So the first thing I'm going to do is I'm going to actually go back and take a step back and show where 3D has come and what the technological impact happened in terms of pro-technology and computer technology in order to get to where we are right now. And then I'm going to talk and I'm going to start, this is going to overlap a little bit with Max's talk on how to acquire 3D and how to optimize, okay? And what we're going to do is try and get you sort of an understanding what the technology is and then how to actually do it. One of the things that we have to understand is that the technology of echocardiography has actually advanced a lot since we initially started with the 1D probe and all the way to the real-time 3D that we actually have now. What I want to take us back to the basics is that you've got to remember that for ultrasound, the basics of ultrasound is that you have a transmit beam and a receive beam. You have an electrical signal that in the head of the transducer gets converted into an ultrasound signal that goes out to your structure of interest and then gets reverberated back or echoed back to your transducer which then translates that ultrasound signal back into an electrical signal, okay? That's the basics of ultrasound. So what you've got to remember is that no matter what happens to technology you're always limited by the basics of the speed of light, okay? Or, sorry, speed of ultrasound, sorry. Sorry. Too much Spider-Man yesterday. So you're limited by ultrasound, okay? Now, original transducers just had a single element, okay? We got to 2D transducers because you could then put a row of elements together, okay? So we went from the original ultrasound which was one element to a row of elements. Now, when you have a row of elements you can now steer and direct your beam. This is how you can create a 2D image. This is a pretty complex image but what you want to know is that how you do is you can delay your activation of each of your elements and that gives you a beam that you can actually direct, okay? And then the same thing is when the signals come back after the different delays that they've been sent out you just reorganize that and you get your image, alright? So because you can take a 2D image, you can actually take multiple 2D images and fuse those together to create a 3D image. So that was the concept in the original 3D images. So what you would have is you would have a 2D probe, you have a localizer outside either be it a physical localizer or you can have a transducer that rotates automatically and you would do a series of 2D images which would then fuse to create the 3D image. So this is the original 3D, okay? Now how do we get from taking multiple slices of 2D images and fusing them together to our current technology? Well there had to be transducer changes. Now you'll hear the term matrix array, okay? That's what our current transducers look like. And initially they were called sparse arrays and the reason they're called sparse arrays is because not every element, so we've gone from one element to a row of elements to now a matrix of elements but originally not every element could be active, okay? And part of that was because every element in these original transducers had to be connected and processed in the transducer head. Now when you do that, if you have 4 to 8 elements that's doable but once you start talking about 400 elements being active that becomes a very large probe that's a chord for every single element. You couldn't do that. And so in order to go from the sparse array to a fully active matrix array there had to be a lot of changes in technology and I'm going to show you a slide of that. So this is to show you what these original sparse arrays were. The systems, like this is the ultrasound system. This is huge. It's a size of, it's bigger than what we have right now. It's like two carts together, okay? I don't know why my computer is doing this but ever since I updated it. So this is the original sparse array. You can see the picture is not playing properly and I'm not sure why it's doing that. But you can see that this is the original 3D. It looks a lot like how our current 3D looks but if you can see this is actually quite impressive because the date on that is 1998, okay? So how did they actually move from having these sparse arrays to fully active matrix arrays? Well one of the things they did was they broke up beamforming and the image forming sort of parts of the transducer. So they actually created these patches where they would take a group of the elements and patch them or group them together and they needed fewer cords or connectors to the ultrasound system. So they broke up the process of the data from part of it being in the transducer head and part of it in the cart itself, okay? This is the most simplistic way of doing that. So by doing that you can actually reduce the number of cords or connectors that you need between the transducers to the computers inside the machines, okay? So they broke up some of the tasks that the ultrasound machines had to do. So some of it's still in the transducer head and some of it's in the cart itself. And this is how you can get the matrix fully active transducer, okay? So this is where we were in 2002 with a surface image of a mitral valve. Now one of the things they also had to do when they were doing with these transducers, this is a TE probe broken down, is they also had to deal with the heat issues because when you have a lot of active elements, it created a lot of heat. And so they had to create ways of dealing with that heat dissipation. That was one of the challenging tasks for many of the transducer, for many of the companies that were doing that. Now this is your original TE probe and this is what the 3D TE probe looks like when it's broken down. And you can see the little elements going into the cord, into the body of the transducer head here. So when you look at the mitral valve in itself, that's one of the structures we've actually... This is what the mitral valve looked like in 1953. This is in 2003 with the multiple slices that are fused together and you can see each of those slices that some poor research fellow had to fuse together to create this image and you see there's a little bit of a prolapse over here in the mitral valve. This is where we were in 2012 and we are in 2019 in terms of the technology now. We are getting beyond just creating high volume rate images of the mitral valve but now we're actually getting these kind of post-processing imaging visualization things that can make the tissue look realistic. So here this is the same valve over these two on the bottom where's my mouse, is the same valve and this is a photorealistic image of the same valve and you can actually see the details better, you can see the chords better, you can see the prolapse better with this and also we have new visualization techniques for looking at color. Now, that's my brief introduction to the simplistic way of technology development. But I'm going to direct you back to the guidelines for what's going to happen in the next part of the talk and what Max will continue on. One of the things I do want you to remember is that terminology may differ between each of the companies but the concepts underlying them are the same. And that's what you have to understand and take out of these talks. They may call them a little bit something a little bit different but the underlying principles are the same and how they do it may be a little different but some of the adjustments for the images, acquisition images, they may be a little bit different on the cart but the actual underlying principles are the same and that's what you really need to take out because if you understand the principles it's like doing math, if you understand the principles you can do math. This is just a quick slide, it's one of my pet piece. I want people to realize that multi-plane mode and bi-plane mode are 3D modes so a lot of times I hear, oh, we don't have 3D on our probe but we do. You have this on there and that's just a little thing. Now these are the steps I kind of go through when I'm actually working with fells and resins in terms of how to teach 3D and I'm not going to go through all of the steps because some of that is going to be covered by Max but what you want to do is you want to go through these steps in your head as you create your 3D image and this will help you. You want to first focus on image optimization and then you want to decide what your acquisition mode is and it breaks down into whether you do zoom, narrow volume, wide volume, single meet multi-beat and we're going to talk about those terminology and then whether or not you're going to add color onto it but essentially you're going to optimize your image then you decide what acquisition modes you're going to use and then you're going to decide if you want to render a crop before or after you acquire your image and then you actually want to present your data and then do any further analysis. One of the things I'm just going to keep on emphasizing to everyone is before your 3D acquisition your 2D image has to be optimized. If you look at the image on the right you can't see that anterior wall over here but on the 3D and so once again on the 3D image that's not going to make it better. 3D is not going to improve something you can't see on 2D. If you see here this is a nice amyloid heart thick with pericardial fusion you can see the image is much nicer. You've just got to optimize that 2D image as much as you can in order to get a good 3D image. One of the things is a lot of times people don't use the other planes that you can see on acquiring 3D to ensure that they've optimized their 3D image and this is your reference image is what I always call the reference image these are your cross planes and these planes that are perpendicular to your image are actually what you really need to look at to ensure that you don't have stitch artifact. What you also want to do is you want to make sure that when you're acquiring that you've optimized the image on these other cross planes because these are the walls that you don't see on your main image and that's where you want to tweak a little bit to make your 3D picture better. Now I have this slide up because what I want to point out is in a 3D probe and you can pretend this is a TE rather than a surface probe is that your reference image is going to be usually your X plane and then the cross plane which is your Y plane is going to be your second best resolution image and then your elevation is going to be your worst. So these are the X, Y and Z planes and the one thing you want to know is that the spatial resolution in the X and the Y are going to be the best your Z is usually your worst. So if you have to do a measurement you want to make sure it's either in your reference image or the cross plane perpendicular to that and not the one that's and I have an example of that to show you. The other thing you have to realize is that if you are perpendicular to your beam such as the mitral valve on your TE probe that gives you a better image than if you're parallel. This is why we have dropout or issues with imaging the aortic valve versus the mitral valve on TE because the aortic valve tends to be parallel to your beam versus the mitral valve on TE tends to be perpendicular. So that's the other factor that will influence your image quality and you've got to realize that. Now most of the time when you're doing narrow volume or color Doppler so that's no longer an issue and with some of the probes or carts that are out there now you don't even need to Nestle go into multi-beat at this point because you can get such high quality data with the single-beat or high volume rate. Now let's go back to the individual mode so I've used the term zoom narrow sector and wide sector before. Zoom and I have some examples which we'll show you is usually the smallest pyramid that you have. Narrow sector is an intermediate-sized pyramid and full volume or wide sector is the largest. It used to be that these volumes were pretty fixed on the machines. Once you went into it you couldn't adjust them but now I think on most of the carts they're a starting point. They're a fast way to get a certain size of a pyramid and then you can adjust them bigger or smaller depending on what you're trying to acquire. So they're a starting point for you now and that's the difference between all of them. Okay. I think I touched upon this earlier when I said that the different companies have different ways of knowing this. This is kind of a rough guide to how they're kind of equivalent across the different systems. I don't have the Siemens up here but I do have sort of the Phillips and the GE systems listed here and this is sort of how you can adjust and remember these are just starting points in terms of the size of the pyramid you initially get started and then how you adjust further. Now zoom is the smallest size pyramid so it's actually very good for small structures like valves such as the aortic valve and you can see this is a zoom back in the day when you get the smallest size pyramid that you actually have and you're going to see that it rotates and you can see that it's a very small size pyramid or 3D volume within that larger set. Let's go ahead to the minute. See that? And see and all it has is the aortic valve in the status set. Especially for valves, ASDs, VSDs, small, fast moving structures the one thing I have to say is when you use zoom mode is please leave some of the external structures around it so if you're doing the mitral valve leave a little bit of aortic valve in there or left atrial bendage this helps you orient and it helps someone who's looking at the data set after you've acquired it orient to where they are too. One of the things people sometimes tend to do is they crop in too much you don't know what you're looking at or what the external structures are or how to orient so you want to be careful that you don't crop in too much. Narrow volume is a thin long pyramid and what we actually tend to use a lot is if we're doing procedures and stuff and we need a quick look at something it's also called live volume mode as you can see here it's rotated and you can see that it's just a very thin slice of that. Now wide angle is the biggest pyramid that you can get. We usually use it for acquiring large structures like the left ventricle, right ventricle if you want to get the atrium in the ventricle or the whole heart this is the size of the pyramid that you're going to start off with. Now why does pyramidal size matter I'm not sure why it's doing that but the size of the pyramid gives you about a 30 hertz you widen that a little bit and still you care about frame rate because most data sets are gated by ECG. So diastole is always captured in your data set so your volumes for LVN diastole volume is captured but if you have a frame rate that's skipping you may miss end systole.  So this is where you care about volume rate because it's the end systole. Now if your system is not gated by ECG and it's a time based system that's a totally different question but most systems are gated by ECG and so this is where it matters okay. So you want to get the highest volume rate that you can especially if you're doing volumes or ejection fractions. All right. So this is just a summary to recover the same ground that I talked about smaller volumes that you want size of pyramids you want for valves, interatural septums, inter-particular septums, larger volumes you want for bigger structures such as the ventricles or the whole heart. Okay. Whether or not you can do single or multi-beat with the different volume rates will actually depend on the machine that you have and I'm not going to spend a lot of time on this. I want to spend more time on this slide here the trade-offs between volume rate just to reiterate the point. So let's look at this left-most image here. You have a set volume rate that you have you have a set pyramidal size and this is the resolution you get. Oh, sorry. Oh, that might be very competitive for me to try and talk about the drilling but now on the second slide I've made my pyramid bigger I want to keep the same volume rate I'm going to sacrifice visual resolution on your image. If I actually then shrink the pyramid size back down but not as small as my original one I can improve my resolution a little bit. You've got to keep those trade-offs in mind. Now single or multi-beat so when we talk about single-beat you take the same pyramid you acquire the exact same structure multiple times in a period of time. That's single-beat. When you do multi-beat what is happening is that you are acquiring multiple pyramids over different portions of a structure and then fusing them together to make one big pyramid because each smaller pyramid can get a higher quality data set and then by fusing multiple small high quality data sets you can get a large one that's high quality. This is what multi-beat is. There are methods to try and improve quality or volume rates or volume rates within the limitations that we have currently. I'm not going to do a deep dive into the science behind it but some of them that are built in are in the background that you aren't going to know about but parallel beam farming, frame reordering multi-line transmission, high pulse repetition you're going to see that in the literature but the things that you can control are something called there's an interpolation mode that's on the machines as well as a virtual array mode. So parallel beam farming this is just to make you aware of what's going there that you have one transmit beam so one beam comes out of the probe and you have multiple receiving beams and that's how it increases the volume rate because the number of receiving beams lets it form an image better. The problem with this is the center of your beam is going to have very high quality there's a lot of noise and artifact with this mode but you won't be able to control this this is part of the machines. Frame reordering is technology that's actually out there it's similar to what they do in MRI you actually sample around the different parts of the cardiac cycle and then you take the images and you reorder them and you can see here with this frame reordering now they've skipped you can see the cusp over here opens first before the other cusp open and this is how you can actually increase your volume rate. Multi-line transmission another technique once again you have two source generators and you set a beam and you can actually image two different spots at the same or get two different spots at the same time once again you speed up your transmission and then high pulse repetition this is where you can it's mainly used in color from what I can see in the literature and it improves your color volume now in terms of things that you can actually see on your cart the high volume rate tool the machines are interpolation methods so I'm going to spend a little bit of time on this so what happens in interpolation methods is you guess half the time so not all the matrices of the head of your transducer are active you only sample some of them and if you're only sampling some of them you can speed up how much you acquire but how do you get a full image if you're only sampling some of the spots you guess the machine has an algorithm and it comes up with a pink spot that's why in some of these modes it's a little bit fuzzy initially when you acquire that then in the second cardiac cycle what happens is it samples the ones where it didn't the first time and then it decides is the new image better than its guess image and then you get this fusion image where it's interpolated both guesses and real images together to give you that frame to give you that image and that's how it speeds up the acquisition last thing that you can see is not showing up very well but what I had is there's something called a virtual array or virtual APEX that you can see on your machines and if you look on the cartoon usually this is your head of your transducer with your elements and the beam starts right from the elements the other one is there's something called virtual source where they set up up in space in your probe so here's your element and your virtual array starts back there and because by the time it goes through the elements of the water you can actually get a narrower box with a wider box so if that makes sense in the same way and you can speed it up and I actually just had a picture showing a triangle with a triangle here and the one where it is not where you have that virtual array where the top is actually flat on the machines you can actually see that you can adjust it that's going from rest to spend you can see the top of the machine change now I'm getting towards the end I'm not going to talk a lot about these because Max is going to cover some of this in his talk but one of the things I do want to point out is that there are blooming artifacts that you can actually see so here's a clip going in and in terms of blooming you can see that this part of the wire is thicker than this part of the wire over here and that's some artifacts similarly when you look at the repaired you can actually see sometimes that these stitches are probably not that chunky but they appear that way and that's a blooming artifact and shadowing now shadowing used to be a thing we tried to get rid of now people are putting it on the cards deliberately so I'm not sure if we're going to be calling this an artifact in the future but that's what shadowing is so before I finish I'm just going to have put this back up and I'm going to let you move on to rendering, cropping and image analysis with Max thank you


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So one last winner coming up in a little while, so keep tweeting away, your hashtag is E4M Conclave, but of course, all right. So Michael Jackson during a very difficult phase in his life defending his reputation had once said that just because it's in print doesn't mean it's gospeled. But you know what print is, black and white and print beat him. Do it. We now have a very interesting conversation on the power of print between head marketing passenger cars, Tata Motors and the group CEO Madison Media and OOH at Madison World. Mr. Srivastava brings over 23 years of experience in sales and marketing across consumer durables and automobile industries. In his immediate past appointment, Mr. Srivastava led the portfolio of the marketing director Middle East for the French car maker Renault. He previously held the position of a product group head marketing at Maruti Suzuki. Ladies and gentlemen, please welcome on stage Mr. Vivek B. Srivastava, now in conversation with Mr. Vikram Sarkoja. Okay. You know something, I think it's a setup. We are sitting in an AI conference and we are supposed to be talking about the power of print. Now, I was just really struggling to find the AI angle and then I figured that it's probably the only intelligent consumers left are the ones who are actually consuming print. But you know, that's just to start off the conversation. I don't want this conversation to go around talking about the existentialistic nature of print. I think we, I don't want to be apologetic about it, the fact is that you've got whatever out of a one billion sort of consumers that IRS picks sort of monitors, you've got 400 of them actually reading print, 170 of them read it in the last 24 hours. So it's not a small number by any stretch of the imagination. Will it be around 20 years from now? I think it's as much of an imponderable as will 200 million of Facebook be around 20 years from now. So I think that's neither here nor there. The fact is that it's a huge and very, very important sort of medium at this point in time. So let's try to keep this discussion around how to make it a very integral and essential part of the marketing plans. So I thought we have about 20 minutes to talk. So I thought I'll cover three areas. One is what is the role of print when it comes to the entire multimedia integrated media setup? Number two, the effectiveness of print. How do we measure? And number three, how can we get the good creative juices flowing back into print? Let's start with the first one. Look, I know from a, I mean, Tata Motors has been a very, very strong believer of integrated media. And I think you take pains to say it's not multimedia. It's not silo, but it has to be interconnected. Tell us about this interconnectedness of media that you look for in your plans. Thank you, Vikram. I think interconnectedness is quite a cliche, but many of us don't really follow it. I think we have to commit to that interconnected right from the stage we create the creative brief and take it right through the end of the campaign. It's really much more difficult to follow it in spirit than an intent. Yeah, you're right. At Tata Motors, we have been pushing that quite a lot. And I can say quite confidently today that when sticking to this really hard and sometimes to the discomfort of our agencies, it's really worked for us. In the last two years, we've seen substantial change in the way people look at us. I mean, we've, one of the auto companies which have been growing consistently for about 30 months now, and huge change in the kind of brand perception. And it's all because of this rather cliched, but, you know, a cliched mantra, I would say. Do you think you're able to assign a role to different mediums? So what does TV do, and specifically what does print do, and the rest of them? I think we wouldn't be able to do justice to interconnectedness, as you call. If we don't assign very, very precise role to each media. And since we're talking about print, I'll begin with print. I mean, all of you have bought automobiles at some point of time or other. And there's no better way to showcase a car other than a full page print right below the masthead. So I think that really is one element of print that we keep dreaming of as automotive marketeers. There are the elements as well in the mix, you know. Obviously, the television part has a lot of emotions which is overlaid on the rather technical aspect of print. TV does the emotional part. Today, more and more digital does the selling part, you know. Thanks to the medium of digital, we can really cut and slice a customer very precisely and reach the right kind of person at the right time of the day with the right message. But the romance of print continues very much in the automotive sector. Okay, great. Do you believe, okay, if I have to right now say that between print providing you credibility, the entire conveying of visuals in an impactful manner, which you just mentioned, localization, a sense of immediacy, a forum for presenting new news like launches and also an antidote to fake news. Now, these are some of the reasons why people ascribe to using print. Are any which stick out for you and more than the others? Yeah, and while I just alluded to the romance of print, but it's not really so simple, you know. I've just landed back now, landed in Bombay now from a rather heartbreaking visit to Bangalore to discover in one of our dealers that we had a full page launch ad which generated the grand total of one lead. So that's the other side of the reality. So I think it's very, and when it's coincidental that we're talking about AI in this forum, I think a lot of hard work has to go into what kind of market, what kind of publication, what kind of print media deserves, what kind of a creative approach, you know. To me, you know, what you do in a magazine has to be completely different from what you do in a daily and it changes dramatically also market-wise. I'll give you, I'll go a little deeper into the example I just gave. It's from the city of Bangalore. It was a full page ad.  And it really brought me down to earth and made me realize that we need to put far more intelligence and data into planning even our print. Of course, we, I recovered a little bit when I realized that, you know, a similar, for the same product, long-form kind of media on print, which talked about travel studies, which talked more about the technical aspects of the car, had much more impact in Bangalore than just a plane advertising. So I think it's very, very important to put data behind the plan for print. It's not just buying acres of space on print, but think, I would advise the marketers to think behind the content, behind the tone and style before you go into newspapers. Believe me, it changes publication to publication city by city and, you know, I would say product to product as well. Great. Do you equally have a story of an ad of yours that got fantastic number of leads? Fortunately, I have more than one. Otherwise, I'll be without a job now. Yeah, but yeah, there are, you know, I have a very fond remembrance and since we're talking about Bangalore, I'll speak about Bangalore again. We launched one of our compact SUVs, the next one, a little more than a year and a half back. We went, while it was print, we inlaid a little bit of intelligence. AI, as we called it. And a customer could download an app and point his phone at the ad and he could see the car, you know, in 3D on his desktop or on the stable wherever the paper was. And very glad to say that we had a lot of, you know, public from Bangalore, taking images of the car, popping out of his newspaper and putting it on Twitter and Facebook. So that really worked well in Bangalore. So I think we didn't learn the lesson there, but I'm sure learned it today. Fantastic. So what we're getting out here is understanding not only your consumer but your market is becoming important and what kind of creative or messaging is really going to work there. And two great examples of where it did and where it did not. What has been your learning in terms of print also, or to do with interconnectedness of media, does print also impact digital activity, like whether it's sessions or registrations or stuff like that? Any synergistic impact? Yeah, it's interesting that you asked that, Vikram. So again, going back to the same example, I had to kind of retrieve my pride today. And what we realized that while the leads generated from that ad was one, we had a huge spike in the visits to the website from the newspaper ad. And then obviously turned around quite a few leads from there. So I think we also have to multi-dimensionalize our expectations on what to expect out of each of our print communication, not keep it just in the offline space. Today, I think the consumer is seamlessly flitting across the various media. And we'll have to broad-base our expectations beyond just leads, a brand, but really be inventive on the parameters that we measure our effectiveness as well. Okay, let me just try to get you to make some choices. You talked about TV actually building the entire emotional quotient. You talked about print building both visual appeal as well as walk-ins and sort of walk-ins to the dealerships. And actually digital for closing the sale. If you, we haven't talked about outdoor, which of course has its own role, and very, very active role in autos. In all of this, when it comes to crunch time and if you have to make a trade-off, which is the one to face the axe first? And last. I think it's safe to say that every day is crunch time for us, especially in Tata Motors with the kind of growth we're gunning for. I'll give you a data to kind of tell you the choices we are making. This year 50% of our spend is on print. I think that kind of answers your question of all ATL 50% is print. And it's not that we've been doing out and out call to action advertising or promotional advertising. We've done quite a bit of launches as well, but again, I go back to the point I made earlier. It's not just buying space. I take a bit of pride and thank my media agency as well. A lot of data has gone. Today we have repository of data. Again, machine learning I would say where I can say that if I launch, if I release an ad in this market, this page, this size of ad, I know approximately what is the kind of leads and what's the kind of web visits I'll get. So somewhere, there's a bit of machine learning AI in that as well. Brilliant. Okay, so for all you Naysayers, here is one of the most successful auto companies in the country spending 50% of his money on print and planning to keep it that way from whatever I can make out. You said this more than once, this entire piece about the empirical results coming from print. Now we know that Tata Motors is known for the analytical rigor that you put into place.  Give us your tips on what has worked for you in print to reduce the cost of inquiries by publication. So for example, how do you reduce cost? What is your some cheat codes that you can give all the people out here? Which are the top responsive markets to print inserts? Which are the publications which deliver highest response?  Do you use long tail publications or just the top ones? Basically, I'm now just getting into a little bit of the gory stuff. But if you can leave the audience with some kind of cheat codes and something that you picked up through empirical data, that'd be valuable. Yeah, I think I can spend the evening talking about the data behind this become, but the cheat code basically is to follow database trends with a high weightage for recency. I mean, I think the Indian consumers are changing very rapidly. While his fundamental behavior doesn't change, there's a huge weightage to be given how he responds to the market, the economy and many other things in the last four or five months. So as I said, we are building a huge amount of data to really kind of, before we release an ad or before we release a campaign, using the data we have, there's a number we can kind of pinpoint. And that's what I would advise all the print planners, media planners here, use data, factor in the recency effect, and stick to that is what I would advise, yeah. No, I'm not going to let you off, so you'll have to be more specific. Do you think large size ad works? The large size ads work more than small ones or which one wins, large or small? I would go with the large. And how important are positions front page versus inner pages? Very important, I mean, most of the time- Who I was hoping to hear the other way, because it just seems to be limited in when the papers are selling. I know, I know, but we were just talking outside. October 10th this year, it took me quite a long time to reach the front page of the Times of India. I think many other marketers feel the same way, but having limited money, I tell my team to err on the side of, you know, page position rather than size. Page position of a size. Okay, so do you feel, it's not a question, but do you feel regional publications work better for you or national publications? Yeah, so I was just looking at some data on the flight. I think the entire industry, the print media is growing because of regional, you know. And not only the economy, in fact, is being bolstered by the smaller towns, the regional languages, the Indic languages. And I think the future is in going regional. Excellent. We're getting a fair, again, the take out that I'm getting is, I think the data that you really measured is what inquiries or leads, or is it? Those are the immediate benefits. Like I released an ad today by afternoon, I start measuring the leads. But there are, obviously, the brand parameters also that we follow, probably over a month or so. And you do, when you say tracking, when you say tracking prints impact on that? Yeah, so not to forget the hits on our website, which, in fact, starts before we start tracking the walk-ins to our showrooms. And you're able to attribute them to the different mediums, print versus digital versus TV? Yeah, of course. We know exactly which day of the month or which is the area that we've released the ad. And we can localize the web visitor to where he's come from. So that's quite basic. So great. There's a lot of empirical stuff in actually establishing the entire magic behind that 50% budget that goes into this, into print. So now let's close up this conversation by actually talking about how to extract the greatest creative juice out of print.  I think you use a key very innovatively to which brand was that? I think you use for customized test drives for Nexon. So you, for Tiago also, I think you used, was that a key or was that a virtual reality? So you use a whole lot of technology for these kind of things. But you've also been spending a lot of time on making sure that the visual appeal of the advertising is good. Now we all know, like for example, one of the famous ads of all time, ads was at 60 miles per hour, the only sound you hear is of the clock ticking, the Rolls Royce one. Now what will it take to get that kind of magic or your kind of magic to become the norm from what we see? I'm not very impressed with the sales day ads that I see in terms of creative capability. I'm a strong believer in classic advertising approach. I think firstly, we need to give the creative agency time to really sink in and kind of get a feel of the challenge. Give the creative guys time to really get the juices flowing. You can't give them a brief today evening and ask them to come back the next day with a print ad. You'll get, I don't want to use the negative word, but you'll get the kind of leaflet kind of advertising. So I think the advice I would give is follow the process, prepare a very disciplined brief to your creative agency, give the agency time, embed them as part of your own team, embed your problems and your successes into the creative team. And the most important, what we've been doing well at Tata Motors, I think, is to really enhance the interaction between the various creative teams of digital and offline so that there's a very, very seamless approach and there's a good exchange of ideas and thinking. So to put it simply, give the agency's time, embed them closely within your own team, let them feel the problem as it is theirs and I'm sure the creative masterminds will do the job. Great, thank you. I think with that, we're coming to the end of our 20 minutes allotted to us. I'm definitely getting the impression that print is a medium which is clearly there to build your brands if you know how to build them. What Vivek has just told us is whether it is the kind of focus in which they spend on how to develop the creative so that the, I love the word that he used, romancing the entire visuals and romancing the consumers with the kind of visuals and actually taking that pain and bringing it out on your whatever be the print format, be it magazines or newspapers, it's actually being able to understand how the various mediums play a role in the interconnectedness of it all in actually delivering the final results and then actually having the ability to set yourself the KPIs and then measuring, tracking the data and then actually seeing what works. His entire ability, I think the detail which is the same to get into in terms of going down to micro levels to see which kind of customization of message to do for what kind of markets, what where are you likely to get more results. There is artificial or not, but there's some real fantastic intelligence at play out here. Thank you so much for all these insights. Pleasure, thank you. Thank you everybody. And thank you both for being on the stage of E4M Conclave 2018. We'd like to say thank you to both of you. May I please invite on stage Mr. Vinod Srivastava, Chief General Manager, Strategy and Brand Development. Then Ijagran, good evening. Request you to please do the honors. Once again, we'd like to thank Mr. Vivek B. Srivatsa and Mr. Vikram Sakuja. Thank you Vinod for doing that. Thank you both so much. Thank you. Ladies and gentlemen, that time of the day when we once again share with you our partner films once again saying thank you to each one of them. A part of films coming up right there on the screen. Okay, we have our final Twitter winner. I'm going to invite on stage Anjana PV. Hi Anjana, come on up.  We've been running a Twitter contest just in case you've just joined us. The most innovative tweets going out. Congratulations. That feels like good fun. Yeah, that's for you. And thank you Anjana for being here with us today. Okay ladies and gentlemen, the next man standing is a veteran at Lenovo IBM. He led the formation of the pioneering and much talked about Lenovo Global Marketing Hub in Bangalore. He led the marketing communication and advertising globally for Lenovo in that role and was instrumental in launching multiple global campaigns besides establishing a WW market research and analytics functions in Bangalore. The Lenovo Hub model henceforth has become a case study and has been adopted by many large organizations. He's currently the CEO of Lenovo India. Please welcome on stage Mr. Rahul Agarwal, who will now be talking to us about AI implications for organizations and the individuals. Am I audible? Am I audible at the back? Okay, I must say it's a little unfair because I'm the last speaker I'm told before the party begins. And the second part of unfairness is that I've been asked to speak on something about which I know very little and leave aside expertise. Like most of us I'm trying to still learn my ropes on what this subject is. So let me start by asking you had four and a half hours of intense discussions on AI and I saw some very magnetic and powerful people who have come and spoken to you about. So has it improved your understanding of AI greatly? Do you feel semi-expert or half inexpert? Any yes or no? It can't be quite, guys. Party is just going to start, right? So you can start showing some energy now. Do you feel like an expert? More lost, okay. So if the answer is not a firm, no. I think that's absolutely fine because we are all in the same boat. In my view the theater of AI has just begun and there are shows going on all the time and this is one of the shows and I think queues us to the organization for choosing the subject and the attendance of this event I think is a testimony that people are keen to understand. But there's a lot being spoken about AI. It's this black box where people don't know what's really inside the black box. In this nevelous cloud which is kind of floating around us, people are talking about impossible stuff being done by AI. There is FOMO, fear of missing out. There's also fear of being irrelevant. And there are some people who are talking about fears of machines ruling the human beings. So I think it's a fairly interesting subject and why am I here? The role that I am doing today is not really AI. But AI is relevant to all of us. So I was told that this community is largely a marketing community, a community who are dear to me because I was a part of this community till some time back.  And I was told that to bring out a flavor from a brand. How many of you are just a razor van? How many of you work for what we call brands, organizations? Very few. And how many are from the creative side? Then what are the rest from media? Media? Alright, so I think you need to analyze the crowd because this just added up to 30%. So is there some category that I'm missing? Just shy, tired. Alright, so I'm going to assume that it's mostly creative plus media. So I was told that hey bring out a flavor from an organization point of view. What is it that is bothering you? And how are you really going through this hazy path? Couple of things that made me feel comfortable with the subject was one, Lenovo is actually doing a lot in AI. We invested, started investing about three years ago. We've spent millions, hundreds of millions of dollars on AI. And the results have started showing. We've also invested in about 8 to 10 AI companies. And in the next 12 months, we are going to roll out products which will have AI as its backbone. So it's quite relevant to me and there are a lot of conversations that are going on on what can AI do for Lenovo. So it's quite relevant but I must give a disclaimer that my own understanding is fairly primitive and what I understand kind of gets dismissed after three, four months. So we're all together trying to learn this and see what is implication on us, which is a theme of my page. So I don't have a clicker. So who's going to, is somebody going to click? This is in the podium. Okay, so you know I'm assuming that most of you have had some interface with AI. So when I was building the deck, I just wanted to probably put some basics to really reinforce that AI is not this fancy thing which is sitting in some other planet but it's touching a life already. So all these things when you talk to, I don't know how many of you have a Lenovo PC but when you talk to our after-sale service on the chat window, you may be talking to your AI-based chatbot, not a human being. Smart assistant and smart speaker. Again, they use AI as a foundation to really be of assistance to you right there and then when you want it. And we've all been served ads, right? We've all been served ads and many of us click on those ads and that entire Google machinery is based on some of the most powerful AI engines. I think that is one organization which is really leading the whole application of AI. And social media, what gets served to us, we don't know but what is getting served to us is customized based on our preferences and this is getting more and more sharper and the content is getting more and more customized without us realizing. Just sit with your friend and go on a social media and just go down. The sequence of content will be very different. So I think this is clearly a proof that AI is right in front of us. So what is AI? I don't know, Ashutosh, you must have covered it but to me, I'm still trying to understand what is AI and I don't know if people are clear about it because the definition of AI is one thing but to really understand what is AI is important before we get into the implication on marketing and organization and on us. And this is one definition that I like a lot and the key word here is human brain. Now machines have outperformed human beings when it comes to the mechanical movement, right? Look at the cart, look at the automobile, machines in the factory so that's no big deal but they always needed a brain, a human brain to manage the machine. Now AI for the first time is saying that hey, can a machine actually mimic what a brain does and in fact does a better job out of it. And how can you do that? Because brain is a very complicated structure for two or three reasons. First is brain has a lot of emotions, emotions complicate life. Emotions complicate everything. Do we agree on that? Absolutely. Number two, a brain can get fatigued. After a few hours you will feel tired, your efficiency will go down.  Now computer possibly with the right formula and algorithm can do all this at a much better scale at a much much better scale. And the other key difference between AI and whatever has happened from computers and other analysis or analytics is that AI tends to make the machine learn. So even with very little data, very little data the algorithm can actually learn on its own and come up with stuff that has not been programmed. And computerization till now has been all about programmed stuff. So if you need a brilliant software analyst and a programmer who will predict the output but use the computing power but the key word here is learning. So if computers can learn they can do a much much better job than what a normal human brain can do. Of course it has limitations as I think we've heard from the panel. Again a couple of charts. AI is not new, it's been around 1940, 1955 but nothing much happened till about 1990. And it's only in the last two decades that people have been talking more about it and only in the last six to seven years when it's really becoming hot. So what is the AI continuum? I still want to spend a few minutes trying to help all of us including me understand what is AI. Now there are three parts to the continuum or to the spectrum. First is analysis. Now data analysis is something that can be done by human beings.  Where human beings really pretty much analyze but computers can help. Second is analytics. Now analytics for the same data can tell you who are your most profitable customers and who are the customers who are likely to come back to you. Analytics can also tell you what are they likely to buy in a limited way. Now AI is actually just an extension of this. It just goes a few steps forward and says look you've analyzed the data, you've got some analytics but AI can actually reach out to those customers on its own with the customized offering and actually give a pitch. And that is where AI starts replacing human beings in some ways and which is why we all are all talking about the jobs getting killed or replaced by human beings. But it's a reality many of the email marketing jobs will become obsolete. Email marketing is surely not going to happen. Targeting, segmentation can be done automatically if you have the data. So that is how you go to remember AI. It is not something fancy that just like a blockchain. Blockchain is very difficult to understand and explain. But this is actually just deeper analysis with the power of brain and something that learns on its own. So why is AI gaining prominence? Don't want to bore you with the stuff but data. There's so much of data being generated. All the data that we have today in any history is 90% of that was created in the last two years. That's the kind of data we are creating. Computing power, I think everyone knows how fast the computing power is growing and how it is actually getting commoditized. Anybody can get access to the supercomputers today. And lastly is the algorithm. I think Google again has taken the lead and the whole beauty of their programming and the whole beauty of reasoning which actually lays a path for any AI engine to function is happening now. So it's basically the convergence of these three factors that is really making AI explode. These are some applications. Some of them are there in India. Some of them are not there yet but in many parts of the world these applications are alive and they are making a difference to how people either provide services on products or receive products and services. So I don't know how many of you have heard of this. I think everyone has heard of the deep blue. But can anyone stand up and say what is the common thing between these three? So these are our examples. So these, there are three examples let me show. So on the left is Gary Kasparov. He's supposed to be an extraordinary, he's supposed to possess an extraordinary brain which can possess, process information much faster than normal human beings. Because when you're playing chess there are millions of permutation combination on every move. So for the first time a computer could beat it and nobody can program anyone how to play chess because the permutation combinations are so huge. Secondly Watson, again IBM has done some path breaking work on AI. This is a game called Jeopardy which is played in the US, very complicated game and you know there was this game that was played sometime back and again Watson was the winner and people just didn't predict it. And lastly there's a game called Go. I don't know how many of you are aware of Go. It's a very complicated game, very complicated game and everyone predicted that look there's no way any computer can beat anyone on this game and the same happened. So these are some extreme examples. There are some daily life applications but this shows you what the power of AI is. And remember this happened 20 years ago. 97 is then Deep Blue defeated Kasparov. So now let me actually come to the subject which is what are the possible implications of AI to an organization like Lenovo. And it's important for all of you to understand because if you're working for an agency then this is relevant for your clients. And if you can partner with them in this journey, I think you'll get a better place in their space. So first is product innovation. Can we actually give customers what they really want? Do we have products which are based on AI like voice assistant? But more importantly, can AI help you to build products which customers really need? Analyzing all the data that we have. Rising, now it's one of the most complicated subject is rising. In our consumer business we sell more than 100 different SKUs. And they're sold in different routes and it's a very difficult task to decide what to price, where. And no human mind can do it. And at the end of it it's fairly subjective, it's rough. I think AI can help us do the optimal pricing for maximizing our profitability. People, now this is where AI has not really been used but anybody who has hired people knows how subjective that whole process is. Despite some test and assessment and all that. But AI can actually help us tell who are the people who are more likely to succeed because of the cultural fitment, because of their capability. And this is a huge, huge value that can happen to organizations. Marketing, I'm not going to spend time on it because I think enough must have been spoken about it. But this is something that is happening, right? A lot of this is actually live. We do digital marketing and it's customized. Google and Facebook and other folks tell us, hey, give us 29 creatives and they will be served to 29 different kind of customers. And that segmentation and positioning is constantly changing based on what your brief is. Retail and distribution. Now again, it's a very unstructured field. We have about 10,000 stores, small or big in India who sell Lenovo. Now which city should have how many stores? Which town should have how many stores? What is optimal detail footprint that we require? It's all very subjective. It's only based on some rudimentary analysis. And there is enough evidence to say that if we have the right data over the last few years, an AI engine can actually tell us. And I'm sure the Watson engine actually is ready today to do that. And the last is after sales transformation. Can we actually do preventive maintenance through AI engine self-healing PCs or chatbots which we use today? And by the way, a lot of companies have started using chatbots. So this tells you that all the four P's of an organization can get vastly enhanced by AI. And it's up to organizations to decide whether to be a follower or to take a lead and get that competitive edge. So in essence, these are the three things that AI can bring to an organization, to any brand. First is better customer focus, better products, better targeting, better pricing, better availability. So absolutely, I think the goal of all organizations finally is to serve the customers in the best possible way. And if you do that, the shareholders value gets maximized, your bottom end line gets maximized. So that's the overarching benefit. Second is efficiency, cost. You do things faster, you scale up faster. And lastly is product because sometimes you don't realize how difficult it is to innovate a product. And if you look around, you'll see there are very few companies who are able to do a good job of true product innovation. And the reason is that the whole process is very flawed and it's way too subjective. And I think AI can play a big, big role there. So how's the Lenovo using AI? I think this is the last part of my presentation, having tried to explain what is AI and what is the implication of AI for an organization where it can potentially touch all aspects of the organization. And by the way, you know, it's like what happened in the last 15, 20 years? Two things started touching all aspects of our life. One is computer and second is internet. So we can't even imagine what it can do. Any function, any process that an organization is doing today can be done in a vastly different manner with the intervention of AI. So these are some of the things that we are doing.  And we have globally thousands of warehouses where we stock. Now which spare part to stock where is extremely important because if you don't get your part the next day, you know, our CSAT goes down. So we are using a very advanced AI engine to do the stock planning, again based on past data. This is on the cusp of analytics and AI because this is very high-end analytics but, you know, the AI engine is actually now meant to automatically order and reorder for each of the warehouses. So this will become kind of auto mode. We're also, there is a case study we've done. There is in China, we are doing a diagnostic assistance for cancer where, you know, we've done a prototype where remotely just by looking at the cells of the cancer, experts in the US can actually tell what is the degree of the cancer and what is the possible treatment. And we all know that while cancer is by and large a much better disease to treat but a lot of people still run to the developed markets to get it treated.  We already used chatbots for our after sales service and I, you know, I had the opportunity to look at a retail solution that we have where we have what we call a manless store.  It will recommend your bag and then when you check out, it just looks at your face and it will debit your payment which is linked. So you can just walk in and just walk out in about 90 seconds with your bundle of goods. So it's an amazing solution that we have. And I don't know, we might not launch it in India because there's no shortage of people here and pilferage is a big issue. But I think a lot of our European and US markets are getting very excited with this solution. Now some of the other things where we are doing research, I think speaker we've already launched. There's a smart service assistant which will go beyond the chatbot. The speech activity recognition. So when people are talking to us on the call center or after sales, depending on their voice, you know, our pitch will change. And this is very important when people are agitated when this problem is not getting solved. And smart supply chain. I think supply chain in the industry that we work in, whether it's phones or computer is very complicated. So we are doing some advanced AI trial there. So NetNet, you know, I think Lenovo is, I would say it's got one foot into this and we have realized the potential of AI. One more example which is not mentioned here is ShareIt. How many of you have heard of ShareIt app? So who owns ShareIt, do you know? So ShareIt is owned by Lenovo. Yeah, it's a stupidly guarded secret. And do you know how many active monthly users are there on Facebook in India? Somebody spoke about it. How many? 200, 225. And India is the largest market for Facebook. Guess what the number is for ShareIt? 200 million. 200 million. So it's almost there. So it's an amazing asset that we have and they use, they're using AI to serve proactive videos.  They may not be the best today, but that is what is also using the AI engine. Now, what is the implication on all of us as individuals? Why do we work for an organization and forget that you have clients that you've got to cover? I think one thing is we've got to feel good about the fact that it will make us more productive. It will declutter our life. I don't know, self-driving cars in India, I keep telling people, it's impossible. It's impossible and people dismiss it. But that's what they say, but forget that. But smart homes, smart refrigerator, it will make our life very, very convenient. The refrigerator will order on its own, the washing machine will order the washing powder on its own. The smart home assistant will do a whole lot of things that today you can run around. So it will make our life better. It will also give us better choice. Today, if you want to buy a computer, tell me, is it an easy decision? Or a TV, let me not buy it with a computer. When I want to buy anything, it's a mind-boggling journey. There's so many permutation combinations and there is no guide to tell me what is the right product for me. If my daughter came to me sometime back and said she wanted to buy a computer and I was like, I just put her on to the product manager who confused her further. Nobody really knows what is the right product. Even my product manager could not tell my daughter what is the right product. In the end he says, how much does your father want to spend? And my daughter actually came, she's 10, so she didn't know that she should not be asking me this question. She should be going for the lowest price product, but she actually came and asked me. So this is how confused we are about what to buy. I think AI will help us choose our products better. Investment, all of us invest in mutual funds and this and that. Again, nobody knows what is the right thing, but based on AI models, different profile of people will get the right choice. So I think our life will definitely improve as a customer, as an employee. Again, I think our productivity will improve because a lot of jobs will be done by AI engines. And we'll be able to do much more than what we are doing today. So I think you'll be able to show a lot more value to your clients on media management. Creative efficacy, the whole ROI measurement. I think there'll be far more effectiveness if you have the right AI tools. And the other thing is about, you know, skilling. There is a fear of being outskilled. I think it's a little over stated because when industrialization happened and when computerization happened, they all said that the machines will take over the humans. But that never happens because we have uncanny ability to not just ride over technology, but ride over technology and master it. So while there are some fears of AI reaching the source of human cloning, you know, and one should have the humility to say one doesn't know what one doesn't know. But I think by and large, the future is always full of hope as well as paranoia. And I think, you know, we need to stay calm and we need to learn, just know what's going on, which is my last slide. Therefore, what does it mean for all of us? I think it means that we first need to know that this is happening. And this is not just a small technology change. It's a massive technology change that will affect all of us in a good way as well as in a not so good way. And the not so good way is that we will get out of our comfort zone. All our jobs will get affected. All our jobs will get affected. Somebody like me worries that what if my competition takes a lead? That's a big worry, right? If my competition takes a lead, then they have a better competitive edge, right? As a consumer, I'm happy with the stuff that is happening. But in my current, in my role, I'm worried about it. So I think all of us need to improve our understanding. And I think attending this meeting is maybe the right thing to do, but that's not enough. We've got to go back and keep improving. There's a lot of published material by McKinsey. I think there are three organizations who are doing path-breaking work. McKinsey, IBM and Google. And McKinsey is actually on this path of publishing. They're sharing what they're learning. So we must educate ourselves. And keep up-skilling. I'm sure there'll be a lot of AI stuff that will come out. A lot of courses will happen. A lot of digital courses will happen. And lastly, as I said, it's important to keep calm and not get paranoid. Because people do get paranoid. And there are, you know, Jack Ma made a statement that millions and millions of people are going to get employed.  We must remember what he said. But I think we must also keep our calm and know that nothing is going to happen overnight. No change in this world happens overnight. Very few things happen overnight and completely change our lives. So as long as we are keeping our ears on the ground and, you know, keeping ourselves aware of the implications and skilling, I think we are good. So I think that's about it. And I've completed my time slot. We don't have time for Q&A. And anyway, I'm not the expert on AI. I was asked to share my view. I've done that. And hopefully some of you will remember what I said. Thank you. I'd like to invite on stage, Shilpa Shetty, National Sales Head, BTVI, to please present a memento to Rahul, a way of saying thank you for your time and your participation. Thank you, Shilpa, for doing the honors. And thank you, Rahul, once again for your participation here at the E4M Conclave. All right. One last time we'd like to thank our partners presenting partner, Denik Jagaran. Do you know who beats Denik Jagaran newspaper? It's only the milkman. Denik Jagaran is the morning ritual of seven Kuroh Indians. Co-powered by AVP News, Aapko Rakhe Aage, Gold Partners, Zerka Digital Solutions Private Limited, Adum Ventures Private Limited, Media Reimagined, Strategy Partner, Luxury Media Group, India's largest integrated advertising company. Co-Partners, BTVI, Business Television India, India's premier English business news channel. Gifting Partner, Bio Ayurveda, Organic Luxury, Live Webcast Partner, 24 Frames Digital. Thank you to all of you. Ladies and gentlemen, it's that time, that moment that all of you have been waiting for. We have been waiting for. We're now going to present the Influencer of the Year Award. Now, this is something that I see a lot nowadays, that unleash your influence, not your authority. Influencing is the new age mantra in the world of business, and influencers are the new age royalty. Luckily, in the media advertising and marketing industry of India, we have many, many mavericks and many, many influencers who've contributed with their great vision and great leadership. And so it was in the year 2016 that we decided that we must present the influencer of the year award to such visionaries who give us great leadership and take the industry to an other level all together. To present this award, I'm now going to invite on stage Dr. Anurag Bhattra, Chairman and Editor in Chief BW Business World, Mr. Nawal Ahuja, Director, Co-Founder, Exchange for Media. I'd also like to invite on stage our past winners, 2016 winners, COO Viacom 18 Raj Nayak. I'd also like to have on stage 2017 winner Country Manager WPP, CVL Srinivas. We'd also like to invite on stage Ashutosh Srivastava, Chairman and CEO Asia, Middle East Africa, Russia and CIS, Mindshare, and Mr. Rahul Agarwal once again is CEO Lenovo India and Mr. Vikram Sakuja Group, CEO of Madison Media and OOH Madison World. Mr. Harish Sreem, can you please join us on stage and Nazir Rahman Editor, Exchange for Media. Please join us here on the dice. I'm now going to request Dr. Anurag Bhattra to please tell us who the winners are. Okay. First of all, please give this, literally this is like 90% of the Indian media industry here. Right? So please give them a big round of applause. And at our events there are cameras. If you clap, you don't get liquor. So, can you clap louder for the people who are presenting? So, we started the Exchange for Media Influencer of the Year award in 2016. We only do another person award, which is called the Impact Person of the Year. On 7th December it will be the 14th Impact Person of the Year. And the Impact Person of the Year, we do it through a process which is driven by Nielsen. We poll 1500 CEOs, leaders from the media advertising communication industry. And we don't have a say beyond deciding amongst the top three. Then, and we always felt at the end of the day, we are an editorial-led company. We know who's doing well in our industry. So, we should be able to decide it amongst our editors. Traditionally, Noor, now Nazir at ExchangeForMedia.com, Shravna at Impact, the editor of Pitch, Abhishek at Samachar for Media. So, three years back, we said let's start this Exchange for Media Influencer of the Year. People who influence the industry in more ways than one by building their own businesses, by leaving an impact beyond business and in somewhere community leaders. We also said let's recognize people who've done great work for some, but for some reason haven't won the Impact Person of the Year. So, I was deciding, everyone who's won the Exchange for Media Influencer of the Year in the last two years, this is a third year, should have been an Impact Person of the Year, and I really mean it. Because we do it through a Nielsen survey, and in the top three, Meen Aval and Noor have traditionally decided. So, that's how we launched it. And so, Mr. Rajnaik, who doesn't really need an introduction, was the Exchange for Media Influencer of the Year in 2016. Mr. Srivil Srinivas was the Exchange for Media Influencer of the Year in 2017. This year's winners are two joint winners. They come from a single company, and I keep saying to Nauval and to my edit colleagues, both in Exchange for Media and Business World, that we have to discover trends, ideas and people before they get discovered, before they become big. So, tonight's winners and they are joint winners. They run a company jointly. There's a founder and there's a co-founder and president. So, tonight's winners are people we believe. They're at the cusp of being discovered. They're already very big, but I think they're on the cusp of being discovered. So, tonight's winners are the founder and CEO of Daily Hunt, Virendra Gupta, who's here, and Umang Bedi, president of Daily Hunt, who today couldn't be here because by the time we reached out to them, he had already planned something. But we'll have him on video. You'll see an AV about Virendra. You'll have an interview with him. But just to give you a background into who he is and Umang and Daily Hunt, Daily Hunt reaches out to about 150 million Indian audiences in a duo polluting of Facebook and Google. This is one Indian company we exchange for media belief can challenge that. And just to give you a perspective out of the 20,000 crores that get spent in digital, about 14,000 crores goes to Facebook and Google, 10,000, 4,000 crores. So, I believe this is a company that possibly can, and I'm sure you will be able to create an Indian digital media behemoth. So, we celebrate your success, but we know that you're at the cusp of making it even bigger. In some way, it also signals that the, if you look at our winner in the first year, he is a media professional. He's been an entrepreneur. The second winner was a CEO of an agency who is the leader agency, but he's taken it to another level. And today, tonight's winners are two individuals who are building, let's say, possibly the biggest digital media company India will have in the next five years. And the beauty about what they're building is that they're not only in English language. When you talk to anybody in the digital space, when you ask him what is the next big thing, the thing they tell you is the growth in Indian languages. Veeru as Zurender Gupta is called, and I share my birthday with Umang's dad, right, are making sure that the Indian language commitment is not just something that is said to be on stages, but it's something that they're really investing in, and I wish them luck, and I'd like to call Veerinder Gupta on stage. Thank you. Please give him a big round of applause. Bigger. Veerinder Gupta or Veeru, as he's fondly known, is a rare visionary. Founder and CEO of Daily Hunt, Veerinder Gupta pre-emptied the consumer internet ecosystem as we know it today. He acquired News Aggregator, News Hunt, towards the end of 2011, rebranding it into Daily Hunt in 2015 and making it a leading platform for content in local Indian languages. His consumer internet venture has been a blockbuster. Daily Hunt had only 800,000 monthly active users at the time of the acquisition. The News Aggregator has now amassed 155 million monthly active users. Around 70% of the app's users are from tier 2, 3 and 4 cities. Earlier this year, Daily Hunt had appointed another visionary to take the story of the company forward. Mr. Umang Bedi was brought on board as Daily Hunt's president. He leads the strategic thinking and operational business delivery at Daily Hunt. In the past, Mr. Bedi has led the Indian businesses of multinational companies like Facebook, Adobe, Intuit and Symantec. Daily Hunt is emerging as the local David to the goliaths of Facebook and Google. For their pioneering venture and steering a company to path-breaking success, we award the platform and its commanders Veerinder Gupta and Umang Bedi the influencer of the year 2018. Veerinder Gupta has really revolutionised the Indian telecom industry and now the mobile internet industry. I think Veeru has always been at the cutting edge of leveraging technology for mass use of people in this country. And I think now with Versailles having acquired Daily Hunt and really scaled it up substantially, it has become the go-to portal of choice and app of choice for a large number of audiences in regional India who depend on regional language content both in television as well as in print and consuming it through mobile phones and smartphones. And I think it's that way that he has caught on and the way the product is delivered to the audiences that has really made a substantial amount of difference. I think the other thing that really stands out about Veeru is the fact that he's really built a world-class team. I think it is a testimony to Veeru's leadership that he's built not only a fine organisation but also a fine team which is doing substantial amount of work in the mobile internet space in India. I've known Veerendra Gupta or Veeru as we call it right from the time he joined us as a trainee in BPL mobile. I remember him being extremely good at his work hardworking, wanting to learn and was quite innovative. I met him a couple of years ago after he had set up Daily Hunt and I admire the fact that he has actually been able to set up a large media tech company and succeeded at that. You rarely come across a guy who speaks his mind as clearly and as simply as Veerendra does. He is I think the person in this company who is most focused on consumer experience. He's our largest tester. I've been with Daily Hunt for close to 11 years and counting now. It's been an amazing journey. I think Veeru is one of the most sharpest and intuitive brains that I've come across. He's got a very keen eye for detail and he's a visionary of sorts. He's been able to smell opportunities when they are miles away and that's what makes him a very successful entrepreneur today. He's extremely grounded and his victimity and both these qualities show up in both his personal and his professional life and that's what makes him an amazing human being to work with. He was very clear right from the start that internet in India whenever it will happen it's going to happen around languages and that's the dream that he has lived while he's created this company called Newsant. I feel super thrilled and excited to know that Daily Hunt is winning the award of influencer of the year so my heartiest congratulations goes for Veeru, the complete team of Daily Hunt and all of us feel excited me as a person as well as the whole of Amarujala group so our best wishes for their journey. Daily Hunt under Veeru's leadership I would say has become so big that all his competitors are actually enviable to the heights it has actually reached. When he has to express himself whatever is in his mind he actually speaks. So it becomes very easy for people like us when we work with him what his expectations are we have been able to double our reach in India which according to me is no small feat. Daily Hunt is a very collaborative and aggressive culture most of the people here are self motivated they are driven by goals I would say this would not have been possible without Veeru's visionary and thoughtful and deliberate leadership he drives us very aggressively he challenges the status quo so he is a true inspiration for everyone here I know Omang for almost a year he is a very respectful person in the industry his achievements are larger than life like he has achieved so much in such a short duration I would say he is the face and the force of Daily Hunt everyone here has so much to learn from him so much to basically learn from his experience and I congratulate him for this award I have known Veeru for over the last 10 years Veeru is an extremely passionate and hardworking individual who is extremely down to earth and humble I have seen Veeru transform Versa and Daily Hunt from a value added services application to India's largest media platform it has been an amazingly inspiring experience for the team from the Daily Hunt led by Veeru himself I wish him all the best in the future endeavors and all the success he has truly put India on the map what's noteworthy is Veeru and his super talented teams relentless focus on innovation and building technology enabled products and destinations for the real Bharat Veeru is truly an inspirational leader passion, focus and energy his laser sharp approach to building value for all stakeholders included he brings an infectious approach to everything and it has been truly an amazing and learning filled experience of working with Veeru most importantly he is a great human being Veeru and I came together on this journey with one goal and one goal alone like the largest in the platform that's going to empower the next billion Indians to consume, socialize and discover content that informs, entertains and enriches their lives and it's been the most amazing entrepreneurial journey I think for me Veeru and I have been like brothers we've been brothers because we're so aligned in our thinking he understands Bharat at the grass root level I understand scale and scale of businesses and we are so complementary in our skill sets you know in life you need an elder brother and I think for me that is what Veeru stands for to present the trophy and Umang Bedi president the exchange for media influence of the year award 2018 is confirmed upon daily hunts founder and CEO Mr. Virender Gupta and president Umang Bedi for their outstanding vision and pioneering adventure that is shaping consumer internet for Indians living outside the top metros as the founder of the company Mr. Gupta preempted the consumer internet ecosystem as we know it today he acquired news aggregator news hunt towards the end of 2011 rebranding it into daily hunt in 2015 and making it a leading platform for content in local Indian languages daily hunt has been a pioneer in the area of local languages offering engaging content in 14 languages under his leadership daily hunts user base has gone up from 8 lakhs at the time of acquisition to 155 million monthly active users as of October 2018 in a career spanning two decades Mr. Gupta has served in various leadership roles across the industry and finally became an entrepreneur in 2007 was innovation the parent company of daily hunt was launched in 2007 as a value added service company today Mr. Gupta is a key influencer and a thought leader in the consumer internet world shaping the dynamically changing industry for India earlier this year Mr. Bedi former Facebook India head joined this rapidly growing organization as its president leading the strategic thinking and operational business delivery of the organization he has been instrumental in developing the roadmap for the next billion users at daily hunt exchange for media wishes daily hunt faster growth and a new rock battle November 16, 2018 Mumbai Thank you for doing so I request you to please take center stage and present the influencer of the year trophy let's all put our hands together in resounding applause for the winners this year the influencer of the year jointly being shared by Mr. Gupta and Umang Bedi many many congratulations ladies and gentlemen the applause has to be better than that thank you this be over without you sharing your thoughts with us on this occasion first of all I'm missing my partner and brother Umang Bedi here I so much wish he was here to receive this award with me unfortunately he's travelling and could not be here on his behalf and on the whole daily hunt team behalf I humbly accept this award thank you Anarag thank you Nawal, thank you the whole team for spotting us and awarding this award it's a bit overwhelming to stand among such dignitaries and receive this award we are just getting started as you know daily hunt's mission is to bridge the digital divide and we proud ourselves as one of the Indian companies which is trying to fight the digital dominance of Google and Facebook we have 150 million monthly active users and over next couple of years we'll be about 300 to 350 million monthly active users serving the Bharat audience and we're going to be a big brand for digital brands who wants to reach out to regional audience we stand at the intersection of technology, content and advertising and very happy to be part of this fraternity and we look forward for more such participation this award is a belief by all of you in us and we are just getting started on behalf of full daily hunt team, Umang and myself we want to thank you a lot for this celebration, thank you very much thank you for those words and we hope your daily hunt of awards has just begun, thank you all for joining us to present this award to him and congratulations to you once again before you leave stage please come together for a group photograph India we finally have the option we're looking for Mr. Bhattra alright thank you so much everyone I'm going to request Mr. Navala Hoja co-founder and director exchange for media group to please render the vote of thanks congratulations congratulations Virender and Umang Umang who's not here right now, daily hunt of course as he said is just starting thank you all for being here thanks Rahul I am doing the you know unenvious job of standing between you and the drinks so I'll be quick thank you to all the speakers Rahul for flying from Bangalore especially to do this Rahul called me two days back saying you have such an illustrious set of speakers and you put me towards the end I'm not sure I'll have anything to say especially after Ashu has gone on stage and spoken about how advertisers and agencies are making use of AI and machine learning but I think Rahul judging by the cloud response you've done more than justice to the last lot as I said we kept for you to keep people in the room to Tamara especially for having flown all the way she was supposed to be initially here in India for work as well as for this conference but 30 days back her work got cancelled but she still kept her commitment so thanks to Tamara Mr. Sodi who I think I don't see him in the room so I think he's left already thanks Ashu again for changing your other schedule I know there are a lot of competing commitments these days especially to take care of multiple reasons in the world with varying time zones so thank you for making it here and as Anurag was joking outside AI and machine learning is one thing but I think AI has to first start beating human stupidity so one day we'll perhaps put them both up against each other thank you for being here thank you to all our supporters partners, well-wishers who made this event happen third year of the influencer award the illustrious set of winners I'm sure next year will be bigger before I go I just wanted to invite you all of you to our impact person of the year which is the 14th year this year which is on 7th of September December at the same venue it's a Friday so do mark your calendars and I look forward to seeing you there the bar is now open so please enjoy the evening thank you Naval well AI will never be able to match human stupidity ever ever ever thank you ladies and gentlemen for the wonderful audience you were at the 16th edition of our flagship property E4M conclave 2018 this is your host Geetika Ganjudhar saying I had a great time see you all next year Namaskar and join us for dinner thank you