f media agency started putting I said at the conclave PKU was there that if they started putting pressure on the news publishers news broadcasters on the kind of content they put out in impact then you can save the world you can save our country so to say but I'm glad you're doing this in the US and it's something it's based on AI which means it's entirely scalable right now and one of the things that we are if we're really honest amongst ourselves the ability for AI to transform news and journalism is going to change radically when it means every day influencers all of a sudden have access to tools that can produce content at rapid scale without the need to fact check without the need to have credible sources for anything of the sort we need to have more means for checking journalism and the integrity of what's being published out there and this is just one of the steps in doing it again the kind of content you support at the end of the day it's about personalization about really the positive impact of the kind of content and then the messaging the writing on that content now let me come back to the team we've been talking about good growth you started talking about how to win customers with diversity equity and inclusion now again in mindshare you've been at the forefront of fostering diversity and inclusion with initiatives such as the inclusion private marketplace give us a sense of what is the inclusion private marketplace so it's very similar to this what we've done is essentially work with some of the leading publishers around the world to create and source inventory that allows us to redirect investment dollars into publications that can support and champion underrepresented voices so in America it was creating a private marketplace that supported black voices in Australia we did it for indigenous people in the UK we created a private marketplace that supported LGBTQ rights and so we're redirecting dollars away from the big publishers that would otherwise just capture those dollars and aren't necessarily advancing the ecosystem by supporting those marginalized groups so we're investing directly with clients money into spaces and places that champion underrepresented communities Fantastic I think that if it happens in India it will definitely create a certain kind of impact you talked about in your presentation about the role of data given sites and right just now you talked about the role of artificial intelligence in making the kind of decisions you're making media tell us as an agency as a services player what are the broader aspects of the business that are getting reshaped in terms of the services you offer how is it you alluded in my first as an answer to my first but how are you broadening the base of services that you're offering at MindShare yeah so I think first of all it really centers around the notion that data is in everything that we do increasingly it is the the liquid gold that will fuel everything and we fundamentally believe that the planners, the strategists and the innovators of tomorrow are being born out of the data strategists today those data strategists will have unique insights to allow us to connect with consumers in more meaningful ways and that means that we have to be the best masters of our clients data our own data, third party data whatever the case may be and what that's doing is allowing us to we are having moving well beyond media and I'll give you just one example we work with an auto client in another market and we had been doing some modeling for the client in COVID and the client came to us and said your models are actually more predictive of our sales even during this tumultuous time we were forecasting to within a 3% delta of their sales despite chip shortages despite supply chain issues they said we actually want to use your models not our own in how we forecast and source rubber for our tires and so all of a sudden the decisions that we were making around media seeped into marketing that marketing seeped into sales that sales seeped into brand and all of a sudden we were having conversation with the CFO not the CMO and the CFO was coming to us saying how much can I move off the line at the highest margin based on the chips that I have available how many tires do I need to buy how much rubber do I need to source from a raw goods material sourcing and I think that really speaks to where we are trying to go as an agency much more much broader much more strategic in terms of upstream consulting and capabilities pushing into commerce pushing into martech deployment pushing into data and analytics and I think the convergence of media marketing analytics customer experience commerce all of those things mean that agencies have to have a much broader more diverse range of services fantastic and I can knowing what your business is doing here I believe what you are saying and I know what you are doing now Adam this is not your first trip to India of course you made your first trip to Bangalore you come here multiple times both Delhi and Bombay what has changed about India in the last couple of years which is to use significant and what has changed specifically in the media marketplace and tell the audience how has in your view you are an insider outsider I mean you are a course you are the global CEO but you don't run the India Ops in the sense Delhi how has the India operations kept pace with that so I think there is two big things first of all there is what is happening from a cultural standpoint and then there is what is happening from a business standpoint if I think of the culture of what is happening here the last trip that I had was pre-COVID probably four or five years ago and what I am seeing now is there is an energy that I haven't experienced before and I have been here a dozen times in the last couple of years and that energy I think is creating a velocity that we haven't seen that I haven't seen in coming here and there is no question that India is poised for greatness the growth the GDP alone is outpacing the global GDP by 2 to 3x the ad expenditure market is outpacing the global ad expenditure market by 2 to 3x it is poised to overtake many of the world's largest economies in a matter of years not decades and I think you can feel that energy you can feel that optimism and certainly from my side it feels like India is on the cusp of breaking new ground and new territory and that is permeating every sense of the world the second thing from a business perspective is exactly what I was just describing when I came here four years ago it was conversations with CMOs used to be how many GRPs do I need to have on air each week talk to me about the different states that I need to go into how do I reach new audiences now I can tell you we've met with the biggest auto manufacturer here we've met with two of the largest CPG companies here start-up DTC companies and every single one of them is asking about transformation business transformation and growth transformation the conversation has radically evolved into not just being about media but being about how we help support an accelerated growth agenda and I think that speaks to the first point around the trajectory and the velocity of what's starting to happen so would it be fair to say that your offering is much more than a media services offering and it is becoming if I may say comparable or better than management consultants who've been trying to get into marketing services you said it, I didn't have to so give us a sense of because clearly over the last six to eight years the last consulting groups have tried to come into this very important area of marketing services and you still stayed on top of your game so tell us what has made that happen you already talked about technology you talked that you moved into commerce I think a big part of it first of all we welcome that competition it keeps us on our toes and it forces us to keep evolving and when you're the number one in the market like we are it means that we have to not just look at incremental improvements but huge step changes in what we're doing and when I think about the conversations that we are having the biggest difference is the consultants had very senior level relationships they're struggling to push down into execution whereas we came from a place where every single dollar we invested was scrutinized day in and day out we were held to account for every single penny that we invested on behalf of our clients ROI was looked at on a daily if not hourly basis we have earned their trust, their confidence and that is enabling us to push up in a much more productive way while they struggle to push down beautiful Adam thank you for being real I also want to say your group made lots of acquisitions in the last 8 odd years over the next 12 to 18 months do you see you making more acquisitions in India I would certainly like to think so if I think about partnerships not even acquisitions the number of partnerships that we are striking with AI and ML and analytics companies that are based here is at a pace that we have never seen before and I talked a little bit about the Volvo example and even the Tyson example those are being brought about by partners that are here in India that enable more predictive analytics in the future so I think whether it is acquisition whether it is partnerships I can't say right now but there's no question there will be more investment coming into the market in some capacity you know media innovation is the core of what you offer and you want to show us an example whatever you talked about shall we see that so Rajya can we have the example which is from India the first video about it some of you may have seen it I hope so I would love it of course people would have seen it millions of young girls like Sanya are subjected to beauty stereotypes every day which can impact their self esteem a dove study proved that the biggest test Indian girls face in their school years is the beauty test with Indians being the youngest to reach mobile maturity globally these beauty tests have found their way into conversations online family and followers dove wanted to make the online audience more mindful of their words when speaking to young girls so we turned the very medium used to body shame them into their first line of defence using the predictive AI technology present in smart keyboards we identified users who are typing body shaming comments and delivered a thought provoking message to them before they pressed send to build this real time intervention we analyzed 61 million body shaming interactions across the internet and identified three broad forms of body shaming colour, hair and size a contextual message was crafted for each of these forms thumb stopping beauty biases at the moment of truth clicking on these messages took users to the dove self esteem project a learning hub that offers tools and resources in less than a month this innovation organically delivered dove's message to millions of people who were caught in the act of conducting their next beauty test dove media journals took notice and helped us garner over 854 million impressions and 130,000 euros in earned VR as beauty tests across the country reduced the brand love grew this unique intervention directly influenced millions of interactions with young girls literally stopping beauty tests one conversation at a time fantastic again great use of technology yeah I mean for us that one is technology but it is inclusive in every single way and that for us is the very definition of good growth brand uplift sales uplift and new consumers being spoken to in more meaningful ways beautiful now of course mindshare is a global network and each unit in each country is very strong rooted in the culture understanding of business nuances give us an example of how you could use your scale and your global nature of network to make an impact for the client in every market yeah so I think this goes back to the culture the culture point understanding consumers intimately in market but more and more part of what is involved in our own evolution of becoming more consultative in nature and offering a broader range of services is also being more agnostic working with a broader range of partners and being more open and receptive to who we work with and how we partner there's an amazing example that we have in a video that I think we should probably play the video and then I can show it but it really speaks to our ability to scale ideas across a network to bring in conjunction with other partners it was an idea that from start to finish took 72 hours and it won the Grand Prix at Cannes so if you're alright we'll play this is the third video turn your back this turn your back on the media ground we at Cannes and as Adam says it's a great example of how you know the network this is not what I look like right now the filter should be illegal a new beauty trend going viral on tiktok what's the filter called again? bold glamour there's practically no way to tell that I've got a filter on I can move about unlike traditional beauty filters every pixel on your face is regenerated the beautification filter can cause psychological distress and I worry about how this impacts young girls confidence our backs against digital distortion we all are necessary it's really important that you turn your back it's the same as in Paris all the families we know all the kids out here let's watch and listen that is all over tiktok right now I'm turning my back to digital distortion turn your back turn your back I'm going to go one better than turning my back on this I think these filters are here to hurt us and I think it's time to turn your back on them I don't like it either you know why? because it doesn't look like you there we go so I think as I was saying you talk about scale and how we operate in the future there was a call that went out between Ogilvy and Mindshare within 24 hours we had 200 ideas from 50 countries around the world within 24 hours it was whittled down to the final two one of which came from Spain one of which came from London within another 24 hours of that client had approved it we had been on air and live in six markets with social influencers and live at the Oscars thank you Adam that's the power of collaboration speaking collaboration that's a great example but today's world is all about we talked about partnerships earlier and however big you may be as an agency or a network you still need the power of collaboration to multiply the impact and bring in the creativity through cross-pollination give us an example of what your agency has done in the last few months to be able to harness the power of partnerships yeah I think this is where technology itself has a fundamental role to play obviously for us we're 10,000 people and we're part of an organization as group M that is 40,000 people and we're part of WPP that is 110,000 people we have to be able to harness through technology the skill sets, the talent, the passion of all of those individuals but we have to do it in a meaningful way and it's really difficult in an organization of that scale to actually do it in a tangible way I think it comes down to the way in which we operate through our relationships and that sort of thing but also our values and for us values are so critical to how we operate and we went through an exercise about 18 months ago during the heart of COVID when people were feeling particularly challenged and we said our values that we had stood for for over a decade might need to be refreshed and so we worked not to identify what I believed in or our leadership team believed in but our people believed in because that is what enables us to mobilize and galvanize an organization of 10,000 people and so we tasked a number of individuals from all of our markets around the world to put forward what they thought our organizational values should be moving forward and where we netted out was around three things energy, empathy and impact and those are the three things that we live by day in and day out energy is the drive to keep us going it's the passion to put forward ideas impact is about not just being creative or being innovative in what we do but having meaningful business results for our clients and for consumers that we are serving and empathy was something at the time the world needed more of and still does we're all moving far too fast to be able to operate in the way in which we did we need to and then we need to another side to go and actually with our will be doing some of the same stuff and while lift our head up and ask how the person next to us is doing and those three values underscore everything we do and in moments like this when you have to source ideas from around the world and you can be live in 72 hours it speaks to those values being lived and breathed every single day network. What is the advice to people in the room? People from the advertising backgrounds, from media planning backgrounds, people who own brands, are building businesses, start-up founders. Is there a piece of advice for them from you? I think for for me it's certainly always always stay hungry and keep learning. We find that actually the answer is usually out there and if you listen more than you speak you'll be able to find it. And the Dove example that we just looked at is a really good example. We asked people what they thought we should do to address this issue of toxicity when it comes to social media and how young girls are being influenced. And that answer came through in hundreds of ways from our own network. So I would say listen listen to your consumers and in a world where they are in ultimate control because of platform enablement and what I was talking about at the very beginning. I think that is the biggest way that we can thrive and succeed in the future. Thank you so much Adam. Please give Adam Jarad a big round of applause. If there are any questions from the audience we can in short one not be very short one. Yes can you get the mic to him? He talked about Doves who I know you may have got excited again but thoroughly excited. I've worked with Leavers on the launch so it's a baby brand now look how big it's become. I picked up on one point that you mentioned that you have been working the recent trip you've worked on met with the consumers customers brands startups as well and the common thing you found is that they're looking for results and the key subject on this one is good growth. My question as an agency with this shift towards results for growth young hungry startup founders look for growth from a giant that is mind-share would you be looking at fees that are result oriented for the customer the potential customer would you be looking at that because that is a big thing the cost of customer acquisition the cost of growth how would you look at that in the future as you go about partnering with startups like us and many in the room. Yeah a hundred percent you know the the irony of our industry was it was it was predicated and founded on hours and the number of bodies that you scoped and paid those days are gone agencies were never incentivized as a direct result of that to be more efficient to be more productive I think that era has gone we need we need to find ways where we are incentivized based on the performance and the business results of our clients and we have many clients that we are moving towards where we have shared incentives we even have some clients in parts of the world where it's a hundred percent outcomes based that however does require true partnership at a level that most clients aren't prepared for and that's the single biggest challenge when you're going to do that you have to lock arms. Thank you Adam I don't think we'll take any more questions please give Adam Gerard a big round of applause and Srinni is also here Srinni is also clapping and also Mr. Aman Gupta the founder of what Amal built a company which is very large started in due to D2C but is now Omni Channel and Aman makes appearances at events like this after he gets paid two three million dollars thank you for giving us a discount in being there so please give Adam a big round of applause I think he answered the question very honestly the fees are clients only pay fees when they get value nobody pays money to anyone if they don't get value so if clients continue to pay one the businesses are growing second there is a correlation between the services and the growth of the business so really and luckily Mindshare has done very well Maruti is a big account from the biggest account and as Amin said to me that it's not just about the size it's the prestige with the Maruti account you know the legacy it's in the largest auto maker so Mindshare is done well Group M is done well and I'm sure they will continue to do well I hope next time you're here in India you speak at our conference there's a thing between the both the screen but for that for apologies and we'll get on with the exchange for media influencer of the in the D2C Tycoon of the year. Dr. Bhattra can I request you to help us solicitate the gentleman for being so kind and joining us today here ladies and gentlemen Mr. Adam Jarat. Now I would like to invite Nazia Alvi Rahman editor exchange for media to be the host for our next segment E4M influencer of the year award I'll request all of you to kindly welcome the lady on the stage with a round of applause. Adam I'm so sorry for what for the glitch I I don't even know how to apologize to you for that so you know we've had a not so good start of the session but I hope from here we'll pick it up this is the pinnacle moment of our day where we've been you know waiting for and you know this is perhaps the first time that we decided to announce the reveal the influencer of the year in advance. Navalin Anurag had their own reasons but my reason was sheer convenience because I knew the minute the word will be out I'll not have to think about audiences I'll not have to send invites this hall will be jam-packed without effortlessly and that's what you see you know we had to call for more chairs and that's the pull Prasanth Kumar has in this industry and we I'm so thrilled so honored that you know we have Prasanth as influencer of the year so because we wanted Adam to speak at Conkli we have put this event very very short very tight notice you know within two and a half three weeks in last two weeks I've reached out to many people to speak about Prasanth and I I don't know how you will react to some but I was so overwhelmed when I saw all those unedited long videos that came to me and if I had not edited them we would have to look for a theater to release it it would have gone into three hours would have been a full feature film and that's that's the kind of and people had so much to say about you and my apologies to all of them who spoke and now you will see that I've mercilessly chopped it but you know I had no choice I have tried to retain the sentiment and I'm sure PK with his high IQ and EQ will get it in few words also that so I should not do much talking now and we should run the AV Prasanth Kumar or PK as he's fondly known the CEO of Group M South Asia with the exchange for media influencer of the year award 2022 ever since PK took over the reins Group M has gone from strength to strength winning accounts awards and accolades he has also ruled out new initiatives at Group M like fine cast and geo granularity as a homage to this exemplary leader friends and colleagues have shared their views on PK and what sets him apart as an influencer here's what they have to say hello my son Prasanth you're one a very great award the country that is a E4M company as the Institute of Award for those who influence the personnel of the company to do the work it's indeed a very great award and I think very few have achieved that award and I'm very glad that my son Prasanth Kumar has achieved this deal I'm very happy about it I'm delighted to hear that a good friend PK is being recognized as the influencer of the year by exchange for media congratulations PK if anyone deserves this recognition I believe it is PK a perfect gentleman a person who looks at clients interest a person who knows the entire world of media very intimately and makes a big difference to the interest of all the stakeholders PK congratulations and may God bless you thank you many congratulations PK a truly well-deserved water I have known PK for several years now and I must mention that one quality of his that draws people to him is his passion towards every task he undertakes we it is immense contribution towards Group M success in India or his efforts own in towards the industry at large by working for prestigious bodies like the advertising agency association of India and many I'm sure we are all aware about his professional achievements but you all know that PK enjoys playing a game or two of football so when I met him recently he had his leg in a cast due to the game itself PK I hope the leg is fine now if not the football skills but on a serious note despite all that he was still attending industry events such is his level of commitment with leaders such as PK at the helm Group M and the overall media and entertainment sector surely has a very bright future I'm extremely happy today for getting this prestigious award makes us all happy as a brand Kalyan Jewelers he has been working for this brand along with us for the past two decades and I have seen how passionate he is and the commitment which he has to the work which he does it's really amazing really heads off and more to come congratulations Prashant and God bless him I'm really delighted that my good friend and colleague Prashant Kumar of PK is being awarded the exchange for media influencer for the year he's a true organization man he cares equally for his people his clients his partners in he is a man he's a leader who kind of roads up his sleeves he can get into any kind of situation when needed and he can also steer clear at times he is Sachin Tendulkar of India media industry somebody who's grown extremely fast started playing the big league very early really wish him all the very best because I'm sure his best is yet to come I've never seen him lose his cool in the last eight nine years that I've known him within the first two rings he will always pick up your call and I'm really amazed I really wonder does this man ever sleep so he's always on I would say always there for you amazing to see you get the second mission and having been a partner with you on the journey on media with PNG for the past few years I can tell you that this is very very well deserved recognition I'm very very happy for you thanks for everything that you've done to bring the team together and really step up media for us here at PNG India. Aadis congratulations PK for winning this prestigious award I feel always honored to work with you and you have created a huge legacy in the industry your genuineness your can-do attitude and your humility always impresses me I wish to work with you for much longer than this and all the very best enjoy the moment you're a huge inspiration to a number of us and you probably know that I think what I find absolutely amazing is your ability to focus and give so much attention to around 20 different things all at once I don't know how you do it it's fantastic I've worked with PK for what about 14 years no one and I mean just no one can work as hard as PK he doesn't give up he competes till the last ball one of the things I admire the most about PK is his sheer doggedness and persistence he just will not give out the heart of gold I mean it's rare to see leaders who can have both and PK is definitely one of them I have seen him personally get involved in medical cases he doesn't just check in for a perfunctory update you know why so and so doing if a colleague is in a hospital or something he wants the detail so I make sure I've read up the medical report because if I say there was an angioplasty he will want to know which artery he will want to know what medication that person has been prescribed and PK will then go out of his way to make sure that the best possible care the whatever is possible and beyond the operative work with PK being and beyond can be done for anything whether it comes to a business challenge whether it comes to doing things for people every discussion every meeting with him is like a master class in itself simply outstanding how he can see things the way nobody else can it is so apparent that PK cares for all of us in the organization and his own unique way shows that to us in so many ways we were going into a pitch and PK was with us while everybody was stressing about the content they had or whether they were well-prepared or whether the deck looked really good he only had one thing to say to us be humble and be true to the client's objectives and priorities one thing I always appreciate with PK is how he think five steps ahead because a remarkable individual and one of the few people that I've ever known who can create a vision translate that into a mission and lead a successful execution and that too from the trenches I have found a close friend in him and both of us value this relationship beyond the workers that we put together and what comes to mind about his commitment is he managed a commitment of up to be in his own town and I think this commitment runs across whether it is to our clients whether it is to our colleagues whether it has to his friends and family he values relationships so much that he's always ready to go to extra might which is why he has a special place in everyone's heart growing up Prashant was an incredibly naughty child so now we know that naughty children can also become extremely successful people in life I think his success mantra if I had to kind of put it in my own experiences he's one of those rare breeds was kind of got sqeq and IQ in equal measures and that sets him apart so very happy to learn that my little brother is being honored as the influencer of the year in our family Prashant is the product of family with all his accomplishments he's no longer that little brother Prashant is a bundle of fun he really cares in a world of copies I would say he's an origin having a brother like you is better than a thousand new friends you are an affordable person you are a cook at it nothing can stop you are the lock star in the family we are so proud of you and your achievements I'm pretty sure you will let you more and more sky's the limit for you because always a people first person whether it be in the professional space or in the personal space with friends and family great going and wishing you many many people to come PK can we have you on stage and can we all give him a standing ovation please I'll also like to invite Mr. Dr. Anurag Bhattra chairman editor in chief business world in exchange for media Mr. Nava Lahooja co-founder exchange for media Mr. CVL Srinivas country head WPP Mr. Aman Gupta founder board and Mr. Adam Garrett global CEO mind share please join us on stage. Srinivas sir can you please read the citation for us. Oh this is a real honor to get to the PK citation. Okay Prashant Kumar Group MCO South Asia leadership is all about translating a vision into reality and Prashant Kumar or PK as he's fondly known embodies this idea in its truest sense today with great pride and joy we confer the exchange for media influencer of the award 2022 upon Prashant Kumar Group MCO South Asia. Despite being one of the tallest leaders in the industry with over 25 years of experience across domains Kumar is known for his humility his willingness to take risks is a true inspiration for many of us in the industry. Group M has excelled on many counts in PK's taking over as a CEO of South Asia in 2019 with him at the helm the agency has won several major business accounts awards and accolades including the network of the year title at the E4M media ace awards under his guidance group M for the second year running led the industry into new business wins and retentions as per convergence global new business barometer Fi 2022 report leading from the front Kumar has also rolled out new initiatives at group M like fine cast and geo granularity to name a few before group M PK was the CEO of mind share for South Asia and even in that role his contributions were outstanding he oversaw mind shares rapid expansion leading the agency to the top while winning numerous global awards PK ensured mind share India set a record for the maximum number of new business wins in a single market and created a tradition of bagging external accolades including a glass lion at can and a grand prix at walk one of the most respected names in the media domain PK dawns several hats he's currently the president of the advertising agencies association of India it has been an absolute honor for exchange for media and we hope to get many more opportunities to raise a toast to PK and his extraordinary achievements we've had this tradition that you know a previous year winner would always give the trove citation read the citation and give it to the current winner so CVL has been our winner in 2017 for influencer of the year I request the man of the PK to come and say a few words and novel have put me on me a complete surprise with my dad coming in the first few days yeah it's quite I had actually I knew that I'll have to talk to all of you and thank you and a lot of gratitude for that but right now it's a bundle of emotions to get my family my friends my colleagues everybody together the only person who was not there was my dog but yeah I'm actually very very truly overwhelmed by the kind words and the heartfelt recognition that you have bestowed upon me this evening right what I just witnessed can be made of you know as I said earlier bundle of emotions flowing and made me realize how much fortunate I am right you know knowing each other is not an easy task even if you spend 50 years you may not know right but I think I am very very fortunate to have fantastic friends and colleagues you know knowing each other has been a journey and I have equally and more enjoyed this so far and I'm sure I'm gonna do that more especially when heart is full words a few but first and foremost I would like to extend my sincere thanks to our novel nazi and the esteemed jury behind the forum influencer of the year award for this incredible honor I'm humbled to stand among such distinguished colleagues and visionary leaders who have revolutionized industry and inspired and parallel growth I also want to take this moment to congratulate the past recipients of this precious award whose contributions have paid the way for professors like me she knew with a second and that's been an inspiration as well reflecting on the past has subconsciously motivated me while the present continues to inspire me reinvent and rediscover I really anticipate the countless energetic opportunities and challenges that lie ahead in the future this platform on which I stand sharing my thoughts with all of you is a true asset that I learned and so testament to the invaluable knowledge and wisdom that each one of you has graciously imparted to me amongst many things there are three aspects that hold a special place in my heart and that too was only through my learning with interact with many of our friends and colleagues first being a leader means embracing responsibility and accountability actively participating in shaping the ecosystem our collective achievements are a result of the harmonious interplay of every element within our ecosystem second while we all play significant roles within our respective organizations being an observer and a contributed demands giving our best to propel the industry forward in the right direction it is imperative that we embody and reflect the values we have learned practicing selflessness and dedication so that together we can elevate the industry to new heights of growth and finally understanding that we are not alone but rather part of a relay where we receive the bait and then pass it to others the people our colleagues the wider industry are the gems we run alongside making the journey a truly wonderful experience I firmly believe that vision determination and a willingness to take the risk are indispensable qualities for any leader throughout my journey I've run endlessly striven to embody these qualities knowing deep within that there is always more ground to cover I am eager to celebrate even more achievements and milestones that we collectively we built in the coming days today I would like to express my heartfelt gratitude to numerous individuals who have played a pivotal role in my journey while it would take an eternity to thank each and every one of you I'm mindful of the time so please bear with me to every client who has interested me with their projects business and allowed me to collaborate closely with them I extend my sincere thanks your support and the opportunities provide to me have been invaluable and my drive to excel remains unwavering to my partners when I'm incomplete without you our collaborations our results I've been countless learning experiences and unfortunate unforgettable moments the win-win proposition that I've discovered through our partnerships is a precious learning and I'm grateful to each of you I also extend my gratitude to the various industry bodies I've had the privilege to work with as well as my colleagues within our industry we've constantly offered their guidance and support always timing for the best I've cherished our collaboration and the way we have collectively contributed shaping the industry as I look back on my journey I'm over well with gratitude my bosses mentors colleagues and friends who have guided and supported me along the way your wisdom belief in their abilities and unwavering support have been instrumental in my personal and professional growth tonight I'm fortunate to have some of them here Srinni I must mention you specifically at this moment somebody who took me to the organization almost 20 years back of course the number of beers the number of you know drinks have always been an inspiration in getting the best out of me but your constant push for excellence has brought me brought out the best in me many times and I'm truly grateful for your presence in my life to all my bosses including Mark, Ashu, Vikram, Sam, Lakshmi, Divya, Srinivas, Lloyd and Partha each one of them have been like a coach at different phases of my life and each of them has played a critical role in shaping me into the person I am today to my colleagues at Groupon and my leadership team that made me walk taller every moment of course that's not the reason for the broken leg I extend my deepest thanks for your unwavering commitment and exceptional support throughout this journey together we are not only one prestigious business accounts and industry awards but more importantly we have built lasting relationships and made a meaningful impact in our industry it is your hard work creativity and collaboration that are propelled us to new heights and it enabled us to achieve remarkable success I would be remiss if I didn't express my heartfelt gratitude to my family Seema my wife we have celebrated our careers in a marriage for almost the same number of years we have been my strongest pillar and I thank you for being my side every moment to my children Nakul and Dave thank you for being an integral part of my life although I must explain to my second one what this award means he thinks the YouTube influence is an award but I have to tell him of course you know Sophie my dog as I mentioned I should not miss it I had friends messaging me and I they said I hope you don't forget Sophie right and to my father who my affectionately called Papu's thank you for everything that you've done my life especially to those constant well wishes for any important meeting that I go to my brothers and their families who have always been a source of inspiration and I'm grateful to the entire support throughout from my birth my eldest brother I call him upward it is constant push to dream and be a better professional which has always made me to be at it finally to my closest friend my childhood friend some of them you saw him here your constant encouragement and grounding me you know grounding presence every time right so every six months we catch up when it's very easy in an industry like this to fly off this is ground me back again thank you each and every one of you this award is not just a testament to my individual efforts but also celebration of the collective achievements of the teams that have been fortunate to be a part of it serves as a reminder of the incredible potential within our industry and the power of collaboration innovation it has continued to push boundaries shape the future and create a lasting impact together once again thank you for this incredible honor I'm deeply humbled and grateful thank you so much we now have that gala end to our event today we have the celebrity shark and co-founder of boat and CMO Mr. Aman Gupta with us he will do a quick fireside chat with the Mr. Anurag Batra now PK congratulations the only thing I missed was you're not thanking Roger Federer who pick I'm on his Facebook he post very rarely but he posted the day Roger Federer hung his boots so I know how passionate he's about tennis especially Roger Federer now coming to Mr. Aman Gupta please give Mr. Aman Gupta a big round of applause he's a poster boy for startups he's a poster boy for investing he's a poster boy for the D2C ecosystem yesterday at the exchange for media D2C awards he was a winner of the D2C Tycoon of the Earth we're celebrating and giving the award today to him which is supposed to happen yesterday but Aman is here and now so I'm on very brief conversation first of all Aman the amount of speaking engagements the request you get you're on Shark Tank you're investing in companies so glad to be here first and congrats again for the award time so I sleep a lot and I love sleeping I don't put alarms before waking up I wake up whenever you know Hindi correct no so you know it's a very different journey it's not that I don't like it I love it also but I have to manage it I don't like you can't say no to media right you you you love them or hate them you cannot ignore them thank you Aman definitely you are in demand and for the right reasons when you built a company in a sustainable manner you're profitable you're growing the return on capital employed in your cases possibly higher than a lot of companies that are very successful so Aman what makes both the unique company it is in terms of the numbers it does the scale up it has been able to do in four years what is the unique DNA I think when we started we did not have the luxury of investments none of these investors invested in us because you know there was a telecom mobile manufacturer hangover which was happening in the country so they all ignored us and they thought that you know we will also die soon so unfortunately we were not you know we had to struggle our way we had to use very jugadu ways of saving money I worked out of a cafe social I I did not have you know big teams I used to work with very junior guys and when I was working in Harman I had like six six people who were reporting into me and then they had their layers and and I when I joined when I started bought I could not afford any one of them in that I could not even afford a media agency marketing agency and there was a performance marketing performance marketing or AMS Amazon ad but chaldeh chaldeh at that time pay to me my boy agency never like Pachaza Rupees like in a my home and my wife never like he could do any secret that we had and I went to YouTube and I learned how performance marketing and Amazon ads work and I did not even have that much money in fact so when you don't have money you know you have you have to innovate you have to do jugadu you have to do the things yourself and you have to learn it right Mira sample when I used to go to show someone first when I was in JBL I didn't even go but when the company started then my product is that you see the heart is full of money he comes in that he sells sari he sells sari he does it like this see he is doing good he is doing good so I would take a speaker like this and keep it and see how good it is I would go and sample it myself there was like those were the times and I and I still miss and I love those times so for both you know it's you know I am a charter accountant so ROI is in my blood and my co-founder is a Gujarati so you know that lethal combination is there is what I feel where we look at ROI in everything right and if you look at what is happening in the startup world today finally people are realizing that profitability is important right gone are those glorious days of burning money and I'm very happy that the ecosystem is changing and people finally are looking at profitability as a as an important metric which was which was getting lost in transit earlier I'm not saying losses are I might also make loss maybe this year maybe next year but the DNA has to be profitability so I think that is that is changing because you're launching new categories and the scale at which you're operating how many you told me that story about going to Khan market and buying your own products you remember you told me that story right tell our audience why you did that and how did it give you confidence it's a mercury audio video you know you know board you know salesman attitude style you know you know you know you know the god I went again, I said keep it, there is a lot going on in the market, there is a lot of demand, you are not keeping it, it is your loss. So he kept our goods. And once the goods come in the Khan market, then the South XGK, this market, they also think, so I told them, keep it in the Khan market. Then when they kept it, we spread in the market. So that was the story. There is a very upmarket retail location and he is basically saying that they won't keep his products. So he made his wife and mother go out on different days and asked for his product. And that's how he convinced the retailer to keep his product and then it kind of became. He heard the story three times, sir. Even in Hindi and English. Now let me ask you, you are the co-founder of the business, but you love being the CMO. We've talked about it. Give a sense to this community. Why you are so passionate about building your brand yourself, that DNA, and the special sauce you bring to marketing both products. Sir, one day when I was starting, someone told me that I was keeping a celebrity. He said that if you keep a celebrity, then you have to spend 6 to 8 times the amount of money. You know, put it in the media. And we kept 50 lakhs of celebrity and we didn't put any money in the media. Correct. At that time, Facebook and Instagram were doing very well. My engagement was very good. So we bought a post from it. We said that you will put 10 posts on us. I think that itself was a media for us. And we used to use his picture on Amazon, Flipkart, Packaging, everywhere. We used as much as we could. And then people were looking at the pages and buying our products. So we used it rather than putting media. So I think marketing keeps changing in my opinion. Like every few years, I feel that marketers will not call me again. So I think marketers keep changing and evolving.  So I personally feel in my company also the average of marketing is 23. I think the people who grow up as big marketers, if you don't listen to the younger guys, they also become redundant. And they start giving these old world ways of doing marketing, which may or may not be relevant in today's world. So I may be wrong here, but I personally don't. I still feel I'm not the marketing head. My 22 to 25 year olds are actually my marketing heads and I report into them. In fact, I challenge, and when they come up with these ideas, I am the first one to be a critic because I don't know what they're doing. But when they do what they're doing, it's just the new audiences relate more to them. So like when Instagram was not happening and Facebook was hot, these guys said, Insta karo. So I said Insta on karega. I'm the same in Facebook, but then Insta happened. And now probably Snapchat is bigger than Insta for some of the audiences. So they move faster than people like us. That generation is very different. So I feel that I can hire a good CEO, which we hired. I can hire a CEO, which also we've hired. But I think marketing may, I haven't found anybody who can take this role. So I feel, it's a very important thing for our brand that we don't lose the pulse of the brand. And that's why I want to be the marketing head till the time I don't find that guy. Good. My last question before the D2C tycoon. D2C yesterday at the awards while a lot of new companies, new founders, almost 80 founders got awarded a lot of mainstream companies. Hershey's for example, I'm giving chocolate as a category. A lot of existing large companies have jumped on the D2C bandwagon. While D2C companies are going omni channel, they're going through physical retail. So is D2C here to stay? Obviously, D2C does not have any industry. Now it's becoming omni channel and I think it's getting converged. The old school companies are coming to D2C and they are increasing the CACs. It's so difficult to buy a keyword and the new age companies are going offline. I think it is getting converged.  I don't do shampoo. I told you before. Why do you talk about shampoo? Sorry. I forget.  And you know, the CACs are going up and all that. So I think the lines are blurring. Thank you. Give a big round of applause to Aman Gupta for founding board and growing board is our D2C tycoon of the year. He was supposed to get this yesterday, but he's just come back from France. He's gone with the prime minister to France and he's just come back from that and then he was in Chennai. So I am scared of this word tycoon. Can we have Mr. Naval Ahuja and Mr. CVL Srinivasan. Adam, can you also join us on stage for two minutes and give this award to Aman. The E4M D2C tycoon of the year award goes to Aman Gupta co-founder and CMO Boat Lifestyle. Aman Gupta is the co-founder and CMO of Boat Lifestyle. He holds a postgraduate. Naval sir, if I can request you for the closing remarks. Yesterday, the D2C conference and awards were in the bigger hall and there was a bar at the back. So people had the opportunity of standing at the back and drinking while listening to paying attention to what was going on on stage. I will not take long congratulations Aman and many congratulations to Prashant Kumar. When you look at PK and the award he's won, enough and more has been said. I don't think I have the capability to add anything more to all that has been said. But I'll carry on from Anurag's tennis analogy and I'm sure most of us grew up watching tennis. There was an era where really, really top competitive guys who were really go-getters on stage would win one grand slam, two, three, four. But somewhere it would fizzle out and then came Pete Sampras, who was humble, who was down to earth. But he created, he broke and created so many records and he came to be associated with this term called nice guys can win. And win big, win long and we all know what Pete Sampras accomplished. So in many ways, when I hear all of those things said about PK, it reminds me of that analogy with Pete Sampras, that nice guys. You don't have to be cutthroat, you don't have to be ultra competitive only. You don't have to kind of stand or bypass somebody else stand on somebody else's shoulder to win in business or in life. And PK I think is a fantastic example of that. So well deserving award PK, congratulations again. Thank you to all the speakers who've been here today.  We made sure that it not play. So it's a setup. Apologies again for what happened. The bar is open. Kindly join us and enjoy and celebrate PK's win. Thank you. Thank you so much, ladies and gentlemen to all the partners, everybody involved from Exchange for Media and of course all the audiences here. We conclude Exchange for Media Conclave 2023. We'll see you hopefully in the next one.


a fiery horse with the speed of light, a cloud of dust and a hearty hail silver, the lone ranger. With his faithful Indian companion, Tato, the masked rider of the planes led the fight for law and order in the early western United States. The stories of his strength and courage, his daring and resourcefulness have come down to us through the generations. Nowhere in the pages of history can one find a greater champion of justice. Return with us now to those thrilling days of yesteryear. From out of the past come the thundering hoofbeats of the great horse Silver, the lone ranger rides again. Come on, Silver! Faster, boy, faster! I want Silver! The big hope claim finally proved to hold the richest gold deposit in the west. Jim Halsey, after years of discouraging effort, found himself in a position to repay the friends who had trusted him and give employment to everyone in Red Rock. It was a small but happy town, and the story of the big hope spread far. Then came disaster in the form of the Jake Larson gang. Jake Larson gang!  Duck for cover! Don't stop us! There's a lawman with a badge! Get him! You three take over the cafe. Let him know we're running the town. Right. Come on, Red. You three see that there ain't no resistance to the general store. They need supplies. They have viewing left to go to the mayor. Let him know Jake Larson is here to run the town. I'll see the sheriff. You two come with me. The rest of you watch the street. Get up there! Jake, there's a critter coming. Looks like it means trouble. Yeah. I'll fix it. Oh, there. I'm seeing the sheriff. We'll watch, Jake. What's all this gunplay mean? See here, you. Who are you in those wild globes? I don't care how good you feel. You can't come shoot me.   See here, you.  Get in there, sheriff. I got to talk to you. White thunderous. You listen. My name's Jake Larson. Jake Larson? You heard of me in my army, huh? Well, we're here to help you, sheriff. Help you our way. Help us? What do you mean? We heard stories about savage Indians around here. Redskins had aimed to raid the town of Red Rock, so we aimed to help you fight them. Savvy? No, don't know as I do. I heard that you're gang... Never mind what you heard about my gang. We're taking this town over. You can stay here as a sheriff and follow my orders or I'll put a man in your place. Your orders? I get it all worked out. I'll see Jim Halsey and take over the mine. The people that work there can keep their jobs at half the pay. Take over the mine? Listen to me. We'll run the store, but the owner can stay on and work there. I'll put my own men in the express office and the telegraph office. The postmaster can stay if he lets me see all the mail that comes or goes. You can't get away with that. No.   I won't take orders from you. Neither will any other self-respecting man in this town. You think Larson will have trouble with the sheriff? None that he can't handle. Larson's got a quick way of doing business. That seemed to come from the sheriff's office. Yeah, it did. There's Larson at the door. Hey, Link. Yeah? Come in here. There's a new sheriff. Oh, Jim, I can't believe it. That's true, I tell you, Mary. Jake Larson has taken over the whole of Red Rock. The sheriff's shot and the Larson man's in his place. The mayor's buckled under and has taken orders. Hank's been thrown out of the post office and warned that his wife will be shot if he makes trouble. But what about the law? Jake Larson's a law around here now. Jim Halsey, do you mean to say that in a free country like this such things can happen? No word of what's happened gets out. Larson's had his plans all made. He's checking all the mail. He's got men on guard at all the trails out of town. He's put his own men in the telegraph office. Then what are we to do? We won't have to submit to such things, will we? Larson has a lot of men. I don't know what expected this. Come on in, men. Search this house. See here, what's the idea? Just a precaution, Halsey. My name's Richie. We're here to take whatever guns and rifles you have. Also your ammunition. I'm Hank. Don't bluster. Others tried it. They're being buried. Please don't ruin my house. You've got to search carefully. You can't take chances on a sniper's shot. Jake Larson doesn't want to get a slug in the back. Anything under this floor? No. No cellar? No, we got no cellar. Rip up a few boards and make sure. Now you need to wreck the place. I told you. Quiet, Halsey. We're counting on a lot of help from you. That is, if you want to stay on and run your mind. So Jake Larson's gang can take all the gold? If you don't run it, someone else will. Our floor. Oh, Jim, look. Rich, you've got three to pull cats out of you. Anything under there, boys? Good. If you don't let anyone get away with lies, Halsey. Remember that. Come on in, boss. We've got all the firearms. One response. Well, this is about the nicest house we've seen. You'd like to keep it, wouldn't you, Halsey? You, Jake Larson. That's the name. Now on, I'm running the town. Anyone that tries to shoot one of my men gets shot. If he kills one of my men, his whole family gets shot along with him. That clear? How long do you think he can get away with this? Long enough. Don't try to leave town. Don't try to send for help. There'll be rules and laws posted before nightfall. Those that disobey won't see sun up. That's all. Night fell on a stunned community. Those who ventured from their homes were accosted by a hard-faced guard and ordered back inside. The workers in the mine had nothing but a life of slavery to look forward to. There were feeble attempts at resistance, but these were quickly subdued by gunfire. Jim Halsey sat with his head bowed, hurt and angry at the sudden turn of events. But, Jim, there must be something that can be done. Men can't come in like those wolves and put a whole town into slavery. I'm trying to think of something. Is there a way that word of what's happened can be got out of here? One of the boys tried to leave town. He was shot. Dan Blake's been horse-whipped till he can hardly stand for trying to send a message by the telegraph. They've thought of everything. The boys at work of mine have been warned as to what'll happen if they stop working. They'll starve, and so will their families starve. Larson's gang has hold of the general store. And all of the weapons? Starting tomorrow, everyone's supposed to turn in a report on the number of cows and chickens and things he owns. I suppose next they'll start taking them. They get away with it. The gold has to be gotten out of here before they can use it. Larson will have that figured out. He's got everything figured out. I'll see who it is. I reckon I already know. Ordinary people don't hammer on a door like that. Halsey. Oh, it's you again, Ritchie. Where is he? Where's who? Come on in, men, search the house. I warn you, Halsey, if we find the fugitive hiding here shielded by you, it'll mean a plenty of trouble. There's no one hiding here. Take that one. There was a stranger in the cafe. He refused to hand over his guns. He knocked three of our men down and got away. He seemed headed for this house. If he's here, you'd better say so. I didn't see anyone had... Nor I. Go ahead and search if you want. But get it finished and leave us alone. Maybe I'd better shut that door the night airs. Leave it open, Jim. The house will need airing out after these critters leave. Here he is. Boys outside got him.  He's got the strength of a dozen. Not so fast. Get him a silver. Call him. Get his guns. Where'd he come from? Not this time. Well, find him, do you hear? It's a thousand dollars' cash for the man that brings him to me dead or alive. Jake, there's something about him. I don't know if he was the same one that was in the cafe. It was dark. But I'm downright certain that when we fought him outside the Halsey house, he wore a mask. He rode a white horse. The white horse was named Silver. He gets clean away. We can look for trouble. Why, that man's a lone ranger. A lone ranger, Mary, fully gets clear away. But he can't, Jim. Larson has things too well organized around here. But if he does get away, there'd be hope for us. Maybe. There sure won't be no hope if he don't get away. Who's over here? The trail ahead is blocked. All right, come on, Silver. You'll see if that tree just fell across the trail. More likely it was dropped there by Larson's men. That'll do. Stand right there. Whoa, boy. Whoa. You covered stranger? Make a fast move and I'll let you have it. You must be one of Larson's men. But if I am, you know better to take a chance on me. The lucky thing, there are so few trails from Red Rock. Isn't it? Keep your left hand high. Think of your gun belt with your right and let it fall. I've had a lot of arguments tonight. Every one of them started when men tried to take my guns away. Yeah? Well, this is one argument you won't win. Is that a mask on your face? Come close enough to find out. I ask a question. Speak up or I will come close enough to find out. You'll be a dead duck at the time. That's it, Tutto. Good work, Tutto. I began to wonder if you'd been chased out of your perch in the tree. We have to move from one tree to another. Keep high in branches. Where's Dan? Him back in camp. Beyond these outposts of Jake Larson? Now get there as fast as we can. Take this fellow along with us. Let me put him in ropes. Get your horse. I'll attend to roping him.  Scout, hidden a long way up on hillside. Then get him. I'll beat you in camp. An hour later, the mask man, Dan and Tutto, were grouped around a small fire hidden deep in the woods. The long ranger told about the situation in town. Well, Jake Larson did all that we expected. More. Then you were right when you thought there'd be trouble in Red Rock. Yes, Dan. I didn't think there'd be so much trouble. That man had everything worked out to the smallest extent. He's put every man, woman, and child in town in bondage. He has an army with him. Isn't there conscious now? Oh, he is, huh?  Well, these ropes are too tight. They cut my wrists. Not nearly as much as a hangman's rope will cut into your neck. There's a good thing you learned about them posting guards on all the trails leading from town. I'd known that before I went there, Dan. Well, it might have gotten the first shot. I doubt that. The point is this. I don't know how a troop of cavalry can help. Then you're not going to let me go for the troopers? I don't know, Dan. Nothing less will have a chance of combating the Larson gang. Oh, but don't you... On the other hand, as soon as those men learn that troopers are coming to town, they'll make a shield of human beings. Troopers will have to shoot through the citizens to get the crooks. Only two, three trails to town. Yes, yes, I know a tunnel. We've got one trail without guards. One horse coming to town over that trail would be heard. What chance would the troopers have? Huh, may not know. They're all alone. Or can we? No, Dan. We can't. We might try. No. I'm going to use other means. Dan, I'm going to write out some orders for you. Read them very carefully. Sure, how well? Everything may depend upon how well you study your instructions. The curtain falls on the first act of our Lone Ranger story. Before the next exciting scenes, please permit us to pause for just a few moments to continue our story. Ten minutes have elapsed since the last scene. The Lone Ranger has prepared a message for Dan Reid and a second message for Dan to deliver. The first tells Dan to hurry to an army post. The second informs the commandant of the situation in Red Rock. There you are, Dan. Take this with you. Yes, sir. I've got Victor all saddled and ready to travel. Travel east. You can study the message while you ride. All right. My luck to you, fella. Thanks. Come on, Victor. And plenty good rider now. He is. He has a long trip ahead of him. I don't want him to face the dangers in Red Rock. Dangers? Yes. There are plans underway. I talked to some of the men before I left town. If you think that kid can bring the troopers... I'm not asking you, Brelt.  That's what I want to avoid. And I look here, mister. You let me go and I'll forget all about how you captured me. I don't care whether you forget about it or not. Well, sending that kid for troopers... Doesn't it occur to you that I want to avoid bloodshed? Are you going to have Dan bring troopers? It would result in the death of a lot of people? There are other plans. After they're completed, you'll understand. The law will tell you what happened after you're in custody. Then you just sent the kid away so as he wouldn't be facing gunfire. What do you think? Come on, Toto. We've got to leave here. Wait. You can't leave me tired here. Why not? I'll starve. Before someone comes to get you. I don't think there's anything that will bother you. Leave all of the horses here.  Ready, Kimosabi? Come on, Silver! Rintanto rode slowly through the night. The lone ranger, knowing the perils of his plan, put on a disguise beneath his mask and put a secret gun and a shoulder host to beneath his vest. Meanwhile, Larson's guard broke struggle against the ropes. As the fire died to small ring embers, he squirmed his way nearer and held these ropes against a hot coal. Then he was free. He rubbed his wrist, then stood, and the cunning light came into his eyes. Larson will pay me handsome for what I can tell him. Ralph started toward Red Rock on foot. He was well past noon when he arrived at the Sheriff's office, which served Jake Larson as a headquarters. Ralph, what are you doing here? What's happened to you?  Never mind making comments on how I look. Larson and I had a hike from way beyond our post. A hike? Your foot can make almost as good time as on horseback. Horse can't cross some of the places a man can walk. I know all that. What about your post? Aren't you guarding it? No need. And you'll agree after you hear what I gotta tell? Last night, a mask man tried to get by me. The Lone Ranger. Did you get him? There's a thousand dollars for you if you did. He got me. He had a red skin helping him. The critter was hitting the tree and he jumped me. You fooled you. Why didn't you... Wait a minute. Jake, when you hear what I gotta say, you'll be dog-gone glad he did capture me. I've seen some of his plans. Plans for what? For getting you, getting all of us. Came back to town. What? You mean he's here in Red Rock? Well, I bet he is. He's got an uprising all set to go about sundown. Oh, he has, huh? Who's in it with him? Name him and we'll make examples of him. Wonder how many more will have to drill before the stubborn fool savvy that we're giving the orders? Well, I don't know all of his scheme, Jake, but I know one thing. His partner's a big red skin. Is he in town too? I see. If they're in town, we'll find them. This lone ranger probably won't be wearing the mask now. Or the same clothes. Oh, but we gotta keep... Me come, look where Barca town is. There he is. Grab him, Richie. Stay where you are! Now we got you. Take his weapons. You bet I will. I got plenty to settle with you. How you get free. Well, maybe you ain't so smart. You forgot that red-hot coals will burn a rope. Oh. Yeah. A knife, huh? The law for packing weapons is that you die. Me know. Well, maybe you got something to tell us. Where's your partner? Who you mean? You know, blame well who we mean. That critter that wore the mask. Where are you and that albry hiding out? Me not talk. Otto! It's a masked man. Get him! There you bet. That's a ticket. Now you're covered. Otto. Me want you to go away. Now come here. Now you prisoner too. It looks that way. Well, so you're the one that's made so much trouble. Rope me, huh? Knocked my men around like there was nine pins. Let's see you use those fists now. Or those shooting irons. Hey, where's your guns? There's a law against them in town, isn't there? Yeah. Take off that mask. Let's see what you look like.  Don't go close, Jake. You grab your guns. He's lightning. Well, what are your plans? For you, mister, we got plenty of them. This is a fine chance to drill you for keeps. Yeah, Jake, shoot him and be done with it. Now wait a minute. Maybe he's worth more to us alive at the present. He's got information we need. He wouldn't let a peep out of him to save his own life, but he'll talk plenty to save the lives of others. Get some of the men and bring in the first ten people you see. Townsmen. Bring him into the outside room. Line him up against the wall. We want you. What have I done?  The boss wants you. Come on, Mrs. Halsey. We're taking you to Jay Clarkson. But I've evade you. We don't have any weapons here.  We'll get your husband at the tunnel. Get along, Halsey. You too, both of you. Now see here, if you want this tunnel to be working... Get going. It's not any time to work the mine. Line up there against the wall. Now look here.   Right. Just give the word. Jim, Jim, they can't sure it's done like this. That's up to a critter to try to help you. Bring him out, bro. Am I not here to see what's waiting for you? Doesn't seem possible that anyone could be as ruthless as you are. No. We don't know that, man. Don't matter whether you know him or not. They're all going to face a firing squad if he don't talk. I know you're not bluffing, Jake. You bet I ain't. You ready, boys? What do you want me to tell? I already heard part of it. Tell the rest. Just what are the men in the mine scheming to do what Sun said? I can't tell you that. There's no scheme at all. We've all tried to follow you orders, Larson. We got no choice. What's a scheme? Speak up faster. I'll give the word to fire. Larson, tell those men to lower their guns and I'll talk. All right. Lower them, boys, but be ready. I'll talk. The men would sooner be out of work. They'd sooner be dead and see you get away with all their gold. Go on. Somewhere in that tunnel, there'll be blasts. There are charges of powder buried in there. I see. I don't know where. Probably not more than one or two of the men will know where it is. There'll be the ones to fire the blasts. So that's it. The blasts in the right place will seal the tunnel, cave it in. It'll take months to excavate and get back to the mother load. So that's it, huh? The ones that planted that blast will die. Look here, Larson. You found a way to beat any decent man. Wholesale murder. No man can defy you if by doing so he's responsible for the death of innocent people. You're diagnosed right. I got the way to beat you. I can see why Halsey and the others have bowed to your will. So now the little rangers doing the same, huh?  Well, then name the ones that set the blast. We'll make them show us where it is. I can't name them. I don't know them. Where is the blast? I don't know that. Well, then we'll find it. You'll have to question every man in the tunnel to find the one that set it. Yeah, and if we send a handful of men to the tunnel, it'll be overpowered. Shovels and pictures are as good as shooting irons in a place like that. Well, if you make all the men stay in the tunnel while you search, you'll be sure the blast won't be fired. That's it. Richie, you tell the boys to round up all the others and take them to the tunnel. We'll search every inch of the place till we find the place where the powder is buried. And if some critter fires a blast while we're in there, he'll kill all his friends as well as they're. Almost every man in Larson's outlaw army went into the tunnel. Some guarded the miners while others questioned them. Still others went over the walls and floors of the tunnel inch by inch. Searching for blasting powder fused and ready to fire. Here's one blast. That's a harmless one. One that's set in a regular routine. You can see for yourself that a blast there would do no damage. Yeah, he's right. Stay close to me. Uh-huh. You do it. I know. The search went on with many threats from Jake Larson. Outside the tunnel, the town was practically deserted. But two or three of Larson's men had been left outside. One of the ease came up on the run. Larson! Larson! Jake! What's the matter with you? Get out of here fast. It's troopers. What? Soldiers, cavalry. They're coming down into the town on the dead run. Hey, the troopers! Oh, tunnel. We need to watch. We're taking over. Give me that gun. Hey! Get back there. I asked the word back that the cavalry's in town. I noticed Larson that your men are trapped in this tunnel. You were careful to stay between the miners and the entrance. Now you're between the miners and the troopers.  Stay back. I'll fix you. You too, belt. You see, Dan brought the cavalry. Our job was to put you crooks where you couldn't use the townspeople for a shield.  We should have drilled you when we had the chance. You tried it, Jake. This gun would have been used. Put the shoulder holster. They're here. Take over, Captain. Watch out, Lou. We have three seconds to come out and then we pour lead into that tunnel. We're coming! Only 100 crooks all captured. Thanks to you, lad, and your fine rider. I was the lone ranger. But Larson himself will let his own men into a trap. You'll pay for this. I'll pay every time I got to the man that gets a lone ranger. Larson, the lone ranger will be riding long after you've hanged by the neck till dead. I'm sorry. Sorry you have just heard is a copyrighted feature of the Lone Ranger Incorporate.


The makers of Wrigley Spearman Chewing Gum invite you to enjoy life, Life with Luigi, a new comedy show created by Cy Howard, and starring that celebrated actor, Mr. J. Carol Nash with Alan Reed as Pasquale. You know, friends, Wrigley Spearman Chewing Gum is a typically-American product that appeals to people of all ages and nationalities in all parts of our country. And the Wrigley people feel that Life with Luigi is a typically-American radio program. A friendly, enjoyable show that sort of symbolizes the American spirit of tolerance and goodwill. So the makers of Wrigley Spearman Gum are glad to bring you Life with Luigi each week and have you join them in this pleasant, half-hours transcribed entertainment. And now let's read Luigi's letters. He writes about his adventures in America to his mama basco in Italy. Dear mamma mia, you're not gonna believe this, but I'm in America only a year and a half, and already I'm rich. That's right, I'm gonna get $100. Mamma mia, I bet you're wondering how I'm gonna get the $100 so fast. Well, that's because I'm gonna learn how to run my antique shop like a real big American business. This week I'm running a different sale every day. Monday was a penny sale. Then a Tuesday was an inventory sale. Wednesday was a middle of month sale. Thursday was a clearance sale. And on Friday, my first customer is a walk-in. He's an old by nothing, but on a Saturday, Chamber of Commerce is giving me a $100 prize for being the most enterprising businessman on the North Hollywood Street. So you see, mamma mia, I'm learning the good. And I'm gonna get a big deal on it now. Yesterday, I'm receiving a letter from a big antique wholesaler, Mr. Morgan, in Buffalo, New York. He's gonna say he's like a letter, I'm gonna write to him. And maybe he's gonna ship me lots of new stuff and a con assignment. A con assignment to mamma mia means I'm gonna pay cash to Mr. Morgan.   But it's a bigger chance for me. And I'm so excited. I'm a hardly kind of waiter to tell my night school class. Oh, it's wonderful to be big American, a big business man. America, I love you. You're like a papa to me, from ocean to ocean. That's all I chose. All right, class, let's come to order, please. Please, I'll call the roll. Mr. Baskov. Present. Mr. Harwood. Present. Mr. Olsen. Present. Mr. Schultz. Oh, such an obvious question. Oh, thank you, fellow publics. No smile, everybody, and you too, Miss Spaulding. After all, if I wasn't here, what would I say? Absent? Mr. Schultz. Present. Thank you. Now, class, today in our grammar lesson, we're going to study some adjectives. And who will tell us what an adjective is? Mr. Harwood. With pleasure. An adjective, um, let me see. Well, suppose you give us a sentence using an adjective. A good idea. John was crazy about adjectives. Mr. Harwood, I didn't hear an adjective in that sentence. I could have sworn I said it. Mr. Basko, will you give us a sentence using an adjective? Sure. If a Mr. Morgana sends me all those antiques on a consignment, then I'm going to get a chance to make a profit. Well, um, now, Mr. Basko, to use an adjective, suppose you describe those antiques. I'm a canter, Miss Spaulding. I didn't receive them yet. You see, it's up to this, Mr. Morgana. Please, wait a minute. Would you, Mr. Basko?  Any reason? Me and my big mouth. I will accept that, big as the adjective describing mouth. On my lucky days, I can't do anything wrong. Now try it again. First, select a noun. All right. What is the noun? Lana Turner. Mr. Schultz, you selected a proper noun. Miss Spaulding, what other kind did you think I would select? Well, all right, Lana Turner. Now use some adjectives to describe her. Uh, uh, me and my big mouth. Miss Spaulding, we seem to be experiencing some difficulty obtaining the proper answer to your question today. If you don't mind, I should be happy to supply all the information needed. There he goes, Sweden's answer to the word almanac. Would you be quiet, Mr. Schultz? Mr. Olsen, please, would you help me out? Yeah. In the sentence, Mary had a little lamb. Little is the adjective because it describes the noun lamb. That's perfect. Now, Mr. Schultz, referring to Mary's lamb, what can you think of? Lamb shops. Mr. Schultz, anybody could do better than that. Mr. Horowitz, could you agree with Mr. Schultz? Never. Thank you. In my family, we prefer leg of lamb. Oh, no, no. No, no. Mr. Baskow? Well, if a Mr. Morgan is sending me the kind of assignment from a buffalo...  It's a hard one, Miss Spaulding. You see, that's my first and biggest chance to make a lot of money. Well, big business. Luigi, I'm glad to hear about it. Good luck. Luigi, tell us more about your big deal. Yeah, yeah. When are the antiques coming in? We might want to buy something. Oh, thank you, friends, but I'm not going to get the antiques yet. You see, we're just the right in it to each other. First, here's a guy a bit convinced I'm the right to manage to send him a tool. But Luigi, what are you waiting for? Why don't you can win them yourself? Huh? That's a good idea, Mr. Baskow. Don't wait. Go there and close the deal. Your buffalo is only 500 miles away, Luigi. You could fly out, see Mr. Morgan, and get the antiques like that. They're right, Luigi. In America, there'd be a big success. You got to act fast. But I'm a never flyer before. Actually, Luigi, you don't fly. They got airplanes for that. Well, I don't know. Mr. Baskow, why don't you take the train? It's a very enjoyable overnight ride, and you'll combine business with pleasure. A trainer, either? I'm gonna never go for a bigger trainer, either, by myself. Yeah, I think I'm gonna do that. I see Mr. Morgan make a bigger deal like a really bigger business, man. That's right, Luigi. And from Buffalo, you'll be traveling to New York, Florida, Los Angeles, all over the country. Or you're gonna be a big man. And then, before you know it, instead of people saying, hey, did you hear that one about the traveling salesman? They'll say, hey, did you hear that one about Luigi Baskow? I stop for sure, so you're making me laugh. That's right, Luigi. Love. Be like me. Always happy. Always love. Ooh! My homatism is killing me. She's my friend. Luigi, I love, I love. Hello, Baskowally. Hey, Baskowally, guess what? I'm taking a trainer ride for 500 miles. So the government's finally sending you to Alcatraz, eh? What are you talking about, Baskowally? I made a big decision. You see, as Mr. Morgan in Buffalo was gonna make up his mind to who is gonna send a lot of antiques. I'm a thought, if I'm gonna buffalo in a person, I'm gonna use a super salesmanship, and then I'm gonna make him a change in his mind. Listen to this purpose we can talk. That's a new Luigi. That's right, Baskowally. New Luigi. Last week, I won a prize from the Chamber of Commerce, and this week... And this week off at the buffalo. Hey, Luigi, I just thought of something. While you're on this trip, would you just do me one little favor? What a show, Baskowally. What if you want a machado? When you get on the train, take along one extra piece of baggage for me. Sure.  My daughter, Rosa. Who? Baskowally, that's an old baggage. That's a steamer trunk. Luigi, Rosa, want to take up too much room? Well, I'm not worried about too much room. I'm worried about too much train. Luigi, is that a nice way to talk about my little girl? A little girl. Baskowally, she weighs 250 pounds. So what? The train company's allowable to give you a reduction if you take her. A reduction? Sure. You know how that trains go around the curves so fast? Well, with Rosa on the train, it's a sure not to fly off on a track. Baskowally doesn't know you're talking. I'm not taking her, Rosa. Now, if you're excusing me, I'm going to talk to her. All right, to go, go.  Baskowally, I'm... Chicago isn't big enough for everybody else to make a living. You don't see cattle rushing out of the stockyards to take their business to Philadelphia. Oh, go, Mr. Traveler, the salesman without a citizen of purpose. Baskowally, you're trying to scare me now. What's the citizen of purpose you've got to do with it? Nothing. Only if somebody comes around of an immigration department asking me, I've got to answer the truth. Luigi's left the country to go to Buffalo. Baskowally, Buffalo is in the United States. It's the right opposite of Lake Erie. Well, right to now it is. But as soon as the Congress takes in a Hawaii, Buffalo is going to get pushed into the lake. Oh, Baskowally, you're joking. Is the planet over here for Buffalo and Hawaii?  Luigi, with a nothing in your head, I'm a surprise to what you is, as you've got to hang on to. Look, there's only 48 stars on the American of land. If a Hawaii comes in and a Buffalo stays, you think that they're going to collect all the flags in the country and paste on an extra star? Somebody's got to go and it's a Buffalo. What are you laughing about, eh? Baskowally, what do you make up of because of Russia? Buffalo is in the United States, so it's got nothing to do with the Hawaii and the flag. What?  It's a good thing I'm going to go to night school, otherwise maybe you'll make a fool of me. Oh, I'm so mad. I pay my hard earned taxes on what's the government to spend it for. Schools. Oh, what a waste of money. Is he going to send me a poster card for Buffalo? Buffalo. Hey, that's right across the way from Niagara's Falls. Have I got an idea? Rosa. Rosa. Rosa. Yes, didn't you hear me? No, Papa, I was busy eating. Eating, eating, always eating. You're going to get a factor like an elephant. What are you eating now? Date, Papa. Well, forget about that. I've got a better idea. What? Buffalo. Oh, stop. Listen, Rosa, Luigi's going on a trip to Buffalo. That's right next to Niagara's Falls. Niagara's Falls, Rosa, where does it make you think of? Going over it in a barrel. Why couldn't I have had a son? Listen, Rosa, we're going to take a train to ride to Buffalo. Luigi's is going to be on that train, you see?  That's what Niagara's Falls is for. The only real American place to get him married. Me too. Luigi, is he going on his honeymoon or he don't know it? No, why? Luigi, how long can I keep it a secret from him?  Before we return to life with Luigi, here's a suggestion you'll find helpful during these warm summer days.    As a result, you naturally feel better and work better. So always keep a package of wriggly, spearmint chewing gum handy and every time you want to enjoy a refreshing treat, chew a stick. And now, let's turn to page two of Luigi Basko's letter to his mother in Italy. And so, Mamma Mia, I'm a bigger businessman now and I'm going for my first big trainer ride to see Mr. Morgan in a Buffalo. Mamma Mia, I'm so excited. It reminds me of the day when I left Italy, how I'm a pack the three times, then I'm a shook hands with you on a kiss to the go to goodbye. Also, I'm very happy how Pasquale is realized he can't stop me now. Now he don't know what he should do for me. He's a treat to me like a son. Half hour ago, he gave me a box of chocolates for a trip and inside there was a note, name the first one after me. I don't think it's a funny thing to ask but anyway, I'm a name of the first marshmallow Pasquale. And so was the time to go. I was so nervous saying goodbye to Pasquale and Rosa and then I went down to the Lasagna Station. Mamma Mia, the train station is so big. Hey, look, everybody's a hurry up or so. Excuse me, mister. You know how I'm a get the two buffalo? Sure, two blocks left, make a right turn at the corner. Oh, Buffalo? That's right. Go over to the ticket booth. Ticket a booth there?   Oh, there, ticket a booth. Excuse me, please. Yes, sir, where to? How do you know? How do I know what? I was a go to some place. Whoa, whoa.  With a hike in the shoes, a compass in my pocket, umbrella, camera. Handled binoculars. That's a good one. Well, I'm a like to go to Buffalo. All right, one way? Yeah, one way by train. I know by train.  Oh, no, I'm gonna want to travel in the circles. I'm gonna want to go straight to them. Are you staying in Buffalo? Yeah. Then you want one way? That's what I said.  Then you want a round trip? That's a matter, mister. You want to make me dizzy?  You mean, am I never gonna get a chance to get off in a Buffalo? Am I just to go there for the ride? The train lets you off in Buffalo. Oh, good. You see, is a business a trip and I'm against... Yeah, yeah, yeah. Which train do you want? The one that's a go to the Buffalo. I don't have to stay here. I got a million tickets. It'll take me any place. Look, sir, we have half a dozen trains going to Buffalo. Huh? Half a dozen trains we have going to Buffalo.  They don't have a race. They all go on separate tracks. They leave at different times and they don't meet in the middle and explode. Oh, good. I was worried about that. You see, this isn't my first trip. Look, look, friend, there are others behind you. You want a coach or a sleeper? Coach or a sleeper? Yes. Can I just have a plane trainer? Now there are five different trains. Which will it be? Which one of you like the best? I'm a hitchhiker myself. Well, good. I'm attacking the hitchhiker. Oh, man. There's so many people in the chairs with napkins under their heads. Is it like a bigger barbershop on a wheels? Look at all those buttons on the walls. And this is a longer cord on the top. I guess it must be to hang a wet clothes on there. It looks a little loose, so maybe I'll do a trainer favor and pull them together tight. Mama Mia, don't tell me you're already in a Buffalo. Here comes the conductor. I'm going to ask him. Who pulled that cord? I'm going to do the Mr. Conductor. Why did the trainers stop? That was an emergency stop. Emergency? What's the matter? Trainers that have a flat attire? No, but you pulled the emergency cord and stopped the train. Oh, I'm sorry. I didn't know what I was doing. Okay, nothing wrong. Just a mistake. Where's your ticket? Here. Round trip to Buffalo, first clearance. Everything in shape. All right, now get a seat and don't pull that cord again. All right, then. I'm fine a seat. This is such a beautiful scenery. And the train doesn't go so fast. It doesn't make a man feel so important to ride on it. Imagine of me, Luigi Basco, American businessman, making a business a trip to Buffalo. Hmm, I feel hungry. Where's my bag? I'm making myself a sump or two. No, it's not the nicer to eat. Maybe men are sick, the next to me is going to be hungry. Pardon me, mister. Yes? Maybe you like a half a banana? No, thank you. I'm going to Buffalo. You going there, too? No, only partway. I get off at Cleveland.  No, Cleveland is my hometown. Oh, hey, hey, hey. I'm Luigi Basco, and I'm coming from Italy a year and a half ago. I'm going to take a shop out of 21 and out the whole of the city and set a street to Chicago for Illinois. And I'm going to Buffalo to see Mr. Morgan about the antiques and the consignment. But you can call me Luigi. I'm Sam Hamilton. I'm pleased to meet you, Mr. Basco. Luigi. Luigi. I'm pleased to meet you, Sam. Maybe you take a half a banana now. Yes, I think I will. The dining car doesn't open for a while yet. I'm getting hungry. It's good. What kind of salad would you like? I make it for you right now. Let me see. I'm going to get a salami and a cheese. No, no, no. No, thank you. This banana is fine. Well, if you'll excuse me, I'll be back in just a minute. Oh, sure, sure. It's a nice semana. Dum-ba-da-dum-ba-dum. Hello, mister.   What's your name? Richard. But everybody calls me Dickie. What's the matter? They're no like Richard. What is it, no matter? Hey, Dickie, how you like half a banana? Oh, goodie. Here. Where's your mama, Dickie? Here she comes. Dickie, where'd you get that banana? That's all right, the lady. I'ma give it to him. I never allow Junior to eat bananas. He breaks out right away. Oh, don't worry. He can't the break out of here. The doors of the day all are closed. Eat bananas. Oh. Oh, well. Well, I'ma got a sum of chocolate bars and a tuna gum. Mommy, I want to play with the funny man. He's got to be a funny man.  Well, all right. You play quietly and don't eat too much. I'll be reading a magazine if you want me. Surely, let it go. Go, you do the... And I'ma gonna play with the Dickie. Hey, let's play horsey. I climb up on you here. Huh? Oh, surely. Clap, clap, carefully, Dickie. I'm pulling out of my hair. Giddy up. Giddy up. Hey, I'm gonna stand on your shoulders and reach the top of the train. No, not, Dickie. That's no good. I'm gonna stand on... All right. I thought I had to wait enough. Up. I'ma gonna lift you way up when you touch him. I'm almost touched. What? Hey, look out, Dickie. You're falling. Hey, grab on to something. Here, grab the cord. No, no, not the doctor. Oh, here comes the conductor again. Who pulled that cord? There's a Mr. Conductor with all accident. Accident? I'm beginning to think this is a practical joke. You realize we've already lost seven minutes on account of you? Well, that's all right, Dick. We're on daylight saving the time, so you still have got a 53 minutes ahead. Okay, nothing wrong. Go ahead. Look, Mr. The next time that happens, I'm throwing you off the train. You get that? I'm throwing you off the train. All right. But, mummy, I'ma don't want to get thrown off the train. I think I'ma gonna move away from my head. I'll take all my bags in the next train. Maybe I'ma go into one of the Jalala rooms I'ma see in the next train. Oh, here's the one that's open.  Mummy, it's impossible. Hello, little cabbage buds. Possibly, and a rose. Stand on one side, Luigi, while I close the door of my room. There. Now I lock it. But, Pascuali, I'ma no understander. What are you doing on this train? I'm a chaperone and a young married couple to Niagara Falls. Young married couple? Who, Pascuali?  Pascuali, you crazy. Luigi, I've been waiting a year and a half to get a you and a something like this. In America, they got a law. Breach a premise. Breach a premise? Yes. If you are to my premises, you gotta marry my daughter. Then I'ma get off of the premise. Impossible. I got you locked in. Who is it, Pascuali? The train is going to Buffalo. I'ma gotta meet a man to close a bigger business a day. I'ma no letting you out Well... Come on, eh? What about it? No, no. I'ma no promise. All right, Luigi. Then I'ma gotta cause you trouble. I'ma ship with a captain who makes the laws. On a train, it's a conductor. You want I should have called a conductor and tell him about the breach of premise? I don't care. I'ma no marry this. All right, Luigi. You asked for it. I gotta pull the cord and call the conductor. He's making the train stop. Now, what's your decision? Pascuali, all right. Pull of the cord. Here comes the conductor. Are you in a big trouble? Here comes the conductor. Who pulled that cord? I did, Mr. Conductor. You did. How can he say Mr. Conductor? I'm Mr. Popper. I'm a headlifter. Every take for you, my son. I've worn this guy three times. Now, get off the train. With the pleasure. Goodbye, Popper. Come here. Pascuali's trick is a fail and I'ma got to Buffalo on the next train. Mr. Morgan is a metamianist station and right away he's got to like me. He's assured me the sights. Then we was to go for a walk in a park and then I'ma treat the him at the lunch. And when we finish, I'ma still have to have a bag of left. Well, it's all a turn out all right. And Mr. Morgan is giving me a big order for the antiques and I'ma head to my first big business trip but it's a good thing I'ma not go by airplane. Just imagine what's to happen if I'ma pull a record up there. That would be the end of your loving son, Luigi Bosco, the little immigrant. Folks, the makers of Wrigley's Spear Mint chewing gum hope you enjoyed tonight's episode of Life with Luigi and they'd like to remind you that refreshing Wrigley's Spear Mint is an ideal treat for your whole family to enjoy. You can give it to youngsters between meals without worrying about spoiling their appetites and you can enjoy it every day yourself because it's never rich or heavy. So for a delicious taste treat and a healthful chewing treat all combined into one, get some Wrigley's Spear Mint chewing gum. It costs very little and it tastes mighty good. The makers of Wrigley's Spear Mint gum invite you to listen next week at this time when Luigi Bosco writes another letter to his mama Bosco in Italy. Life with Luigi was transcribed and is produced and directed by Sy Howard. Mac Benhoff writes the script with Lou Dermott. J. Carol Nash is starred as Luigi Bosco with Alan Redis-Dusqually, Hans Conrad Schultz, Jody Gilbert as Rosa, Mary Schiff as Miss Boling, Joe Forte as Horowitz, and Ben Peters as Olsen. Music is under the direction of Lod Gruff. This is CBS where you live Life with Luigi every Tuesday night on the Columbia Broadcasting System.