So well, a very good evening, ladies and gentlemen. My name is Bhavna Bhatia and I'm elated to be the host for this wonderful event. I'd like to heartily welcome all of you to the second edition of E4M Content 40 under 40 Awards. Firstly, could we have a huge round of applause for all of you who've made it today and let's have a spectacular evening ahead. Well, the E4M Content 40 under 40 list recognizes leaders who have made their mark in continuously progressing content marketing industry. The list features the brightest and the most talented people, which is all of you who are making a successful contribution with their body of work and are currently in leadership positions and will be the future faces of the industry. Well, the hashtag of the event, and I appreciate all of you to use this hashtag or very simple word, hashtag E4M, content 40 under 40 as one word. Now, I know it's a long hashtag, but I'm sure you all can tweet it out and increase the volume of the event. So we'd love you to do the hashtag, so please keep tweeting about the same. Also, before we move ahead, we'd like to thank our partners of the event. Without them, the event wouldn't have been possible. Our presenting partner, YCOM 18, Open New Worlds. Our co-goal partner, Bobble AI. Well, Bobble AI is an AI-powered keyboard application from India, which has challenged the monopoly of the global giants like Google G-Board and Microsoft Softkey, and emerged as the most-rated, engaging, and fun keyboard application. With 65 million users globally, Bobble AI supports billions of conversations every day and is proud of its wide range of keyboard applications, including Bharat Keyboard, and supports 30-plus in-deck languages, including Hindi, Malayalam, Bangla, and Marathi. Bobble AI is revolutionizing the conversations over smartphones through its highly innovative and creative content library that makes conversations more expressive, sticky, and entertaining. Well, with this, let's have a look at our partner presentations. Ladies and gentlemen, could we have a huge, huge round of applause for all the partners who made it possible this beautiful evening for all of us today? And with this, I'd like to humbly invite, now on stage, Dr. Adodag Bhattra, Chairman and Editor-in-Chief, Business World, and Founder, Exchange for Media to give the welcome address for today. Could we have a huge, huge round of applause for Dr. Adodag Bhattra? Good evening, it's my honor and privilege to be here. The Exchange for Media content 40 under 40 is a very exciting and young IP. It is young both in the kind of people that have made it to it. It also represents the vibrancy in the marketing, advertising, content ecosystem. The Exchange for Media content 40 under 40 list recognizes leaders who have significantly made their mark in the continuously progressing content marketing industry. Today's list of 40, which has been curated from a much longer list, through multiple levels of filtering, includes some of the brightest and most talented people who have made a successful contribution with their body of work and are currently in leadership positions, and in some way are the future of the content, marketing, marketing, advertising, media communication, domain, and faces that you'll see more and more. I also want to say that this list is not just a list of content creators or content marketing professionals, but includes leaders across the board from all the stakeholders. It has leading business owners, people represented from the brand side, people representing the content side, people representing the agency side, people, again, within these domains, you know, people who are somebody who may be head of design of a company which is trying to integrate traditional media with digital media, and of course, a lot of D2C brands, traditional brands, you know, Exchange for Media Score is the brand owners in market here. So it's a list which is really representative of the ecosystem that the content space represents. This list, like all other lists of Exchange for Media has been done through a jury process. We got multiple number of entries, almost more than 120 entries. We shortlisted it to 90 entries to be shown to the jury, and today we have 40. Out of the 40, 30 of the winners are here. Some of you have traveled with your families, with your friends to be here. And I also want to use this opportunity to welcome Mr. Avinash Pandit who is the CEO of ABP News Network, and again, somebody who's a very important part of the ecosystem. We also have Mr. Singh from bobble.ai. We have the founders of Frandrum, Samridhi and Wipple, and many other prominent people. My co-founder, Nawal, who really spends more and more time in EFORM, and the team at Exchange for Media put together this list. Today, among award winners, we have people who truly represent the growing power of content. I think if you take three industries, one is of course the communication media advertising industry. We know the power of content. But if you take the commerce industry, more and more D2CE commerce is being powered by content. You look at any new e-commerce platform. Today, they're either requiring content platforms or building content, last but not the least. The last two years have shown us that digital transformation is the need most corporates have. And what is powering that is content that is being consumed by internal stakeholders and consumed by external stakeholders. So really, today's list, when you see the winners, it's not just advertising agency guys. Of course, there are lots of advertising and content marketing agency professionals, but there are a lot more brand owners in the list. I did ask Michelle in the morning, I want to know the list of the winners. I didn't know the list of the winners till about afternoon. And I went through that to see who's, you know, does it really represent the ecosystem? And I have both the list of the winners and the list of award-givers. And I can tell you both are very representative of the vibrant community of content evangelizers that we have. Content is becoming a bigger and bigger business, more and more money is being put into content. And again, if you have to build the businesses of future, content will be the only differentiator and possibly an accelerator for brands. I want to leave by saying that exchange for media continues to be at the forefront of being the community that brings all the stakeholders together. So thank you for being here. And please give a loud cheer for all of you. I'm sure you'll, you know, I'm happy that we're not doing it in Taj Land and Taj Center group. This is a younger venue, younger people. Actually, I'm quite happy to be here. So I hope you bring the energy that this place and I keep saying applaud louder because when you're here, you lead the applause. So do it for other people while you are there in their hair. Thank you. Back to you, Bhavna. Thank you so much. Ladies and gentlemen, a huge round of applause for Dr. Anurag Bhattra. Well, with this, I'd now like to take the honor of inviting on the stage, Samridhi Katya, co-founder, phantom app for the industry to now join us and give us a few words. Samridhi, we'd love to have you now on the stage. Ladies and gentlemen, Samridhi Katya, please. Hi, thank you so much. Congratulations to all the winners. I'm not just going to take too much time, but we are here to just introduce our app, Phantom. Anurag sir talked about content. We believe that if content is king, fans are definitely the king kongs, right? So here is something that want to celebrate fans of content. So Phantom, here's for you.  It's just a mock-up right now. Please bear with us. Thank you so much. Thank you, Anurag sir. Hello, Lambi Katar. Tu kabhi bas ek pal ka deetar. Koi safar jiski manzil ek hoti hai. Yaa wo Lamba jismi zimdidi hoti. Ik wada jo kayahta hai, nabadlenge haan. Aaj ke jaisi hi, kal bhi saath rahenge haan. Agar aap ka bhi passion hai, Diwangi. To saso mein bhariye Ravangi. Diye apni hi jaisi kuch Diwanon se, Parwanon se, Mastanon se, Phantom, Act 1. Api sitaro ke karibai nahi. Or saath hi, Agar shakinam bhai. Phantom, for Believers. Diwan ki kya hai. Thank you so much, Samrithi, for joining us and introducing you, your lovely Brian Deau. Well, ladies and gentlemen, before we commence with the award ceremony, we would like to give you a glimpse into the work showcased, the, and the process. Of course, our Eminent Jury members also shared some feedback regarding their experience of being a part of this show. So let's hear it keenly, as this is gonna add a lot of value to us. The E4M content, 40 and the 40 list, recognizes leaders who have significantly made their mark in the continuously progressing content marketing industry. The list features the brightest and the most talented people who have made a successful contribution with their body of work and are currently in leadership positions and will be the future faces of the industry. We saw 120 plus entries in the second edition of E4M content, 40 under 40 awards. Here is, presenting the Robust Jury, chaired by Anupriya Acharya, Chief Executive Officer, Puglicist Group, South Asia. Anup Vishwanathan, EVP, Network Brand Strategy, Times Network, Arvind R.P, Director, Marketing, Digital and Communication, McDonald's, India. Ashwin Suresh, Founder, NLoco. Atit Kazi, President, Data Performance and Digital Products, Group M. Dinesh Swami, Chief Creative Officer, BC Webwise, Gujan Acharya, Chief Executive Officer, OML Entertainment, Private Limited. Tantik Nagarajan, Chief Content Officer, WaveMaker India and Head, Branded Content, Group M, India. Trishtamani, Chief Creative Officer, BBDO, Gurgaon, BBDO, India. Nehul Gupta, Co-Founder and CEO, So Cheers. Mitesh Desai, Head, Sales Excellence and Agency Partnerships, Hindustan Times, Mukud Ulte, Chief Creative Officer, VMLYNR, India. Nandini Shnoy, Founder and Chief Executive Officer, Pinkvilla, Prasanth Puri, Co-Founder and CEO, AdLift, Pratip Bharadwaj, Chief Creative Officer, Yoy Lintas, Ramana Jyong, Pobby City, Country Lead, India, App, Aneel. Sambhya Sachi Mithra, Founder and Managing Director, Fulkroh. Sachin Chhabra, Head of Brand Marketing, ACC Limited. Sandeep Mehrotra, Head, Ad Sales Network Channels, Sony Pictures Networks, India. Sankalp Mehrotra, Vice President, Monetization, Flipkart. Santosh Krishnamurthy, Head of Agencies, India, LinkedIn Marketing Solutions. Uday Mohan, President and Chief Client Officer, Hamas Media Group, India. Vishal Chin-Chinkar, Chief Executive Officer, Madison World. Vishal Mukesh Parekh, Director, Monetization, Yahoo India. It's both an honour and a privilege to be the jury chair of E4M content, 40 and a 40. Over the last few days, it's been an absolute pleasure to witness a number of very talented and gifted content readers who have done outstanding work in this domain and truly raised the bar. Now coming to the compilation of the list of top 40 and a 40 for content, it has been undoubtedly a difficult process to narrow it down just to 40 names. The reason is that there are so many tremendously talented individuals in this segment who've made such a contribution to the field with such a wide area of work. And with that, before I end, my heartiest congratulations to all the people and people who made it to the top 40 and a 40 for our content list. Do keep exploring new horizons and re-imagined. This decade surely will be that of creative storytellers. With the evolution into the metaverse, shoppable content, immersive formats and the like, the possibilities are truly exciting. The sky is a limit to what you can achieve. And I hope to do my next jury session in the metaverse. Thank you. It's a great honour to be part of this jury panel and to judge such amazing talent. And I'm really inspired to see some great work in this space. The regional content is really rising and we saw some amazing candidates who are really leveling up in that area. It's been a great privilege to be part of the jury panel for the second edition of Exchange for Media's Content 40 under 40. I had the opportunity of evaluating some of the top minds in the content industry in India. For having me on the jury for the Content 40 under 40 awards, it was a really, really interesting experience. And I was amazed to see the quality of candidates that were lined up. Judgeing Content 40 under 40 is extremely fascinating. I really admire the work that the company is. It was still your strength, passion, great work, and the leadership. What to understand, a lot of ideas, what to see, a lot of creative talent, a lot of content, understanding of whatever is happening around the world and whatever is happening around India. A whole lot of pieces of outstanding couple of pitches from social media point of view were great. It was great to meet and judge all the work done by some of the brightest minds in the content domain, love the passion and energy that they brought for their projects, all the best to doing this. In 4M content, 40 under 40 awards. And the jury board congratulates all the winners. So ladies and gentlemen, let's give a huge, huge round of applause. We got to witness what the jury had to say and how the process has been. So that was quite enriching. And given how hard it has been for the jury to decide on the winners as our jury chair, Ms. Anupriya Acharya said herself in the presentation, I'm sure you're looking forward to find out who the top 40 under 40 winners are tonight. So let's get started and of course, let's keep the buzz alive on social media. A very simple hashtag, I'll repeat it again. It's hashtag E4M content 40 under 40 as one word. Now remember, this is not a ranking and it's a list check. This is not a ranking and it's a list. So we're going to be announcing in an alphabetical order. So we'd like to heartily congratulate all of you who made it to the list today. And with this, if you're ready, I want the maximum energy. And how do we display the energy? We've got certain amazing trumpets for you. So could we have once all of you in unison, let's prep up for the awards. Oh, you guys ready? Yes, this is what we are talking about. Superb. I love it that everyone's joining in and I want this energy to continue and in fact grow over the course of the evening. So with this, let's welcome on the stage, first of all, our award-givers who are going to be joining us. First up, if you could have Dr. Anurag Batra Chairman and Editor-in-Chief, Business World and Founder Exchange for Media to come and join us. Could we have a huge, huge round of applause, please? Could we also have Mr. Naval Lahooja, Co-Founder, Exchange for Media and of course, Mr. Sam Balsara. He needs no introduction, CEO of Madison World. Thank you so much, Mr. Balsara for joining us. Come on, gentlemen. Let's give him a huge, huge round of applause. And of course, I'd like to welcome Prashan Puri, CEO and Co-Founder AdLift as we join us. Thank you so much. Mr. Naval Lahooja, Co-Founder, Exchange for Media. Let's give him a huge, huge round of applause, please. Thank you for joining us. We'd also like the humble presence of Salabjit Singh who's the Executive Vice President, Conversation Media Marketing Business, Bobble AI to join us and experienced business development professional with a proven history of helping fast-growth tech startups setting up and scaling their businesses in India. Salabjit has over 19-plus years of experience and it's an honour, sir, to have you. Gentlemen, the stalwarts of the industry, let's give them a huge, huge round of applause, please. So with all the fandom, I would say, right? And everyone participating, it's time for us to bring on the first winner of tonight. Could we have the winner, A.B., please? And what goes to Aditi Ohori, Co-Founder, Head of Strategy, Emporium Digital. Aditi is a storyteller. Aditi Ohori, Co-Founder, Head of Strategy, Emporium Digital. In helping brands with their marketing and advertising problems, Aditi facilitates digital transformation initiatives for brands to help them grow with our wide-driven results. Ladies and gentlemen, a huge round of applause. Our first winner who's made it to the list, Aditi Ohori, Co-Founder, Head of Strategy, Emporium Digital. Congratulations, Aditi. Everyone, let's give them a huge, huge round of applause. She's the first winner who's made it to the list. And Aditi, I'm sure, you know, this is the moment you've been waiting for. We'd love to hear a few words from you. So, hi, everyone. This is like my first content award. And what I would want to start is something called as the true story of Thare's Aminpur. Yes, guys, I'm a dyslexic. I was a dyslexic. I still am a dyslexic. But with that, you get the great power of storytelling. So, yes, I make stories. I make them today for brands. That's what inspires me. And of course, I have my inspiration right next to me as my father. And of course, Sam sir, thank you. For all those great campaigns you've been doing and inspiring the world around us. Thank you. Thank you, ladies and gentlemen. A huge, huge round of applause. Congratulations, Aditi. With this, it is time for us to find out our next winner who made it to the list. Could we have the winner, A.V., please? And what goes to Aarushi Sethi? Business head, Pollock, Zoo Media. Aarushi Spear heads Zoo Media's influencer marketing agency, Pollen, where she is building influencer conversations that generate business impact. She believes that Pollen is the confidence amongst brand, creators, and content that facilitate impactful synergies in building communities that lead to commerce. And it's going to be selected in the E4M content, 40 under 40, within just two years of starting the agency. A big thank you to the jury for recognizing all our efforts and encouraging a young agency like Pollen. Ladies and gentlemen, congratulations to Aarushi Sethi, Business Head, Pollock, Zoo Media on making it to the list. Well, with this, let's find out who makes it to the list next. Could we have the A.V., please? And what goes to Akancha Srivastava, head, brand content, Puma India. Akancha Srivastava, head, brand content, Puma India. And visual and textual to its customers as possible to get people to feel the brand as it is. With a background in design, she currently leads the creative team at Puma. That's focused on building a unique present for an international brand in an Indian setting. Come on, ladies and gentlemen, a huge, huge round of applause for Akancha Srivastava, head, brand content, Puma India. Let the applause continue. Come on, let's be more kind. Exchange for media, potential technology that only if you clap, you get drinks. It records us. So if you don't clap, the ones that are not clapping, no drink. Well, with this, Akancha, we'd love you to say a few words, please. Thank you and congratulations, ladies and gentlemen, Akancha Srivastava, head, brand content, Puma India. Well, our next winner, our next person who's joined on the list, unfortunately, can't join on the stage, but let's find out who it is. Could we have the A.V., please? A.V. is a professional with over 13 years of experience in the industry who embarked on her entrepreneurial journey with her stamp, a writing venture. She is a dreamer duo, a mother of two, and an avid traveler and a student of music therapy. This is Ambika Shankar, the founder and CEO of Writing Venture. At the outset, I'm absolutely thrilled to be a part of the Content 40 under 40 list. I thank all the jury members for having taken out and considered me to become a part of this esteemed list. I congratulate everyone else who has been featured on this list, as well as those who were nominated. Thank you to the Exchange for Media team for having facilitated the entire process so beautifully. Thank you and congratulations, Ambika Shankar, founder and CEO of Writing Venture. Well, with this, are you ready to find out who makes it in the next in the list? Are you ready, everyone? Let's find out. Could we have the presentation, please? And what goes to Anu Jagarwal, marketing head, Sanofi Posture India, Nepal, Sri Lanka. Anu Jagarwal, head of marketing, Sanofi Healthcare India Private Limited. Anuja, everyone. Media and marketing, strategy, digital transformation, communication. Come on, ladies and gentlemen, let the applause continue. In leadership positions across some of the largest MNCs. Congratulations, ladies and gentlemen. Anu Jagarwal, head of marketing, Sanofi Healthcare India Private Limited. Let's give it a huge, huge round of applause as she joins us in the e-forum content, 40 on the 40 list, with that ecstatic personality and that great smile. Anu Jagarwal, coming quickly to you. Would you like to call your parents as well? All right, please just join us. So he's been so enthusiastic. Let's give him a huge, huge round of applause, please. Come on, this is the moment we've been waiting for. She'd request her husband and her mother as well to please join us. So please, I have already announced on the stage and you cannot disregard now, please join us. Come on, ladies and gentlemen, a huge, huge round of applause as we have the entire family joining on the stage. Let's make this moment more memorable with your applause. Come on. Anu Jagarwal, head of marketing, Sanovi, healthcare India, I'm a bit limited. So Anu Jagarwal, I'm going to come to you and request a few words. I am delighted and humbled to be here. So thank you very much, exchange for media for this opportunity. I work for the healthcare sector and I can tell you it's not very often that in healthcare we focus so much on content but trust me, we believe now that all our brands are focused on delivering a better health outcome and consumers are looking really for good content. So this is really the industry which is at the cusp of revolution. We try to make content interesting and fun and not just very scientific. So that's been my endeavor and it's a long way to go. But I really look forward to forums like these where I get to interact with the best of the minds in the industry and I'm really delighted to be here. Thank you very much. Thank you and congratulations, ladies and gentlemen. Once again, let's give it a huge, huge round of applause. Thank you so much, Anu Jagarwal joining us. So with this, as Anu Jagarwal proceeds with her family towards the pre-function area, it's time for us to now find out who's the next one who makes it the list. Could we have the presentation, please? What goes to Arvind Kidambi, Vice President, Marketing, Zee Entertainment, Enterprises Limited. Arvind Kidambi, Vice President, opening Zee Entertainment Enterprises Limited. There's a believer in telling brand stories through content to many parrots in different tongues going to his proficiency in multiple languages. His contributions have led to the creation and execution of many award-winning categories. Come on, ladies and gentlemen, let the applause continue as we have Arvind joining us on the stage. Vice President, Marketing, Zee Entertainment, Enterprises Limited. Congratulations, Arvind. And once the photo op is done, we'd of course like the honour of you saying a few words. Thank you, E4M. Thank you all the jurors and congratulations to all the winners. I'd like to thank Zee Entertainment for giving me an opportunity to express myself and all my functions thus far. And to all the brands who laid their confidence in us for all the branded content projects that we've done, making us the first choice partner for branded content initiatives in media broadcast. So thank you and thank you to Meghna Mawai for pushing me to submit the entry for this. And my current boss, Raghav, who's here and Hema who got me into this. So thank you so much, cheers. You said current boss, what does it mean? I've got another boss who's just on his way here, so. Ladies and gentlemen, a huge, huge round of applause. And congratulations, Arvind. Vice President, Marketing, Zee Entertainment, Enterprises Limited. Well, to give away our next awards firstly, we'd like to thank Prashant Puri for joining us. Thank you so much, ladies and gentlemen, a huge, huge round of applause for Mr. Puri. And I'd like the honours of Anita Kothwani, CEO, Kharah India, to kindly join us.  Ladies and gentlemen, huge round of applause for Ms. Kothwani, CEO, Kharah India to join us. So as Anita joins us on the stage, let's find out who joins next in the list. Could we have the presentation, please? And what goes to Arindam Biswas, Head of Brands and Strategic Partnership, SVF Entertainment. Arvind, Arindam Biswas, Head of Brands and Strategic Partnership, SVF Entertainment, everyone. And his expertise lies in connecting the dots and telling a meaningful story of every brand in its local language. Ladies and gentlemen, Arindam Biswas, Head of Brands and Strategic Partnership, SVF Entertainment joining us in the list of E-for-M content for the under 40. Arindam, we'd love to hear from you. Thank you so much, everyone. We have been in the content space for almost 25 odd years and we've been doing branded content for the last three years. This only lets us know that we're in the right space doing the right thing. Thank you so much. Thank you and congratulations, Arindam, on that wonderful and aesthetic making the list. Ladies and gentlemen, the next one who's made it to the list couldn't join us, but let's find out who it is. Could we have the presentation, please? And what goes to Ayaz Khan, Vice President, Marketing, Max Life Insurance Company Ltd. Ayaz is a versatile marketing leader and storyteller who believes in inside-driven marketing. Having worked with the country's leading brands, his strength is identifying business and customer needs by leveraging new technologies coupled with impactful storytelling and creating memorable experiences. Hi, everyone. A big thank you to the Exchange for Media family, the jury and everyone associated with this award. It's a great honor for me to be a part of this content Exchange for Media 40 under 40 list. I would also like to thank my team at Max Life Insurance, my family, my friends and my mentors. I owe this all to you. A big thank you once again. Ladies and gentlemen, let's congratulate Ayaz Khan, Vice President, Marketing, Max Life Insurance Company Ltd on joining on the list with this. It is time for us to find out who joins us next on the list. And the award goes to Chandanagarwal, CMI PDC Director, South Asia National CMI Director, Sri Lanka Hindustan Unilever Ltd. Ladies and gentlemen, Chandanagarwal, CMI PDC Director, South Asia National CMI Director, Sri Lanka Hindustan Unilever Ltd. It's the CMI function as a National CMI Director. He believes learning is a continuous process and is pursuing a PhD in digital marketing from the Department of Management Studies, IIT Delhi. Ladies and gentlemen, let's give him a huge, huge round of applause. Chandanagarwal, please, please, if you could have your family joining, Chandan, would you like to have... Ma'am, if you could please join us, the entire family once again. We've got the husband and wife both making it to the list. So what a perfect union this is. Congratulations. And what a proud moment for the family as well. Congratulations. Come on, ladies and gentlemen. Let the applause continue. Let's roar with our appreciation of everyone who's making it to the list today. Chandan, we'd love to hear from you as well. Thank you. So when my name was getting announced, Anuja was telling, you will not call me. I said, no, you'd embarrass me. I will also call you. So I had to do that. But at Unilever, we believe that content is the single biggest contributor in enabling our brands to win in the market and grow. And I would like to thank E4M for actually recognizing the efforts that we've been doing in this space. So thanks a lot to everyone. And congratulations to all the winners. And on a lighter note, it's a very rare situation that both me and Anuja have gone back with an award. So I think it's a truly special evening. So thanks for that also. I just wanted to say that what a wonderful moment. This is so real than a Filmfare award where you see the family actually celebrating each other's success, right? And I think it'll be very unfair if you don't let the proud father also express his feeling because I could see his energy and excitement and the proud and his eyes. So please, two words from you. I feel very proud today. I'm very proud of you. Both my son and my son have been chosen together. I just want to say I've been married for 22, this is my 22nd year. It's a good thing when both husband and wife do well. And we don't want any marital discord, so we just keep that in mind. But I didn't know that both of them were husband and wife. And I also want to acknowledge the presence of Shishalish. Lodhaji is a well-celebrated poet among the highest-paid poets in India.  So he's a content creator. I just want to acknowledge his presence. Please give Shaileshji also a big round of applause. So, you know, I wonder what you're going to be discussing today. Is it going to be content building because both the husband and wife have won it. Ladies and gentlemen, let's give them a huge round of applause to both the people who made it to the list today. And with this, it is time to find out who joins us next on the list. Could we have the next presentation? And what goes to Chintan Kotak, co-founder and CEO, SGA, Advista Communique. Chintan is a corporate reporter. So, ladies and gentlemen, Chintan Kotak, co-founder and CEO, SGA, Advista Communique. He's the founder of more than 500 listed companies across India. His organization is recognized as India's leading award-winning corporate reporting consultant. So, ladies and gentlemen, let's congratulate Chintan Kotak, co-founder and CEO, SGA Advista Communique for joining us. We'd love you to say a few words. Well, good evening, very good evening to all of you out here. And thank you very much, the organizers, the jury members for recognizing the efforts. Well, just a bit about me. I will not take much time because I've been told that we have to keep the speech very short. So, I'll try to wrap it up ASAP as short as possible. So, basically, I've been in the corporate reporting industry for the past 15 years and we have been developing content for the corporates through the annual report, integrated reports and ESG reports. So, the perception of the annual report is just like a bulky document. But there is a good amount of storytelling that happens where we actually explain the complex business in a very simplified manner. Well, that's what we have been doing and this platform definitely allows us to bring this niche industry into the limelight and it not only creates awareness for the corporates but also creates a big opportunity for all the content, enthusiasm to get into the corporate reporting space which is a niche industry as of now. And with SEBI coming in with so much of regulations and we are experiencing a lot of change in the way the content is delivered, we are proud to be a part of this change. And yes, I'd like to thank my parents, my entire team who has been watching virtually. Really sorry, I could not get all of you here but this is all because of your efforts. Thank you so much and congratulations to all the winners out here. Have a great evening. Thank you and congratulations ladies and gentlemen. With this, it is time for us to find out who joins us next on the list. Let's look at the presentation. What goes to Deep Srikhar Ravi, Senior Creative Director, LogicServe Digital. Deep Srikhar Ravi, Senior Creative Director, LogicServe Digital who will be joining us on the stage now. Congratulations. She has a vast portfolio of 600 plus brands, 100 plus campaigns and has won 80 plus international and national awards like IDMA, Curious, DMA Asia, Ink Spell, Abbey's and so on. Ladies and gentlemen, let's give a huge round of applause to Deep Srikhar Ravi, Senior Creative Director, LogicServe Digital who's joined us on the list of Niforam content 40 under 40. Yes, can I please have your leaders on the stage? Martin, Manish, Bappi, Dinesh, you guys don't mind. Extremely shy people. Yeah, I think they did. Manish, thank you. Manish, come now. Manish, you're requested on the stage. In such a short time, we can become three countries in three countries. So, come or not? Okay, finally, they're coming. So, come faster. Perfect. See, do you want to picture with all of them? Yeah, yeah, sure. Just a few things about my cheerleaders.  So, I think over a lot in terms of my career to them. Thank you for this. This means a lot to me. Just some food for thought. You know, when you win an award in your early teens or when you're in your college, it is because of your hard work or, you know, the eagerness to learn.   So, thank you for this. And I think a huge shout-out to the team of EFORM, specifically Vivek Sneha. I know where you guys are, but thank you for all the coordination. And that's all. Thank you. Thank you. Thank you and congratulations. Well, with this, we'd like to thank Nita Kottwani, CEO Karah India, for joining us. Thank you so much, Ms. Kottwani, for joining us. And I'd like to now have the honours of inviting, ladies and gentlemen, a man who needs absolutely no introduction. We've seen him all the time, all across our television platform. That's where Sally Shlodow, poet, actor and author, ladies and gentlemen, it's an honour to have him. Join us on the stage. Thank you, Mr. Lodha. With this, as Mr. Sally Shlodow has joined us on the stage, let's find out our next person joining on the list. And what goes to Dr. Sana Sameer Kambar, Head, Brand Solutions, Tatva Creations. Dr. Sana Sameer Kambar, Head, Brand Solutions, Tatva Creations. Congratulations. And digital. In the last 15 years, she has worked with media columnarists like Reliance Broadcast, Dining Jungle and Hindustan Times with a vision to bridge the gap between media academics and the industry. Ladies and gentlemen, Dr. Sana Sameer Kambar, Head, Brand Solutions, Tatva Creations. Joining us on the stage right now. Sana, love to hear from you. Hi, everybody. Thank you, everybody, for this award. Thank you. Thank you to Exchange for Media for, and the jury to give me this award. I'm a little nervous, because I wanted to dedicate the award to my father, who I lost a couple of months back, and I wish he was here, right here. So I'm a little nervous about it. But, mummy ap ke liye. And needless to say that this is also dedicated to my husband, Kamal Sabin, who has always stayed by my side, like a friend, mentor, guide. He's also not here right now. I've flown from Delhi today for this award, but Sameer, I know you are watching it. And thank you for mentoring me all these years and teaching me in every step of my life. Also Ruhan, my eight-year-old son, who is very much interested in my work and learns with me every day. Thank you, everybody, and thank you Exchange for Media and all my colleagues who I have worked with in the past 14 years. If from branded content to brand solutions, to radio, to now integrated marketing. Thank you, everybody. Thank you, sir. Thank you. Yeah, one more thing. Just before I finish, just two lines, which I remember tonight is Zindagi Kavita Kahani Hai, Umar Bhar Sunni Sunani Hai. Thank you. Mr. Lodha Ji, the poet and people will rub off because they are seeing you on the stage. So, all right. So, ladies and gentlemen, with this, let's find out who joins us next on the list. Could we have the presentation now? And what goes to Harish Sharma, Vice President, Sales, Pinkvilla Media, Private Limited. Harish Sharma, Vice President, Sales, Pinkvilla Media, Private Limited. Always willing to explore more with the Perseverance Outlook and take challenges in his stride. Ladies and gentlemen, let's applaud Harish Sharma, Vice President, Sales, Pinkvilla Media, Private Limited. Come on, let's get the energy in the room. Let's applaud for one another. And this is that moment of hashtag content 40 under 40. We'd love to hear from you. Hi, good evening, everyone. What a time. Thank you so much, Dr. Bhattranaval, Exchange for Media, for creating an opportunity for those people who are doing exactly something that is creating very different in the business, in the ecosystem. So content today has become the necessity for the brand to build the equity for the tomorrow, right? So a special thanks to my CEO, Nandini, and CEO, Mukul of Pinkvilla, who gave the opportunity to create something amazing for the brand, brand partners. Also a special thanks to my wife, my kid, and the team who is sitting out there, Madhurima Renuka and Pankte. Rekesu, to please join here, because one idea that gets translation or in execution is just because of the team. So team means that together everyone achieves more or any idea that actually has more virality or value in the sense the audience actually liking it, just because of the right set of people. So Madhurima Renuka, Pankte, Rekesu to be here, join us. Could we request the team quickly join us? Come on, come on. You need to sprint towards the stage. You've got the person out already. Let's join him.  Congratulations to the entire team of Pinkvilla Media Private Limited. And as the fanfare continues, let's find out who's joining us next on the list. Ladies and gentlemen, your eyes on the screen. The war goes to him, we are executive vice president, consumer strategy and marketing, Zee Entertainment Enterprises Limited. Hema is a marketing and strategy professional. Hema, we are executive vice president, consumer strategy and marketing, Zee Entertainment Enterprises Limited. Hema, congratulations. Specializing in new product development, design thinking, brand planning, campaign and media management and innovation, powered by ideas and media's ability to stir social change that truly touch line. Congratulations, ladies and gentlemen, Hema, executive vice president, consumer strategy and marketing, Zee Entertainment Enterprises Limited. Congratulations, Hema, over to you. Sorry, I wasn't prepared. I was hoping my name will come when we come. So thank you. Thank you to Jury. Thank you, Eforet. And this is happening because I work with an incredible team and a great set of mentors and some of the best content creators sitting over right there. We have three of us here. So it's great working at Zee and hope we tell you great stories going on. All the way, best. Well, with this, we'd like to humbly thank Sarabjeet Singh. Thank you so much, Mr. Singh, for joining us. Could we have a huge round of applause, please? And could I now have the honor of inviting Dinesh Swami, chief creative officer, V.C. WebIs, to please join us. Ladies and gentlemen, Dinesh Swami, you're invited to join us on the stage. Thank you so much, Dinesh. Ladies and gentlemen, let's give him a huge, huge round of applause as Mr. Swami joins us. As the presentries are being exchanged on the stage, let's find out who joins us next on the list. The war goes to Jeej Singh Gupta, director, marketing, Zee by Scorb, Zee Entertainment Enterprises Limited, meticulous brand building with the innovation and... So, Jeej can't join us, but we've got an audio message from Jeej. Jeej strived to bring Bhojpuriya Soul to screen through marketing initiatives for Zee by Scorb, has been appreciated with 95 marketing awards in a year across several national and international forums. Hi, everyone. It feels really great when your work is acknowledged by an esteemed platform that exchange for media and appreciated by an eminent panel of Jeej. At Zee by Scorb, we strongly believe in creating hyper-local content that are solely based on the premise of consumer insights and authenticity. My sincere gratitude to Xeens for Media, the Jeej panel. Thank you and congratulations. Jeej Singh Gupta, director, marketing, Zee by Scorb, Zee Entertainment Enterprises Limited. Well, ladies and gentlemen, with this, I'd like the honor of inviting Avinash Pandey, CEO, ABP Network to kindly join us. Ladies and gentlemen, let's give him a huge round of applause as we request the humble presence of Mr. Avinash Pandey, CEO, ABP Network. Ladies and gentlemen, let's applaud as we have the man amongst us.  We'd love you to say a few words as well about the content team has been, you know, urging. Yes. Andrag has already said that content should win over ratings. So, no, no, I was quite thrilled when I got a call from Naval to join this gathering today. And I thought when he said content means, you know, what we make, boring content 24-7 on news channels. But when I came here, I realized that what wonderful work you guys are doing and some of us may be working together on a few projects. So that's a really, really interesting gathering. Thank you. Avinash is there. The spotlight is on the winner, but ABP News Network does great content. I watch it. But last year, he started ABP Studios and he's working with, he meaning the ABP Studios team is working with lots of OTT creators to create content. So that's an entrepreneurial venture, entrepreneurial venture that Mr. Pandey started in ABP. He's one filter also this year. Fantastic. So please give a big round of applause. He does understand a little bit about content. Well, with this, as we have Mr. Pandey joining us on the stage, ladies and gentlemen, with all our dignitaries, it is time for us to find out who joins us next in the list. Your eyes on the screen, could we have the AV? And what goes to Jitendra Hirawat, director, so cheers films, so cheers. Jitendra Hirawat, director, so cheers films, so cheers. Let's give him a huge, huge round of applause, guys. Jitendra, join us on the stage. His wonderful films and entertainment led him to pursue a career in acting, which later diversified to include several other aspects of the industry, like script writing and directing. Well, what a fabulous moment, ladies and gentlemen. Let's give a huge, huge round of applause to Jitendra Hirawat, director, so cheers films, so cheers. And with a cheer all along, over to you. Thank you, thank you, thank you, everybody. The lovely Jury, my team at so cheers films. I think we've done this together. Also, 40 and the 40 may feel a little old, but I think 40 is new, 30, so I think, yeah. No, absolutely, I think all of us. Cheers, cheers, cheers to all the winners, enjoy the night. Thank you and cheers to you, Jitendra. Well, with this, ladies and gentlemen, let's move ahead and find out who joins us next on the list. Eyes on the screen, please. The world goes to Gullul Sarkar, head, video content operations, great boss, Gullul Sarkar, head, video content operations, great boss. Let's give him a huge, huge round of applause as Mr. Sarkar joins us on the stage. To shaping the work culture and minds of young producers and empowering them to face the challenges of this evolving industry. Come on, ladies and gentlemen, Gullul Sarkar, head, video content operations, great boss joining on the list of FIFA and content 40 on the 40. Mr. Sarkar, we'd love to hear a few words from you. Hi, good evening, everyone. So I have not won any awards since class seven. So awards features are not my thing, but I'll just like to thank everyone here at Exchange for Media for giving this honor. I'd also like to thank my wife, Ananya, who's here and to my team at Krikbers. A lot of people have helped me come here in the last decade or so. So to all the mentors and all the colleagues past and present, thank you for making me deserving of this. Thank you so much. Congratulations, Mr. Sarkar. But ladies and gentlemen, if you've liked the bubble cutouts, which you've seen, if you love them, you're gonna be having the WhatsApp sticker version of the personal sticker. So that's gonna be very fascinating if you'd like to have your own WhatsApp personal sticker. So that's something we'd request you if, of course, once the proceedings of the evening have happened, we'd love you to connect with the team and get that done as well. So cheers to that. And Mr. Singh is right here. So we'd request you. He's got the WhatsApp personal stickers done for all of you. So congratulations on that. Well, with this and so much excitement ahead, let's find out who joins us next on the list. And what goes to Kishen Ramaswamy, Product Marketing Manager, Air Asia India. Kishen Ramaswamy, Product Marketing Manager, Air Asia India joining us on the stage. And with this, Kishen will request a few words from you. Good evening. Thank you so much. It's an absolute honour and privilege to be amongst the 40 of the stallers of the marketing industry. I would want to thank my mentors, colleagues, friends and family who have been instrumental in the development of this project. I would like to thank the team who has provided us with this amazing product. I would like to thank all of you who have been part of this project. I would like to thank my friends and family who have been instrumental in me getting here and as well as Air Asia India for letting me express myself through content. Thank you so much. Have a lovely evening ahead. And you know, he promised me offstage that family tickets for all the winners on Air Asia. So thank you, Kishen, for doing it. Thank you so much. So congratulations, Kishen, on that wonderful making on the list. Well, we'd like to humbly thank Dinesh. Thank you so much for the incredible time. And with this, if I could have the honor of inviting Samrithi Katyal, co-founder of the platform to please join us on the stage. Ladies and gentlemen, a huge, huge round of applause as Samrithi joins us for the next set of award-giving. So as the presentries are being shared on the stage, let's find out who joins us next on the list. And the award goes to Komal Gupta, founder and chief of brands, Madhouse Works. Joining us now on the stage, let's give the lady a huge, huge round of applause as she joins us in the list. A camera, a content producer, a filmmaker, or an entrepreneur, she saves a storyteller. Ladies and gentlemen, a huge, huge round of applause for Komal Gupta, founder and chief of brands, Madhouse Works. Over to you, Komal. Good evening, everyone. Again, stage fright. I'm honored to be on the stage with all of you guys. You guys are the veterans of the industry and it's a big deal for me. I just have one little thing to say. 17 years ago, I started my career as a content professional and it was a very bumpy, rather poverty-driven ride. Very messy. Content was just about content writing if a lot of you guys can relate to it. Receiving this award is an affirmation that that ride, that mess was worth the shot. So, thank you. Thank you so much and congratulations. Well, with this, ladies and gentlemen, it is time to find out what's next on the list. The person is not here with us tonight, but we've got the video message. Could we have the AV, please? The world goes to Nandani Anitha Nandakumar, senior general manager, Dianjio. Nandani is our next-gen marketer. Who has the pulse on her brands, consumer and culture. She is a legacy and power brand turnaround expert who has leveraged creative excellence to drive impact on business. Thank you, extreme familiar for this honor. I'm elated to be part of this coveted list of moors and shakers in content. I believe content mobilizes the power of marketing in driving real societal change. This recognition gives me full confidence that I'm heading in the right direction. So here is raising a toast for more, more power to content. Thank you. Absolutely. Raising a toast to more power to content. Congratulations, Nandani. Well, with this, let's find out who joins us next on the list. Could we have the AV, please? And the world goes to Neha K. Biasht, founder and CEO, Bluebars. Neha is a quintessential powerhouse, a self-made woman entrepreneur. Founder and CEO of Bluebars, we're requested to please join us on the stage. Bluebars, frontlining the growth story of lifestyle brands. Neha is a harbinger of global mechanism and brings a strategic, thoughtful approach to her campaigns. Ladies and gentlemen, Neha K. Biasht, founder and CEO of Bluebars, let's give a huge, huge round of applause to Neha. And with this, as we have the photos being taken, I'm going to be quickly going ahead and asking Neha to say a few... So in 2015, when I started this journey, I didn't know we would grow so fast. But after six years, as I take this home, I just feel so proud of myself for believing in the journey and for taking the hard road. I would like to thank everyone who supported me through, especially my husband. So thank you. Thank you to E4M. And congratulations to all the winners. Congratulations, Neha. Well, ladies and gentlemen, this moment is very special for everyone who's joining us on the stage. So let's hear them keenly on what they have to say and appreciate one another with... Ladies and gentlemen, let's find out who joins us next on the list. And what goes to... Nikhil Taneja, co-founder and CEO, Yuvva. Nikhil is our co-founder and CEO. You are joining us on the stage, making it to the E4M content of India's first Gen Z-driven youth media and in science organization, Yuvva. And we are Yuvva, which works on creating impact in the lives of young Indians. Ladies and gentlemen, the smile says it all. Nikhil Taneja, co-founder and CEO. Yuvva, we'd love to hear from you. I'd really like to thank E4M, Vivek, everyone over here on this stage. Also, all the people who are on the haunts, thank you for your stamina. You all are amazing. I also want to just give a shout out to those who brought their parents over here. I'm feeling really guilty that mine are not. So I have given them the live link and this is dedicated to them. My wife, Desi, is over here. She's not, she's embarrassed to come on stage, but I shout out to her. But the biggest shout out, of course, to my team, Yuvva. We are a youth media company. We have, we talk, we do content, movies, insights, research, but our team is a young team of 20 somethings. It's been three, three and a half years. We are focused on creating impact in the lives of young people. I wouldn't have been here without my team. I love them and I hope you all get to meet them someday. I hope they are here on this stage someday. That's my dream, honestly. We are Yuvva. It's called, please do check us out. Thank you so much. Thank you so much. Thank you so much. Ladies and gentlemen, Nikhil Daneja, co-founder and CEO of Yuvva. Thank you so much for this. I'd like to humbly thank Samrithi for joining us so much. Samrithi, for your valuable time and humble presence. No, not you, Mr. Pandey. Please all of you here. We just request Rahul Mishra, head marketing, Shimaru Entertainment Limited to kindly join us now. Ladies and gentlemen, Rahul Mishra, head marketing, Shimaru Entertainment Limited. Thank you so much. So as Mr. Mishra exchanges the pleasantries on the stage, let's find out who joins us next on the list. What goes to Nimisha Pandey, Chief Content Officer, Hindi Originals Z5. Z Entertainment Enterprise is limited. Sunil. Mishra is a passionate storyteller, a courageous leader, and eternal optimist. The ability of stories to touch people's lives inspires her with over 18 years of experience in content creation and having worked with ALT Biology and Netflix. She has been one of the pioneers of all TT storytelling in India. A national award winner at the age of 22, she is currently helming Hindi content at Z5. Mishra, what is your message? Play the message, that's about it. Okay, no worries, no worries.  It didn't come out, can you play it? Well, she recorded it, please. No music, just the message. We couldn't hear. Yes, so with this congratulations, Nimisha Pandey, Chief Content Officer, Hindi Original, Z5, Z Entity Enterprises Limited. Well, with this ladies and gentlemen, let's find out who joins us next on the list. What goes to Praveen Posina, Head of Content, BigBasket.com Praveen is our great example. Ladies and gentlemen, Praveen Posina, Head of Content, Basket.com, let's give him a huge, huge round of applause. Praveen, Head of Content, BigBasket.com Come on ladies and gentlemen, let's give him a huge, huge round of applause. So Praveen, we'd love to hear from you. On the stage. Anyway, I'll be in trouble. So, okay, I'd like to thank the jury members, the dignitaries here and Sneha and Vivek for running this around. So, I mean, she's not here, I didn't bring her here, I didn't know this was happening like this. So, I'd like to thank my family, wife, kids, Nikit, my team at BigBasket and and the entire BigBasket team to believe in me. Thank you guys. Thank you very much for this honour. Thank you. Congratulations Praveen, ladies and gentlemen, Head of Content, BigBasket.com Let's give him a huge, huge round of applause. Ladies and gentlemen, as we have our dignitaries on the stage, we'd request you to please stay with us as we're just going to be taking a short while to thank our partners on the screen right now. Our presenting partners being YCOM 18 Open New Worlds and our co-goal partner being Bobble AI, being an AI part keyboard application from India that has challenged the monopoly of global giants like Google G-Board and Microsoft Soft Key and has emerged as the most-rated, engaging and fun keyboard application. With 65 million users globally, Bobble AI supported billions of conversations every day and is a proud to have wide range of keyboard applications with supports 30 plus Indic languages including Hindi, Bangla, Malayalam and Marathi. Bobble AI is truly revolutionising the conversations over smartphones through its highly innovative and creative content library that makes the conversations more expressive, sticky and entertaining. Well, let's have a look at one of the partner AVs. Allow us a moment. Could we have the AV please? With this, we'd like to humbly thank our presenting partner YCOM 18 Open New Worlds and our co-goal partner Bobble AI. Huge round of applause to both our partners for supporting us. Ladies and gentlemen, we'd also request all of you who've made it to the list to please kindly stay back all of you who've made it the 40 people and the ones who are present physically here just to be towards the end, joining us for a group photograph. So we'd request you to please join us that time and individually that time so that we can have all of you in that one frame. So with this, it is my time to kickstart again and understand who's going to join us next on the list. Could we have a look? The world goes to Priya Chandni, AVP Brand and Marketing Communication Future Generale India Insurance Limited Priya Chandni, AVP Brand and Marketing Communications Future Generale India Insurance Limited Let's give Priya a huge huge an automobile industries passionate about the power of storytelling and bringing brands to life through it. Ladies and gentlemen AVP Brand and Marketing Communications Future Generale India Insurance Limited Priya, congratulations. We'd love to hear from you. This is really exciting. I'd like to thank exchange for media, the jury for honoring me with this award. I'd like to thank my organization Future Generale Insurance, my mentor for the encouragement and the support. My family is not here but they've joined me virtually. My parents are actually hearing impaired their deaf and mute so I'll have to do a little bit of sign language to tell them I'm really thankful to y'all. I'm proud of them. Thank you. I hope I've made y'all proud. So I lead brand and communications for Future Generale India Insurance and by the virtue of it being insured and highly regulated there's very limited scope to do some really creative work.  You know just arriving at the point that mental health is equally important that physical health. So I'm a big advocate of mental health so I really urge everyone over here to kind of give equal importance to mental and physical health. We're not making the difference. No, not not implied. And yeah, I mean it's really awesome to achieve this milestone before I really hit the big 40 milestone. And last but not the least, my cheerleader can you join me on the stage. Please join me at the stage. That's okay. Thank you so much. Well, her cheerleader is going to have a fab video while coming and joining. So come on ladies and gentlemen, a huge huge round of applause for PR, AVP Brand and Marketing Communications, Future Generale India Insurance Limited. Congratulations. Well, with this, ladies and gentlemen and in new of the time, let's find out who joins us next on the list. What goes to Priyanka Padode said head of client servicing and ad chair, Pocket Aces Priyanka said head of client sourcing and ad chair, Pocket Aces ladies and gentlemen, Priyanka let's give it a huge huge round of applause as she joins us on the stage an aesthetic moment for her and her entire team. Additionally, she is solely responsible for the companies rapidly growing, rapidly growing ad chair, PNM, which she achieved by strategizing the leading ad platforms like Facebook, YouTube and Snapchat. Congratulations Priyanka. Let's give her a huge huge round of applause. We'd love to hear from you. Thank you. Thank you so much exchange for media, the jury for giving me this honor for being on this coveted list. Congratulations to all the winners here. I'd just like to take this moment to kind of recognize my past and present organizations and mentors that have really brought me here and especially my current organization Pocket Aces that is always at the forefront of creating cutting edge progressive content and gives me the opportunity to work with some incredible creative minds and incredible brands and of course thank you to my family who continues to support and encourage me always. Thank you. Ladies and gentlemen, Priyanka, head of client servicing in our chair, Pocket Aces, congratulations with this. Ladies and gentlemen, let's find out who joins us next on the list. What goes to Raghavendra Hoonsor, Chief Content Officer, Kannada, Zee Entertainment Enterprises Limited. Raghavendra Hoonsort, Chief Content Officer, Kannada, Zee Entertainment Enterprises Limited. Ladies and gentlemen, let's give Raghavendra a huge round of applause. Congratulations Raghavendra. We'd love to hear a few words from you and comments on making on the list. Thank you. Thank you, exchange for media. And this is the second time I'm part of this list. Congrats each one of you and especially Hema Arvind for my colleagues from Zee. And whenever we come on the stage, we don't come alone. We come with the entire team, the family members and the entire organization. So there are 4,000 people under 40, 50, 60 sitting there working for this content. So this belongs to all of them. And thank you Zee, thank you all the organizations I worked before. More than anything I would like to thank myself for running away from my home when I was 18 and not giving up. This is a reassurance and I would want to dedicate for all the rural talents across the country, especially in Karnataka. It doesn't matter whether you are from small town, if you dream big, it doesn't matter whether you are not studied in big business colleges or not, you can still run the business. It's okay if you don't know the English and the grammar, if you know the content. And this is again the reassurance for all of them. And I was speaking to Yash, I mean the creator of KGF yesterday we were together and all the limitation what we believe is not existing. So this is for all of them. Thank you so much. Ladies and gentlemen, let's give a huge round of applause for the chief content officer Kanada, Zee Entertainment Enterprise is limited. Well, with this, let's find out who joins us next on the list. The war goes to Rahul Magal head of design and studio signpost India and street talk India signpost India reaching credible pet stops in his ladies and gentlemen Rahul Magal head of design and studio signpost India free talk India signpost India campaigns by combining storytelling with strategic thinking. Come on ladies and gentlemen, let the applause continue as we have Rahul Magal joining us. Rahul, congratulations on this win. We'd love to hear from you. Good evening, everyone. This is an amazing moment for me right now. I can say I'm, you know very happy and I just want to thank you to my wife, my family my company signpost India supporting me all and my daughter and my wife is I just want to talk to if you can please come be great. So yeah, there's so much of effort like everyone just put in like the family, the company all this is not only for me. I simply say this is for my team at signpost India. Thank you guys. Thank you everyone. Thank you. Thank you. And my parents I'm talking to you virtually. Thank you. Thank you. We could totally feel the energy. Ladies and gentlemen a huge round of applause to Rahul and his entire team at signpost India. Congratulations. Well with this we just request Rahul Mishra. Thank you so much sir for joining us and being a part of the award ceremony today. Thank you Mr Mishra. While as we request our dignitaries to please continue being on the stage. Well with as we are moving towards the final end of this list it's going to get more exciting. Let's find out who the person is joining us next. The world goes to Richa Jan, Vice President Content Marketing Sugar Cosmetics Quench Botanics Richa Jan, Vice President Content Marketing, Sugar Cosmetics Quench Botanics. Let's give Richa a huge huge round of applause and the scope of using creative storytelling and data led content strategy to create a deep impact on business and community building. So Richa we'd love to hear from you. Guys this is seriously exciting and I'm very very happy. Genuinely I left corporate law 12 years ago to do content and at that point in time nobody cared about paid or awarded content so this has really been a huge journey and I've seen this ecosystem evolve and I really feel grateful that it has and super excited about this of course thank you so much for everyone in the jury everyone here on the stage and of course my family and my boyfriends here so Rao he's a creative person really helps me all the time but thank you so much this is super special Sir is making me announce that everybody of all of you are going to get sugar hampers all the women good day you that's why all the women were using the trumpets in applauding. Come on ladies and gentlemen a huge round of applause to Ray Shajen, Vice President Condon Marketing, Quench for Danix, with this let's find out who joins us next on the list the persons not there with us but we've got the video message Thank you to the E4M jury for choosing me to be a part of this esteemed list being the business head of the rabbit hole in these three years has been an absolute roller coaster ride too becoming the leading video content solution the agency in the country we've been able to achieve this because of our new business we've been able to achieve this because of our new business we've been able to achieve this because of our new business we've been able to achieve this because of our unwavering support from our clients old and new my mentors at zoo media Pratik and Suvid I'd like to thank my team for being so agile bursting with limitless creativity and being fearless they make me love what I do more and be my creative best every single day thank you Thank you and congratulations Rishabh studio and business head the rabbit hole zoo media on making it on the list ladies and gentlemen with this excitement ahead let's who joins us next on the list and what goes to Sathna Daswadi head brand and digital JSW Payne Sathna Daswadi brand and digital JSW Payne joining us now on page congratulations with our what an idea proposition come on ladies and gentlemen let's give Sathna a huge round of applause and with this Sathna we'd love you to say a few words please Thank you Eforum and thank you everyone and congratulations to all the winners when this first time when this mail had come and I was like okay content what does it really mean but then when I read about it and I felt that you know as a market every time we've been told that you know data is very important please look at the numbers and please ensure that everything is number leg and I think numbers without storytelling guys doesn't make sense right so this award truly feels special and thank you Eforum for putting together something like this thank you so much so ladies and gentlemen firstly congratulations to Sathna on this wonderful making to the list we'd request and thanks Elish Lodha ji thank you so much for joining us but Mr. Lodha ji before you go please say a few words please say something content creators, content makers few words please Good evening first of all I want to forgive you because I think in Hindi that's why I speak in Hindi not me maybe not everyone understood that's why it's very important I am otherwise now I shift to English because I think I am under 40 that's why I am not a very useful person to speak but content is a very interesting work and since I am a man of words and words there is no war there is no punishment whatever is left is love thank you so much Lodha ji for joining us today ladies and gentlemen let's give him a huge huge round of applause for the man himself Salish Lodha ji well with this ladies and gentlemen as we see towards the tail end of this list it's getting more exciting let's find out who the next one is joining on the list the person is not here but we've got a recorded message like jamming and arrived as a part of the 40 under 40 list it's an amazing honour and it feels really good a big thank you to the jury members also the entire E4M team thank you for making me part of this list it feels great well congratulations ladies and gentlemen let's congratulate Sagar co-father in chief innovation quick digital media private limited well with this time for us to find out the next one joining us on the list the person is not here with us but we've got a recorded message AV please and the war goes to Soumya Rathore associate director Pepsicola Pepsicola Soumya is an extremely passionate marketer who believes the future belongs to the space where there is just a position of both creativity and data and that is the space that she thrives in challenging the status quo and loves going down the path that is less travel I'm Soumya Rathore and I really like to take this opportunity to thank the entire exchange for media team and the esteemed jury for this felicitation a special shout out to all the amazing leaders who have been a part of my life and who have really shaped me into becoming the person that I am congratulations Soumya Rathore associate director Pepsicola on making it to the list well ladies and gentlemen with this it is time for us to find out the next leader joining us on the list and what goes to ladies and gentlemen Soumya Rathore associate director Pepsicola congratulations Soumya Rathore for winning this and making it to the list of E4M content 40 under 40 Shetanshu joining us on the stage ladies and gentlemen let the applause continue as we have Shetanshu joining us on the stage thank you everyone it's a small world most of our colleagues are there across the industry forums thank you for organizing the event I think it's beautifully organized after so many years we are meeting people in person what's beautiful than that thank you for pointing out so it's been a great journey I was earlier a part of ITC driving digital and content creative great space but from that great space I've moved to Panorika India driving alcohol but responsible drinking is the motor all the creative partners I think without them the content is of zero value I think they give imagery to what the thoughts are so thank you to all the creative partners who are in this space today so thank you to all of them it's been a tough time for everyone during COVID but great going thanks to my wife thanks to my family as well cheers and have a drink responsibly please thank you thank you and congratulations ladies and gentlemen Shetanshu Dixit senior manager communications Panorika India joining us well with this it is time for us to find out who joins us next on the list eyes on the screen please goes to Shivani Kamda associate creative director so she is Shivani Kamda associate creative director so she is ladies and gentlemen Shivani let's give her a huge huge round of applause as she joins us on the stage come on ladies and gentlemen let the applause continue and let's applaud and show us, show her the support Shivani with this we'd love you to say a few words no speech already I'm really sorry but yes I'm going to take this opportunity to thank everyone who's been instrumental in this win firstly E4M and the jury for putting me on the list my team at Sochias my mentors, my copykits a special shout out to my copykits and lastly my husband Sagar who's cheering from back there and my family I think I owe it to them and cheers to all the winners out here I think we're going to I'm going to creep a little less about my age now thank you perfect congratulations and gentlemen Shivani Kamda associate creative director so cheers let's give her a huge huge round of applause with this ladies and gentlemen it is time for us to find out who joins us next on the list the super bottoms Shweta Ayer associate vice president marketing senior vice president marketing super bottoms joining us Shweta Ayer let's give Shweta a huge round of applause as Shweta joins us on the stage ladies and gentlemen Shweta Ayer senior vice president marketing super bottoms congratulations Shweta on this wonderful win Shweta Ayer thank you exchange for media Vivekan Sneha for organizing this beautifully thanks to all the jury members and congratulations to all the winners I'm very happy that I've won this award for content because in the arena of marketing I think content is one thing that ties everything together whether it's social whether it's PR whether it's performance website UI customer support everything ultimately boils down to content content could make or break the game for all so cheers to all of us all content creators here thank you and congratulations Shweta ladies and gentlemen with this our next leader couldn't join us in person but let's find out who made it on the list Shweta Ayer thank you and congratulations Shweta Ayer I'm deeply honored and so pleased thank you exchange for media and the entire jury I would also like to extend my gratitude to the entire marketing team at an academy for their support thanks for all the love thank you thank you and congratulations Shweta Ayer thank you to our marketing team at an academy on making it to the list with this let's find out who joins us next on the list the war goes to Sundar Venkatraman head of content and creator ecosystem verse innovation Josh Sundar Venkatraman head of content and creator ecosystem Josh worst innovation Josh joining us on the stage ladies and gentlemen let the applause on the stage being kind and it's always the hardest working person in the room Sundar we'd love to hear from you I hope to keep this quick so thanks a lot for him it's quite a special honor because Mr. Bhattar has been seeing me for the last 17 odd years when I entered the industry this was the first guy I met actually and went out throughout this journey for all of us who have been in content do you know how tough this journey is a journey it's not a destination we all keep going we are keeping at it I'd like to thank my family my mother my son my brother and my colleagues my bosses and the entire fraternity who actually keeps us going and I would like to thank Josh today because today we are in this biggest journey of making content for Bharat and that's the biggest journey today we all are part of thanks a lot for him and good luck thank you and congratulations ladies and gentlemen for the kind of content and create our ecosystem Josh was innovation, Josh joining us well with this our next leader is not physically present but let's find out who's joining us next on the list so stoked to be on this list and honestly it was a pleasant surprise so thank you Iparam and the jury and of course Liftspace where I've been for the past several years it's been an amazing journey and I've learned so much from the founders the leaders my peers and amazing amazing team I couldn't have been here without you thank you so much thank you and congratulations Swathi AVP content and product marketing Liftspace well with this it is time for us to find out the final person making it to the list eyes on the screen and what goes to Varun AR AVP brand marketing Liftspace Varun AR AVP brand marketing Liftspace joining us on the stage Varun congratulations this is the moment you made it to the Iparam content the execution in terms of marketing makes the solutions ladies and gentlemen let's applaud Varun congratulations we'd love you to say a few words please firstly thanks a lot to Iparam for having this platform and you know recognizing talent of this nature it essentially keeps our flywheel you know moving probably faster now and this would never be possible without the team that we have at Liftspace our marketing team at Liftspace is fantastic and actually this is for them I've just been there supporting them but it's them who deserves it thank you thank you so much ladies and gentlemen with this we'd like to thank Avinash Pandey Dr. Anurag Batra and Noval Ahuja thank you so much for joining us and whilst our dignitaries Mr. Bulsara our team has requested just say a few words please ladies and gentlemen Mr. Bulsara so good evening everyone and my sincere congratulations to all you young people here as somebody rightly said I think under 40 is the new under 30 so all of you are very young I think all of you know that today content plays a very very important role in creating a brand I think the days all marketers as I see it are beginning to question you know the 90,000 crores that they spend in media and wondering if it is spent entirely wisely as you know you know the ROI or the return on investment on the media money spent over the last decade has been coming down very sharply and with every passing day for some reason the return seems to be lower so it is newer concepts and newer ideas that people like you come up with that help marketers you know unlock the value that comes out of their media spends so keep it up congratulations keep innovating keep doing new things remember because you are as good only as your today's idea even yesterday is too old so all the best for doing that thank you principle sorrow ladies and gentlemen Mr. Sam Balsaro joining us on the stage what an excellent moment this is and with this we conclude with our wonderful event but we'd love all the leaders who made it to the list of E4M content 40 under 40 to now do the honors and please join us on the stage for a group photograph ladies and gentlemen this is going to be a unison of the talent the excellence let's have you all on the stage please and let's continue with the evening of course the drinks are already served please join us ladies and gentlemen you've been a great audience thank you once again pressing all our leaders to please join us on the stage do not be hesitant and let's celebrate this moment as we have the entire leadership E4M content 40 under 40 hashtag moment right there so we'd request all our leaders who've made it to the list let's congratulate one another of course we'll then circulate and have some great time together but for now we'd request you to please be on the stage please all the leaders E4M content 40 under 40 all of you we'd request you and if our team could help arrange them so that they could be more east on the stage yeah sit down I don't know because yeah if you don't mind like yeah if some yes let's arrange let's be creative in this space as well right that's what all of you represent come on ladies and gentlemen hashtag E4M content 40 under 40 moment right there let's make some noise these are your leaders Michelle and her team you heard Sneha and Vivek's name but there are a lot more colleagues of mine so please give a picture for Michelle, Sneha, Vivek and everybody else I'm getting to know you I still don't know everyone name we hired a lot of people in you know lockdown and two of my editorial leaders are she's our exchange for media.com editor and of course all this will go on exchangeformedia.com Neeta is also there and Sagar who is a very integral part I give him a dirty look and thank you to the event management team it takes a lot so please thank them and you know they like taking photos so why don't you join in at least not you your team likes quickly so that they can get to the bar okay check check as with this we've got the eForum content 40 under 40 let's declare it for this year I'd like to humbly congratulate all the winners but before we part ways let's all enjoy the dinner and drinks together but we'd like you to see our final AV on the screen this is me Partia signing off for today


What's up everyone takedown here welcome back to another video as you guys know I am a security guard So today I'm gonna be sharing with you some of my security equipment that I have to bring with me and use every single day Let's get right into this Okay, so I don't really know where to start so I'm gonna start off with the most basic thing and that is my name tag So this is my name tag as you guys know my real name is Jason My favorite band is Lincoln Park and it's in the shape of a guitar pick and has my favorite band on it because I'm part of hard rock so I work for hard rock and That is my name tag the next thing. I'll show is my badge basically So I can't show you guys my employee number But here's my badge basically this just hooks onto my pockets and at the beginning of my shift now at the end I can use this to clock in so I just swipe it on the Machine clocks me in for the day and whenever I have to go into any go through any door since I'm security I have the highest level of Accessibility in the building so I can go through basically any door and there's a little pad by the door You basically just swipe it it Glows green makes a little noise and then you're able to go through whatever door you're trying to go through So I have access to the whole building and I need this to be able to have access to anything I need to do The next thing is Basically my radio holder. This is the little pouch that I use Now everybody in my opinion doesn't have their own But whenever I started my the first supervisor that I had told me to grab one keep it in my locker or just bring it home So that's what I do basically it just slides in I just hook it on every day This just goes on my belt loop. There is ones that are easier But I find them more of a hassle and because of two parts is easier for things to lose I'll just stick with this little one here To me I find it easier to use and it's what I need next like I said It's this is something that's really easy. Everybody likely uses uses this at work and that is just a simple pen Basically as a security guard, you need to write notes every day Started the shift you write in all the information that they present to you in the briefing and then throughout the day You write everything and you log in the times and everything that's For anything you do basically so you need a pen to be able to write in your notebook Which the notebook stays there so I can't show you guys my notebook Next is all of my cheat sheets and notes whenever I got started. So the first one here is Basically is all the phone extensions if I need to call anywhere at work all of the 10 codes Whenever I'm on the radio to use information like that The next one is just a cheap little map of our casino floor This one here I don't really need anymore it's basically how to write in my notebook Which I've been there for over two months now So it comes natural to me now and then the last one is a more detailed Map of our gaming floor. So if I need to go anywhere, I can just look at this quickly Which after being there for two or three months now, I don't need to look at those papers anymore I have them pretty much memorized, but I have them there in case I need to look at them The next is a watch because working security How it is is basically You need to know where you need to be at all times You need to know the time so you can write it in your notebook whenever you're going to do anything And you need to be on time with every posting So I basically went and bought this watch on Amazon for about $10 because I needed something And I didn't want it to hurt my wrist. So I was using a metal watch After a couple hours it started hurt my wrist since this is a cloth band It doesn't hurt my wrist. So I needed to get something like that and it helps I needed to watch anyways for work. So I decided to get that one The next thing is basically my schedule for the day. So I get this whenever I go into work I don't get it ahead of time and it basically just tells you Where I'm supposed to be when Every half an hour. So I know when my breaks are whenever I arrive at work I know when I'm supposed to be taking my breaks I know when I'm supposed to be at the main entrance on patrol on the podium It tells you where you are supposed to be at every minute of every day So it's easy to use. You know where everybody else is supposed to be So if you see somebody's not where they're supposed to be you can just remind them or whatever But it's very helpful. It has all the Employee numbers. So if you need to make shift changes you have all the employee numbers on the paper And also it has all of their radio numbers. So if you need to contact them instead of saying their name over the radio You'll say for example number three. My number is number three. So I'll say three two Fourteen can you attend podium or whatever I need them to do? It just easier that way and also has the supervisor information of who the supervisors are for the day Next is my flashlight and flashlight holder Which is something that I was told by the morning shift whenever I was in training that you will never use Working night shift. I use it pretty much every night. So Basically, it's really bright I'm not gonna flash the TV of my camera, of course because it's extremely bright But working nights if I have to go outside for any reason I have a light now And I'm not really go outside. There has to be two officers anyways But you need to see so that's why I have my flashlight I always have my flashlight if I need to go upstairs out on the balcony by the horse track races It's really dark out there. There's no lighting So I need my flashlight if I need to go out there and check on anything which usually we do every night Or inside if we have to if the techs have to open up machine in the machine There's no lighting. So if I have a flashlight on me I can just use that so they can see what they're doing to be able to fix it And it makes it go by a lot quicker if you have a light for them to see and the last thing I believe this is the last thing unless I'm forgetting something and it is my rescue breather pouch So basically inside here It has gloves inside which I'm not going to take them out because they're gonna be hard to put back in but in this It also has a CPR mouthpiece So instead of me having if I needed to do mouth to mouth to anybody instead of me going mouth to mouth I just put this and then I can breathe through this. So I guess it's for sanitary reasons I don't think I'm ever gonna have to use it It's just there in case you do because we have actual security guards who are trained as EMIRs and They are basically acting as the first responder. So since I do have my first aid and CPR course done. I could Assist but usually they're the one that's doing all of the assessment and all of the work and stuff like that Usually I'm not touching the patient. I'm not doing anything on them, but I'm there in case they need help So I assume that's why we have these So on top of that, I usually bring money if I need to get anything from the vending machine I Don't think I bring anything else to work. Honestly, I think this is it This is most of my equipment like I said my radio stays at work because everybody uses the radio So at the end of the shift you trade it to the shift that's coming in So I don't have my own radio my notebook stays there for legal reasons So if I bring it home number one It's not meant to be seen by everybody else and people that are not security guards And that means I'd be able to enter stuff after work. So you're not supposed to do that So this is everything for my security equipment that I at least remember Hope you guys have enjoyed seeing what I bring with me to work every day to use as a security guard And I will leave this video here. Please take care. Peace


Welcome everyone. So, in the previous lecture we had studied the linear programming duality theorem and the theorem let me just state it for your convenience here. We called this problem P or the primal problem which was minimize c transpose x subject to Ax equals b and x greater than equal to 0. This was the primal problem and corresponding to it we had also what is called the dual problem that maximize the decision variable was x where the decision variable is y maximize b transpose y a transpose y less than equal to c. What was the theorem? The theorem said that two parts to it if either primal or dual is unbounded then the other is infeasible. This was something we argued very easily from the duality and the second if either primal or dual has a finite optimum optimal solution value then so does the other and these values are equal. This was the statement of the linear programming duality theorem. Let me just write the name here duality theorem of linear program. Yeah, so optimal when I say it is unbounded it means that the optimal value is unbounded or let me write it as unbounded optimal value. Alright, so now this theorem is amazingly powerful actually it is not at all evident when you look at it why this should be the case but you will see that this is actually at the heart of a lot of optimization. So I will give you an example of one it also leads to a number of unusual results. So this is an example of an unusual result it is called Parkash Lemma. Parkash Lemma says the following exactly one of following is true. So it talks of two statements and it says that exactly one of them can hold. First statement is so these both of these statements pertain to a matrix A and a vector B. So vector sorry and a vector C. So let A r m cross n and let C be in r n. Exactly one of them is true. First statement is you can solve this system. So that means there exists an X such that A X is less than equal to 0 and C transpose X is strictly less than 0. The other statement is that there exists a Y such that A transpose Y equals minus C and Y is greater than equal to 0 that is the statement of Parkash Lemma. So either you can solve this equation this system of equations has a solution the first one which says that which ask for an X X is n length vector such that A X is less than equal to 0 and C transpose X is strictly less than 0 or you can have A transpose Y equals minus C and Y is greater than equal to 0. You cannot have so none of the other cases are possible which means it is not possible that both are true it is not possible that neither is true. The only case possible is that exactly one of these is true. So now this remarkably is actually a consequence of linear programming duality. So how does this come about from linear programming duality let me show you So consider to say this optimization suppose I look at the problem minimize C transpose X subject to A X less than equal to 0. Now I have not we looked at the standard form in as we looked at the primal problem having a standard form and being a minimization problem but this problem is more in this problem has the form of your dual problem actually here. So just believe me for a moment that the dual of this one so if this is my primal then the dual of this one is actually max 0 subject to A transpose Y equals minus C and Y greater than equal to 0. So if I if you took this as you can you can always write this problem as a minimization problem put it in this in the form of this primal and then take its dual you will get back this problem. This is another either way so just believe me that for that this is if this is my primal and this is this is its dual. Now this now what happens if one is true what happens if this statement one here this statement is true. If you have if there exists an X for which A X is less than equal to 0 and C transpose X is strictly negative what would that mean? Now the feasible region here A X less than equal to 0 is actually a cone right because if I can always scale X and it will continue to remain feasible. So feasible region is a cone if I am giving getting if I have one X for which C transpose X is negative then what is going to be the minimum value of this what is going to be the optimal value of this optimization minus infinity because I can always scale scale and bring it down to minus infinity right. So so it means that the primal is unbounded if the primal is unbounded the dual has to be infeasible and dual has to be infeasible means that there cannot be a Y that satisfies the dual constraint there cannot be a Y that satisfies the dual constraints which means in effect so which means in effect that two cannot be satisfied alright. So what it so let me just write it here so if one is true then P is unbounded which means D is infeasible which means two is not true. So if one is true then two cannot be true right. Now let us let us assume one is not true okay if one is not true if one is not true which means what does that mean what is the negation of one it would mean that for all X such that AX is less than equal to 0 the negation of one if one is not true means for all X such that AX is greater than equal to sorry less than equal to 0 we have C transpose X greater than equal to 0. So for all X such that AX is less than equal to 0 C transpose X is greater than equal to 0 that would be the negation of one right if one is not true this this is what it would mean right okay then what does this say if one is not true then we have for all X such that AX is less than equal to 0 C transpose X is greater than equal to 0 what does that imply look at let us look at the optimization problems again what does it say about P the optimal value of P will be 0 right because C transpose X is always greater than equal to 0 on the feasible region and at 0 at X equal to 0 its value is 0 right. So which means so this would mean optimal value of P is equal to 0 what does that say well it says that the primal has a finite optimal value which means the dual must also have an optimal value and an optimal solution right which means which means that the dual which means the dual constraint must be satisfiable right. So if the dual must have a finite optimal value which means that the dual constraint must be satisfiable so this means optimal value of P is equal to 0 which means optimal value of D is equal to 0 right which means there must exist in particular if there is an optimal solution it means it is exactly it must be at very least feasible there exists a Y that is feasible for D which means 2 is true. So if 1 is not true we got that 2 is right. So essentially this covers all the cases you can verify this if I check one possible case was with 1 is true then it meant 2 is not true if 1 is not true then it turned out 2 has to be true. So in no way can you have that both are not true nor can you have that the case where both are true. So this sort of result is what is called a theorem of the alternative of the alternative. So it essentially says that out of a given set of alternatives only 1 can work theorem of the alternatives and it became very popular after due to Farcash himself because of this very peculiar looking result this is just one form of them you as you play around with linear programming duality you can derive your own versions of Farcash Lehmann of this kind you know this which says that either this is true or that is true.


Congratulations to this year's graduates and to their faculty, friends and family who have supported them along the way. The fact we are unable to celebrate in person with ceremony pomp and gowns does not in any way diminish the magnitude of your achievements, nor does it lessen my heartfelt gratitude for this extraordinary honour. Distinguished faculty, dear graduates, I'm deeply humbled and grateful to be awarded an honorary fellowship by this extraordinary school, renowned throughout the world for its scholarship, unique expertise and activist student body. I'm just sorry that we can't be together in person. SOAS graduations are so special, showcasing as they do SOAS's global niche. For the students to be fortunate and honoured to be in this school, they have to realise they are in a place where they can learn a global, a wider, a more wiser view of the world through cultures, through languages and through the history of language in people that they are offered at SOAS. The COVID pandemic has had serious implications for education and for all of you as students, and I can only imagine that your experience of the last 18 months wasn't what you would have ideally wished to have happened or what you had expected your experience of university might be like. But what I can also say to you is that we have seen some remarkable things. We have been able to witness incredible resilience despite the trauma that so many people have faced. We have seen people being so kind to each other, remembering about neighbours, about the importance of community and helping each other. SOAS is not for box-tickers. At its heart, SOAS is about beautiful, complex people, their past, politics, poverty and power, where and how they live. The music, art and literature that brings us all joy speaks of pain and helps to build movements. SOAS celebrates the curious and embraces the activist many other institutions do not. Let it be at SOAS where the world knows brilliant minds are coming together and dedicating themselves to redefine the injustices of inequality and providing the innovative tools and know how to rebuild our world into a more just and equitable one. The fine SOAS faculty has done its work. Your instructors and professors should be very proud. Indeed, we all are. Keep the friendships you've created with your fellow students.  Take confidence too in the voice that I hope SOAS has helped you develop. The world's far from a perfect place and I can only hope that you'll go out there and do all you can to make a difference and make that world a better place. Now, more than ever, we need to make heard devices of the ignored and reverse the unhealthy power imbalances we have lived with for far too long. SOAS is the task to bring to bear a powerful spirit of global solidarity. I wish you all the very, very best for your future and remember what you do and how you do it will make a difference. My congratulations to you all on graduating. Graduation is a very special event which marks a transition point in life and I wish you the very best of luck in your careers and your future more generally. So, fabulous class of 2021. Congratulations once again. Thank you for this great honour and now get out there, celebrate and cheerfully introduce yourself. Dispense with fear. You're about to graduate from SOAS. You can do anything. Let's rejoice. Be proud of where you are and what you are learning there and get out of there and become better politicians, better businessmen, better human beings for our world to be a better place for all of us, our children and the next generation coming. Thank you so much.


Imagine a helicopter where the pilot and the experts of the helicopter feel no vibration. We're really after real discovery in the basic research area to help us in the future say vibration is no longer an issue. And that cost that goes along with maintaining systems due to vibration, we have eliminated that for systems in the future. That would be a big win. Helicopters are an interesting case study because of so many moving parts. All of those moving parts sort of an aggregate create this vibration situation that mostly is from the main rotor disk and travels down into the rest of the structure and it shakes everything and the people. So you're physically fatiguing individuals and parts. And eventually either one will break. Within this laboratory we have this multi degree of freedom shaker which is a very unique capability to have in a research environment. We invested in this because we wanted to have the capability to look at sub component technology in real world vibration conditions and to study that component technology with those complex vibration conditions to see how things fail, how things break apart. At its core the machine is capable of controlling this table and having it move in and out left and right and up and down and then rotation about those axes. So if you had previously recorded some sort of vibration scheme from something so a helicopter, ground vehicle, rocket launch, something like that you could tell the table to do that exact same sort of frequency spectrum and amplitude and so then if you had a device that say was going to have some kind of effect on said demonstration then you would put it on the table and then you would see like have I reduced the amplitude of vibration or changed the natural frequency associated with some kind of vibration. The unique thing about this facility is that we're able to gear this machine up and actually put specimens there and actually vibrate them in different directions and in different modes and different rotations and to do that simultaneously in a very precise fashion and that's what we mean by multi degree of freedom. The actual frequency band is larger so we can go to much higher frequencies and then the force associated with these large actuators is also a unique characteristic so it's a combination of multiple axes, a very wide range of frequencies and then the force capability is also high. Vibration really has an impact on the systems that soldiers use and also on the soldiers themselves. The discoveries that will come from this laboratory will really help us understand how mitigating vibration will allow us to have components that last longer that are less costly to maintain and for soldiers to help them overcome issues with fatigue and to increase the soldier comfort which will make the soldier much more effective in the battle space.