is this car so expensive? And it is coming directly. It is coming from a primary source. So I'm saving on a lot of market survey costs, which I do not need to do now. Because it is happening automatically. And a lot of informed decisions can be made on the part of the company. Because we have a lot of information, which can now be quantified. We can put it in buckets that, okay, this way it's not south. There are four zones. So that is how we do business. So we'll split it in each east-west north-south. So these out of these zones, these are the states wherein we are getting the maximum. It becomes so easy to plan. You can plan your supplies better. You can plan your inventories better. You can plan everything better. And business is all about planning and execution. I think that is where I'll rest my case. Thank you. I think you made the case very well for digital. And I hope some of the other panelists, they have got inspiration from your own, the way you are using and leveraging digital. I know we're running short on time, but I just want to quickly get a view from Mr. Panda and ask him that, what is your ask from the platforms?  Well, as I said, we're already into e-commerce. When we are not at all at that point of time, we're not at all into web advertising and all. We forward into e-commerce. And that also did help us in spreading the brand awareness. We got a lot of feedbacks from the consumers. We were on Amazon platform. So we got a lot of customer feedbacks and all. Then we try to understand and realize the relation down upon us that yes, the power of digital is really happening. And we have to leverage this digital technology for our web advertising and our web marketing also. So we started believing in this digital kind of thing, being a practicable solution for advertising and marketing needs. So we are now in the process of implementing ERP and CRM for our marketing and our brand awareness needs. And maybe within a year it is going to be materialized. Now we are already taking the help of an agency who have very good skill sets in this digital technology platforms. So they will do it for us. So we hope that, well, digital transformation is taking place and by 2050, 70% of marketing is going to be done on digital platforms. So with that kind of speculation, we think we have to work more and more on digital platforms for success for reaching out to the consumer, as I said, in a large way. I just have one thing to say. I think it will be much sooner that 70% of all the marketing will be on digital. That's my personal view. But with that, I'll just go to Nimit once again and ask him that what is his ask of the platforms as parting thoughts? How can platforms help brands adopt their digital journey? Yeah, actually, I was saying that we are present on two of the mediums like social media. We are doing on the market basis, e-commerce and all. But still digital is a very huge place. And we have just touched a few of the avenues. There is still a large chunk of avenues which we have not still explored. So yes, we are definitely willing to explore these avenues, but still a sizable part of our teaching is elderly people, especially female. Hence, besides digital media, conventional media is still important part for us. Hence, we cannot completely ignore this media as well. And this media, generally conventional media, it's up our major parts of media spans. So we have to continue with conventional spans also. So we just need to understand how much we should span on digital and how much we should increase span on digital gradually. Absolutely. I understand your point of view. Can I just come in and share an example with you? This is an example from Darbar Homemade, which is like a competitor in a way to the spices, this thing. So they make these pre-mix, this thing. So what they had done sometime back with us is they had actually done content packs with us. So to your point, you're absolutely right. If your customer segment is, you know, our women who are interested in cooking, one of the interesting phenomena that has happened in the last one and a half years is that a lot of Indians, actually not just Indians in India, but you know Indians globally as well, are coming to YouTube to check out recipe videos. And you know what Darbar did very effectively is actually, you know, did these content pack, you know, paid marketing where they were able to see a double impact on their ad recall. So, you know, so for example, even if, you know, you are wanting to address a niche customer segment and you want to address them when they are in the space of thinking about cooking, then also, you know, there are some very interesting solutions that are now available and you know, obviously, like I think we discussed earlier as well, you know, it has to be customized for your company. It has to be blended in like a multimedia, you know, auto media mix plan that the news spoke about earlier. But there are now possibilities that exist. And I think, you know, as brands and as advertisers, I think it would be lovely to, you know, hear about all these options that are now available. Absolutely. Thanks for sharing that, Rachita. It's an interesting way of integrating your brand in the content story itself. But I think we're running out of time. So I'm just going to summarize the whole panel by saying that, yes, you know, we heard the brands, we understand, you know, there are challenges, you know, that you face while you look at digital media, whether it's the complexity of the media, how to plan for it, how to use the content, how to address the right target audience on digital. These are some things which are running in your mind, but at the same point in time, you know, it's heartening to know that, you know, all of you are thinking of digital and going beyond just being on social media and e-commerce channels. And, you know, I think the takeout for the platforms is to see how they can work with brands, partner with them to simplify this journey for them and help them adopt digital and scale their businesses. Because digital is here, the consumers are here, and they are looking to interact with brands and services on the medium of their choice. You know, with that, I'd like to end this panel. Thank you for a very interesting and candid conversation. I really enjoyed hosting this panel, and I hope you had a good time, too. Thank you.