All right we are quickly going to march ahead to our special address which is from a brand which is extremely close to our hearts, the brand that picked up a very normal day-to-day slogan and has made it a movement, I'll just give you a hint, Jagore. I don't want to waste more time and I would like to invite on stage Mr. Sushant Das, the President India and Middle East Tata Global Bivruses and let us know that how the Tata Tea is keeping human at the centre. Let's have the gentlemen on stage. For inviting me, it's always a privilege to come and interact and give of a story. So when people ask me to speak on this topic in terms of keeping human at the centre, I thought, you know, I've been doing marketing now for the last 20 odd years, handling this business for the last five, six years, I thought that's what you do. As a marketer you keep, we all talk about consumer centricity. So what's new? Why are they asking me to speak about this and what is this new thing that we are going to talk about and how does brand engagement, why is it the new centre? I thought human were always the centre of what brand did. I'm sure that as marketers, there's not a single one of you who doesn't believe that you, what you do is centred around the consumer, consumer centricity is our byword. But then I stepped back and I realised that while we talk about consumer centricity, many a times we are caught up with our own products, our own services, our own creativity and many of us in this whole get up forget the fact that we are working for the consumer, the consumer needs to be at the centre of it and even those of us who remember that the consumer is at the centre of it, many a time actually talk to the consumer through our product, through our services and it is not necessarily that we celebrate the consumer. We actually celebrate our product, we say that our product solves a problem for the consumer or the human. We say that our service actually solves a need or it solves a problem for the consumer but it never talks about the consumer per se and then I realised that actually this is something that brands are starting to do anew, it's not something that it's necessarily been done or being done on a regular basis and when I stepped back I realised that maybe not through a well thought out strategy but maybe by chance or maybe because of the situation at that point of time, Jagore is one of those campaigns where we actually do not sell the product and actually celebrate the human, the individual and talk to them and talk about them. So I thought it was a good idea to go through the Jagore story and figure out as to how we have actually kept human at the centre of brand engagement and how it has worked for us. So why human at the centre and how do you increase brand engagement? The reason at that point of time that we did not sell Tata Tea as a product and all tea companies including us at that time, Soul Tea as a product which talked about aroma, strength, colour, guarded freshness. If any of you remember the ads 10, 15 years back in 9 out of 10 cases you would find someone dancing in the garden coming home, cup of tea, drinking and suddenly becoming very active. Broadly that was the pattern, you could change the actor, the actress but broadly that was the action in terms of but we realised that the consumer was changing and it becomes more important the human for a mass brand because in a mass brand there is not much of innovation, that is not much of technology. So in terms of differentiation there is only that much that you can you can only say I am stronger by 2x, I am more flavourful, my pack is now from red, become dark red but beyond a point it becomes difficult to differentiate and ask the consumer to pay a premium or ask the consumer to shift from the brand that they currently use it. So the only way for a mass brand is to create empathy, brand love, affinity and not work just at a transactional equation point but work at an emotional equation if you want to get the consumer and I think it helped that as I said there was a paradigm shift in culture and society in terms of the consumers and what do I mean by authenticity? What I mean by authenticity is that we realised as I said for the mass brands at least people realise that between one brand and the other between branded or non-branded between store brands between local brands the difference at a product level was not as much and hence if you expect the consumer to pay your premium it becomes more and more difficult or to differentiate becomes more and more difficult but what we also realised and I think a lot of brands post have realised is that if you are consumers do want to have brands with which they empathise, which they believe is genuine, which goes with their thought process of what they believe in irrespective of what the product per se stands for and that is what I meant by authenticity things that they can relate to at a more emotional level or at a more impactful level and if you can do that you will realise that the engagement that the brand has with the consumer and hence the premium or the business that the consumer is willing to give you is much higher and that's at the end of the day what all of us are there for to grow our businesses so what did we do? I mentioned the conventional approach would have been to sell tea brands and it's not that we didn't do that we did that for 20 odd years but what we said was for the jagore campaign we changed our approach and we actually started putting human at the centre and I'll show you examples as to what we did and one of the things that work and I think it's important that while you put human at the centre there needs to be a believability in terms of what the brand talks to when you put the human at the centre and I think that becomes a very critical and important point so you know I cannot promise as a brand or I cannot talk to the consumer as a brand if I do not have some authenticity or if I don't if I don't stay within the realms of what I as a brand can do so in this case one of the things that we realised is in general tea is seen as something that provides energy in the morning you get up and you drink tea because it invigorates so it gives you mental and physical rejuvenation so what we started talking about is actually more the mental aspects of it saying that while other teas just rejuvenate you physically and mentally here is a tea brand that awakens you and awakens you for a social cause and that is where we bought human to the centre of it so while the rest of the tea category continue to talk product continue to talk about the benefits or in terms of wake up mental and physical rejuvenation we as a brand moved away and started talking about awakening the other important part of when you start looking at human at the centre and when you're not talking product or you're not talking servers or you're not talking technology is very important to have the insight which is based on the human which is based on the consumer which is based on what is happening in the society at that point of time if you don't get that right then the brand engagement does not go up one of the things that we realised and as many of you realize is one of the longest running campaigns in the country we have been running this campaign now for 12 years we started in 2007 and I think I have the first ad which I'll play in a while at that point of time we realised that and that was a time when social media digital was just coming into the picture it was just growing at the rate that we are seeing people were becoming more and more active and one of the things that we realised was the youth did want to make a change they were not saying they were no more saying that I seek change they were no more willing to just pass on the blame to others or externalise but they were willing to say that I am willing to make a change I am willing to do things and that was the insight on which the awakening story was based on the Jaguare story was based on the other thing that you need to remember and this did in Jaguare is if you want the human at the centre and you want to increase the brand engagement score it is not just enough to communicate change or as a brand say what consumers need to do or what the people need to do it is also important as a brand to walk the talk to be genuine to actually facilitate and inspire that change it is not about standing on a pedestal and looking down and saying you need to do that you actually need to create that awakening but you also need to walk along with the consumer the distance and facilitate that's the only way that you will engage the consumer that's the only way the consumer will believe in what you're saying and have empathy for you and be willing to pay the premium so how did this approach come alive you know it's very good to talk about all of this in theory but at the end of the day it's all about how you execute so what did we do and how did we go about it one of the things that we were clear about right at the beginning and that is one of the reasons as to why I think did a good job of keeping the human at the centre was we did not look at it just at a macro level while the issues that we picked up were societal issues which were at a macro level we actually talked about it from an individual level as a one-to-one human in terms of asking for reflection at that level accountability at that level and the fact that you as an individual could drive change and we actually facilitated that change in terms of how you as an individual could do that and that to me was actually the success and continues to remain the success of how Jaguar has moved ahead you play the first commercial please our qualification so this was the first commercial that we actually had in the jewelry series which was back in 2007 as I said but when we played the ad when we did this commercial obviously at that time I used to head marketing and it was not a very easy task to convince my then CEO and president to go ahead and actually put money behind this ad because as you'd have realised till the 30th second there is no there's not a single mention of tea nor is there any product story nor does it show of a pack and before that it used to be you know if you were a marketer and you didn't show your product shot in the first 10 to 15 seconds you didn't get the money as a marketer it was a waste of money as far as everyone else in the company was concerned the second was obviously the fact as to whether as a Tata Group company where we pushing the envelope too much was this the right thing to do so obviously there were questions on on that front but what we also realised is that we could not actually leave the campaign at this stage while this was great it created that initial euphoria but does it create engagement if you leave it at that level the answer is no and that's what we realised as we move forward that you need to then walk the talk you as a brand it's great to say that okay wake up awaken got question the politician how do i do that what do i do next how do i take accountability can i play the second hey boss i am not sleeping okay so this when we started moving ahead and we said that we need to actually do two things one we need to have a call to action so whenever and i'll show you a couple more in terms of whenever we pick up a topic while the topic is relevant and we create awareness about the topic but we don't stop there if you want to have brand engagement if you want to relate to the consumer on a one on one basis if you want to treat them as human then you need to have a facilitation exercise and you as a brand need to show your intention that you are genuine about it so what did we do about it what did we do about voting we realised that while there is apathy there is inertia in terms of voting there is also an issue and the issue is mainly with a lot of youngsters because people move cities in search of jobs people move cities in terms of education and then they want to register and then they want to vote the registration process is actually a very cumbersome process you know you need i card you need proof of residence many times you don't know how to go about what forms where to get the forms so one of the things that we did as a brand is actually held in the voting registration process so there was a clear call to action in terms of how we as a brand could facilitate in the voting process we actually tied up with the election commission we tied up with a NGO called as janagraha which is into urban development and works on public policies we actually spent a lot of time effort and money as a brand to actually help the youth register and we also did the same on the digital medium in terms of tying up with map my India to actually help people to go to the nearest office for example the route to the nearest office details of the nearest office for the first time actually put the map put the registration form online simplify the process that actually gave us a lot of engagement so we did a full campaign as I said we went to campuses we went to the large IT campuses and we followed up it was not just we went once and did a camp and in none of them we were selling tea in that sense we actually were genuine in terms of what we were trying to do and believed in the cause I think that is the other critical element if you want to engage these were some of the examples in terms of the posters that we set out to do we actually got six lakh people register and vote in terms of first time voters and that in terms of the word of mouth in terms of engagement in terms of the database that you create is huge and subsequently for each and every one of the campaigns that we have done that is the general format that we have followed we create awareness about a cause we then take up the issue and ensure that the brand facilitates the consumer actually taking accountability and doing something about it and actually being genuine about it I think those are the three important critical elements in terms of going forward the next campaign that we did and I want to quickly touch upon and show you how we did that was a power of 49 which was the next election so if I remember my dates right the youth voting was 2009 elections and 2013 was the power of 2012 was the power of 49 campaign which was the next general elections the insight again was very simple we realized that women are 49 percent of the electorate but in this country in many parts of the country and in many segments women don't independently vote they vote us for the family so the family votes for x candidate or x party the women also votes for the same candidate the women actually does not have a voice of her own so the point that we made was that if women want to talk about issues that are important for them women want to have a voice of their own then they need to stand up and speak so I've covered all of this so they need to be so we ran a full campaign in terms of collecting a crowd sourcing a manifesto and allowed women to actually call and speak and create awareness about the fact that they don't need to vote as per the family and they have their own issues which they need to talk about and vote for candidates who would actually help solve those issues I will again on because there was less time not go through the full process in terms of what we did in terms of empowering and in terms of how we went about doing it but what we did in terms of the result was we actually got women from nearly 504 out of the 543 constancy either through digital media or through free call that we actually had call and talk about issues that actually affected them we got eight lakh unique calls the total calls that we got was around 28 lakhs in total and there were eight lakh unique calls in terms of issues which made it one of the largest repository in terms of women's issues which covered the length and breadth of the country and in a sense it was the first ever crowd source manifesto which we then as a brand facilitated and presented to various large parties and got them to incorporate into their agenda and manifesto. As we moved as I said and I'm not taking you to the full journey but these were two of the campaigns that I just wanted to highlight we actually have done by this time by 2015 we had done six or seven different issues in terms of what we were talking about starting from voting to women empowerment to corruption but we also realized that how things were in 2007 and how things were in 2018 had changed quite drastically one obviously was the advent of social media and digital and people were much more active so while that was as I say a culture of empathy and people turning a blind eye to many of the social causes in 2007 in 2017 2018 people were actually activists at least on social media people talked about candle marches people talked about raising issues people talked about people rave and rant all the time about every possible issue but what we also realized is while we have a lot of angst and we take up a lot of issues we usually do that after something bad has happened so we talk about India not winning medals after the Olympics is done and we don't win any medals or we talk about women's safety after a rape has happened okay we don't react so while activism is not bad and activism is actually good but if we actually want to make an impact and if you want to have an accountability then we need to raise our voice and do things pre so we actually changed in terms of the engagement with the consumer from activism to what we call pre-activism in terms of the next phase and I will quickly play the ad I know I'm running out of time but last couple of weeks is and that's the other thing if you want to keep human at the center one of the things you need to do is you need to keep evolving because humans evolve it's the same as your product brands when you're talking of a product you cannot say the same thing again and again because people will get bored the differentiator will go away so even when it's talking about the human and the brand is talking about the consumer and not your product or service you need to keep in mind what is happening and the inside and the trends and be sure that you're taking into account the changes that are happening in society and move along in terms of how you evolve your communication and the brand story I will not take you through those videos but what we did as I've explained earlier the idea is not just about creating awareness and leaving it at that the brand needs to then walk the talk and facilitate what the end consumer does so in this case what we did was we actually created a whole repository of information in terms of how person can react what does pre-activism mean and what are the small things an individual on a daily basis can do to actually move the needle in terms of pre-activism and help society that was phase two and we used influencers and we used social media to do that we then actually went and checked with the consumer as to what are the couple of big issues that the brand could react on and help move the needle on and the two things that came across very clearly was one in terms of gender sensitization because one of the things that all consumers spoke about is that women's safety and this is something that even experts believed in when we talked to a lot of experts around that women's safety is not something that you can teach or do overnight it needs to be a generational shift and a lot of it needs to happen at a young age and if we do that in our schools if we do that with parents when the kids are young in terms of gender sensitization that's one of the ways that we can actually empower women and ensure women's safety going forward so that was one of the topics that we took forward as a brand and the other was in terms of making sports more a cultural thing rather than something that we talk about just from a you know when India doesn't win or India doesn't do very well again sports is something that needs to be part of a culture all of us in this room are well aware that when we grew up or even now when kids go to school and come back all of us ask them as to how much did they score in maths or English or science but I am sure that very few of us actually ask as to what is their high jump what distance what height or what is the time that they take for their hundred meters or what would they do in terms of the long jump I'm sure none of us discuss that so in terms of a culture that is not something that is imbibed and something that the school also does not take into consideration very seriously more schools are of the 40 periods that they have have two games period in the whole week so that's that's actually where we stand in terms of the sports culture so these were two of the things that we as a brand picked up in terms of pre-activism saying that we need to make a difference at the school level we actually carried out a petition and on both of them which we got parents to sign I will not go through the details in terms of what we did but these were the numbers we got more than 10 lakh people to sign this gender sensitization being made a compulsory subject in the school curriculum and we got a petition where 735,000 people signed saying that we should make sports a compulsory subject in school the good thing is we presented this to the HRD ministry and many of you would have seen that at least in CBSE schools they have actually agreed to make sports a compulsory subject going forward gender sensitization is already incorporated into the school curriculums again in many of the CBSE boards so I think we are moving the needle in in both the cases long way to go but I think that is how in terms of engagement in terms of getting the consumer on your side and talking about empathy and love and affinity for the brand and something that they're proud of you can build without necessarily talking or keeping the product or your service or technology in terms of at the center of what you do last slide in terms of some of the do's and don'ts I think I've talked through that it's not about the brand talking down I think that's important it's not about the brand taking a holier than the stance it is about the brand creating awareness it's about the brand facilitating it is about the brand itself walking the distance so that the consumer the human realizes that it is not you versus me but it is us together I think that's the secret in terms of creating good brand engagement by keeping humans at the center of it thank you thank you thank you so much for sharing the various awakening and impactful campaigns and could I please request you to be on stage as we would like to present your token of gratitude and I would like to invite Mr. Sabyasachi Mitter the managing director from Fulcrow world to please present the token of gratitude to Mr. Sushant Das. Out of please come on let's have some energy in the room friends thank you thank you thank you so much gentlemen


This table here, right? It says why aren't you vegan? It doesn't say why is everyone else can't beat them, join them.  No. There's still murders that happen in the world. If you can't beat them, join them.  In a world where it wasn't illegal. Give it a go, why not? If I'm not going to prison for it.  Just give it a go, yeah.  Being a vegan, do you know what it even is? Not eating me in it, or any form of anything that comes from animals, right? So basically, veganism is seeking to exclude all forms of exploitation and cruelty to animals for food, clothing, or any other purpose. All right, okay. Does that sound like a pretty reasonable position? I mean, yeah, but I mean. Think about animals, all right? Why do they even matter? Like, why does that pigeon there matter? Like, if I booted that pigeon, why would that matter? There's no reason for that. Yeah, but like, let's just say my reason was it made me, I got pleasure from it. I boot the pigeon, I get pleasure, right? Yeah. You eat the chicken, you get pleasure, right? Yeah. The outcome for the bird is probably worse when you eat the chicken. No, because I mean, they're dealt humanely.  You know that they're not, wait. You think chickens are treated humanely in the UK? Well, you've got open-range chickens. They live in the field. Like, free-range chickens live in the field. The ones that you eat, I don't know. Well, the reason I'm being all surprised is because you rarely ever will get free-range birds that people eat. Yeah, fair enough. You're talking about eggs, maybe. Free-range eggs. Like, you go into the supermarket, you'll see, like, free-range eggs.   Yeah, it's... That's after laying eggs every single day. Do you know what happens to the birds when they lay, like, think about a bird, right? And when they push out this egg. Yeah. Like, they obviously don't, in nature, push out one every day.  Like, what happens to their body and... Yeah, it's probably, well, I haven't been a bit rough on it, but we need eggs. You need eggs. Good high protein is good for you. Do you think, like, you need eggs to be healthy or to survive? Not to survive, but to be healthy, yeah. It helps in a balanced diet. OK, so let me just... Wait a second. You think booting a pigeon is wrong? Yes. What if I create a crazy hypothetical situation where booting a pigeon is actually OK for my health, right? But there's also a situation where not booting the pigeon, I can get the same health benefits from, like, plant foods. Yeah, but, I mean, at the end of the day, yeah, it's very... Do you understand that hypothetical?  True. To an extent. I wouldn't say, like, abused, abused, but... Let me ask you, like, you say that chickens are treated humanely. Like, what do you mean by the word humane? I don't know. They're killed in, like, the least painless way possible, I guess. Yeah, but when you say treated humanely, don't you mean, like, from birth to death? Well, I guess so, yeah. I mean, like, think about it. But the word humane, right, it likes to say I was to humanely treat you. Would killing be a part of that equation? Killing you. Well, yeah, I mean, if you do it, like... Would that be humane? Well, if you do it quickly and painlessly, yeah, it's humane. OK, so next time I go to... I mean, I'm in the courtroom and there's a judge there and I'm in trouble for murder, I just tell the judge, well, I did it as quickly as possible. No, I'm paranoid for that one. Would that be humane? Yeah. Think about how bad...  But if you do it as quickly as possible, it is humane. Well, compared to torturing someone, it's more humane, but it's not humane. Think about it, bro.  Yeah.  Yeah, but, I mean, a chicken doesn't know any difference. Let's be honest. You wouldn't know any different either because you'd be dead. Well, yeah, I'm dead, so... Why is murder bad? There's a difference between an animal and a person. OK, here we are. We are at the perfect spot. Thank you very much for that, Segway. The difference between an animal and a person. You know that I've done this before. So, we have a pig here.   They're experiencing the world. They're sentient, conscious. You know what sentience means? It's like conscious. Pigs have these feelings too. Maybe you can think more abstract and construct, you know, different thought patterns. Some people can't, but what I want to know is you said there's a difference between... There obviously is. But what about what we have in common? I mean, the only thing we have in common is just, like, living, really. No, because that tree's living.  Wait a second. Do you think the metric for murder being justified is whether or not you have started a business? No, it was an example. There's a line with it that you can cross. No, there is plenty of differences between us and animals. But I'm talking about what is the difference that justifies killing the animal? It's an edible food source. That is...  No, I'm not really. A dog is an edible food source. Yeah, that's just wrong. It's a dog. You're just saying it's wrong. You're not explaining why it's wrong. You've got household pets and then it comes to farm animals. Cows, chickens, all that, they're fine. But because it's something that is loved and cared for, then you don't want to eat it, do you? Wait a second, mate. You just said that animals are treated humanely where you get them from. So in your eyes, they're loved and cared for. So why would you eat them domesticated animals that are loved and cared for? But you wouldn't eat a dog who are domesticated and loved and cared for. I mean, no. Pigs, chickens are raised solely for the purpose of that the end of its life is killed to be fed to people. And I'm asking you why that is justified. You could just say, I'm farming them for food so therefore we can do what we want to them. Exactly, yeah. You farm it. Because it's a renewable food source. If I farm any being for food, what I do to that being is therefore justified because I want to eat them. I mean, guess it is, but still, it's just ethics really, isn't it? It's like... You're lumping in all beings when you say that when you use this justification. Because that's your justification. If we were in some hypothetical universe where if we didn't eat other beings, we would die, then I guess we would have a justification there. I still think that the other beings were having their rights violated and maybe we were the oppressor there, maybe we shouldn't exist and they should be able to because we're the killers in that situation. But I'm just saying we've got other options. All right, what would your argument be to turn me vegan?  Basically, people, because what you're saying is like people can start businesses. We're not all people. We still protect the ones that can't.  How long do you think I've been just eating plants for? I don't know. How long have you been? Nearly 10 years. I just don't think you need protein in a diet. You don't get the proper protein in a plant that you would from my appear. Let me just say this to you because I don't want to debate health with you because I do know a lot about it because you probably don't. It's clear that you don't because you just said that you can't get protein from plants, which is the first thing that you learn when you started in plant-based that you can get protein. Protein is found in all plant foods in varying degrees. So if you knew you could be healthy, let's just say this, so it stops the health debate, if you knew you could be healthy, would that mean that raising animals for the sole purpose of killing them to eat them, would you think that that there was wrong? Because we have, you can get what you need from plants and we have another option. Would it be wrong if you could get what you needed from plants? No, not really. Oh yeah, do you know what I'm saying? Because you need a justification to do that to someone.  Yeah, but think about the beings. You know what animal rights are. You've got human rights, right?  I've violated your rights to exist.  Experiencing this. You're not just the experience, you're the subject experiencing the world. Animals are also subjects of a life, right? So when you kill them, you are taking away their right to have sovereignty. They don't have, they're actually, they don't have any rights to treat it as property, right?   It's because you want to. Nah, I just prefer it. Why, I'd rather. It's a preference. Exactly, it's a preference. All right, fair enough. Yeah, it's a preference, but. Is there preference to live stronger than your taste preference? If I like it, I'll eat it, mate. That's, it's.  Yeah, so this is actually a pretty good, it actually is a perfect analogy.  Think about it. You don't want to die. Do you want to die? I'm not forced to, man. You're not forced? I can't, I can't. I can't live with you then. I don't want to die. Fair enough. Yeah, I don't want to be killed. And I wouldn't want you to be killed, actually. Because I think that you, you say to me that you don't care if you get killed, but I think it's different in that situation. Well, I mean, if I'm put, like, going point-blank in my head, then maybe, yeah, I'll be scared. I'll be, I'll be breaking it a bit, yeah. Yeah, yeah, of course. Yeah, because you don't know what's going to happen. You don't know if it's going to go black or you don't, no one knows. If it happens, it happens. Yeah, but that's, that's different to, is it okay to murder because I want to eat you? I wouldn't say it's murder though for animals because they don't know it. They don't, they don't know any different. Well, the animals have their own desires. They are subjects. You know this too, because you said, ah, they're treated humanely, so you obviously know they can suffer.  Yeah, but if they don't know any better, why do you, why does that matter? Well, if they don't know any better, then there's no harm, no foul. Then you don't care if I boot a pigeon. You said it's no harm, no foul if they don't know any better. They're a disgusted animal, but yeah. No, but they're not, they're humans are.  Yeah, that's fair enough, but still. Because there's no need to boot the pigeon. But there's no need to eat the meat, boom. No, but there is, there is a need. What is a need? For me, you've got, like I said, you've got just taste, just having protein, everything in it. I just think it's a pleasure. Protein you can get from plants, so you can't use protein, but I'm sorry. Fair enough. Yeah, but taste is pleasure. And if I got pleasure from killing beings, do you think that's a good enough justification to kill the bean? Because I'm getting a little bit of pleasure. That's a whole life gone, so you can have a bit of pleasure. Yeah, but it feeds loads of people. Yeah, but you could feed loads more because you have to feed the animals first before you kill them. So all the plant foods go into the animals, like it's a bad use of resources, but it's not a good argument. No, fair enough. I just... Because what do the cows eat, and what do the pigs eat, and what do the chickens eat? They're eating grains and silage and harvested crops and grasses that are harvested. They have to grow them on cropland to harvest them and feed to the cows. Yeah, like all I'm saying is that so people can eat argument, just works against you because we're feeding most of the plant food to animals to eat them first, to eat them next. I just think because the whole, like meat industry farming, all that, it's such a high revenue. And it's like you can't just abolish eating meat because it will have effects on income for loads of people. Yeah, but what is more important in that situation? Like you don't care about the beings. What about, who's got it worse? The 80 billion beings who are being enslaved and killed. It's actually, when you include sea animals, it's trillions because there's one to three trillion little beings being tortured and killed, often. Most of the time tortured and then killed. Or this economy would need to change. What do you think is more important? I think the stability of the economy is more important. And they would have agreed with you actually in America before they abolished slavery. You can't compare slavery of humans to animals. I'm not equating humans and animals. I'm not saying they're the same beings. I'm saying that one of the arguments to keep slavery in America was the economy argument was that it's gonna ruin the economy. That didn't justify doing that to human beings and it definitely shouldn't justify doing it to non-human animals. Even though we are not the same, they still share in common with us the ability to suffer, feel pain, desire, freedom and well-being and don't want to die.  I'm saying that they share something in common with us and you can't use economy to justify killing humans or animals. Do you know what I'm saying? I'm not saying that. I understand what you're saying. I'm not saying you're the same as a chicken and maybe if there was a decision between you and a chicken, we should kill you. You don't have to say, or you're saying that they're better than humans or that we're the same beings. That's really offensive. All I'm saying is we don't need to kill neither and we shouldn't use these silly economic arguments or they taste good arguments to rob their sentence, to rob their life from them. The end of the day, you're never gonna stop it. So we shouldn't try? You're never gonna win. Yeah, but any of them is never gonna... But this table here, right? It says, why aren't you vegan? It doesn't say why is everyone else can't be enjoying them. Really?  No. Okay. There's still murders that happen in the world. So why don't you, if you can't beat them, join them? Because I don't wanna spend the rest of my life in prison. In a world where it wasn't illegal? If it wasn't illegal. To just kill random people? Like, you know, not for any, not because they did anything wrong, I'm just saying. Just give it a go, why not? If I'm not going to prison for it.  Just give it a go, yeah. Ha, ha, ha, ha, ha. You know what I'm saying, though? Like, you can't stop all the bad things from happening, you don't participate in it because you have a moral. I will take that as a, I think you're joking, just you don't really wanna, you wouldn't really. No, no, no, I wouldn't actually kill someone. Yeah, you wouldn't actually just for no reason. Well, let's say I get a free pass. Unless they're doing something super bad, like then maybe you'd think about it. But all I'm saying is that just because there's bad things happening in a world that we can't stop, that doesn't mean it gives us carte blanche to participate in it too. My question to you is if you believe these animals matter morally enough to treat them humanely, you believe that there's someone in there experiencing suffering and you think it's wrong to boot a pigeon and things like this. So isn't it wrong as well to murder them? It's not wrong. Murdering other people is wrong, yeah. You see how you have a contradiction there? Murdering people is wrong, murdering animals is not wrong.  Why not? Well, I mean, to a certain extent it is. Like, obviously, cats, dogs, just any little pet. But farm animals. So your favorite species, the ones that you decide matter, not the animals themselves. There's a line. Every person will say the same. Where's their line? Farm animals are like the fine fair game. But any household pets that you take in, live in your house. What metric are you deciding this ethical framework here? It's just whatever the standard is. What is the metric for you to protect cats and dogs and to destine farm animals to slaughter? Like, what is it about these animals that is so different from these animals that you would protect the cats and dogs and kill the farm animals? What is the difference like? I couldn't tell you. So they're the same, eh? They just look different. It's just a standard across all people. You don't cross. It's just a line, you don't cross. Everyone say the same. I haven't been able to. Do you know what speciesism is?  Do you know what speciesism is? Just like treating different species wrong, I guess. Yeah, yeah. It's kind of like racism, but for animals. It is. It is. It's discrimination, but with horrible outcomes. It's like, if you took a pig and a dog, right? Like, some species of animals, obviously you can treat them differently based on, for very specific reasons. Like, you're not going to treat a worm the same as a dog because they have different needs because they're a different species.  The only differentiating factor between those is species because pigs, they're almost identical to dogs. Intelligence, all of these things. See, people have been eating like, just it was the norm for like 100 years.  And yeah, everyone would eat dogs and cats and it wouldn't be fine. Do you think because everyone does something, it makes it okay? Yeah, pretty much, yeah. Do you know that has hilarious implications and gruesome implications? In what way? If everyone does something, it makes it okay. What do you mean? It's the point where you can't stop it. Yeah. Think about that. No, if something happens, like mass, like everyone joins in and it just happens to the point where you can't stop it. Eventually, it just becomes the normal. Yeah, it becomes the normal, but I'm asking if it's morally good. If it's morally okay, just because it's normal or everyone does it, that doesn't then make it okay. That makes it a social norm. Yeah, that's what I'm on about. Yeah, it's a social norm that's different to morality. You know that, right? Yeah, I get it. Like, if everyone was killing, I don't know, children or something, children with red shirts on and everyone joined in on it and thought they were witches or something and started killing children with red shirts. That would just pass down for so long that eventually it would become moral. It would become... There's a difference between morality and social norms. But it'll come to the point where no one will think any different and they won't even come across... They won't just think anything of it. From the child's perspective, is it still wrong to kill them? Oh, yeah, I guess. Okay, so it's not... It doesn't become right because everyone's doing it. That's what I'm saying. That's the only thing you can compare to, like just killing, like there's just complete difference to it. No, no, no, I was talking about how... I was showing you how social norms, because everyone does it, does not make it right. You know what I'm saying? Yeah, okay. The child still doesn't want to be killed. Yeah, but the child doesn't want to be killed, but the animal doesn't know it's going to be killed, so therefore... What are you talking about? A baby doesn't know that a gun is a gun, and does that mean I can shoot the baby if they don't know? Fair enough, fair enough. Yeah, all I'm saying is you have to be consistent when you make these... I'm teaching you how to think actually right now. I know. I'm showing you that you're making these... You're using these justifications that you're not consistent with. You don't have any consistency. You know what I'm saying?  You haven't shown any real reason that that should be different. It's just because you prefer... Yeah. It's your societal conditioning. I suppose I don't have a proper argument against this. Just, it's what I think. Yeah, yeah, yeah. It's good that you're thinking it. Have you ever thought this deep into that? No, I actually haven't. Do you think differently about killing animals?  I just... Anything that comes up in play, that's just like said, the social norm. Fine, fair game. You don't see an issue with creating a demand for animals to be slaughtered instead of just like dogs in all the ways that matter. Dogs, cats, no. Like, you can't. Yeah. You just can't do it. Like I said, farm animals. Pigs and cows can. Yeah, okay. And you don't have a really good reason to do that. Just society does it so it's okay. It's just, yeah, pretty much, yeah. Do you always follow what society does? Yeah, pretty much. You never stand on your own? Yeah, I'm a follower. I'm not a leader. Okay. But yeah, that's interesting. I'm different. I would prefer to look around and analyze the rightness and wrongness of things. And I have listened to my conscience and I go, you know what? Those cows, those pigs, those chickens, those fish, they don't deserve that so I can have some pleasure. I think it's good to be consistent and not pick and choose, you know? And then, but yeah, I guess we are just different.  Dominion? No. Then you can see actually how they treat animals. This one's UK based if you wanna see what they actually do to animals. So you can get that humane thing out your head. All right. And then humane murder, you agree that that's not a thing, hey? Nah, fair enough. No.  Unless they want to die and they're suffering and you're doing a mercy killing. Yeah, that's fair enough. Like, I still think at the end of the day, people want me, it's a massive demand. It needs to be done nonetheless. There's no stopping it. It's just amazing what it's carry on with the way it is. So your argument is it's gonna keep going. There's no stopping it. So I might as well just keep joining in with it. Yeah, that's the argument for me. I'm sorry you feel that way, mate. I thought it was good talking to you. Take care, mate. You don't wanna take this just for curiosity's sake because you might wanna, I mean, look, curiosity. Just curiosity, bro.  See ya. I hope that most people watching do not agree with him, but yes.


Second game of the night who will take on sacred heart It was either Lake of the woods or it would be top-seeded Ada bore up first set bears up three to two But Korra crits burger ties the match for that block right there few points later the Cougars only set Cougars three to mother finds an open spot on the floor for the point later in the set Muller looking to keep the momentum going for the Bears huge spike tying the set at 22 few points later Muller serve would be returned this time and it's going to be returned with authority as Mariah McKeever gets the kill to tie it at 23 Cougars would win the set in a wild one 29 to 27 and they would go on to win three to one if you enjoyed this segment of Lakeland news Please consider making a tax deductible contribution to Lakeland PBS


We're back here live at Sapphire now, SAP's annual conference. We're live in Orlando, Florida. This is SiliconANGLE's theCUBE day one of three days of coverage. This is our wrap-up segment. I'm John Furrier, founder of SiliconANGLE. I'm here with the co-founder of Wikibon, David Flo here, I was going to say David Volante. He's in Las Vegas with ServiceNow, an amazing other company. And also Jeff Kelly, the number one big data analyst on the planet here at Wikibon. Jeff, David, thanks for coming on the wrap-up here. Let's break this down day one. So we saw the keynote, we saw the positioning, we saw McDermott, Hanna's front and center. Clearly they're driving the Hanna bus and that's going to be a disruptive enabler for themselves as well as the marketplace. So David, I want to start with you. What do you think of day one? It's good. The vibration is good. Large number of exhibitors here. The ecosystem is very, very strong indeed around SAP. Interesting to hear about SAP Hanna. It's still early days SAP Hanna. I'm not quite as bullish about the long-term success of that. The data in memory theme is very important. I personally think that the data in memory theme needs some refinement to be more data in non-volatile memory so that it can be lower cost and much larger amounts of data. Those are some refinements I'm sure that SAP are looking at and will add to it. But yes, a fun day, exciting day. And I think the demeanor of the SAP customers is that they're fundamentally satisfied with the status quo at the moment. Things are growing. But underneath it, I get this slightly uneasy feeling that maybe it's looking a little bit into the future and saying, are we on the right track? The Hanna is a good track, but is the whole of SAP ecosystem? Is that something that's reached its peak and it's going to be difficult to sustain the previous growth?  Obviously, great marketing. I mean, I've always been impressed with SAP. We're here in third year in a row where I've said, I love the show. They do a great job. Their messaging is on target. It's not Jeremy Burton style messaging. It's just a lot of messaging. A lot of individual. A lot of volume. Jeremy Burton at EMC is all about one message. They're putting out a lot of message, but it hangs together. It hangs together because it is about users. It's users solving business problems and it's very, very business focused. So it hangs together for that reason. People are doing it in order to become more efficient or to extend their reach or to enable new ways of doing business. So yes, I always love shows where the focus is on the end users themselves. If you remember at OpenStack, it was extremely good to have all of those users coming up talking about how they were using OpenStack. And here, everybody is talking about how they're using it, the business impact. Absolutely. I would agree with that. I think Big Data and Analytics lends itself to good user stories, right? I mean, there's some interesting correlations people can draw with a different data set. So it actually is an area of computing that lends itself to really bringing customers out front and center to tell their interesting stories and their journey. Things like we saw with the MBA on theCUBE today and other end users really driving new types of analytics and creating new capabilities. Not always the most sophisticated, but they're still new. I mean, the things like the MBA is doing, making analytics available to their end users. You know, this isn't necessarily rocket science, but it's extremely useful to the MBA as they try to continue to engage more with their user base. But I mean, the stories are compelling and you know, OpenStack, no offense to OpenStack, we were there, we loved that conference.  So again, it's a much earlier, earlier stage. So in our last interview, we were talking to John Appleby from Blue Friend. He said, one of the biggest challenges he sees with HANA is that people just don't know what to do with it. It's compelling use cases, so they're in that formation stage. Would you agree with that or how would you comment on that? I think it's a little limited, it's the problem, because it works for data sets which are quite, relatively quite small. So if you've got a cube of data which is small and you can really iterate through it, it works brilliantly. But if you've got a cube of data where and you sometimes need to go and get some other data from somewhere else and combine that, and the effort to create that cube of data is pretty high as well. So if for use cases where it fits, it fits brilliantly, it's very nice indeed, it really works very well indeed, but it's a limited section of the total infrastructure. And if you really compare it with big data, like your views on this, it doesn't really meet the big data criteria of terabytes and petabytes of data. What was it? Well, you know, it's interesting because we had this debate internally when we were doing our market sizing earlier this year and I think there are use cases where it fits the criteria, but I agree with you, it's not particularly, from a volume perspective, it's nothing like Hadoop, it's not, you know, it doesn't compare there in terms of volume of data. And I agree with you, it's fairly, the use cases are focused on, I mean, think about the SAP customer base, the ERP customer base, and so the idea of, you know, SAP talking about essentially using HANA to improve the functionality, I should say performance of, you know, their core ERP business, but that's not big data. It's beneficial to their user base, but that's not big data. Where big data comes in is when you're starting to do some new types of analytics, some predictive analytics. So I think if you're using HANA to really drive more predictive forecasting type analytics and you're making decisions based on those analytics, particularly in real time, highly optimized to make real time decisions, you know, those are use cases that I think would fall under at least the mindset of big data, if not the strict technical definition. But, you know, again, I think a lot of the users here are more interested in HANA to kind of supercharge their existing ERP installations, which, you know, is again, very beneficial to them, but not particularly exciting from a big data analytics perspective. And I think that fits into my observation about the future. I mean, if you look at the very large amounts of data that are coming with the streams of data that are coming out, you know, we take those early people with making decisions in real time about what advert is going to be created or what price is going to be created or whatever it is, those are looking at huge volumes of data coming in and then looking at those streams and making real time decisions based on that. And that's not HANA's sweet spot at all. So, that's the sort of thing that I think is going to be the future of big data and real time analytics. And it's interesting to see that they're focusing on their ecosystem, but the internet of things is being pushed out way into the future. Let's talk about that. Let's drill down on that because I want to highlight that Sanjay Poonan's mobile press conference was impressive because he's an impressive guy, real big fans of Keeb alumni. But they're, you know, mobiles are tough enough to crack, right?  Again, they're trying to put a good solution together, but his notable comment, David and Jeff, I want to get your, take a minute, you're both doing work on the infrastructure and on big data side about the internet of things. That's a North Star in their vision. Where are we with the internet of things and the industrial internet, things of that nature? We're hearing a lot about it with Pivotal. What is that, is it just puffery here? Is it, is it they have anything? Have you seen anything? And what's the state of the market? It really is the wave after the current wave. And there's really two key issues about the internet of things. It's sensors and it's software. Sensors to know what's going on and those sensors can be everything from being inside machines to being inside you or me. So tell us how our heart is going or how our lungs are functioning. So it's a potential for a huge amount of data to be coming in and with it is coming new opportunities, business opportunities, not only to improve current functions, but to bring out new ways of doing business. When we were at the EMC world, Paul Moritz was talking about going from selling engines to selling engine hours because with all that sensing, they would know the best way of being able to maintain that engine so that they could commit to selling the engine hours for so many hours over a period of time. A new way of doing business, similarly with hospitals, a new way of doing business, direct to the end user, to you or I, as opposed to through a hospital or through something else. So very different ways of doing business. And so where are we, Jeff? I want to get your comment, but I want to ask David first, where are we in the research? I know that you guys initiated coverage recently at Wikibon, which is all free content by the way, go to wikibon.org for free content. Is it true we've initiated coverage at Wikibon on internet of things, on industrial internet? Can you give an update on where that's at? Well, we're doing kind of our initial research right now. We're talking to a lot of end users. We're talking to some of the vendors in the space who are going to really help build the platforms to make this possible. But it's pretty early days. I think a lot of the initial wave of big data was focused on, in some senses, it was about social data, right? What can I do with all these tweets coming in? Which is interesting, but limited value, I think, overall, to the larger business world. And then we were talking a little bit about, I think people tend to talk about, what can I do with my own internal data? Things that I've got in my ERP system here at SAP or wherever, and maybe bringing in a few additional data sets. I think what the internet of things or industrial internet we're really talking about is an interconnected world of devices, industrial level machinery, that allows us to really orchestrate whole processes, if you will. So in healthcare, it's understanding that when a person with certain symptoms checks in or is admitted to a hospital, it kicks off a series of events that could be related to the machines that are going to be used to diagnose the patient. It could be related to the staffing of the nurses and doctors in that hospital. How that's going to impact the bottom line of the hospital. So it kicks off a number of events and analytics to really optimize those processes. And ultimately, the goal, if it's in healthcare, is to find efficiencies for the hospital to deliver better care for the patients. In some cases, that's going to be delivering that care or that information before the patient even gets to the hospital, hopefully preventing them. But in the world of aircraft, for instance, it's going to be understanding your fleet as a whole. It's going to be understanding individual jet engines and where they are in terms of maintenance and when they need to be upgraded or when you're pushing them too hard or not hard enough. And having all these systems interconnected so that they can make intelligence decisions in real time based on analysis of all the different data that's flowing through the system. So that's a very complex process. So what's the timetable on this? Obviously, you're talking a lot of customers and other data. When are we going to see something? Within the next four weeks, four to six weeks, we should be having the first push out of definition, if you like, of the internet of things and our first sort of... There you have it. If you're out there and you want to reach Wikibon, go to wikibon.org. There's a contact button there. Contact the office in Massachusetts or David Flores out in California. Get him on Twitter. You can find myself or David Vellante, Jeff Kelly, we're all on Twitter. It's easy to find with a cube as well. So go to wikibon.org, by the way, free research and go to siliconangle.com. This is a wrap up of day one. We're excited to close it out and thank you for watching and stay tuned tomorrow. We had coverage all day tomorrow and Thursday. It's the cube wrapping up day one. That's a wrap. We'll see you tomorrow.


Check that both your hands and the water wear cover are clean and dry. Hold RONDO 2 with the MED-EL logo facing upwards. Insert it microphone first into the cover. Take the flap at the bottom and pull the rest of the cover over the processor. Make sure the cover fits snugly around the processor without any wrinkles or air bubbles. Place the round adhesive strip over the flat side of the processor starting at the bottom. There should be no gaps between the strip and the cover. Check that the processor is sealed on all sides by water wear and that there are no wrinkles or air bubbles. We recommend using an additional fixation device while swimming such as a swimming cap. To remove water wear gently peel off the adhesive strip and discard. Use the circular flap to remove the cover from the processor. Each adhesive strip can be used only once but each water wear cover can be used up to three times.


Earth is a miracle. In chain of species trees are pinnacle of perfect living sculpture fighting against the gravity growing towards the sun nursing their foliage. The diversity of trees, animal species and non-living components makes a perfect self-sustaining forest ecosystem. In forest each form of life has its own resources necessary to survive. Forest is a large gene pool and it's of course genetic biodiversity. It produces large amount of biomass which are a source of nutrients. The production mechanism of agriculture and forest is same. Both depend on sunlight, water and minerals. The difference is that the forest is natural and agriculture is artificial. So it's crucial to know nature for grain food. Forest soil is living, consisting large number of microorganisms and its activity keeps the soil healthy and fertile. To grow more trees is a way of improving our food and nutritional security. Forest preserves used quantities of rainwater and releases it gradually which is the source of rivers. It is an important source of drinking water and irrigation. Planning of trees as life fences increases soil fertility, controls soil erosion and provides food and fodder. In a similar scenario community forest have been a true protagonist in Nepal's livelihood. It has been a model to look up to and these practices have made a serious impact in carbon sequestration as it stores more than 70,000 tons carbon per year. Even though forests are inevitable, their chopping hasn't stopped. Differsation still pose a serious threat. Being a part of nature we must celebrate diversity and utilize it responsibly. So think forest, think life.


If this job isn't done right, then everything else has been a waste of time. So in some ways this is kind of the most important job. The oxygen is obviously bad for the beer because it will oxidise the beer and potentially cause it to have a limited shelf life and go off quicker than otherwise would do. So when we're running the beer from the fermenter into the conditioning tank, oxygen is our enemy if you like. So what we do is we flood the tank with CO2 first. And that CO2 is obviously heavier than air. So because it's heavier than oxygen, it will drop down and it will push any of the oxygen further up the tank if you like. So once we've done that, we can then start to run the beer through into the tank. Now the beer is heavier than the CO2, so the beer comes in from the bottom, pushes the CO2 up and that pushes the air up and basically you are essentially creating a top layer of pressure if you like, a top layer of CO2 which will provide protection for the beer. The issue with cats in a way is when you've got them in the pub, I assume once you've opened them you've exposed it to the air. Exactly. So how do you counter that problem or is it just a case of selling the beer? The way, exactly, the way with Cascale, because it's not fourth carbonated, there's no CO2 going in, it's just ideally sell it within three days and that's the kind of lifespan you've got from when you tap the cast. In a keg, which is different you have, the beer would be under carbon dioxide pressure that is also carbonating the beer, that's adding the bubbles or is that just to prevent the air from getting in? It would do, yeah. And it obviously means that it's not exposed to any air at all so the product has a longer shelf life.


This year we are celebrating Democracy Day under the shadow of the Ukraine war, an invasion that is a direct assault on fundamental principles of democracy, the right to self-determination and the right to choose one's destiny through free and fair elections. This is also a time when international ideas' global state of democracy report highlights the expanding threats of authoritarianism, political polarization and disinformation. These are tough times for democracy, yet there are also many stories of hope and democratic resilience from around the world. These stories deserve to be told. In Africa, peaceful transfers of power in the Gambia and Zambia revived democracy in those countries. In Asia, we are seeing the power of civic action in Sri Lanka holding leaders to account. In the Western Hemisphere, a constitutional reform process in Barbados involving broad public consultation is bringing to life the country's new status as a republic, a historic victory for self-determination. And in Europe, voters in the Slovenia reversed years of democratic backsliding by ousting a government that had clamped down on their basic rights like media freedom. Our world faces threats from rapidly growing inflation, climate change and rising authoritarianism. This challenge is unreal. But what is also real is that millions of people, from voters to election monitors, from indigenous peoples to women's groups, are fighting back, using the basic rights and shrining their democratic systems. Through their courage, democracy is proving its resilience. I'm speaking from Stockholm.  Greta Tumbre set in motion a mass movement of civic action that resonated around the world. On this day, let's take time to celebrate the many millions of people like her who insist and fight for the right to shape their own future in Ukraine and everywhere else.