l want to knock on wood. So they go there. Uh, while I like I said, I was talking to somebody that I don't know what happened when I knock on wood, but it's just that something rings directly to my heart, right? So they still go to the store, and then they add it. So what AR has done is one, help us get consumers faster. And what we are also talking about today is, if you go to any of our physical studios, like the physical store, which we call a studio, um, we don't sell a single piece of furniture that's in the studio, right? Every sale happens through the mobile device or the tab in the store. You don't pick up anything from there when you walk out. So we have been trying to figure out that the store is also used as a recruitment to come back to the online journey, or the mobile journey. And hence, um, where we are putting our trust and might next is, uh, using a mobile device itself. If not a headgear, uh, how do we move people to experience VR maybe, right? And the other way to put it is, as we've put it before our ambition is to build a furniture less store, like walk into a store and there'll be not a single piece of furniture. Right. And that's something hopefully soon we get to. Right. So that's a journey. So what do they do there? Walk into the store. There's nothing. They can see how it looks. So the idea was a lot of time for a store. Let's imagine you come to this place, right? If that sofa was not there, but I can still sit here and see the sofa when you talk about metaverse earlier. But the idea was if I place the exact sofa, the exact way it appears, right? I'm not built it, uh, using any other software. Right. That's a good question that you've asked because what that enables for us is today, for example, our stores would be 2000, 4000 square feet. I can have a 200 square feet store tomorrow. Yeah. It's going to be transformational in the way we reach out to the, I would say the deepest part of the nations, right? It enables us to scale faster, get more people to get to the store. So I would say technology would be a core. Uh, I wouldn't say a provider, but I'd say at the core of getting people to furniture and a better home for us. Shatanshu, you've done some fascinating work. Have you moved in from a category, which is, uh, completely easy to deploy campaigns on CPG to an alcohol brand now, but there are a lot of restrictions out there. So what's been the kind of work which you've done on the technology line, especially on AR ledges. By the way, while you were asking the question, I was thinking of this idea. It's fabulous idea. Pepe, the pepper fry mini stores. Sorry. It's a fabulous idea. By the way, but yes, uh, I think it's, it's been a path journey. Uh, I received foods, uh, was more consumer out. Uh, and right now at Panurika, it's, it's again, it's alcove. While there are restrictions, but I frankly, where there are restrictions, there are challenges, where there are challenges. There is excitement, right? Because you can push the envelope and make things happen. Let me, let me give you an example of one of the brands we, uh, and to those of the branding, we actually did the campaign. The context is ICC World Cup. Not that we did well, but it's, it's a, it's a festive or ICC World Cup. Brand is Royal stack, which, which believes in making it large, right? And, uh, what we realized is how do we drive conversations between the product and the sports fanatics, using our products, how do we, how do we bring about and amp up the so-called fanfare and glory. So we created these, uh, packs, which are the AR packs for ICC World Cup. We had, uh, two things on it. Number one, people could experience all the World Cup moments. Right. Right from the winning World Cup of 1993 to 2011. They could experience everything. There were certain moments which were highlights as well, where the team couldn't make it through, but there was some fabulous innings, which people could kind of scan the pack and kind of experience those moments. Second, the trophy. I think it's, it's a, it's a, it's a moment of glory, right? To have a picture with the trophy. The trophy in the, in the, by the way was kind of circulated physically across the world. Being the beverage partner for this event, what we realized is that you can take a selfie with the, with the trophy, right? So there were two, two wrong approach. Number one, to kind of have a pic with the so called trophy. And second is watch the so called moments. What did we achieve? Of course there was the time spent was more than one minutes, but frankly, we penetrated more than three 80 cities in India. Right. And I'm hopeful that as we progress in the later half, this campaign is going to win a lot of awards as well, because it was done really smartly, right? Using the product as the key hero. How many, how, how many times can we think of the product as the key hero? We normally look at events. We normally look at circumstances, but making product as the hero and using the festive occasion of ICC World Cup and marry both using the technology of AR. I think it works really well. So that's, that's one thing which I thought I'll bring to the table. Yeah, I think I was just going through a report which says about 50% plus CPG brands in West, they lean back on connected packaging. And they're actually getting geared for the idealist world as they, as they say. So you need to actually work towards creating one PD and then channelizing it well to deliver campaigns and AR on the pack and gamification kind of helps you create that, right? Now the, now the technology which is kind of underrated when it comes to mobile marketing is this entire space of audio and voice. Not much is being done in that space, but there's some fascinating piece of work which has happened in that space. So Sonam here did a very interesting campaign on for Mahindra. I mean, another very interesting point is you don't need to spend millions of dollars to create a super innovative campaign, right? The most awarded campaigns, they would come with least amount of money which gets spent on it, right? So totally all the brands, when we, when we look at them, they are, they are up for test and learn when it comes to technology. But folks like Sonam, they're very clear when they are getting into test and learn, they're very clear in terms of what they want to learn from that experiment which they are doing, right? And that campaign which is on sound map, if I'm not wrong, that was fabulous. So I thought we should talk about it on this panel. Thanks Neeraj for giving me this opportunity. So everyone out here, if you could just close your eyes for a second, go to that one place in your mind and think about that one sound that is close to your heart. I mean everybody, I'm asking you to do this. Now some of them slept, yeah. Yeah, I mean, I don't want you to sleep for a long time, but just go close your eyes and think about that one sound that's actually close to your heart. Now take that sound, marry it with millions of others and create a music video out of it. This is exactly what we did for XUV Fire Blow. XUV Fire Blow was a brand which wanted to connect with people on an emotional level. Buying a vehicle is not just making a money investment, it's more of an emotional investment, not just for you, for your entire family. And how do you connect at an emotional level with people to make them feel that this is what you need in your life. We were not selling a vehicle, we were not even promoting the brand. All we wanted you to do was to send us a piece of sound that is close to your heart, tag us on the location that you are and we will create a video out of it. All of this done through this simple piece of plastic or metal that is lying next to me, that is going to be with me. That's all I'm asking. And this is what helped us get so many, 5,000 hours of content, of user-generated content which was unbelievable. The amount of consumer engagements that we had was just send off this entire campaign of the rules.  And trust me, this is where we realize that we connect with consumers at a very different level when we do emotional campaigns when we're not pitching or actually selling a vehicle. And this is where mobile technology came into rescue. It got us all of those emotional connects with the consumers. We got them with a music director, made a music album out of it, saw to it that we promoted them and there was an emotional connect because the minute you see your voice that you have shared on a platform with Mahindra coming in a music video, you know that's a part of me in that music album. And that is the kind of connect that we wanted with our vehicles because your vehicle is a part of me. And this is exactly what the entire campaign was all about. Isn't that fabulous the way they thought about it? And I think giving an interesting example that you move into National Park and if there are monkeys making some sound, a lot of people actually posted that. A lot of people posted their wives yelling at them. That's an emotional sound for you. I don't know whether they're going to do the main footage or not, but yeah, it was quite a lot of fun. Now, just taking this audio conversations ahead, how many of you heard about this campaign, which Mondalees did or what Pepsi did, which was a rap challenge with Bachchan, Google Assistant, or Mondalees did a fabulous campaign. They've got this property, Do Nothing Mod, which with their kind of champions and there was this voice skill which was being created, which was top trending globally in terms of one of the unique voice assistant deployments where we made Google Do Nothing. So when you ask Google a serious question and you are into the Do Nothing Mod, Google is going to give you a quirky response back to the answer to the question which you asked Google. And to extend that, Vidya has gone ahead creating a lot of mobile first experiences on Do Nothing Mod. So why don't you take us through all the experiences which you've created? I think the most unique thing about Do Nothing Work that we've done in the last couple of years is that, one, these are mobile first experiences, but two, they would not have existed if we did not have mobile technology. So it's not possible to do some of this work on let's say a desktop or a website version. So you spoke about the Google Assistant piece. The other work that we did very recently, I think if I'm not wrong, last year, was that the proposition of Five Star is basically to say that we want to encourage people to do nothing, have that downtime and enjoy their Five Star at that time. And we literally wanted to reward people for not doing anything. And we wanted to see that, can we create a sort of gratification for the amount of time that people are doing nothing? And the only way to do that was to say that through the pack, again, a connected pack that takes you to a site where you don't do anything on the mobile phone. You keep the mobile phone and the site sort of tracks any movement that you've done there. So whether you're opening any other site or any other window, et cetera. And if you're not doing it for long periods of time, you obviously get coins. So there were people who did nothing for half an hour and got like some C4 coins and so on and so forth. Almost like crypto mining. Exactly. So while the coins are not crypto, but it kind of brings together the Gen Z fashion points. It also says true to the philosophy and it leverages mobile technology because this would not have been possible with anything else that doesn't capture, let's say movement or activity. And it's so personal, right? If I want to offer a hyper personalised experience, mobile is the only thing I can... It works very well here because going back to your original point of how penetrated mobile is in India, anybody can do it anywhere. It just fits every single aspect of the activation that we might want to do. Absolutely. Give me that, I think that's my lucky one. Alright, so another subject which is core to mobile marketing is this entire space of app economy and Vishal is itching to talk about it. So I would let him do the talking on app economy and how is it boomed in COVID era in 4G and how does he see it evolving in 5G? Well, let me try and raise the bar because Neeraj has been talking about 1 billion consumers and how such sexy technologies like AR, VR, Metaverse, they're all getting the consumer giving them an immersive experience. But what has happened because of that in the last two, three years because of 4G and then COVID and because of these technologies consumers have actually started using a lot of apps and a lot of new categories have come in. It's not just e-com anymore. There's lots of categories. It's gaming. It's lifestyle. It's wellness. It's education. It's learning and what has happened because of that? So we're talking about 1 billion. If you look at 2021 there were 30 billion apps which were downloaded in India. If I look at 2022 till now the number is around 35 billion. We are the second largest in terms of app downloads in the world. We are the second only to China. With 70% churn rate? Okay. So that's probably someone like app owners probably would give you that answer but it actually depends on what they're doing on that app and that is where I would come and I talk about what 5G would bring in. But what has clearly happened is that a lot of transactions in apps now is because of what marketers have done with the consumers on those apps and that is where someone like us isn't getting into a lot of sexy technology but we simply have integrated our platform with all OEMs because around 45% of these downloads are not from Google Play Store but they are from respective OEM app stores. We've just integrated it with OEMs you can download you can put your app over there it automatically gets tested by all OEMs if you pass the test it's published on the OEM app stores and you simply promote it from there and you get your consumers. Now what 5G would do is probably give up more personalized and more immersive experience to these consumers and that is where I see the app economy getting another kick and this 30-35 billion would probably go to a 50-55 billion in the next couple of years. Okay, super. So since you mentioned Metaverse let's just switch gears and move on to my favorite topic. Almost all the panels have been doing this here is on Metaverse and Metaverse marketing creating my own meta movements talking a lot about pixel streaming which is going to drive those 500 million and 65% of those 500 million phones which are in the price band of 10 to 15,000 bigger channels. So what 5G is going to do is it's not to download apps not to watch videos but go to do some heavy lifting on computing and that's where you will see telecom upgrading like exactly what US did in 2014 the entire ROI model on pixel streaming out there I don't know whether India is going to go that route nor am I saying that all Metaverse experiences are going to be backed with pixel streaming because it's a very expensive affair but definitely for what you call a concert it's definitely a better platform to try it out so just to give you a quick Metaverse story for India we've activated about 12 plus brands in the Metaverse space up till now and I see a transformation every 3 months in terms of the tech stack and how it's evolving from we conducting worlds first waiting on the Metaverse and getting Coca-Cola to sponsor it to wholly on the Metaverse to decentralized work which we have done for FETI creating a kids of what show and Shetanshu did something really fascinating yesterday which is a zone which he's created on the centerline again so would love to hear about that it's an age of experimentation we're still trying to figure out things of course not do India's first India's first as Metaverse is labeled to be I think it has a lot of capabilities and it's more about the mindset what we did was for Linda Sprite fashion, iconic fashion series which we do we actually made this entire experience borderless for the lifestyle and fashion space so what you do is if you go into the space it's the so called centerline what you see is everything from buying NFTs from the top fashion designers to doing a live ramp walk to kind of then getting certain exclusive passes for the physical event so it's end to end it's one of its own kind of space you're creating and yes happy to share it's it went live I would urge everyone to pass it as well it's the same switch but I think it's as you would understand we are still in the space most of the brands in fact when I was at ITC as well I remember this wedding thing and we did for Fabelle we were discussing with the brand those two the couples we gave them a Fabelle hamper chocolate hamper and it's one of the most costliest chocolate in the country from ITC they got married for that I feel no so again look when things are happening you're not sure what how things are going to be it's good to go in the motion experience, test and then learn certain things I'm sure 80% of times you'll fail but what is important is that gone are the days I would say the world is changing so fast you can't label Metaverse as India's first each time there are a thousand categories and everyone can say India's first that's what's important is to have an objective just to add the hype cycle for Metaverse is over now what it needs is a real utility that is what we are trying to crack with a lot of our brands which is more sustained and long term everyone is kind of a hype cycle created a lot of interesting experiences having said that virtual world is here to stay experiments are here to happen on virtual world and brands will continue to do that and learn right so now we have about 8 minutes like each one of you I would want you to talk about the most promising technology which you guys are foreseeing for yourself in the 5G era in 2023 so let's just start with Metaverse and gaming is such a hot topic with Roblox reading the charge and the new age brand mascots as I say we created something globally called Wendy's Wendy's is a virtual baby she moves into gaming worlds like Decentral and Minecraft Roblox and challenges every gamer is like me and guess what she beats us at that so you will see more and more AI mascots moving into virtual worlds brand mascots and engaging with the audiences out there so what's your take on Metaverse and gaming in the new 5G world and that's something very close to heart you know because gaming is what we typically stand for in the market and so very rightly said when the sort of experimentation stage is gone but the whole concept Metaverse is here to stay and that doesn't mean in future everybody is going to just wear Oculus and that's not where it's going to evolve but what we are seeing is this sort of casual transition so even in this larger gaming space how it transitioned from pure just sort of advertising or banners of videos to then moving purely in game you know as a stuff then NFT started coming in tokenization happened eventually you know stuff moving towards collectibles also their engagement so the fundamental to marketing in terms of the audiences connecting with that audience having an engagement are still the parameters which would remain the space continues to evolve and every year we'll start seeing more and more used cases for more not just evolved people or avid gamers but masses adapting to it and that is where from an experimentation we'll start seeing much more that's how we engage with brands today where a lot more sustainable and continuous activity would start coming into this world so it's not very far off from the way we look at it maybe you know every quarter there would be certain development it also needs a lot of evangelization for the longest time people thought that metaverse is a property of meta like in old days my bosses used to tell me that yahoo belongs to sashi shami kapoor a lot of people used to say yahoo is owned by shami kapoor that was not the case a lot of evangelization is also needed I think Vishal said that but the pace is going to be much faster this time absolutely so moving on with NFTs I would say the novelty value is perished which means the true value is going to get evolved and a lot of utility driven NFT services are around the corners now one of which is what Sonam has done which is NFT for a social cause we would love to hear that on the work which we did on thar in fact that was the first NFT by any automobile brand in that category that's correct in fact it was the first Indian OEM to have NFTs in India does it do anything which is second Mahindra has been a pioneer for everything almost and it was a privilege to have superhero NFTs by thar we had a huge auction by that and we were very happy to donate all of the money to charity in Nani Kali but Mahindra has always been a pioneer for philanthropic work and that's the reason we did this initiative so that we could bring in the light in the lives of so many other people as well and we chose thar as the brand to do that lab guys such an amazing use case alright you did some experimentation on metaverse as well right yes we are also in the process and though that's under covers but as you can see yes under covers and that's the reason we are moving into a world which is evolving day by day so when metaverse was born and now also we are still talking about the whole evolution about metaverse we are looking the same change that is happening in the automobile industry as well today we are looking at hybrids we are looking at EVs and not just evaluating or considering we are actually buying the vehicles and that's where we have to see that today's audience is changing today's audience is not looking at probably just the gasoline or diesel we are looking at sustainability in a huge way and that's the reason where there is a marriage between metaverse and EVs and whichever other new vehicles that are going to come that's the thing so there is a lot of evaluation going on there is an evolution in the entire industry as well and yes as I said there are things that are under cover probably just a little wait and watch till we see what happens so we did Volvoverse which is an XC40 launch on the metaverse which was usually successful on a click off a button you can enter the metaverse you don't need fancy headgears to enter the space that's another myth which is the shit with the metaverse saying that unless you don't have a quest you cannot enter right now you cannot enter horizon worlds without a quest but you can enter virtual worlds almost all of them right yes coming on to Navin how does you how would the entire consumer experience when it comes to shopping change in times to come because when you see commas today has got so many interventions we are talking about whatsapp commas to voice commas to gamification commas to live commas and there are so many variants of it now or using synthetic AI like what Biko is doing with the Amazon synthetic author or digital humans they are being used to drive commas now and just to give you a quick context on all the audience which is resting in your cart right now and you mentioned a lot of them they put the stuff on the cart and then they come to you they want to see the actual stuff and then they buy right this is one of the innovations which we did on an audio platform is when you put stuff on the cart and when you are then listening to music on an XYZ platform the main product which you have placed it on the cart those ads are going to play back at you so that's one of the ways that technology hacked to kind of pokes people to increase the purchase intent and make them drive so how do you see it evolving for your category so I will take it from what you were mentioning let's say the cart piece and then I will go to the others I think the beginning at the core is getting your consumer right I think understanding exactly what would the consumer do if for example they have added to cart but not purchased and are four days since then so I think what we do today extensively I would say a reasonably good job at is maybe understanding this consumer right so I think we spend a lot of our effort and energy and I would say resources as well to get this right I think at the core of if you ask me how is my consumer who's added to cart and been five days since then different from 10 days consumer right and so we make a lot of plans around that so fundamentally to start off with I think our journey is towards understanding the consumer better if you are available online luckily you have possibly everything barring for very personal details of the consumer with you so you basically know how do they behave so a lot of our interventions journeys that we do is just to get this better but that's it I think our journey ahead is about removing all the barriers and the walls in the journey and hence I talk about if there is a physical space that we need to go to how do we make it simpler for the consumer right we build studios we are in 100 plus cities today with about 200 plus stores across the country right and that number I would say literally doubled in the last year right because we said that's important if we need to get to a tier two and a tier three store where people still want more support to make their journey what we are now looking at is if you really want to scale this up further one of the things I talked about earlier which is this entire journey of virtual reality assisting in this journey but the other thing is can we completely take this off can you be at your home and come to my studio right so that's the journey we are trying to make towards so I think what we are betting on are two things which is getting the consumer right exactly giving them what they need and number two is making it extremely simple for the consumer to purchase with us and whatever aids in that journey be it augmented virtual reality metaverse whatever be that journey to do that right so a lot of are not getting into details because again it's maybe under the same wrap right but the idea is the idea is all our efforts currently are towards that ensuring that the key metrics like conversion right and getting them to buy more LTV a lot of those metrics are what we are focusing on and getting that basics right that's what our energy is so we have actually run out of time and in summer we really like it but we will still ask Vidya to round up the conversation for us because she's been doing some fascinating work using synthetic AI not just a category it's not worth forgetting on this panel we should call it out and how do you see synthetic AI getting leveraged with your existing CRM or the entire well to one PD which we are building to drive conversations especially in the 5G era so I think I'm you know it's I'm not the right person to talk about not just a category ad but honestly it doesn't need any more information about it then that's already there in the public but it's a great example of how the right context and the right brand ambassador can just work wonders with you know an enabling technology that just transformed the piece of communication but coming back to the question that you were asking right so for example look at the fact that let's take the example of our gifting so we have a personalized gifting experience where people could can personalize their gifts and buy them this is over and above our regular gifting assortment now a lot of times we realize that you know again same thing right people add to cart and then not go ahead or they're a little confused about what are they getting the you know the personalization element about is it just packaging or could they also you know personalize the product and so on and so forth and these are people who actually want to buy you over and above the rest of other options so clearly there is and this is not something that we do on a regular basis so despite the fact that you know we this is not our core business that people are wanting to do it we clearly want to understand from them you know what's stopping them enable this journey a little better and while there is WhatsApp while there are chatbots etc that can anyway drive this conversation and convert a element of you know a human element whether it is a celebrity or a regular person who can initiate that conversation add elements of personalization understand from you you know you could be somebody living abroad but want to send somebody to your relatives during the Bali and you know you want to get that done in interior parts of India that entire experience can be personalized the way you want and you could bring a human element to it which makes it that much more intimate so for a CPG brand like us you know we don't do personalization at that scale we don't need to ours is about mass personalization you know while it's increasingly getting hyper personalized we still don't do one on one but something like a you know a digital human that you that we saw last week can enable that conversation it could be a participation that a consumer is doing in an activation it could be buying something from us and we can actually do the transaction we could also say that hey you know maybe we are not able to provide it to you but you could go to this shop right next to your home basis the data that you have given us and we can you know you can pick it up from there so there is an element there I am scared of her now so there is an element that the human you know the digital human can bring which is you know which might be very useful to some of the other categories which are high value but we see a lot of value in the CPG area this is a very interesting topic on digital humans so if before him gives me another 10 minute slot I will talk about that thank you so much panellists this was a highly enriching session which we had thank you so much audience you could mail us your questions because she is not going to let us take them thank you so much ladies and gentlemen let's give them a great round of applause and thank you so much to all our panellists if I may have the honour of calling upon the founder and CEO Bobble AI Mr. Ankit Prasad to kindly join us and help us in doing the honours of felicitating all our panellists thank you so much Ankit Ankit we would request you to also pose for the camera the camera would want you in the frame as well ladies and gentlemen let the applause continue what an excellent panel discussion it has been we have had Naveen Sonam Vidya Vishal Svetanshu and of course moderated by Neeraj some great conversations happening on the stage congratulations to all our esteemed panellists thank you Vishal thank you Webhouse thank you so much Vidya and of course a big big thank you to Neeraj for curating this excellent panel discussion let's give them a big big round of applause with this I request all our panel to please come in together for a group photograph Ankit if you could please join us as well ladies and gentlemen our technology panel on leveraging mobile technology for marketing we've had such an excellent discussion thank you once again with this we dive into our next category which is the marketing panel once again a big big thank you to all our panellists thank you so much for your valuable insights and thank you so much for your time with this ladies and gentlemen can I have more audio on my mic yeah we're moving ahead to the next one which is the mobile marketing metrics that matter I'd now like to have the honour of calling upon our panellists could we have the stage please ready so before I call them I'd just like to introduce them we've got the CEO and co-founder of we serve we've got the chief marketing officer of Air Asia India we've got the senior GM and head marketing any commerce of blue star and we've got the chief client officer and office head west of wave maker India so some great personalities who want to be joining us on the stage and I think with the stage looking set it is time for me to call them on the stage ladies and gentlemen with a big round of applause first up let's welcome all our panellists Mr. Deepak Khurana CEO and co-founder we serve Mr. Siddharth Bhutalia chief marketing officer of Air Asia India Girish Hingorani the senior GM and head marketing and e-commerce blue star and of course the session chair being Shekhar Banerjee chief client officer and office head west wave maker India thank you so much Shekhar for agreeing on being the moderator and curating this discussion forward over to you yeah this is up perfect two things before we actually kick into the panel one is they were like four minutes more left for the match so I should say finally what is the outcome I can see lot of you actually watching the match on the screen and that's that's somewhere relates back to the topic of the discussion this is the mobile screen and second is like quite good that we are following up following through after the technology panel as a marketing panel because we means just to set a context when you look at it means there are 650 billion smartphones in the country and if you just leave the less than 10 year old kids almost every Indian has a mobile phone not more than a meter away for almost 24 hours so that's the kind of scale we are talking about of a device which is there in your life and for so much time including now when we are we were listening to the panel we are also watching the FIFA match and I guess Argentina didn't get through with this match so if that is the kind of impact obviously marketers will also follow marketers will also follow where the consumers are so they are doing it but what is happening is the user journey or the consumer journey on this platform has become very very complex and which is making the life quite miserable and actually marketers are asking more and more that how to actually demystify it how to actually see the impact of it does it work, does it not work and that brings to a topic that what metrics matter actually so that's broadly the context and if I can just pick up from the last conversation only metaverse there is top funnel conversion, commerce then there is actually losing platforms social, chatting video so much is happening there's too much pressure on that one small screen if you realize and it's becoming quite difficult so it almost sounds like chaos is it actually chaos or there is a method to this madness you want to take this actually I think there are very few people here so I guess we are going to chat amongst ourselves primarily we just want people to come closer but clearly you guys can come here we can have a great conversation but obviously there is a lot of chaos as you say but I think very exciting times and as marketers I think we should prioritize marketing first not try to become data scientist because the moment we get into too much of data we lose focus of the big picture which is trying to figure out what our objectives are and the objectives haven't changed over the years even when there was television there is television advertising there are certain objectives of each campaign so while there is a lot of madness out there but I think we got to go one level higher and see it from a very broad perspective of birds eye view in terms of what can one achieve and clearly these are very exciting times right now because digital can do so much then whatever yeah the bells sound very well so there is a very exciting times ahead as I mentioned to you because as marketers now you can achieve so much from digital and it's no wonder that digital ad access is 56% of the world it's either overtaken or about to overtake television in the country and I think the advantage of digital is you can do everything possible you can do mass bombarding right so you want to create awareness you create awareness and then obviously you can make clicks that help you create awareness you can do limited bombardings you create a cohort take up Deepak's data of well known customers and you know other open customers see their crystal data and then target them you can do surgical strikes and then you can do micro-surgery right so you can do everything possible and the idea is you have to figure out what is the objective of your you know what do you want to do what do you want to achieve out of that so there's an objective of awareness then you look at certain things and I've heard of people saying that you know on YouTube my CPC was 19 per se it did very well and my first question was on what cohort right because that's what matters digital offers you a cohort right because you mentioned that point I have to say that there's a very standard thing comes up my CPC is X 19 and it is about the industry benchmark I really don't know what the industry means because what is an industry benchmark if you don't identify your target if your target group for example is really really mass you're just you know doing geo targeting you're doing just male 25 to 35 then you know 90 per se could be cheap or could work I think it's still expensive but if your cohort is very very niche you're talking of people who are following the economist or you know who have iOS on their phone etc etc then CPCP of 19 per se would be like amazing right so matrix have to be seen as a trend they can't be gospel through gospel through it should be like you look at data but finally look at what you want to achieve and then take it forward so there's madness alright but as marketers it still boils down to that one simple as we all say the common sense have common sense focus on what you want to achieve digital is right there helping you achieve whatever you want it's like a magical you know bond that you have on a hand in the bed that there was a for you for me to stop perhaps okay but we have a magical bond in our hand I think we should use it to the best of our advantage not get bogged down with too much data use it to your advantage and make you know magic out yeah that's there and honestly chaos is good there's no problem with this chaos because after chaos obviously there comes clarity so there's no problem so that what's your point of view on this one no I agree with everything I mean you're saying so one chaos is good chaos is what allows you to differentiate if you're if you're doing something different then you have an advantage in a chaotic environment and that happens at the mic at the very micro level the you know personalization level where you're bringing a differentiated brand experience onto mobile and therefore causing some stickiness with the customer but it is happening at a very aggregate level to play devils advocate this whole India e-commerce mobile smartphone penetration is growing has been on for more than a decade right all the projections of Deloitte BCG, Bain, Mackenzie etc how fast it will grow and where India will get to we've fallen I mean let's admit we've fallen behind those growth trends or expectations so the projections or the optimism that is there is not panned out yet now that leaves a lot of room for opportunity that leaves a lot of room for opportunity ultimately for large organizations to consolidate the war is not ended over here it is actually this is the battleground for the world and we've seen that happening from the stage at which innovation has happened let's say with a player like Jabang who then get acquired by a Mintra then a Mintra gets acquired by a Flipkart and then a Flipkart gets acquired by Walmart right ultimately the game is going to be in those large 2 or 3 players if you're innovative enough you get a sufficient degree of valuation which allows you to be acquired and the initial guys to exit or you're differentiated enough with sufficient cash flows with very few organizations across the world to win that battleground in the end I mean that's where the chaos will ultimately settle down we need to be aware of what our roles are in that larger chaotic environment find the method in that chaos already by saying how consolidation will be one of the clearly emerging method in the absolute madness and consolidation of matrix also may be because there's too much data there's too much of data flowing actually we often say that we don't understand what works but it's very contrary because the amount of information that comes from signals that comes back to agency or to the marketer it's not funny it's a data overload the information overload I often use a phrase which is called the data dump that is coming in is actually making us data dump because we really don't know to do anything so with that data so what comes in is that is there a way to simplify it as simple can there be like you can say 3 things to look at it or if I'm oversimplifying it then make it a bit more complicated there's too much of data but something that's simplifying that with all this information coming in if you have to step back how can we help marketers to do that and maybe first you're the master champion of all the data that is there I like the context setting out where you guys have created the chaos and told me that listen just now clear the chaos now clear the chaos I think we are living in times where if I were to just probably just dump this down and probably say that I think we all when we look at from whatever roles we play today we are curious enough and we are asking ourselves a lot of questions right from simple thing like okay did my ad which I played on video did it generate enough recall did my ad go to whatever campaign I ran or whatever creative I ran was there the right kind of awareness for my brand did it create any lift for consideration so these are points which are always an interest point for all of us in the practice in which you know we pursue yeah and all these now so that that's one so curiosity for us is increasing okay on the other side technology companies when you call technology companies when you call platforms what we are trying to do is that try to answer that simple question you know try to bring in technology data right measurement and try to just answer those questions and hopefully you know answer it with a higher degree of accuracy okay so that is where the importance of data comes in okay so I think you know if you probably set out an objective and I'll probably use some examples out here okay like when a brand would say that look you know I looking at driving sales okay I want to do performance marketing I want to generate people who are coming onto my site and purchasing my obviously there are couple of ways in which you could possibly navigate that journey you could probably say look you know what I've outsourced this to my partner or I'm doing it internally and I'm going to run performance marketing campaigns on Facebook and search and in that process when you decide the channel then you look at the key data points or the key matrices which matter to you you know you closely look at very simple funnels you will say okay let me look at my click to lead ratio let me look at lead to quality code okay and if I'm in the business of selling used cars then I'm further looking at quality code to inspection ratio as a business okay so that's really one way of defining the journey and at that point of time you are consciously muting all the vanity metrics you want to avoid what is the impression cost out there or what is the CPM out there what is the click through ratio out there those are not priority data points for you you know when you are going down that path so I think one part is that we constantly have to ask ourselves that information and data will be available with us how can we just simplify prioritize what matters to us and try to address that part another example I'd like to talk about is and we've done this at Visa where we basically bring alternate data to marketers and we basically had a use case where a fintech company which is basically selling cards you know and we came up with a strategy with them that look we'll pick up alternate data from our platform and we'll first expose those 10 million customers from our platform on YouTube and we'll run an fcap of one or two on that so that campaign was executed on YouTube first then that same from that same funnel there were people who visited the website and what we also did was we aided the YouTube campaign by targeting the same 10 million users by putting by deploying our 10 million customers on Facebook you know and then nudge them for a sale so the consumer was nudged at that point of time again and we saw almost like a 5x lift on the conversion fund so what people who finally you know had filled up leads so the lead to the application ratio jumped by almost 5x for us and there in so when we put all of this together and whilst we were working with the brand it started getting established with the brand that like it's important to do a full funnel campaign where you're integrating say a video campaign along with that you're running a performance campaign in a very cohesive man so in that scenario again you know it was a learning out there where the brand was only doing performance marketing performance marketing but not really executing something cohesively onto platforms so I think there again now someone would say that what is the data which matters right okay so you really will have to look at saying that look fine I get the right customers I target the right customers from a platform and then I'm following through following the funnel to see what is the the business impact I get you know whether it is people where I can directly see the conversion whether I look at assisted conversions from my campaign so I think we are all blessed in an environment where we have to cut the noise and focus on key data sets I want to add to that because very interestingly Deepak mentioned about performance marketing and again performance marketing is typical right we do a lot of commerce advertising performance because you're in market you're doing a search campaign obviously throwing your impressions so somebody's typing the word with air conditioner you're obviously bidding for that word keyword which is air conditioner then the impressions serve then the ACPC bid finally the CPC will convert to a CTR that CTR will convert to a product page view the product page view has to convert it's a long cycle that you obviously in a performance marketing campaign you'll imagine that you know what happened and what is your ROAS as they call it right return on your advertising spend we'd see it like that as a market currency okay this campaign worked or not but very interestingly we should also see one more thing right because when you're going on Amazon or on Flipkart and searching for air conditioner you may have seen my sponsored listing you may not have clicked on it right you've gone ahead and done that your entire performance marketing you know funnel doesn't measure that impression that I served air conditioner for example my sponsored listing you didn't click on it my entire funnel didn't capture it at all but so many million impressions got served at no cost so many people saw it only when you clicked it when I clicked but when you didn't click it it didn't get it right so that's one more thing you want to consider beyond the funnel because you know these are impressions serve you have created equity everything will not get converted there and then you know they take a 14 day attribution somebody takes a 30 day attribution always also treat performance marketing and I've heard this quite often saying performance marketing does not go with brand building and brand awareness actually they do because you're creating impressions in your consumers actually searching for a particular product or service and again you know again with the performance marketing you have branded keywords you have generic keywords and you have competitive keywords and again you know it's very easy because somebody is searching for a star egg conditioner and I'm doing a sponsored listing there obviously performance matrix would be great and then the agency would say wow we've done a super job we've done a super job there you know C or ROAS and C or ACOS it's gone down but finally the proof of the bidding putting would be the competitive market right when somebody is just typing a generic keyword or a competitive keyword like an LG AC or a Voltage AC for me and then me getting that you know customer to click and that customer eventually that is the proof of the bidding so we've got to look at it all holistically it's not like white or black it's all gray out there and like I said before let's not put a data lens to it let's not become data scientists let's look at marketing you know in the true sense of it you know for this group I must tell you we were there in another room waiting and watching the football match there while we were waiting to come on the stage and we were cracking a joke about how the first kick or the first click was amazing after that the assist actually failed at the final conversion completely leakage about a puddle there was a one goal which was happening and they made a mess out of it so we were joking about that so yeah it's almost visualize it like a football if that assist is not there right if the right person is not there at the right place it will never convert and that's basically the summary of the long discussion we had watch football which is okay moving from there actually this is Siddharth absolutely down your alley I wanted to ask you because you're working in one of the most complex marketing ecosystem when it comes to digital marketing itself there you have like demand creation in a different platform demand conversion on PCs and laptops versus creation will happen mostly on mobile the browsing and all then obviously the super complex business structure also that we were talking about it so when it comes to heart matrix business brand matrix and all are we seeing mobile screen actually standing up because we're expecting a very small screen to make a very huge impact are we seeing that you are it depends on how you want to look at the data and what I mean what metric is ultimately that you're focusing on right if you look at look at it with a longer 5-10 year horizon and you see what is the digital spend I'm doing do I want to spend on say performance marketing for something as simple as daily Bangalore flights or do I let the aggregator who is also not going to get a return on that investment but will drive his valuation by user acquisition right so it's what the telecom companies have gone through over a period of time right your R4 or your acquisition and number of users is what is driving the value which is not profitable if somebody else is willing to invest money to grow the market for me and bring in more consumers they're more than welcome to do that right unless it's at the cost of a long term stickiness that aggregator or platform and by aggregator include the Google's and you know the intermediaries of the world right from the thought that occurs in the consumers mind to the actual market and the way we are looking if you look at the initial months just after the first wave of the pandemic purely because of cash flows our entire industry stopped spending right there were no flights being booked so we stopped spending which meant we stopped spending on performance marketing digital advertising consolidated across all of us nothing changed in share of search or market share right when one player starts spending everybody has to spend to stay alive but if you step back from that you realize actually there is no value being added by Google outside of the core value of organic search beyond that yes they will say okay fine now I have search results now you pay me to display your ad hire and then I'll get somebody else to pay to display their bid hire so ultimately what really matters yeah it's just created a big you just created something in the middle sucking money away from the ecosystem from the consumer as well as from the brand right which in the long term you don't need therefore is a stickiness with the experience that you are able to provide because as a brand you stand for some experience you stand for some product or some service quality that you want to be able to translate which is not there in the mobile screen of today it's an undifferentiated booking journey if you actually want to stand for something create a differentiated booking and search experience which is a transference of what you want to deliver as a brand and that's your pure metric what is the NPS core for example loyalty member on my mobile app versus the score of the safe member booking me through an aggregator this is one of the most fabulous and real life example you can actually get to because in such candidness nobody will talk about what it does in short term and long term shape thanks for sharing this that's a very powerful one moving on I can see the time ticker has suddenly reduced I guess but nonetheless I will try to speed it up and close on this one one of the important point is when we talk about this entire mobile marketing ecosystem so much of muscle memory that we have built over a period of time we know it's getting a bit disrupted now with lot of policy changes whether it's by platforms like Android, Apple or by government policies coming in and it's going to change a lot of things around and marketers are likely to lose their edge how they actually market in future for all the sexy things on technology it can impact a lot so maybe you can actually touch upon it a bit in terms of how they actually maintain the edge what is something they need to do now that they are compliant at the same time they don't lose the edge I think every time when we speak about any change and when we go through some big shifts in the market it presents a new opportunity so I think this massive there obviously when you are talking about it you are talking about a future world which is a privacy-first ecosystem and a privacy-first ecosystem which enables you to do responsible digital marketing to your consumers that's really by and large what we are looking at and when you talk about any global platform or any particular platform whether it is a global platform or a local platform I think at the first level the platform and the consumer the relationship which exists between a consumer and a platform needs to be respected and that respect will start off with a fairly explicit consent of how the consumers data is leveraged by the platform like for example if I were to just and there is a bit of consumer awareness which is needed if we were to like probably ask anyone on this room and if I can probably ask people on the same panel itself that how many people would have cared to read the privacy policy on Amazon when you go and shop has anyone read the privacy policy of Amazon when you go and shop on Amazon none of us or maybe one of us right so now you're basically saying that so what does the privacy policy of Amazon really say you know when you go and shop on that platform yeah so it really calls out that look guys as you spend time on the platform we are organizing you know customers in an anonymized manner and we are creating a cluster called interest based ads okay now they go ahead and define that that what is interest based ads and they also mention that on the platform that look we will do collaboration and partnerships with marketing technology companies where we will share with them anonymized profiles of customers we would not share your PII information we would not share your number name anything it is just interest based cohorts which are anonymized and that is those interest based cohorts will be leveraged by them and the marketing technology partner to serve you with ads not just on Amazon but off Amazon now this is what is mentioned there okay now similarly practically any other platform will have their own privacy policy or terms of service and they would call this out okay so I was coming to the point that one yes the platform is engaging with the consumer and calling it out on the other hand the consumer instead of complaining should make the effort to go ahead and consume that policy as an ecosystem as an industry as a responsible industry we should all it's like you know when Amphi runs a campaign and says invest in mutual fund but it is subject to certain risk fair enough and everyone is aware about it so I think at some level the industry should come together and probably do a campaign with consumers and in that case whether it's government or any other body which tells people and makes people aware that any platform whether it is a telecom operator, whether it is a retailer whether it is a utility platform read the privacy policy or be aware about you know I think in like as people do that that's when the trust and the consent comes in and I know that when he's looking at me right now he's saying that we will map up the question but we will just attribute all of this to the E4M team because they dragged us there's a timer which is blinking right here suddenly the clock was like ticking very fast 30 minutes and then switch to 5 minutes we start clock here which keeps telling us whether we over time switch fine but the 30 minutes 10 minutes and I will also say that when we walked and there were only 7 or 8 people in the room so you know when we were searching words we said listen how do we engage with only 7-8 people in the room so as the crowd started building up we said we are in a reset mode we got into the vibe of speaking on that lovely note I think let's wrap up because she took another step out into the stage making sure we just wrap up we've taken over they can't do anything thank you so much everyone for listening to us and on this note I will say one thing on the last question that I asked just to wrap up the marketing people how they get the edge maybe I can close on that notice there's a lot of the marketers need to invest a lot in their ecosystem to build infrastructure for the infrastructure to manage the consumer data and once that infrastructure gets built up and connects back with the platform they will be much more effective some industries are already ahead and I'm sure your experience on this your experience on this obviously will be very very rich but there are huge CPG world and many other categories where they have not even taken the steps and if they don't they will actually will not be as effective marketers in future so they need to start now they need to invest in technology and capabilities basically partner with people like us on technology and capability but just manage your consumer data that would thank you thank you you know I think Deepak when you were saying that there were few people at the start but look at what you've attracted you and your panel for yourself you're seeing many more people right now we just say we can we just goes to say the part of your content so thank you so much on that note if I could have this co-founder and COO of Pocket to kindly join us and help us in felicitating our panel ladies and gentlemen a warm round of applause for web help thank you so much and if you could have the team to present the mementos thank you so much Girish for joining us ladies and gentlemen the senior GM and head marketing and e-commerce blue star of course Siddharth Bhattalia chief marketing officer Air Asia Limited Air Asia India and then we've of course got Deepak Khurana CEO and co-founder of Visa and our session chair Shekhar Banerjee chief client officer and office head west wave maker India and with this if you could have the entire panel along with Bebha if you could just come in the center for a group photograph the hashtag screenage moment right there for all of you a big big thank you to our entire panel for joining us thank you once again on that note you've all been very kind with your experience thank you so much thank you Girish so on that note ladies and gentlemen for our final session before we move ahead to our awards and let me tell you this final session is going to be impactful we're talking about how can brands leverage their fan base to build a bigger brand recall now this is going to be a small and a quick session but a rather very impactful one we're looking at calling upon the co-founder Fandrim Samridhi Katyal and senior editor exchange for media and business world Rohel Amin to join us Rohel and Samridhi we're looking forward to a great chat ahead hi Samridhi I hope you're doing great I'm good so with this ladies and gentlemen requesting you all the final session how can brands leverage their fan base to build bigger brand recall over to you so I make it you're to answer yes or no okay something like that okay so final you know so we had a day long of you know discussions conversations we have touched upon all the aspects of the mobile world the streaming world and everything else but there's one more connect which is the fan you know people who like you know we all go to insta pages facebook pages twitter how many likes isn't it I mean how many times do we visit our pages and see that how many people liked our content and shared our content and that's a very critical part how can brands quickly coming to that question you know leverage their fan connect to build greater recall what is the fandom story what led to fandom how are you helping brands in that thank you so much six questions then one go yeah so thank you so much for this opportunity see the whole idea from last two hours I've been listening to the final discussions and people presenting everybody keeps focusing on consumer as a whole you know to map up for marketing right but the biggest difference is that 20% of people give you 80% of leverage whether it is for content of a brand right so why don't this is an opportunity for brand fandom gives an opportunity to brands and celebrities and broadcast just to identify their top 10% or 20% of fans for anyways doing free marketing for them right these are the people that you need to identify recognize what and learn from their behavior to tell to better marketing there are no platforms in which you can recognize that who is a fan fan is a very different person from an audience right fan is a person who goes and talks about your brand who's an advocate who's a defender who's an evangelist about your brand right so that's the biggest difference between a fan and an audience and in today's world where there is this huge thing of being a goldfish right when there is no attention span you want to hold on to a fan rather than an audience right nurture them reward them and learn from them to leverage marketing or make better content so if you see the existing environment and the way fans are being leveraged or engaged by brands how is it like what can be improved in your opinion first of all I don't understand that how do you define a fan and an audience right that's what fundamentally from this thing differentiating a fan from its audience fans are fans are these days creators and designers and community managers and you know these evangelists these people have to be identified and there's no platform instagram subscribers and followers they are not necessarily your fans I may have like something I have become a follower right not necessarily I'm a fan so it's a huge difference so the fundamental difference that Phantom is trying to bring is to differentiate between this audience and a fan so fully gamified platform to understand people who are engaging more they get more points those points can be then waiting for rewards and on behind that beacon on behind behind the whole thing on the data analytics parts we are able to identify graphically that who your fan is what the need of the fan is rather than just by saying there is a 35 year old build from Delhi you don't get to know anything about that from Instagram or Facebook for that matter right so this is where the fundamental difference is knowing your fans leveraging what they like in building content or marketing campaigns around them so what has been the fandom story so far I mean do people tell you that some of you are ahead of your time and this is Greek to us I mean have you faced such issues while explaining to potential clients what you bring to the table so not really you know we believe that this is exactly the right time with mobile internet exporting data becoming cheaper and people having a voice on everything right that's already be a part now we want to give them specific voice to the things that they specifically like so people talk about content on various platforms they have their own whatsapp booth they have their own communities online forums and so on but they are scattered and fragmented neither a broadcaster or a marketer gets to go who's the person that they want to capture or target or identify as a fan so in fandom what we are trying to do is make that difference give fans their own platform to communicate be a creator and have their own voice and most importantly recognize them for being who they are and validate them for delivering to their community or the brand or the content for celebrating themselves last questions you know on this forum fans and mobiles go together that's what we believe can you explain how does it actually how do they go together fans and mobile go together because these days everybody is carrying a mobile you are a creator by creating a photo you are an influencer by making a blog or a blog as you say so everybody is a creator mobile has become the most essential part of creation so that's what I was talking about today's fan is not merely an hysterical teenager he's a creator, he's a designer that's the skill set that people have developed in the last 4-5 years that needs to be validated and they are anyways doing it out of love for the brand but brands or broadcasters need to come forward and now validate them for being a fan and it goes hand in hand finally how do you plan to make fandom a bridge between audience and industry why do you see fandom over the next 2 years? so it's a very good question the whole difference is that in the earlier days there was a whole system where a fan would write to a broadcaster where we had a pure box number and the broadcaster used to dedicate a full half an hour show to actually read out the letters that were sent to the broadcaster so in today's world the more communication is out there the more fan is so we are trying to create that whole ecosystem where audience can have a better feedback with the broadcaster and it's the need of the R less than 5% of content that is produced is successful because we are not hearing the voice of a fan we are not hearing what people are wanting to watch so there is no feedback loop so this is where the whole 360 degree ecosystem comes together and we join two fandoms absolutely wonderful for bringing out the fan side of the conversation and moving on that fan thing anyways with round of applause for Simrithi and thank you Simrithi for sharing your thoughts with this Ruhel if you could help us to felicitate some Rithi we cannot let you go without an official felicitation from our side can the team please bring in thank you so much always an honour and thank you so much Ruhel for curating it so excellently thank you so much god bless well with this ladies and gentlemen we request you to please stay tuned as we've got the marries coming up which is the awards night we request you to now please if you could take in your belongings we are having the entire place revamped for the awards and we request to re-register for the awards as well so thank you all for being such a kind audience let's resume back sharply at 6.30 Indian standard time how can let's celebrate excellence in our work thank you so much the e4m mobile awards the marries 2022 requesting all of you to join us back inside well Mumbai is known for its energy and I want all of you to join us back in the main area we're going to be starting with the e4m mobile awards the marries 2022 we request you all to please join us back check well ladies and gentlemen I was just looking at the clock and the clock says it's time for excellence firstly welcome to all of you all our leaders all our stars today before we begin marries 2022 I know we can see a lot of trumpets in the room and it is time for us to put that to use when I just say 3, 2, 1 and I ask you are you excited all you got to do is translate that excitement of yours by playing the trumpets Mumbai are you up for that all right ladies and gentlemen are you excited could be a notch better can we give it one more try all right can I get more audio on my mic all right are the count of 3, 2, 1 are you excited perfect thank you all for participating on that and ladies and gentlemen with this it is time for us to move ahead with our awards all right a very good evening ladies and gentlemen and a warm welcome to the 8th edition of the e4m mobile awards the marries 2022 well exchange for media has formulated the mobile awards the marries with the aim to provide robust and an accelerating platform to propel the mobile marketing sphere in India ahead involving the industry in healthy competition marries was established in the year 2015 and exchange for media mobile awards the marries acknowledges and recognizes all such marketing stories that employ an effective mobile marketing strategy done in India and will be equally judged on innovation concept execution and results by a highly experienced independent panel of the industry of course it is aimed to rejoice teams practitioners and the organizations that have exceeded landmarks and have been able to deliver successful business outcomes with the help of mobile as a medium as of today marries is the most valued award in India and is considered as a true symbol of excellence well we are happy to share that we have received an enormous response from advertising and media agencies along with the brands given their fierce efforts to grapple with the same ladies and gentlemen let me tell you with over 57 categories we have received 650 plus entries so congratulations to all the ones who made it well my name is Bhavna Bhatia and it's an honor to be the host for the evening I remember last year marries was great and I'm sure this year the marries is only going to get a notch higher in excellence as a courtesy to our fellow delegates we request you that once you won the award of course keep hashtagging marries but also during the course of the event if you've got any urgent call to take you may step outside for the same but before we commence I would like to acknowledge our partners without whom the event wouldn't have been possible our presenting partner being ABP live get to latest updates and the fastest growing news platform of India all you got to do is visit www.abplive.com or download the ABP live app co-powered by bobble ai which is world's largest conversational media platform we're talking about we serve with 550 million plus user profiles and 600 plus attributes we serve is India's leading audience data marketplace bringing alternate and reliable data to enterprises for richer consumer insights and actionable marketing efficiencies across retention brand and performance marketing goals driven with a purpose to democratize the customer intelligence from any enterprise we serve helps an organization unlock the maximum value of data of course we'd like to thank Magnite and our co-goal partners being pocket animined which is APAC's leading mobile advertising platform our innovation partner being the performance redefine programmatically and our OEM partner being more car technology let's have a look at the 80s you can share stickers with your very own face and any customer message have a big laugh or a big anger well bobble gives you big mojies regular black text it may work for some we don't judge what works for us though is the pop text bobble lets you use personalized branded stickers gips by strategically and contextually integrating brands and conversations happening on whatsapp facebook and other social or chat messaging platforms across the country hybrid smartphone user spends 25 minutes of their daily 3-hour screen time from their keyboard since you spend so much time with us we understand you and work towards only showing you content that interests you and before you say it no your privacy and security are not an issue all your data is anonymized before being used so you don't need to worry about a thing our wide array of patented and patent pending innovations as of content tech language tech and keyboard tech will help you stay hip to the ever evolving language of the digital world and we made sure you can use it in an expressive and personalized way bobble has made conversations human again vServe audience pro India's most authentic and holistic audience marketplace vServe audience pro is the game of endless possibilities giving you access to 550 million plus deterministic user profiles with over 600 attributes and that's not all here it from vinge of friends too we had a long standing relationship with vServe where they helped us lose deterministic audiences to scale our campaign on facebook with significantly better options and now trying their self serve audiences campaign and the journey has been nothing less than spectacular hey we've been using vServe since quite some time now the precision audience targeting using which data set he was on the print outcome across the category and across the campaign so create success with vinge today so with this ladies and gentlemen let's give a big round of applause to all the partners who supported us in our journey today with a lot of conversation going on and the bus being around that's what maddie's is all about I wish you can take this up also on your mobiles with our simple hashtag hashtag the world the world the world the world with our simple hashtag the maddie's and let's get that trending and let's applaud one another ladies and gentlemen on that note it is my honour to now pressy call upon and request Dr Anurag Batra chairman and editor in chief exchange for media and VW business well to say a few words let's give Dr Batra a good round of applause I'm telling Bhavna it is dangerous to stand between the awards and an audience so I would make my address very short I just want to say that business is about disruption today thanks to Deepak Kurana I watched 30 seconds of a football match and Deepak was supporting the kingdom of Saudi Arabia that's why they defeated Argentina but life is about disruption mobile marketing can help you do disruption are awards are done through a jury process you'll see the jury and you'll know our jury chair and jury members have done the honour of selecting the shortlisted entries and the final winners I want to there are lots of friends in the room I know Deepak started in mobile marketing even much before we started our mobile initiative but I have a global visitor here in Kerry Kerry is the global chief commercial officer of true color well thank you Kerry for being here I can see Deepak I can see my friend Mandip lots of my friends in the room I won't take the names but we had a day full of conversations demonstrations and you know examples and insights right from Mr. Tyagaraj and a blue star to Jirishov PNG and so on and so forth startups like IWM Buzz Fandrum people are doing amazing work and some pioneering work in this domain showcase what marketers and brands are doing to build businesses I think the future is changing every quarter mobile spends are growing next week we launch our E4M mobile advertising spends report and there will there are some predictable things and there are some new things as I said I'll keep it short I wish you luck have a good night meet your friends have a good time for those who didn't win or but were shortlisted I'm sure when you see the winners you'll get inspired and our awards are honest but our awards are done through scientific process but they involve human beings so they're close to perfect nothing in this world is perfect I'm Hindu the only thing perfect is Lord Shiva right he's the only nirvika so really awards by nature are done through a process and we follow that process whatever comes out through the process is welcome so all the best applaud louder have a good time good evening thank you so much Dr. Anurag Bhattra well ladies and gentlemen on that note if I may have the founder and CEO of mobile AI Mr. Ankit Prasad who's going to be joining us to sharing his view on building a future proof digital strategy let's give Mr. Prasad a big round of applause okay good evening friends good to see a lot of young marketeers here you know the room filled of young marketeers I thought I just wanted to share one fact from my life I'm a college dropout I dropped out from IT Delhi and you know why because I hate lectures and that's why I don't just hate listening to lectures but I also hate giving lectures that's why I thought you know today you talk to young marketeers and talk to marketeers because that's what we do at mobile AI we enable conversations right and through mobile AI how we enable conversations and fulfill our brand objectives today in detail you know we are going to discuss about it so a quick introduction of mobile it's not working it's not working I think there's some lag sorry for the interruption a quick introduction of mobile we are a conversation media platform which is meant to enhance your smartphone conversation experience making it much more expressive localized and intelligent and we do that with a lot of deep tech innovations right if you haven't tried mobile yet you can download it on your phone and try it yourself it's amazing it's so much fun you're going to love it for sure okay so when we talk about future readiness from our perspective when everybody has different thought process from our perspective we think that as a marketeer we need a beautiful mix of data content engagement and technology innovation until we have that beautiful mix it is difficult to call ourselves future ready right and that is why we thought that why not start building strength around these four key areas right data content engagement and tech innovations and I'm sure you would agree with it right we're going to show you can we move to the next slide please we're going to show you how a strong data strategy can be so much powerful can be so much impactful in your marketing campaigns right I think when we talk about data strategy one of the most fundamental question is how do we identify a consumer uniquely right there are a number of ways to do it phone numbers, email IDs cookies and what not but in this changing world I'm sure all of us are carrying a smartphone in our pocket and that is why we believe that mobile ID is something which is which could be a deterministic way of identifying a consumer right can we go to the next one and if you look at it why mobile IDs it's very simple in the world of cookies you can only track one session you can track mobile IDs you can track across sessions right mobile IDs comes for real users using the real handsets cookies can be for bots and then it allows you to connect cross device understand the consumer behavior across the devices be it smartphone and across applications as well right the different applications that people use on the smartphone and I think how mobile IDs provide much more reliability in order to identify a consumer uniquely right and we thought you know given that in a smartphone one of the one of the most necessary tools and I'm sure you would agree is a keyboard right it's a must and keyboard is used across different applications for making searches for cab booking products on Amazon for downloading applications on play store and what not people are subconsciously investing their 30 minutes every day cumulatively on the keyboard they're making more than 100 sessions on the keyboard right there's so much data that the keyboard generates which is unbelievable unmatchable right just imagine if we can couple that mobile because each mobile has one ID and each mobile has one keyboard and so you don't use two different keyboards at the same time right if you combine this mobile ID the power of that unique identifier and the power of a software which is omnipresent across all consumer journeys on smartphone that's when the magic happens every input that goes through the keyboard carries multiple intent I'm sure there must be a whatsapp group where we talk about spending the next long weekend in Goa of course we're going to book a flight ticket we're going to book reserve hotel, book casino I don't know right so every mobile input carries multiple intent which leads to multiple decision making right and these keyboard intents can be processed to derive in depth user intents user insights right and this can be the source of fuel for your innovative marketing campaigns in the interest of time we cannot go deeper into how it's done you know what tools to be used etc etc but I just want to leave you with this thought that just imagine how powerful the keyboard software which is sitting in your smartphone is right and how much value can be derived from this data which is across different smartphone journey and that's why at Bobble we started making this data intelligence as a service as an offering to the marketers like yours right and this data is backed by 80 million plus users of Bobble portfolio of keyboard I say portfolio of keyboard because we work with various smartphone manufacturers and we have multiple brands to cater to different user segments we have got something called Bharat keyboard to cater to tier to tier 3 audience Bobble is more like a flagship product we've got Mint keyboard for all the Xiaomi devices Geoni keyboard for the Geoni devices and so on right Consolidated 80 million plus users reach in our keyboard which can be used to drive various things like market intelligence if you want to understand how is your brand or how is your product you know the market that you are catering to how is it shaping up how is it evolving with time right or for example how do you how does your metrics benchmark against your competition metric predictive audiences creating an audience cohort that can be used for programmatic advertising right getting more return on ad spend identifying users just imagine people who are searching for Pizzer on Zemato and let's say you are a Pizzer brand and you want to target them during IPL and Hotstar inventory how do you do that right just imagine those users who are searching for Pizzer on Zemato can be created as an audience cohort right and given some other filters like you know who have Hotstar installed on their phone their cricket lovers etc and then doing their targeting on Hotstar the results are unimaginable we have seen increase in CTRS high as 4x 5x 9x in certain categories in OTT category especially data enrichment I'm sure many of the brands already have already possess first party data which they cherish I mean it's an asset that they are building and I think all of us are now very conscious about creating that repository of first party data and you know trying to harness the maximum value out of it but is your first party data complete right or can we make it even more holistic by marrying your first party data with a keyboards data and then letting you know how your consumers are behaving on smartphones for example which games are they playing what kind of products are they purchasing you know what kind of travel patterns do they have etc etc and finally identity resolution I'm sure unique identifier bookie ID, phone number email ID is so scattered right now can we resolve this identity and do the data enrichment together using mobile ideas and key identifier across 80 million devices where Bob is present there are various use cases of that data as a service coming to the content part of the future readiness right I'm sure it's easy to understand the value of data because it's tangible and many a times some things which are intangible you know doesn't really click that easily but if you look at the kind of formats of content available in social media in conversations in smartphones there is a variety of format right and how do we choose which format is the best format nobody knows it's debatable right it's never ending debate which content format is the best format but one thing which is tangible and which is factual is the fact that there is a format of content which has the highest reach as high as all the content all the other content formats combined together right you pick up insta post or facebook post twitter tweets youtube videos and you combine the reach of all of this to get what we call as conversational content the reach of stickers gifs emojis and memes it's unimaginable right and if you look at these content which are look at these conversations which are happening on smartphone brands are already present we don't claim that we bring brands into conversation brands are already there I mean when I used to chat with my friends in college they used to say that we go to magi they don't say we eat noodles or when I talk to colleagues I don't say coffee we go to a coffee shop we say Starbucks brands are already there what is needed is to amplify that presence is to give some visual vocabulary to that presence is to communicate messaging and core values of the brand to the tg who is talking about them and this is what we do through a you know a technique or a marketing technique we call it conversation media marketing right where we create branded stickers gifs emojis etc that can be distributed on different conversation in a very seamless recommended way voluntary way the people choose to share your branded content with their friends and family that's how you penetrate into their network and it's easily doable through the portfolio of keyboard application that we have right and then memes another content format which is very close to my heart I consider myself as a strong memeer because it does not just carry the messaging but it carries the impact along with it I'm sure many of the brands are struggling with the trolls on social media every time there is some incident happens and it starts getting trolled are brands prepared to handle such threats on brand safety and memes is something if the brand has already invested into to create that positive reinforcement into their consumer base that is the way to tackle such brand perception threats so content control and brand perception making brand viral on social media building recall and consideration organic customer engagement there is a lot of benefits of using meme as a content format while you are thinking about your marketing strategy so we have seen how we add value with data content and then finally engagement right once there is a customer on board there is a need to engage with them deeply there is a need to create a long lasting relationship and connectedness with them right and that is where bubble technologies like conversational content integrated into chatbot making them talk more human in the language that millennials and judges speaks right not just textual boring or rather catalog sort of messages coming from chatbot but literally pieces of content which has the power to convert moments of frustration into moments of delight right that is what we were able to achieve with our content tech integrated into chatbots there is another one this is one of our favorite and one of the first feature that we came up with at bubble tech where you take a selfie we create facial you know cartonified avatar of your selfie in just few milliseconds unlike other avatar making technology available out there where you have to choose your hairs and glasses and things you know spend 5 minutes and then get something which looks which doesn't look like you here you take a selfie wait for few milliseconds which are literally you don't wait you get it in real time and that looks exactly like you right so this technology itself has been integrated in various in-app messaging of these dating apps or you know various other places wherever or loyalty programs where you scan a QR code on a packaging and then you are taken to a place landing page where you take a selfie and then create your personal avatar and then make that brand messaging viral with your friends and family member right and then tech innovations we keep thinking of various tech innovations how do we integrate brands seamlessly into smartphone experience for example one of the things which is very much talked about especially during cricket season is cricket of course people talk about you know the performance of the favorite players they talk about the emotions associated with the cricket right while they are watching the match as well as beyond match viewership so this time we partnered with some of the large brands who were able to leverage this tech innovation we call it live score bar and I'm going to show you a 30 seconds video to help you understand that Show me something Indians love the most Chai Even more Shadyam Even more Cricket Oh yes Cricket is undeniable Maybe that's why we are always texting tweeting about it from sharing frustration over the wrong move just deliberating one Cricket continues to be a part of millions of conversations and guess what this T20 season TBS Eurogrip tires thumbs up and my 11th circle became part of these conversations with Bobble AI's live score bar these brands got right in front of cricket lovers and enriched all cricket conversations but by far there is more with Bobble AI's cricket team stickers these brands captured true emotions of cricket fans creating brand recall and delivering the true expression to cricket fanatics well we can say that TBS Eurogrip tires thumbs up and my 11th circle perfect yeah this is one of the many innovations that we have done for multiple brands we have done an NFT campaign for example for Kama Sutra condoms which is also one of the various events and then so many brands who have been trusting Bobble power of data power of content that can create an impact the power of engagement technologies and various innovations and smartphones so our team is right here you know so let's let's catch up over drinks thank you thank you Ankit on that note ladies and gentlemen continuing the journey from the inaugural edition of these awards we will now take you through a short audio visual of the mobile marketing awards the Maddie's 2022 let's have a look welcome to the eighth edition of exchange for media mobile marketing awards the Maddie's 2022 the Maddie's were established in the year 2015 exchange for media mobile awards the Maddie's acknowledges and recognises all such marketing stories that employ an effective mobile marketing strategy done in India and will be equally judged on innovation concept execution and results by a highly experienced independent panel of the industry as of today the Maddie's is the most valued award in India and is considered a true symbol of excellence we are happy to share that this year too we've received enormous responses from advertising and media agencies and brands given their fierce efforts to grapple the same with over 54 categories we've received 650 plus entries the entries have undergone two phases of judgement first the selection jury board which comprised of industry heads of brands appraising each entry and preparing a shortlist for further consideration by the grand jury the jury then went through all shortlisted entries and chose the winner for the gold silver and bronze medals in 54 categories and also named the winners of the excellence awards the exchange for media mobile marketing awards proudly presents the jury this year the jury was led by Rakesh Srivastav managing director Nissan Motor India Private Limited and it consisted of some of the biggest needs of the marketing fraternity people who are respected and have in-depth knowledge of the mobile marketing industry Deepika warrior chief marketing officer Diageo India 80 single chief marketing officer Vega marketing officer Krompton Greaves Consumer Electricals Ranjani Krishnaswamy general manager marketing Titan Sumit Singh group chief marketing part of Matty's the mobile awards it was very very engaging enriching for me first of all interacting with the jury close credibility was one of the highest with the strength of experience the expertise the exposure across industries the openness the transparency the fairness that the jury showcase was exemplary and I'd like to thank the jury members for this when we look at the entries the number of entries there was very very strong and the entries showcase the strength in terms of concept innovation execution and also swing very very strong presence very very difficult choice but then as a jury we were able to evaluate and come to a strong understanding in terms of the winners I'd like to thank again the jury for a strong work done for a credible work done and would like to thank all the winners for the performance and coming out winners so ladies and gentlemen on that note it is time for us to start with Marys 2022 I want the energy to remain within all of you I want you all to blow in the trumpet I want you all to applaud for one another and let's recognize one another today with a big round of applause for each and every one of you present here come on Mumbai let's bring the roof down on that note we're going to be starting with the awards the much awaited awards ceremony before we begin I'd just like to make an extremely important notice the ones who are winning the bronze we'd request you to collect your trophies from the bronze booth outside the hall of course the names are going to be announced but for the trophies you'll have to step out at the end and collect it from the bronze booth of course we'd more than welcome the ones who are winning the silver and the gold on the stage on the first set of awards it's my honor to have you all for that first up our editor in chief BWB's world and exchange for media Dr. Anurag Bhattra also if you could have head of fat sales and sales excellence Amazon Jacob Kuruvilla let's give him a warm round of applause also if you could have Deepak joining us do we have Mr. Deepak from WeServe yes right there let's give him a warm round of applause it's always an honor Deepak to have you join us on that thank you so much so the first set of awards ladies and gentlemen our category is marketing strategy and the first subcategory being brand recall let's find out who's winning the award the first subcategory of the marketing strategy is brand recall the bronze award goes to congratulations to mindshare and ultra tech cement let's go ahead and find out our silver ladies and gentlemen mindshare and RKSV securities let's give them a warm round of applause welcome them on the stage heartiest congratulations come on let the music continue and with this let's find out who backs the gold ladies and gentlemen team Rajasthan Royals and team interactive avenues the reprised network company come on ladies and gentlemen a big big round of applause for team Rajasthan Royals team interactive avenues the reprised network company you're at Madi's 2020 let's make some noise everyone well bagging the first gold today at Madi's 2022 well ladies and gentlemen on this note let's move ahead to our next category being lead generation let's find out the winners next subcategory of the evening is lead generation there are two joint silver awards under this category the first silver award goes to ladies and gentlemen heldify me and mass platform powered by apple and association with heldify me ladies and gentlemen let the applause continue and for our next silver the second silver award goes to and it goes to team noise and team amazon and with this it is time for us to find out who backs the gold gold award goes to and it's out there ladies and gentlemen team Vsauve and max life insurance hashtag Madi's moment right there let the applause continue they've just backed the gold with that we move ahead to our next subcategory next subcategory is launch of product or service the bronze award goes to heartiest congratulations Disney plus hotstar let's applaud them congratulations congratulations congratulations let's applaud them with that let's move ahead and find out our silver there are two joint silver awards under this category the first silver award goes to team true caller LLP team virality media private limited well they aren't with us but let's congratulate them and with that let's find out our next silver winner the second silver award goes to team hide mines innovative market solutions team flipped art health class and with that it is time for us to find out who backs the gold gold award goes to ladies and gentlemen team Oreo team ladies and gentlemen our gold winners on the stage let's give them a big big round of applause on that note let's move ahead to our next category next subcategory of the company is relationship building remarketing there are two joint bronze awards the first bronze award goes to heartiest congratulations to Amazon ads and ITC limited foods business division let's move ahead and find out our next bronze the second bronze award goes to and it's right there the and more the entertainment enterprises heartiest congratulations to team with that let's find out who backs the silver the silver award goes to yes it is team Amazon ads and in India ladies and gentlemen team Amazon team in India heartiest congratulations with that let's find out who backs the gold what goes to yes team interactive avenues reprise network company team Rajasthan Royals ladies and gentlemen our gold winners right there let's applaud them and on that note let's move ahead to our next subcategory next subcategory is best use of apps or games for marketing the silver award goes to and the silver award goes to team mind share team Hindustan Unilever Limited let's bring in more and more energy in the room with your hoots and your claps I did over here I believe that's Ajay on the stage on that note let's find out who backs the gold and the gold award goes to and it goes to once again team mind share team Hindustan Unilever Limited ladies and gentlemen let the applause continue we are having them win both the silver and the gold and on that note I'd like to thank Jacob and thank you so much Deepak for joining us let's give our both our dignitaries a big big round of applause of course we request Dr. Bhattra to please stick around for our next set of awards to accompany and join Mr. Anurag Bhattra Dr. Anurag Bhattra we are going to be requesting the chief marketing manager of AirAsia India Siddharth Bhattalia to kindly join us and honour us with his presence let's give Mr. Bhattalia a warm round of applause if I could have the VP India sales pocket Piyush to kindly join us Piyush Shaparval thank you Piyush and if I could have the founder and editor in chief IWM boss Siddharth Lai also as well let's give him a big big round of applause and with our dignitaries having shared pleasantries on stage it is time for us to move ahead to our next sub category next sub category is most effective app for consumer there are three joint bronze awards under this category the first bronze award goes to and the bronze goes to team met our team my chair congratulations with that let's find out who gets the next bronze the second bronze award goes to and that goes to team app labs media team one mobiquic system India congratulations with that let's find out the final bronze winner goes to and that goes to the paths media and team taught our digital let's give them a warm round of applause ladies and gentlemen such great wins coming on this category goes to and ladies and gentlemen that goes to team mass platform part by apple in association with swiggy let's give them a warm round of applause as we welcome the team to join us parties congratulations hashtag the marries on that note let's find out who bags the gold gold award goes to yes it's team a mind share team RKSV securities ladies and gentlemen the golden moment on the stage let's give them a big big round of applause congratulations on that note let's move ahead to the next subcategory the next subcategory was campaign to drive sales the bronze award goes to congratulations team interactive avenues team Titan company limited with that let's find out who bags the silver there are two joint silver awards under this category the first silver award goes to ladies and gentlemen once again interactive avenues Titan company let's give them a big big round of applause well they won the bronze as well as silver let's applaud them ladies and gentlemen team interactive avenues team Titan company the moment is right here come on everyone let's make some noise and with that let's find out our next silver the second silver award goes to right on the stream team Flipkart team Peter England audience let's give them a big big round of applause congratulations and on that note let's find out who bags the gold gold award goes to team OMD team OMD bagging the gold at Marys 2022 congratulations ladies and gentlemen let's give them a big big round of applause OMD has won a gold at Marys 2022 and with this let's move ahead to our next subcategory next subcategory is gender equity there are two joint silver awards under this category the first silver award goes to ladies and gentlemen team Lulintas India white rivers media Harsheh India let's give them a warm round of applause as we welcome them come on team join us on stage ladies and gentlemen let the applause continue congratulations with that let's find out our silver winner the second silver award goes to and it goes to team mindshare team Hindustan Unilever limited and the golden moment is come let's find out our gold winner and the gold award goes to once again team mindshare team Hindustan Unilever limited ladies and gentlemen the golden moment right there let's give them a big big round of applause team mindshare team Hindustan Unilever limited and on that note let's move ahead to our next subcategory is amplification the bronze award goes to congratulations team mindshare and team PepsiCo for winning the bronze let's find out who backs the silver our two joint silver awards under this category the first silver award goes to team disney plus hotstar alright we have the team out here disney plus hotstar please ladies and gentlemen we have the entire team out here let's give them a big big round of applause congratulations disney plus hotstar congratulations I won't say the old women team I'm sure there would be a lot but then when women represented brings a lot of energy and exuberance let's find out the next silver winner the second silver award goes to and that goes to team wave maker team per feathery one malindia let's congratulate them yes we have the entire team joining us let's amp up the music a little higher come on let's bring in more energy Mumbai ladies and gentlemen let's create waves team wave maker team per feathery one malindia congratulations and let's find out who backs the gold award goes to team mindshare team ultra text cement and the moment is right here hashtag come on everyone let's make some noise for the gold winners and with that let's move ahead to the next sub category next sub category is community building there are two joint bronze awards under this category the first bronze award goes to congratulations team shebang and johnson and johnson india that's the for the bronze you don't have to come on stage the second bronze award goes to her share india team love linters india white rivers media let's applaud both our bronze winners with that let's move ahead to the silver and that goes to team mindshare team cast all india limited ladies and gentlemen for the silver team mindshare team cast all india limited heartiest congratulations and with that let's find out our gold winners there are two joint gold awards under this category and the first gold award goes to mindshare yet again team kimberley clock india and with that let's find out our next winner the second gold award goes to team mindshare once again team hindustan unilever limited and on that note i'd like to humbly thank dr. Anurag Bhattra thank you so much let's give him a warm round of applause and if you could all stay back let's come on ladies and gentlemen thank you so much dr. Anurag Bhattra on that note let's move ahead to our next subcategory next subcategory is social impact or not for profit the bronze award goes to congratulations ladies and gentlemen to our bronze winner let's move ahead to our silver there are three joint silver awards under this category the first silver award goes to team media calm team moss pet care let's give them a big big round of applause congratulations do we have them here amongst us i believe not let's move ahead to the next one the second silver award goes to team zanmol team z entertainment enterprises let's give them a big big round of applause as we welcome the team on the stage congratulations on that note let's find out our next silver winner the third silver award goes to ladies and gentlemen team tata consumer products team in mobile let's give them a big big round of applause they've backed the silver on that note let's find out who backs the silver award goes to team tonic worldwide team sbi general insurance and on that note i'd like to humbly thank you siddhartha we've got two siddhartha actually mr butalia mr like thank you so much for joining us ladies and gentlemen let's give them a big big round of applause they've been so kind and of course the stage should be incomplete without calling the next set of dignitaries i have the honor of first fall calling upon the senior manager of media monday's anjali krishnan let's give our lady a big round of applause anjali you're only going to add more vibrance to the stage thank you so much on that note if i could have the marketing and e-commerce and modern trade blue star india mr girish hingorani thank you so much girish for joining us with that it's my honor to have the chief commercial officer of true caller kari krishna murthy if you could have him as well to join us let's give him a big big round of applause and joining our dignitaries on stage if we could have the managing director asia magnite gavin boston to join us on the same thank you so much gavin and with all our eminent dignitaries on the stage ladies and gentlemen it is time for us to move ahead to our next subcategory next subcategory under marketing strategy is maximizing mobile advertising the bronze award goes to congratulations team app labs media with that let's go ahead to the silver the silver award goes to team madison media team siplar health ladies and gentlemen team madison media team siplar health on the stage and let's find out who buys the gold award goes to congratulations team team media requesting you to please join us and the gold right there let the applause continue everyone congratulations on that note let's move ahead to our next subcategory next subcategory is digital influence there are two joint bronze awards under this category the first bronze award goes to congratulations team mindshare team pepsico let's find out the next bronze the second bronze award goes to congratulations team interactive avenues and team titan company let's find out who bags the silver the silver award goes to wow mindshare sweeping this team mindshare team kimberley clock india you need to bring in more energy with your huge round of applause let's get the trumpets and play and it's time for the gold and we won the biggest applause when we get that announced let's find out who bags the gold what goes to team mindshare once again team rks we securities well mindshare after bagging three medals in this category you definitely have to share what's happening in your mind but offstage alright okay on that note let's move ahead to our next subcategory next subcategory under marketing strategy best mobile messaging campaign sms mms there are two joint silver awards under this category the first silver award goes to and the silver goes to team zanmol team z enterprise z entertainment enterprises let's give them a big big round of applause as we welcome the team to join us come on Mumbai the stage can't be louder than you there are so many of you in number you gotta show it up let the hoots happen let the claps continue and joining in the celebration with our next award is the second silver award goes to team mindshare team Hindustan Unilever limited I need the symphony of claps you need to support each and every winner like it's your win tonight let's make it fantastic let's hoot let's get the claps on come on yes Kirish I love that energy from you on the stage on that note let's move ahead and find out who backs the gold gold award goes to goes to team OMG points for all the ones who use the hoot tonight come on everyone let's get the trumpets in play congratulations and with that it is time for us to move ahead to the next subcategory subcategory is most engaging mobile campaign the bronze award goes to congratulations team mindshare and team PepsiCo India with that let's find out who backs the silver the silver award goes to team interactive avenues reprise network company team Amazon Prime video ladies and gentlemen let the applause continue we've got the team we've joined us interactive avenues and team Amazon Prime video and on that note let's find out who backs the gold gold goes to yes ladies and gentlemen team mindshare team RKSV securities congratulations well on that note firstly a very big thank you to Kirish thank you so much for joining us Gavin will request to please stay back meanwhile a big big thank you to our dignitaries come on ladies and gentlemen let's give them a big big round of applause thank you so much Kirish, Anjali, Ankari, Krishnamurthy thank you on that thank you to join Gavin on the stage if I could have the honour of calling upon the co-founder mob avenue Tejas Rathore thank you so much Tejas for joining us if I could now have the honour of inviting the co-founder and COO Chingari Deepak Salvi and for the general manager customer marketing castrol if I could have the honour of calling upon Saurabh Mathur well Mumbai if I do a contest right now who's going to be louder is it going to be the MC or is it going to be the audience I think the vote is going to come in my favour but I want the energy slowly to come from you further come on everyone because these are your awards this is all for you so celebrate it as much as you can it's your night let's prove that right all right on that note and with the energy scale going only a bit higher let's go on to the next subcategory next subcategory is promotion there are two joint silver awards under this category the first silver award goes to team ATM ads team mama the silver goes to you congratulations we'd request you to join us on the stage ladies and gentlemen team pay DM ads team mama let's give them a big big round of applause for bagging the silver today at Marys and with a smile and happiness only spreading it is time for us to move ahead to the next silver the second silver award goes to team and it goes to team flipkart ads team peter england congratulations on that let's move ahead to the golden moment and find out who bags the gold team interactive avenues a reprise network company team amazon prime video come on let's bring in more audio to the music ladies and gentlemen you're at marys 2022 congratulations on that front let's move ahead to the next subcategory next subcategory is maximizing mobile advertising programmatic and machine learning there are three joint bronze awards under this category the first bronze award goes to congratulations team amazon ads team hb let's move ahead to the next bronze the second bronze award goes to congratulations team omd congratulations run all tender let's move ahead to the next bronze third bronze award goes to congratulations team Madison media and Raymond consumer care limited let's find out our next win and the moment has come ladies and gentlemen team omnicom media group team dbs if you're enjoying let's amp up your volume with your round of applause congratulations on that note let's move ahead to the next one next subcategory is best use of vernacular language in mobile advertising the bronze award goes to well congratulations team zl more z entertainment enterprises on bagging the bronze let's find out who backs the silver our two joint silver awards are under this category the first silver award goes to team z entertainment enterprises a warm round of applause as we welcome the team on the stage to collect for the silver do we have them with us right now I believe not let's move ahead to the next one the second silver award goes to team had integrated marketing and communication team btm ladies and gentlemen let's make some noise and it is time for us to find out who backs the gold what goes to mindshare team cast all India limited ladies and gentlemen for our gold winners team mindshare team cast all India limited congratulations and ladies and gentlemen our next subcategory is mobile video part by mad night and we have Gavin of course on the stage with us let's find out who the winner is next subcategory is mobile video there are two joint bronze awards under this category the first bronze award goes to team mindshare and team Pepsi go congratulations let's find out our next bronze winner the second bronze award goes to and that goes to team interactive avenues team Hershey India congratulations let's find out our next winner the silver award goes to team mindshare team India limited let's give them a big big round of applause as we welcome them on the stage ladies and gentlemen congratulations team mindshare team India limited let's find out our gold gold award goes to team phd media team shkodo auto India come on ladies and gentlemen team phd media team shkodo auto India joining us and winning the gold congratulations well with this I'd like to humbly thank Gavin Tejasaurab and Deepak for joining us thank you so much come on ladies and gentlemen let's give them a big big round of applause and for our next set of dignitaries it is now my honor first up to call upon the vice president of global business development and partnerships web engage do we have mr sood with us all right I'll just go and take the liberty of calling upon my next set of dignitaries as well the vice president sales and marketing zappads media do we have mr pande yes right there let's give him a big big round of applause if I could have the honor of inviting the associate vice president and national sales director abp network private limited mr Shalindra Higre let's give mr Higre a big big round of applause Shalindra I need a big smile from you and it's my honor to have the head of digital and e-commerce Unilever Anvesha Vasvalia let's give Anvesha a big big round of applause thank you so much do we have mr sood joining us I believe we'll just go ahead to the next one could we have our next subcategory next subcategory is mobile audio there are two john silver awards under the base category the first silver award goes to team interactive avenues reprise network company team jammy technology india you know I was just wondering on this music how could you have not danced but the trophy says it all let the celebrations continue on that note let's move ahead to the next one the second silver award goes to team geo solving team media come let's give them a big big round of applause ladies and gentlemen congratulations team next win the gold award goes to yes it's media com communications team dull technologies so they aren't joining us but heartiest congratulations let's give them a big big round of applause ladies and gentlemen they've won the gold with that I'd like to just re-invite mr apurva sood vice president of global business development and partnerships web engage all right mr sood you're right there let's give our gentlemen a big big round of applause ladies and gentlemen let's move ahead to the next subcategory next subcategory is most effective email camping and the gold award goes to on the screen interactive avenues a reprise network company and team rogestown royals ladies and gentlemen team interactive avenues a reprise network company team rogestown royals congratulations on that gold let's move ahead to the next one next subcategory is best views of mobile customer engagement there are two joint bronze awards under this category the first bronze award goes to congratulations team mind share team kimberley clark india let's move ahead to the next bronze the second bronze award goes to congratulations team glance digital experience team glance let's move ahead to the next one the silver award goes to team foxy moron digital marketing team Kellogg's india let's give them a big big round of applause whilst as we request them to join us on stage come on Mumbai let's bring in more and more energy with so many of you out there in the audience let's applaud one another congratulations once again congratulations once again on that note let's find out our next wins there are two joint gold awards under this category and the first gold award goes to team mind share once again team hindustan unilever limited congratulations what looks like for them winning is becoming a habit and I hope that becomes the case with you let's find out the next win the second gold award goes to team let's give them a big big round of applause with this let's move ahead to the next subcategory let's find it out next subcategory is best use of mobile property there are two joint silver awards under this category the first silver award goes to congratulations team disney plus hotstar the ladies are back on the stage for yet another medal let's give them a big big round of applause let's find out our next win the second silver award goes to team team congratulations team on that note let's find out the gold gold goes to team madison media team hashtag the madis moment let's applaud them ladies and gentlemen come on let's get more and more energy in the room congratulations you know they say the best way to be appreciated stay appreciated is when everyone applauds for each and everyone so today come on ladies and gentlemen in our next coming up awards I want all of you to participate let's get the next one on the stage next subcategory is the most effective DTC e-commerce campaign the silver award goes to and the silver goes to team amazon ads it's called one plus one plus one plus two please all of you together on the stage the team is only getting bigger come on everyone team amazon ads and the moment we've been waiting for to find out the gold in this category the gold award goes to team interactive avenues team let's get them a big big round of applause with that let's move ahead to the next subcategory the next subcategory is most effective search campaign there are two joint bronze awards under this category the first bronze award goes to congratulations high minds in a way to market solutions and max live insurance company limited let's go ahead to the next bronze the second bronze award goes to team amazon and team wonder chef congratulations with that let's move ahead to the silver the silver award goes to team interactive avenues and team titan company limited bags the silver requesting the team to please join us on the stage congratulations with that hold your breath it's time for finding out the gold winner award goes to team excelling which is team amazon ads the gold right there ladies and gentlemen amazon ads on that note on that note I'd like to thank Alok Shalindra Purva and Anvesha for giving me such wonderful company and of course it is now my honour to call upon my next set of dignitaries first up strategic media lead of meta ladies and gentlemen Natasha Kapoor I hope you'll be more active on meta on this I appreciate it okay all right next up if I could have the company of the CMO of Gopessa Ankita Chen with two wonderful leaders with us on stage if I could have the company of CMO India of the Hershey company Ankit Desai to please join us Ankit an honour to have you and the country manager Samir Karpe could we have Samir yes he's right there let's give him a warm warm round of applause with all our dignitaries on stage it is my cue to move ahead to the next awards let's throw it next sub category is best use of mobile integration the bronze award goes to the bronze congratulations with that let's move ahead to the silver the silver award goes to for the silver team mindshare team Hindustan unilever requesting you to join us on stage let's find out who backs the gold award goes to looks like they have sweeped it all team mindshare team Gastrol India Limited well when a company sweeps away all three medals in the category I think they deserve a big round of applause let's applaud them thank you so much on that note let's go ahead to the next sub category last sub category under marketing strategy is best use of mobile beauty the silver award goes to wow team omd team beers doff for us it is time now to find out who backs the gold award goes to yes you saw it team interactive avenues and a team titan company well a team is surely doing a lot of things right they're coming ahead and bagging so many awards let's give them a big big round of applause on that on that note we have a special award to give away which is presented by abp life which is the people's choice award and the award goes to ladies and gentlemen and that goes to phone pay let's give them a big big round of applause to team phone pay well they couldn't join us in person but congratulations for winning the people's choice award presented by abp life on that note let's move ahead to the next one the first sub category and the first strategy is cross-media integration there are two joint bronze awards under this category the first bronze award goes to congratulations team omd and Tata Motors let's find out the next bronze award the second bronze award goes to congratulations team mind share team castrol india limited let's find out for the silver the silver award Yes, it is time to have Team Mindshare, Team Ultra Tech Cement on the stage. They won the silver. Congratulations. With that, let's move ahead and find out who has won the gold. There are two joint gold awards under this category. Have the first gold award goes to Team Edelman India, Team PepsiCo India. Presenting to you our gold winners, Team Edelman India, Team PepsiCo India. And let's find out our second gold winner. The second gold award goes to Team WaveMaker, Team Perfettiwan Mali India. Let's move ahead to the second subcategory under Channel Media Strategy. Let's find it out. The next subcategory is in advertising. The bronze award goes to... Congratulations, Team Paytm Ads and Mama Earth. Let's find out who bags the silver. The silver award goes to... Yes, Team Eye Prospect, Team Visa and Team AU Small Finance Bank. Let's give them a big, big round of applause as we request them to join us on stage. If I could have Deepak and of course the entire team as well to please join us. Ladies and gentlemen, let's make some noise. Let's the applause continue as we have Team Visa and Team Eye Prospect on the stage. With that, let's move ahead and find out who bags the gold. The gold goes to... Yes, it goes to Interactive Avenues, Amazon Prime Video. Congratulations. On that note, let's move ahead to the next one. Next subcategory is Mobile Applications. The bronze award goes to... Congratulations, Team Mindshare and Team Hindustani Unilever Limited. With that, let's move ahead to the silver. The silver award goes to... Calling up on stage. Team Nippon Life India Asset Management Limited. Well, it's time for the golden moment. Let's find out who bags the gold. Award goes to... And that goes to Team Digital Chalebi, Team Mankind Former. Well, heartiest congratulations. They won't be joining us now on stage. With that, let's move ahead to the next subcategory. Next subcategory is Mobile Website. There are two joint bronze awards under this category. The first bronze award goes to... Congratulations to Zapat Media and PhD Media on the bronze. Let's move ahead to the next one. The second bronze award goes to... PureTech Digital and Bank of Verota. Time to find out our silver winners. There are two joint silver awards under this category. The first silver award goes to... Team Mindshare and Hindustani Unilever. I'm time to find out our second silver winner. The second silver award goes to... Yes, Alliance Advertising and Marketing and Card Deco. I believe the team is not amongst us right now. But on that note, I'd like to heartily thank Ankita Sameer, Ankita and Natasha. Thank you so much for joining us. They've been so gracious and so great with their presence. Thank you once again. It's my honor now to call upon our next set of dignitaries. First up, the Senior Vice President Mindshare, Mr Ajay Mehta. Well, the team has won so many awards. Mr Mehta, it's an honor to have you join us. How are you doing today? Counting awards. Did I hear that right? Appley said, if I could have now the Chief Operating Officer of Pinkvilla, Mukul Kumar Sharma. Thank you so much, Mukul, for joining us. If I could now have the India GM and Global Marketing Head, Moka Technology, Mr Singh Vishal Singh. I'd love your presence on the stage. Thank you so much. We had the honor of having you as a speaker and, of course, now joining us on Felicitating. And the Head of Fat Sales and Sales Excellence, Amazon Jacob Kuruvilla. Let's have Jacob to join us. Thank you so much, Jacob. So now that we have Mukul, Ajay, Vishal and Jave Cup with us on the stage, I think it's fair enough to move ahead to our next set of awards. Next subcategory on the Channel Media Strategy is News of Social Media. The Bronze Award goes to... Mindshare and Hindustan Unilever Limited. With that silver... There are two joint silver awards under this category. The first silver award goes to... Team Woot, Team Wycombe 18 Digital Ventures. Join me in applauding, ladies and gentlemen, the silver award winners, Team Woot, Team Wycombe 18 Digital Ventures. And joining us in celebration next, let's find out our winner. The second silver award goes to... Let's interact further and call upon Team Interactive Aventures and Team Rajasthan Royals. Adios, congratulations. Come on, they've been so great. Yes, let's make trumpet our music for today. Let's keep applauding, everyone. And joining us on the goal, let's find out our winner. There are two joint gold awards under this category. And the gold award goes to... Interactive Aventures once again, Team Harshe India. Congratulations. With that, let's find out our next winner. The second gold award goes to... They seem to have done a PhD in winning Team PhD Media, Team United Spirit