We are all slaves to our smart phones. People everywhere are exploring this world through their cameras and want to create content on behalf of the brands because it's fun, it's useful, and it's relevant. So Exchange for Media and Snapchat together present you this webinar on the power of camera marketing. So our today's session would lay foundation for the importance of camera, especially for brands and marketers. The session will begin with a live presentation on the topic, the power of augmented reality. And it will be followed up by a panel discussion by a few leaders on the same topic. So to begin the session, we would want to invite Mr. Dante Dutipo. Dante leads international expansion and grows for Snapchat's advertising business. He's currently building Snapchat's partnerships with global and local brands and markets in India, Japan, and Lidia, APAC, region, and Europe also. Dante has been with Snapchat for five years, five plus years, building Snapchat's global accounts business, overseeing the revenue strategy and partnership for the Discover premium content business. Prior to his time at Snapchat, Dante was working with Blackprop over $40 billion in global assets under management. He has received his BS from Stanford University. So over to you, Dante. And I hope I pronounced your name correctly. So please take us through this interesting presentation that you have for us. All right, well, thank you so much.  It was amazing. So thank you. All right, well, hello, everyone. I'm thrilled to be here with all of you today. I have the pleasure of being with the Exchange for Media team at the Mattis last year in October in person in Mumbai. So hopefully the next one, we can all be in person, but whatever it will do today. So hope everyone's doing well, and most importantly, staying safe during these uncertain times. We find ourselves in a new world still yet to be defined. And amidst the many challenges we face as a society, we all share a desire to uplift our global community and to try to make a positive impact. Even though we can't be together in person today, we want to share with you some of the exciting things the Snapchat team has been working on. On June 11, we hosted our second annual Snap Partner Summit virtually. The keynote featured product announcements, highlights from the Snapchat community, and celebrated our partners who have created incredible experiences for Snapchatters worldwide and also in India. The keynote featured Snap's co-founders, Evan Spiegel and Bobby Murphy, as well as other members of the Snap team. We're excited to bring some of these updates for you today, as well as to talk about the power of the camera. As you guys already got a little bit, I'm Dante DeChico. I lead international expansion for our advertising business. Over the last year, I've been working very closely with many of our clients and partners in India, and I already miss the amazing food and incredible people that have been there, and I really miss our office views from our office in Lower Pharrell in Mumbai and hope to be back soon. Little bit of a background on me, and it's a bit intertwined with the history of the company. I've been at Snapchat for over five years, but even before that, I went to university with the two co-founders of Snapchat, Evan Spiegel and Bobby Murphy. And this picture right here I'm showing you is an image of the Blue House. This was Snapchat's original office in Venice Beach, California. And Snapchat really was created at a very interesting time because when the founding of Snapchat was in fall of 2011, and Evan Spiegel and Bobby Murphy were kind of finishing up college at that point, you think about the people finishing college during that year started college around the fall of 2007. Fall of 2007 was when Facebook was gaining a lot of usage with college students as well as other forms of social media. So by the time that we were all seniors, we'd have this exciting social platform that we've been using for the last four years only to wake up and realize that every single moment, whether we liked it or not, now live permanently on the internet. And it's amazing to share photos and videos with your friends, but we were kind of the unique generation where the generation a little bit older than us didn't have that tool when they were in college and the generation a little bit younger than us weren't naive enough to post their entire lives on the internet. So my generation, along with our co-founders, were uniquely positioned to be the one where we had four years of our entire college experience up there. And then also with the iPhones and kind of smartphones in general really gaining popularity by that year, the environment was ripe for a mobile application that allowed people to share moments with their close friends and family in an ephemeral way, a way to really be yourself, live in the moment, express yourself, but not have it live forever because you think about having a conversation with one of your best friends, you would treat it differently if it was being recorded. No pun intended because we're being recorded right now. But you get what I'm saying where you're more free to be yourself if it's not. And I think that's what Snapchat really breaks down that communication barrier and allows people to truly be themselves and experience life with their friends through the Snapchat camera. Here's a quote that our founder Evan May in 2012, Snapchat isn't about capturing the traditional Kodak moment. It's about communicating with a full range of human emotion, not just what appears to be pretty or perfect. I couldn't have summed it up better myself. So just a brief overview, what we're gonna cover today in this keynote right here and then we'll get right into it. So our company has three main themes for 2020, which we also outlined at the Partner Summit last week as well. So the first one is building platforms. We're building platforms that scale and allow us to deepen our relationship with businesses beyond advertising. Now what does that mean? That means, as I was just mentioning earlier, we built a platform for communication where you can move beyond a lackluster text of good morning to the richness of face-to-face communication. Where you aren't broadcasting or commemorating, you're using the camera in the moment for that one person that you're talking to. We built a platform for entertainment. Where you are or where in the world can be a leading game that could be a show or a mobile TV show or a snap game as we've launched our gaming platforms very recently. And there you can see a really fun example of one of the great games we built on our platform. We built a platform for search, a visual show set is, where the camera is smart enough to know what's in front of you and give you useful and fun content that's relevant. And as you can see right here, is a really cool Amazon integration that we worked on last year. And then we built a platform for commerce where your phone can bring the retail experience right into your living room, as you can see right here with these Nike shoes. So the camera has really transitioned from hardware to software and snap is leading the way through this and through product innovation. The second of our three themes is embracing our principles. We as a company need to walk the walk in places like user wellbeing, privacy, accessibility and trust. These same principles applied to our business. As I mentioned earlier, being at Snap for over five years, when I first started, we didn't even really have a new hire orientation. It was a startup. We just kind of got our laptops and go figure it out. But the one thing that we spent a lot of thought on even on my first day at the company was privacy, security of data and really ensuring that our users had a safe and brand safe environment in the platform because of the communication nature of our platform. That has really been at the DNA of our entire company up to this point. And it's something that we're very proud of. And then the third is bridging the physical and the digital world. We're investing products that bring these two worlds closer together through ubiquitous computing, enabling deeper relationships with friends and utility in the world around you, which is gonna be most of what we talk about today. Now next, I would like to share with you a video obviously as touched upon at the very beginning. The world has changed quite a bit in the last few months. Given the unique visual nature and communication nature of our platform, Snapchat has been a powerful tool for our community to express themselves during this time. And there's been a lot of amazing people and content that surfaced over these last few months. So I would like to share some with you here today. This is day number 3462 in quarantine. We are having a really hard time. Quarantine without Sylvia. Good morning. I can't even imagine it. Hi, little sister. She's an IT nurse. I'm like myself and I can't visit my loved ones. I'm making a favorite wish. I don't know if that's... I don't know if that's positive. We're like, I'm feeling moon each day. So let's dance. I'm always working, always doing something. All of a sudden, that's just... When I heard the news that another black person was killed unjustly by law enforcement, all right. I felt a wave of emotions. I felt her shock. No, I'm angry because I could be next. That could have been my father. That could have been my grand. We are tired. We're tired. Systematic racism is a virus itself. And I'll let people out here risk in their lives, on the front lines, protesting, allocated for change. Me and Trell, when I was up protesting, he was making sure I was safe. As a black person. As a young person. It is my job to demand justice. I have hope that our world won't be like this forever. So that was the same pleasure to turn our attitude into a game as we were on the Prima. We are the generation that use our voices and we are very proud of our voices. These are our lives we are protesting for. Let's keep making noise because we're making a change. And given all this happening in the world, we truly believe that real connections are more important now than ever. We're currently seeing sustained communication behaviors on SNAP that eclipse even the individual peaks we see during major holidays as more and more people are sheltering in place around the world. We've seen a sharp increase in group activities across chat, calling, and SNAP games. And communication with friends has increased by over 30% in the last week of March compared to the last week of January with more than a 50% increase in some of our larger markets. So given this uncertain time, we have seen our community really turn to Snapchat to express himself and communicate how they're feeling with their friends as you saw in that video because we are a safe environment where people can really feel free to be themselves. And there's me with a squad bitmoji me and my friends. And then also having communication with real friends is fulfilling and frequent behavior. So over 60% of Snapchat's daily active users create snaps with our camera every single day and an average of 30 app opens occur in our platform per user per day. So I think when you think about what truly differentiates Snapchat's user behavior in terms of our core product value, it's really friends creating content with our camera and then communicating it with their friends. For those of you that use Snapchat, when you open up the application, it opens directly to the camera. So quite literally the first thing you're prompted to do is to start creating content and communicating with your friends and family. And our Snap community over the last year in particular has grown a tremendous amount. We just recently announced that globally we have 229 million daily active users. So these are people that use the platform every single day. Again, on an average of 30 sessions per day, as I mentioned before, and again, 60% creating content every single day. So seeing tremendous scale globally. One of our core pillars, and this is going back actually to early 2019, building a local business globally. So our true goal is to really invest in each community that we're building our business in internationally, India being an absolute top priority and key strategic important market to the company. Again, I've been fortunate enough to have been in India several times over the last year and a half. And I can truly say that we've hired some amazing people. Prasanna, who you'll meet later today, it's kind of one of the first people on our advertiser solutions team. We opened up an office in Mumbai last year. And overall, our audience in India has grown over 120% year over year. So we are really seeing the investments we've made to localize our business in India, bare fruit. We've invested in local content, local augmented reality experiences, local strategic partnerships. And as you'll see later, Indian brand's really, really embracing and adopting Snapchat across all of our products. Right here is just a quick sampling of some of the local publishers that we have producing content. Our application India is available in over 10 languages. And we expect that to continue to grow. Right here, I'll show you a little brief highlight of what Discover, our premium content section, looks like. And as you can see, if we were in person, I would point to the screen. But as you can see to the top right, a Spotify ad that's called a Story ad, that's Spotify promoting their Diwali playlist. So I'll show you me scrolling the feed, watching a quick video on rugby and then going into the Spotify one. And then I go right back for my content. And I'm just gonna go Spotify Story ad. Spotify Story ad, download the music app for free. And within there, I can swipe up. And if I have Spotify downloaded on my phone, it prompts me to add the playlist. If I do not, it'll prompt me to install the app. So we see that seamless integration with our content experiences. Our user base is also unique. So as you can see right here, this is exclusive daily reach on Snapchat of our 16 plus user base. I can highlight right there, for example, YouTube. So 18%, 18% of Snapchatters in India are not reachable on YouTube on a daily basis. 59% of our Snapchat users in India are not reachable on Facebook on a daily basis. And 70%, 70% of our 16 plus audience are not reachable on TikTok on a daily basis. These are significantly larger numbers than I think a lot of our clients and partners would initially expect. And that really shows the unique kind of use case of Snapchat, which is creating content with a camera and sharing it with your close friends. Very different than traditional social media behaviors of more passive content consumption in a feed. So we really see that unique user behavior really driving the Snapchat audience exclusivity that we're seeing. And then here's some just good insights for our audience in India. Gen Z Snapchatters in India are over 2.5 times as likely as Gen Z non-Snapchatters to be using social media, share details of their, right? And also twice as likely to be sharing photos and videos of others. So you have a highly engaged user base really looking to stay up to date with the news, stay in touch with their friends and researching and finding products to buy. Gen Z Snapchatters in India are 65% more likely than Gen Z non-Snapchatters to have liked and followed a brand in the last month and almost twice as likely to have clicked on a promoter sponsored post. So highly engaged, a highly engaged user base who loves brands and loves to continue to build the relationship with brands within our platform, within our ecosystem. All right, now let's talk about the future of the camera. And it feels like everyone today is talking about AR but sometimes people forget the foundation of AR experiences is the camera. The camera is the device that can enable us to layer the digital world over a physical one, one of the top three pillars of Snapchat as a company in 2020. And so before we get into how brands can use AR, I wanna take a step back and talk about the importance of the camera. On average, four billion snaps are created every day on Snapchat globally. Just take a moment to let that sink in. Four billion snaps created every single day. So when we talk about 229 million daily active users, 60% of which are creating this content every day, we're seeing tremendous engagement. This has been from a very thoughtful and methodical product development over the last five plus years. And I remember we first launched lenses which is our augmented reality experience in September of 2015. And we're incredibly excited and proud to see all the great usage and momentum we've had and all the great product innovations and we're excited to talk about some of that with you today. Cameras are powerful tools capable of far more than documenting special moments. They're becoming faster and smarter, unlocking new ways to retrieve information and display content. And through augmented reality, cameras give us a way to render digital experiences in the most natural way possible directly onto the world. Quite literally overlaying digital experiences, digital computing experiences on the physical world. And that all equates to over 170 million snapchatters engaged with augmented reality on a daily basis. So this is not just an experiment, this is quite literally a core use case of our entire platform. And as people have turned to video conferencing to connect with friends and family, we've seen more than 30x increasing downloads of snap camera. This is our desktop app which allows people to add our entire suite of lenses to whichever video service they use. So that 30x increase has been incredibly exciting. And even platforms such as Zoom, what exactly we're using, you can do it. And if you're human, we all even do, you know, when I do in-person presentations, I love doing live demos. So I'm gonna attempt a live demo right now over Zoom. So let's see how we do it. And I'm gonna use the snap camera right there. And as you can see, I'm kind of turning into Bubble Boy right there. And then I got some stuff coming out of my eyes right there. This is a desktop app, a web app that you can add. You can download it right now and use it. It's been an incredible way to make, you know, video conferencing, work meetings, virtual meetings, a little bit more interesting. This is Baby Face Me. So if my mom's watching this, this is probably the version that you'd like to see. So say hi mom right there too. So now back to our, back to our regularly scheduled program. 75% of our community engage with AR lenses. Every single day as you can see, swipe up rates for sponsored lenses that increased by 22% during late March. So as brands have continued to adopt augmented reality experiences, we've seen a tremendous amount of engagement there as well. Playtime with sponsored lenses, branded lenses has increased by 18%. And sending stats with the lenses increased 37% during late March compared to late February. So we've seen a tremendous uptick in not just consumer augmented reality experiences, but also branded augmented reality experiences. And we'll go to some examples of that in a minute. We're also in awe of the great adoption we've seen from Lens Studio. So Lens Studio is another desktop app that we've used and we really created open source developer tools so now anyone can create an augmented reality experience from home. We launched out for free. We launched this nearly three years ago and we took the same design team that creates AR lenses for hundreds of millions of Snapchatters to make it available to everybody. Today there are tens of thousands of creators using Lens Studio and they've made over one million lenses over the last three years by our community. Snapchatters are engaging with lenses made by our Lens Studio community more than ever before with top performance community lenses reaching billions of views on Snapchat. Over the past year we introduced new capabilities to help you take your creations even farther. And as you can see right here some of the incredible engagement there. Lenses made by our community via Lens Studio are up over 30% and over 900,000 lenses have been created by this. Right here we have over 130 plus certified lens creative partners and that list is rapidly growing. We even have partners, a local partner in India, Superfan, superfan.ai is a certified lens creative partner and they've actually helped us create some incredibly engaging branded experiences on Snap through there. So seeing this really blossoming ecosystem of building augmented reality products using these open source developer tools has been a phenomenal way for Snap to really democratize the production of augmented reality. And most recently we launched a new way to make lenses right from your desktop that's even simpler. So maybe for some of those of you who aren't necessarily 3D designers but still wanna create cool augmented reality experience on Snapchat, we've launched Lens Web Builder which is the first free self-serve AR creation tool that can enable your team to build a lens in moments and is connected right into our self-serve and buying flow. So from an ads perspective you can target, bid and promote your campaign to customers instantaneously. Over the last year, we've launched 25 new landmarkers around the world. This is essentially where we've built an augmented reality experience around an international, really famous landmark. And then we've also added 3D face mesh and skeletal tracking, some cool features there as well. And in terms of bringing the magic of AR there, this is one of my personal favorites, the Gateway of India in Mumbai. This is the first landmark we ever did in India. It's an incredible experience and now brands can take part of that as well. Now, I'd like to hear from one of our computer vision engineers, Kepan, who could talk more about using the snap camera to connect the physical and digital worlds through augmented reality, really building off of the success and engagement we saw in landmarkers over the last year to really take it to a whole new level of going into the next year. Hi, Kepan here, computer vision engineer. My team at Snap works to help make our camera smarter so it can better understand the world around us. Last year, we introduced landmarkers, which enabled the snapchat camera to understand individual buildings and allowed lenses to interact with some of the world's greatest landmarks. Now, we've continued to evolve the technology to understand and augment larger areas, unlocking exciting new capabilities. Using various sources of data, 360-degree images, and community snaps, we're able to build up a digital representation of the physical world, a point cloud representing the geometry of the surfaces around us. Combining this with 3D reconstruction, machine learning, and distributed cloud compute, we're able to map whole city blocks, meet local lenses. Now, snapchatters can join a persistent shared AR world built right on top of the physical one. You and your friends can step into these worlds together, collaborating creatively and experiencing a whole new dimension of AR. As our team continues to build these new worlds, we hope you enjoy experiencing the power of day. And as the camera becomes a key part of how we live our lives and where we spend our time, brands are discovering the impactful ways they can connect with their customers and develop authentic immersive experiences to drive their business objectives through the camera. This is the power of camera marketing. The power of cutting through and building experiences, not exposures. And AR is just one part of your strategy, but it's an incredible way to increase your impact. Campaigns that add AR to their video ads increase the reach of their campaign by 31%, and we see a 2X higher ad effectiveness. And here's a great example from Holi very recently. So essentially, as we were talking a little bit earlier, there's really two ways for brands to engage users on Snapchat. It's through the camera, through augmented reality, and then it's through video, through the content side of our app. You saw a really good example of Spotify running that earlier within our discover section, and right now we're talking mostly about camera. So really what this is saying is that when brands kind of leverage, really two of the big platforms within our application, the video platform and the camera platform, it adds a 2X multiplier on the effectiveness of those ads and really creates an incredible holistic experience and really adds to the consumer journey as they're going through their experience on Snapchat on a daily basis. And Snapchatters lens AR experience behavior during COVID-19. So very recently kind of touched on this earlier, within 18% increase in sponsored lens play time, and at 22% increase in sponsored lens swipe up rates. So incredible, incredible engagement there. Something we're really excited about and the momentum we're looking forward to to continue to build on. Now let's talk into the three C's of camera marketing. Convert conversation, commerce and customer. And what we've learned is that the camera is a powerful tool throughout the marketing funnel, from top of the funnel awareness to the bottom funnel of customer advocacy. And we really believe on Snapchat, brands can achieve all three of these objectives all using augmented reality experiences. And now I'm gonna show you how. So first up is conversation. The future of the hashtag is visual. So I like to relate this strategy to something you are all familiar with, which is the hashtag. Been around for a while, or at least in digital terms it's been around forever. When we think about the purpose of the hashtag, it's to enable a collective conversation around a single topic. We believe the future of the hashtag is visual. The incredible thing about camera experiences is that you aren't just making content someone consumes, you're making content that someone creates with. And to demonstrate some of the power of that, we believe that on Snapchat, the camera is the new keyboard. There's no need to type, you just point your camera and begin to explore the world around you. From solving a math problem, to even seeing what type of plant you like right here in your living room. You could literally use your camera on Snapchat today to learn the name, origin, and even how to take care of your favorite plant, do an integration with plant snap. They've developed the ability to identify 90% of all known plants and trees, and more than 600,000 types in their database. If you're like me, you don't really have a green thumb, now snap scan can be right at your fingertips. And next one, my personal favorite, dog scanner. So you could really hold this up against your favorite little furry friend and see what type of dog breed this is, or to even play around and have a fun time with your friends, you could even point the selfie camera and see what type of dog you most resemble. Now, to demonstrate the power of Snap's camera's ability to use AR to drive conversation, I wanna share a great example from the Cologne Zoo in Germany. Thinking about the topic of wildlife conservation, which is especially relevant as we're all reeling from the season finale a couple of months ago of Tiger King, this topic is important for a business like the Cologne Zoo to not only speak about, but create a platform for others to speak on their behalf. Let me play for you the short case study as I think it's a phenomenal example of how business can not only join, but be an impetus to continue an important political and societal conversation. Million species face extinction.  Every year, more than 200 species go extinct. If we don't act, species like the ancient elephant, Siberian tiger, and Philippine crocodile will continue to vanish until they're gone. Many people don't realize that zoos play an important role in the fight for wildlife conservation. Cologne Zoo is a modern scientifically-led zoo. We do a lot of research and have many conservation projects, but not all of the people know. We wanted to bring this issue of conservation to life in a way that felt urgent and encouraged the younger generation. The Cologne Zoo partnered with Snapchat to show the danger of extinction. With photo 3D technology, they created digital copies of threatened species. In the zoo, they moved the animals and placed snapcodes in the empty enclosures. On Snapchat, visitors were taken to a dark future in which the animals only exist digitally. The lens is educated visitors about the threatened species and encouraged them to act. The project became national news. Across Germany, Snapchat has learned about wildlife conservation and got engaged. It shows that people do care, especially when you speak their language. I'm really proud about the Snapchat project and we hope in the future even more zooms follow. It's an example of an incredibly proud product because really using the incredible, powerful technology of our camera and the ability to create augmented reality experiences but to really drive a conversation forward into educator audience. Now moving further down the funnel is the second core strategy of the camera, commerce. Product visualization and trying with AR is one of the most common use cases for the technology because of how powerful it is. The Sephora lens enabled customers to try various shades of lipstick and seamlessly move into the purchase funnel on the Sephora website as you can see right here. This is an important time for beauty and personal care brands to think about the camera as a core part of their content strategy for their products, especially as people become more conscious of sampling products in store. And in a lot of this COVID environment as everything's really moved even more digital product trials through the camera we think is even more important even more critical use case now than when this example happened a few months ago. Dior is another example of a brand that not only reproduced our incredible suitcases in AR but made them accessible from the canvas of their postcard. A much smaller and cheaper way to allow customers to try before you buy. As you can see right there an AR suitcase coming out of this card right there we can play around with it and then click on that button to find out more information. Lastly, Polo Ralph Lauren created a dual experience that was both utilitarian and fun where users could see the latest fashion on the selfie cam and flip the camera to then play a game. No matter your mindset you had an experience to engage with. The campaign was very effective at driving sales. Users exposed to both the lens and the snap ads generated 19% uplift in sales on Ralph Lauren's website. So that really further emphasizes the point I was making earlier where combining video and augmented reality really does act as a force multiplier across our platform. There's a real world example right there. And then lastly, AR is an incredible canvas for education for your business and organization. Love the social cause examples seeing Cologne Zoo and now we have World Health Organization another very timely one. They recently partnered with us to educate our audience with critical information on how to stay healthy during the coronavirus pandemic and how to get involved. Through a Markerland's experience we turn global currencies into a canvas for users to learn about the work the World Health Organization is doing to try to stop the spread of the virus and encourage users to tap and donate. Lastly, the customer. The future of the customer interaction is immersive and influential. We believe that brands should own the digital layer around their physical goods. In December we work with two of the world's leading brands to make their logos scannable from the Snapchat camera. So the brands can deliver to their customers experiences and get unlocked after purchase extending and enhancing this moment of joy. As you see right here, McDonald's and Coca-Cola on the snap camera recognizing the Coke logo on the can put it over there, scan it and then it comes out an AR experience. There's the famous Coca-Cola polar bears a highlight every year during the holiday season. I think that McDonald's and Coca-Cola really leaning into this approach of really tying the physical world to the digital world bringing a product experience to life when it's right in your hands. And the last example I wanted to showcase is for Bad Fit Fund. A brand has successfully hit all the three-season camera marketing. From helping people to share their love for the holidays through conversing and starter lens to a complex experience that targeted potential customers to try on the latest items in the upcoming Bad Fit Fund. The customer advocacy campaign where after you see the box in the mail you could scan the box to unlock a marker lens that offers you two. AR isn't just one thing. It's not just for a product trend or a splash of entertainment brands. AR is a format just like video. It can be used in the upper-front and the lower-front. What changes in strategy is the creative application and the way you distribute and target that experience to our users. And I'm proud to say that Stanford has an incredible team that can work with you and your brand to really ideate, understand your business objectives and create AR experiences that can reach all your goals. The next right here is Scalable and Efficient AR Lens Distribution. So given that Snap even from a consumer perspective has been building augmented reality experiences almost for the last five years, we've now created a really significant ability to target, to create bitable lenses, reaching frequency, and actually do national takeovers where for a single day or two days every user in India could see the same sponsored lens. So it really depends on, again, your goals. But again, plugging these AR experiences in the camera into our bitable auction-based environment really allows our clients to see efficiencies while also kind of pushing the limits on innovation and creativity. And then promoting content. You saw that Spotify example earlier. That one you actually could swipe up to an app install but also the State Farm example right here. It's a video where you could swipe up. It takes you into the camera. You'd actually use the lens as well. And now last, let's take a look at a few success stories that we've recently seen in India. Early this year, for the launch of season two of the hit show, Four More Shots Please, Amazon Prime Video wanted to bring fans closer to the show and to connect with their real friends while doing so. All within a lockdown environment. The result, for this core idea, Snap partnered with Amazon Prime Video to build a holistic campaign leveraging two AR experiences. A Snapable, which is a gamified AR experience and a karaoke lens. Along with Snap ads and story ads, focusing on the show's core demo of 18 plus females in India. That was Prashant, our creative strategist and a very talented lip-syncher as well. So here's another great example that PepsiCo did last year around their swag campaign in India. And right here is a direct quote. SnapChat allows our consumers to interact with the brand in the truest sense. It gives them a visual representation of swag depending on the charges they make. Again, very engaging experience. This was right around summer last year and we were really thrilled about the execution we had with Pepsi. Then lastly, Spotify example. As we mentioned, our certified lens creative partners earlier, this was actually done with a partner super fan. This was actually the first ever sponsored AR landmark or not just in India, but in all of Asia. On Snapchat, this was Spotify taking over the Gateway of India in Mumbai to promote the Devoli playlist and I'll let the video do the rest of the talking. We were very excited about that one. And lastly, I'll close you out on, this is one of our spotlight videos that originated in India, but this is actually a spotlight video for Snap globally as well. This was through Snapchat's partnership with One Plus around Devoli last year and really the goal was to bring Devoli to the world. And given you have obviously a large community of Indians outside of India celebrating Devoli, kind of Snap and One Plus put our heads together to think about how can we connect them through the power of AR, through the power of the Snapchat camera during this time. So I'll play this for you right here. It's a fantastic testimonial and great execution. My name is Jasti. I go by Jason. My name is Apnika. I live in Mumbai. I've known Apnika since we were younger. We did everything together. We just got very close during school. I was practically adopted by Apnika as parents. He didn't know us and like, you know, all of the family. Apnika introduced me to my wife. One of my closest friends on my biggest support system. I moved from Mumbai to London to pursue a career in data analytics. Just was been part of the Devoli celebration for the last 15 years. Devoli to me is basically the festival of lights. Symbolically, it's about the triumph of good over evil. Therefore, light over darkness. Not having Apnika around for Devoli is actually a bummer. I know. I really miss him on Devoli to be honest. I was blown away by what Snapchat and OnePlus did on Devoli. I thought it was super cool. I've never seen something like this. And the fireworks. I was instantly brought back home. Having seen the Landmarker they are at the same time with Apnika. It was exciting to kind of share this with Jasu. He was at YouTube India in Bombay and I was at Tower Bridge. We were both looking at the Landmarker celebrating Devoli at the same time. 5,000 miles away. And with that, the future is in your hands. So thank you all so much for taking the time today. We're thrilled to share these exciting updates and the three-season camera marketing and a lot of things that we can do and what we're working on. We really look forward to working with you all and continuing to build our augmented reality and camera presence in India in the future. So thank you very much. Thank you so much Mr. Dichico. It was really a very very insightful and interesting presentation. Now can we have our panelists online if you can switch on your cameras. I would want to introduce I think this is in alphabetical order when all of you are, I mean, as good as it can be. So I have Mr. Ganesh, Director of Digital Marketing Bivo with me with us today and Mr. Bihil is currently leading digital marketing for Bivo India during his earliest since he has been instrumental in setting up digital precedents for brands like Tecma Indra, Samsung and Micromat. He has always been persistent in involving the digital ecosystem and unleashing new digital innovations. His commendable work in the field of digital marketing has won a lot of applause and awards. Welcome Mr. Bihil. Thank you. Our next panelist is Mr. Neel Pandeya Head of Media, L'Oreal a marketing profession with extensive experience in digital and traditional media strategy with focused digital marketing and research expertise. Mr. Pandey currently works with L'Oreal India managing the media planning and buying for its large brands. In his last post, Mr. Pandeya has worked with Unilever and Vodafone along with being the youngest media head in the country for both L'Oreal and Vodafone. He is the winner of Great Visioners Award 2019 and winner of India's top under 40 destructive minds. Glad to have both of you on the panel. A good panel has to be moderated by somebody who understands the subject very well. So we have a very good moderator with us. Mr. Prasanna Raman, advertiser Solutions Lead Snap India. Mr. Raman is Snap's first sales hire in India as an advertiser Solutions Lead. He has a rich experience of over 14 years in the field of digital marketing and sales. He has worked with companies such as Google, IPG and GroupM India and his recent stint was with Facebook India as an agency partner. I am looking forward to this interesting discussion. I think I should take my mic and camera and pass it on to Mr. Raman to take this forward. Thank you, Nadia. We never complain about too many cameras. We are a camera company so we never complain about that for sure. Awesome. So great to have both of you, Ganesha and Neel as a part of this discussion. I think I wanted to jump right in. We just spoke about the three C's of camera marketing. Dante spoke about that. Just wanted to understand what was your first memory of having used camera like any camera in life. We could start with Neel. Okay. I was listening to Dante. The three C's was quite relatable. While I was listening to Dante, I believe I came across my version of three C's which are more relatable because I had a camera in my hand and that goes as capture, connect and create. It's more relatable to individuals and brand marketers also. For individuals, capture the movement, connect with your friends on WhatsApp, online and create memories out of it. For marketers, capture the key visual connect to your target audience online and create stories in the form of campaigns. I think that's more relatable which I felt when I was listening to Dante. To your question about when did I use camera first time, I believe I would be into my school days. I think I borrowed a handset camera of Kodak with those rules inside it and you can click only 30 pictures per roll or something like that. I was going to a trip to Goa and I bought it from my elder brother and he gave me 100 instructions how to use in one thread. If anything happens to the camera, you are dead. While I was on my trip, most of the time I was looking at it I had only 30 pictures to capture. Let me wait for the right movement. By the end of the 30 pictures I realized that I couldn't capture the right ones but I left it towards the end. While I came back and had to pay to print those rolls at the studio, my dad was like what did you do with the camera? None of the pictures are worth. He went for the printing version. I think we are lucky today with phones having cameras in fact 3 cameras and unlimited capacity. It's a theory. You click 10 and upload one. I think that's how we will continue living in the current times. That's my small story on how I would have used camera first. Interesting how customized didn't feature as one of the 3 C's that you came up with considering your coffee mug says wheel on it. So Ganesh, what has been your earliest experience of using a camera in life? I'll go back to my early childhood days. I still remember the first time actually my father used to do a lot of photography. The first time he gave me the same roll camera. I was trying to actually click my pet. I had a pet named Lucy. She was a small comedian that I was trying to get the perfect shot and I did not realize that actually I finished somewhat like the meal. I actually finished the entire roll camera and actually captured the perfect shot. So I really when I think about it and actually when this entire discussion that I was having with the exchange for media when they gave me this topic actually I just thought about it that thankfully nowadays we don't have those roll cameras otherwise companies like us would definitely would never have been in no existence. And I guess the 3 C's that Neil mentioned all about I guess it's all about how digitized the industry has become and how thankfully all digital cameras are helping the brands to actually click capture and I guess upload. And thankfully all your 10 capture 10 then edit 3 and upload 1. Story is actually getting easily manageable in this current scenario otherwise imagine clicking 30 and only uploading 3 would have been a really I think the kind of like everybody wants to go for perfection and therefore that ratio is like really skewed towards 30 lines totally one. Awesome with that background just wanted to understand from you guys do millenials and Gen Z audience fit in your strategy when you are planning for your respective brands. So Ganesh where did you go first? Neil how the industry actually shapes up or now how the industry is shaped up and I guess with the current stream of things and how the market goes moving. Obviously Gen Z millenials everyone has got different set of product lines and different set of offerings that are there for different set of audience. So someone is obviously a little more camera so example if I am taking only talking about our industry someone is actually a little more camera centric someone is going about more performance someone is a little more about maybe the selfie camera. So Gen Z or either you talk about millenials everyone has got a different set of needs. So as a company and as an organization especially an organization which is trying to probably you can say trying to become a big technological leader in the market we immediately have a big challenge of how to create a right mix of a product which can actually offer all the best offerings to either the millenial or the Gen Z no matter whichever audience that we are talking to we should be offering the right set of mix. Example someone might want a different set of offerings or see a different set of performance so we need to package it well and offer them in the right manner or in the right mix so that it could be taken up by the right audiences. So both of them I would not put a particular percentage behind it but yeah both of them are equally important factors. What about for you Meen? If you define the age group of these two which is like the millenials which are born after 1982 up till 95 and the Gen Z born after 95 till 2019 and you look at the absolute number of these population is 400 million each and that comes to like a 65% of the country's population. So none of the brands will have not have them as part of their strategies. I believe that's the first clear answer to your question second clear answer to that is also that these are the guys who are if in case your brand is not targeting these people but targeting the elderly ones these are the guys who are influencing the elders also in the house so somewhere or the other you are indirectly talking to them and you need to ensure that I think Ganesh mentioned that there are certain difficulties in which marketers have in order to talk to them. I think we at L'Oreal have multiple brands who talk to these generations a lot and there are certain do's and don'ts which you need to take care of it I mean and couple of them I would like to mention here is first of them is that you know don't sell hard sell to these guys they want to they will be sold on experience so it's a 2575 strategy 25% of your content time do it on hard selling 75% sell them experience these guys are also all about videos I mean imagine the youtubers or the influencers guys are generated out of these guys so you know if you want to talk to them talk to them in the right way in the right video content these guys love and brand engage with them don't leave them aside I mean reply, respond to their feedback, suggestions there is also a study which says that at the end of the day if any of these generation will purchase a product if after seeing like 5 to 6 reviews minimum they want to engage and lastly I think Ganesh mentioned again was about that these are smarter kids compared to most of the digital marketers also so respect their privacy at the end of the day don't chase them blindly by retarketing and XYZ they know more than most of us so respect the privacy, respect their thing and if you cater all of this thing together you are going to win them for long term. The interesting point that you left with in this answer about you know you can't take them for granted you need to up your game because they are already more often than not they know more than you so considering this kind of scenario how do you keep your brand relevant in this changing times like you know where the whole world is going into is expecting some kind of immersive engagement from brands have you ventured into augmented reality considering the kind of audience that you just spoke about. Okay I mean it's a very contextual question of yes we are into a pandemic which is all about social distancing lockdown and technology is booming these times I mean let's be I read an article the other day which was titled that technology is the cupid of covid and I was like I was surprised to read the article but actually end of the day it's playing that role technology is enabling all of us in somewhere or other in the form to reach out to the customers I mean and we at L'Oreal believe that beauty and tech is a perfect match I mean beauty is all about visual beauty it's all about socially shareable tech on the other side is more about smart phones as Ganesha is working with another organization and it's also about smart phones with camera which is 3, 4, 3 cameras these days so it's a perfect match and we believe the future of beauty is the tech beauty and that's where you know we do a lot and in the current scenario of social distancing and lockdown I mean virtual try-ons are picking up a lot for brands like us I mean e-commerce sales are coming up and if anyone in your house wants to buy a lipstick chain you want to know how it looks on them before they make the purchase on the e-commerce so virtual try-on is playing a big role I think that's how I believe brands are relatively adapting to this scenario and it's the future I believe I think it's interesting time for all of us got it what's it for you Ganesha in terms of keeping your brand relevant in these times like what is your experience been so I'll take a leaf from what Neel said and basically try to connect it back so we are a technology brand we're just trying to be relevant in these times and currently most of the decisions that we are taking and like Neel also rightly mentioned we are into island most of the decisions that the consumers are making actually it's occurring because it's a mix of fear and convenience people example like example like what Neel took and what Neel mentioned that maybe what lipstick shade is looking best at me that's majorly that I'm actually not willing to move out of my house plus I'm looking at a convenience of how do you look at me because normally what's the consumer life like what's the journey I'm used to going to the store looking at it and probably see how the shade looks at me and then be relevant or probably buy it in a similar scenario however we as a brand we have a different set of challenge wherein we have to be a select technology and consumer we are very very high involvement category around 60% of our user are actually doing our properly like Neel also mentioned watching around 6 to 7 reviews before I go and make a purchase and when I say a purchase still being how the industry is our consumers want to have a look and feel of the product before I make a purchase because like example like I just I'm just taking a very basic example like how we are talking I floated my phone Neel fronted his phone we are actually need to see that how the phone looks into our hands and how the experience is of the brand so we have really been trying to do a lot of innovation in this time of pandemic and we have not put our guards down wherein we have probably done something we have launched a product also and I guess we have partnered with partners likes we have done some work with snap also and we have partnered with a lot of work with facebook so we have an AR solution on an unboxing of a product because in our category unboxing of a product plays a lot of role as to what all am I getting how does the product look in terms of the colors the feel the camera experience and all so what we thought was that what if the consumer can't come to our stores what if we can actually create a solution wherein we can actually move to their houses so we created an instagram AR solution wherein you can actually go engage with the brand look at the different colors of the phone look at what are the key us these and why are we actually you can actually experience them also so even if I am talking about the camera usb and anything it can actually tell you what the basic need is and if you are interested we can actually connect you to the nearest store so the intent is that we have to make the user journey very seamless and very very easily adaptable in this time because the consumer is very very scared so what we are saying is that you don't need to step out of your house you experience the product like the product you play with the product and if you like it we will actually connect you to the nearest store and the guy will come to your place will deliver the product you will need to step out so those are kind of things that we will have to probably and I guess the industry eventually moving into that direction wherein we will have to look at more modernized and I would say more consumer leather solutions because even whether it's a millennial or it's a Gen Z they all know what they want here we cannot at the end of the day judge or probably one size fits all it can't be the solution like that so we have to create communications like Neera also mentioned have different side of video or camera video or solutions or maybe look at what we can work with influencers and all but with all these things we have to look at how we are trying to make that problem of the user that is there simpler or probably making a solution or giving a solution to the user I think the clear theme of this discussion seems to be that adapting to the new normal and ensuring that be it beauty or be it for a tech OEM either cases I think giving them a virtual try on in certain cases use cases may be different between the two categories but there is an underlying theme of having to change and step up your game so that seems like the underlying theme of this discussion so with that in mind I wanted to ask you probably Neil when you go first how do you pick relevant partners or platforms when it comes to scaling your business in these times if you can talk us through some of that it's a very common question Prasanna I get to hear when I interact with most of the platform guys I mean but there is no rocket science let's be very honest it will be same for what I will say and what Ganesh is going to answer after me it's very simple the planning is very simple to be very honest there are 4-5 things which a brand guy will look into before selecting a partner or a platform first of all what is the objective of the brand? Brands campaign is it awareness, is it conversion, is it engagement and basis the objective the weightage of platform spends will vary from one object to the other simple second thing which most of us look at is that is my TG available on the platform in a sizable portion 550 million internet population it's obvious that every platform will have all the TGs but is the TG available on a particular platform in a sizable portion that's the second thing I will look at it third thing is targeting opportunities we all know unified measurement unified targeting is not available so the only thing what the platform is giving opportunity to brands in terms of sharper targeting that's the third thing with most of the brands look at it fourth thing is platform's ability to adapt to brands requirement you know if the platform is really not capable to bring in change technologically available then the brand will hesitate to go to that particular platform is the platform available and capable to bring in the change and lastly I am a media guy efficiency is what I need to live with and cost efficiency I put it in the end and when I say efficiency I really don't mean cheap versus expensive it could be in the form of that which platform is generating more business to me and ROI on that basis also is important I think these are the four or five simple funders which anyone need to answer before getting selecting a platform correct I think it's probably a difficult task of answering the question considering Neel said you know you ask anybody more or less you will get similar answer you will get a garnecious point of view on what you think are factors that would matter to you I am really baffled as to what to add because it's a perfect answer what you gave and it's like what I could have add to it is like probably in along with that in adaptability if you have creative capabilities I guess that's an added advantage because that is what a lot of times what marketers have is they have the best platform but not the best creative to run there so that is something that I feed from a digital standpoint if we get the mix right along with the right side of creative I guess it's a win-win for both of us I think the clear takeaway is the bedrock of the whole processes do we get efficiency and efficacy from the platform and everything else is add on like are they adaptable do they have creative capabilities and so on and so forth but Prasanna about efficiency like Neel that probably as a marketer when we come on board we keep all these efficiency and everything as the bottom line or we will not probably look at everything in terms of from an efficiency perspective if I am just taking an example if I am looking at an ER solution I am looking at what my objective is what's the first point that you have to look at is what's your objective if I am looking at an upper funnel solution I can't think of that tomorrow and look and say it did not help me drive more sales it might help me drive more conversions or maybe a footfall to the stores so if I am looking at upper funnel solutions so accordingly I will automatically say that you have to be very very clear on what your objective is and then you have to come by and tell or probably go back and evaluate that efficiency is there or not there but the first thing or the key metric that everybody needs to look at is A, objective, B, statement these two things are very important for everyone awesome so I can't agree more with that last question I think that I would like to ask you guys is to understand do you guys think augmented reality is mainstream already or do you think it's getting there what is your sense because some would say it's the future and some say it's already here we are already experiencing what's your sense of augmented reality is it mainstream already or not in India I will say Prasanna, actually I have been associated with augmented reality quite a lot and we have done a lot of work on augmented reality I guess over the last 6-8 months we have been really doing a lot of work I remember doing a campaign with SNAP also during last Diwali wherein actually we got into engagement and I was just while Dante was talking about the 3 C's and all I was actually looking at the consumer or some engagement that I could talk about so I really remember that campaign wherein we actually got the skylartane thing because we had a campaign wherein actually the consumer needs to send us skylartane and all it had OMJ Jagdish Sharif tune playing in the background so the thing was that at that time I feel AR is something that is new maybe things are happening but if you talk to me today and ask me what's your point of view on AR I seriously feel it's there to stay it's become mainstream and trust you me I guess a lot of brands are going to move to it I have seen at least 4 brands doing the same AR solution but in a different format but the intent is everybody knows that the consumer can't go out and I guess Neel also mentioned that even people are trying lipstick shades so you can understand the importance of how the technology is actually what's the role changing thing that the technology is playing into this entire scenario and I guess I would not say that it's a good situation to be in but I would definitely say that sometimes being into tough situations help us to get better marketing solutions for the first marketing solutions possible in the market Neel, anything you wanted to say Last night we remember 5 to 6 years back when we were in group M and I was at Vodafone and we used to talk at that point of time is digital the current future that situation digital is the current scenario for all of us now the question arise that is what in digital is the mainstream now and that's where ARVR comes into consideration I believe and you know I believe if you see this industry is growing it's growing at 50-60% CAJR globally and India both that's where most of the brands are investing into this industry so it's the mainstream right now and to be very honest why it is mainstream when you realize anything is mainstream when you start seeing it in your surroundings I went like a couple of quarters back my grandma had to do some eye operation or something like that and the doctor showed my grandma everything on ARVR how he's going to do the operation how stuff is going to happen so that's how school teachers are teaching the kids through AR and VR I mean people like us are using virtual triumphs into AR and VR I think that answers fairly that you know AR and VR has become the mainstream and it's there to grow from now and to be short answer to the question which is then awesome awesome so that's all the questions that we had today but thank you so much for taking time and you know joining us in this discussion I think the you know one thing that we are leaving today with everyone is that AR is mainstream and it's here to stay but like both of you agreed I think it's always has to be tied back to a business objective and you know in most of the camping planning so that's what we leave you guys with and Nazia over to you thank you very much really a very very interesting discussion and I think this webinar and all of this is also possible because of the AR and VR and all those things that you guys have thank you Mr. Pandya, thank you Mr. Bair for joining us I now would want Mr. Dikash will come back and take up questions we have flooded with some 20 questions already and if Raman you can take this forward yeah cool thanks Neel thanks Ganesh thank you awesome cool so we might not have time for all the questions today but you know we are happy to take some of these questions between you know Dante and I for the other questions I think we are happy to get back to you over email firstly I think I think thanks for staying you know connecting to this webinar today and one of the first questions that we have today from people that are attending the session today is in terms of you know in the current scheme of things do you think you know the common perception is Snapchat generally has audience which are under the age of 18 is that true for India is the question that we have and one of the questions that we have I can take that so that's a common perception that a lot of people think that this is only teenagers that are there on Snapchat and so on and so forth but data shows us in India that we see closer to 20% of the audience only 20% of the audience are under 18 so a large chunk of audience are still above the age of 18 and these are people that come from densely populated cities and towns yeah we have the TG but we have you know that's only 20% of the TG which is under the age of 18 so that was one question and the second one is Dante if you can take this up what type of ad formats does Snapchat support yeah thanks for and thank you audience for the question so essentially as mentioned a bit earlier in the presentation the two broad categories of ad products on Snapchat are augmented reality and video augmented reality takes place within our camera platform and video takes place either in between our friend stories or within the discovered part of the platform even taking a further step back one just important thing to keep in mind from Snapchat product philosophy perspective is the same product engineering team that designs our consumer products also designs our advertising products so we'll never take a consumer experience and jam an advertisement within it we actually look at consumer behavior see what parts of the app are resonating with our users the most where we're seeing the most engagement taking those consumer products and allowing brands to take part in that experience just to add to it you know in terms of the ad formats that he already spoke about we have lens and filter both are augmented reality options which can be bought through an insertion order based by where you know you can for that one day if you take a national lens you know that would be the first lens branded lens that would appear on the lens carousel on Snapchat when somebody logs in and similarly for filter as well that will be the first filter that somebody sees for that day but it's also possible for you to buy lenses through option which is in bid for a specific lens but Snapchat snap ads and story ads are ad formats that can be bought using a reach and frequency buy which most of you would be very familiar with because you can buy audience you know with a guaranteed reach and also with absolutely honored frequency cap and you can decide what kind of you know frequency distribution is working for you so reach and frequency it comes and with a frozen cpm while you book the campaign and you can also use option buy to be able to you know bid on cpm or any other specific you know bidding methodology to be able to buy snap ads and story ads so just to add to what Dante already spoke about ad formats specifically alright the next question is why augmented reality on Snapchat when there are other platforms offering augmented reality as well Dante if you can take this sure so I think one first thing to keep in mind as we were speaking is we've been doing even though we're a relatively new and young platform Snapchat is 8 years old and a lot of other platforms are older but we've been doing augmented reality in the camera the longest I mean I think that people are talking about augmented reality a lot now in 2020 we were doing augmented reality in 2015 so I think that we just are sample size the data like user behavior how what residents of brands what it doesn't we've had just a longer sample size and honestly more people focused on it and I think with things like the advancement of Lens Studio where we really democratize AR production to the world we've created tools for them to use we've learned quite a bit I think to the specific point of when other platforms have augmented reality experiences too instead of Snapchat how is it differentiated I actually love using an analogy actually persona I think this is one of your favorite analogies that I like to use Starbucks and McDonald's right and think about Starbucks has coffee and they also have a sausage egg breakfast sandwich McDonald's has coffee and they also have a sausage egg breakfast sandwich would you say that McDonald's and Starbucks compete directly with each other no they both have their own customer base loyal customer base and both have their own audience when I think of getting coffee I think of Starbucks first so even though they have the breakfast sandwich I don't think of that I think of Starbucks I think of coffee because that's our core value problem when I think of McDonald's I think of the breakfast sandwich first I don't think of coffee first because the breakfast sandwich is our core value problem so they both have the same two features but Starbucks leads with coffee because that's our core value problem McDonald's leads with the sandwich I would say Snapchat leads with the camera and with augmented reality other platforms may have the same feature and you could say use it but it's almost like McDonald's with coffee that's not why you go to those platforms right like other platforms you go to scroll through a feed or you go to watch influencers or you go to watch funny videos and then you may use augmented reality later Snapchat you have 170 million people every single day using our camera we are the biggest camera platform in the world and I don't think in India you have over 25 million monthly users but they're all used in the camera right how many other apps there are many people using augmented reality in the mobile camera and sharing with their friends every single day so I think that's really how we view it where even though the same features may exist elsewhere it's also what's the consumer behavior why do people go to it and then that's when you even get into the technology innovation like you saw that video with key pan and talking about just creating AR experiences and spaces and all the different things we're working on there all right I think just to add to what Dante said I think that goes to that's the reason why how augmented reality is promoted on other platforms also is different from how it's promoted on Snapchat like for example when I answer the earlier question I spoke about how you can make your branded lens feature in the lens carousel lens carousel we are able to offer advertising options within that because there are a number of people coming to lens carousel on a regular basis because people are habituated to coming to the lens carousel or even use filters to be able to use those enhancements to the kind of content that they're creating which is not possible in a lot of other platforms where you need to find a different way of promoting augmented reality in a roundabout way I think that's the key difference and I think difference is the user's mindset when they come to Snapchat versus other platforms as far as augmented reality is concerned I think we have time for one more question I think that question is how many languages does Snapchat support in India I think it was covered in one of those slides but that slide also had an interesting spot if I add so no one does somebody missed it so that's the number of languages that we support in India is 10 so we started off with Hindi Urdu and then we had Marathi Gujarati and Punjabi and then we later on added the four prominent south Indian languages of Tamil, Telugu, Kannada, Malayalam and Bangla as well as the 10th language so we have Snapchat is being offered in India in all these 10 languages there was a question on can we get sizing for different regions in India I just wanted to some of the brands would have heard from our sales partners in the market which is Tyru or you would hear from me in a lot of these instances that you have a self-serve tool called ads manager with which you are able to buy ads using biddable media apart from being able to run ads to that ads manager you are also able to get audience sizing from that for example if you want to know if you are on Snapchat and stuff like that you can get that audience sizing easily using that ads manager as well so I'm happy to connect offline and when we send answer a lot of other questions that are there which we don't have time to answer today I'm happy to send you more links about where can you read more about getting yourself familiar with the self-serve tool called ads manager so that's all the time that we have today for this question but thanks a ton for tuning in and over to you Nazia Mr. Raman and thank you Mr. Dikach I'm sure I'm pronouncing it correctly for participating and finishing it so much on time thank you so much for joining this was really a very insightful session camera marketing was something which was also very new to me and I really learned a lot today by attending this session thanks again for joining us and we hope to have you guys again on our panel sometime soon thanks again, thank you thank you everyone for joining thank you guys


Hey Psych2Goers, welcome back. Have you ever come across someone who only treats you nice when they need something from you? Fakeness in people can be seen as a byproduct of a society concerned with appearance, but usually it's viewed as a personality trait. We avoid fake people because we immediately think that they're dishonest and selfish.  So to help you be more aware of the types of relationships you surround yourself with, here are 10 differences between genuine and fake people. Now, a word of wisdom. Regardless of the statements or hints made in this video, try to avoid categorizing people. The purpose of this is to inform and entertain, not to be held as a standard for how your relationships should go moving forward. Okay? Okay, let's begin. Number one, fake people dole out insincere sympathy. Do you have friends who only pretend to care about you? While fake people are capable of appearing sympathetic, they often do not show it to others. Instead, you may find that they tend to relish in your failures and feel envy towards your successes. People who are genuine, on the other hand, are often both sympathetic, empathetic, and capable of rejoicing in your successes and comforting you in your failures. Two, fake people avoid accountability. Do they apologize to you when they've made a mistake or when they've hurt you? Genuine people will hold themselves accountable for their actions. This means apologizing when they've hurt you and avoiding lies. However, fake people will constantly avoid accountability, choosing to pass the blame to others or circumstance instead. Three, fake people do not make good friends. Are they there for you when you need them? Genuine people make honest and true friends. They're likely to stick around you through thick and thin because friendships to them tend to mean more than a transaction based on what you can offer and benefit them with. Compared to this, fake people will disappear when you're going through something difficult or when you need them because you no longer bring anything of value or benefit to the relationship. Number four, fake people are usually self-interested. Another difference between genuine and fake people has to do with why they do what they do. People who are genuine are cheerful givers and tend to act based on their values, where they may choose to help someone out because they want to. Fake people will often have an ulterior motive for doing things. For example, they may help someone because they expect the other person to do something for them quid pro quo. The opposite may also apply where they avoid doing something because it doesn't benefit them. Number five, fake people seek to take credit from others. Do they focus on being rewarded for their actions? Genuine people are guided by their beliefs. They don't care if their good actions receive any recognition. Fake people, on the other hand, do not act based on their beliefs, but often rather in the pursuit of recognition. They do good things to be seen and applauded. Number six, fake people tend to not value honesty. Honesty is a core value for genuine people, but sadly not so much for a fake person. A fake person can abandon the beliefs they defended yesterday if offered something more compelling. Seven, they usually lead people on. Fake people often want to please everyone, so they try very hard to make others like them. But in trying to do this, they may end up disappointing a lot of people. And number eight, fake people are attracted to power. Many people like power and see it as a means to elevate their circumstances, but it's not a means to be disrespectful or abusive of others. Genuine people, even when they're in positions of power, respect everyone. However, fake people will seem to be only interested in themselves. They calculate which relationships will be more beneficial for them and only respect those. Number nine, fake people seldom commit. A genuine person's respect towards you extends beyond respecting your idea. They will also respect your time and effort, and so will try to do their best to live up to their promises. However, fake people tend to break their promises often in their efforts to please everyone. And number 10, fake people frequently engage in gossip. Fake people are notorious gossipers. This may mean saying something nice to your face and immediately turning around to gossip about you behind your back. It can be a way for them to make themselves look good in front of others and to attract more friends. So did you relate to this video? Let us know in the comments below. If you found it helpful, be sure to like, subscribe and share this video with those who might benefit from it. And don't forget to hit the notification bell icon to get notified whenever Psych2Go posts a new video. The references and studies used in this video are added in the description below. Thanks for watching and see you in the next one.


What's great in this poll is that every single claim that Dominic Cummings made, the country has seen through every single one. Let's get up some of these. The pollsters ask, do you believe Dominic Cummings had to drive to Durham to get child care help? True, only 25% and only 40% of Tory voters. False, 61% and 47% of Tory voters. So they were trying to make this criticism, oh, this is just bitter remainers and bitter Corbynites criticising Dominic Cummings. Everyone in the country, a majority, all demographics, all political persuasions, they think he is lying. They don't think he had to go to Durham to get child care help. Let's go to the next one, feared protesters would attack his London home. You've got to remember this was his key justification for why he had to go. True, 23%, false, 59%. It gets even more overwhelming. Drove to Barnard Castle to check eyesight before driving back to London. True, 8%, false, 78%. That was the largest disbelief and that's, I think, the most memorable part of that story. The final one left the car and sat on a bench at Barnard Castle because he felt sick. True, 16%, false, 66%. Then there was a general question, is he telling the truth overall or not? Yes, 17%, no, 66%. So I mean, that conference, I'll go to you, Dalia, that press conference of him sitting in the garden where what he thought would happen was that he would put aside his side of the story and people would think, oh yeah, that does seem kind of reasonable. Maybe it is reasonable to drive to Barnard Castle because you've got bad eyesight and maybe it is reasonable. Maybe I am exceptional because a newspaper wrote a bad thing about me and then someone said something bad about me on Twitter and that meant I had to leave my London home. How did he call it this wrong? Yeah, I mean, it's been pretty sort of shocking to watch and I think it's because someone like Dominic Cummings has sort of never had to really be held to account in this way and I was very surprised actually when he decided to do that press conference just because I think he's so often the kind of person behind the scenes who's kind of running pulling the strings and running the campaign from behind the scenes. I always thought that he wasn't very much of a front of house guy but I think he got ahead of himself, decided to go for it and it absolutely just blew up in his face. But to kind of go to this, the polling which is just kind of showing that I think people are becoming really aware of two things. First of all, that gaslighting is at the absolute heart of this government strategy when dealing with coronavirus. They keep making explicit errors and then going back and saying we never did that, what you saw, you didn't ever see it, what you experienced was something that you never experienced. And for me, things like the care home situation was exact, it's like we know that our elderly relatives are dying. We know that they're dying because people have been allowed to go back into care homes after being discharged from hospital and not being checked for coronavirus and not having guidance adequately followed. And then to have the government standing up and with such confidence saying we wanted to put a safety net around care homes. It's this kind of consistent but this isn't just kind of like picking apart policies. This isn't stuff that's happening in the shadows. These are deaths and this is an illness and deaths that are happening that now with quickly huge parts of the British population are being touched by it in some way. You mentioned that figure earlier that one in a thousand people, one in a thousand Britons now when it comes to excess deaths are dying. So this is becoming something that people are being directly touched by and then they are being gaslit by the government and this is going to happen again with schools. The school situation is a ticking time bomb. But when it comes to the kind of question of clarity as well, I think another reason why this government is so poor at just being straightforward. It's not just about the fact that they rely on this idea of if things go tits up, we're just going to try and gaslight people and use the machinery of the media that has been so soft on us for so long in order to carry that out. But I also think it's because the government is just so shockingly out of touch that even for me as someone who's kind of knee deep in politics, it still shocks me every day. So with the liaison committee today, you had to see an MP explaining to Boris Johnson that people who have leave to remain can't access government funds because of the no recourse to public funds law, which the idea that Boris Johnson doesn't understand that that exists is so shocking to me because this isn't some nitty gritty policy issue. This is a foundational pillar of the Tories government, particularly since during the, as part of the hostile environment, ramped up by Theresa May. How could you, and this is something that has ruined, has made people's lives a living hell. How could you, as the Tory prime minister, not only not know that that is the case, but not understand how a major policy like that is going to massively shape how people experience this virus. So I think the lack of clarity is partly cynical, a big part, that we want to strategize our words to make sure that we're just about slippery enough that you can't pin anything on us. But I also think it comes from genuine lack of understanding and lack of knowledge and lack of you know, people are saying that what the, the, you know, something that I see a lot of the time is that we should actually view this through a failed state lens, through the idea that actually the capacity to adequately address this virus when it comes to knowledge, when it comes to infrastructure is actually just not there right now. So I think this question of whether or not this is one gas slide too far is really going to determine how this unfolds and what kind of lasting damage this might have on Boris's government. I want to focus or throw back to you, Owen, this question of what were they thinking? Because one of the things I thought today, watching the liaison committee, yes, Boris Johnson was deeply unimpressive and it was, you know, appalling that he didn't know that there was a policy called no recourse to public funds whereby people who have leave to remain can't access benefits. Bizarre. But what was lucky for Boris Johnson is the format of it was so boring. Like I was really struggling to pay attention, you know, it just looked dull. It was very procedural. Whereas what Dominic Cumming speaking in the Rose Garden, they had managed to make a really bad news story for them into like block buster TV, like because of the novelty of it was really excited. Like, I mean, maybe exciting is going, maybe I'm just a nerd. I found it exciting. Okay. So having him there sort of telling his story, and then the journalists sort of standing up and asking him to and for questions. I mean, what were they thinking? Why if you've got a really bad story with loads of holes in it, and none of it is remotely relatable, would you decide I'm going to make an hour long speech to the public and then let journalists ask me questions about it? I mean, it's clearly gone very wrong. But how did this happen? Yeah, I mean, first of all, just quickly on no recourse to public funds. I'm not that shocked that they're not necessarily aware, particularly Boris Johnson, not not not details, man, I spoke as I think even his strongest champions would say aren't aware about the finer details of the violence they impose on people, particularly migrants, purely, as we know, as a political strategy over the last few years to to try and whip up and inside bigotry to deflect the anger away from those at the top, particularly those who bankrolled and conserved it by. In terms of Dominic Cummings in the Rose Garden, they obviously have a strategy. I mean, let's just let's try and at least at least attempt to kind of dissect the internal workings of their minds. What they would what he was trying to do in that in that particular kind of dramatic moment was to bog us down in the granular details. And because obviously objectively, he broke the rules, everything else is noise. But that wasn't a tentative generating noise. It was an attempt to say that we should end up wrapping ourselves up in knots over, did he why did he leave at that moment? What was the reason he had to go? And that we just we'd end up nitpicking. That was the that was the attempt. And I think a lot of it is hubris. This is a guy who, you know, who was the main character of a BBC drama featuring his successful attempts to win a referendum in which the odds on the odds were overwhelmingly, it seems that Romain would win almost every single newspaper commentator in the country for Romain were going to win, whichever side they backed. This is someone who he was seen as a key architect of a conservative majority, which if we're going to be brutally honest, very few people thought would be an 80 seat majority. And I think I think that I think he's just drunk on his own hubris. I also think and it was a quite a striking quote in the Financial Times, a friend of Dominic Cummings was quoted as saying, he doesn't care what happens to the Tories. He's not a conservative. He has no political attachment. The quote said he didn't care if they sank below the Greens. And I think a lot of it is it's his own affronted ego. It's the fact Boris Johnson himself feels so reliant because he's so weak, so reliant on this one advisor that he's allowed Dominic Cummings essentially to, you know, I would imagine Dominic Cummings call any rational violinist that would have said, don't do that. That will obviously make things worse. But Dominic Cummings himself, his her ego, meant that he almost, you know, any sense of hubris, the sense that he's the architect of the spectacular against all odds of victories. I mean, one, I think the evidence that points that by the way, it's just pure ego mania in his part is, I think we're going to mention it, the fact that in that press conference, he declared that he had predicted a pandemic that a pandemic could happen. And he did that last year. And what's been discovered since is he edited his blogs on the first day he came back from Durham to insert that in those blogs. And the reason he did that, and he made this clear in the press conference is he was so angry at being by the Sunday Times, incidentally, for being accused of being the key promoter of herd immunity, including a strategy of protect the economy, let all the people buy just have the Sunday Times sources someday up that he felt he had to actually amend his box in a completely dishonest way to make it look like not only did he not push herd immunity, he was the only guy in the room who thought this was going to happen, one of the only people in the country who thought this was going to happen. Now that was a lie. That was completely dishonest and is an example of why we can't trust anything he says. But it is testament to his own burn ego, but her ego. So I think it's those three things, a bruised ego of someone who genuinely thinks he's a an evil mastermind, I think he relishes being seen as an evil mastermind, someone who thinks I'm essentially a magician. We are going to move on to a slightly different element of this story, which comes from that same poll. So also containing that daily mail poll was a figure that 65% of the public believe the conduct of Dominic Cummings will make people less likely to follow the lockdown rules. We've already got some anecdotal evidence to prove that. So let's get up a tweet from a London anesthetist. So someone working in the NHS, a doctor, I've now had three people tell me in the last 24 hours that they have broken lockdown citing Dominic Cummings as justification. His resignation is genuinely required as an urgent and powerful public health intervention. People are flouting the rules because he did without consequence. So that's from from the medical profession. We can also get someone who is from law enforcement. So a copper. So this London police officer also phoned LBC to tell his experience when he approaches members of the public who are breaking lockdown since this whole Dominic Cummings row started. Let's have a listen to that now. But a good sort of half a dozen people I spoke to today when I've said to them, well, why do you say that? Why do you say lockdown is over? And they say, well, government can do what they want. And as a police officer, I don't know what to respond back to them. I don't know. We don't speak for government. We just enforce the rules. And I don't know what the answer we're meant to give back is. So you absolutely have come across people. Yeah, you're saying that you absolutely have come across people that have used what has happened over the last weekend as an excuse not to follow the lockdown rules. There are three people who have said that to me today. There are three separate groups of people who said to me today, well, if Dominic Cummings can do what he wants, I actually think two people specifically said him. One person said the government, which by which I ultimately assume he's talking about this, can do what they want, then we should be able to too. So why are you bullying me, Mr. Officer, is kind of along the lines of the conversations that I've had today. This government are used to having doctors against them. They normally have coppers on side. I mean, have they have they lost a loyal base there in terms of law enforcement who was saying, because your guy's broken the rules, we can't do our job properly anymore. Yeah, I mean, but once again, this is sort of not the first time that, you know, you would have thought that given that sort of law and order is such a core part of Tory messaging or right-wing messaging, that you think that sort of seeing high-profile conservatives breaking their own kind of laws and their own rules and their own principles, that doesn't tend to have the kind of impact that you would expect it to have. And I think people, they always manage to find a way to weasel themselves out of it. But I think what is so bizarre about this situation, which was sort of as Owen was discussing, was that on the one hand, we have this portrayal of Cummings as being this incredibly, like this incredible strategic mastermind, you know, who kind of single-handedly took on the establishment and won Brexit. But at the same time, how could how could he be both such a strategic mastermind, but then also be so profoundly stupid as to have a whole public messaging thing that relies on individual common sense. And within that talk about driving hundreds of miles in order to test his eyesight. So I guess for me, what this is, what this has told me is that actually a lot of Dominic Cummings's wins are not so much because of Dominic Cummings, but because of the huge amount of resources that he has been able to leverage. I watched a lecture that he did. I actually watched it a while ago because I was just curious about about this sort of like weird little man. And he sort of talked about how he was approached to do the Vote Leave campaign.  And I kind of think, well, if any of us had that number of resources, then, you know, I just think that maybe we overstate this kind of like genius of Dominic Cummings.  But it really does raise the question because in other governments, also in this government, whenever a high profile figure has publicly broken the lockdown, they have been immediately sacked. For me, this raises the question of what kind of power does Dominic Cummings hold over not just Boris Johnson, but also, you know, the circle around Boris Johnson have rallied quite tightly around him. What kind of power does he leverage that he is able to flout the rules in this way, but also take on his own PR strategy that has been an absolute disaster. And still, it looks like might not be held accountable. But once again, as I sort of mentioned before, for me, the absolutely worrying part of this is not even about Dominic Cummings or Boris Johnson himself, I know who they are. They've showed who they are throughout their career. It is the fact the public health impact that this is going to have, which will result in more deaths amongst the most vulnerable. That is the key issue right now. And that is some that. But I don't expect the government to take the measures necessary because it seems that PR rather than public health is the primary, you know, mission of this government. And if it intersects with public health, great. If it goes against public health, well, that's just how it is as far as they're concerned.