Hey Niklas welcome at our new factory FATEC 2017. It's Thank you for coming back again. I think we changed quite a lot so you can see here our we are at our entrance We have now a quite nice meeting area with several meeting places. Here's our main factory place We are now on two floors over all three thousand four hundred square meters And I think we go first up to have a short outdoor Presentation and we finally installed them on the top floor a testing area where we know really all the time have our Products under harsh environments. It's really getting hot here today. It's a little bit of cloudy day, but Under full sunlight. It's really like a torture. You filmed it already in the US So we for sure use now our our systems also in the factory I have a secret key is it super stable and people are very happy with this product for sure. I mean we did it huh, yeah, and so we fill up here a test area and it's really helpful in the full Sun to see how how the systems operate how everything is running and Think again, it's today. It's cloudy. It's a little bit of pity But you see that our products you can see just just perfect in the outdoor side And it's it's really like also learning to be frank. Is that what it's all touch. It's a nice big one there That's how big is this capital city. That's a 32 inch. It's an IP 65 touch PC You can see like this I think it's hanging in Paris. Well, where are you from? No from Switzerland, but on the On the Champs Elysee they have this to show some menu This is like our old solution that we've provided already for four years When my customer in the US they even have it in Texas Yes, and that's the idea that you can really clearly see it also in the alcohol You talk about Lumen on it's or we have after bonding always some thousand it's plus And that's especially together with optical bonding enough in the sunlight. It's again It's a little bit pity that it's not so hard right, but we set up And when you have the sunlight for sure you you you cannot see the the left one You have to come next time when there is more time we have here our complete them warehouse and Let's go warehouse. Can we just check it out once again? I think we can we make a complete ground Seriously, I think we changed so much we can make probably the longest video in your So how many guys We have now in China more than 150 I think we will soon Go close to 200 and you also expanding around the world, right? What's going on with your expansion? We are part especially we improved a lot about cleanliness so I have also to put on my shoes you will have to put later on a blanket and Yes, we we have in Germany. We will write about a newsletter. We will have our second second office Denkischer, let's say hello to my wife What's going on? Yes, we have meeting that's to these two Our supplier for our for our panel. All right. This is nice meeting room here with nice chairs and stuff Okay, thank you. Nice woman. So for sure that doesn't change. It's really um, I'm I'm I'm seriously happy Yeah, you will see it's most of the people are still the same and we just get more and more But we are able to keep let's say our old guys and then that is really important to help you put on shortly the I Think you can put it on later, but okay, I'll just Just one second Niklas in our ESD shirt. Okay. Thanks. So I'm this our office area now We can start to the right. So shall we lie you you met already and Reception girl is landing She is now doing an import business and that's again what I see we really see for that that people develop Now a company a fey one of the oldest since 2010 and for sure around him a team We have an HR specialist Mark Joanna. You also see from from the old reviews He is missing and I have to say that's really the only place where we have a lot of changes it's in our sales sales area and We talked a little bit before about it We said, okay, it seems like I'm the only foreigner who's happy living in China at least at Facebook and We send them the other and foreigners to Germany to solve the German operation and I put Andy on on the lead for the International sales team. So epic. He turned already 2015 right? Yeah, and he did a real fantastic job in China He grew the Chinese business from really zero to two million dollars this year I think significantly more than two million and so I think he's the perfect choice to run now our International sales and the Chinese sales team. What's the strategy to convince all these customers? So our strategy is for this two years one years our service department the group people growing up and In the China, I hope a plane in maybe in later two months We have branch office in China East and we have of course to accept the touch devices Kiosk digital science and we also focus more for the optical-bounding disease There's a Chinese market as big a potential. Yes, with finally we we grow also on that one Paul is our marketing director Hey And what are you doing now? Oh, nice. I'm thinking about doing a new T-shirt for employees here. It looks very cool. You know my one Yeah, my my t-shirt also here It's it's I don't know three four years and it's difficult to still keep it. It's look like a Ajax Amsterdam Football team or so I got beef with sugar, right? Which team do you prefer? I'm I think at the end I ended up with spy. I'm unique. I'm not sure if I should say and Then let's say here. It's now our production area my wife sitting here We have then very new I'm harbour who's our vice president He helps us incredible to let's say get all the growth process All everything running well. It's really not too much to handle alone Afae and this desk is doing the PMC then we have material management sourcing and Then we go here for sure also again. That's really what I'm thankful and happy about Nathan Good thank you Don't make the guys too nervous How to say you you are the basic cornerstone of every design we do and That's also let's say for sure nothing new. He's now working on an update He's designed we have in the US a lot of kills installations lately, but what is that? This or that? Yeah, this one Kiosk a kiosk. Yeah.  Yes. Yes, and what is special is double side double side and we can integrate the IPC and embedded PC and monitor So it's really like that's our idea and that goes solely back on him that we say we have two single-sided kiosks But with with really just a little bit invest in in work You can make out of two single-sided one double-sided and install it and what is this? This is the people are like in the US and for just for your example Alan couldn't speak English when he joined also Afae and this is really yeah I'm I'm happy about the progress of the people and that's really the dream that the people grow with the companies Did he teach you English? Yes Yeah Probably I'm not the best role model in speaking this for example a mode opening we do for an industrial customer in Germany for sure. It's just right now a sample, but it will be a very rocked IP 67 system with a Capacity of touch which we also customized for him special buttons very silicon and For sure then optic high brightness and so on is this is TV was real Behind me is our production. Let's go there and okay. We can make I'm sitting here I also have to wear my jacket Really, it's what I like way was first our repair engineer on the assembly line He's now overseeing the development Jin Seung is since 2010 here Baotian came then as a sample engineer is now overseeing the service in China Nick is also one of our corner sounds We check what he's doing I'm right a family to make an Android display. Okay, so Android display and right here It's an 820 all-winner. So you have some arm solutions, right? We still have the 820 solution We we introduce now will be 40 and okay. That's probably a good good point And we you know it be focused on industrial Customers and for industrial customers you need always Often it's really just a small thing, but you have to always change and Do things that it fits well into their machines or in their environment and that's we invested really a lot the last years We have now also in Germany Application designer hardware close application designer and that's a pity for for your people who check it We just have next week an own and hardware developer who is doing then Embedded hardware drivers to to support also our customers from our stuff, right? I at least some a little bit technology we have And it's a little bit pity that when you check our newsletters and not last newsletters you have So so we have an active pen where you where it also Changes like you know when you touch slightly and strongly very close and we develop and that's really totally new passive pen which which makes also the system then total precise and and Let's say it's a very cheap solution to To include with our capacity of touch panels is unique and we we see for that This year we will put this as a standard to our accessories. We have I don't know you if you saw the video We have now even capacitive touch where you can where you can touch. It's really that's no fake It's a real heart and glove. We have a water improvement solution So this is what Leo is doing. He was icing also already in the last And for sure that's a point we do the touch controller design by ourselves we do The touch panels, I don't know you see it latest you see it when you open our devices And then so this comes all from from us from mainly from Leo Assistant we go and you will see that with optical bonding also further to To do the touch panel production by ourselves again Jinsung. It's all the old faces They just look a little bit over but Jinsung is doing our PCB design So and that's for sure also our strength that whenever a customer needs something Special then we we can fight easily What kind of PCB is working on right now My Chinese is still that's a disaster my Chinese is not improving. I think he's working on an embedded order board But Let's say engineer part with a service station and then I think we can go now our finance department We can go now to the interesting part and really that changed so much Go can go over there So this was really a big investment last year It's a class 1000 clean room. So the whole area is 300 square meter It's class 1000 and what you see in the back is even than a class 100 They weren't walking around in bunny suits wonderful, I think we don't go into that one and But but what you see on the back is that we have large format 65 to 86 inch and We can do the optical bonding in-house and that makes us really very unique in the world to be able to produce such large Optical bondings. So what are they doing? Here let's say this is a sample room. So here what we are doing is We do this just a touch panel and panel gluing just by by air cap So the bonding is on the back and they're also open here and panels and reverts the high brightness But right now they just And on the other side we have our production, but seriously we can go in here and Niklas that means That's really unique at least following my best knowledge. We are the only touch device manufacturer who has his own optical bonding in-house and We combine there again, let's say best of two worlds. We have a very good glue which we Buy directly in Europe and that gives us a competition advantage against even the Chinese supplier And what Andy says and one of the big chances we have is For the Chinese market to optical bondings and okay here We are now on our production side also that you see everywhere. Let's say at least we doubled So last time you saw it. We had just a single operation line now We have to also even the management team is by a large And then it goes let's say from the beginning With the end we have our production assembly this one for example is right now One of the you shouldn't this one doesn't look too good inside, but no it's okay It's the first production. It was very urgent a test production for the Indian market and it will be installed in buses and we Integrate RFID reading special buttons. We have two video in with one button. You can change and Really it's the time is so rush that we that we had to do so much manual It's crazy, but also that is our strength that we in small quantities. We Realize it's a flexible fight reliable solutions. What does it do to have these fingers? It's so we have First the ESD and the finger that you don't have the moisture of the fingers going there and no dirt Also, that is a big help. It's all air-conditioned now. I mean, you know it the last year You know like a sweatshop coming to paint it That's again the butterfly unit you saw in the US They do a it's really a great job. It's The quality is high It's so important to go deep into the project at the beginning we had a very high failure rate But you know and they shout it on us and we went there But it's There are wrong setups in the software and it's important that you work together to Check this out. They are now doing the end test. So so that's important. We start at the beginning also Michael He's he's he's from the beginning here and always so Yeah Managing all this time. Yeah, you will see also here enough people who are really for long time. That's a really original It's a really original product and people who live in the building that has this it must be You maybe you can measure that their Confidence and happiness has increased by 10% for having this For that you you should ask our our New Yorkers, but I like it. I mean you see it you use it now, also And the functionality of the butterfly unit has been improving like software features They steadily improved the boss you met the boss of the butterfly here He is very creative and each each talk we have he comes up with 10 improvement suggestions Yes, we have now a 7-inch 11 6-inch and also from the inside structure, there were so many changes and Basically is at the front door of an apartment building, right? Yeah, and you click and it rings your phone Should have we should have done it when we went upside Yes, you can you can see it on the smartphone and then you can switch and open the door and Somehow The webcam makes a shot and Significantly we have here the packaging that's going An 8-inch IP 65 the special connectors to be connected in in the bus And for example also in the in the back we we invested into an SMT machine and To be more flexible, I mean that's really our strength Let's say everywhere in the world you can produce now high quality large volume But our strengths is and that's I think also the the German way that you do Let's say low low volume And and that's why we invested into an own SMT machine He checks now the the main board in what we did with a loop That that we can flexible for shortly produce also just 50 mainboards or 10 or PCBs when when customer needs This was really a big headache before like when a customer needed like 50 mainboards It was often that we at the end self-soldered because it was more reliable than put it to a PCB and SMT manufacturer But for sure that's not good for the quality. So so we improved that also this our storage area and then We have Everything a new building That was I'm afraid we have to move out some day our aging area and then we have fear and let's go show me Toilet area, I think we are the only Manufacturer in this region who has a toilet where you can sit it sounds like oh, but you know, it's it's makes us With a nice installation we We make in China now also installation service for some customers and for sure this Very nice. No, we made it as a video room for our customer for our And also there we have a little bit of kitchen area that people can can make Now we come to our sample area It's really it's I'm a little bit annoyed the last year We showed so much about our large size and kiosk and so on our four business is really to do reliable Well running seven inch to twenty two inch touch monitors embedded devices touch screen PC's and You saw on the back. We have on the beginning with Leo. We prepare the capacitive pen which we will include in our products and we Solution further this year. So this is now a sample area. It's with a with a mirror We are we are just now smart presenting a smart Attorney me but I have to say The touch. Okay. We I have to agree you come to early It's just set up and we still have to integrate the touch and I'm not sure You can search things but for sure that's a fantastic solution that you See yourself and later when you choose and you can put it on when you come next week also the touch and everything will run You're coming too early here. We are preparing that's big and again. This is really completely done by us assembled in our They will run it later. Probably this is already finished. This is now what in the US. We have several malls installation and really that's you should go To the side. It's completely optical bonding and that makes us really special and It makes the quality so much better than than what you see on normal kiosk You have less reflections the picture is script. It looks from it's really from the surface So this is a special aspect ratio No, it's just So so we this is that's a world's first time you see it. Oh my god I think we will write first time about it in probably two months I had to say I'm now far more careful with making announcements like Before but this our new a main board We will introduce it to market on the second half of the year It's you know it We have a close cooperation with ASUS and ASUS develops for us Exclusive a main board and this has some some really special setups. I think that's first time and We are now in patenting process. So I don't want to say too much about it We do some special boards and designs, but this is again The new model we will introduce into the market then with our own molded very nice case based on the Apollo Lake Which will be a waiver as a new standard in the second half of 2017 So what I want to say is and he's now preparing the first sample is we we really push also strongly on improving our core development He's doing it for example you ask it another seven inch sample for the butterfly a small one But we will also for example on this is the first mock-up on a complete frame this front solution So our idea is this one is really just the first and it's all not not fitting well But our idea is that the cover That's a touch panel cover glass is directly the frame and that you then just have The cover glass as part of the case and that makes it really quite Slowly I feel like we are I hope whoever checks it. He should check the first video you did we And you know it that's what I always tell you we Don't stop improving and each time that's what I always say and so far it was always Each time you visit us the next time you will see a lot of new improvements and Let's end up Again on the rooftop here. You have never been No camera. I feel I have been here before we have a few hours and then right here. Yes today. Not so nice To be frank, that's How it looks it's the pollution is far better than in most other large cities in Electric cars here, but at the end it's not not perfect. We have a full-time cleaning guy He helps really a lot And okay, so that's now our warehouse the goods come in here and It's so much so much products inside we can have a look in the quality department so Here is really like Every product is is first tested before it comes into the warehouse. That's why it's also here So the goods come arrives to check everything We will hear up a little bit test area even with a with a room to check for the noise and everything that That that we find out Any problems right at stickers, okay? our temperature room vibration machine is running and He makes also now a lot of Tests outside. It's really we test from I don't know what we have now 60 degrees test that we make tests from minus 45 even to 85, but that's right the long-term test like he's making MTBF calculations So meantime between failure that we say okay when it's expected that our product has a problem We do at 60 degrees and that's why It's running Yeah, I feel like We are any more questions Can you talk a little bit about the The kind of customers you have and the markets and that's a good one It's it's really changing. Okay. Let's go to the It's really I'm changing the optical bonding change more or less everything for us and we have now in China Really large quantity high volume and partners who just use us as a bonding service We we have a lot of projects also for really a brand some with any see we have now for example in India a lot of installations in buses There we want several larger projects in Germany our typical customer is let's say the the factory which Goes for industrial for zero. That means they put the touch PCs on the assembly lines to be more more Efficient I'm looking forward. This is also what I want to see here in in our place probably when we are next time coming here I want to make also everything Automatically, but okay, that's like Amazon. Yeah Professionally doesn't have to be but right at least let's say everything is quite well set up with with the right wording and so on and So in the US we have more like interactive Customers like I'm on the point of sale. So let's say every country has a specific. Let's say we have specific successes and strengthening We try to deliver let's say a reliable attractive price touch device solution and to help over then we make a complete circle they even So here we're back out to the golf course. Yes, and So this You said 150 right here. Yes, then you have Germany We have now in Germany. We just opened another office in in in Munich it makes quite a lot of salt probably go back a little bit over here and We we have Office in Munich. We have in Germany now over 15 people in the US. We have with a joint venture already also now six people and I Expect you here at Andy. He wants to open this year at least two sales office and service office in China We have now the ability to serve the whole China with with our people and Probably with a little bit luck. We will also have other regions to where we will build up joint ventures So you're thinking about you were talking about selling stuff in India. Yes, it's India big country India is a very special situation the government pushed now very strong for made in India I mean it makes sense right like China is so successful because they pushed for that everything is produced in China including the internet with the firewalls they made qq tensor and Ali Baba strong and In India they now go for the same so they focus on made in India and they have high custom duties for Finnish goods to import when the products on parts you have less custom and because of the quantity we have we prepare now you're right the fate of Indian operation and That should open in the second half of the year, but that's also very very early and I think we will we will inform about in one of the next news that is and I guess every day you have a potential new customers that are asking for new things to do And you could always come this this is going to be more and more touch screens bigger better stronger and Optically bonded right right you know it's we all the growth came because of you started filming us since since that moment It's it's really we have it and I for sure. I'm happy about this. We have from time to time Oh, I saw you on Nikola's YouTube channel, and I think I want to work with you it's definitely the touch business is dramatically growing everywhere and there is almost no industry which which doesn't go on touch devices and Luckily, yes, that's what we what we provide and because we do everything in our factory in our hands Including the optical bonding. We have I think right now a good market position at least for the industrial world Let's say for sure. I can't compete with somebody who's producing 1 million devices each time like a Samsung but when you go for industrial for let's say customized special products Which are a little bit different than the standard than I think we are the best partner you can choose customized might be the biggest market If it's the biggest but it's it's fair. It's again, we are we are quite growing next time when you see us. We should have again Significantly improved. We are searching now for two more floors and we are seeing have to build up there We will we will see it's yeah so every mayor should watch this video and Ministers and all these kinds of people that they need to get involved, right? They need to put these like in a On the public public squares public streets public everywhere for example bus stations Alright looking forward to come back Later, yeah, and then see what happened then. Okay. Thanks very much


I fear my paper will be too long. So just, there is a certain point where I can stop. Let's see where we go. So Vidyanandin was one of the most industrious medieval Degambara authors on philosophical issues. Eight works of him have survived. A reported nine work seems to be lost. This is the mathematical study of his work. We'll take more time, but one thing is safe to say. In Vidyanandin's thoughts, we can expect to find an attempt to refine the philosophical heritage of Jainism in a fierce scholastic context with the other traditions of Indian thought. The starting point of my research has been the issue addressed by most of the speakers today, namely Anikantavada or Jain Perspectivism. I am interested in the question how to claim that Jainism offers a model for reconcilating a multitude of perspectives is manifest in Vidyanandin's discosive practice. How does he deal with the numerous concepts of opposing philosophers? Are there in fact signs of a reconciliation? How does he handle the conflicts that undeniably exist between concepts pertaining to the core of the South Asian philosophical debate? That is the conflict in propositions about the nature of liberation, the nature of the self, of substance quality and the relation, of the means of knowledge and their object, et cetera. It turned out that Vidyanandin's discosive practice shows fewer traits of Perspectivism than I initially hoped for. More precisely, the notion of tolerance that was attributed to Jainism, even in scholarly publications up to the 80s, plays no role in Vidyanandin's approach to the views of other intellectual tradition. He slashes opposing views as firstly as any of his colleagues from the Buddhist Danyaya Department. More surprisingly than the absence of intellectual ahimsa is the sparse application of the theories on viewpoints and on modal predication in Vidyanandin's examination of non-gyne traditions. I did not encounter a Sabta Bangi statement in his Satya Shasana prediction, for instance, a work dedicated to the examination of tenets from non-gyne traditions. The terms Naya or Durnaya are not even used there. From this one could assume that this Jain author got carried away in his argumentation against non-gyne views and that he neglected perspectivistic tendencies of Jain thought in favor of the emphasis of an uncompromising philosophical stance. I do indeed think that absolute postulates coming with, that absolute postulates coming with such a stance are evident in Vidyanandin's work. However, I do not think that the theories of Naya Vada and Syaad Vada are mere goose to conceal these absolute postulates. I have previously argued that Vidyanandin was a way of dealing with non-gyne traditions does in fact reflect a pluralistic attempt to establish Jain belief. He thereby uses the method of falsification to solve a central question that is connected with epistemic pluralism. I put the question like this. How can it be established that a certain epistemic event is part of a wider complete vision of an object investigated? In my paper today, I will spend most of my time for expounding this question. I will be presenting less textual evidence than I hoped I will be able to, but I will sum up briefly my published interpretation of how Vidyanandin deals with the question. The proponents of a pluralistic epistemological model assume a variety of epistemic events for a single object. The components to be considered in this respect can be sketched as follow. First, on the ontological plane, there is something. Secondly, within the epistemological sphere, there is an epistemic event that reveals as an object. We see something, smell it, taste it, infer it, hear about it, et cetera. Due to this epistemic event, we are able to act with regard to the object, for instance, in the form of a speech act. The proponents of epistemic pluralism now assume that a multitude of epistemic events reveal one and the same object. Individual cognitive acts provide multiple epistemic excess for a single object. Each and every one of these epistemic events highlights a particular aspect of the object and thereby provides adequate knowledge. The theoretical counterpart of epistemic pluralism is epistemic monism. Within this epistemological model, a single epistemic event only would be accepted for providing adequate knowledge. The divergences and the characterization of a single object would not imply a plurality in the epistemic sphere, but would have to be regarded as a matter of speech. The unique epistemic event carries the potential to be adaptable to various contexts. Against this loose connection between epistemic excess and the acts based on it, representatives of epistemic pluralism can claim a very close connection. By the different point of views of various epistemic agents, the vision of one and the same object can be diversified to so large an extent that it would not make sense to presuppose a single valid cognition only. It seems rather reasonable to assume a variety of valid cognitions which are justified according to the particular standpoints from where an object is apprehended. In this respect, the parable of the blind and the elephant is sometimes referred to. The story is about a number of blind men grasped different parts of an elephant and gravel foolishly about the elephant's nature, proposing that it would be a pillar, a wall, a rope, et cetera. Within the context of epistemic pluralism, the blind men are to be interpreted as epistemic agents who have limited access to the thing as a whole. They grasp only parts and build a proposition on the limited epistemic excess available to them. The topos that... I'm sorry. This is the slide. The topos that limited epistemic excess is the reason for divergent propositions about one and the same thing is also a distinctive feature of China thought. Hemajandrein is Anja, Yoga, Vyavacheta, Dvartimchika, put it like this. In the way other statements, that is statements of other schools, are hostile because they are confronting each other as position and counter position. In that way, your tradition, that is Jinna Mahavira's tradition, does not fall to a position as it accepts all viewpoints without distinction. While other doctrines seek to establish the respective theories on a single view and therefore engage in conflict with each other, Jainism provides a worldview in which all views are considered and put into frame. Such a concept of Jain pluralism fits to the interpretation of the parable of the blind and the elephant sketched above. On the ontological level, an object possessing innumerable properties, anekadarmakavasthu is assumed. According to the specific conditions and intentions of the epistemic agents, the properties become manifest in viewpoints and perspectives, Nyaya, which grasp only a single part of the object, ekadesha grahin. These individual epistemic events diverge from each other according to different circumstances but converge in the object. They are the basis for various acts with respect to the object. Speech acts are to be considered correct if they are carried out in the awareness that only limited access is provided with the viewpoint. The adding of siad to a proposition would be highlighting this awareness. However, these components are not sufficient for a satisfactory description of the cognitive act. I hope to make this clear by turning back to the parable of the blind and the elephant. The epistemic events that lead to the false statements of the blind about the elephant's nature can be declared as highlighting parts of the whole under one condition only. Namely, if I know what they are talking about. If a form of knowledge is available that defines the object under investigation, completely partial knowledge can be identified as such. Only epistemic access to the thing as such allows for the identification of other epistemic access as being partial. If this complete vision is available as a cognitive criterion, one can declare statements based on the partial epistemic events as being correct in a certain respect. This distinction between two different types of epistemic events is reflected in Jainan philosophy under the terms Pramana and Naya. Yashavitri as Jainataka Basha puts it like this. Viewpoints are particular assertionments that grasp only a single part of a thing without rejecting the other facets of it, that is of the thing, which is completely defined by the means of knowledge. A graphical representation of this concept would like this.  The Naya more specifically would be a partial epistemic event compatible with the complete vision. Alternative epistemic access is not excluded. It is there. It lingers in the background but it is not the focus now. And resulting from this Naya is a correct statement about an aspect of the object. The dual Naya however would be the neglecting of other aspects. It is an epistemic event which disregards the complete vision of its alternative epistemic access. What results is a one-sided statement about the object. With Parmana Naya and dual Naya, the inventory for different types of epistemic access would be so far the following. We have Parmana, a correct and complete vision of an object under investigation. It is a valid cognition. Then we have the Naya also valid. They are a partial cognition of the effectiveness of alternative epistemic access is somehow implicit. And then we have dual Naya, the collection of alternative epistemic access and this would be the only invalid cognition so far. This inventory of types is the one most prominently referred to in the picture of China perspectivism. However, it is not complete with regard to invalid epistemic access. True, if one focuses on a certain aspect of an object, the neglect of other parts is an error. It is erroneous to say an elephant is a rope and nothing else. But what about statements based on epistemic events which are not directed at the object under investigation, neither as a whole nor as a part of it? What about the fools I'm sorry. What about the fools or the willful statements like in our example, the thing you are talking about is very tiny like a mouse. It is a statement based on an epistemic event which is not directed at the object under investigation. Speech is elastic and we can attribute anything we want to an object under consideration. The question is are our attributions adequate and how do we decide? How real, rational, acceptable cognitions are to be distinguished from meats, fairy tales, figments of the imagination, untenable gasworks and irrational dogmas in short how can objective knowledge and subjective prejudice be told apart? Taking this into consideration the inventory for different types of epistemic access has to be supplemented as follows. There is first the complete vision of the object investigated, then there has partial epistemic access including the acceptance of alternative epistemic access that would be invalid and then of course there is an epistemic event directed at another object and not the object investigated. Such an inventory may be nice but how do we apply it in the process of gaining knowledge? How can the blind be enlightened on the elephants to nature? In modern narrations of the parable sometimes a passing sage tells the struggling blind man what is all about. He shares his complete vision and makes them believe that their previous assumptions were based on limited epistemic access and they lived happily ever after. But how to make it plausible, preferentially and rational grounds that certain epistemic events are perspectives that is that they are consonant with each other and can be dissolved in a wider complete vision. In this regard it is interesting to note how the presumable complete vision appears to those who are lacking it. It is nothing else than another epistemic event dissonant to the others. It may be richer in content but still forms an unresolved alternative. I see two methods how an advocate of epistemic pluralism could make use of his epistemological model in the investigation of an object. Metaphorically speaking the wise man or a person who believes in him has two options how to explain to the blind what they have at hand. The first method would be the attempt to show them that they are somehow right in their assumptions. The second method that they are wrong. The first method consists in a collection of all the statements available and declare them to be based on alternative epistemic access for the object investigated. The sage could say the entity we are talking about is indeed like a pillar but that's not all. It's also a bit like what your colleague is saying, like a wall, like a rope. However this method of identifying certain epistemic access as partial and as consonant with others is rationally unsatisfying. It seems naive to believe that by gluing together certain epistemic events an integrative, cognitive criterion is accomplished. How should one know that the diverse epistemic events are referring to a single identity indeed and that they do not in fact refer to separate entities. Without the clarification of whether it is legitimate to connect certain epistemic events as referring to one and the same thing or whether they have rather to be stated separately as referring to different things, a discriminative criterion produced by a mere aggregation of components is a figment produced by historical circumstance. The second method to put epistemic pluralism to use is the falsification of dissonant epistemic alternatives to refer to the parable once more the sage or his follower could start saying you are assuming the invested entity is a pillar. Well, a pillar has such and such properties. They do not apply here. Therefore it is not a pillar. This is the method that Yanandani is using and I will finally illustrate it by the example how he examines the relation of jiva and cognition in the Satya Shasana Pariksha. The object of investigation is the relation of soul and cognition. For the examination of this relation, he collects four alternative statements as a first step. The divergent positions are soul and cognition are completely different from each other Savatabhina or identical in a certain respect Katanchitabhina or the relation is to be regarded as a complete identity Savatata atma or as a particular difference. The next step consists of a confrontation of the two respective pairs of contradictory epistemic events. In this pair here, one alternative is the position of the Vasheshika namely that soul and cognition are completely different from each other Savatabhina. The other is the giant's position that they are somehow identical. These alternatives are mutual exclusive dissonant to each other. It is not possible that both apply. What Vidyanandin now does appears to be most remarkable. He is not arguing in favor of the alternative proposed by his tradition. He is arguing against the other. This reflects a decisive stance in the question how adequate knowledge can be achieved. The stance is this an epistemic situation where two mutually exclusive alternatives are given for one and the same object for one and the same subject matter investigated may not be solvable with regard to their validity as both could represent false knowledge. But it can be solved with regard to their invalidity since at least one of them has necessarily to be false. If a falsification of one of two dissonant epistemic alternatives is successful a handheld is received with the remaining epistemic event. If this residual epistemic event withstands even further attempts at falsification it can be suspected that its content represents adequate knowledge of the subject matter investigated. With regard to the alternatives here Vidyanandin thoroughly falsificates the position of the Vashishika that soul and cognition are completely identical and draws the conclusion that the statement identical in a certain respect is the valid epistemic event. He applies the same method in the examination of the position of Advaita Vidyanta that soul and cognition are completely identical. And concludes that particular difference is correct. By this procedure the collected epistemic events can be gradually separated in two groups. A group of epistemic events which has been subjected to a falsification and another group of epistemic events which have not been disproved. Here now the epistemic pluralist can proceed to step 3 by building up the hypothesis that the later group consists of epistemic events that equally provide valid epistemic access and that by a complete vision of the subject matter investigated all of them have to be taken into account. I come back to the question of the paper. How can it be established that a certain epistemic event is part of a wider complete vision of an object investigated? Vidyanta's answer to this question would be in my eyes that we have to start with a confrontation of mutually exclusive epistemic events and the attempt to falsify one of them. His refutation of the main tenets of doctrine supposed to Jainism is not a mere logical consequence of the epistemological theories of the Jainist but an attempt to rationally establish it. Against the backdrop of a multitude of demonstrably invalid epistemic events, the respective opposed epistemic events can be regarded as valid. The Jainist's proposal and willingness to comprise the latter in a single unified and complete vision gains and strength and plausibility with every epistemic event that has been identified as false. The lesson for the blind men and for us is we are lucky if we find one who contradicts our statements. It could turn out that at least one of us is wrong. That's what I wanted to say. Thank you for your attention.


second panel discussion and I can see our session chair is already ready with a smile, not yet, but the smile will come in. Yes, the smile is there. So let's get into it. In a diverse country like India, where the dialect changes every 100 kilometers, did you know that? Yes, it does. How do brands communicate with the consumers and keep the local ethos and tonality in mind? We have an interesting panel sharing the insights, the views on the topic importance of multilingual and diverse cultures in building brand love, powered by AVP NADU. And I'm very delighted to welcome our session chair, Nazia Albi Rahman, editor, exchange for media. And of course, our great panelists joining us is Kavita Ganeshan, head, brand marketing, TVS, Eurogrip, Rahul Gandhi, CMO, India, and UAE, ID Fresh Food, Naveen Drummond, Senior Vice President and South Head, 82.5 Communications. And of course, Director Naveen's Naveen Kumar. And over to you, Nazia. And let's hear it from all the panelists about multilingual and who better than me? But yes, I'm already this one. Over to you. Thank you. Thank you so much, Mithin. And welcome each one of you. I'm really sorry that we got laid by 10 minutes. I don't know if there was a technical delay or what, but you know, it looks like that we're running late. So we'll quickly start on with our interesting topic. You know, marketing has always been a tough game. But now with the kind of explode we have had in the mediums in the last one decade through which one can connect with the consumers. A general market message is not serving its purpose, particularly in a country as vast and vibrant as India, it fails to include the unique culture, language, communication styles, media consumption habits of millions of Indians. So all of this makes a multicultural marketing strategy a must for every marketer in today's scenario. But how do you do that is what I want to know from all of you today. And culture in itself is such a complex concept. So I would want to start with one of the marketers, Kavita or Rahul, you know, on how can brands embrace a multicultural, multilingual marketing strategy? What are what is its importance? And how does it help the bottom line? So Kavita or Rahul, I mean, either of you can start. Rahul, you're on mute. Yeah, sure. I'll go first, Nazia. Good afternoon to everyone. It's a pleasure to be here with everyone on this panel.  I mean, a lot of us would relate to the fact that while we were growing up, I think Indian audiences were a lot more accepting of insensitivities with respect to regional and cultural and linguistic understanding by brands as well as content providers. For instance, I remember I grew up in a household which very happily watched Junoon in a dubbed regional language. And we had no objection to the way our language was portrayed there. However, I think today's Indian consumer and viewer is a lot more discerning. And a lot of that, I think we should thank the digital penetration for because a lot of people have now started consuming content in their own regional languages. And that's made them more discerning. And I think brands and marketers have been very quick to understand this reality in the last decade or so. And they see a lot of difference in their approach towards cultural and linguistic sensitivities. So if you look at it, a brand I've always admired as I grew up was Asian Pains because way back in the day, they had campaigns which were made regionally relevant. So while they had a Sunil Babu playing for the HSM market, they had a Chandru playing for a Tamil Nadu market. They always had their priority markets in place and they took care of their regional and linguistic sensitivities. Today, I think both marketers and creative agencies have really become aware of the fact that they need to be relevant with respect to the linguistic sensitivities. And they have invested in terms of both talent and outfits that can help this requirement. Rahul, would you want to add to it? Yeah. Hi, thank you for inviting me on the panel. I think Avita made some very interesting points, especially the point on how that is possible. People are less accepting of somebody else's culture now. But I'll try to give a perspective that I have on this topic. I think as far as cultural segmentation is concerned, I think marketing at least has taught historically that there is various kinds of segmentation and we tend to do whenever we are making media plans, we tend to do various kinds of segmentations, deciding, okay, this is how we want to target Northways, this is how we want to talk about it. So it's been there and this whole digitization that was touched upon by Kavita as well. What that has allowed is that as digitization has grown, targeting microcultures has become more possible. And now targeting microculture is obviously, if you have to target India, you have to target lakes. I don't know how many different languages and how many different regions. And the opening statement that Mithin had made was actually that changes after every 100 kilometers or so. So then finally what it happens for a marketer is that it actually enables him to reach out to small multicultural groups who may be speaking different languages, who may be having different lifestyles, having different income groups. And that makes the whole segmentation a bit more ROI effective. That's why marketer spend, when you ask them, are you going for broadcast media? Are you going for digital somewhere at the back of the mind? The undercurrent that you hear is it's more efficient. It gives you a better ROI. And I think as digitization is growing, multicultural targeting and channels which are catering to small psychographic user group or demographic or geographic user group will tend to see more investments.  I can call the other Naveen Naveen. So Naveen Kumar, I want to come to you. What is your perspective on this? Again, we are in the real estate business. So here, it doesn't change by the 100 kilometers. It changes by the projects. It changes by the postcode. One project could address a cosmopolitan audience, if you will. And then there could be another project that is, for example, there's a project where we have a vegetarian specific units. And then there are projects which are extremely cosmopolitan. So we need to end. There are projects which cater to an older demographic, so on. So what we find is it is like Rahul mentioned, it's efficient to target different communication to different audiences, depending on what they or what we want, wish they consume.  And in real estate, it's a lot more detailed, per se. It doesn't change by 100 kilometers. It's just project to project, postcode to postcode. Mr.  How much is the demand these days? And what are the challenges that you face? And if you can give us an example, from which we can understand that how you picked up a general message and converted it into a regional kind of a thing, and without the message losing its originality and the texture in other things. Sure, Nazia. First of all, thank you very much, for having me over and great being a part of this panel. Before I address this question, I'll add my two bits on the previous one, which you had asked the others. And it's a very funny anecdote. If you look beyond the four of now five southern states, for everybody down south, rest of the country is not India.  Fundamentally, that needs to change. And the irony is that eastern part of the country and the western part of the country asks, what about us? There's only north and south, and northeast is a different subject altogether. Thankfully, Goa is lucky because everybody loves Goa. Goa doesn't. Fundamentally, for me, that's the larger problem. And unfortunately, marketers cannot afford to do that. The most hated movie down south would be Chennai Express, because every Tamilian knows that no Tamilian speaks the way he's been depicted in that movie. Now, content provider, the film industry can get away with that, but can a marketer get away with that? The consumer is absolutely unforgiving. So it's a bigger challenge. And as Mithin rightly started this conversation, saying that 16% of the world population is with us. And we have about 28 states and union territories. We speak about 170 odd languages, 500 different dialects. And one recent Google data says that 90% of the people in India prefer to consume content in the local language. Now, this is the ground reality. How do you communicate to all of them in one language? We cannot treat India as one country. It's 28 different countries. And every country, every state behaves differently. And even within that, if you say, Eastern UP would behave totally different from Western UP, or Southern Tamil Nadu would behave totally different from another Tamil Nadu. And that is culturally so diverse. So strategically, what we do is at the same time, you cannot be positioning your brand 28 different types. And you cannot be communicating in 28 different ways. But broadly, one formula would be to correct and strategically, the difference that I see between the South and the North are that you know, there are certain certain category codes, certain codes of behavior that changes. You know, every time, and I don't know the reason behind this, but North and West are somewhere similar, South and East are somewhere similar, it comes to this particular behavior. And when you communicate and talk to people up North, what matters most is the looks, is the packaging, is the glamour question. Whereas when you come down South, it's more the claim or the reason to believe as we call that gets questioned. You know, it's more of an emotional communication that works better up North, as compared to the Southern part, it's more functional, it's more rational. And one very, very important point is that in terms of budget, whether it's the South, whether it's the East, people question it, who forms. You know, you need to give them that extra reason to convince them, why should I pay you that extra buck for your brand for these products? Whereas recency matters a lot up North. So these are certain codes that we follow, basis which of how we communicate as opposed to you slice and dice and look at the specific market that you want to talk to the product that you're offering, and hence you position your brand and your product on it. Well, one example I'll give you here in Bangalore, one of the largest clients that we work with is Himalaya, Himalaya, which is into personal care. On the personal care business, the hair care category is that we work a lot with, which is primarily to do with shampoos and hair oils and cream. When we talk to the 22-23-year-old girl up North, you know, for her, when you talk about a particular way of hair, and then what we promise is that if we, for example, I'm saying that I want to promise what I would deliver as healthy hair to you, what healthy hair would mean to somebody up North would be voluminous, silky, good-looking hair, versus that healthy hair, down South would mean long, dark hair. So do you change your core proposition? No, you don't. Your purpose still remains the same. Your proposition remains the same. Your promise remains the same. But what does promise, that promise translated to in the markets, that changes. So we fine tune it executionally.  So we need to have a dual strategy for brands when it comes to different markets.  I mean, for you, it is not just switching from one region to another, but two different countries. How do you do it? Localizing your content, keeping the cultural ethos and tonality in mind, by tapping the right cultural insights. What kind of briefs do you give to your agencies when you're launching the same product in India and Dubai? Luckily, UAE is mostly Kerala. So we can read it like a Kerala. But in fact, I think the way ID handled it, you asked me how I handled it. I don't know how I handled it. I'll try to answer that. But the way ID handled it is actually, I'm from Delhi. And I'm managing an idli, dosa, malabar around a marketing company. And I have had no experience of ever having cooked idli or dosa at home because we don't know how to make batter. The way ID has done it is actually the same approach. When we go into a particular culture, we tend to build teams which are made for that culture. That is one way that we do it. So if ID wants to become big in Mumbai or wants to launch in Delhi and already has an understanding of South, they will diversify that way by hiring local people. Similarly, if we were to be in UAE, even now UAE may be very similar to Kerala, but the fact that it is still a different culture, it is residing within a different culture. So one is that the organizational hiring strategy will be different. Now coming to how I would typically as a marketing resource in the organization would handle it. I guess there are two kinds of challenges involved in communication. One is production and then is dissemination. If you can produce it and you can disseminate it, you can most likely target. Now production would mean that you could produce it in many languages which are audio tubs, which is something that the TV industry has been doing over the past so many years. The other way is that you could actually customize the visual part of it as well because audio visual will be the entire completion of communication. When people tend to do customization of visual content, they tend to run into two kinds of challenges which are either a timeline-related challenge or a cost-related challenge. Luckily, these challenges are mostly only applicable to video content and video is the dominant one. These challenges are not applicable to static content. So creating a banner in languages and putting it up on a website is far more easy than creating videos with more than just audio tubs with video changes. Brands do it but it has a timeline and a cost challenge. So the way we handle it, luckily UAE is Kerala, so we go with the audio dub group and in digital for any static medium which is easily transferable and does not have timelines and cost attached to it. We tend to go multilingual and we tend to shaft out which is social and programmatic stuff and stuff that you do on Google. Well, Dubai is Kerala. ID is not just only South Indians eating. I mean we also eat it. I'm also from Delhi but I also eat it. So what about consumers like me? I mean how do you connect? How do you want to connect to consumers like me? We'll have a daily campaign or a Bombay campaign. Don't worry about that. Thank you. Because as you know Raman Navin was saying, they are very different and he made some very, very valid points that's differences between North and South. And yeah, we do understand that sometimes it has a single way of communicating to the entire TG because it's more media efficient, production efficient but it is not brand efficient sometimes. Finally, the point that Navin Kumar was making that each pin code has its own culture, actually each family has its own culture and that gets agglomerated to apartment societies, pin codes and then to town city states and then we say Asia has a culture. That's how it gets agglomerated but the deeper we go, the better we'll be able to connect emotionally. Kavita, your brand again is more about two billers and three billers and if I I mean correct me if I'm wrong, I mean maybe you are trying to cater more to two tier, three tier you know consumers. So how do you know what kind of messaging are you looking at when you shift from let's say Bhopal to Kochi, you know you're shifting between different kind of entirely two different cities. So what is your brief to the agency? So it's at multiple levels, at one level you know for digital campaigns like Rahul said it's fairly easier because you're just dealing with banners which need to be translated, creatives that need to change and stuff like that. But when you're doing your national media campaign like one of our recent campaigns, the learnings were immense because this panel discussion is exactly what I experienced in my professional life a couple of months ago because we were here building a you know a national level brand film which was supposed to make sense to the entire country because you know often I know that there are you know films that are getting shot with multiple cast and crew simultaneously today like a Babu Bali but unfortunately not all brands and organizations can afford that kind of a production cost number one and number two they don't have the kind of timelines and the third most important challenge is that usually a brilliant creative idea stems in one language and then to translate it in the true essence of that idea to other languages becomes a challenge. So you know our recent most campaign was exactly this you know it was around India being a country full of turns and we spoke about mode as a word in Hindi is so beautiful so simple so colloquial convert I mean translating that into multiple languages itself became a challenge and you know this is something which we dealt with you know we did a couple of things which I can share with the group one thing we did was we went to regional experts we went to language experts and cultural experts and we did not go for a translation or a transliteration rather we said take the essence of the script of the ad film and then rewrite it in your own language you know for instance there was I had a lot of personal learnings too over here for instance there's a small sequence in our film where it's based on the insight that Indians actually take a turn bases some superstitions like a cat crossing a road which most of us can relate to you know I mean we might not believe in it but that's something Indians commonly do when we went into the language translations of our script one thing we discovered was that this does not make sense to Amaliyali in Kerala it is you know people don't believe that a cat crossing a road is superstitious or you know brings in luck so we took care that we respect the cultural sensitivities of the region and when we translated this and got our Malayalam edits out we ensured that sequence is edited out of it so these are small nuances but the reason why I'm mentioning it is because there are many practical difficulties you know and not every brand is at that stage of the life cycle where they can rope in an Amitabh for HSM and you know Mohanlal for Kerala and somebody else for Tamil Nadu so Naveen coming to you you know I mean here all I can a lot of people can buy just because it is you know I don't attach so much of culture or ethos or other things to it but housing is something that you know it is it is it is all about you know living in the similar cultural kind of an area and particularly in a country like India where you know South Indians have their own societies and you know everyone would have want to have their own kind of you know traditions and cultures so how do you how do you handle it you know with every project that you launch? Thank you fortunately here real estate is a very targeted marketing segment so you know what you're targeting it's it's not going to be generic you're not going to reach out to everyone who makes let us say 10,000 rupees a month to whatever 10 lakh rupees a month it's it's the each project is different so the content that you create for a project would largely help because of the targeting of the project itself so the challenges arise when we go into a large cosmopolitan townships let us say a thousand unit or a 500 unit or a project like that that's where we start facing these cultural imbalances that we need to or cultural targeting that we need to address so what we start to sorry how do you address that? Correct so what we what we do is first we start off with a linguistic play so we for us it's a straight translation and depending on the project let's say a cosmopolitan project also allows us to do transliteration both from English to that language or the reverse itself so depending on the project and the medium we choose again real estate also has very little challenge from a video content perspective what Rahul mentioned because here or what Kavita talked about we are not going to create a lot of video content it's it's going to be limited video content mostly digital content so it's so much easier trying to you know get the banners up on your web pages get the the images out there or a print media or a print media advertisement be it on an English newspaper or a vernacular print paper or a magazine so it's that much easier but what we do is depending on the project we give we translate the advertisement or we also go ahead making new content because these content is not as expensive as let us say producing an outright video video content so that that makes life a little easier for us now Mr. Raman so you know I I kind of you you told us in your first answer you know what are the challenges that you face when you make these ads but now I want to understand what are the challenges that that you face when you get the brief from the marketers you know handling marketers you know when they want you know they want too much from you you know from that one ad you know when they expect you to replicate it from one language to another and retain everything that they want you to retain how do you handle that you know we resolve that in the right in the beginning itself at the starting point you know I'll have to go back and tell you it's without naming a brand if you can tell me you know how you what what kind of practical or impractical things that are expected out of you I'll I'll come to that in a bit and I'll give you the give me the largest solution you know as I was saying you know the very the very existence of 82.5 it will be it was created and the name 82.5 comes from the longitude of India that defines the Indian standard and and the purpose of our being was very similar to the parallel discussion that we're having here you know we said India is such a diverse country and we cannot treat India as one so the capability that we bring on and that's exactly what we go to every client of ours is that we bring in the capability of thinking in a particular language it's not about translating or transliterating or translating culturally and language-wise you should have the capability to think in that language I can't agree more with what Kavita said for example that she gave up a cat crossing a road if it doesn't work in again that doesn't work in again but there has to be a cultural ones that one should be able to relate to what a one of the bigger example I'll give you an adp news so that's an important client of ours that we work with strategically it's very very clear that the business model itself is a localized business model there isn't an English channel that ABP has ABP has a Hindi channel has a Bengali channel has a Tamil channel has a Marathi channel has a Gujarati channel now right at the top if you see the core of the brand and the core philosophy it's it's about being limitless you know it's it's about talking to people you know in a you know in a particular manner and that DNA trickles down into every market that you go but if you look at every market how we position ourselves is very different for example there's an ABP Anando in Bengali where we say which is which in English would means that it keeps you ahead the Hindi ABP news channel we talk about which is very similar but the moment you go to a Maharashtra where the culture is very very different where we say that open your eyes to see the world and the latest example is just about a month back we launched ABP in Tamil Nadu and the and the story was very very different we call it ABP Naadu so if you see the brand name changes every in every state whether it's a Naadu whether it's a Maja whether it's a Ganga so culturally you have to be very very different so when we came down to Tamil Nadu the biggest problem was that you know it's there's an outsider syndrome why would a Tamilian accept somebody coming from the north typically as I said and you're an outsider that's when you need to crack the code understand the problem what you're solving understand the relevance understand the nuances culturally on ground it's a very designing audience in Indian it's a knowledgeable audience people are educated they want to have a certain point of view there are certain traditions which they follow certain traditions they don't want they want to get rid of but yet they are rooted so these are the smaller pieces that we keep in mind and we came out with a campaign which basically said it was for the new Tamilian the new age Tamilian who wants to know who is basically a content consumer and just not a gross country so that's how you look at each and every pulse local nuances smaller pieces and you cater to that the problem is of it with with clients yes there are there are mostly at the mid-level we do face problems where people typically want to translate and you know everybody is at the expert in their own language and they want to translate it but as long as you're able to set this larger philosophy that translation is not the future ahead it's about who creating and it's about thinking in that language things within i see you log in but you know we started late so we'll take five more minutes I just quickly wrap up one last question and then we'll close the debate so you know one big fear with the you know when you adapt something from one culture to another is the fear of stereotyping you know like like somebody said right in the big name you know everyone who's in south is a madrasi and everyone who's in north you know is looked in a particular way so you know when you are doing this multicultural and multi-lingual marketing how can brands use cultural sensitivity in their messaging and eliminate stereotyping of a particular culture that's that's one thing that I would want each one of you to tell me as briefly as you can because we have already exceeded the time given to us Rahul we can start with you and we can finish with either honestly research if you really want a short answer yeah yeah because you know I face this problem every day what you just said you know I don't know how it will be perceived in Bangalore versus North Karnataka versus Kerala versus South Chennai I don't know yeah and if I would be launching in US tomorrow I won't know how it will be even the west coast and east coast so the best way to do it is test it out ideally before you get into production yeah because then the you know the the so test it out I mean that that's really how the challenge needs to be dealt with you know day-to-day organization marketing environment I think listen listen and listen more and more to your consumers that is a mantra which is surely not going to fail I mean I'm sure there are gaps but do you agree that there is always a sphere of steedwood I think which exists and you know when you have to show a South Indian you just dress that person in a certain way and you you feel that you are done absolutely and in fact I would go one step further to say even what Navin Raman spoke about I don't know how far that holds good anymore you know because today the South Indian woman doesn't necessarily want long black hair preferences are really changing and you know there are cohorts that are emerging across the country for different kinds of preferences it's making the marketing task much tougher on one side but on the other side I think what marketers should do and this is something which I personally practice and we do as a company as well use your brand level national level campaigns to communicate the overall messaging and when it comes to the regional sensitivities cultural sensitivities etc address them more through your btl and your digital activations so you know for instance we ran a consumer activation campaign Q3 last year so what we did was while the overall messaging was that of a consumer campaign which was called Taya Mela we used regional video content on YouTube to target different states and I'm not saying that's foolproof I'm not saying a person in Tamil Nadu only wants to see an idly becoming a tire not at all so what we also did was we mixed it up a little bit because you know it's no longer that a person in Delhi does not want to eat idlies or a person in fact there was this very interesting communication Zomato took out around Republic Day which was all around this about how so many madrasis so-called ordered Lucknow-e Biryani and so many people in Punjab ordered filter coffee and so on and so forth I think that's the beauty of India right so the challenges are only going to get worse also because you know people are transferable there are so many North Indians settled in Bangalore so on and so forth they're all becoming a little more cost more so there is convergence in a lot of things and there is going to there are going to be challenges as we go forward as well so my thing would be about using digital and VTL strongly to reinforce the regional messaging. Naveen. Sure what I would suggest I mean what we did was the use of local partners for local communication I mean we we empowered the local partners more in terms of creating content so we just gave them the guidelines you know basically what you can and you cannot do and everything else we gave a lot more freedom for the local content creator when for example we did a project in Vizag I can't speak a sentence in Telugu or none of my marketing team so all except one but the way we worked around was we use local partners and we allowed them give them a lot more freedom to operate so they are a lot more sensitive about what is happening there what is okay to say and what is not okay to say I mean that was one way we worked around. Naveen would you want to add something more? Just to to simply put you know the only solution to this is localization localization and go on a hyper local model as Rahul right in the beginning said research but when you do how do you how do you research and with whom do you research choose the right kind of higher the mine right kind of people who understand that culture who understand that language choose your partners accordingly you know even at 82.5 if there is a you know we have offices across the country in four different parts of the country whenever there is a requirement we reach out to each of the officers and take the help for that local particular because they understand the language and the culture and once better than anybody else so to me going hyper local is the way for. Thank you so much all of us for joining us meeting us back again and we have exceeded the time that was given to us it was indeed a very interesting discussion and we have been I mean every report that has come out in the last few years has been hinting towards localization and vernacular and regional be the future of media so thank you again for joining us and I would like to say goodbye now stay safe thank you thank you Nazia thank you to all our panelists thank you for joining us here and a very good evening thank you again


Hey everybody, welcome back to Magic Orthodoxy. My name is David and this is a deck review. Hey, today we're going to look at the superior deck. This is the black version from the Conring Arts Research Center. These cards were printed from the expert playing card company and they are done on their classic finish. These decks were recently released from Conring Arts. They did them in brick form so you could get the red brick, the blue brick or the black. I chose the black because it was the different one out of all the three. And you might recognize the back design. This has been on a couple of other different decks including their most recent reader backs. However, these cards are not reader backs. The superior brand is something that Conring Arts wants to have as a new series of cards that will encompass a large range of variations. So in the future you're going to see different finishes, different colors, all with the same back design, maybe a different back design, gaff decks, cards and lots, lots more. This is going to be their staple deck going forward. This latest release, they were solely focused on a classic design and a classic feel. The tuck case is made with a special synthetic paper that will last and last and last. It is actually tear resistant, tear resilient. So it will help protect your cards from moisture. Also, if you like that classic looking tuck case, it was designed by Jackson Robinson. In front of the tuck case says superior brand, fine quality playing cards, a classic black. And right across the top it does say the expert playing card company. This side says the expert playing card company. This side says superior brand playing cards. The bottom has some ad copy and the back design is of course the back design of the cards. Tuck Flap is really big and you get that nice superior brand logo again. And that is pretty much it for the tuck case. Let's take a look at these cards. Again, these are printed from the expert playing card company and they are done on their classic finish. You know, a lot of people always ask, how do I feel? How do they handle? That's all subjective. What I can do is tell you how thick these cards are. These cards come in at almost a B standard. They're about as thick as the Honey Bee cards that Penguin Magic released. They're as thick as the Arcana cards and the Camp cards that Dan and Dave released. The classic finish from expert playing cards is named classic because this deck feels most like what many card handlers are now used to. It's a softer stock that's easy to handle and this classic stock was developed by Lawrence Sullivan over at Legends Playing Card Company.  They handle wonderfully. They are traditionally cut for perfect weave shuffles and the cards themselves are thick so they are very resilient. You got that resilient tuck case as well and that's why they want to sell you the bricks as cheaply as possible either in blue, black or red. You could even get a combo brick if you wanted so that you could have a little bit of everything. The back design is simply a weave vinework that is beautifully balanced between the top and the bottom and you have a really nice thin border which makes for great flourishes and great fans. With this deck you're going to get two jokers. They are the jokers that you see in a lot of the expert decks including the Zen decks. It is simply a gesture standing with its legs crossed holding a fan of cards. The Pips and Indicee cards look very classic and they have a nice old like Times New Roman font in the corner. The court cards all have a very old, very classic feel to them. They definitely look like vintage playing cards. Also your Ace of Spades again very familiar to those who collect the expert cards and have the Zen cards. It is simply a mystical face in the center of a large black pip. Alright so that was my review of the Superior Black deck from the Conjuring Arts Research Center. As always recommend that you like this video just so other people can find it faster. We also recommend that you subscribe to this channel just to stay up to date on the latest in cards and card magic. If you want to follow me on social media you can. I'm at facebook.com slash magicorthodoxy twitter.com slash magicorthodoxy instagram.com slash magic underscore orthodoxy. And if you need more content you can always find it at magicorthodoxy.com. Thanks bye.