Alright, bro, just tell me we're getting a break from the emotions because the last two episodes obliterated me roll it But we're back with some more one-piece reactions today welcome back to the channel My name is Jack the Buster. I show we were still in Fishman Island here in one piece and the things are getting dire We're I think we've concluded this sort of backstory with the origin of the Sun Pirates and everything that happened with Queen And now all the straw hats have seen Hordy Jones Who v sees this obstacle that stands in front of them and it's time I hope to get going because as much as I loved this backstory and all the lore that we got with the founding of Fishman Island in general I'm ready for some action, baby. We're gonna hop right into it drop a fat like on this one and let's get started Man them stepping on Oda Hime's image now like means that much more how much she meant to them Or he's on the air Yeah, so the one that would kill the assassin of all the him. Yeah. Oh my gosh He would have even more like leverage in terms of convincing people Oh, yeah, we'll be destroyed. Okay Hem is the king. What about the emperor that that protects this island now the one that took over after white beard Do they care about what's going on? Do they even know? Strington decibel and he'll just make sure that nobody has any yeah friendly relation with humans But he fills them with people from okay I guess fishman man. It's like reversing everything Oda Hime built and Fisher tiger And it was for nothing he's using like everything she did against them, too Man I feel bad for everybody like all the fishmen every single one of them It's so back and forth in their minds like who do we trust anymore man? Of course, they would default to the following Hordi and then hating humans And he truly doesn't have hope. Yeah, I see why That doesn't mean destroying everything and restarting is the option or the answer.  It was a very complicated situation Three hours.  Oh Shoot He could do it now, but he likes to build tension He's equating this to Roger I mean, yeah, it's like a new age for the fishmen The great fishman era he's got big dreams. I'll give him that The letter from the social job wait Wait, what is he gonna rip it up? Oh my gosh, bro For a second.  Oh my gosh Doesn't matter if they step on it or not now. So even if they already stepped on it. They're on the list.   I mean it was up in brook 2 but Zoro even more so Do it do what? He's gonna give them a timer Where's Papagu? They're gonna raise the water and try on them He is putting a timer on it to draw in the straw hats.  I'm looking to lose these face, bro 400 million. It was it was lower. No 400 million is insane. That's higher than kids now We being kid. Who's the highest working now bitch? Though the timer starts now or D Jones is a master of keeping people engaged by setting this time limit It all goes down today. Oh My gosh, dude. I see the princess so differently now. I've done a whole backstory. I have a lot more respect for him Even if they aren't the strongest All right, I think we have this entire We're gonna have this entire sequence sort of laid out here I kind of like Zoro Usob and brook being sort of restrained for the first part of it because I mean Inevitably they do get to them, but what goes down there is up to the show to decide I feel like Horty still has a lot of his sleeve though aside from trying to assassinate Neptune in front of everybody Yeah, he wants to make it a big the whole thing. Mm-hmm. We're with an iron grip So the if anybody steps out of line in terms of trying to form a bond with humans, they're done Leader has a decent amount of influence Dang bro Yeah, brook is the one I'm most worried about I mean they can only hold their breath that's so long brook like it Doesn't matter if he's underwater. He's just obliterated It's surely they can find some way out of it Psychic power what kind of power spike is this you saw? Okay, I don't like the way this looks right now with his nose.  Oh my gosh. They actually think he's dead Yeah, you get to jump on them But instead he moved to troll them.   He just overplayed his hand. Oh, yeah Why was Zoro not get up right there? It's just three regular guys I'm Just so a slippery slope though that they're underwater Oh my god, I'm speaking of Robin bro. We never even got closer on what she found This is different finally how long ago a letter of apology from Roger Because then Roger leave all of them Joy boy Who the hell is that? Is that Roger? Is it a pin name? We cut away already? Why? Why did I wait seven episodes? Whatever man, whatever some information at least a letter of apology. Oh My god, bro. There's no way that they did went to his head So jump to 400 after yeah marine Ford. I'm honestly shocked didn't go to like 500 or 600 cuz Reborn was a big deal. It's not easily increasing after 300. Oh interesting.  Oh no, oh no I I just know that at some point during all this the sea kings are gonna come into play Wait, why do we have the way it's a the princess should stay safe. She doesn't have a grip on like whatever power she has yet True actually, there's nothing you do against sea kings that enormous so that she wouldn't miss out She's the key to it all Kind of have my stun lock You got a plan out maybe use her as bait That's what I'm saying. She doesn't even know how to use it. Maybe we figure it out See the music. Yeah, Lumi's ready.  This is so complicated.  Maybe the same one that power days. I like that. He's sorry to them Oh My god, we're gonna fight He's not captain kid. I'm so sorry. All right, so we got a fat bounty increase Why you got to see what Robin saw it was a pona glyph, but different from what we've seen before it was an apology From someone named joy boy again. I'm guessing that's like Roger's alias Maybe one we haven't seen like a nickname, but I don't know it's not it's not giving us much at all What is the message even apologizing for 549 we go we go on Hold me the submarine Nice back with his lies man classic. I actually forgot broken run on water. I feel like that has to come into play Because what a hundred percent faster Zoro's gonna lose his mind with these two He just wants quiet he wants peace and quiet.  We don't know about now. This is all troll What is this? Is it breath wait, it's his soul What You can expel himself into a dimple like gas.  Oh my gosh But he actually went through it trials and tribulations of a rock star Oh prayed And it came true Like I'll work fast How did it what I did that's it all the explanation we get soul Is he bleeding? There is no way oh My god you turn this gift into into profiting off of his horniness. Oh my god. All men are the same bro And Sanji would be jealous. Oh Yeah, back to the prize fight. I don't know power levels here. Jim bait claps Luffy No, I don't know Luffy's power spike like crazy over the course of the time skip Maybe pre-time skip when Luffy's got hockey now Oh, he doesn't want to fight. I mean just wants to circumvent them I but I'm glad we got the whole backstory because I get now why he says Luffy He can't be the one to do it. It makes sense. It's not like a pride thing He's looking out for though the future of the island, but Luffy on the other hand is looking out for his crew He doesn't want to have to just leave it up to Jim bait to stop Hordia alone and save his crew Manipulating the water. I thought that was hockey. Oh speak she uses what Oh Every living things made of water. Okay, finally we get an explanation without how his karate works This is the water inside you my god But Luffy can hit back. Oh No, man Luffy's power spike to Jim bait has age and experience too. Absolutely not. I don't think he wants to use all that Who's walking? Oh Robin. Oh my gosh. What's he talking about what you saw? For you oh No, no Sanji.   I love Robin Just the sound of her voice. It's something else the treasure Meanwhile The princess gonna fight. Oh Wow, they're actually kind of taking them down. Yeah, but the Hordi give them any pills the pills make all the difference in All of this has a made a Hordi able to even take on Zoro in water Yep, you're no better if you kill them.  Oh my god. Wait, he clapped him. Oh my goodness I had a boy for the bossy. Oh my goodness. I love the prince I mean, I figure the princes are strong, but they're also fighting for everything Oda Hime is built And we know what's behind that now just like seeing this this sort of brick wall Luffy and Jim bear at What he already got beat easy peasy I mean, this is only one faction of the new fishman pirates though John Cordo Hiroba's They should rally with Jim bae Cheryl host is the key to all of this though showing the island that she can protect them with what her power is and not it being up to Luffy and them. I like it He's not planning on winning their hearts, bro The cut That was from Zoro. Oh, mate, that's foreshadowing though. He's still he's still hurting from that Oh, man, he's gonna OD at some point. I guarantee it What is an OD on these look like? What kind of monster does he turn into? Of course, it's not just down like 20 The ray of hope so what is we're gonna do in this form? How can he help? Is he can he even like physically move things? Yeah, where's Papagu? Oh, he gets help from him. Yes One sword is enough. Yeah, I'm sure bring him a sword not Papagu Can brood carry something. Oh, no, he gets Papagu to carry it I think because there's no way he can like hold things in this form. It's Papagu The hero of the arc future hero of the arc. I guarantee it. I'm a betting man But he's so out of the loop.  Well, leave him alone. It's just a little fish Little far fish This is Brooks final form.  So of course you can't think about it. I think it Yeah, it's a very interesting scenario. I kind of like it They can't just go in there with brute force and obliterate 40 It has to be a fish man that does it that stands up against them and it has to be Jim Bay He's the only one strong enough. I think or she or Hoshi or Jim made sure Hoshi are the keys sure Hoshi Just doesn't have her powers under control yet Even if they're not behind Hordy still seeing that changes things God dang it all comes together Yep true what else are they supposed to do just watch him take over it's a slippery slope That already feels like quite a while ago He cares a lot about Jim Bay I love when Saaji gets serious man Helped up when his backwards against the wall is an understatement man Jim Bay was him Jim Bay is him Trying to repay the favor to Jim Bay There's some middle ground where they can both fight together. I don't know it's hard to explain it to the people They just see a human fighting a fish man It's like he it's like he wins me over and then just throws all our progress out the window I Know Nami. I know me too.   Oh My god What Saaji said meant nothing There is a solution Okay, so I think I said at the beginning of these two of my guy. Let's get into it We got to get there and fight Hordy But Jim Bay makes it very very very good point and so does Luffy there has to be some compromise And I'm guessing Nami is gonna be the one with it or she or Hoshi But we both have to go there. It's not one or the other Luffy needs to fight just to save his crew Jim may needs to fight for the island. Oh, how can you portray that to the whole island? How can you show them that Luffy isn't fighting him just because he's a fish man? He's fighting him because he's trying to take away the freedoms of the fish people to choose who they want to follow and what they Want to believe in how do you show that? It's such a complicated socio-economic scenario and I love that we found ourselves deep in the middle of it It's not just good versus evil. It's so much more than that. That's why one piece is just oh my god, dude One piece is different bro. It is just different. So I don't know we got to find some middle ground somewhere Shira Hoshi is easily the key to it all She's the one that holds the complete and utter power over Hordy Jones by being able to control the sea kings That changes everything and she's gonna need to figure that out fast It's a good thing Luffy started getting her out of her shell whatever he did because she needs to kind of get it together Bro, I'm not gonna lie. That's been it for my reaction today I hope you did enjoy make sure you are subscribed to the channel check below if you aren't because you're not gonna want to miss anything else We're only like halfway through the show at this point and it's probably only getting longer as we speak But that's been it for me. I hope you guys have a fantastic rest of your day, and I'll catch you next time. Peace


Hi, I'm Catherine Jamurn. I'm here at my Dodge coming in for my $10 oil change. $10 oil change. Awesome. The people are awesome here. Great service. I love it. I couldn't ask for money. Thanks guys. Have a great day.


What you believe in should be based on what you can observe, not what you think would be the best for the world. Okay, but you can't observe atheism. Well, you can observe the lack of evidence of there being a God. Actually, we are constantly putting our faith in things that we cannot observe. We can't observe love. It's not a material object, but you know it exists. Logic is not material. You can't observe it, and yet we hold people to certain standards of reason. We call them out when they contradict themselves. There are many things in this world that we cannot observe, and yet we hold to their existence. It's actually only through God that we can account for immaterial things, like love and like logic, because he is truth. Here's the thing, something can't come from nothing. The mere fact that you're watching this video right now testifies to God's existence. The truth is that we know God exists, but we don't want to be accountable to him. Today, humble yourself before him and trust him as a Lord.


Black workers are less likely to be employed at every level of education and when they're employed, they're often employed in jobs that don't even utilize their full skill set, that is, they're you know, underemployed. And that's particularly the case for black women workers. And we can dig into that research literature and really see those studies showing that when the identical resumes are sent out with the only difference is being either a black or white coded name on that resume, the white resumes receive more callbacks. And in some cases, white coded resumes receive more callbacks than black ones, even when those white ones have a criminal record associated with them. So that so understanding holding those facts in your mind makes it exceedingly difficult to individualize black labor market outcomes. And you can do similar sorts of investigations with the segregation of black workers into jobs without the same sorts of benefits and flexibility that white workers have access to, or you know, even the wealth position of black workers, white households. And so we got to understand that our economy is structured the way that it is because of a series of political economic decisions made across its history, right. So conscious rules that were made and unmade and opportunities extinct to certain groups kept from others, injustices allowed to persist without recourse or any redress given to the victims with those injustices, right. We only see, you know, that American mindset only allows us to see the economy as the outcome of individual actors making individual decisions, because when we aren't taught our history, and we aren't taught the ways of the economy as it exists, benefits certain groups of the expense of others, or worse, in the case of lots of economics education, I'm somewhat ashamed to say, you know, we're taught in ways that preclude our understanding of the economy as in anything but individualistic terms. And so what's the overarching point here? That we have to change, if we can change the frameworks that we use to process information by one learning our history, and rejecting this idea that the advantages and disadvantages faced by groups, you know, particularly white and black Americans, this come down to decisions made by individuals in those groups, we can start to ask different questions about the disparities we see, right. Questions like one, who benefits when black and white workers are segregated into occupations with differing pay benefits and promotional ladders, right. What would happen if workers didn't, you know, in practice fear they're going to lose their job if they raise discrimination complaints against their employers. You know, how will the economy look different if the government guaranteed a job to everybody who saw one, right. Who would gain in those situations, who would lose. If you ask those different questions, you start to get, that's the only way you get different answers that can change some of these long term trends. So ultimately what we have to do, we got to get rid of this idea, disabuse ourselves, this idea that the way to fix racial disparities in this country is by fixing black people, right. It's not necessarily, we don't have to train them more, get them more college, teach them financial literacy, improve their health behaviors. And it's not that those things aren't beneficial or can't be beneficial at an individual level or even good for their own sake.  You know, black people are, they're just people, right, who have been made to endure this history of injustice across generations that if that were experienced by any other group, it will leave those groups in the same state that black Americans are in now. So the solutions, we have to focus on stopping those injustices where they exist today, redressing the harm caused by the past and then rebuilding the institutions with the knowledge that can prevent that stuff from happening, you know, as we're moving into the future.


So, hi everyone, good afternoon. Clearly the paper in my hand states that I'm the moderator for this session. I'm really excited to be hosting such a diverse panel. We have only nine of us, that's half the audience on the podium today. But I think the topic that we're discussing is something which is very, very relevant. It plays a very key role in ensuring that your businesses have flourished and they deliver success in the ever-changing times. We're going to be discussing about adoption of agile marketing. They need for a mindset shift. And before I start the discussion, I want to understand, how many of us in this room today remember what the Zuzu ad was, or the Jagore ad, or which brand it belonged to? Anyone? Vodafone, correct. So I think what's brilliant is even after so many years, these ads stayed relevant to us. And who knew back then, we did not label it as agile marketing. But according to me, it's a fantastic example of agile marketing, simply because it speaks about reaching out to the right audiences at the right time. If we talk about the Jagore ad campaign, it was during the election season. Zuzu hit the chord with cricket. And they created a differentiator by striking a chord with emotions with their end users, right? To me, this is what agile marketing is all about. So keeping this in mind and the ever-changing landscape, I'll move and I'll start the session by asking each of y'all, what, according to you, does agile marketing stand for? And more importantly, how is it different from traditional marketing? Maybe you want to start? So I think the biggest challenge is not only the mindset, right? The thing is that most brands know what the customer does with them in terms of transactions. But there are no platforms that give you real time insights of what the consumer is thinking. So let's say one of our things in the platform was that we identify trends. AI tells you why it's tending and how you can link your brand to it. But the thing is that most people know that transactions, but they don't know what cuisine they prefer or what they like, why not beer? They like comedy as a genre, action as a genre. So if somebody could create something which is real time, that helps as a base for all kind of decisions you take on media buying or creative strategy or content creation and selection. So I think the biggest challenge is data on a real time basis to take these decisions. If we can solve that problem, then agile marketing can be better. Isha, you want to take it? I'll take in the cue from the real time piece that you talked about. And for me, when we do agile marketing, it's all about responsive marketing. Yes, real time, yes, very nimble. But more importantly, I feel it requires a mindset shift. Agile marketing I also feel is almost like an organizational structural change where you have to completely pivot yourself from the traditional cues to the modern cues. It's so much about consumer interactions and what they think over your documents and plans because you're re-gearing, you're re-shifting. It's also so much about acting on the change and sticking to a plan and details. So for me, agile marketing is so pivotal, which requires so much of buying across the organization, otherwise it's a failure, right? So that's for me on agile. So I'm a bit old school, okay? I think the role of marketing for me is to be able to add value to the consumers and customers that we work for, period, agile or not agile. I think for me, what agile really does is to be able to answer and be relatable and addressable to those needs quickly and faster. Also because the consumer needs are changing and evolving more and more with digital and more information. It also for me as Castrol, for example, means when COVID strikes and nobody's taking their bike and car out, how does an engine oil brand still remain relevant and I'll probably talk about it later. So that's really for me agile, customer consumer centricity at a much faster speed than what it used to be traditionally. So it's safe to say our consumer mindset first, then the platform or the channel? Yes, consumer first at everything we do. Nikhil. I think e-commerce brands and the young age D2C brands are built on the principles of agile. So I'll just quote an example specifically to our category. So lingerie used to be sold in stores by retailers and they used to stock in two or three sizes or fits. So it used to be more of a push model than a pull model. So we, to solve that problem and to address that issue, we started production in small back sizes of say 500, 600 units and catering to various sizes, fits, colors, and varieties. Then based on the customer feedback, the iterative product process took place and then we refined our product category. So the premise of our business has been agility and that's how we have, we are functional. Sapna, what do you? You know, we are storytellers, so I'm going to start with a small story. When I started my career some 20 years back, I came from an events background and I shifted to marketing.  So I asked her, I said, what do I do? She said, go figure. That was traditional marketing where I started figuring what to do. And agile marketing is where I'm still figuring. Yeah, because as agile marketer, I need to keep figuring what my consumer wants, where he is, and chase him, speak to him wherever, whatever he wants, and still be connected to him. So yes, for me, agile marketing is keep figuring, keep experimenting, keep being in touch with your consumer wherever he is. That's such a lovely story. I think keep figuring, keep learning is something all of us should do. But for me, the difference between agile and traditional marketing is speed. I mean, all marketers keep consumers, customers at the center of what we do. But agile marketing to me is about listening to what the consumer says and giving your brand story in the way that they want to hear it. Not the way that you want to say it. And I think to Isha's point, it requires enormous empowerment. It requires organizational buy-in. Because if 10 people have to sign off on an ad brief, you're not being agile. Let's be clear about it. So I'll talk a little more about how at Mastercard we try and do this. But to me, it's about listening to the consumer and giving them what they want to hear. Hello, everybody. It's lovely to be in Mumbai. I'm Vanda. I work at Vowskin Science. And I come from Bangalore, which is the startup capital. And I think there's nothing better than a startup which embodies agility. We don't have the luxury of time. And I really love what Sapan said. Because that's what I live on a daily basis. I go figure. I've cut my teeth in legacy FMCG. And there we had the benefit of business cycles, right? Two, three decades where you learned over time. In a startup, you're figuring out your business model. Consumers are changing. Time is changing. Product is changing. In that heady mix, what do you do? And how do you get revenue is very, very important. And I think, yes, Mansi, time is the essence, the quickness of speed. And over the course, I'll give a couple of examples of how do we do and how do we grow. But I think speed is very, very important. And measurement is key. Consumers are changing. And therefore, if you have metrics in place before you start a campaign or you have a launch, and in real time, you can make changes to be able to drive that revenue, I think, then you're home. So it's all about time. It's all about measurement and understanding your consumer. Yeah, thanks. I have a slightly different take on agile marketing. Just back, I read a book which was called Fail Forward, Fail Fast, and to me, agile marketing is about failing forward and failing fast. Can you keep on creating constantly new POCs, trying it out? Does it work for my business? Does it work for my brand? If it works, institutionalize it. If it doesn't work, throw it away and move on to the next thing. To me, that is really what is agile marketing. Thank you. And I think what I take from this is that customer's key, you got to be open to change, rigid does not work fast pace, and I think most importantly, we all need to be okay with failure, keep trying, keep evolving, and measurement is very, very crucial, and if you do that, each and every stage. I think taking cue from this, my next question would be, today with multiple advertising platforms, channels, formats, it can become a challenge to adapt quickly while you want to ensure that you're staying relevant to your consumers, right? So how is having an agile marketing strategy help your respective brands overcome this challenge? I'll start with you, Mansi, from a BFSI perspective, A, do you see this challenge, and if yes, what's the strategy that Mastercard has adopted to overcome this? Sure, thanks for that, and I'd like to see one marketer who doesn't have this challenge. We are living in an incredibly cluttered world, but I think the key, and I'll just sort of take a minute to speak about Mastercard.  We want it to be seamless, we want it to be safe, and we want it to be efficient. Actually, the success in this is not to think about payments, because if you have to call up your bank or call up somebody, then it actually means we haven't done our job. However, the trick here also is to find out what our consumers really interested in, and we are a multinational organization, US headquartered. But I think the great thing about this company is they've listened to people like me to say, here's what works in India. And to the point that I made earlier about understanding consumers and integrating your brand into what they want, we've adopted a very India-centric festival-first strategy. So as a simple example, Rakshabandhan, all of us know it. It's a season of gifting. How do we tie up with an e-commerce player on Mastercard to bring brothers and sisters together? That's telling the brand story at a moment where people are thinking about a sibling relationship. So to your question, I think it's about first getting that consumer's insight, acting on it. Yes, you will get it wrong at times, and that's where Harish, to your point, the organization has to be willing to encourage innovation and get that none of us are Superman or Superwoman, and therefore, mistakes will be made. But then it's about getting the real insight. And once you get it, then tell it in an evocative way. Now, I know this seems a bit like motherhood, but I think that's really what it is. The insight is crucial. If you can find that differentiator, then you are absolutely fomentary. Yeah, and I think that's something that can be adopted across verticals. It doesn't limit it to just BFSI. Absolutely. Perfect, perfect. Thank you, Mansi. Would be interesting to know, Sapan, how would this play for a very different verticalized yaw, which is primarily mass entertainment? How do you see this challenge, and how do yaw strategize on overcoming this? So you know what? Television marketing has seen a paradigm shift from when I started back 20 years to now.  And we cater to across categories of audiences, right? So it's not that I have a specific TG, yeah? We are TG fans from the grass root level who lives in the heartland, to a niche person who's sitting, say, in a Hyderabad or a Bangalore or a Mumbai, right? And similarly, when our audience set is so vast, our marketing has to pan across to all those people, right? So we say that, I like to say that while we are a mass general entertainment brand, but we actually look at our consumer in a very pyramid format. So right from starting from the grass root level to the masses, to reaching out to that niche audience, we cater to all of them. And believe you me, we have to be agile enough to understand what the language the consumer wants to talk to us to. Because the way I will talk to a woman of 45 years of age sitting, say, in an Anabad will be very different from the way I will speak to somebody who is sitting in a metro and is very educated. So one will have to evaluate and see what one reaches out with, right? And the beauty about us is that I say that I come from a land of snake charmers, literally, right? Colors as Nagins and Pisachines of the world. Yeah, but the tune that we need to play to make them sway is not our tune. We have to play the tune that the consumer wants to listen to, yeah? And that tune could be very different for everybody. And I will right now put something very straightforward here that while we talk of agile marketing, a lot of people mistake it as digital marketing. Yeah, agile marketing is not digital marketing. Agile marketing is reaching to your consumer wherever he is. So, chahe meh mehle meh jaun, ya meh meta meh jaun. So, mehla to meta, that is the journey that I'm talking about. I advertise a lot in Nachandi Melas where people come with their families. I'm engaging with them on a ground level. And at the same time, I have created a metaverse for one of my shows, Dance Devane Juniors. Where I have created digital of stars of audiences, made them interact with our star cast and stuff. That's the diversity and that's the agility of agile marketing. Another thing is that as brands, we need loyalists. And how do we make loyalists is when we engage with the consumer on a very regular basis. How do you do that? You build communities. Now, building communities is also agile marketing. One way of building a community is where I have created a colors Golden Petal Club where I have created a loyalty program and I'm engaging with the woman on ground. The other way to build community is social media. Where I'm engaging with the consumer on a day to day basis. And today, I'll be very proud to say that we have somewhere over 80 million audiences who are in touch with us on our social media platforms. So that's another way of agile marketing where you are adjusting yourself to the needs of the consumer. Whether it is on ground, whether it is online, whether it is physical or digital, merging yourself into a very digital world is what agile marketing for me is. Back then when I started, there used to be influencers in small towns.  Today, the meaning of influencers has changed. And how you interact with the consumer has become very different. Earlier, there used to be one big Bollywood star who was an influencer and people used to listen to him. Today, they are micro influencers. How do you engage with these micro influencers who are sitting amongst your audiences, amongst your consumers? And how do you make them speak your language? On that vertical, we built something known as social squad. We built our own community of influencers. We reached out to people across cities, got them on board. We make them interact with our stars. We take them on a set of our shows. And you know, they talk about us. Rather than us storm-tomming about our products, we've got these loyalists who now talk about our products and they engage with the consumer on a daily level. You know, earlier we used to do one, two, three campaigns in a month or maybe in a year or so. Today, our campaigns happen every day. Every day through different mediums, we are actually engaging with the consumer and back to agile marketing. Whether it is catching on a viral trend or you know, it is inviting a person, say earlier we used to do door knocks, right? Yeah, we used to do leaflet distribution in audiences' houses. Today, we are creating augmented reality to invite people. We created an augmented reality video with Ranveer saying where he was personally inviting you. So he, you had a video where it said, hey Mansi, I'm coming on TV tonight. Will you come and watch the show with me? I have created personalized invites. We have created anamorphic videos where, you know, the digital of ours of our artists have interacted with audiences. But that's what to me is agile marketing and we continue to do so. And like I said that what we need to do is we need to keep on unlearning every day and learn newer and newer things. And be connected with the consumer at every given point in time. So like I said that, you know, for me as a mass brand, I am reaching to Dadi, Chachi, Kaki, Nani, the two bubbly, all of them, right? But do I speak the same language to them? Do I, you know, only reach them through TV, which is the mass media reach medium? No, I will talk to you in a mailer and I will also talk to you in a digital avatar. I will talk to you through my stars and I will talk to you through micro influencers. That to me is agile marketing and I think that's the job of every market here to continuously engage with your audiences and be with them in every step of the journey. Awesome. And I think what that's quite the point that you said that for a mass entertainment brand, right from male us to augmented reality, right? You can't be picky and choosy about your platforms or the channels. But you have to focus more on your audiences and wherever they are, strike a chord with them. And if I may add a line to this, I think what's also important is wherever you're reaching out to your audiences, you have to ensure that you're measuring it constantly. What is it and how much of it is benefiting you? What's the quality of that particular space where you're reaching out to your audiences as well? Because you're going to be parking your revenues on it. I would just like to add something here. Sure. Since you've been talking about measurement, a lot of mediums that we actually deploy are not measurable. But does that mean that we stop engaging across those mediums today? Measurement of digital, it's questionable, right? The only measurable medium that you can have today is TV. Yeah, but that doesn't mean that you will only go through TV. You will have to expand the scope of your interactions. So for me, it's not about measurements so much, but it is about quality interaction with the consumer. I need to reach out to him, speak to him. Whether I can measure that eventually, it will end up giving me results. Maybe today it's not measurable, but at some point in time it will yield results. So the measurement is to me a little bit of a question mark here. Yeah, it depends again, like you said, right? Where you can, you shouldn't, where not, you don't limit your scope to it. Perfect, so I think very recently we also ran a four fundamental shift report at our company. And we realized that there has been a huge shift in the bi-pattern for shoppers in the pre-pandemic and the post-pandemic era. Of course, we all have been not just witnesses, but also victims for this increase in shift in the shopping. And an interesting number would be that actually it's highest among Indians at a whopping 74%. So what I want to understand is, Nikhil, maybe we get a scope on this from Claudia's standpoint.  I want to understand if you've seen the shift in the consumer buying pattern for your vertical. And if yes, or suddenly with this pandemic era, how did you prepare yourselves in terms of agility to ensure that your teams are well prepared for this? So I think I would like to break this into during pandemic and post-pandemic. And during pandemic, all categories shifted to online. And we saw consumers buying rampantly online because one, it was the need of the second more and more categories were available online. For Claudia, we saw exponential growth in loungewear and active wear. So because people were at home and people were trying to get healthier and also fitness was a way of life, people adopted active wear sales zoomed up. But on the contrary, the bra sales fell flat. So we saw a huge dip in the sales of bras. So accordingly, we had to adjust our working capital, deploy our production accordingly, deploy our marketing budgets from one category to the other, as per the requirement of the business. While I say this, post-pandemic also, in 2021, we saw that search of shoppers coming online. But in 2022, that search has now plateaued. So people are back to the offline stores. And maybe I think it's the pent up demand or something, but I was just going to a few days back that 93% of India is still shopping offline. So while we have always been online digital first brand, we are ramping up our offline presence now. So right now we are at 65 exclusive outlets across the country. But in the next 12 months, we want to go to 300 touch points across the country. Now here also, we are leveraging our knowledge of 140 million user data points. And how we are leveraging it, for example, I have three point of sales. They can be SIS, EBOs, within a radius of five kilometers. But I understand very well that a person in this locality is demanding a certain category of products, certain styles, certain color of products. So those three stores within a radius of five kilometers will also have different products stocked in their stores. So this is how we are leveraging data to be agile and also keep our offline presence as buy-in as our online presence. That's quite interesting. Vanda, what's your take on this? At Bow Skin Science, we are always an idea of first company. I think what we did prior to the pandemic actually kept in good stead to extract the maximum. So our agility comes from identifying trends. So what we do is we always keep an eye on search volumes. What are the ingredients which are coming up? Is it argon, is it under eye rollers, is it onion and black seed oil? So our entire range, right? Innovation is fueled with interesting formulations in great looking packaging, smelling wonderful, and they are fantabulous formulations. So we have the entire innovation funnel set up. What happened during the pandemic was that people couldn't shop. And over 80% of our sales anyways come from online channels. So what we did during this time was we really cranked up our entire marketing engine. We go to nearly 4,000 influencers on a monthly basis. So what do these guys do? Because ours are new interesting ingredients. They actually tell consumers how to use it, textures, usage, results, et cetera. And this we can directly check on how our traffic comes to our channels. So we cranked that up, we saw an increased interest, we kept on fueling our campaigns. And then we saw huge uptake of all these interesting formulations. And I think during the pandemic people were at home, they were willing to experiment. So that's the time we actually got into households. What happened post the pandemic is because sampling happened. People tried new ingredients and we are really confident about our formulations. Consumers loved it. Our intentions were all time high and people actually kept on buying it again and again. So post pandemic also we have seen our curves have not flattened and it has actually grown. And we continue fueling this in real time to be able to grow. So I think a little bit about our innovation funnel also of how we are agile is having worked in companies which take a year if not more for innovating a product where you get your entire mix, right? In a startup we are so agile, right? We have an idea, we know the formulation and we don't wait to tick all the boxes. We launch MVP products, we isolate a geography, we isolate a channel. We launch it and we see how the mix is faring there. We devote our monies onto concentrated efforts. When we see the mix working, right, we have increased confidence and then we scale it to a wider geography and we introduce new channels. So this also helps us to experiment and also tweak the mix along the way. So I think this agility including the tailwinds of the pandemic also has really helped us to go to increased our households by around 5x. Both also has come and I think it's been a good time. Great. I think 5x is a remarkable number in such a short span and correct me if I heard it right. You said 4,000 influencers in a month. Wow, that's quite an example of agile marketing. Yes it is. I mean to say, so we do it across different categories, CATA, BEC and the beauty is we can actually track it and because we sell on marketplaces, right, there is a mechanism to see how traffic comes, how your GVs increase, we track CTRs and ROAS very, very closely. Being a startup, right, everything comes in real time unlike I was actually speaking to Aisha and also UJIT about how data comes in for you to take corrective action. If you're selling in brick and mortar stores, it's a lead time of at least three months before the data comes in and you can take corrective action, but for us it's far more real time. So I think that's the beauty of how we actually operate. Correct. That makes a lot of sense. So I think so far we all agree that digital is becoming an increasingly important channel across all verticals. I think let's address the elephant in the room and I'm going to look at Vivek to help us answer this question, the post cookie world. I think the post cookie era is definitely fast approaching and it's making it hard for brands to deliver and to also measure their data, which ultimately has an effect on the ads, right? So I know that your company, ProfitVille, was built exactly for this reason. So can you help us understand how are you all helping brands overcome this? For someone like a D2C brand like a Clovia, how can you all help them prepare better for a cookie less future? So this will give you context, right? Most of advertising is to always focus on sort of collecting data on a 1P basis. So you're going to enrich your CDP with one-to-one data. All the activation platforms, the advertising platforms took that away, right? So you cannot target one-to-one anymore, right? GDPRCC prevents it and then cookies getting deprecated has suddenly created this void because now you don't know how you're going to understand your consumers. So when we started the company, we were very clear, we'll work with the genome of the best customers of the brands because that's what they know, right? So let's say if you would say, Nikhil knows who the best customers are, how many times will they transact, which times, like, what are the markets they come from, the returning products or not, all this information is there, right? So if you could actually just take these cohorts and segments and upload it on a platform like ours, right? So you can get the psychographics of that customers within seconds. So you'll know that these are your high value, this is the psychographic, these are your low value, this is the psychographic, these are people who return products, these are people who buy five times in a month, these are people who buy this kind of active wear, this kind of lingerie. So very quickly, you understand the audience. So you understand people who buy lingerie, you understand your high value audiences, and this then actually helps you in a lot of decision-making on a day-to-day basis, right? First of all, because it's on a cohort or a segment basis, you can activate against it, right? You can get, okay, you want to build a community, this is the psychographic, this is the kind of content you should create for the community. You want to choose an influencer, right? So I'll give you an example, I think this would be amazing, Vanda, that just imagine you have high value customers, you have an influencer, you take a psychographic of your high value customers, you take a psychographic of your influencer's audiences, and what if you could identify the overlap? So now what happens is, maybe your influencer has a million followers when they post something, right? My daughter's an influencer, you have 1% organic reach. That means only 10,000 people will see that post. But you have, let's say, 50,000 people who are overlapping. What if you could actually boost the influencer's post, only targeting the 50,000? So not only you reach 5x, but these are people who are similar to your high value audiences. So influencers are going to love you because you're adding more followers to her, but over a period of time, the influencer will become more and more effective for you, because you're adding the followers that you would like to add to her, but they are your high value customers. So I just believe that this has been a tailwind for us, both cookies and that, but I think the key is that intelligence platform should be used for things that we have not been able to guess for the platform. It should be used for market research. It should be used for understanding consumers to even make changes in the product, right? So if, let's say, I can give you a psychographic to Victoria's Secret and Clovia, and if Victoria's Secret has a lot of affinity in a certain market, maybe the kind of products that you have that compete with them head to head, those should be launched in those markets. So just imagine, right? You can do this for every single competition. Like we have a trending tool, where we do is that every day we tell you trends on TikTok, Snap, Google, and YouTube. Then AI helps you say, why is it trending? Can you link your brand to it? If yes, it also creates the creative. So a creative engine takes the psychographics of your best customers, puts it into a multimodal AI model of ChaGPT, Kohair, Bard, comes back, compares an AI, creates the creative construct for you. So what brief you should give to the agency as well as the creative? So see our purpose is, brand should give it to all the ecosystem partners. So when the brand license the platform, they should give it to the creative agency, give it to the media agency, give it to the marketing agency, give it to the consulting company, give it to the teams. So and because our reports you can give comments, so everybody can come and collaborate, right? So the purpose is, there should be one North Star that North Star is our most popular customers. And for that North Star, all the teams should work instead of silos collaboratively together to acquire and retain the most profitable customers we have. Because the bottom line of our company's profit wheel is that 20% of our customers give us most of our profits. But we don't know what they look like because that aligning different departments, the companies and our ecosystem partners towards that one direction become extremely difficult. So that's the problem we are trying to simplify. Completely agree with you and I think the future holds the reality that brands and marketers will have to move away from cookie targeting. And they will have to start relying more on their persistent identifiers. I think that's where I see things going. And incidentally at double verify we've always had our solutions that never dependent on cookie targeting. It was more audience targeted and segments is understanding their behavior. Isha, your point of view I think because it will be a great learning for us to know. At NEPA, how do you guys ensure adopting agile mindset will be able to help your brands drive growth through the learning that you'll have on data? I'll weigh in on a couple of terms that were thrown from the panel. We are talking about cookie less. And I think the cookie less world has as much posed a confusing situation for measurement. But also I think it's a great opportunity. For us, if I double click on NEPA, we offer consumer research for agile, brave marketers. That's what we say. But what is it doing? It's actually a great opportunity for us to have a shape shift sort of form for market research at this point. Because every time we're getting a RFQ or a brief, it's followed by cheaper, faster, better wins, right? So what is cookie less world really offering us is a lot of sometimes budget less, resource less. So you're doing more with less. So when we are giving advisory to a lot of our brands, it's coming in, what can I do now? What can I do with less? And that's becoming a very important part for us. In terms of our mindset shift, we are trying to democratize decision making a whole lot more as an agency. That means not every decision has to be taken by the complete team on the project. That means a project manager, a person who's selling, the top management, they all are equally empowered in terms of guiding the clients. In terms of the kind of shift and form that we are seeing in terms of types of research which is happening in the market, I'll take a moment on that also because we talked measurement and we talked about getting consumers from Meta to Mela. I think you were giving gems there, Sapan. And that's become very imperative because for us it's become more about outcome over output. So imagine once for a time we do like campaign evaluations, you've won so much of impressions on one campaign, but if today one of my say active year brand is pumping in three million unique ads, there is no way we can look at brand recall and the matrix the way we used to. It would be more about has my positioning shifted in that much time. Has my imagery been called upon? Not necessarily the funnel. So I've seen that shift that most of our clients have gotten used to outcome over output. Secondly, one would believe that post pandemic era research will become ad hoc and be like dipsticks once in a while, but always on community research is the future. You always have to be connected to the consumers and we are seeing a huge uplift in continuous work by clients where by brands where we're having continuous consumer connects. We're always looking for what are the white spaces. We're always having the same case of content, changes to scripts, changes to episodes, this is what's happening on ground. The last piece I would say also is that in terms of agile research apart from always on, behavioral studies are also coming to play. So less dependency on a lot of claim data, more dependency on what the system A and system B interactions are in terms of research, that is also to go. So I feel that this is a great opportunity for our sector because for agile marketers, you really have to tweak down the spirit animal of vanity research to something useful and actionable because that's what the brands are looking for today. Thank you. And I think that's quite a fresh perspective from a research standpoint. It'll be unfair to talk about. I just wanna add one thing here. And I was speaking with Isha before that this quick research is the order of the day that becomes very handy. And especially for a product like us where we are making the product every day, this kind of feedback is really helpful because then you can implement changes. Yeah, and I was telling her, she said, and she said, yeah, we do that these days because that's what the requirement is. And especially for brands like us. It'll be irrelevant for say two months, three months and sometimes used to have segmentation studies where we are looking at the segments for four years. And I've seen a drastic shift because pre-pandemic and post-pandemic, the stability of these segments have changed. We don't get studies on that frequency now. It's actually micro segments. Yeah, I think a lot of times, a lot of times, you know. Sorry. Go ahead. No, I'm saying in real time data, right? I mean to say measurement is so important. Once upon a time, my campaigns, I said, okay, my brand track metrics will shift on response consideration. Then it came to online track. Now people don't have time for online track. I have to check my scores every, okay, at least a week to see how it happens. I mean to say it is that agility, not only in execution, it's also in measurement. So I mean to say like in a startup, right? You tell investors that, okay, my Tom's point will increase and they say, okay, in how long? Like, can you show me results in a week? So we actually have surrogate metrics to see even equity scores in addition to traffic and ROAS on a weekly basis. Wow. You're very important, you know, because like we also have an ongoing track and I was telling Isha sometime back that by the time the results and the reports of the track come to us, a lot of times our shows have shut. So they'll say, this show is very good for your brand equity. Rates very high on your scores and we say, sorry boss, this show is closed now. So you know that's the requirement of agility because you need to take quick action. That's what is... I think that's what differentiates NEPA as a research company because you guys are not a post campaign, but while a campaign is ongoing, you'll have providing solutions. So you can actually apply that and get benefits of it while that particular campaign is ongoing. Awesome. So I think now that we've touched base about agile marketing from a consumer point of view, it'll be unfair to discuss agile marketing without we understand how is it important to have internal stakeholder support without which it's not possible to adapt to agile marketing keeping in mind of consumer requirements, right? Harish, I'm going to direct this question to you. On LinkedIn, you call yourself a serial entrepreneur. We've seen you play a crucial role in growing multiple businesses, including your current company, which is Mirim India. So if you could just share your expertise or a piece of advice to all of us, how being in the leadership position, you can cultivate a agile mindset for your team and encourage them to adopt a marketing approach. Yeah, thanks. That's an interesting question, you know? So we all seem to agree that agile marketing is the way we need to behave, but how do you change an organization's mindset from doing things in a certain way to doing in a different fashion? And let me give you an example of something we are doing for a very large global brand. We do creative work, media work, production work, CRM work, everything for them, and it's a global brand. A couple of years back, we set up an agile pod for the organization. Now what is an agile pod?   We borrow this term from the technology side of the business. What is a scrum master's job? His job is to keep on throwing challenges to the agile pod and seeing how they can come up with solutions. So this scrum master runs three week long sprints with the agile pod. He goes and identifies challenges. From where do you identify challenges? When you speak to brand managers globally, they keep on telling me that this communication is a problem. It's not working for me. Or how do I make this happen from the communication route? Or he goes and looks at campaigns that are going on to see which campaigns are not performing. Or the person picks up new innovation. I mean, chat GPT has come, right? We all know it's a brilliant thing. But how do I use it in my marketing? So he identifies these kind of challenges, creates three week sprint. In that sprint, the challenge is thrown to this team of five, six people. And these people don't need to be like dedicated resources. You can have 50% of a copywriter, 25% of a strategist. That's how the team is comprised. In this three week period, that team will come up with different kind of solutions, what to do. They will do test runs. They will try it out. What works well, they will institutionalize it across the organization. And what doesn't work well, you throw it out of the window. So say for example, one problem given to the team was how to use chat GPT. They started looking at all kinds of content. They figured that for this kind of content, chat GPT is okay. It kind of serves the purpose. But for this content, it does not. And once that happens, the process put into place, so everybody across the company actually starts using the solution. There are another experiment using metaverse. They figured as a brand, there is nothing we can do in metaverse, out of the window. So every three weeks, keep identifying something new, keep working on it, keep making the changes and keep putting it back in the organization. That's how we bring in the agile mindset. So fair to say that you think testing constantly and the most print approach would be the way forward. I believe the concept of agile marketing comes from agile software development. We should do waterfall development where you would build everything and then the customer said, they don't need it. But when you keep on getting the customers buying in shorter cycles, you know exactly what you're creating is going to create value for the stakeholders who need to do it. So at a company level, you need to create these kind of agile parts who can bring in that thinking. It's literally like changing the wheels of a train while in motion. You can't change the entire train. But you can start working on it bit by bit. Thank you. I think that's a good perspective and it really helps when the leadership comes with that mindset. But there are instances where we all have to balance, playing a balancing role, right? There are requirements of change ever, ever constantly from the consumers. But at the same time, we also have situations where it's important to balance it with the internal stakeholder requirements. So just trying to understand how can one balance this role and get your teams to understand the requirement of agility and adopt it internally. Jaya, do you think you want to take this? First of all, thank you. You've made my job an answer much simpler. Just picture this, okay? Castrol in India is about 130-year-old brand, iconic brand, but it also means that they have people who have worked in a certain style and fashion and which is the traditional FMCG automotive style of working where you do seasonal campaigns and cyclic marketing and all of that. Also picture this, that you have a sales force spread across the country, which is kind of, I don't know, 1,200 plus people in the ground. And picture this, that we are a product which you cannot develop overnight just by looking at trends, because it meets testing. Some of our products are in fact tested on Mars. Some of them are tested underwater. So what do you do, right?  You're like, where are we and what are we doing? But luckily, Castrol is part of BP, British Petroleum, which is also a global organization, and we've got a young, dynamic CEO who comes in and says we will all go agile. Now, there are two kinds of people. One said who's going all helter-skerter, trying to understand exactly what we heard. What is a scrum master? What is a standing meeting? Technology is saying, how do you expect us to develop a product in four weeks? It's a year long, what do we test? How do we put it in the market? And the risks are high, and we are a listed entity. So we cannot just go ahead and do whatever we like and say tomorrow we'll undo what we've done. I think three things when I reflect on the journey. One is really literally getting the organization not just the marketing team to adopt agile. So at Castrol, we don't do only agile marketing. We do agile ways of working, which means we don't have project managers anymore. We have scrum masters and we have product owners, right? And we do standing meeting. There are, I think, three things that I feel when I reflected on this question. I think the first piece is, bite only what you can chew. Don't look at large campaigns, don't look at massive launches. They probably need another cycle and traditional way of working. But try and take small chews that you can, and what does that mean? It means that if we know that there are seven, eight, 10 lakh mechanics in India and we want to go and launch an app for them because now they're all digital. They're all sort of creating their own content also. The ambitious marketer in me would say, okay, let's go launch a full-fledged app. It should have training. It should have transactions. It should have everything, right? But the agile marketer would tell me, no, let's first go bite-sized. COVID has hit. They're all sitting free. They don't have work. Let's try and get them basic training, which for which they have time. Let's try and get them business, which means you do demand generation on that app. And once they start adopting the technology and start seeing benefit in it, that's when you sort of get your transaction. So today we have about seven and a half lakh mechanics with whom we transact directly and that's a fantastic relationship you built. So that's to my mind first side. I'm going to take some more time here. The second piece is about MVP. And I think everybody mentioned that. Even though we are an engine oil brand, there are certain things that you can pilot and test. And I think the product idea is what we also do. We thought of a certain set of product for bikes and we said, okay, we don't have time to test. Put it in a market, see if it works. 50% of the products work, 50 didn't, right? And then we launched this set of auto care range, which is not the engine products, but things that you use on top of your bike to take care of your bike. How do you learn in that process? I think the third piece, very important for a retail organization and widely distributed product like us is empowering the sales guys. Because what happens is customer needs are changing every day and with people having more access to information and especially in a category like us, where electrification and mobility and all of that is changing very fast. Specific customers have specific requirements, right? So Castrol has 25,000 odd workshops in the country. Not all workshops require the same, Bombay workshops, for example, say there's electrification happening and we need solutions. So what you do is you form a process in place which allows you to empower your sales guys saying, okay, within this budget, within these creative guidelines, you go ahead and do whatever you want to do as long as it fits into the process that's put in place. I think the fourth piece is about culture and all of us agree. It needs to come top down, yeah? And a lot of people need to be told it's okay. If you will fail, it's fine, we have your back. Put a process in place so that your risk is mitigated and when you sit in front of the board, the board is not making your life uncomfortable, saying how could you go and launch a product without testing it for X many hours. And I think the third piece is being able to put money behind agility. So it cannot be a buzzword, but you need to be able to go back to your top management or whoever your stakeholders are to say that by going agile and by adopting this new change, I have been able to show X million dollars, 100,000, whatever dollars, savings, and benefits to the company, which was then when you will get a lot of buy-in and a lot of training and everything that you need to make that agile engine move in the organization. So I think having a, building a successful case study and showing them the merit of it versus not doing it, right? The cost of doing it versus not doing it. Could I just add, please? I think, Jaya, you made a very valid point about by-talk only what you can chew. And I think one thing in my experience has been under the only large decisions, let's face it, we are not ready to be completely agile yet. So as Mastercard we sponsored, we took up a huge sponsorship of the BCCI, home cricket series, the single largest sponsorship in a single country in the world. I've had to explain to at least 15 non-Indians what cricket means to this country. And there was nothing agile about that, let me tell you. But once we got it, then we said, okay, within each match, because you can't predict the outcome. Are we gonna win? Is Australia gonna win, et cetera? Within that, how agile can the team be? And I think as marketing leaders, it's our job to manage the ecosystem and we all have it, whether it's investors, whether it's senior management, Indian companies, multinational companies. But I think that's the real value you can add to, ensure that your teams can move with speed. You know, just given the constraints of business and reputation and all of that. That makes sense. Yeah, actually, you know, when we talk of agile marketing, I think what is most important is empowerment. You need to empower your team to be agile. Otherwise, if you are stuck in layers and layers, then they cannot be agility. So empowerment, for me, is key for agile marketing. And that's why, like I said, right, it's unfair to talk about agile marketing just one side from the customer centric, but it's also important that we empower our internal stakeholders. Fab, I don't think we could have had a more diverse panel point of view on agile marketing. Quickly, before we wrap up today's session, guys, in a quick one-liner for our audiences as a takeaway, what benefit would adopting agile mindset bring to a company? We can start with you, Harish. Probably getting you more success and making you closer to your customers. Great. Vanda? Agility will give you more revenue. Ha, ha, ha. I think, in addition to all this, it'll make marketing more fun. Yeah. It'll give you an edge over your competitor. Yes, I think speed of execution and room for failures will help the organization learn, also, a lot more about what to do next. Acquire and retain young talent. Quite a relevant point. I was just about to say, but I also think it will just make stronger communities. Vick? Technology for, I would say, insights, real-time insights, and it's not an insight if it's not actionable. Super, so thank you so much to all our panelists, and I think today's session should help our plan your 2023 better. And yeah, that's it from us. Thank you.


Welcome back to the breakfast and plastivia of record time for us to check out the front pages of a national dailies We call it off the press and is equal. Yeah, I talk isn't standby to join us. Good morning. Is equal. Yeah, I talk Good morning always a pleasure to be with you. All right Thank you so much. We join you in no time. Let's check out the daily trust newspaper this morning and find out What is making it big and on the front page of the daily trust newspaper the banner caption reads federal government malls 2.4 trillion narrow pilotive as 1.8 trillion narrow annual subsidy goes No provision in 2022 budget. That's what the senators quoted to say 5,000 narrow transport grant for six to 12 months Minister is also quoted on that. No template to reach the poor labor knocks government says pilotive is a bit FCC places a number of governor Obeano and watch least reps probe 97 billion our federal government cancer control projects a Nigerian air to commence operation April 2022 the federal government is also quoted on that and talking about the West African senior Certificate examination pay your debts neck hotels state government 2023 throw presidential ticket open but bangi the all you tells the people's democratic party and Ramping students stoned DPO in Oregon state. It was really really sad incident. You could actually see pictures. I saw pictures of that yesterday That's the much we can take on the daily trust news paper this morning All right away from the daily trust that will move on next to the daily Sun The main headline for this morning are bandits on rampage in five Niger communities are with a rider there attack gang rape Women federal government hasn't paid up yet any dime on federal roads according to the governor They that's it buzzer just beside the must-have Emo government indicts or coracha family confiscates property What to write is returns seized lands to owners accuses him of sponsoring insecurity in the state just beside the pictorial there a governor but we listen all low Lager state presenting the 2022 budget estimates to the state assembly in the kaja just yesterday Subsidy Senate counties federal government says 5,000 naira not captured in 2022 budgets All right economic affairs gets lion's share a solo present 1.38 trillion narrow budget for 2022 Nigeria receives looted Benin if a artifacts from US museum At last and Nigeria takes off April 2022 Subsidy almost heating three trillion narrow annually laments federal government Presidential panel recommend integration of civilians in new security architecture National assembly spends one billion narrow yearly on fruitless Constitution review that's according to Edwin Clark challenges Buhari to act on a p-series structure in Report now bank fraud Perpetrated by insiders according to the EFC say says Raids at which young men are engaging in cybercrime seriously alarming Kano Masop heats northern Coalition those are all the stories you can find on the front page of the daily Sun this Thursday morning Let's check out the daily independent newspaper and the board caption reads We can't control threats in our cyberspace stakeholders a quarter to say and underneath you have this ride is saying say internet security in Nigeria to open for invasion and Might just be dominating some of the papers EFCC places governor. Oh, be a no Willy oh be a no on watch list and Militants again attack adjip facility in rivers threatens more tack We can't continue with three trillion narrow annual fuel subsidy of the minister has quoted also on that And that's still on the daily independent newspaper We'll comply with electoral act amendment bill once it becomes law INEC is Quoted to say that at last federal government sets April 2022 date to float Nigeria air Infrastructure education tops leaguers priorities in 2022 as Songolou Proposes 1.39 trillion our budget That's also another interesting caption on the daily independent newspaper asset declaration caught bass EFCC from investigating Dixon That's it on the daily independent newspaper and Finally, we will be looking at the punch a newspaper a main headline for this morning a subsidy Nigerians to spend 6.7 trillion narrow on fuel in 2022 NLC send it forward 5000 narrow palliative with two riders there Nigerians to be additional 34 or 3.4 trillion narrow annually on petroleum consumption cost of doing business will increase fuel-induced inflation Inevitable that according to the manufacturers Association of Nigeria beside the must-have of the punch reps or the probe of federal governments abandoned 97 billion narrow Kansas Center Unijoss OOU Imso named among velocities with 707 thousand one hundred and eighty nine. Wow illegal admissions above the must-have Fondalism or sector GDP contribution drops by 270 billion narrow in nine months Senate alleges secret recruitment into federal civil service With 14 9% of foreign ownership Niger air starts operations in April 2022 are the stories On the punch the small in DPO Katelyn Ogun students Battle caught in fraca pelted with stones Lagos proposes 59% capital expenditure So all who present 1.3 double 8 trillion narrow budget as state residents protest land grabbers invasion demand Lagos intervention Alright more stories on the punch police bust a kitty kidnap syndicate arrests Members in Quara or soon stop or be a knock from leaving Nigeria after tenure EFCC tells Immigration and the final story there this morning police recover a body of Jonathan x8 abducted brother in Quara Bush Those are all the stories you can find on the punch newspaper this morning Well, we just Go head straight to speaking with a Zika and I took this morning a Zika Yeah, I took thank you for joining us Again Thank you for having me. I will always say that it is a pleasure. All right So let's head straight to it looking at the daily trust newspaper this morning The federal government is planning to spend 2.4 trillion hours piloting as 1.8 trillion narrow You know annual subsidy would go does that make any sense? Is it rational? Absolutely senseless. I will say this with every sense of responsibility The reason is simple You cannot pay 1.8 trillion At the same time in the papers we see that they are saying that the Subsidies get into 3 trillion. So the first question is which is the correct? Figure is it 1.8 or is it 3 trillion? now if it is 1.8 if you cannot pay 1.8 then how are you proposing to pay 2.4? It doesn't make sense if on the other hand it is 3 trillion and then you now say you bring it down to 2.4 trillion One can say okay, but let's look at the differential of the 600 Million is that where the problem is but the official figure has been 1.8 trillion so the question is if you cannot pay 1.8 trillion How come you now want to propose? 2.4 trillion it doesn't make sense point number one point number two We realize that they've pushed it to 2022 Very close to election year 2023 and it reminds me of trader money that came up just before elections in 2019 so we're asking is this another scam of making money available to be able to pay the boys and you are asking for a register of 40 million Nigerians Where is that register as are today and how is it going to be done so that it's transparent? Are we having another name for trader money where mr. Vice President that I was so disappointed I was so I don't know the words to use that a man that I hold in such high esteem Will because of politics bring himself to go through the market and be giving money all those things a man so Cerebral I've been privileged to work on one or two committees with him You know before he became the vice president and this somewhere that is extremely articulate Cerebral and upright so I don't know how he would get himself into what he did But that is past, but I hope he is not Indirectly endorsing another scam or scheme that is politically motivated That is the second thing the third thing is please somebody tell me this is a policy and At a budget defense going on it has not reflection in the budget Is it something that just came up immediately or is it something that is thought through and if that is the case Which of the budget lines am I finding it reflected in I can't find it He just brings that main question. Do people understand what? Governance is all about And I think as we continue I would like to say a little bit more, but let's continue because this is one matter We must interrogate do we as Nigerians really understand what? Governance is what government is do we know that there's somebody called a driver and That if you buy a vehicle you must look for a driver to drive and not a mechanic and not a carpenter We understand that When your electrical gets bad in the office or in your house, you do not look for a carpenter You look for a make a what an electrician Now do we know what government is doing what governance is? Do you know the people that should be in government? Have we been able to draw a line between politics and governance? That's why in Nigeria that is so blessed Has that ignoble tag of the poverty capital of the world the time has come when cerebral people You and I must wake up and answer these questions. Okay, but is it can I talk before we move away from this? You have economics or those you know economic expats saying For government to remove subsidy Government would need to put some measures in place They need to put some structures and and this actually looks like you know making provision you know for to cushion the effect of Subsidy removal It's not about economics. It is just Common sense car What is government? Chapter 2 section 14 subsection to be of the Nigerian constitution state without any ambiguity that the security and welfare of the people Shall be the primary purpose of government That section gives the foundation on to every government policy. I Am a businessman. I run my business The security and welfare of the people is not the primary purpose of my business Making profit is a primary purpose of my business or being sustainable. That is the private sector now Government is about security and welfare of the people It is on account of that that government would say one of the basic needs of a system is the fuel and Because we want to make sure that the people are not Impoverished we provide what we call social infrastructure We build hospitals and called them general hospitals. We build roads We build schools and nobody pays tolls on going on the road We subsidize a lot of things for the people to be able to live a life within a reasonable Contents without the consequential hardship. That is government. So if you want to remove subsidy It is just commonsensical. It's not about economic policies that you will now ask yourself Is this something that has overrun its taste? So there's really no need for it. We no longer have malaria We no longer have polio. So we kind of dismantle the structures or is it something that we cannot afford to Continue to do so as a result. We are giving an alternative Alternative so that that consequential hardship is kind of cushioned So you put in place their own consequential and their own cushion is to say we're going to be giving 55,000 naira to two million people. This is the most Stupid thing I've heard in my life Economy thrives on productivity 5,000 comes to almost 200 billion monthly that goes into what voice mail Imagine if they say niai talk, please put a team of people together Let us see this 200 billion that we are proposing What can we do by way of setting up the MSMEs? You know by way of setting up productive ventures by way of putting up things to engage Our youths we cannot afford 200 billion but let's take 50 percent 100 billion let's say about 3 billion to each of the state every month What can you do about youth engagement sort of cottage industries guy? I put up a little post on my Facebook page and I said look with about 50 to 100,000 What can you do in fact with 10 10 right 30 from 10,000 overnight over 800 people applied 800 I just thought well. This is this Facebook stuff. I said if you are serious no transport for you Nothing come down to my office about 500 people showed up I used one week morning till night seven days to interview people Every day and tears came down my eyes when I heard what Nigerians are quite all might could do with 10. Let's say 20,000 naira They are now brought in the highest amount with 50,000 naira. These guys gave me it on record Mind-boggling, you know ventures. I could only accommodate about a hundred people because of the funds I had and So many of them have paid back that money 50,050 because I said it with a hundred thousand I couldn't accommodate more. I'm a private person I brought it down to 50,000 imagine you Tokyo two three billion It means that at 300,000. I have one thousand people monthly to give them 300,000 naira Imagine what a quai boom will turn into All right You to be engaged and then they now just want to carry this 200 billion and give ghost people Which you don't have a register. You don't have anything. How are we thinking as government? It bothers me All right. All the stories are making headlines this morning. Let's just slide over to the daily Independent the main story for them this morning is we can't control threats in our cyber space That's a golden to stakeholders of say say internet security in Nigeria to open for invasion I just want to get you quick comment Consent look There has to be a national policy That every youth must carry a laptop today is a reverse Carry a laptop the police will pass on you But the way of the future is the laptop the way of the future is I city Instead of mr. President being the minister of petroleum. It should be the minister of I city Because that's the way of the future. Look at what young Nigerians are doing the unicorns If you come to a place like Lagos or you you be amazed as a policy The Nigerian state must introduce that every child must understand one computer language from primary school The way is being done in Poland so much so that at secondary school the children working with offshore companies and making more money than their parents in Poland today, I had the MIT no MD on my birthday and I think the mother is Polish when he he puts certain things across I mean I couldn't close my mouth and we have a nation where children are being hounded for carrying laptop What a waste and because they do not see this, you know, the the cyber world is global you can isolate by creating an ecosystem You can isolate the frosters because we do not have an understanding of this new generation Of this new age of this fourth revolution because we do not have that we have no plans whatsoever To control and regulate a cyberspace. All we do is run around. We see a young child with a laptop We carry the person if it's done in England if it's done in UK if it's done in France if it's done in It is no rocket science Go and copy what they're doing the cyber world is Once in a while, there's a problem But it does not mean that because there is a problem once in a while you have to jettison it It's not possible. The future is technology and being able to control the cyberspace must be a national concern Because we don't have any optional alternative to it. I use that's their future and we must give it to them We owe them that all right Let's also check out this other headline and share your thoughts on it on the daily trust newspaper Nigerian air to commence operation April the 22nd sounds like good news Sounds like good news and I'm actually optimistic Against the run of play. I think that I will as much as I know the federal government from time to time I like the fact that the federal government will just have 10 5% shares the foreign universal will have 49 and Then the rest will be shared amongst Nigerians that are interested I will be one of those that will be interested because You know, he bombed air has told me that if you handle the the airline business Professionally, it is something that is the way of the future and I agree with them And you know, I heard during your preliminary introductions and then your banters the fact that you know Government come and said, do you know who I am that time has come when I mean you you can't you as the empty I don't know. I would look at the the organogram, you know Who are points who but I think that the federal government should just sit back and be regulatory They've done it in this company in in reverse state. I'm trying to I'm just seeing the name But I can't quite pick it out. They've done it and it's a success story, you know, and I can't I remember with time, you know, I think, you know, but it's a private PPP private public enterprise and is working well I'm doing a PPP with the federal government today doing an estate and the Senate committee came and they said This was the best estate they've seen in this country where the federal government is involved Nobody no minister has asked me give me a location the fashioner There's nothing I've asked why do not give and he has never one day told me And I need this number of houses and even the ministry get the staff They just they act so professionally because they've seen somebody who wants to act professionally So it can be done and I would they say there is a success story of a PPP that can be replicated But when you want to be political because I'm not in a PC and they know I'm not So you can't come to me and talk politics on an investment. I'm putting my money No, and they respect that I think the government takes you the way you present yourself If you just want to like to call to them and be you know, the subservient they match on you But when you want to be professional like I've been they let you be All right another story that you know spread across some papers this morning is that of them the governor of a number of Slater EFCC places governor Willie O'Bianna on watch list Reaction what goes around comes around man. I tell everybody when you are in government be careful One day you go come out If you like bring your brother on the seat It is just a matter of weeks and then the family squabbles and you're in trouble Your best antidote when you're in government is be professional and be ready to walk away and face your past You can just walk away There's something called you see Nigeria is getting to that stage where there's going to be accountability I can tell you this for free many things are going to change That's why I say those who want to get into politics in 2023 be careful what you're going there for the eyes of Nigerians are starting to turn real red and Things are not going to be like it has been in the past if your your your Motivation is not to serve the people if your motivation is not going to create impact if your motivation is to go and loot Just forget it because Nigerians are starting to draw a line between the looters and the bakers There are people in the past who have done been there to loot our commonwealth. They are looters They are exploiters That's what they are and as a result the cake just keeps shrinking all the time Nigerians don't need bakers people want to get in there to serve they want to bake the national cake to be bigger They are sent there for on a mission to restore this country Those are the people that Nigerians are going to crowdfund and change their mindset and get a new country that works So Mr. Obian on the time has come when he's got to face his past and he's got to face is I mean total agreement Not just on him, but with EFCC on every public office holder that leaves the office They should keep him cool somewhere and then interrogate his past before he continues But there are some arguments saying that you know the energy is not consistent I mean you not have the EFCC going after almost every governor if you like this probably might just be a witch hunt Yeah, there will be a time when we have a government that is not a party There will be a time when we have a government that is not a party People don't seem to know how to draw a line between party and government and the people in power today Are not for the essence of the office, which is governance, which is providing the dividends of democracy to the people There are politicians which is protecting their party protecting their own come over to our side and you are clean What what what what what an abuse of office?  You are sins are forgiven Pray to God That they continue in power Even when they continue in power the Bible says they are rose a Pharaoh who knew not Joseph. It always happens Okay, a PC. They have factions all you need to do is belong to the wrong faction and guy They come for you and you cannot always write so the best thing for you is do what is right So that no matter which way the pendulum swings your hands are clean That's why the Bible says that the righteous is as bold as a lion Mine is do the right thing. Don't take solace in changing the party some days back I was told that my friend Fanny Coyote has been called for private chat I thought they said that once he gets to a PC that the sins are forgiven But they say they don't call and for proud. I don't know whether he went there and got stuck on I don't know what it is or what it is But the fact is that do the right thing and then stay clean All right, another story that is making headlines that he's becoming very troublesome or worrying right now is a That of a renewed the militancy So caption here and the independence militants again attack a Jeep facility in reverse threaten more attacks You see some of us with the key actors in bringing peace to the Niger Delta I Was the person that was in charge of the risk police restoration of the baramatu kingdom I was a consultant on that project and there were several things we did to assuage the feelings of the people the the the Niger Delta's felt really really had done by the federal government and The way to express their grievances was for them to like take up arms against the system Unlike what we have where human beings are being slaughtered and all sorts of rubbish They felt if they touch the system a little bit that they will wake up and to some extent I think it worked Okay, now of recent is of maintaining the peace what you find is something Infuriating where you say if you find oil you become, you know, Niger Delta, okay? Ndc, okay? Now the means the essence of the Ndc It was not a reward system per se It was a system set to ameliorate as it were the decadence in the society in the system In the ecosystem over the years So this money was to see to what extent they can get the environment the people kind of rehabilitate them or kind of Create some level of so-called for them. So it was not just because you are all producing the dash is something So when you see somewhere that has just come in and has no Environmental degradation or impact whatsoever and you say share the money I think we're not thinking through the process You can set up another system that's kind of takes care of environmental degradation And then you also set up a reward system where you say if you produce oil You get this amount of percentage those are different compartments But don't come and say the 13 percent which is not for all production per se But to undertake remedials for the degradation of the environment over the years Where the people have lost their means of livelihood. They've lost everything that has to do with them They've been exposed to a lot of health hazards over the years So see how we can use this funds to emulate as it where they are they are they are polite You don't bring somebody in and say boom get it from the beginning they not only lose the essence They also infuriate the people But I think it's for us to talk both to the two sides of the divide We talk to the system and say please don't bring in more heat and we talk to the people and say please Let's see how we can dialogue and get them to do But let the let not the federal government call the bluff of the night at deltas It will be an evil wind that will blow no man. No good at the same time Let us not smite our nose to spite our face. So we are engaging our people We are talking to them and I believe that they are listening But the federal government has to make life easy for us because a stage comes when you appear to be a traitor And that is when he gets out of hand and he can be really bad So I think that both sides of the divide must be engaged as early as possible Okay, so let's cost it down now with the Lagos state budget of one point three nine trillion era With infrastructure and education topping the list When someone who removed my brother and but it was my schoolmate I was very angry was like why are you doing this to me? You know, which is the way we think But I am starting to fall in love with this man, you know When you have a budget that lays emphasis on education and infrastructure It is a budget that I will support any day anytime. The only thing is that I wish he had put health Not under infrastructure, but as a separate subhead because unless you are healthy Education is meaningless. So I wish he had made healthcare education Infrastructure, okay infrastructure to create a platform for the economy to thrive Healthcare and education healthcare to make it who healthy and education to create a template for a sustainable future If you have put healthcare, I would have I don't know what the budget is But the headline would have been healthcare Education infrastructure, so for my brother some will look for removing my brother I am but I have forgiven you and then we are we are happy with what you are doing God bless you. You are You're thinking right All right, I thank you Ezekiel and Etok for all your comment But just one more before we actually let you go I just want you to get your quick thoughts concerning that are still on you know corruption and all assets declaration quote bars EFCC from investigating Dick said If I had my way, I will not comment on that all that issue of asset declaration and EFCC and the rest they just meaningless to me Why do I say so we've seen people who went into office is is there on our face? penniless and Then four years after they own so much estates So what is what's this ritual of asset declaration and these and that they are just tools that you just keep you know Then you can pull it and intimidate I really don't have faith and confidence in all this asset declaration because it's all over our faces. It's there It's there call any politician and I will say what did he have before you got into office? How did he suddenly you were a Electoral we know what your salary was. We know where you were living.  So let them keep dancing naked Many thanks Ezeko yeah, I took her and thank you so much for making our time to be part of the conversation We really do appreciate and we look forward to having more of you. Thank you so much. Thanks for the privilege I do not take this lightly. Thank you All right, that's some of the pressure segment on the breakfast is born we'll be taking What happened this day in history November the 20th still does


Luis Aaron said you had a basically a tough time loosening up. What was the problem in your eyes?  But you know, the boot playing, it was still the same in the game. And I started like getting tired, anybody in it. Did you get tired before first pitch? I was not getting tired, just was tight, you know, yeah, it was tight, yeah.   But I thought like, you know, I couldn't get a little bit more. But after that second inning, you know, when I was warming up, it was getting worse. So I thought myself like, before something even bigger happened, let me, you know, stop it right here.  When Aaron came out to talk to you in the second, what did you tell him? Well, he asked me how I was doing. He felt everything was okay. I said, yeah, everything was good because I was not feeling like, you know, I was not feeling terrible to like being the kick out of the game at that point. And at that point, I feel like that was good to continue the pitch. Just given your recent injury history, how concerned are you? Actually, the way I feel right now, not much. You know, I mean, at this point, I know my body. So I think I know if I'm just going to take long, but tomorrow I'll have the MRI. Definitely, it's going to show what I say. You threw those last couple of fastballs up at like 96. Did you feel a little looser by the end? I mean, I need to come out to be safe, but... Yeah.  I think maybe because of that, in the next inning, I was not feeling that great. So, you know, I feel like if I would go in that inning and push it harder, it's going to be even worse. So that's why I stopped it right there. Have you experienced something like this before in your career? Not, not like this. I mean, last year I was, it was a little tight, but this is like less than that. So hopefully, you know, this was my last outing after that short break. So hopefully, you know, I can make my next start. Luis, sorry if you answered this. What was it about that last warm-up pitch that made you stop? Like I said before, it was just getting tighter and tighter. Like it was tight, you know. I don't know if, I don't know if, because I don't, I started throwing at 91 first in the second inning. I pumped back to 96. No, I rest and then I come back up to warm-up. Maybe it was because of that, but it was not right. Now you're feeling anything right now? Not right now. When you warmed up before the game, were you feeling anything in the second set?  I mean, it was in my mind. Anything you describe as soreness or pain or just more tight? I think it was more tight than anything else.