What's up everybody? Welcome back to sequence. We are here for at bat number two with 2019 All-Star David Dahl This one's against Walker Bueller and why is this video important to you? I think just because the you know, how good Bueller is he's one of the best pitchers in the league He's he's young. He's gonna be one of the best for a long time and it's always a battle when you're facing a guy like this um guy has some electric stuff hundreds spin rate top of the zone Cutter slider change curve like he has he has it all so he's he's definitely tough at that so just be able to To to get him on a high fastball was it was a good feeling and it's actually a cool. So I made an adjustment going into the 2019 season so in 2018 I had a had a pretty good year had a good run at the end there and then I really struggled with the playoffs and uh We wanted to me and my guy uh, Trent Otis We we worked in the off season about cleaning some stuff up and how to go about that So a lot of times I was a guy my hands were high I would load and sometimes I would load too much and activate my shoulders And so when I'd activate my shoulders, I'd get super You know I start flying open and I would struggle on I would miss some pitchers that I should hit And so we really wanted to clean up some of that clean up or you know We did a lot of bat path work Clean up that path on certain pitches A lot of the times especially for me It was like the low and end pitch out of out of Tennessee to fly open But also I'd hit that ball on the ground instead of you know, or a lot of lefties You know, they love the ball down and in and they drive it So we did a lot of a lot of work with that a lot of just getting into our launch position Our launch spot and working from there and just trying to be quick with the barrel So we made the adjustment to in order to do that My adjustment was we experimented kind of moving my hands a little lower and just trying to get You know more relaxed. I think we talked about you know, Justin Turner His hands are pretty his hands are pretty low, but he's just very relaxed up there So I wanted to see if that could help me You know get a little quicker and kind of just relax the upper body and let the legs kind of do Do all do more of the work and then another thing was we worked on Hinging just a little more instead of because sometimes I had a tendency just to stay upright and not like Have any kind of tail or hinge and so that kind of would help me Clear out my path on some of the lower pitches that I was getting So going into spring training and and early in the season it was going really well. It was working for me and You know This was early in the season so we can I ended up making another adjustment kind of towards the like middle of may But we can I can go over it after we after I Face be aware When you're talking about off-season adjustments and you're saying, you know, you're working on your launch position What what drills were you doing? What or is it just straight up? Stance and posture and hand placement or were there actual drills where you were yeah, there were drills I did a lot of uh drills on off a tee where it was like some constraint drills where I would put The tee with the ball on it here and then next to it like closer to me I would put a tee up and it would allow like I ended up having to Like it was a constraint So if I ended up like kind of going forward or you know going down like too much or pushing I would end up that that tee would get in the way So in order to hit like that down an end pitch I had to like really turn the barrel behind me get underneath it and and so we did a lot of stuff with the tee We did a A lot of uh, you know some stuff on up against the net A lot of like quickness drills where I would just get into my launch setup And he would come over with a ball like next to me and just like sit here and then drop it And I would have to hit it before the ball hits the ground And I think on my I've actually posted a lot of my off-season work on like my instagram and twitter I think so if people are interested they could see that and I'm actually I think today I'm going to hit and we're actually Going to make like a cool series of drills that I do and kind of like the progressions that we do and stuff That's just kind of helped me like, you know, it might not work for everybody this game You know everybody's body is different their thoughts are different, but just kind of You know stuff that's helped me, uh, you know get better and uh, yeah, those were those were the drills We did it a lot and then you know was able to have pretty instant success kind of that season I I started out really hot Was doing a lot of stuff But one thing I was doing was striking out a little more than I wanted But you know, I made the adjustment a little like in may that really helped me even more But we can kind of talk about that one the next to that I I love hearing that from guys because it's a it's a sentiment that I share You know, there's not one way to do things and every single guy that we've had on here says that And you have to have the ability to Make adjustments Find drills that work for you and your body because not everyone's built the same So I think it's great to have guys like you building resources Of these drills, you know, if some guys like, hey man, I kind of look like David Daum I kind of swing like him. What drills is he doing?  So I think what you're doing is great work, man There's actually a cool draw I did before I faced Bueller that I did in the off season that I do a lot now when I face Kind of guys similar to Walker where they're throwing, you know A lot of guys now are throwing that top of the zone 100 mile an hour fastball or high 90s with plus spin plus extension You know all this stuff and so a drill that I do Is I take a it's it's two teas, but it's a high tea drill where I'll have like the tea set here You know at the top of the zone or whatever and I put another tea behind it But a little lower and when I swing my thoughts are like down to the ball get on top of it Especially with this kind of picture. That's what I feel like I need to do And so I you know, I take those drills. I do those swings and If you drop the barrel you hit that tea behind it and so definitely reinforces like you know Staying above the ball staying on top of it and and it really helped me And then I would also face like the Velo spin rate machine before I face guys like this and just try to be quick and and Stay on top of it. So it it helps me when I face face guys like this for sure All right, let's get into the about I mean look everybody knows who Walker Bueller is one of the best pitchers in the game I'm from LA so all my friends talk about the Dodgers and We've been saying it for a while like he's it's kind of a changing of the guard in LA like this is their ace Yeah, Clayton's a stud still and they have a lot of good pitchers there, but this is this is the guy And there he is It's crazy. It's crazy too. He throws that hard because He's not like he's not the biggest guy in the world, you know, he's he's he's tall and kind of lanky But the dude's throwing easy 98 like it's You don't see that too often like it's it's pretty impressive what he does So Yeah, I think so my first about against him He threw a curve ball and I I think I got a single on it. So I was really kind of I had a feeling he was going to challenge me with the heaters, especially when I got to two strikes. He does that a lot. Um but First pitch here, it looks like he's giving a heater away That's a good take Good take. I usually say right there. That's that's a surprise and take for me. I'm up there hacking man I I see one thing I need to get better at is is uh, You know not not swinging at everything. That's one thing I'm working on And that's one of those pitches with a guy with that plus spin like that You know the efficient spin rate that balls down And a lot of times you think it's down and just stays right there and they can they can call strikes on that pitch But that was a good take I didn't call it a strike because it was it was pretty close We're seeing the shift right here. Yeah, you ever think about that No, the shift doesn't bother me too much because I feel like I do a pretty good job going the other way. So Um, you know, I typically don't get too too bothered by it. I don't really even notice it half the time How many bunts against that shift you do you have? I don't think I don't know every time I try to bunt.  It's a pretty close game And um, I tried to bunt. I fouled it off and then I hit a double And I remember coming in and nick humley was on on our team and he goes. Hey, don't ever try to bunt again You just hit All right I I tell people there there are times where bunting is okay for a power hitter if you're in like a slump Oh, yeah, I would do it if I'm like not seeing anything. I mean I have I probably have one or two butt hits but not not too many It's something you actually if you want to bunt though, you got to work on it. It's not easy to to drop bunstone It's not people think it's easy. Not easy. Dude. It's not easy. So, okay. We're not caring about the shift right now You're 1-0.  So and I'm right. I'm choking up. I'm like, I'm gonna I'm choked up I gotta Gotta get the head out here. I don't know what he throws actually this next pitch I forget we got 1-1. That was kind of like a little two seam or a random like that Yeah, so now, you know again 1-1 prime count here Tough count. Yeah, you gotta you want to win this count, but I don't think I do Oh nasty slider. Yeah, that's I want to go back to that pitch right there. That was nasty I mean, I'm trying to get the head out. I'm like, I'm not missing this heater. Whoo Really we talk about tunneling on this show. He tunneled that last pitch Yeah, and one went the one way and the other one went the other way. So that's That's that was nasty. Yeah, not easy. So One two this might be the pitch. I'm I'm choked up.  I'm still like on the heater. I'm still on it and this is this is the pitch Yeah, so I want to go back and just get your mentality here. So one two. He just threw you the slider I'm I'm just still I'm like, all right. He's I feel like he's gonna try to beat me with his best pitch His basketball up like that's I I have a good idea that he's going there.  I know what he's done to me So, uh, I really just had a had a good idea and I know the Dodgers like throwing up there So I just I had a feeling he was going back up there. So I was like I can't miss it. Can't miss this bit. Okay. All right. So yeah, here we go. It's one two Beautiful sunset Just have to sit on that pitch up but you said you're on it. Yeah, I just I I've hit it before so I felt like I didn't get it I mean you got to it. Yeah You let him know a little bit right there I had to had to To against a guy like Walker and be able to be able to do that. I was I was pretty happy because I remember this about really well, so I mean he was standing there like did he really just get to that pitch The catcher too was like wait because he hit a spot. Like it was a good pitch I just you know, I had a good idea that he was probably going back up going up there And now we see a little bit slower truck in video one. This was actually So we they replaced the lights and stuff to like the led or you know the lights and This was the first homer. We've hit it It was our like first night game at cores during the season and they were they're flashing the lights Like it was like a strobe light and they're playing our walkout music round in the basis So I was like, I might take my time and enjoy this a little bit So show I love that.  All right. I love the slow most here.  You can actually see it. Let's go back just a little bit more We can actually see kind of the trajectory of this ball in the slow mo which is really cool boom boom Look at this Yeah, you see how like usually guys when they're throwing fastballs They have have some down angle or stuff, but his thing just stays up there like really rides through that zone I want to talk about this because Yelly came on we talked about swinging down the ball You were preaching that you were working on swinging down the ball to be able to get to this pitch when you look at this Swing path here clearly you're not swinging right down Yeah, it's a thought process. It's a thought process. It's a feel and it's and that's I don't like Telling someone there, you know, no one no one's right. No one's wrong. It's whatever works for you It's whatever, you know thoughts that you need to go take the game swing and and have results and yeah, I'm I'm thinking I'm literally thinking here You literally can't swing that way though Yeah, I'm not doing that But that just I felt like that helps me kind of just clean the path up and get a little quicker on guys like this Like if I'm facing a sinker baller off speed guy throwing low, I'm not I'm not thinking down I'm thinking more like turning behind me get underneath it and try to try to lift it in the air So it's just it's who's on the mound? It's it's everyone's thoughts and feels are different So you can't sit here and say there's one way to one way to I wasn't expecting that watch this bat path I'm gonna show it show it. You're so clean through it.  It's it's fun to watch these it makes me you know, it's like, all right.  What what is an a swing? you know, so Tell me what you mean by Or what we when players talk about hitting and having clubs in the bag. What do we mean by that? Just uh, there's more there's more to it to go out and put up results in the game like you people You know, there's drills and thoughts that I have in the cage where it might not be mechanically the most The best swing ever but if it helps you go take that game swing or Um, then I think you can't sit here and like and dog someone for it or trash someone's opinion or their thought about their hitting um, there's just there's a lot of ways to There's really a lot of ways to do it. Um You know, like I said, there's most of the time I am thinking top hand down to the ball because everyone nowadays are throwing 100 up in the zone This and that but you run into guys that are still sinker ballers off speed pitches so For me to sit there and try to Do this and think that on a ball movie going down this way. I'm just going to chop it to the ground So I need to figure out a way to To get more on playing with it and the way to do that for me is by thinking Okay, I need to maybe have a little more tilt on this guy and turn the barrel behind me a little more and kind of get on Playing quicker so I can so I can lift this pitch. Um Yeah, there's just there's no one way to do it. There's no one right Thought and that's that's kind of how I think about it You got you got a lot of the new old school versus the new school stuff And I'm kind of in the middle of both of them I think I think both ways kind of you know, just like it depends who's on the mount. I think that's how most people Should feel like you can't be Speaking in absolutes when it comes to hitting because we don't control the variables like you may You may watch, you know, certain hitters bond trout the best and they look like they're doing something But you need to dive in a little deeper and think about, you know, what what are they thinking? What are they feeling? What's their work in the cage that's able to Translate to that swing in the game, you know, there's there's a lot of different factors into it All right, man. Well, that's about number two So another good one for the memory bank, bro Walker beeler And I think they're all against the Dodgers I like when you hit homers against the Dodgers and feel really good just because they're such a good Their fans are, you know, their fans are are wild.  We got another one coming up here with the Dodgers and it's off the Dodgers. All right. Thanks, Dave


Hey, everyone, my name is Gerald Nunn. I am the GitOps technical marketing manager at Red Hat. And today, with coming after Jesse's presentation, I'm sensing a trend. So we're going to talk about DevOps in a GitOps world. But really, what I want to kind of get at here is to really get feedback from you folks in terms of your challenges and what you're looking for. It is, from a feature set perspective, this is something that we should be doing in the upstream Argo community. So when you look back at CI back in 2010, the early days back in the Jenkins, Hansen's days, yes, I'm that old, the CI tool essentially did it all. But now with the advent of GitOps and all of the cool GitOps engines and the capabilities they bring, what we're really seeing is a split between CI and CD and using CI for what it's good at and using CD for what it's good at. And that's bringing a lot of benefits. But even though the process and what we're doing is evolved, as Jesse noted in his own keynote, we're still kind of doing the same things the same way. I changed my source code. I built an image. I push it out to a deployment. And it's a very point-by-point deployment by deployment type process. I update my dev manifest. I update my stage manifest, update my prod manifest. I test that particular deployment that I'm doing, but I'm not looking at things holistically when I'm doing that. And this brings a lot of challenges that we see at our customers at Red Hat. One of the bigger ones for me really is about coordinating changes. So I'm doing a new image update. I'm deploying new source code, but it needs a config map update. It needs a secret update to go with it, right? And I want to deploy them at the exact same time when I start rolling them through the different environments. How do I do that? The CI tool is automating source code changes, and it's automating all that, but it knows nothing about what the human has to do in terms of updating things to be compliant and make that work. The other thing that comes into play is dependent applications testing. And there was an earlier question about this in my previous session. I've got a couple of different applications that are dependent on each other, and I want to test them and deploy them more holistically. If we lived in the world with rainbows and unicorns or microservices were perfect and they were infinitely backwards and forwards compatible and you could always just test that and never worry about it, things would be great. But unfortunately, that's not the world we live in for the most part. Most enterprises, well, some can do that. It's not always the case where that's possible. And you are going to have these dependencies where you want to manage these things more together. So like when I deploy app one, I don't want to just test app one. I want to test that app two. We'll still work with app one. And when you look at ARD with CD in terms of our levels of abstraction, right now we have applications. And yes, there's application sets on top of that in terms of grouping those applications. But really the question I want to pose is, do we need more or a different level of abstraction to go along with those applications? At the lower end, you can have a concept of components. We kind of address that with customized components, umbrella charts and hell. But the higher and then we're looking at things more holistically. Do we need something like environments, snapshots? Something that represents more of what you're deploying to and from a target, but something that's more holistic than a single application. And that's really where we're coming from this perspective is looking at things more holistically and how do we do whole environment promotion or maybe snapshot promotion, right? Where you can have related items, be able to manage them effectively and efficiently deploy them together, right? And then as you move through Dev stage prod, essentially be able to test each of those environments in turn from a more holistic perspective rather than a point test that you do for a particular deployment that you may be rolling out at that point view. Now from this approach point of view, there's definitely some pros and cons. The pro perspective is you're testing things more as a unit and moving things as a unit, which is great. The con though is that obviously if you've got a hundred different microservices, that could be a lot of testing and a lot of time to do all that testing and slowing down your CI process, right? So those pros and cons to this approach and what that right level of granularity in terms of defining that superset over applications is something I'm quite interested in hearing from you folks as we go through this. So from a keynote perspective, really, I'm not selling anything. What I really want to get from you folks is your feedback. I want to hear from you folks, you know, is there a need for this higher level abstraction? Because we've done some work internally about how to on this and we'd love to contribute this more upstream and get this into the Argo community as something that's part of Argo. And we see this as something that's needed. But the other hand, you know, when some of our developer advocates are going around to different organizations, we don't always get that feedback that, yes, we need this. Like from a lot of times where we hear is what we're doing works and we're happy with it. So no need for a change. And obviously it can be a large investment to do all of this stuff and make it all work upstream. So we definitely want to hear that this is something folks are interested in before we start pursuing it in more detail. So last bullet point, if you don't agree with any of this, and like I said, you think applications, application sets are all you need and you're good to go, hey, I want to hear that to you. I'm all about wanting to hear the feedback. So that's it for me and I've got no time left. So that's it. Thanks very much, everyone.


Let's welcome on stage our session chair, Vanita Keshwani, CEO of Madison Media Sigma. Please give her a big hand. A lady walking on stage being a session chair. I'm feeling proud for our gender. Or just be with me for a while. Let them set up the chairs. It's wonderful to have women who run the world. Girls, girls. Well, this is going to be very interesting. I feel. So let's welcome our panel members. Give them a big round of applause. Amit Setia, Chief Marketing Officer. Siska Grup. Anupam Bhuke, who we met. Chief Marketing Officer. Two young brands. Shpachlaos. GM Marketing. Kansai. Nero Lac Paints. Limited. Vikram Tanna, VP. Head Advertising Sales and Business Head. Regional Clusters. Discovery Communications, India. Good evening actually. And welcome all of you to our session on live events and really how do we crack the code on live event sponsorships. So before we start and I think I'd like to introduce the esteemed panel. That's Vikram from Discovery. That's Anupam from two young. You've already got him on stage recently. Amit from Siska and Piyush from Nero Lac. And ever since I've spoken to him a while ago, by the way, I've been humming Nero Lac tune. So that's what has happened. So the first part of the discussion to even before we start what is, you know, live TV content and discuss about cracking the code and give you some learnings out there in the audience. So the objective is to get some learnings out of the session in terms of how can we crack the code better, what are the kind of live event learnings we have. Before that, I'd just like to focus and ask ourselves, why are we discussing live event sponsorship and on television. And in one sentence as agency, I would say that it is simply because live events command not only disproportionate eyeballs, but obviously a huge premium usually on investments, which is why we are discussing how do we crack the code. So having said that, I'd invite Piyush first to really talk about, you know, what his view is on what is live events on TV. So before we actually start about cracking the code, we'll just spend like two minutes where we'll hear what is the gamut of live television sponsorships. Afternoon everyone. Live actually, when we were discussing, one thing which cropped up is that the classification itself is so interesting. A lot of us stop at spots, some of us take the next step, go to news, and then we start discussing, well, there was an award concert, deferred live, does it work. And then of course, you know, during the conversation, I'm sure Vikram would be able to tell us more about how the deferred live or versus the entertainment piece. But surprisingly, some unconfirmed projections put the size of this opportunity that marketers and agencies and everybody has been talking about at about 10,000 crores projected by 2021. So it's in no way a small piece. And from that perspective, there is money on the table. We all, through many of our own associations across properties, brands that we work on, live eyeballs is something which obviously catches all our imaginations. There is immediate, there is cultural context that we try and build through these associations and sponsorships. And to a certain extent, there is there is a sense of borrowed equity which comes through for brands. Brands are working towards, you know, creating specialized content. And, you know, I was very interested to, you know, hear in the previous session about how the content and the digitization versus television, how it is actually leading to so many more vistas and ideas coming through. But the net point being that there is specialized content which is coming through when it comes to live sponsorships. Some of our most successful associations or programs have actually been through live partnerships whereby our sales force, our frontline is actually leveraging these very effectively to grow sales end of the day. So it's the entire gamut of things that are there. Excellent. Thanks a lot. So what I hear him say is that broadly three top classifications that come to our mind, of course, all of us think of sports as the first live event, biggest possibly. Second is news, which is spoken live and what with elections coming, we'll focus a little bit towards the end of our panel. And of course, award shows that he spoke about that technically maybe sometimes deferred live. But interestingly, we have Vikram on our panel and it was so amazing and interesting to hear about some of the really different kind of events that do live events that they do on discovery. So let us hear the different kind of things that you all do and how does ROI work there and how difficult is it? Let's hear your view on the kind of events first to understand what you do. So largely discovery programming is focused around how we inspire, educate, entertain and inform viewers. Now, when it comes to factual entertainment, I think it's one space where live really comes alive. But we really believe in storytelling, which gives you high impact in an hour. So most of our content actually contrary to live is really packaged in an around where we shoot for two to three years and offer a consumer something which is for an hour. But having said that, we do some very interesting stuff in live, very few but very interesting. Let me actually give you an example of how we believe in inspiring human lives. We had this event which was covered live on discovery which aired across 200 countries. We had partnered with Nick, Nick Walidon, who's actually a skywire artist, right? He's a highwire this thing. He diligently on a daily basis practices back home in Florida when there is a storm, there is gutsy weather and he's doing a tight rope walk balancing himself without any safety devices. Now, this particular individual is so talented that he believes in pushing human limitations and giving endurance the next level. And we believe in actually partnering with these individuals and bringing them to the world. He wanted to set a new record at the Grand Canyon across the George. What he did interestingly is he said, let's set up live. Of course, there is a lot which happens pre-event here, right? Of course, to set it up live. And he walked for 23 minutes, set up a world record. No other human being had done it before. It was 1,500 feet high. And this is what was covered on discovery live across 200 countries and broke all records when it comes to ratings. So, yeah, we do a few of once but then we stick to our core over there. Yeah, because that's the first thing I thought when I saw his name on the panel and I said live events and Vikram, let me see what he has to say. And it was so interesting to hear what some of the live events that discovery does. So, anyway, having seen the gamut of what we are going to cover today on live events, let's straight on move on to the first big conversation point that anybody would want to have as a learning. Is that, is a GRP a GRP at all? Because television is all about buying GRPs and visibility. So, live events, most advertisers who believe in live events, sponsorships actually do not believe that a GRP is a GRP. So, let's hear, you know, Amit from Cisco to tell us, because they have been using a lot of sponsorships right from, I think they were the first to do laptop branding on news. And they've done a lot of sports sponsorships, team sponsorships, etc. So, do you have a way to measure ROI and obviously it's working for Cisco. That's why you're continuing taking up, you know, live event sponsorships. Please share some light on what is the ROI you see. See, I think when you talk about ROI, I think there are two ways to look at it.  Is it awareness or is it consideration? While that's on one side, the other side is my business objective, right? So, you know, what kind of internal objectives I have, what kind of market I'm looking at, you know, what kind of competition I have in that market, I think. So, whenever we have done a sponsorship, I think we have always been able to rake in incremental performances by minimum, say, 20 to 25 percent. I think that is what keeps us going right from, you know, your test series to your pro-kabadi leagues. And I think there is no ending to that. Excellent, yeah. So, obviously it's measurable, right? Anyone here else who measures it and has some experience on measurement of live events versus regular? So, we've been partnering IPL for some time and one of the measures that, so one of the metrics that we had kept for ourselves was about awareness and association on a specific set of parameters when it comes to the brand measures. And we were, apart from, of course, the GRPs, etc., a couple of things which are useful is recall measures that we do amongst people who have been exposed to the branding. Sure. And what is it that they are associating it with? So, that's kind of giving us some direction on the brand parameters. So, you see a clear difference in live events versus regular? Yes, it's clear. Great. What about your experience, Anupat? Sorry. See, I'll talk about a brand which is fairly new. 2M was just launched in April of 2017. We first started advertising in December of 2017 and IPL happened in April of 2018. So, you know, a brand always has this challenge because whenever you take a property like that, it is very expensive. But does it give you the returns that are required or that justifies that investment? So, I think what was important for us is to ensure, to get on to the IPL bandwagon and seek participation was, do we have really assets which can engage consumers in a relevant way? In the medium when the cricket match is on. And the asset for us was, of course, 2M is a healthier snack, bake not fried, 40% less fat. But we also had our brand endorsement, which is Virat Kohli. So, if you have the biggest property on cricket, then I think it makes sense because it's not about, are you the biggest investor on IPL? So, if you look at VoIPL, they would invest upwards of what? 300 crores. That's another strategy now you're being... The associates sponsor like Coca-Cola would invest 125 crores, but 2M invested 11 crores. Lovely. And we chose a property which was relevant in a way that whenever you're watching a match, you binge along. Yeah. You eat almost mindlessly without really being aware of what you're eating. And typically it happens to be a snack, a back snack. And when you actually end up watching the match, which is three hours or seven hours or eight hours, if it's a one day.  So, 2M as a brand actually takes the guilt out of snacking because it's a healthier alternative and we actually ask consumers to eat more. So, we said, okay, if there are 13 wickets falling in a match and you know, So, actually you can binge along through the match and I think that was the proposition we created. That was the communication we created. And we just took a follow wicket property. Every time a wicket fell, we said Eat lot, figure not. That was the 2M proposition back then. We changed it to fried not, figure not, making it more competitive. And that's where, whenever a wicket fell, that band popped up and it popped up 720 times during the IPL because 13 wickets, 14 wickets fell in a match. So, what it did was, we had a certain awareness that we had built before, but this just accelerated the awareness. You want to give us a sense of exactly that's the learning we're looking at. So, give us a sense and without disclosing actual numbers of what the awareness buildup was with your launch campaign initially and what did it really take it up to? I mean, in terms of percentage or some numbers so that we learn from the audience. So, we were measuring on the top 8 metros initially because it was a new brand, premium, 50% premium for the market. So, it was the right PG and the right geography that we were targeting. We had reached an awareness about 20-25% after 4 months of airing. From December till mid-April. Post the IPL 6 weeks, awareness in mainstream metros was 65%. Wow. That's a huge learning, right? That's what a brand can gain. So, I think that's, you know, and why did that happen? Typically, when you plan media, you plan for a frequency of 4. Absolutely. You'll have a reach objective of 50%, 60%, 70%. But here you are having an opportunity to have a frequency of 13 in a match of 3 hours. So, you can just imagine you have accelerated the whole reinforcement 3 times over in one match, which would have taken us 3 months. I think that has, because you know, post the IPL, we also continued advertising. But while the awareness has built, it hasn't built with that speed that we found the IPL. We've also seen that across a lot of our brands and that's what I wanted to, you know, get from you a little bit also on Cisco. Have you seen any numbers? Can you highlight some ROI numbers on one brand versus the other or one, you know, one category versus the other? Any learnings that you can give us? See, as far as Cisco is concerned, I think, you know, when you look at ROI, the important thing to look, you know, is also to figure out as to what kind of monies you are putting in, I think. And so we spoke a lot about IPL.  Yeah, it is the biggest now. But I think if you look at the next big player, I think it's the Prokabadi league. So I think it's also about as to, you know, how smartly you put in your box and say, fine, am I able to get the same airtime benefit or the same kind of visibility? Give us learnings. I want learnings on ROI. People want to know, right? You guys want to know, right? How much learning?  And, you know, we were very happy to see that, you know, while Prokabadi league was able to generate a lot of awareness for us, a lot of engagement also was generated because there were, you know, my audiences, which were, you know, who were ready to sort of go ahead and talk to the brand that, okay, fine, you are now moving beyond LED because, you know, I'm a pro LED guy. But if I'm giving you a new offering, I'm supposed to tell you this story before, you know, I compel you and say, okay, fine, go and use it. So it helped you launch your personal care range better. So I launched my brand with PKL. Okay. And did you measure the success? Well, I think in the first year, we were very much safe enough, I would say, within the margins, but second year we grew because, you know, we also participated in the second season and we almost grew by 15% in the second year, you know, after consuming PKL. Which is a hard core, hard metric, salesman. Yes, sales. Here you have one awareness number and a learning on sales. Okay. So interestingly in both these pieces, what I observe, what I'm observing is that the brand life cycle or the life stage is actually common, you know, he's talking about launching and he's also talking about a new-ish recent launch. And Nerulak here has been a brand which is like being around with us, but we'll hear from him and I'll ask you soon about, you know, how you, have you used it? But before we move on to that question, on ROI, since we haven't taken Vikram's view, on discovery being relatively low reach, numbers are low, relatively while you're, you know, such large events that you do globally must be obviously so much money involved. How much are you able to really sell it to, you know, sponsors? Is it tough?  What is your view? Because the same aspect of what we are debating, what is ROI? What is the GRP? In your case, there's hardly any GRP per se that we are talking about. It's very, very low versus cricket obviously. I'm not demeaning in any way, but slightly, you know, you do understand the reach being so low. How difficult is it to sell your events? So we don't sell GRPs. In fact, I would love to have a session with whoever can to, you know, give it to our organization because GRP is not a GRP strongly. Absolutely. We look at three things which are meaningful to the brand to associate with. And there are these three filters which we put in before. We decide to go ahead with any piece which could then become relevant for the consumer. And if it's relevant for the consumer, it's going to be relevant for the brand. We really don't look at the brand and plan anything. So the three things which we actually look at first is content. Is your content a killer piece of content? Is your content actually going to ensure that the consumer gets a feeling of FOMO, fear of moving out, right? If I don't watch this, I'm missing out something. I think that's the first filter. And of course, from a discovery lens, we ensure that we put our filters which is saying does it ensure that it is satisfying human curiosity? That's one. So content is very, very important for any ROI. The second piece is community. We don't chase large mass audiences. So in our country, cricket and Bollywood is a religion. Now, when you look at this, this is more closer to the general entertainment space where you get masses and then you have definitions, new definitions like JRP's, et cetera, coming up. We don't get there. We believe in super fans. Super fans are nothing but passionate communities. These are individuals who want to associate with a set of content pieces. And if you're going to produce that, they are going to stick to you and they're going to spread the word as well. They do the viral effect for us. So A, are you appealing to your passionate community? So the second C has to be satisfying that which is community. But do you see a Phillip in your ratings? I'll come to that. Because after all, we all measure that, right? Absolutely. So there is content. There has to be community appeal before you produce any content. And the third piece is credibility. So if you are not going to be a credible brand or a platform on that piece of content because with more power comes more responsibility, if you have these three right, our experience in the past is you have brands flocking over there to partner with you because you are producing content which people want to. Coming to your piece on ROI, we are quite different when we do live events. Let me narrate a piece. We believe in informing audiences as much as inspiring them. So recently, couple of months back, we had an event which was live into the blue hole. Yeah. Once we announced these promos, et cetera, a lot of people in the few panels earlier, I think a few guys mentioned saying the search quotient goes up. People start searching. Now, what is happening in live in the blue hole? It's basically 45 miles away from in Central America where there is a territory which is still unexplored by human mankind. Nobody's actually been there. It is known for its blue crystal waters. It has tons of sharks and great sea life. Nobody's been there. Now, there is ocean expedition happening over there where people are trying to find what are the mysteries over there and what happened thousands of years ago. We'll go and shoot that and put it live. That stays. If you want to actually say that you have human curiosity to be addressed, you're not just going to watch it live. People will watch it one year, two years, five years later. And that's how monetization and ROI works with killer content. So also, live repeated various times. You don't chase dollars live. If you make great content, you'll make enough money live. But did you get sponsors for the live? Absolutely. You did. So good. So you're saying that advertisers are... We've already got one narrow lag. Thank you for setting it up. Oh, lovely. Okay. So coming back to the whole piece that we were discussing on the stage of the brand, which is where we saw that Cisco saw some success on personal care launch. You saw huge success on 2M. Let's hear from Piyusha. Narrow lag has seen success, not necessarily launch, but kind of a relaunch of sorts. You refresh the brand in a way. Or if you have any learning that actually launch and relaunch is not the only time you can do associations, please share with us, because I think brand lifecycle clearly, we believe, new news does very well on live content. Yeah, the granddaddy on the stage. We are going to be 100 next year. Okay. Great. But no, not really launch, relaunch, but I would keep it in the realm of relevance. And every business, every brand needs to stay relevant. And by that logic, probably every day we are reinventing ourselves in some way or the other. One of the things which is a very important parameter to keep in mind, and before I get on to what we've done is the conviction to stay in. So I'm very glad when I hear Amit talk about the second year of PKL partnership and then suddenly the sales zooming. So that's something which you take hard from, that there's a conviction to stay in. And that goes beyond ZRP numbers. Coming to what we've been doing, so we have a couple of brand assets which we've kind of nurtured over the years. One of them as Vanita mentioned is our jingle. And last year we had, in fact, refreshed it where we converted it into a complete song and we went into regionals and we created multiple languages around this jingle. And so that kind of gave us an opportunity to integrate it into a lot of shows that were happening which are Deferred Life. Deferred Life, live award shows, yeah. A lot of concerts and award shows where the, you know, it's a lot about celebration, it's a lot about happiness and it kind of fits and gets woven into the entire narrative very spontaneously. And that is when we got our jingle to be sung by a lot of artists on the stage, a lot of anchor mentions, etc. Similarly, since we were partnering Cricket on pre-post live, which is basically the network Cricket Live property which we've been now building a couple of seasons.  So do you again, do you measure that lift? Is there a measurement behind that? It fits into what I mentioned earlier, the recalls that we were measuring. So it fits in there. So trauma does take up. That's right. And maybe some imagery scores or something like that. Imaginary and trauma both, mind measures . So bringing that learning here now, what I'm hearing him say is that even mature brands are using live event sponsorships, basis synergy, right? So synergy is important, context is important. So that brings me to a point that Anupam mentioned that they brought a synergy and they did it pretty early on in the live stage because usually a synergy and context comes later in the brand lifecycle stage. So why don't you just shed some light on how you see the importance of when it comes to the organization and how important is it to get the brand to be in the know at least in the initial stage? Like if you hadn't built that 20 awareness and you straight away went into IPL with that property, would it have worked as well? What is your view on that? I think going straight into a very property like IPL is a little hasty. I think you certainly need to establish the brand's basic proposition and consumer need to be aware of it. So the live event does it is of course there is a context of the live event, what the program is. Here it is sports, it's all about energy, fitness, winning, competitiveness and those are the things that if you want to espouse on your brand then possibly it's a good fit and depending on you know and doesn't matter really whether it is a cricket oriented, fall of wicket property which happens 13 times in a match, typically any live event doesn't really consider a brand logo placement as integration or endorsement or sponsorship. There has to be something contextually built around the program seamlessly. But don't you think like major brands who are known like Airtel today does a lot of you know fixed non-FCT stuff on cricket etc. Not everything is contextual. So that's where I'm talking about how the brand life cycle versus context is there a difference because I am hearing you all say that context is critical. Obviously context is excellent but all brands can't manage it sometimes. So how important is it without the context also? No I think it comes in the context actually gets derived from the PLC or the life cycle itself. A new brand seeking to you know achieve a certain metric, sales or recall or awareness would of course you know follow a certain brand guideline or let's say a brand charter that they would have created. Look at Rolex 40 years with Wimbledon. Absolutely I mean I am still not able to define the brand metric that they would have put its precision they launched those you know the technology when it was introduced in Wimbledon 2007 the ball tracking. Rolex was the one which brought it. Absolutely that's a brilliant example. So from perspective context is something which I believe always is the driver force. Okay. For a new or for an existing brand I mean it's immaterial. Actually just to build on that you know if you look at Rolex the same example it is about technology, precision premium association all of that Wimbledon brings and that's why such a long standing association. So bang on there. As is for like cricket for a health brand and I think that will remain eternally relevant as long as you have the resources to of course content and association can be taken to the next stage as you go year after year which we see in the example of Rolex as well they find newer and newer ways of reinforcing their proposition and getting that leadership edge. So I think that remains a job to be done for brands as you move from first year to second year but context is absolutely without context I think the investment is not leveraged well enough if the contextual fit is not there then maybe you will make the investment but the kind of response and the return of investment you will get will not be that large and that's why contextual integration is extremely important. Absolutely. So that's a big learning for all of us. So yes visibility spots are all okay but can we do something contextually. Vikram what is your say on discovery on such events when I asked you what kind of brands and you got Nerolac to partner. Do you think again more mature brands usually would come to I do understand of course the context of target audience that of course given but broadly would there be more mature brands coming to your event sponsors as sponsors.  So you know just taking on from the contextual spot which you know Piyushar Anumam kind of said I'm a strong believer for any brand perception is greater than performance right so GRP is not a GRP to the point and that's very important because in a country like ours where you know when you look at live events it's largely spots where cricket is maximum over there. What really happens in such scenarios is you have an array of brands kind of lining up over there and whatever we see today in live spots you know you've got jerseys where you know I think teams are bidding against each other. Yeah so and they increase every year and then the ground is flooded with lots of logos. So while contextual is important I think it's even more challenging and that opens up a world of new opportunities when you are fighting the only perception space. You will always say that there is something called share of voice if a jersey has got so many how do I create a surround around it because a logo on a jersey or anywhere else is not going to be enough it's going to be a blind spot for sure. And when you start looking at what we do in the perception space the share of voice has is a very different dimension whether it's events or it's any other content space that we are looking at. And when you look at live events specifically it's nothing but if I have to put it in in one line it's appointment viewing at its best because you've got the attention span of the individual over there you've put down everything and said okay I want to go and watch this and I want to watch it now and I don't want to watch an action weekly or probably the highlight as well. So that's going to be very very important saying okay here there is something else which is getting created over here so if you want share of voice and you want a more fit with the passionate community which is existing over there there is nothing else which is available when you want to do it and I think what's important is can you also then look at is there a possibility by the nature of the event or anything else can you pre and post package it in a great way that it stays stronger with the consumer. Bringing us to the next point of discussion that is you know how it is very important especially in sports which is the largest piece of live content just to put some facts on the table sports content is as high or as 80 to 90 percent content wise programming of live events and in terms of within that cricket is the largest pie which was earlier as high as 75 to 80 percent but today it's become lesser which is 60 percent or so this is some stats I took from a leading sports channel so that is where sports is what you were just highlighting that's so many elements today on sports and how can we really leverage each element differently and you know in conjunction how much experience do we have on our own brands or from other brands that you so rightly brought in as Rolex on the effective use of not just sponsorship on television but maybe combining say a team sponsorship or getting Virat like you said or whatever so Amit if you can shed some light on you know how you've used a conjunction of things you know and do you have any examples of what you've done for Cisco see I think right now we are at a very very nascent stage of you know coating a strong example as of now I guess because as I said it's too early to say that okay I've achieved this or I have not yet achieved this I think but most importantly as I said before also you know are we moving in the right direction because you know there are those choices right now that I have as an advertiser in the market right now right from IPL, ISL, PKL and so on and so forth but ultimately what is my business objective I think and if I'm not able to define that the right way then I think maybe I am like anybody else just chasing the visibility quotient and I think that's too you know easier thing to sort of go ahead and get in television because any which way is like a brand Cisco otherwise also right throughout the year so I think is that what you're chasing as a brand absolutely no I think so my point is I think that's clear from across all of you that context is important and it's not just about visibility Anupam why don't you share with us very interestingly you said to me when we were talking that you took up Pune as a test market and you know built a Pune team sponsorship you know that's so interesting because you know how does the venue of the match really lend itself to you know through a team sponsorship for your brand how was your experience I think it was when we were launching 2M we also had the Pune Super Giants franchise for 2 years the RPSG group owned the club so I think it was more about when you are launching of course Delhi is the most important or the biggest snacking market followed by Mumbai perhaps Gujarat is the biggest state but actually we chose Pune to launch and I think it was also you know the kind of emotional association that fans have with their respective clubs I think here because you also have a lot of association for IPL per se but there are still fans who would like to take sites right so you were available only in Pune when you test launched when we started the test market we started only with Pune that's so interesting right because we were all south and you know how much can a market be you know be linked and you took up a sponsorship of Pune which was on after all it was on national TV and you chose to do I think that's an excellent learning very very interesting market years who have been there long enough I mean Pune actually is a torture test test market torture test and you know spending having spent about 700 years in Unilever Pune is a difficult market the consumer is extremely evaluative and you know where it was at one point in time Kellogg's launched something they started to experiment in Pune so I think if you succeed in Pune there's a high chance you will succeed anywhere else I honestly didn't know that that's a learning for me for person and I think you know if you're actually doing a test market on a new brand in Pune of course you had the leverage of the team on your side and we had reasonable success which actually helped us gain confidence that yeah if it can work in Pune it can work anywhere else of course we went to Delhi next because that's the biggest snacking market but Pune was a good test case for us excellent you want to talk about something on Pune nothing no comments so now moving on I think sports we've covered pretty much I think we've heard some good learnings one is of course about ROI context, markets, different forms of sponsorships, timing brand life cycle stage a lot has been covered let me now quickly move on to news as a genre you know what our experience as panellists has been and what we think about because news I think everyone knows today what part of the screen really gets seen as news and what part is really not there so with that extreme clutter what is our view on news as a genre whoever would like to take it and particularly of course since you took laptop branding in those days was it as cluttered and versus now you could talk about that so fundamentally I think we have we are known for putting in a lot of money basically in the news genre and thanks to that activity that we did for almost I think four years or something like that I think the law of association has been like really fantastic between our category which is LED to brand which is Cisco to even Irfan Khan so I think that is something that we are really proud about but I was talking to somebody this week and the person was from a news broadcasting team no sorry he was from GC actually and he is like Amit you give a lot of money to news channels but you don't give me enough and more money right and maybe he was in that sense sort of complaining or sulking and then he said see I mean like there is a lot of entertainment out there because of GC and all so I heard him patiently I said so you are saying that in India politics slash news is not entertaining enough I mean like look at you know what we have seen from last four or five years you know Namo and Raga and everything in between and this guy was like you know for a minute sort of like literally quiet and he was like no I got your point I said yeah if it is about entertainment I am deriving entertainment from news as well you know so what's the big deal so I think yeah so laptop branding was one such small thing that we did otherwise but I think so I think we are in love with television fundamentally that I think a lot of us are you want to add yeah please if I can add to the news aspect I think news is also very cluttered yes absolutely I think it is news channels are already creating their own space own proposition own traction you know if you and I think everybody loves to take this example if you look at Republic TV or no I think it has just disrupted the whole lot of things now there is a certain style of journalism the certain style of reporting if you feel that your brand's proposition aligns to that style go ahead and do something create a unique property over there where every time there is a debate there is something which that whole debate is getting branded as and because I think news is also a high frequency medium it's kind of some of the main programs are appointment doing much like soap operas on TV you want to watch that 9 o'clock because you feel that there is something more than that particular program is giving you so you go there again and again and again and if you see a strongly branded property coming every day then that's the kind of frequency you get on a daily basis so it's a very strong reinforcement of your brand and your proposition almost on a daily basis again it lines to frequency and because the genre the style of communication on that news channel aligns with your brand or your brand's proposition I think it possibly gives you a much richer debate so we don't we haven't really done anything but we are working with a lot of news channels to see what can be curated brainstorming right now on context but you know the ideas that we are sharing with them we are getting an instant connect with the news channels also because they themselves want to do it because the kind of support we are going through our lending ambulance proposition in to be able to create a news based idea is having a lot of traction so you will see that in the next 2-3 months he is not going to talk about it now otherwise we will borrow his idea having heard that I have a view on news but I think it's hugely cluttered and I'd like to pick you know Piyush's brain on that and I think he may not like me too much on this but you know they took up weather branding for example now weather branding goes with paints yes it also goes with roofing it also goes with some other brands on weather I don't know I think a lot of brands have taken it even for that matter laptop branding actually this question is for both of you you know what happens in news is unlike an IPL which is one large big event so if you have a property you have and own that property but in news there are so many channels today so even if you partner with the highest maybe the top most channel or the second most channel or the top 3 channels together you have a huge risk because there are sponsors who do weather on other channels so how do you kind of stand for weather or how do you stand for laptop branding isn't that like a huge challenge and accept it if it is so I have a reason and I also have a justification but I'll probably stick to the statement I made earlier stay convinced and you know just stay in the idea is to and I actually agree with what you're saying and there is a specific reason why we have continued to build that and somewhere you know over the last couple of years we've tried to see wherever possible we've so we were very heavy on what is called as non FCT non FCT elements we were very heavy across channels and in fact my team members are here and they've been also you know we've had a lot of sparring on this one but somehow what we have done is we've kind of tried to channelize it and bring it in a certain direction of course weather branding falls there I remember in fact almost about 10 years back when it started and I remember Mahindra tractors they had taken up weather branding they went from here to there and so so yeah it worked then we hope it will work now I would not be able to share numbers but it's about being convinced and staying in I agree that the screen is cluttered so we've tried to stay away from the live from that context you know taza khabar or whatever there are options which are there those headlines and those that somehow seems to be a blind spot now for again from our context and are you bullish on elections as a live event coming up now? I would love to the only problem is to cricket the viewership gets divided when it comes to elections across news channels because that's not one channel it gets that's the piece that I would have brought up so that's a conundrum honestly and still we would still be continuing to try and derive some sort of metric in terms of how we work with it but yeah as a live property of course it is juicy enough from an Indian context and especially the time set even as an advertiser do we all remember you know top three brands on sponsors of elections we don't right because IPL we get names but I think elections we don't right at least I don't it's recency it's just too cluttered it's like every channel has a different name and that's a huge con that I see that I put on the table should we open the house for questions yeah oh my god okay yeah that's only one great just see the way it my name is Dharmendra Rai I'm marketing consultant to a few local companies as well as to a few fortune 500 companies I was just wondering isn't a live event for the purpose of branding and all this very very risky just two things that I thought of one is I would never see a film fair award or an Oscar award live because it's terribly boring just watching a person get up from a chair and walking itself is very boring and the second thing is suppose you have a celebrity and he comes late for example Nokia did something with Shah Rukh Khan he came late and people literally didn't have any questions for him he was ignored till the chief executive Nokia said do you want to talk to Shah Rukh Khan at all so the subject today is live event on TV to that extent I mean of course the risk is the same right you got a celebrity you got some important people you got an important event and that doesn't happen for some reason it can backfire very badly I think on television it gets covered usually on such things because we're talking on TV so even if there's somebody late in the event it won't show up so clearly on television when it comes up because we have a deferred life concept of awards if you're talking about award shows that's just a metaphor other things also can go wrong some machinery doesn't work or stuff of that so I'm just wondering sports is the largest live event we spoke about elections a second in these things there are not such pieces right so yeah I mean shows yes some things can go wrong but then you go with the partners who have the most experience and the lead partners usually manage these things well their small four parts may happen you may like to add because he does things at such grand scale and things can so which is what I was mentioning exactly you know credibility is very important so if there is any broadcaster who's planning to do anything live it's nowhere close to what happens in daily life of a broadcaster when it comes to production so you're absolutely right but there are there is a lot which goes before you do live and all these things are taken care of whether the celebrity is there and then like she mentioned Manita mentioned it's it's deferred life so you edit a lot of things and and you have to take care of a few things because you don't want to bore the consumer so if it's a if it's a four hour affair on ground you want to cut it and maybe it makes sense to put a three hour deferred life takes care of a lot of things there are very few events which actually goes straight up live mostly it's sports we are on time let's give them a big round of applause thank you gentlemen thank you Manita Keshwani