Hello and welcome to our video summarizing all you need to know about Williams Shakespeare's play as you like it. My name is Barbara N'Jow and in this video we'll examine this play in detail. We'll begin with a little contextual information about Shakespeare himself before going into the detail of the play's plot, its characters and important themes you should be aware of. This video is useful if you're studying this play for your coursework or exams, so let's get started. Now, As You Like It is a pastoral comedy by William Shakespeare and it's believed to have been written in 1599 and first published in 1623. And it follows the heroine Rosalind as she flees persecution in her uncle's court, accompanied by her cousin Celia to find safety and eventually love in the forest of Arden. In the forest they encounter a variety of memorable characters, notably the monocle traveller Jacques, who speaks of many of Shakespeare's most famous speeches. So, for example, he states, all the world's a stage and too much a good thing. A firm favourite among Shakespeare's comedies and featuring some of its best-loved characters, As You Like It, runs the glorious gamut of pastoral romance. A series of mistaken identities and mishaps in the forest of Arden ultimately sees new friendships formed and families and lovers reunited. Now, to begin with a little bit about Shakespeare himself. He was born in 1564 in Stratford-upon-Avon and he passed away in 1616 and William was the third child of John Shakespeare and Mary Arden and he had two older sisters and three younger brothers. Shakespeare, when he was older, married Anne Hathaway. However, he was 18 when he married her and Anne was 26 and as it turns out pregnant and the first child was a daughter named Susanna and then they had twins, however one of those twins did die later on. And in 1599, William Shakespeare and his business partners built the Globe Theatre. Now, with regards to the play itself, As You Like It, let's briefly talk about the plot as a whole. It begins with Orlando, the youngest son of the recently deceased Sir Roland de Bois, who is treated harshly by his eldest brother, Oliver. Bitter and angry, Orlando challenges a court wrestler Charles to a fight and when Oliver learns of the fight, Oliver tells Charles to injure Orlando if possible. Duke Frederick has recently opposed his brother Duke Signor as head of the court, but he's allowed Signor's daughter Rosalind to remain and she and Celia, the new Duke's daughter, watch the wrestling competition. During the match, Rosalind falls in love with Orlando who beats Charles and Rosalind gives Orlando a chain to wear and in turn he's overcome with love. Shortly after, Orlando is warned of his brother's plot against him and seeks refuge in the Forest of Arden. At the same time and seemingly without cause, Duke Frederick banishes Rosalind. She decides to seek shelter in the same forest of Arden with Celia and the both disguise themselves. Rosalind as the young man Ganymede and Celia as Shepard's sister Alina. Touchstone, the court fool, also goes with them. In the Forest of Arden, the wearing cousins happen upon Sylveus, a lovesick Shepard. He's in the act of declaring his feelings of Phoebe as scornful Shepardess. And Ganymede buys the lease to the property of an old Shepard who needs someone to manage his estate. Ganymede and Alina set up a home in the forest and not far away in an unaware of newcomers, Duke Signor is living a simple outdoor life with his fellow exiled courtiers and huntsmen. The merriment is interrupted by the arrival of Orlando who seeks nourishment for himself and his servant and the two men are welcomed by the outlaw courtiers. Ganymede and Alina find verses addressed to Rosalind hung on the forest branches by Orlando and Ganymede finds Orlando and proposes to cure Orlando of his love. To do this, Orlando will woo Ganymede as if he were Rosalind even though he really is Rosalind in disguise. Orlando consents and visits Ganymede slash Rosalind every day for his lesson. In the meantime the Shepardess Phoebe has fallen from Ganymede while the Shepard Sylveus still pursues her. Furthermore, Charleston the court for her dazzled country girl Audrey with his courtly manners and Audrey deserts her young suitor William for him. When Duke Frederick hears Orlando's disappeared at the same time as Rosalind and Celia, he orders Oliver to the forest to seek his brother. In the forest, Orlando saves Oliver's life and during his arm in the process. Oliver runs to Ganymede and Alina in the forest and relates this news and Rosalind disguised as Ganymede is overcome with her feelings for Orlando. Celia disguises Alina and Oliver quickly fall in love with each other and Rosalind decides that it's time to end the game with Orlando and devises a plan in which everyone will get married. As Ganymede, Rosalind promises Phoebe that they will marry and Celia will marry Oliver, touch her and marry Audrey and Orlando will marry Rosalind. She makes Phoebe promise that if they for some reason don't get married, Phoebe will marry Sylveus instead. On the day of the wedding with the help of the god Hyman, Rosalind reappears in her female clothes. Duke Signore gives her a way to Orlando while Phoebe accepts Sylveus. Orlando's older brother returns from college with the news that Celia's father Duke Ferdinand has left court to become a hermit. That's everyone's is happy except perhaps for Phoebe who marries someone she doesn't love and Sylveus who marries someone who doesn't love him. The play ends with a joyful dance to celebrate all the four marriages. Let's go into a little bit more detail for each act. Let's start with Act 1 scene 1. In the orchard of the house of Oliver de Bois, Orlando de Bois complains to Adam, an old family servant about how he has been treated by his older brother Oliver, who according to the father's will wants to see to it that Orlando has to be taught all the ways of being a gentleman as Oliver has been doing for their brother Jacques. Yet Orlando has been kept at home like a peasant. Oliver enters and Orlando tells him that the spirit of my father, which I think is within me, begins to mutiny against his servitude.  Orlando and Adam leave and Oliver's anger is interrupted when his servant Dennis enters with the news that Charles the Duke's wrestler is at the door. Oliver summons the wrestler and the two of them discuss the news of the court and the old Duke has been banished by his younger brother and gone into exile in the forest of Arden and has been joined by some of his loyal lords where they live like the old Robin Hood of England and flee the time of carelessly as it did in the Golden World. The old Duke's daughter Rosalind however has remained at court with her inseparable companion Celia, the usurper's daughter. Charles then says that the new Duke has announced that wrestling matches will be held at the court the next day. Moreover Charles has heard that Orlando entails to come in and disguise and try to fall with him. He warns Oliver that though he does not want to harm Orlando he will be required to do best for him for his own honour. Oliver assures Charles that he will need not be concerned. Charles agrees and he also agrees to take care of Orlando and leaves. Now on out to one scene two Celia the daughter of Duke Frederick and Rosalind the daughter of the deposed Duke are talking on the loan before the Duke's palace. Celia chides Rosalind for not being sufficiently merry and Rosalind although she agrees because of her father's exiles promises to try to be cheerful. Touchstone the court clown enters and joins a repartee and telling Celia that Frederick has summoned her. They're joined by LaBeurre, a courtier who brings news of arresting contests to begin shortly. Duke Frederick, Charles and Orlando and the members of the court arrive and Frederick suggests that the young women Celia and Rosalind dissuade the challenger from the contest as he will be seriously injured. They try to do so but Orlando will not be convinced, saying, I shall do my friends no wrong for I have none to lament me. To everyone's surprise Orlando wins the four and wishes to try a second but Charles has to be carried out. Frederick asks to know Orlando's name and becomes furious when he discovers that Orlando is the son of Roland the Boys. Celia Rosalind and Orlando are then left alone on the lawn and Rosalind whose father Orlando as his soul gives Orlando her necklace to wear as a reward for his loss. They're instantly attracted to each other and symbolically Orlando is taken by Rosalind in spite of the fact that he is actually not overthrown by Charles. As the women leave LaBeurre rushes in to warn Orlando that the Duke is angry and it cancels him to leave immediately. Orlando also learns that the Duke has lately taken dispeasure against Rosalind too. He decides to return home. In Act 1 Scene 3 shortly afterwards we hear Rosalind confess her love for Orlando to Celia and she begs Celia to love him also for her sake. The two then talk of love however it's interrupted by the Duke's furious entrance and he tells them that they are banished from the palace. Rosalind protests that she's no traitor and Celia begs her father to relent but he's adamant and he pleads his threats once more before leaving. Celia is determined that the two girls will not be separated and so she proposes to leave with Rosalind to go and join her deposed father in the forest of Arden. When they both realise that they are fearful of the dangers of the journey they decide to disguise themselves. Rosalind will dress as a boy taking the name of Ganymede and Celia will dress as a young farm girl and use Alina as her name. Moreover Celia will convince Touchstone one of her father's gestures to join them and happy and excited they go off and pack. Nanak 2 scene 1. The banished Duke Senor expands on the wonders of life in the forest. He tells his associates that he prefers forest dwelling and he reminds them that their existence in Arden is free from danger and the greatest worry here is nothing worse than the cold winter wind. The woods provide Duke Senor with everything he needs from conversation to education to spiritual edification. One Lord arrives and announces the melancholy Lord Jacques has seconded his observations, declaring Senor guiltier of usurpation than his loveless brother Duke Frederick. Dixenor in humour asks of one of his men to bring him Jack because arguing with him is much fun. In that 2 scene 2 back at court Duke Frederick is enraged to discover the disappearances of Celia Rosalind and Touchstone. He can't believe that the three could leave the court without any notice. One attending Lord reports that Celia's gentlewoman overheard Celia and Rosalind complimenting Orlando and she speculates that wherever the women are Orlando is likely to be with them. Frederick uses this information and commands that Olivia Oliver be recruited to find his brother. In Act 2 scene 3 Orlando returns to his former home where the servant Adam greets him. News of the young man's victory over Charles precedes him and Adam worries that Orlando's strength and bravery would be the keys of his downfall. Adam begs him not to enter Oliver's house. Oliver who reports having learned of Orlando's triumph plans to burn the place where Orlando sleeps in hopes of destroying Orlando with it. Orlando then wonders about his fate speculating that without a home he may be destined to eck out a living as a common highway robber. And Adam suggests that the two of them take the road with modest life savings. Touched by Adam's constant service Orlando agrees and they leave. In Act 2 scene 4 Rosalind and Celia and Touchstone arrive and they are safe but exhausted in the forest of Ardine. The three sit down to rest but before long they are interrupted by two shepherds, young Corrin and Sylvis. The shepherds are so wrapped up in the conversation about Sylvis's hopeless love and devotion to the shepherds Phoebe that they do not notice the three travellers. Corrin who claims to have loved a thousand times tries to advise Sylvis but the young man maintaining that his companion cannot possibly understand the death of his wife. Rosalind and Celia and Touchstone approach Corrin and ask where they might find a place to rest when Corrin admits that his master's modest holdings are off for sale. Rosalind and Celia decide to buy the property. In Act 2 scene 5 as Armin's strolls through the forest of Ardine with Jacques in tow he sings a song inviting existence to lie with him. Jacques begs to continue but Armin's hesitates claiming that their song will only make Jacques melancholy.  While the other lords in attendance prepare for Duke Signor's meal Armin's leads them in finishing the song. Jacques follows with the verse set to the same tune which he himself wrote in that he chards those foolish enough to leave their wealth and leisure for life in the forest and Armin's leaves to summon the Duke to dinner. In Act 2 scene 6 Orlando and Adam enter the forest of Ardine. Adam is exhausted from travel and claims he will soon die from hunger and Orlando assures his loyal servant that he will find him food before he sets off to hunt. Orlando fears leaving Adam lying in the bleak air and carries him off to shelter. In Act 2 scene 7 Duke Signor returns to camp to find that Jacques has disappeared. When a lord reports that Jacques has been seen in good spirits the Duke worries that happiness in one who is typically so miserable portends discord in the universe. Just after the Duke commands the lord to find Jacques Jacques appears. He is uncharacteristically merry and explains that while wandering through the forest he met a foe. He refeeds the foal's witty observations about Lady Fortune and proclaims that he himself would like to be a foe. In this position Jacques reasons he would be able to speak his mind freely, thereby cleansing the foal body of the infected wound with the medicine of his criticism. The Duke laments this and reminds Jacques that he himself is guilty of many of the evils he would inevitably criticise in others and their playful argument is interrupted when Orlando barges onto the scene drawing his sword and demanding food. The Duke asks whether Orlando's rudeness is a function of distress or bad breeding and once Orlando has gained composure invites him to partake the banquet. Orlando goes off to fetch Adam and Duke Signor observes that he and his men are far from alone in their unhappiness, there's much strife in the world. Jacques replies that the world is a stage and all the men and women are merely players. All humans pass through stages of infancy, childhood and adulthood, they experience love and seek honour but all eventually succumb to the debilitation of old age and mere oblivion. Orlando returns with Adam and all begin to eat and the Duke soon realises that Orlando is a son of Sir Roland, the Duke's old friend and heartily welcomes him. In that three scene one, at court Duke Frederick threatens Oliver that if he does not bring back Orlando, dead or living, he will be in trouble. In that event, Oliver's possessions will revert to Frederick. In that three scene two, Orlando runs through the forest of Ardine mad with love. He hangs poems that he has composed in Rosalind's honour in every tree hoping that passives will see her virtue witnessed everywhere. Corrine and Turchstone enter but are too engrossed in conversation about the relative merits of court and country life to pay attention to Orlando's verses. Corrine argues that polite manners at a court are of no consequence in the country. Turchstone asks him to provide evidence to support this thesis and then challenges the shepherd's reasoning. Rosalind enters disguised as Ganymede. She reads one of Orlando's poems which compares her to a priceless jewel, Turchstone mocks the verse claiming that he could easily churn out a comparable succession of rhymes. He does so with couplets that liken Rosalind to a cat in heat, a thorny rose and a prostitute whose transport on the pillory took her on a cart. Rosalind rebukes Turchstone for his meddling and just then Celia enters disguised as a shepherdess Selena. She too has found one of Orlando's verses and reads it out loud. The women agree that the verses are terribly written yet Rosalind is eager to learn the identity of their author. Celia teases her friend hesitating to reveal the secret until Rosalind is nearly insane with anticipation. Celia then admits that Orlando has penned these poems and Rosalind can hardly believe it. And like a smitten schoolgirl she asks a dozen questions about her lover wanting to know everything. Celia does the best to answer the questions despite Rosalind's incessant interruptions. Orlando and Jack then enter. Hiding, the women eavesdrop on the conversation and Orlando and Jack clearly do not care for one another's company and exchange a series of insults.  Eager to part, Jack walks off into the forest leaving Orlando alone and Rosalind decides to confront Orlando and she approaches him as a young man Ganymede and speaks of a man that's been carving the name Rosalind on trees. Orlando insists that he is a man and she claims to recognise the symptoms of this love illness. She then speaks to him and Orlando says that he is in love. And she also, as Ganymede says that she has experienced love, however he says that she's dressed too neatly to be madly in love. Ganymede also promises to kill him of this love, if he promises to move Ganymede as if Ganymede will Rosalind. As Ganymede Rosalind vows to make the very idea of love unappealing to Orlando by acting the part of a fickle oven, Orlando is quite sure that he is beyond cure, but he takes the challenge anyway. In that three scene three, the other less romantic lovers in the Forest of Arden, for example there's a poetic and philosopher called Touchstone and the Earthly Audrey. Yielding to instinct, Touchstone has wooed and finally won Audrey, perhaps Shakespeare's most stalwarted country wench. The pair hurry along to meet Sir Oliver Martex, the vicar of the neighbouring village and are followed by Jacques, who is amused by the incongruous pair. When Sir Oliver arrives they discover that there's no one to give the bride away so Jacques offers his service but he recommends that they be married by a priest. Touchstone however would prefer it that way and says aside that not being well married it will be a good excuse for me here after to leave my wife. So he decides to find a proper person to marry him and Audrey and he goes off with Audrey and Jacques, merrily singing and leaving behind an abuse Sir Oliver. In that three scene four, when this scene opens Rosalind is at the point of tears, she's sitting at the Forest of Celia waiting for Orlando who has not kept his first appointment for the love cure. Celia teases her friend about Orlando's unreality liability, however Rosalind reveals that she has met her father in the forest and says that he didn't recognise her in disguise. She talks of her father's plight and his presence in the forest which don't seem to concern her very unduly, she can only think of Orlando. In that three scene five, Sylveus has confessed his love to Phoebe however his words for unhostile is, as the scene opens he pleads with her not to reject him so bitterly. Sylveus you remember is a shepherd and Phoebe is a shepherdess. Rosalind and Celia both disguised also enter along with Corinne to watch Phoebe's cruel response to Sylveus.  Sylveus assures her that the wounds of love are invisible but Phoebe insists that the shepherd not approach her again until she too can fill the invisible wounds. Rosalind steps out from her hiding place and begins to berate Phoebe, proclaiming that the shepherdess is no great beauty and should consider herself lucky to win Sylveus's love. Confronted by what appears to be a very handsome young man who treats her as harshly as he treats Sylveus, Phoebe instantly falls in love with Ganymede. Rosalind realising this infatuation mocks Phoebe further and Rosalind and Celia depart and Phoebe employs Sylveus who we can talk so well of love to help her pursue Ganymede. Phoebe claims that she does not love Ganymede but wonders why she failed to defend herself against such criticism. We get the sense that she is in love with Ganymede. In Act 4 scene 1 while Celia listens to their arguing, Rosalind still disguises Ganymede and Jacques banter about his melancholy and Jacques maintains that it is good to be sad and say nothing while Rosalind maintains that if one is sad and silent one might as well be a post. Orlando finally arrives very late for his appointment and Jacques beats Ganymede goodbye. Turning to Orlando, Ganymede first berates him for his lateness but then lovingly invites him to woo Ganymede as if Orlando was wooing Rosalind. Ganymede wittily instructs Orlando about the wily ways of love and women. At this point Orlando says he must leave to attend Duke's Junior at dinner and he promises to return at two o'clock and after he's gone, Celia accuses Rosalind of speaking ill of women and she suggests that Rosalind should have her doublet and the house plucked over her head in order to show the world. The bird hath done her own nest and Rosalind in answer says that love has indeed made her a little bit mad. Now at night four scene two, several Duke's Junior's forer-lawers have been hunting and one of them killed a deer. Jacques suggests that they presented to the Duke like a Roman conqueror and they carried out this little slaughter trophy. Now at night four scene three, it's past two o'clock and Orlando has not arrived for his meeting with Ganymede. Sylvia does arrive, however, bringing Phoebe's letter to Ganymede and Rosalind playfully pretends that as the illiterate shepherd has supposed it's full of invective and she accuses him. Sylvia is jealous of writing it because it's a man's invention and his hand. But when she stops and actually reads the letter aloud, even the gullible Sylvia realises that the note is in actuality a love poem. It's Phoebe's way of wooing Ganymede. Sylvia is ordered to return to Phoebe with this message. If Phoebe loves me, I charge her to love thee. If she will not, I will never have her unless thou entreat for her. Now at four scene three a stranger arrives on stage.  He explains that Orlando while walking the forest discovered Oliver sleeping under a cloak. A snake had crawled itself around Oliver's neck but because it was frightened by Orlando's entrance it stayed away. Nearby a hungry lioness waited for Oliver to awaken before pouncing upon him. After debating with himself whether to save Oliver or leave him to a certain death, Orlando fought and killed the lioness. Oliver awakened to see his brother Briskings laugh to save him, realized his brother loved him deeply and so his hatred for Orlando changed to love. Now reconciled, the brothers proceed to Duke's senior's encampment where Oliver discovered the lioness had torn Orlando's flesh. He's brought the handkerchief which Orlando used to bind his wounded arm and he presents it to Ganymede with apologies for Orlando's broken promise. Now in Act 5 Scene 1, when the scene opens Audrey is fretting about her postponed marriage. She is worried and she's presented as a very rustic character and William appears and in answer to Touchstone's question are thou wise? He replies, I sir and I have pretty wit. To this Touchstone responds by quoting the same beginning, the fall doth drink think is wise. Touchstone quickly reduces William to a state of stupification. William meekly goes away and Corinne arrives with word that Touchstone is wanted by Lena and Ganymede. In Act 5 Scene 2, we learn that Oliver has fallen in love with the Lena at first glance and he tells Orlando that she is consented to marry him.  Orlando approves of the marriage and then is scheduled for the following day. For Rosalind, it's Ganymede enters and tells the well-winned courtship of Alina and Oliver in which the no sooner looked before they loved. When Orlando confesses his own heart's heaviness because he's without his true love, Ganymede tells him that he, Ganymede, is knowledgeable in the true art of magic and says, if you do love Rosalind so near as your heart, then when your brother marries Alina, shall you marry Rosalind? Ganymede then promises to set Rosalind before Orlando's eyes. Phoebe and Silvis join them and Phoebe expresses her love for Ganymede and Silvis expresses his love for Phoebe. In Ganymede says, he loves no woman in Orlando's eyes for the absent Rosalind. In Act 5 Scene 3, Touchstone tells his true love, tomorrow is a joyful day when they'll be married. They're entertained then by the two of the Dukes' pages who sing appropriately, it was a love on his last. In Act 5 Scene 4, on the following day the Duke asks Orlando if he believes that Ganymede can do all as he's promised. With them Oliver, Celia disguised as Alina, Armenis and Jacques have gathered to see whether the miracle of multiple marriages can be performed. Rosalind enters in her customary disguise followed by Silvis and Phoebe, she reminds all the parties of the agreements. The Duke will allow Orlando to marry Rosalind if she appears and Phoebe will marry Ganymede unless unforeseen circumstances make her refuse, in which case she will have to marry Silvis. Everyone agrees and Rosalind and Celia disappear into the forest. While they're gone, Duke's senior notes on the remarkable resemblance of Ganymede's own daughter, an opinion that Orlando seconds. Touchstone and Audrey then join the party and Touchstone entertains the company with the description of a choral he had as he finishes Rosalind and Celia's return dressed as themselves and accompanied by Armen, the god of marriage. Phoebe, realizing that the young man she loves is in fact a woman, agrees to marry Silvis and Hyman, marries the happy couples in Orlando and Rosalind, Oliver and Celia and Phoebe and Silvis and Touchstone and Audrey get married and a great wedding feast begins. Hoffing through the festivities, Jacques de Bois, the middle brother of Oliver and Orlando arrives with information that Duke Frederick mounted an army to seek out Duke's senior and destroy him. As he rode toward the forest of Ardine, Duke Frederick met a priest who converted him to a peace-loving life. Jacques de Bois goes on to report that Frederick has abdicated his surrender as brother and has moved to a monastery, all rejoiced, happy in the knowledge that they can return to court. Only Jacques decides he will not return, he determines to follow Duke Frederick's example and live a solitary, contemplative existence in a monastery. The wedding feast continues and the revelers dance as everyone except Rosalind exits the stage. Then there's the epilogue. Rosalind steps forward and admits that the play is breaking theatrical costumes by allowing a female character to perform the epilogue. But the play she says improves with the epilogue and so she asks the audience's indulgence. She will not beg for the audience's approval for she's not dressed like a beggar, instead she will conjure them. She begins with the women, asks them to like as much as the play pleases them, for the love they bear to men. She asks the same of the men, saying that if she were a woman, for all the female roles in Renaissance theatre were played by men, she would kiss as many of them as handsome and hygienic. She's sure that the compliment will be returned and the men will lavish her with applause as she curteses. Now when it comes to the characters, the first of course is Orlando, he's the youngest son of Sir Royal Andy Bois and he's been kept like a peasant by his brother Oliver all his life. Yet despite this, his goodness and natural gifts are apparent. To save his life, he flees from a harsh and rigidly struttered society in which the old, the lowly and the female are victimised. In the anarchic world of Arden, he cares for Adam, who's both old and lowly with great tenderness and no consangable rank. Most importantly, he's temporarily set free from the restrictions and fictions imposed on a man dealing with a woman and he comes to know Rosalind, not as a mistress placed on a pedestal for greater ease of worship and dehumanisation but as a friend and equal. In all, he embodies his age's anglois accents, virtues of courtesy, gentleness, independence, courage of strength, filial devotion and having established Orlando as a knight of sorts, Shakespeare then reveals his human frailties in particular, when Rosalind gives him necklace, his strength, courage and all his manly virtues desert him momentarily as he falls in love. The next character of course is Rosalind, she's the heroine of the comedy and she exemplifies the best virtues to be found in the Renaissance Englishwoman. She's intelligent, witty, warm and strong of character and she possesses an unshakable integrity, yet there's nothing overbearing of pedantic about her intelligence, she intimidates no one. As a result, she remains always gently wittily human, whereas Orlando at times seems almost too intense in his quest to measure up to his father's presets. Rosalind always seems to rise above the failings of fate by using her resourceful, realistic understanding and she emerges as a human being who's to be admired. However, her patience isn't without limits and she's no saint. Falsely charged with treason and condemned to exile, she's nevertheless secure in her integrity and she's able to defend herself with courteous firm eloquence. Her exceptional mental gifts are most strikingly demonstrated during her bright flow of her conversation. She's witty and her repartee especially is sparkling when she's alone with Celia. The other character of course is Celia, who's able to hold her own witty conversations with Rosalind in Touchstone and she's usually reserved in public situations. In Act 3, in Act 4, Scene 2, for example she says nothing for almost 200 lines which is to be explained in part by the fact that Rosalind is Shakespeare's principal creation and also Celia is not in love. Also, Celia in terms of the stage decorum is really interestingly depicted for in many ways she never really takes part. The only role that she plays is in support of Rosalind. The next character is Touchstone and he's designated as being the clown. He is seen and depicted as the fool, the king's gesture and he's dressed in mockery and in reading Elizabethan plays it's important to keep this important distinction in mind.   There's also Oliver who's the elder son of Sir Rowlander Boys, Adam a servant to Oliver, Dennis a servant to Oliver and Sir Oliver Manteks who's a country vicar. Now when it comes to the themes, the first of course is romantic love and this is demonstrated in the central relationship between Rosalind and Orlando. They fall in love quickly and the love is articulated through poetry and carvings on trees. It's a gentlemanly and courtly love but it's fraught with barriers needing to be overcome. Orlando has to overcome several obstacles to be married, however Rosalind and Orlando is only met a couple of times in the disguise of Ganymede and it's hard to say therefore whether they really truly know each other because we don't really see that many interactions between them when Rosalind isn't dressed as Ganymede. However Rosalind is also interesting because in terms of her perception of love she doesn't seem to be very unrealistic. Although she enjoys being on the wooing side of love she's also aware that it's not sometimes always genuine and which is why she tests Orlando's love for her through her disguise of Ganymede. There's also sisterly and brotherly love and this is clearly evident between Celia and Rosalind as Celia abandons her home and privileges to join Rosalind in the forest. Also brotherly love is severely lacking at the beginning of this play. Oliver hates his brother Orlando and wants him dead however this shifts. Also Duke Frederick has banished Duke Sunore who's usurped his dukedom. However this love is restored when Oliver has a miraculous change of heart when Orlando bravely saves him from being killed. It appears in the forest that the forest is responsible for this change of character in both the evil brothers Oliver and Duke Frederick which helps further the plot in terms of the importance of reconciling but also the importance of familial love. The other important theme is fatherly love. Duke Frederick loves his daughter Celia and has indulged her in that he's allowed Rosalind to stay. When he has a change of heart and wants to banish Rosalind he doesn't do it for his daughter. However once he does firm his intention to have Rosalind banished he feels very sad when he realises that Celia has left. Indeed Celia rejects the father's attempts at loyalty and leaves him to join Rosalind in the forest. His love for her as his daughter is somewhat unrequited due to his wrong dipping which he ultimately does change his mind on. Also there's this interesting contrast between city and country life. So there's lots of pastoral literature and it thrives on this contrast. Often it suggests that the oppressions of the city can be remedied by a trip to the country's therapeutic woods and fields which can resolve a lot of the issues that arise in the city. Also the country is seen as restoring a person's sense of balance and rightness and this type of restoration in turn enables one to return to the city a better person and we see this with lots of the characters who go into the country and then combat changed. For example in Act 21 Orlando rolls against the injustices of life with Oliver and complains. Later in that scene as Charles relates the whereabouts of Duke Sunour and his followers the remedy is clear. It's in the forest of Ardeen where the usurped Duke resides. As the characters prepare to return for a life at court the play does not lord country over city or vice versa but instead suggests a delicate and necessary balance between the two. The simplicity of the forest provides shelter from the strains of the court but it also creates a need for an urban star on sophistication. The other theme is that of foolishness and this play makes it clear that human beings can be very ridiculous. So naturally much of the play is spent poking fun at such foolish behaviour. From Orlando's silly notion that love should look like a 14th century Italian card to Jacques Melancholy and highly cliched outlook on life. Touchstone the character who does most of the mocking of the play just happens to also be a licenced fool. Like Shakespeare's other fools Touchstone's quick wit and insight into human nature allow him to point out the folly of those around him. Despite this play's critique of human folly it also acknowledges that foolishness and folly are the very things that make us human and we can recognise this way ahead of the game. So that's all if you enjoyed this video then please do consider subscribing to our channel and giving this video a thumbs up. Also if you want access to useful essay questions, model answers that you can use for revision as well as additional support in English as well as other subjects do visit our website which is www.firstretutors.com. Thank you so much for listening. .


Good afternoon everybody. Thank you for coming over and listening to some interesting insights so far We are here to talk about leveraging the power of social and discovery commerce and How it is impacting our brands and our businesses and our planning? We have experts and veteran from the industry who are going to share their point of views on how they are leveraging social and discovery commerce How they are looking at this entire era which is shaping up very differently and impacting Roars ROIs how brands are investing on on these channels and platforms So I will first start off by opening up this panel You know asking each of the panelists to kind of share their thoughts on social and Discovery commerce and then we'll move to pointed questions So I just passed the mic to Tanvi and you know you can share your thoughts and we can pass the mic around So I think the power for the opportunity in social and discovery commerce especially coming from you know as a brand like Nivea with you know, maybe are heavily entrenched into skincare. I think the opportunity for us. Honestly is huge We've seen you know consumers You know are pretty much online their entire journey of discovery of exploration is happening on the online space today So we've largely scaled up, you know our digital efforts are you know Entire, you know full-fun efforts to kind of you know close the loop In terms of where the consumer is today, so I think in that sense It's it's definitely a huge opportunity I do think in India. It's it's still at a very fairly nascent stage. So one aspect of it being yesterday consumers are extremely You know comfortable with you know transacting online. Are they still comfortable transacting online outside of a marketplace or outside of you know Platform where they're habituated to shop maybe something that will grow, you know as we move along, but I think today Consumers are looking for especially in the skincare category again coming to that. I think consumers are You know heavily discovering there are a lot of D2C brands in you know in that play people are you know coming across newer brands and you know Trying to you know find the right fit for them because it's it's it's it's ultimately about them finding the relevant fit So I think huge opportunity, but yeah a lot of headroom to grow Interesting Tanvi, you know thanks for sharing your views on how Nivea and the skin care category looks at it And how you're looking at you know a very B2C approach. I think Shoryo will help us, you know throwing some light on how he looks at This entire space and how it impacts merchants and the B2B from a B2B perspective Yeah, hi so the the business that I represent basically sells primarily to grocery merchants and Contrary to you know the majority believe that they are not on social media and they're not spending time on social media to whether improve their business or You know understand the nuances of what's happening You know with the social media audience, that's not true So what we've seen is that Whether it's our acquisition funnel Where we acquire merchants that happening on Facebook and Instagram Then the retention funnel where we talk about the new products that we are launching the new promotions That we are launching again on social media platforms is very prevalent and they you know There is a positive affirmation from the merchant side that they are willing to look at it and actually also go back to the platform and make a purchase And drawing from this insight we have within the product also, you know created a video feed Where merchants can understand? You know, what are the new products that we are launching? So someone down south might not be using the same You know detergent powder as people in the north so merchants can understand that look at those categories and also Understand our programs better So, you know, we've you know sort of seen the journey of Sending a flyer to a merchants shop to making it a static creative on social media to actually converting it into video and We see that you know going ahead that that video will serve You know a big part in how they continue to shop with us and understand, you know the value the benefit of the platform Thank you. Thank you for sharing your perspective, you know Interesting to hear a very different side on, you know How merchants and the B2B category kind of is also very actively looking at developing and leveraging Discovery and social commerce I'll now invite Shakti to share his views from a programmatic lens. How do you see? You know the entire social and discovery commerce coming to life and how can brands, you know leverage programmatic to their advantage? Thanks a shot so as consumers today, we are Spoiled for choice for every product that we want to choose, right? Or we want to buy for that matter right from your cosmetics your Toothpaste for that matter as well and as marketers We are further spoiled for choice because we have so many platforms. We have so many avenues especially in the programmatic scope of things That can enable this Research for any purchase has been an innate Activity that people do right from speaking to your peers or Going and reading reviews for that matter But discovery commerce I feel from a media lens point of view is one step before that, right? Like we were talking outside that people are able to discover new products even on quick commerce for these days for that matter that I would probably just Key in cooking oil and I could be thrown a brand that I've not actually heard of before I might use that brand name go to Google go to Amazon for that matter and keep Researching for it and eventually make the purchase elsewhere And not from the original platform that I had discovered this right so it becomes very important for us to Understand the power that the audience that I'm targeting that is available on the platforms that I'm going to use use those platforms at scale and Therefore ensure that Before they are able to get into the awareness and consideration cycle or funnel of The customer journey I'm able to introduce my product to them So that I think is something that a shift in our purchase journey that is happening across And it is not limited to one sector. It is across retail across fashion across Electronics across auto for that matter, right? So that's that's what I feel Thanks. Thanks, Shakti for sharing your views Completely agree on on this point you made on you know shift in the journey, right? As traditional marketers, you know the thinking across, you know brands and clients and marketers is How do I sharp target the audience? How do I kind of, you know ensure that my communication reaches out to a very specific audience or a demographic or a Psychographic, right? What social and discovery commerce is actually enabling is to kind of widen that right? Which essentially goes back to the good old days and you know Reminds me of the popular campaign that Amazon ran on or the cow, right? Where in the good old days you would you would go to a shop and say or the cow or the cow, right? our brands actively Investing on the or the cow approach on on commerce now, right? That's what discovery commerce is all about right to a large extent and Yeah, I will now invite Puneet to share his views on on how how you are looking at leveraging You know social and discovery commerce Sure, so I have three points to make right so India today is a Though the youngest Gen Z population has got the younger Gen Z population and young younger millennials there The entire population the cohort Which is the Gen Z's and the younger millennials are mobile first, right? And there is research today to prove that I don't know the exact percentage But there is significant amount of time spent by Majority population in this country on online window shopping right you actually Discover a lot of products across categories that you want to buy you spend time and there is almost like a Place where people would want to spend time On on the screens to just see what I can buy what is what are the options available and so on so forth now for us We are fortunate to be in the right to the center of In middle of the last mile between the consumers and the whole host of categories and industries now what we also do is The point across all the panels and what you also spoke is is relevance, right? It only the transaction or the engagement only happens if there is relevancy in the messaging or what you see between the brand and The consumer now for that to happen and hence you need to make sure that the inside being done at the back end is Is very thorough so what we do is we use a lot of these machine learning tools like like you know Like a decision tree which basically helps you to cohort The bifurcate consumers into different cohorts then you use a great modeling to understand within those cohorts, whether if that particular In a percentage of our community within the cohort has the wherewithal or the you know The can afford a particular product or not we use predictive analysis to understand Which is the next category this cohort is most likely to buy in the next 12 month cycle? And and obviously there is user behavior today, which is which is available to almost everyone to understand Where do you actually engage with this cohort in the entire consumer journey? So, you know putting all these things together I think yes This is the way to go and how brands use machine learning algorithms and consumer inciting to you know to bring to bring the brand closer to the consumer is the way I look at it Interesting you talk about you know the consumer journey and you know how you're a kind of leveraging data and creating cohorts to targeting These cohorts the next question that comes to my mind is you know, what about the investments? You know on asset development is that is that something that you actively you know work on build on You know has that journey changed for you in terms of the kind of assets and the type of assets that you're you know developing and You know how what are your thoughts on that? I'll just continue to the earlier topic, which I just spoke about so you know building assets today is Primarily to figure out a customized model which works for your business your category and your consumers, right now And that has been a bad and shift in the way you approach the on the specific models No, but typically and traditionally what you had is you had a media model. You had a engagement model Which had it was a cookie cutter approach, right? But as we speak today even within your Business there'll be subcategories sub segments and how do you customize and build a model which is an asset for yourself which can be? you know You know trademark later on but that is where I think today Is where where where you know the punt is and the other point which I want to make is Building asset today is not a prerogative of or a privilege of a bigger brand I mean every small brand SMEs or the startups can build their own assets, right? So because the data and because the tool is so freely available for everyone else Yeah, very interesting, you know again Building on that thought the good old days was all about the 32nd TVC and you know a large creative or a single campaign That worked on a singular thought which then kind of moved to digital first assets and creatives, right? And we're now talking about a lot of customized assets Or you know on different platforms and creatives and communication Then we you want to share your views on on how how Nivea is looking at this and you know What are the challenges or what are the opportunities that you see? You know from a consumer and targeting perspectives while creating assets Absolutely, I think like you said, you know earlier in a lot less complex world We were able to kind of Get a certain asset bank and then that was pretty much it that's what we would live with But I think as we move more towards, you know a lot of performance led You know thinking and a lot of performance led Activities like Puneet mentioned we do also a lot of you know Co-hotting in terms of just understanding how our audience how our products become relevant for our audiences Through different sort of category entry points on each states So just bases that you know it gets kind of multiplied into three or four for every You know stage of the funnel and that just increases complexity in terms of assets I think internally we've also been trying to figure out ways to make this entire process more efficient So we have been using and experimenting honestly. I would say very early stages, but experimenting a lot with AI tools to see how we can kind of build you know Dynamically kind of create a lot turn out a lot more assets than you know We used to earlier Feed in a certain set of messages and you know have the algorithm kind of optimized for it So we've we've kind of been able to build certain tools internally where you know once the masters are created It helps us then kind of build a much larger pool So it kind of just helps amplify that pool of assets that we generally create I think it remains to be seen how you know how then when once that gets ingested into The platforms that we typically are on you know how that performance Outcome looks like but I think we definitely committed to kind of Building a lot of automation there because it is it is a very very labor resource Intensive kind of you know space and and the movie automated. I think we can just find efficiencies Interesting thanks for your you know thoughts than we I'll point my next question to Shakti Since you know then we spoke about you know automation and You know what are your thoughts on you know the different? opportunities today available You know to automate this asset creation. What are the kind of technologies? You know clients are using and leveraging and how does that kind of marry with the audience journey or the customer journey? Correct, so There are a few and I'll take a minute to kind of list them down Of course all your DSPs have their own automation of creatives which are Very standard and very to the point For some brands that are starting up in this journey of discovery commerce that may Be well enough for that matter It could be a display asset. It could be a video asset. It could be a text asset for that matter It depends on The point of communication where it is connecting with the audience Of course, there are specialized platforms like say or if it is that is able to Do such wonderful campaigns that they've done with Cadbury Mondays for the last three years and we are in this room All aware of that right so that is the scale right from your most basic to your most advanced where A celebrity is actually ensuring that you are able to discover the next shop near your Home for that matter and then it's not just that you have once you've created that audience you have to also ensure that it is reaching the right audience and therefore When we look at programmatic platforms when we look at just media platforms for that matter They may not be problematic for that matter. It is quite necessary that you understand that this is not Primarily an ROI driven element and therefore the asset creation has to be looked at that way if you if you associate a ROI value to your asset From the word go you may not be able to justify it internally and in your mind for that matter So it is very important that when you are looking at creating an asset you look at it from a communication point of view from An extension of your brand to your audience point of view and not necessarily an ROI point of view Don't look at ROI is what he's saying right look at it as an investment. You do very critical for all the clients here You don't need to get ROI Interesting Shakti, I'll ask Shaurya on you know, how do you view the investment on tech and intra and you know What kind of you know, what are the pros and cons? How should brands approach this? How have you looked at it from a you know reliance perspective? Yeah, I think for us it's I mean like for anyone else it's it's more about test and learn But some I think the hypothesis building starts from As some of the panels mentioned that by looking at the consumer cohorts and seeing that you know, how is there? Sort of behavior So let's say the first time a merchant makes a transaction on our platform What are the categories that they're primarily buying and once we are moving to the second and third transaction? What sort of categories that they are moving to so how can we make sure that the category discovery first becomes easier for them? So we've you know created, you know widgets within the app which makes It you know easier for the merchants to discover. So for example, if you're in a particular pin code you'll be able to see what other merchants are buying and It's it's it's termed as the trending products in your location So merchants can look at that. Okay. If the shop next to me is selling all these SKUs Maybe I should also think about you know selling them in my in my shop so so investment from that perspective and then Investment from the engagement perspective. So at the end of the day every merchant is coming on our app to buy the products What can I give them beyond that so that they you know, they have another reason to come back to the app? So we've created entertainment led content. So for example when cricket is happening why? and how using our app they can you know save the time and You know order in in an instant and then sit backs and relax and watch the match so that sort of a Content is developed and the SKUs are mentioned below that and this is from our understanding of the consumers because we also have The data of the end consumers of what they typically buy, you know during a during a match So, you know those sort of things make sure that the merchants life becomes easier When they are thinking of you know restocking as such and the third point is that we like you know our You know campaigns start much before a consumer thinks of you know making a purchase you either for a festival or for any You know even per se so we have to make sure that the merchant understands That how the consumer buying pattern would change and then stocks the you know shop accordingly So, you know those those ways we are investing in tech so that the life of the merchant is as easy as possible when it comes to ordering Thank you. Thank you Sharia for your you know inputs I would like to you know take the discussion in a tool to something different other than asset investments now very popular Leverage that you know a lot of advertisers and brands today are using is influencer marketing right and Influencer marketing are enabling commerce in many ways So, you know would like to hear on what are your views on integrating you know Commerce and influencer marketing. Maybe we could start with you know you Tanvi on you were telling me about some examples of How you all are leveraging influencer marketing and trying to kind of integrate, you know commerce with Nivea Yeah, I think like most skincare brands today Realize the importance of influencers it lends, you know a lot of authenticity, you know to the brand and to a lot of our marketing efforts, so I think in terms of Influencer marketing itself. We've been heavily investing behind it It's become a big part of you know what we do under brand building. It's no longer just something we do on the side It is it is you know contributing in a big way in building that entire funnel and building the consumer Intent so I think we've been investing behind it. We've even For the past three years. We've been running a program called Nivea soft fresh patch It's one of our you know ongoing IPs that we run where it's essentially a hunt for India's you know next freshest influencers and what we essentially do is run a massive college campaign program we Activated through some of the social platforms to find New talent we we shortlist at least 60 influencers every year out of this program Groom them and you know kind of help them build their you know online presence along with the brand what we did You know slightly differently this year was to also integrate an element of commerce into this entire activation So we wanted to take it a step further beyond just you know building this You know this this buzz around the influencer activation We tied up with one of the larger beauty platforms in in the in the country and we Kind of created touch points within the platform itself to build more discovery for the consumer So it is a platform that's growing on beauty and we wanted to ensure that we are there while you know While that that change was happening Along with that what we also integrated was in addition to a lot of the visibility that was happening on platform We we kind of leveraged their pool of influencers as well and through a lot of live commerce We tried to integrate. I think we had at least four or five different life commerce You know touch points where we could start putting out word around our product as a part of the overall influencer activation So I think there is a lot of scope, you know to build this further platforms are also kind of you know coming up with a lot more Solutions today. They are also realizing that it's equally important for them to scale up, you know, their efforts behind Discovery commerce and and building a lot of this, you know social commerce currency that we see today So, yeah, I think that's that's just a growing space which we will continue to kind of watch out for Interesting, you know thoughts on how you're kind of building the B2C Commerce Shorin, what are your thoughts on influencer marketing and you know, how do B2B brands kind of leverage? This practice I think for in our case obviously like in if you think of merchants Influences in most cases, you know would be a far-fetched No, sort of an opinion of doing the business for them. So what we try to do is that we You know try to create narratives around with, you know, small town I will not small town would be a wrong word. I'm sorry, but Dear one tier two town theater actors and you know, try to build a narrative of what's happening in their life and use that content for them to you know influence and Shop with us. We are also, you know rolling out, you know, sort of a program where Well, once we are launching a promotional offer, how can a merchant explain the same thing to the fellow merchants? So sort of leveraging their, you know Community sort of power instead of reaching out to big influencers and asking them to You know talk about how the merchant should purchase or when they should purchase all those sort of things and that that's more community focused but In in cases when we are launching, you know, big campaign, let's say a Diwali campaign per se Even then we are, you know looking at TV actors Comedians in a way so that, you know, it's more entertainment for them and replicates, you know, sort of their Watching behavior as such because we have to reach to the merchants of you know every small town of the country and hence You know building that affinity to these sort of creators are important Interesting. Shakti, what about you? Your thoughts on how can, you know, brands kind of leverage influencers for social and discovery commerce? So we all know in this room that influencers are pretty much the stars of social media platforms, right? And I think the democratization of Mobile screen where Confident people got the voice to talk about themselves and talk about their life and therefore the products that we want them to endorse is amazing, right? While Promotions for this may not really be under the context of programmatic. Some platforms are programmatic compliant and some aren't it is I mean the platforms themselves have evolved like Instagram allows you earlier there was Branded content ads, right? And today you have up to 10 accounts that can post the same content, which is basically scaling up What you are talking about and these 10 accounts could be Completely different from each other and therefore reaching out to a very large set of audiences and the discovery therefore happening accordingly So from an organic media point of view that is definitely a plus from a paid media point of view I would say that using these assets to the right audience like I said earlier ensuring that it is reaching the right audience is very critical and investing a time and the Composite money with that time to ensure that your communication is going out and therefore people are able to Reach your brand or your brand is able to reach your audiences and somehow I feel that this at the same time induces a Awareness and consideration funnel at the same time right because a I am getting aware of the product from my Influencer that I follow or the influencer that I admire Talking about whatever the travel lifestyle fashion and I am also being encouraged to consider my mind They are not saying go and buy there is a subtly to how influencer marketing happens But there is a consideration getting created right so that is the power I feel that very few platforms are very few mechanisms in media actually enable where Awareness and consideration can be induced at the same time. That's that's how I feel Interesting Puneet. What are your thoughts on how is Mastercard is Mastercard leveraging influences for social and discovery commerce? You know, what are some of the best practices? You feel you know that can be kind of adopted by different brands today completely, so I mean, you know, if you look at the if you bucket all the hashtags on Instagram You actually would look at top eight or nine buckets, right? Which comprises almost 80 or 90% of the post on these platforms now if you look at these buckets, they are what travel fashion health Nutrition music in more or less the same buckets trending year on year now the way We look at it from an influencer marketing perspective is like what, you know, then we said and also what Sharia also mentioned is Like, you know the entire age group from 20 to 45 today is looking at Are Their entire, you know consumption online is to explore truth truth in what the brand is trying to say Authenticity in what the messaging is all about and also being part of a community Which I want to be belong to a community right and the influencer marketing Frameworks helps to build that authenticity at the same time allows the User or the consumer to belong to that committee because he or she is following that influencer Now one thing which I would like to specifically highlight is, you know Possibly where brands can further leverage on the entire influencer marketing piece is the attributes that the influencers Is bringing back to the brand, right? the attributes of diversity attributes of You know of the brand being sustainable being climate conscious You know those are those personality attributes which the influencer can bring back to the brand rather than the other way around So, you know these it's it's it's obviously a very exciting space. So obviously we use it Interesting. So, you know, we spoke about how you know social and discovery commerce is kind of you know evolving at a very fast pace You know, we spoke about the kind of investments, you know, brands are making on asset creation We spoke about how how, you know, brands are investing on tech infrastructure We spoke about how influencer marketing are also kind of playing a very critical role in leveraging social and discovery commerce What I want to ask each of you all next is Tell us about one challenge and one opportunity that you see You know from a social and discovery commerce perspective, I'll start with Tanvi and if you can share your thoughts Yeah, I think Like I mentioned earlier as well. I think the opportunity is huge. There is Against coming speaking for the category that we play in weather, you know in terms of skincare. I think It's definitely we've seen examples outside of India where this this has completely boomed You know for the category for beauty for personal care. So I think there's a huge opportunity, you know on social commerce For us to leverage Today, we've started doing it in smaller ways like, you know through even WhatsApp We've done a lot of WhatsApp chatbot integrations as well to bring in a lot of that direct to commerce kind of You know tie back, but I think we're still not in in in a very developed stage of The journey I think in terms of challenges I think for me the biggest one today would just be measurability I think we're facing that in in a lot of what we do in our efforts Through our full funnel, you know marketing Campaigns so I think tying back to you know, if we were talking about, you know Advertising largely on several different, you know wall gardens per se where we talk about and just tying back You know that that full, you know journey in terms of you know, measurability ROI I think that sometimes becomes a challenge. I think it's also just a part of You know how this entire space will evolve as we as it becomes a lot more sophisticated like we've seen in other markets I'm sure then, you know the measurability aspect also follows suit because that does become a big You know sort of an ask when when brands like us are putting dollars behind behind this So yeah, I think for me that would be the biggest challenge, but I definitely see huge opportunity So what are some of the current KPIs that you all look at from a measurability perspective when you're activating campaigns or evaluating campaigns? I think for us Roas would be you know a big one. That's definitely something we look at We also look at attributes since as a category as a brand driving penetration becomes one of our you know big You know, you know Tasks at hand I would say, you know looking at attributes like new to brand how many consumers are we bringing into? The brand on on these platforms, you know, how much are we? You know, what is the kind of I would say? Costs to you know the input to output Measurement that we see when we look at what we're investing behind You know these these placements, so I think largely these would be, you know, the key KPIs that we look at Thank you. Sure. Hey, what are your thoughts on one challenge and one opportunity that you see in this area? think challenge Because I represent a platform Perspective would be to you know to what level can you create personalization? you know for the consumer that you are serving to and Does that personalization actually makes sense to also drive the commerce so that's that's you know a challenge and opportunity in our case That we constantly debate that you know, for example when we are launching a campaign if it's a pan India campaign Do I customize it for you know, each of the you know the four zones northeast? Southwest or should I make it you know, just if I serve? You know my platform serves content in eight languages should I only stick to those? You know sort of languages And we've done some you know a B testing in Over there to figure out that you know if if we are you know creating personalization It should just make sense to the consumer as such so Storytelling you know becomes a lot important that they should identify With the stories that that that we are telling them and those stories eventually You know convert into a content format or you know sort of a widget or a product feature per se So that that's that's what we face From a measurability perspective. What are the kind of KPIs do that you all look at? So for every campaign there are three primary KPIs that you know That day what was my doubt What sort of a merchants actually converted and you know made a purchase and then how many of them were repeat customers And how many of them are new customers? Those are the three KPIs that we look at during the campaign days Interesting. Thank you. Shakti. What about you? What are your views on one? opportunity and you know one challenge that you see in this area like I said at the start of the Session of the session that we are spoiled for choice as marketers But similarly what that does from a challenge point of view is because the audience is exposed to So many platforms of social media and beyond it is a Headache as far as I'm concerned to ensure what platforms we are selecting and reaching the right audiences, right? And given that there are certain large DSPs like say a DV or a trade desk for that matter who enable a lot of Platforms under one roof and then there are retailer DSPs like your Amazon your Paytm's and your flip cards that are disconnected from this but offer a very strong Audience insight right because I can then I mean from my last experience at a CBG brand I was able to identify who had purchased a hair oil In the last cycle safe from flip-cart or from PTM for that matter and use PTM to purchase that hair oil And I'm going to sell him a different brand or at least ensure that he discovers a different brand of hair oil that I am selling so There is a lot of platforms right and some of them are connected some of them are disconnected and therefore the selection becomes a big problem and Because of this compartmentalized platforms your ROI or your measurability may Get impacted your ROI definitely gets impacted right so that I feel is a big challenge from an opportunity point of view I would say that if you are able to then sharply Select a certain set of platforms limited to those platforms which have synergies within each other and you're able to Limit to that what it does is limits your scale of course of audience that you can reach out but your Scale of money's efficiency definitely goes up right so that's a fine balance And of course this is not something that you can derive on your first campaign This is a this is a discovery for you as a marketer because you will do multiple campaigns. I'm not saying this is Trial and error. Please don't miss quote me and saying that this is something that you evolve every campaign that you do You get your learning strike. He was saying earlier that they have Probabilistic analysis that they do right for what audience is going to purchase what product later That's something that you have to continuously keep doing invest in analytics and measurement separately and not just do it On plain eyesight and therefore I think that Challenge will slowly start shifting to an opportunity Interesting. Puneet, what are your views on on one challenge and one opportunity that you see this space? So I'll tell you what I'm excited about From an opportunity perspective one is obviously the entire mobile commerce that is going to be the thing It's like a window for shopping for almost everyone The second piece which I'm really excited about is the generative AI producing a lot more or scaling content So personalized content for each Individuals is going to be super exciting because the machines are doing the content for you going forward The third piece is which I generally feel is is is an opportunity for most brands is the See that there is a clear You know, you know trend about ownership being declining right people want subscription based Services they want products and services when they want it where they wanted other than own it. So that I think is a very important Trend that you know of a brand scan leverage on I also feel the flexibility in payment and flexibility in delivery Is is also an opportunity for? Brands to you know Capitalized from a challenge perspective while yes, there are challenge on privacy of data and other piece one I think you know somewhere all these marketers need to sit down and figure out The ethical considerations that brings along when you start building your own AI models in house, right? You know the biasness or other like for example, like a dynamic pricing now Suppose if dynamic pricing is big build on supply and demand is to locate but if it's build on a person's profile, whether if it's ethical or not is is a question that we need to ask, right? So the other thing is How aggressive the brands need to be there needs to be a thin line that needs to be drawn for example We all there we all have been in a situation where we've come to a cart and decided not to buy for whatever reasons It might be it may be because I don't want to buy it right now I'm not sure or this is not the cause that I was looking at But then what the brands do is they keep on following this particular person day in day out So the aggressiveness of following up and respecting the user intent You know these are the ethical considerations that there's a challenge that I look at from a future marketing perspective Interesting. So you're questioning the re-targeting and remarketing line item of the budget on plans Yeah, thank you. Thank you for your perspective, Punita. You know, I wanted to ask Sharia We were discussing outside on how India is kind of you know evolving in this journey from a from a landscape landscape perspective and you know You you've also worked closely in the Southeast Asian markets, you know Can you share some thoughts around what are the differences? What are the commonalities? What are the opportunities? You know that we will see you know in the upcoming future in this space sure, I think when I see from the audience behavior perspective, I think Indian audiences Need a lot of you know variety when they are looking at sort of content So you would want to spend like one hour on a Netflix episode But you wouldn't you know also want to watch something in parallel or do a crossword or you know Those sort of things so that stickiness on the content is is not there so much whereas What what I saw in Southeast Asia is that people can just Look at people, you know eating food for like 10 minutes 15 minutes as such or People, you know trying out different clothes or trying trying out different games on there on their phones So then I think in that case the social commerce became more easier that you know We can engage with an influencer with a gaming influencer for and create a content for like 10 minutes She starts talking about you know how the phone doesn't heat up While she's playing call of duty pub G or so on and so forth and then talks about other features of the phone and people You know, I would say at least we had 30% of the retention, you know till almost The end of the video which I don't know if it'll happen in You know in the in the Indian market. So I think that ways I would say that The the time consumption on one single piece of content is much higher in that market and that that's why You know social commerce is you know a little more evolved in that The part of the world as compared to India Interesting. Thank you. Thank you for your thoughts I think we just have enough time to take a few questions if any in the audience or I'll wrap this up. I think we have some question here Hello myself Krishnakanth. I'm representing K2S2D start solutions This is what the question is for the punit on the dynamic pricing Okay, the valid point as far as the ethics and everything but still if you see in the airlines They are still using these tricks. Okay, you understand that because I am regular traveller So I understand how they change the pricing Depending on my needs and I have realized that right and even if it was a street vendor, okay? They tell you the price depending on your how much you're going to pay and they're the best judge I think they're the best market. I think they're in this country of the world also street vendor Okay, and there's already practicing it and I think that is a ethics Yeah, I understand how much ethics, but I don't think so still now there is any government restriction on that so My views on the future. Yeah, they might come and policy also if it is going in a You know huge scale wise is coming on the topic right in that sense. What will be your view? So, let me clarify the point again So when I said dynamic pricing if it's based on supply and demand Because it's market dynamics. It's it's based on market But the moment dynamic pricing is based on a particular profile That is where I said ethics might be a issue, right? I mean depending upon because the machine knows that this person can afford or is Certain to buy right now. We are working with some project. I cannot really name that company. Okay. They're into gaming only, okay They have a 13 14, you know, this area in different malls, right? So and the bar also exchange bar working about right So there are also pricing is dynamic and you know depending on the if somebody has you know from the audience has gone there Your pricing changes, right with the NFC technology and everything we're building on similar kind of technology on some solutions Which will be for the gaming also, right? The pricing will change. So I think yeah, as I say individual profile also Yeah, I agree on that but that will be a question. But yeah, there will be there in the ballgame. I believe Yes, I agree. I think that's a that's an evolving space and incognito mode is something that all of us are familiar with and use it extensively, you know to kind of battle with the machine learnings and the various algorithms that work around it Our time is up. So, you know, I'd like to kind of thank the panelists I had some very very interesting Learnings when we were discussing this topic outside and you know some very interesting thoughts and point of view. Thank you Thank you very much. Thank you everyone for being patient listeners


Good luck a Morris Believe it's your first break with us here. So Let's hope that first first break mojo comes out best of luck and thank you So this first order All right, let's see hack feels Couple parallels here. You got a grieve cargo base a Refractor Luke Skywalker nice That's a good start and a gold refractor of Mace Windu very good pack one of 50 on the mace and The Luke is 176 of 199. Oh, right. I mean Get a whole lot better on those characters together and Some gold on the auto as well Raleigh Keely Clint Howard 32 of 50 cool auto Clint Howard Raleigh Keely gold the 50 Ron's brother. There you go There you go Emerson, thank you again. We'll get this out to you


The purpose of zakat is two-fold. One comes in hadith and one comes in an aya. One is to remove the quality of stinginess from the heart. And the other one is for a redistribution of wealth and a recognition that those who are poor aren't just poor because they haven't worked hard enough. The Prophet ﷺ says in a hadith, tell them that Allah has obligated on them sadaqah, to be taken from the rich amongst them and to be returned, meaning it wasn't actually theirs to begin with, to be returned to the poor amongst them.


I was trying to go for it, but it's a druid. Okay, it's a druid wragg actually. Dragg tried to stop, but he failed. Okay, Dragg has a double base, so we got the fume. Yeah, it's probably over now. I think we can cover from this. Maybe. Okay, nice. Three wins, so we got some HP. But he's getting destroyed by the smite and the mindblast is going to die. Easy. Shmeiko is not laying around.