Okay, cool. So now we're back in the as manager, make sure we're in the correct drop down. Remember the dot at the top, we got the drop down. Go to the real estate one perfect. And now what we're going to do is click on no. Okay, perfect. So now the link that you have in your Gmail that's the bookmark link right so later on get back to that and throw that in the as manager folder, but from here, what we're going to do is just click on the dots to the left. Okay, and then we're going to go to events manager. This is how you get to your pixel this way. So it's manager and then we're going to continue pixel setup. Okay, install code manually, copy code. And then we're going to continue. Make sure all those are blue, which we're good and they were exit exit out of this. Okay, okay, so now we're going to go back paste it in. Yep, and then click apply. There you go. And then now there's always a three a three click exit from a cartridge page. So let's go to the top right the actions the green button, we're going to save progress. And then we're going to we're going to exit of this and then we're going to go back publish live. And when I publish a page live, I always want to get the page link. And I want to I want to edit that that that back end part. So I always want to edit that right away. So, as we go back and as we go into into future calls and I start teaching you the cartridge side, we're going to enter our own domain, like I'm going to want you to get your own domain so we don't have to tie it to this long link. But now it's fine. So let's just let's just, let's customize that back end and what I what I normally do is all change that am q1 all change that to the title of the page. So what do we need? What do we title the page? Um, strategy call. Yeah, yeah. So put that. Yeah, put that in there too. Yeah. I think it was. Schedule your free strategy call is that what we. Yeah, I think it was that. Yeah, schedule your free strategy call. Okay. And then push check mark schedule. Yes, the check mark. Yeah. Okay. And then get this link and upload it to a new. Yeah, so get that link. And let's just, let's just copy it. And then open it up in a new tab. And when you have your Facebook pixel helper when you're back on your computer, you'll be able to, you'll be able to see if that pixel is installed correctly, which it is but in fact watch send me the link send me the link send that link to me in the chat. Okay. Just you already have it copied just go ahead and hit the chat and paste it. Okay. I'm trying to. So you should see the chat the zoom chat. And then enter. So do you see that perfect. So come back over to my. Come back to my screen. Do you see. Let me see here. Okay, do you see my, my Facebook page? Yes. Yeah, cool. So as I click on your link. You can see up here at my Facebook pixel helper installed. And if I click on it, it should say, well, if I was logged into your if when you're when, when, when you get back to your computer. And you look at your Facebook pixel helper. It's going to give you the name of your pixel, which was real estate investors or something like that. Right. So yeah, but because I'm logged into my Facebook and I'm looking at your pixel. It just says Facebook pixel. But if you go back to your pixel. So, so go back to your Facebook pixel like watch for example. Okay, so this one ends in 5571. So let me, let me stop sharing. Okay, go ahead and share your screen. And now I should go back and I should say. Okay, so, so go back to the ads manager. Okay. Okay, so now, now let's okay there it is there 5571. Perfect. Yeah, yeah. Now let's refresh this page, refresh this page. The Facebook. This one right here refresh it. Yep. So this is what I wanted you to bookmark. So, here now it looks different right now the pixels different. So, so in the future, yeah, you can exit out. So in the future, this is the link right here. So let's copy this link. And yeah, go back to Gmail because I want you to do this the right way. So let's, let's, let's copy this link and this is our pixel. Okay, so, so, so in the future in the future for every page from this point on. Now, what we went over on our previous call where we're two very important numbers, your business ad manager number, and your, and your ad account ID number, your business manager ID number and your, and your ad account ID number. This is also somewhat of an important number as well now Facebook's not going to really ever need to know it but just internally for your, for your knowledge for your, for your knowing. There's your pixel ID number 74153. So that's your pixel ID number. Okay, so that's always good to know as well. So, from this point on, if you ever need to add your pixel to a page, you'll click on add events. Add events to the, to the left. And then from a new website from a new website. And then you'll simply come back into I want to use this pixel for every kind of real estate investor ad that I want to do. Yes, for everything pertaining to this business. So, real estate investors, if it if we're running ads to a to a to a landing page. Yes, this pixel goes on every landing page from this point on, every landing page, every thank you page, every random page in a funnel. When it pertains to this real estate business. Yes, this pixel is the only pixel that goes on all these pages. Okay, cool. So hit add events. Let me walk you through real quick at events, and then from a new website, and then we're back here. Okay, and then you just get the code and then you put it on to the, to the landing page. All you do. That's all you do. And this is just pixels is from my understanding it seems like it's just a track, your info track your leads, see how much is happening like it's activity and stuff like that. Yes, like so for example, the pixel is now on the landing page. So as we start to run Facebook ads, Facebook is going to start tracking everyone who lands on that page. Okay, and why do you need to know that, because you want to know the amount of clicks, you're going to want to you're going to want to be able to create a create a custom audience, which is what we mentioned earlier, which we'll get into on our third call we'll start filling in the blanks for custom audiences on our third call, but at least we have the page open now. The first landing page, but the pixel allows you to create a custom audience because as we start to run Facebook ads, there's going to be X amount of people that land on the page and leave. And there'll be X amount of people who land on the page and fill out the form and schedule the call the pixel tracks all that for us. So, and the people don't fill in will still be able to retarget. Yes, we'll be able to retarget because the pixels on that page and because we set up a custom audience around that pixel. Okay. Yeah, so the pixel is just is just tracking everything. And then as we go into future and as we go into our third call, we'll start categorizing everything, meaning we'll set up a very specific audience of those who land on the page and land on the page only. And then those who actually opt in, those are people who then go to the thank you page, right, they go to the thank you page they opt in. They go to your landing page they enter their information they go to the thank you page that thank you page so let's go back to Cartier real quick. What you'll want to do on Cartier you have your landing page there's your squeeze page. Now let's go back to Cartier. And now what you'll want to do is you'll want to create. Let's close and then let's hit return a dashboard. So again, it's a three click close three click exit.  So now what we what we should do real quick right now is just set up a quick thank you page. So hit the green one. And just go to thank you pages and just pull a random template. So the pixel is going to go on this page as well. And this page should put a video on the thank you page I wouldn't end for sure bro like I would for sure for sure for sure. And I'll tell you exactly what you should say in that video. Okay, okay, let's name this one the same as we named the opt in page, but this one's going to say, thank you page. So that's what you want to do also so as you start to build out pages for specific funnels. Name them the same. Thank you. Put it in that. There you go. Yep. No site particular hit create. So again, you named it seller seller seller page seller thank you page by default. That's also the name of the title of the tab. So we don't want to name that we don't I don't want that to be the title so let's go into this.  Thank you for thank you for scheduling your call or no thank you for thank you for. Let's say thank you for. I don't know thank you for your interest. Let me go more into this I'm going to show you a different I'm going to show you how to set up these pages a little bit differently for the objective that you're after you're after appointments. So we don't necessarily need them to go to a landing page to opt in, and then come here. What we want to do is maybe maybe take them from an ad straight to a page, where when they're entering their information, they're actually scheduling an appointment. So we need to like a calendar to like a calendar on that first page, which we'll clean up later right here I'm just giving you the example of installing this pixel. So we'll do that we'll do that we'll do that later because that that's exactly what I'm doing on my end with my business is I'm going to start running ads for appointments. So I'll show you how I'm doing it. We'll get into this in our future calls. But so now in this case, all we're doing is we're changing the title and remember, it's only on the landing page it's only on the squeeze page where all that other stuff is important the description description. Okay, yeah, we don't need none of that on the thank you page, just the title so go ahead and click apply we don't even need an image. So now what we want is is go ahead and go back SEO parameters hit the back arrow, or you can X out, whatever. Now we want to track the same. There goes that pixel. Okay, actually that's that is that it is that the pixel. We can just go ahead and let's do it again. I don't think I don't just make sure. Yeah, that's not the pixel. So let's go back. So add events. Add events from a new website and still copy code. That's it. Perfect. And then X out. Okay, go back here. And then paste it in right there. Click apply. And that's it man. So green button at the top right, say progress, publish live. And then and then and once you publish live let's always get in the habit of changing out this link customized in this link. So you could just put anything for now and you can always change it later. Yeah, perfect. Yeah, you can put that for now. Okay, yeah. Can't wait to speak to you or something like that. Yeah, to speak with you or whatever. Yeah, we can always change that later. So there's the link, the pixels on that page now. And now that we have the two links. So we have the link for the landing page, we had the link for the thank you page. Now what we can do, which we'll do on our next call but our next call is now setting up custom audiences and setting up custom conversions. That's our next call. Now that we have the links. So do I want to put this into a separate page though. Not yet. Not yet. We don't we don't need to do it now yet. So let's close this out now here's here's what I'm doing for this one and I'm recording the call for you. So don't don't don't don't worry about taking notes on this. This right here this thank you video. Here's a few bullet points to touch on as you cut this video and this could be a short video something simple on your cell phone, keeping it real keeping it authentic and just being very genuine being being Ethan. You know what I mean. Yeah, but the four things to hit on is number one. I'm thanking them. That's a bullet point. That's bullet point number one. I'm thanking them. Thank you. Thank you. Thank you. Thank you for your interest in what we're offering. It's thank you. It's thank you. Number one. Number two, I'm introducing myself. So I'm just giving a little brief description of who I am and why I'm so fired up to help people. That's number two. Yeah, number three. I'm telling them to check their email because I just emailed them some detailed information that they're going to want to read right away. So whatever your business pertains to your emailing them something right away. And by by by by by verbally saying that, and by making them actually physically go and check their email. It already psychologically gets them in the habit of checking your emails. So it's a little magic that we're doing psychologically like I'm already programming you to check my emails. And so that's bullet point number three. Check your email because I just emailed you some great information that's going to tell you this this this and this. And this is different from the video it is I'm supposed to make for. Oh yeah, this is after the fact this is after you captured the lead after they're already in your world. Yeah. Number one, I'm thanking them. Number two, I'm introducing myself. Number three, I'm telling them to check their email. And number four, I'm telling them to click the button below to schedule their free strategy call. So what we'll end up doing is we'll end up putting a button right here and when they click on it it goes straight to your cartridge calendar. Okay, okay, so those are the four bullet points. And we'll clean this up later, but but now that our pixel is on the page now that we have the new pixel page bookmarked, we're good so return a dashboard. Okay. And now now we're good. So the same thing applies for any page from this point on, it's going into the SEO parameters changing the title of the tab, and then adding that that pixel. Now, here's another thing too. When it pertains to the same business, the same funnel, you can always clone a page. So if you click on the three dots and you clone it. I'll say you want to just work around whatever you have. Everything comes with that that clone. So that Facebook pixel if you were to clone this, it's going to duplicate the page and that Facebook pixel is already on the page. Okay, so I, okay, so I can just keep the same type of squeeze page that I want and just change around the images and stuff. Yeah, man. Yep. Yep. And the pixel is already there. So the pixel already be there. But what you'll want to do is change out the title, you'll always want to go in hit settings and change the page title for everything because every page is going to be different. So, change that page title. And, and that's it. So, and that's why look, you have the you have that title up at the top with the cartridge page schedule your free strategy call you see how you how it says right there on the title of your squeeze page. So that's the page. So that's that's the tab title. So that's really cool. That's really important. I want it to be, you know, a call to action to whatever the heck. I'm trying to make them do. For sure. So, so that's the pixel. I wouldn't have been able to do this. This is a little bit more. Good, good, man. Good, good. So, and we got a shitload more to learn, bro. So we have, we have, we have some good, some more good stuff coming on, but I could pour it all on you right now, bro, but it'll be overwhelming. So that's why I take it in steps. So, so that's our pixel. That's very, very important. Our pixel code or pixel ID number bookmarking this knowing how to get to it and knowing how to add it to all these cartridge pages. That's this entire call right now. So yeah, go ahead and send it. And that's your master copy right there. So, let's schedule our next call as soon as you can. And that's when we're going to take these links and go and create custom audiences and custom conversions. Okay, okay. Well, that call whenever you can. Do I need to stop sharing? Not necessarily. You can leave that at this. We'll end the call now. But, but yeah, schedule tomorrow if you're available. And we'll knock out call number three tomorrow. We can knock out three, four and five tomorrow if you want it's up to you. Yeah, no, I'm totally fine with that. Do I just schedule from within the email that you sent me. Yes, that calendar link. Yes. Okay, so I can just go in from here and get a schedule time. Actually, it wouldn't be there. It'd be hit your inbox. It would be, let me take a look at your inbox real quick. It would be available calls. There you go. Perfect. It'd be that one right there. Okay, so schedule it there, man. And then we'll continue with the next few steps. Okay, do I do what it would be fine for me to just go ahead and do multiple. Let's do it, bro. Yeah, I think you have to do one at a time. But yeah, man, set it set him up. Okay, set him up and we'll we'll go from there. Okay, we'll hear. I can go ahead and I guess stop sharing, but yeah, man, thank you. And use the same use the same email that that I have you down for I have you I have you you you you put in two different emails initially but let's let's stick with just one for for you and I Edmiston. Yeah, the dot seven. Okay, yeah, perfect. Okay, awesome right on bro sounds good man I'll talk to you tomorrow. Thank you so much bro you're very welcome. See you later.


Ayalit is the foremost internationally acclaimed authority on developing true connections. Ayalit is the founder and CEO of Universal Connections Inc., the world's premier relationship firm that is revolutionizing life through wholism and truth. A highly sought life and relationship coach, professional matchmaker, astrologer, philosopher and author, Ayalit is always Ayalit. Today's episode of Always Ayalit is brought to you by Mese Grill and USGoldCoins.com and CarpeVN.com. Thank you and welcome to the, and thank you for joining me. I'm sorry. Good evening, everyone. Thank you so much for joining me for the commemorative episode of Always Ayalit in tribute for the victims and survivors of the attack on America that occurred 10 years ago today on September 11th, 2001. That day forever changed the lives of New Yorkers and Americans and our lives will never be the same. There's a lot I want to talk about tonight and I have with me in the audience, in my studio, two very special honored guests that are honoring me with their presence, William and Christine Koch. But before I introduce Bill and Christine, I have a few points I would like to make with regards to the attack on America on September 11th, 2001. This attack, the act that occurred was so horrifying and so heinous that it's beyond words to describe, in fact, when I was preparing for the show earlier this afternoon, I was at a loss for words, which is not usual for me, to describe what exactly happened. And what happened was an act of war, it was a preemptive strike against the United States of America, against liberty, freedom, all that we hold, all that we stand for, all that brings us here as Americans from all nations, from all religions, from all backgrounds to be one nation under God, indivisible with liberty and justice for all. And our enemies, the attack that was preempted upon us formed by men in uniform that we could identify as was the case in Pearl Harbor, in Japan, in World War II, and all the preceding wars that we suffered as Americans. Our enemy was from within and they used our American life, our values of life, liberty and pursuit of happiness and freedom to perpetrate unsuspecting, unsuspecting innocent civilians and destroy the lives of so many, of so many Americans and so many people. I have some statistics about the attack on 9-11 that occurred. The time of impact of the first tower was 8-46 a.m. The second tower was struck at 9-02 a.m. The time the burning towers stood, 56 minutes and 102 minutes. The time they took to fall, 12 seconds. Do you realize the importance of those statistics, folks? They took at least five to ten years to build those towers and in 12 seconds, in the blink of an eye, they were annihilated and destroyed and with them took so many American lives, so many fighters for our liberties, for our freedom that perished our firefighters, our New York police department. There were 2,819 dead in the towers alone from 115 different nations, 343 firemen, brave souls who went into burning inferno of a living hell and perished on that day to protect New Yorkers, to protect American civilians in a feat that was beyond anything they knew or understood at that time. There were 23 New York PD casualties and 37 Port Authority officers who perished on September 11, 2001. This attack is so horrifying, but again I reinforce that it was an act of war and was an act in as a strike of terror, a well organized, well planned, well executed attack that was perpetrated upon us, unsuspecting, innocent civilians. And this strike, although it was relatively new to New York and the United States of America as such, is not new. This is not new in other parts of the world, folks. Terror attacks are everyday, everyday common occurrences throughout the world and especially in the land of Israel, which is very dear and close to my heart. A terror attack is an act that represents no respect for life, no respect for liberty, and no respect for humanity whatsoever. This is not an act of defense, this is an act of war. And when you're using our civil liberties as a means with which to perpetrate their attack on us, there's nothing more heinous, there's nothing more despicable, there's nothing more, I can't say animalistic because you know I'm in love with my little boy Oscar and animals don't behave this way. It's just hateful. It's only human.  It is hateful, it is horrific and it is terror. And I wanted to take a few minutes before I introduce my guests to describe and to perhaps share some insights of what terrorism is. Terrorism isn't just a word in the media.  But bullying is no different than terrorism. It's using vile despicable tactics to assault another directly or indirectly and leave that other feeling afraid. Their sense of security, their sense of their natural rights of life and liberty and personal freedom to be and to live and to go about their daily existence is now threatened and will never be the same because of an act of terror. Act of terror could be an abusive husband, an abusive wife, an abusive parent. It's any attack that is preempted or sometimes in some cases unconscious but in the war on terror it's definitely orchestrated and planned where they willfully and maliciously and intentionally choose to use subversive insidious tactics to assault and suppress the individual personal power and liberty of an individual or a nation or a group of individuals or communities. Terrorism is a reality, folks. This isn't just propaganda in the media, in the newspapers, it's a reality for people to take and to attempt, there are some groups of people out there that are attempting to denounce you know that and come up with so many, I won't even go there, ideas of the cause of the attack on September 11th and it was, it's preposterous how they can organize three planes and there's so much evidence to support the facts that happened in the lives of parents so please folks as I've urged you in the past, I urge you yet again, listen to your heart, if it's reasonable, if it makes rational sense, it is the truth. Terror attacks occur every day on this planet, maybe not in New York City, thank God, maybe not in New Jersey or California or Ohio but they occur and the attack on September 11th was an attack on America, an attack against everything we stand for, everything we represent liberty, capitalism, freedom. Our security was shattered but we are fighters and we are survivors and as such I choose to regard this episode tonight's show as a commemorative, not a memorial to September 11th but a commemorative for we will prevail, everybody, as I'm sure you've already noted I've always believed that everybody has a story and if you ask a New Yorker or anyone living within a 100 mile radius of New York City where they were on September 11th, I'll bet you they have a story to share, personally my story is thank God not as bad as it could have been but very interestingly for me, only five days before, I believe it was September 5th, I took a road trip from New Jersey, from Bergen County, New Jersey where I reside to Washington DC, I was in the process of organizing my company and registering my trademarks for my company so if anyone knows me personally, I do it myself and I get it done so I drove to Washington DC on September 5th, I stayed overnight and on September 6th, I registered for my three registered trademarks for my company and I had dinner that evening with actually I met with two old friends, work friends from previous incarnations one works for the SEC, we had dinner down in Georgetown and when he was driving me back to my hotel which was in Arlington that night, we drove past the Pentagon which I have never seen before, I had many visits to Washington DC but I've never seen the Pentagon and he pointed it out to me and I was like oh wow, that's where we do it all, the following day I had dinner with a very dear friend in Reston, Virginia and we met up, I think we had lunch or dinner, it was a quick meet, I don't remember how long we spent together and ironically she was the one and then I drove back home to New Jersey, to New York, I was residing in Fort Lee, New Jersey so having just returned from a long road trip, the morning of September 11th was a Tuesday morning, I was awakened, a phone call at home by my friend who I had just seen in Reston, Virginia, she woke me up because she was concerned for me knowing I'm in New York or I'm in New York, I yell out are you okay, she woke me up to the events that were already unfolding as of 846 AM on the television screen, I got up immediately, I went to the living room, I turned the television on and I was literally glued to my television set the entire day, I believe at, I was just shocked, I remember being an utter shock, I remember being completely numb but I remember without even, there was, at that time, at 945 AM, at 10 o'clock AM, there was no editorializing what was happening because it was still happening, it was still unfolding, the towers hadn't crumbled down yet and I remember sitting in my living room in Fort Lee, New Jersey looking at the TV screen and saying to myself, this was an act of war, I just knew it, I knew it then and I know it today and then of course what had ensued to unfold was quite compelling, the following day I left my home to go about my business and it was very sad, living in Fort Lee, New Jersey which is not even five miles from Manhattan, I smelled the fumes of the jetliners that was in Fort Lee, I went to Starbucks where I frequented every morning and I learned later that day that on that same sidewalk, on that same sidewalk where I traversed each and every day and continued to until I moved from that neighborhood to get my morning coffee, terrorists shared that sidewalk with me, shared those same footprints with me, to access the mailbox as it's said during the exact same shopping center in Fort Lee, New Jersey where they conspired to attack the United States of America. I can't, I don't know if this resonates for each of you or for any of you and what I'm saying clearly thank God I was safe, I was home, everyone I loved was home safely but I do love America and I do love, I know that in, there's a photo on my Facebook of me posing with two of New York's bravest on a fire truck right across the street from the, at the time World Trade Center, that image was taken in 98 or 99 and you can see in the reflection of the photograph, the reflection of the towers in the images, an eerie photo especially in today's light and I wonder if those beautiful firefighters are with us still today, I believe they were in the 20th, is it the 20th precinct or whatever but that's my story, that's my story for September 11th, 2001 and I remember thinking that we were at war and I remember thinking also that now America gets a chance to see firsthand what Israel experiences every single day and not just Israel, terrorist attacks have occurred and we hear about it on the news so doesn't mean anything to us but every human life that perishes because of a terrorist attack or because of hatred of any kind should resonate for each of us, for each of us because every loss of life, every life on this earth has meaning so I just wanted to share my story of September 11th, 2001 Joining me today as I already noted earlier is a very, my very special honored guests they are here to share their remarkable story of survival and how faith and courage is manifest in their lives for better or worse and with me today are the exceptionally beautiful William and Christine Koch William Koch Jr. is the author of casualties of war, words and images from the heart of a gold star father, Bill and his wife Christine were married in 1978 after an unrequited high school crush, they are lifelong residents of East Brunswick, New Jersey where they were educated, worked and became the proud parents of three children Lynn, Young Bill and Stephen. Christine is a nurse for the past 30 years and has been working in oncology for the past five years while Bill has worked as an IBEW local 456 electrician for 34 years. They have been married for 32 years and together they have struggled and grown with Christian and family values that are instilled in them and passed on to their three children. Their children Lynn, Bill and Stephen continued a caring and concerned effort to themselves and others. Stephen's service to his country as a member of the 82nd Airborne was a tribute to his older brother Bill who was working at the World Trade Center in New York City and survived the attack on America on September 11, 2001. That day changed their lives forever. For Stephen it was motivation to enlist in the United States Army where he would make the ultimate sacrifice. Stephen's dedication and courage to defend his family and country deployed him to Afghanistan in January 2007 where he was killed in action on March 3, 2008. This heartbreaking tragedy was an overwhelming loss to the family especially Lynn.  Lynn suffered severely with post traumatic stress disorder from the loss of her baby brother. This condition eventually resulted in her tragic suicide on May 6, 2010. Young Bill who is not with us tonight has just completed his training as an IBEW electrician and Bill, Christine and Young Bill continue the family legacy of caring for others and paying tribute to our armed services and troops while working with groups that provide support to veterans and wounded warriors. Thank you so much for being here today William and Christine Koch. I also wanted to add folks that Bill and Christine they exemplify one of the many many all American families ripped apart by the events that transpired on September 11th and we mustn't ever forget and must always remember why we are here today what brought us together and continue on the positive legacy of faith and courage and so without further delay please allow me to welcome you Christine. Thank you so much and Bill. Thank you very much for letting us be part of your 9-11 tribute show. I really appreciate it. It's my honor and my pleasure and I know I brought some tears to your beautiful eyes Christine. Why don't we talk about how we met or? We met through her brother was a good best friend of mine and eventually I got around to asking her out and we just went from there and kind of been inseparable ever since. You had an unacquainted high school crush when Christine I think was a year younger than you in high school. What brings us here today is I was I guess planning a commemorative episode for September 11th and we were networking online and you commented about my show and then I commented back and then I inquired a little bit more about Bill and I discovered that you lost not one but two of your children to September 11th. Tell me about that. The resulting from 9-11 attack on America our oldest son William young Bill was working in the city. He was right at the Trade Center when it happened. Our whole family was affected where we didn't know where he was at for 10 or 12 hours until he finally called home. Lynn was at St. John's University. Christine was working in Middletown I believe at the time. I was working in Edison and young Stephen was in East Bungalow High School. Lynn was at St. John's in New York? Yes she was in New York too. But I actually went back home to get a landline because none of the cell phones and that eventually everybody called in to me and we just waited it out and the first words out of young Bill's mouth was I'm alive. I think he called like four o'clock in the afternoon finally when he was able to get to a phone in Brooklyn. Where was Stephen on September 11th, 2004? He was in high school I believe he was a junior in high school and he was one of the kids that was affected where they grouped all the kids into counselors rooms or library to if you had someone in the city all the schools reacted the right way where they tried to keep kids calm because no one you know really knew what happened. What was going on? Yes I have to say Bill that when you and I first connected and exchanged our first dialogue I believe it was August 31st it was just very recently. Right. And I learned I learned of the extremity that you as an individual man suffered and one of the first words I said when in my very early on in the dialogue I said is your wife still sane because my heart my heart went out for you and I just can't fathom for you to don't know no disrespect to the father but I'm always I always I guess attribute the way I was raised a greater affinity for for a mother bearing and birthing raising children and I just I can't imagine anyone enduring that degree of pain in such a short period of time two young beautiful children to perish in such a way I literally was moved to tears I it took me about 20 minutes to collect myself when I heard this story tell me what how did this progress I understand that Steven was directly moved to enlist in the army and and and folks it's a natural occurrence it's historically known that after every attack that Americans have ever suffered Pearl Harbor there was a grave of the America's finest and I'm not talking New York New York's finest I'm talking America's finest young beautiful brilliant American souls would go and not be drafted but enlist and volunteer to sacrifice and put their lives online to protect their families and their country and to stand and to honor to honor who we are and who they are but but tell me tell me your reaction to Steven when he first told you I want to enlist when Steven originally told me he wanted to enlist as a mother I tried to talk him out of it I begged and pleaded what mother wants to send their child off to war I'm very proud of him but I talked him out of it I actually held him off for two years really I did I did my best how did you manage to do that just he he just listened to me I just I just please Steven please don't what was his argument what was he saying he wouldn't he actually didn't argue with me Steven was not really argumentative okay um he just did odd job Steven was not um he did not want to go to school he did not want to go to college that wasn't his thing so he tried mechanics um he kind of liked it and then they got bored with that he moved on he'd work at a gas station he worked at a pizzeria he did everything and everything yeah why didn't he go off to college like his siblings Steven did not like school okay I mean he very brilliant very smart but he did not like school yeah so he brought his mind in fact I don't like school that's what makes him such great minds because he can't be recommended they can't be controlled yeah and that school was just not his thing he didn't want any part of school I told him I would pay for it just like we paid for it Lennon Billy um he no so uh one day he just came home the papers were thrown on the kitchen table I'm going I stared at them I looked at him I picked up the phone and called the recruiter and I said what are his chances and she said well you know he took the test he aced it he can do anything he wants but he wants infantry so 99.9 he's going off to war and I you know I was kind of yelling at her she was used to it she was trying to calm me down but um I had to accept it so I hung up the phone and that was it um I did not fight with him what moved him what do you think moved him uh the biggest thing that moved him was that his brother was in danger that America was being threatened that his family had suffered he saw the reaction of his brother who was suffered his own post-traumatic from witnessing what happened at the towers anyone that was there or saw those pictures of people coming out of buildings and what happened to what happened to all the firemen and the policemen there is tragic and it's it's traumatic how can anyone not be affected by that so he he really took that to heart that he was protecting his family his country his freedom and others and he when he when he got to Afghanistan he was really dedicated to protecting others that could not protect themselves he would talk about that constantly that how important his job was there that he fell in love with that ability to help other people um in the United States of America at this time Bill and Christine I'm sure you're aware there's a lot of negate you know liberal opposition to the war and you know it's I'm offended as an American I'm offended as a Jew I'm offended and as an American I'm offended because we are attacked it is our obligation our absolute life requirement to self preserve first at all costs we didn't pick a war we didn't pick a fight but if we're being attacked we must defend ourselves and I don't think many Americans really get what it takes to have you know in Israel and in Israel we're drafted at 18 every Israeli male or female is drafted to the military I think you're only the only exclusions are if you're ultra orthodox which by the way I have issues with and or if you just got married you can defer it for a year or something to that effect but every Jew in Israel is drafted to the military and this is a day-to-day life way of life that every mother like yourself is sending her children off you know I just reconnected with one of my my best friend from 25 years ago when I was going to university in Israel I just reconnected with her and her oldest son now is in the army he's on the front I mean he's out there and he's also in infantry fighting your son was an 82nd airborne power trooper though he was I am I have to tell you I love him I never got a chance to meet him or hug him but I absolutely love him 82nd airborne is America's guard of honor it is it is the it's like it is the even in Israel the tan hanim in Israel are the power they're like the best it's like everybody knows that and I am I am so honored they are so moved they're they're prepared 82nd airborne are the only that are prepared to go out within 12 hours to fight a war there's no other unit that can do that Steven was deployed to Afghanistan in January of 2007 he was killed in March 2008 was he here did he visit you during that time no oh yes excuse me he had a he had a 10 day leave in June okay and tell me about his visit with you what was it like when he came home it was much too quickly first of all I 10 days is a short yeah to do a 15 month tour to be home 10 days it went it was it was coming on I couldn't hug him enough I don't know I just he was very dedicated you could tell the difference in him he was he became a very serious person um maybe a little bit of being staying isolated away from his family to a point of of knowing that danger he was in every day you know we we would talk on the phone and I would I would think he would say oh yeah we just went out on a mission we're back and I would think he was safe and I would say oh wait at least you're back safe a bit he's there's no safe place here there's no safe there's somebody watching us at all times I mean and that's part of what we look at now and we try to remember that he was so um dedicated to that honor of protecting other people and and he really felt that in his heart that he was helping his family helping his country and he was he and he was a couple and that is the importance of today in my show today is that this is a person we're talking about this is someone's life this is someone's life we're talking about parents that birthed him and created him and gave him life and and beautiful people I have to emphasize what an exemplary couple you are and I mean that in every extreme and I know that your life isn't fraught with ease at this time and there's tensions but you must stay strong you must continue the love if we don't and I mean that as Americans and as you as individuals and as you as a couple if we don't they win and then God God God forbid Stephen perished in vain and we don't want that to happen never never never my darling um I was going to ask you something um tell me about well actually we need to take a break for a commercial but when we come back I want you to tell me about the events that took Stephen's life so um um just stay with me we'll be right back after these these messages from our very valued sponsors first I'd like to thank mezegrill.com where authentic Mediterranean food meets modern flavor now serving breakfast on 8th avenue at 55th street in New York City just a couple of blocks south of Columbus circle and I'd like to thank usgoldcoins.com that's 1-800-HOTCOIN our trusted advisor for investments in rare gold and silver coins and he takes the mystery out of buying silver and gold by holding your hand they take a hands-on approach better to call and speak directly for current inventory again that number is 1-800-HOTCOIN and I'd love to thank carpayvm.com seize your market say it with video Charlie works closely with you from beginning to end to ensure that your video makes an impact video on the web is ideal to engage your viewers and I'd love to hear from you please give me a jingle at my Ask I Yell at voicemail that number is<PHONE_NUMBER> again my Ask I Yell at voicemail number is<PHONE_NUMBER> or you may email me at ayelet at only1tv.com that's ayelet at only1tv.com if you ask me a question I may answer it on an upcoming episode of Always Ayelet and so without any further delay we're back in the studio with the beautiful exceptionally beautiful and courageous and faithful William and Christine Koch gold star parents of corporal Stephen Koch who perished in Sabari Afghanistan on March 3rd 2008 his enlistment to the US service was a tribute to his brother his older brother Bill who survived the attack on America on September 11th 2001 so if you would Bill and Christine tell me what happened how did Stephen die? Stephen's platoon probably about 20 to 25 members came back from a mission that they had been out for I want to say five or six days I believe it was and they had just gotten back to a what they would call a safe base or a standing base or a forward base and I believe they were only there maybe within an hour and through the gates of this base was a truck driven by a suicide bomber that was loaded as an IED what is an IED improvised explosive device improvised explosive device that means there was no there was was someone driving the truck suicide bomber right and it's it's just a terminology it could be a roadside bomb it could be in a car it could be left as a bag what do they mean by improvised handmade they make it put together very interesting you said it could be left as a bag as a teenager if you've watched my previous episodes you'll know that I spent most of my teenage summers in Jerusalem and Israel vacationing my summer vacations from from America um and I remember on the buses in the bus station you know they always had signs beware of suspicious objects beware and as an American teenager I was just like what is that of that I didn't understand the impact the the importance of that interestingly today actually today when I drove into New York there were police Oscars hot baby you warm baby face mommy's sorry okay um it's warm in here um today driving into New York there were police police guarding the Lincoln tunnel police guarding every corner of Manhattan and all I did was roll down the road and say thank you and God bless you for protecting us and now today there are signs on buses signs and cabs signs everywhere beware on bus stops beware of suspicious objects so we are now living in a land where terrorism is impending any day and in any minute and we don't know and it's scary and then they're saying oh the liberals are saying oh well where our privacy is being invaded well do we would you rather be dead what is your privacy worth when you're dead really yes I believe before the commercial where I lost my train I thought I was asking about Steven's visit to America when he came back for the 10 day leave what was he telling you what was he sharing with you about his experience Steven was very quiet he'd not talk about Afghanistan had he experienced death at that point yes oh yes what do you know about a lot of times when they would come back and they would they would take over back back take a village that the Taliban had been in and they drove them out they would come upon a village where everyone was killed as the Taliban would leave that and he would always a village of of Afghani civilians yes because if they figured that they were going to go help the Americans they would kill them instead of let them live and leave the village right so there was a lot of times when he would say listen we're seeing things we're we have to do things that I can never talk about don't ask me about and that's how he talked about and then he would like open up a little bit with like what I had just told you but it was very sketchy but he would always come back he says I'm never going to be the same person and we're really doing an important thing here we could see how terrible the Taliban treats their own people and when you realize that they're willing to blow themselves up to take out they have no value for life yeah five Americans and 50 of their own people that means nothing to them you know so it's I'm always telling my audience about love based choices versus fear based choices and I try to encourage my audience to live a love-centered life which is what I believe the American way is it's truth it's freedom any group and this isn't about nations this is about religion this war transcends borders it transcends our borders here in the United States of America I don't know if you've noticed how many mosques are being built and this isn't about Islam because Islam there are some beautiful Muslim people my best friend seventh grade Pakistani Muslim Muslims I know you and I were talking pre-show in our pre-show interview and you were saying how Stephen God bless his soul got stars of David I was totally blown away by that stars of Tate of David tattooed on his arms as a tribute because the Muslims hate the Jews you know it's not Islam that hates the Jews it's a small group of psychotic hateful people that have no value for life for humanity and what's what's scary for us now is that you know our American way is maybe denying you know is we have to do you know screenings and whatever and some good Muslims might be caught up in this and forgive us but what please understand as Americans if you're living in the United States of America if you're living in this world and you are in fact not part and parcel of al-Qaeda and jihad and their their extent then then then roll with it and show your papers and be who you are and be the Americans that you are and we love I think Americans love all people of all religions of all backgrounds I personally I'm not a fan of religion per se but it's religion it's fanaticism it's fanatical religion nowhere in the Koran does it say take the lives of other people of infidels I don't believe in you that's insane I assure you that there's nowhere that you can even translate into those things and what terroristic tactics do they employ to teach their troops to go and bomb themselves and kill themselves what we have 82 virgins waiting for you and I mean what is that in Israel in Israel the the the occupying Arabs that are now occupying Gaza and the West Bank they teach five-year-old children that they dress up in Mickey Mouse costumes they teach five-year-old children's that Jews are bad that Israelis are bad and that we should hate and kill what are you creating fear fear hatred and murder and we must take every measure to self preserve and to fight and yes war is sad no one wants to go to war no one wants their son to go to war no one wants to risk our lives but it takes a lot of courage and a lot of faith to believe in oneself enough to put your life on the line to protect the lives of others and for that I wish to thank the New York fire department the New York police department all of those who perished on September 11th your son personally you for the mother and all the parents out there who who gave the ultimate sacrifice and were the victims and survivors we're here today to talk also as a tribute to Stephen you authored this beautiful book i've been reading it for the past few nights casualties of war words and images from the heart of a gold star father tell me william what is a gold star father what are gold star parents uh gold star parents are parents of a soldier man and woman that serves his country or her country and perishes gets killed in action um we really honor the the fallen hero is the gold star hero we just happen to be his family so our gold star parents gold star sisters brothers spouses children so it's any any so but wasn't there a distinction between gold star or silver star or purple heart like what are the distinctions well anyone that serves i forget i mean does steven have a purple heart i believe yes so please send all the commendations that steven received and go ahead christine he received it the bronze star that was his highest um uh medal so the bronze star the purple heart the meritorious um a medal the afghanistan campaign medal um good conduct medal um war on terror i'm sorry war on terror war on terror um um jeez i can't i can't think of them all he's he received quite and the purple heart the bronze star is a valor and dedication and um and purple heart is your wounded in action correct you can you don't have to die to get a purple heart if you are a wounded soldier right you do receive a purple heart now you were telling me that some of the proceeds of casualties of war go to wounded warrior groups and veterans groups we use the money that i uh some of the money that we would get from the book for hope for the warriors events okay hope and that's hope for the warriors dot org right okay um american Legion events other any veterans or or military operations that we see that people are reaching out to help our wounded warriors i think that that is the most important thing that our gold star families as a group can do is really reach out to these guys and girls that are coming back and they're wounded either physically or mentally um it's it's tragic and it needs more help it needs more funds it needs more people to reach out to help them and absolutely that's our way of giving back that's all that keeps us going now god bless you god bless you i have to say that faith and courage to me means that no matter what happens to you no matter what adversity you experience you don't get more than you can get a so you can endure this you will endure this and you will survive and you will prevail second you mustn't ever forget who you are what brought you here it's your exemplary example your remarkable example that created steven that that brought him to serve us in such a fashion sacrifices life in that way that's you you still stand and he still stands within your heart and within my heart and within all of our hearts and i know that so have faith in that and find some solace and consolation i know it's hard um your book is entitled casualties of war you suffered not one but two casualties to this war tell me about your daughter lin tell me about her suffering and how she became a casualty of the war of night of the attack i'm just i'll give you a quick rundown with um lin's suffered tremendously from post-traumatic disorder um she was like a little mommy to the two boys i mean it really affected her like she was also a mother at different times for the two boys and uh it was really a struggle for her to get get past that um loss of steven um the tragic way and and the final outcome of that was too much for her to bear i mean all the gold star families stand on that line but you know when you cross it it's it's a it's a no-win situation and christian wants to add to that yeah i what i what i wanted to say how she actually got through two years of this as far as i was concerned deep in my heart i truly believed i was going to lose my daughter tell me why tell me why because of the love that she thought the three of them were extremely close um how how many years apart were they in age uh lin and billy are exactly 16 months apart and then uh steven is two and a half years younger than billy exactly the way we were my me and my siblings so there's three and a half years between steven and linnie um but she just um she treasured her brothers um she always did they always looked out for one another um but lin actually was in complete denial and she told me that um for 15 months she was waiting for steven she flat out said steven's in afghanistan and i'm waiting for him to come home and that's did you ever see the body um yes steven um he was an open casket to believe it or not the body back i'm so sorry to ask you these questions no that's that's okay i send you the body back the body comes back through dover air force every soldier comes back through dover air force base and then then they're picked up you know and who went to pick him up oh at that time you were not allowed to go to the base to change with our president president he changed that we're families can go see it because they wanted to kind of publicize the the word that's my opinion okay at the time we were not allowed to do that and no we were allowed the public was was was not supposed to be there i the excuse me the um press the press okay um what happened was our casualty officer had told us that it probably may take up to 10 days for steven's body to return unknowingly to him they must have gotten steven out of there that night or the next night he was home within a matter of three days it was such short notice because he was going to tell us we were we would have been allowed to be a dover air force base when steven returned but steven was back he actually gave us a call and said your son is home it was but it was during this presidency that is now it's up to the family as whether or not the press can be there so who went to see the body well we we didn't i'm saying so they sent it to you to yeah his body came back to the funeral home that's what happens he was arrived at door dover air force base historical christine yes and then in shock you go you kind of you break down hysterically uh i just know two soldiers you know came to our door at nine o'clock on a monday night you know at it's quiet in our house it's just bill and i billy actually still live with us but he was out at the time the doorbells ringing at nine o'clock bill goes to answer the door i'm coming down behind him chasing my dogs and i just see two soldiers through we have a long window and i see them and i stopped dead in my tracks i already know there's no that's the first you knew that's the first thing you know is that two soldiers two soldiers are at your door no reason in the world for anybody to be at your door except tell you that your son has been killed so of course we let them in and i did have my hysterical moment broke down i was actually beating on one of them pushed him right out the door but you saw his body you saw him we didn't we saw him at his viewing when we had his funeral they fixed him up oh yes it was and i said we don't we don't go to wakes i know that i understand that and but i i have been to several wakes in honor of people that are that i know in my life um i was actually very adversely affected by having seen wakes but and i know they do a pretty good job in the funeral home but what well it was up to his injuries that's what it was i had asked am i going to be allowed to see steven and at that point the cash register officer had said it will be up to the 82nd airborne because you must look perfect or it will be a closed casket um you have to look good and beings it was a 90d in my mind i'm thinking oh my god my son was blown to bits but he wasn't um so what killed him um it was the building actually came down and collapsed steven was was buried beneath beneath rubble he was the last the last to be pulled out because they knew he was they knew where he was um but they had to get the injured first um and he was the last it's almost ironic i didn't know the specific fact i i i i tried to encourage you in our preliminary talks to save it for me but it's almost ironic that he got buried in a building when he came was motivated by the by the question of its twin towers so his the only he i he was my son that i saw and he looked beautiful it was my son he had a slight bruise on the top of his head that they you know did the best with makeup but um yes it was an open casket where most soldiers with an ied you don't have an open cat it's closed usually it's you have a name god thank god for that yes i i'm i'm i'm thankful christine we're almost out of time my darling and i wanted to share um i wanted to talk more about the book but i hope you'll join me again on enough maybe in a memoriam of um steven for his birthday or on the date of his passing to talk more about the book but last night i was perusing through the book and there was one particular poem i don't know how much time i have left um there was one particular poem that moved me especially and i urge you folks to please um you can find the link um on the website it's ready by the book it's tape publishing tape publishing dot com bookstore and the name of the book is casualties of war the link will be posted to the show as well there was one particular poem that deeply moved me i would like to share this with you it's called weighted shoulders um bill from what i understood i'm going to just editorialize for you he in his sleepless nights suffering through the pain of the loss of his children um just tell us quickly or briefly what inspired you to write this book or it just came about where i you know where you can't can't sleep um i would be up for four or five hours a night and watching tv reading the paper on the computer and i just started putting um words together of my feelings of what i saw what i didn't see what you knew what i knew what i what i felt every day trying to go on um the first one was empty chairs which was a little mini story of what i saw sitting in my living room my empty chairs the creek on the floor the clock that stopped because we never restarted it those words were all intertwined into a poem and it just built from there every couple nights or sometimes i would write three in a night it would be depend on my and then you got them all collected into one book called casualties of war folks it's casualties of war words and images from the heart of a gold star father william cotch jr allow me to share weighted shoulders with the audience make no mistake your concern is welcome to hear still the cross of our loss is too much for us to bear weighted shoulders that were strong with family pride home of fractured family tears that continue to be cried we hold and respect the sacrifice that you pay we hold the physical form for short day today there is no one else that can see what we feel if we could request a pardon god hear my appeal where is justice that seems to hide from us now questions needing answers on why where and how seeing the color of pain on the sibling and parent can you please explain the agony that's now been sent i don't curse you or place the blame the pain suffered by all is of losing one flame burning so bright that it has left us in the dark still the shadow cast can dows up can't dows his life spark sentinel of security that has been taken off his post true warrior american treasure bravery is lost sting of the defeat has torn at our very soul proud and solemn we all wear stars of gold they've paid the price of the ultimate fee risking their life in the defense of our country all that we family can ask the legions of mass the hurt is permanent please don't expect it to pass beautiful beautiful work i can go on but again you have to buy the book folks um it's a it's really beautifully composed it's from the heart if anyone's ever it's in any country i know this show is being seen around the world anyone who's ever had a child a son a brother a sister a daughter who's enlisted who's perished or hasn't even perished but who's suffering our troops today in afghanistan around the world that are protecting us honor them honor them don't oppose this war this isn't a war we chose it's a war that we were drafted into we were drafted they enlisted voluntarily but we were drafted as americans as as loving freedom loving liberty loving life loving americans were drafted in this war and please folks don't forget always remember the attack that happened on september 11th 2001 i know each of you has a story i have mine i shared mine with you tonight and the conscious i'm so grateful for you sharing your story with me tonight i opened the show by saying that this family was ripped apart as many many many millions of american families have been ripped apart by the horrors and tragedy of war and as such folks don't lose sight of the family you have and understand what family is in the manner in which siblings like lin and steven and bill loved each other and honored each other and protected each other and cared for each other not just in words but in deeds in the depth of their souls and if you're not saying it today then it's time to pick up the phone and call and say i love you i care about you and then bind together individuals and families bind together and each other while we're here you know this i was thinking on the drive-in how i was going to open the show and there's so much on my mind and so many ideas that that that go through my mind as to how to to open this show but it's life folks we're here to commemorate the events of september 11th but to celebrate life liberty and the pursuit of happiness and please always remember and never forget the beautiful soul of corporal steven kotch who perished for us for for america and and the thousands and and and many many many families that have been ripped apart by this war love be kind to each other and love one another and let's stand together remember united we stand divided we fall and let's um put that flag back up and let it wave in the air for all to see that we that love will prevail not the fear not the terror but we must be vigilant so please be safe god bless you be vigilant be aware of your surroundings and i thank you so much for joining me for being with me today i love you for your tears but please don't cry because you're too beautiful and steven wants you to live he he died so you will live so we will live so choose life and love and just love you and self preserve my sweetheart he did it for you he did it for you and he did it for me and he did it for all of us and i'm so grateful for you on the show um folks the book again is casualties of war um please stay tuned i have another great show coming up next week um with all my heart and all my love i extend my greatest gratitude to the united states of america to mayor root of juliani to bernard karak who were here serving our country on september 11th 2001 and to all who perished on that fateful day please always remember and don't ever forget with all my love i am always a yellet


Our next session is a fireside chat between Mr. Nawal Ahuja, co-founder, exchange for media group and with D. Arbalki, a leading filmmaker. Arbalki made his feature film debut with Chinicum. He wrote and directed this film while he was chairman and creative head of low-linked us, the advertising agency. Though always wanting to be a filmmaker, Arbalki's addiction to advertising made him spend over 27 years in the business, leading India's most talented team and communication specialist to create work for hundreds of iconic brands like Ideas, Allureo, Tata Team, Kavals, Tanish, Unilever Band, like Surf XL, Lifeboy, Fair and Lovely, Britannia, Bajaj, LG, Sane, Gobain, MRF, Access Bank, ICICI and many, many more. And finally, when the de-addiction process began, Chinicum was followed by Pa, Shamita, Ki and Ka and Padman. I'm sure you've loved all these movies and the way he has taken the storytelling forward. So ladies and gentlemen, if you have any questions, once again urge you all of you to send it right away. The session is titled Beyond 2020, the visual future of content marketing. So ladies and gentlemen, join me in warmly welcoming Mr. Arbalki and Mr. Nauvalu Jhanskeen. Very warm welcome to you gentlemen and Mr. Nauvalu Jhanskeen. Thank you. Thank you, Khyati. Thank you for the introductions. Hello, Balki. Good to see you. Hi, hi, Nauvalu. Hi, hi. Happy to see you safe and charged and geared up as always. Though the session is titled Content 2020 and beyond, thank you. Though the session, as I said, is titled 2020 and beyond what's going to happen to content. Let me, I want to make the conversation a little more holistic and take you back to your roots. Advertising is where you started your journey. I was just talking an hour back when we started this conference about, you know, the good old days of television. When AFPs came in, Vogue and Brand started doing what we used to call them as advertiser funded programs. And that was kind of a start for content marketing. You've been in the business long enough, Balki. Creative and content used to be joined at the hip. You know, they used to be one on the same thing. But today with data, technology, AI, things have changed drastically. What's your take on, you know, where creativity and content are headed? Are they, is the gulf now too wide between these two? No, I'm very glad about, you know, the latest role that advertising is playing, which is actually setting right and saying that, asking a few news channels to kind of behave. Otherwise, as we pull out advertising, I think that's actually for the first time, advertising is exercising its might saying that don't destroy society by, you know, talking rubbish. So I think that is, I think the best show of advertising so far in a long, long time to dictate, not actually dictate content as much as say, don't put out lies out there or, you know, do something really good that I think is the best CSI advertising is done so far. Yeah, that's, that's, that's, if I can call it unintended by a product of where advertising has come from creativity to the power of media. But if I can ask you, Balki, about the, you know, creative side of advertising, what you've been seeing over the last 10, 12 years, you started your career in the television era, and then you've kind of moved on to making films. Today, we live in an era where the consumer is distracted, attention spans are very fragmented. We started from 60 second or maybe 120 second ad commercials, which came down to 30 seconds. That came down 10 seconds and TikTok has introduced us to a world where content piece pieces and advertising is five, six seconds. What does it do to the psyche of a creative person who has grown up making 60 second ad films to be able to tell a story in six seconds? See, I don't believe, it's strange. I mean, at a time when people assume that people are doing shorter and shorter content, actually, people are, the series are kind of really, if you look at the, you know, the amount OTT is kind of growing, people are watching longer and longer content. As far as, as long as it's interesting, people are willing to invest eight hours, nine hours, when they were, they were reluctant to invest two and a half hours before. So I think it's not about so much the duration of it. And I also believe that advertising, the basics of advertising are still very much the same, which is, which is, it's all about an idea. It's all about how effectively you communicate an idea. The media and the domain in which it's kind of appearing may, may kind of keep changing. But even now, 90% of advertising is a video, or some form of a story that you're telling on video, how to tell people, it could be digital, it could be television, everything else. I still think cricket is the most powerful medium that there is that is available in the country. And sometimes I think we kind of mistake mediums available to mediums available and pillar as almost effective mediums of advertising. It's not true. If it's not just about being present in a video that's extremely kind of pillar or a digital channel that's kind of used for various other purposes, I don't think that necessarily advertising becomes effective in every kind of channel, which people are kind of getting onto. Advertising has a role, people devour, I mean, consume advertising in a certain way. And, and they find, and they really kind of shun advertising in, in, in other places. So it's not about just being confused with the consumer. It's not about being distracted, it's not about being thrown off by saying that there is so much of distraction out there. We don't know what the consumer is watching. There's so many things he or she is onto. So it makes a greater person's life a lot more confusing. No, I don't think it's true. I think if you look at the last five, six years, it's strange why in the last, not even six, seven, yeah, about seven, eight years if you take it, I don't think a lot of great brands have been in the last seven, eight years. Maybe there have been, I can think of Swiggy, I can think of Fogg, I can think of a couple of other brands, or, you know, new brands, which have been created in the last seven, eight years, not which have been built on.  They've been built on cricket in a very strange way, you know, and using cricket as the, as the meeting and nothing else. So a lot of people have tried everything else in the sun, kind of trying to go sound to every media where people are kind of doing that, putting seven second video, putting a message out here, this is all kind of, you know, these are all, these are almost like the paraphernalia. You need to just do all that to kind of increase the noise a bit, but that can't be the core noise. The core noise still is about where would a guy, where would a person like to consume advertising and where is advertising most effective? Advertising is not necessarily most effective on mediums that people are kind of, it's not necessarily so. I think that's very well said, because as you yourself pointed out the contradiction, content consumption is immensely growing and numbers bear that out. If you look at, you know, the amount of television content consumption in India, it's gone from two and a half hours a day, 10 odd years back, it's touching almost four hours a day. Whereas, that also means that advertisers have spent, have to spend increasingly higher amounts of money to reach a larger number of target audience. At the same time, the viewability of advertising is kind of mixed, you know, and as you said, finally, you know, a good creative idea is what works. Tell us, Balki, if you look at, as you've been an ad man for so many years, if you look at the last 10 years, have you seen any significant change in the trajectory of the creative ideas that you see on television or digital for that matter? Yeah, of course, there have been some really interesting pieces of work. And on top of mine, I think Swiggy is possibly one of the most interesting, actually, it's quite traditional. Swiggy is a very traditional piece of insight, emotion, fun, everything else, but done beautifully, done consistently, done very refreshingly. Yes, there are a few things, but oh, by and large, I think advertising has gotten a lot more, you know, safer, I don't want to say safer, safer is the wrong word, a lot more conservative, a lot more, I don't like to use the word risk averse because nobody wants to take a risk with their money. I believe I've taken a lot more, less ambitious, I just think that people are more, people are more satisfied if nobody curses their ad than who places their ad. It's a strange kind of a thing. There should not be any trouble, seems to be, I don't want to get trolled. I don't want bad comments on this. I don't care whether it's viral or not or whether it is hugely popular or not, but as long as people don't say bad things about it, it's fine. So once you come from that mindset, you're going to really, if you look at some of the, if you just have to look at IPL, which is the most popular medium, the most expensive medium in the world to see the standard of advertising that is going on, which is quite sad because you're spending so much money, so many people are watching on the most effective platform for brands and you're actually playing the same game of saying, let me play safe, let nobody curse me there. So I feel that's really, really sad. I think we, overall, advertising is also a reflection of where the country is. We've lost, we don't have a sense of humor. We are kind of taking things damn seriously. We're so scared. And I think this myth of trolling, every client is so, every client and agency is so paranoid about trolling. Trolling actually doesn't mean anything. People need to troll. It doesn't make any sense. I don't know why people are taking that kind of criticism. No consumer criticizes an ad. It's only non-consumers who criticize an ad. Okay, consumers have to consume your product or don't. There are people who kind of criticize and praise. Actually it's very funny. The praise is very, very organic. You know, people love the ad. No consumer is going to say, wow, what an ad. They will be just talking about it. They may quote the ad. They may kind of joke about it. The praising and the criticizing is done by people who are actually not consumers. So actually you shouldn't be worried about both in that thing. And today, people are more worried about the criticizing than the praise. So I just feel that confusion should just be kind of ironed out once and for all and advertising agencies and I should wake up and say, it doesn't matter what the trolls are. I mean, what's more important is who has noticed us? What are consumers talking about us? And are they even talking about us? Because most advertising is not talked about. The most dangerous thing is most advertising is not talked about. Even an IP ad is coming every day for 60 days and a sheer weight of noise, like the olden days, we used to say, we used to have this famous example of saying that advertising used to go to clients and say, he built these brands, successful brands. You take one look at the ad, why no stretch of imagination could it have built a brand, except if you're pumping in loads and loads of money and every day it's happening, the consumer till it becomes almost like, it's like the national anthem, it's coming at you every day and it becomes a brand. So sometimes people mistake that hammering has building a brand and call it effective advertising, which is what I feel. I feel it's criminal from an advertising agency's point of view to kind of take credit for something that actually money is not the piece of work. I think very interesting message to CM especially, I don't know whether it's the advertising agencies who are more scared or whether the brand owners are more scared about getting trolled. But that's become increasingly prevalent trend in the last few years. And I think that's also one of the reasons why agencies as well as brands have become very risk averse as you said. And that kind of also leads to the blandness of advertising that PC. What else do you think is contributing to the bloodless bulky risk aversion is of course clearly one thing is there, are we losing our spark of creativity because of as I said, too much of technology dependence, are we our clients are driving too much data analytics into the art of creativity? No, I don't think you can blame technology. I think people confuse technology and throw this confusion of consumer, what do you call that the distraction of the consumer is a great excuse for not being able to focus themselves. So I don't think that's really the problem at all. Right. I still believe that, sorry. Go ahead. Go ahead. No, you're saying something. Sorry. I said, so what do you think is one of the reasons why the spark from creativity is gone? Why, you know, you recall when you look at IPL and you think that a lot of sad advertising is happening, serious amount of money is being sunk, but, you know, very little of that advertising is actually memorable. No, I don't know whether it is, whether it is this entire thing of being ambitious and being more worried about the environment which you live in and misleading the environment which you live in is the shutting off your minds because at a time when, sorry, at a time when content writing is going through the roof and some fantastic creativity is happening online in terms of content, it is sad that advertising that should be leading, that was actually leading cinema, leading entertainment, setting trends for fashion, setting trends for behavior is actually such a lager to the content that's being created. I really think it's the only reason to be in advertising is to set a trend, is to kind of contribute and say, hey, why don't you look at it like this or why don't you behave like this? Hey, this behavior is nice and interesting, let's do this. So that newness of kind of adding something original to society or making a society think about, it could be a joke, it could be a line, it could be a little thought, it could be anything, but that leading a society versus kind of following it and now actually so far behind it, not even following closely is a sad kind of a thing. I think maybe it's just that maybe a lot of people feel that in this environment, people just feel that why do anything that's going to kind of, you know, anything which I do literally a lateral or creative could have one kind of a rough edge here or there which I could get stoned for so maybe just kind of better be quiet and do the normal stuff with a little joke here, little joke there. So satisfy my own creativity a little bit and everybody feels that, hey, not bad fun, it's not boring, it's okay, fine and really nobody knows whether who's going to watch it or not watch it or how popular it is but it goes on. So I think today fundamentally a successful ad has become an ad that's not been cursed. So it's a very, very strange kind of scenario where I have never felt so much of, I can see it around me, I interact with a lot of the people in advertising. So I can see a lot of weariness in people. Yeah, I think you hit the nail on the head. It's not, you know, for a creative person, it's not the kind of environment you want to create an ad in and if you were to do Jaguurai today, I think his connection is switched off. Sorry, sorry, sorry, sorry, sorry. No problem. Just one minute, I'm just getting back online. Sorry. Hello. I'm referring to, yeah, we can hear you, we can hear in CU Balki. No, I can't hear you. Yeah, yeah. Am I audible now? Yeah, fine. So I was referring to the famous ads you created, especially for Tadati Jaguurai, which had such strong social messaging at that time. I wonder if a creative director was sitting on that ad today, would he really have the kind of courage to create that kind of advertising, that kind of message given what is being peddled around in the business today? It's not just the creative director's courage, it's also the client's courage. It's the same Tata who did the ad of Tadati and the same Tata that had to pull out the Tanish CAD. So it's also about the client and today, I mean, if you're questioning a politician and saying what qualification do you have to kind of lead a country or lead a state or whatever, when that's the biggest organization that there is, if you ask that question today, you might be accused of actually pointing fingers at so many politicians who are not so qualified, kind of lead the biggest organization which is the country. But yeah, and I think that I really feel that I think it's time for the fight. It's time to fight it out because the fight is where the noise is. If you create a lot of noise trying to stop it, then if you fight it, you're only going to make it even more. If you fight for the right thing, I think you're going to really play a big role in viriling it. I think you need to start fighting for the right thing today. You do the right thing and stop you. It's actually an opportunity rather than a problem. So I feel we need to start looking at fights and people coming in our way when we're doing the right thing. I always say doing the right thing. That should be seen as an opportunity and that's a sitting viriling. It's a sitting kind of a duck to be popular as a brand and I don't understand why people are not willing to fight. Right. So tell me for a young creative starting career today, the world is very different from what it was 25, 30 years back and as you yourself explained how risk aversion both at the agency and the brand side is kind of one of the reasons why creativity is being stifled. What message would you give to a young creative who's starting out today? I mean, how do you navigate this kind of world where you enter the world of advertising, creativity, dreamy-eyed and reality hits you hard? I would actually urge a lot of creative people in any kind of thing, young people which I enjoy advertising now because now is the right time. When there's a screw up is when there's an opportunity. There is no opportunity when there's no screw up. Today, we are really at the lowest and there is a positive of boldness, of ideas, of an abundance of fear. So therefore, this is the right time to make a market as professional as a mind that can kind of create a difference. So this is the time to come to advertising. You have lesser opportunities when everybody is kind of producing great ideas. You have far more opportunities when very, very few. So I think this is actually the right time. I think that's a very well made point because as you said, when lots of good ideas are being produced then for your opportunity to shine is lesser. And at a time like this, one good idea can really make a career. Let me come to the nuances of what you create bulky and let me talk about both advertising and what you've done on the movie side of the business. As I mentioned at the start, content consumption has changed drastically in the last 20 years, especially in the last five years, thanks to explosion of data, geo, people watching more on mobile phones, YouTube. How is the nuance of curating content change along with that? One part of content curation is naturally the idea. And as you said, idea kind of the core of the idea remains irrespective of the era. But when it comes to execution, what has changed in the last 10 years given how consumption across various screens has changed? Yeah, except for some production quality, very basic production quality. Not all has changed actually. We will keep looking at the 0.5% of people, 0.5% of all of us who are kind of consuming some great series here, watching HBO, watching some of the top end Hindi series kind of produced on Netflix or Amazon or Hot Star. But the real things that are popular and are being consumed out there, according to the pundits, which again, I don't know, I always kind of, I'm wary of people saying that they know the consumer and they put atrocious series and atrocious videos as being the most popular. And you'll say they have one billion views or some shunts, they put big figures like this. And this is what I mean, if you look at a content company, and I've seen some of them today, the way they kind of talk of the consumer is far worse than the than what advertising agencies do. They're also segregating mine, psychographic, demographic study. This is all almost like scientifically manufactured content to appeal to so many minds. It is impossible to do that. You know, almost, it's very crazy to do this kind of thing because it's not, how do I put it this way? It's not so much the quality of the content. You know, people are just kind of, let's say, misled by what makes people watch a certain thing, and they read something else as what is making them watch the thing, and they kind of further the stuff. That's what happened for television. You know, our television content for a very long time so far has been on this myth of so many people are watching this, so many people are watching this. The same people watched Bunyag so many years back, which was such, which was so much better. Why was our television content so much better 25, 30 years back? And why is it so bad right now? It's not people have suddenly changed. You keep feeding people that when you keep popularizing that, obviously they're going to get used to certain things. Obviously, you think that that's what they like. There is no evidence to say that if I kind of feed people something else over a period of time, like I'll give you a small example, like Chudel's, the series on Z5, which is a Pakistani co-produced series with some fantastic actors in Pakistan. It's such a beautiful bold popular series. And I'm not sure in a country like Pakistan, it's really repositioned. In fact that series could have actually Imran Khan should have taken that series and say and Tom Tom went around the world and said, hey, look how progressive, but they didn't do it. They're as silly as us in a lot of ways. So, but the fact of the matter is that is very popular and that is a fantastic kind of a series. Stake scan, for example, these are one or two examples which are coming in where a lot of people have liked it. And which are not the run of the mill kind of the thing which so-called even OTT platforms are segregating into psychographics and demographics and all this kind of things are there. So, I'm very scared the OTT side also in this desperation for viewership or assumed viewership, getting into the same path as a lot of other marketers, as a lot of other brands who've gone through that hardware and power and said in a strange way, they learn to laugh at a lot of things like that a little bit more than content to wear. So, it's a very strange kind of a time even here, even in this kind of environment. Well, the government certainly believes OTT is too bold for them right now. So, there are attempts at regulating what OTT is being OTT, the content OTT players are putting out. It's funny, they're going to be regulating, they're going to be regulating what 0.5% of people watch. They're going to be just regulating that. It's a waste of time. Well, as you said, that's the era we live in. Let me move to your latest love, which is movies, Balki. And as you've been an ad man, you work closely with brands. Tell us a few things that movies can teach brands. Brands have become, as you said, very safe. They are averse to taking risks, especially when it comes to advertising. Movies have charted a very different territory, especially in India in the last 10 years. What are the learnings that a movie business can give to brands and also advertising folks in advertising? I don't think movies have a lot of advertising, because movies are also stuck in a zone like, if there's one book which succeeds and everybody wants to do everybody's life, or every incident that there is on newspaper, they want to make it into a film. So, I believe that movies are also kind of suffering from the lack of originality of content. It's about creating. Movies is just another canvas to create your own stuff. It's not about just portraying stories, it's about creating new stories. It's about creating new characters. It's just not about portraying. Yes, there's some lives you'd like to see something between, but every alternate film cannot become that. So, I don't think, I wouldn't say movies have a lot to teach advertising. I think only advertising can teach advertising, nobody else. Well said, last question before Kyati takes over Balki. COVID has fundamentally changed communication in a lot of ways. Movie making might also see changes. Unfortunately, the business has been very hard hit. What are the three, four trends that you see lasting post COVID, which might have been in kind of their pre-COVID and now they get accentuated because of what's happened this year? I think as far as film is concerned, the fundamental dilemma that we're all faced with is not so much of how to shoot or where to shoot. Of course, that is more like, okay, go to this country, you can't, but we have all begun shooting a bit here there and it's going faster and faster. It's more where to kind of, what is the future of that thing that you're trying to create? Because yes, in the first wave, a lot of OTT kind of guys bought a lot of things that were lying in the hands of the released or they want to release an OTT, but I'm saying economically that's not going to be viable for a long. The economics of the film industry are going to take a major hit and big star vehicles will not have the same kind of trust on OTT like it has on the screen. So there is going to be a redefinition of economics and that's where the confusion is, what is the future of our release and how do we plan economics? Who's going to buy what we're going to watch and what the economics are? That's the dilemma here more than anything else. Well, there have been instances where economic uncertainty has actually fueled creativity in a lot of ways because lesser money has meant people have had to kind of think of very creative ideas to engage audiences. I think you should try telling the stars that because I think most of the money in Bollywood goes to the stars. So therefore, it's not about creativity earlier. It's not, it's not about, I don't think a lot of people spend on production to kind of find strategic ways or creative ways to kind of cut short budgets all about where the money goes. So that's a different discussion altogether which has actually got nothing to do with creativity. Right. Thank you, Balki. Very engaging conversation. Unfortunately, we had only 30 minutes. Kati, I hope you have some audience questions. Balki, stay with us. Kati wants to take up some audience questions. Kati, over to you. Thank you. Thank you, Mr. Hoja and Mr. Balki. Thank you so much for spending this time with us. We have two very potent questions from our audience that we'd like you to address. One question says I've heard in future scripts can be written by AI machine and the movies can be made accordingly with more creativity in content. What are your thoughts on this? What is the second part of the question and movies can be? That because of which the movies can be made with more creativity in content. Script can be made with artificial intelligence and movies can be made more creatively. I'm not so sure because with real intelligence itself, we're not producing such great stuff. I'm not sure what's going to happen with artificial intelligence. I'm not sure. That's a myth. That's wishful thinking. I sometimes wish that I could just put a thought into a machine and come out as a film and it saves so much labor and everything. It's one of those wishful thinking, nothing else. All right. Another question from the audience says that you mentioned how advertisements are becoming risk averse. Also notice that almost every brand these days are going for a book culture aspect for their ads. I believe this is important but it also leads to lazy writing and that's the same concept being repeated. How do you think new ad makers should proceed in the future? I don't think it's about risk. I corrected myself when I was saying it. I don't like to use the word risk averse. I think it's about less ambitious because I believe the purpose of advertising, or purpose of any field, although advertising is commercial art and although advertising is supposed to help you, you're supposed to, this is a chance for you to contribute something or to lead society or put something back into lives that didn't exist or give consumers a new kind of interest or a new kind of a and I think that's why it's not about continuously boring from culture or society as it is and saying, hey, this is how we live. We all know that's how we live. It can be very relevant, but hey, what's the new thing you're bringing to the party as a brand? What's the new twist you're giving it to? How are you leading us forward? And that's why I think it's more important. Right. So sir, last question from us would be that what theme do you think is going to be the future for content? Any concept theme that you think is going to be yes, original. Originality. All right. Thank you so much Mr. Baal, because spending this time with us and being your content. Pleasure. Pleasure. Thank you so much.