So that is the starting and we're moving on to the next session that we have for you up next We have an accomplished global media leader who has been responsible for both the growth of the clients businesses As well as the growth of the agency in the APAC region We are pleased to welcome our keynote speaker Gordon Domblija CEO APAC wave maker Who shares his insights on building brands that truly matter Gordon is joining us from Beijing and I'll hand it over to Gordon Thank you so much for joining in the screen is all yours Thank you so much. I I'm actually in Shanghai and but yeah, it's just close enough It's still an external perspective Right. Let me please try and share my screen Okay, how are we doing is that visible? Absolutely Okay, there should be a heading that says building brands that matter how we positively provoke growth for our clients okay So firstly, thank you very much exchange for media For the invitation. It's an absolute honor to be here And I'm delighted to be able to share with you today an external perspective from outside of India on Brands that matter I'm Gordon Domblija. I am the CEO of wave maker Asia Pacific Okay, we'll jump straight into it I've you know, there's there's a few slides a couple of videos which I wanted to share So it's a bit of a step change from the fireside chat But hopefully there'll be enough time for like questions and debate afterwards. So We've seen an explosion in purpose during marketing. You know, this is undoubtedly happening across the world But I'm doubly accelerated by the COVID pandemic Nowhere have we seen this like more prevalent lead than in India which Continues to be the home of storytelling and advertising and also in emotional connection in advertising So today I'm going to talk about Why purpose is now table stakes? It's your entry point into building brands How brands that matter deliver growth What communication can do to enhance purpose for brands and I'm also going to land on a positive provocation to make meaningful innovation a core tactic for purpose driven advertising Okay I'm gonna have to do that manually never mind Okay, so throughout the pandemic consumer confidence has been eroded The Reserve Bank of India consumer confidence index has actually dropped to 48.5 in May this year That's the lowest ever on record At the same time digital transformation has accelerated for marketers and for brands and of course for agencies Who bear a lot of the brunt of like driving that transformation? So we're all striving to deliver deliver daily targets We're trying to overhaul legacy business operations and models and roots market and also create sustainable relevant purpose At wave maker. We believe there is always a better way to grow and our mission is to help our clients find it In good times and indeed in challenging times The way we do this is through positive provocation. So what that means is we uncover knowledge We uncover insights we uncover Data that helps us challenge status quo unlock new ways to grow And so what I'm going to do is you share with you some of our positive provocations For brands that matter, you know those trying to find their purpose firstly Let's define what makes a brand matter You know brands like I mean firstly for me, you know, and again, this is this is my personal take on like You know what what I've seen in my experience The brand communication is aligned to core values core values of that brand Brand taps into a universal human insight or a universal value and thirdly that the message has some sort of societal value So while functional benefits may still be communicated The brand goes beyond these Centres on a message that is relevant and distinctive to their purpose It's really interesting quote, which I really like which I'm going to share with you, which is from BlackRock Investment Management CEO Larry Frint It goes the public expectations of your company have never been greater Every company must not only deliver financial performance, but also show how it makes a positive contribution to society Without a sense of purpose no company either public or private can achieve its full potential So I think is like an incredible statement, you know, it's potentially for an investment management firm but I think it also points to the reality of Of what brands now stand for for instance, like you know, brands have become duty-bound to fulfill Probably this void in society left by governments and administrations It's telling that people now believe That they feel they have more control over brands than they do about governments They can shape the purpose of brands They can shape the direction of brands and what they stand for much more so than they can do about the political parties That are supposed to represent them At WaveMaker, we are incredibly proud to work with brands that matter We've got many companies who are building brands for purpose-driven advertising There's just a couple of like few examples here a couple from outside of of India and one very specific India example But Huawei, I think, you know, everyone knows for certain reasons However, you know, what what we did with them like, you know, they this is a really interesting interesting case They they developed an app called StorySign What this app does is essentially it turns children's books written children's books into sign language They didn't produce this app for any like financial purpose for any revenue purpose They produced it because genuinely it helps them and it helps millions of families around the world to help their children learn educate read learn phonics and learn and understand how You know and to share experiences which were previously beyond their their ability to share You know, so what we did with them is help them really distribute this to hundreds of thousands families You know genuinely changing lives with this app again not driven by profit not driven by any revenue Driven by purpose, you know, they have created something that needed to be shared DoorDash is an interesting example in in the u.s. It's a company built by immigrants really Tapping into like the diverse food cultures that we find in in really big cities particularly in the u.s But now across the world we're seeing we're seeing them grow So what we did with them is it shifts what was a very focused acquisition investment budget Just about getting acquisition always like, you know, trying to build performance Drive sales and what we've done is shift a huge chunk of their advertising And and their investment into into brand campaigns, you know, which particularly hit during like during the covid pandemic You know running the campaign from which was open for delivery, you know, when everything else was shut down Here's how we connect people to the food they love to the restaurants. They love to the To the cuisines and the taste and flavor. So they still feel part of the community now this not only increased the market share But it made DoorDash one of the top five fastest growing brands in the u.s. In 2020 Here in India, you probably all know we partner with monday's building authentic campaigns for their brands Our thank you campaign here, which is which is featured for categories There's a real rallying cry prompting people to share their thanks when interacting with merchants with like the social service industry workers So looking at these examples and and the rest of experience we have across like, you know, vast wave of global and local brands We believe having purpose is becoming table stakes. As I said, this is like your base level entry point into the game It's now a core pillar of building and growing the brand However, this brings with it a need to understand how to execute How to grow now and this becomes even more important, you know in the delivery of it So to understand How brands are battle work We unpick, you know the things that are inside like no this storytelling. So let's start with meaning Purpose provides a differentiation and meaning that brands seek With their consumers with the people by their products, but also with the brand's mission And then if you move to connection This must be much easier to create a relevant connection with people when you talk about a topic that really matters to A recent Accenture study found the 81% of Indian surveys What companies to take a stand on social cultural environmental and social political issues close to their hearts Now this is way ahead of like most other markets in terms of the need for people to see brands behave in a certain way And it really puts India at the forefront of working in in in in the world of brands that matter Third part this delivers growth Brands are over invest in in brand, right, you know, we've seen this with our Early example on doordash, you know a performance business which moved into brand advertising with purpose You know accelerating their growth and driving And driving market share and and driving revenue for their business Cantor research shows that brands recognize for higher commitments purpose have grown at twice the rates of others Now, you know, there are multiple examples many examples across multiple different categories You know look at Nike look at Google look at GE If you look at the data the Unileve shared in 2019 It shows their brands with purpose. So these are the ones that are built around Sustainable living grew more than 50% faster than the rest of their portfolio So we can see that developing a purpose lead brand does drive growth if You can connect people with a deeper meaning So i'm going to take my jacket off right at this second because it's 38 degrees outside And unfortunately the air conditioning in this room thinks it's still winter So At wave maker we create communication strategies for brands that matter by focusing on free things personally insights So how do we connect purpose with audience? Secondly imagination or maybe innovation Thinking differently about our understanding of what purchase behavior is What is the disruptor in the purchase behavior and the purchase journey of people in category in brand Finally ideas the power of ideas to bring brands meaning to life I'm now going to show you two ideas from our brilliant team in india. Let's do just that India turned to more than six small businesses and they've been fighting for survival after the coronavirus outbreak and the lockdowns presenting Not just a category ad we advertised not just for ourselves, but for thousands of small businesses across india The idea was innovative, but the technology and execution was challenging Most of the stores in india don't have a digital presence So we had to manually feed our system to create a database of local retailers Mapping them to their location, which we identified through pin codes As the ad was served to an individual an algorithm grow located the pin code And then map the various local stores in that pin code and serve the one closest to the individual in real time The ai enable system created thousands of commutations for the localized version of the same ad So many that it is even impossible to track This resulted in the first ever hyper personalized ad ever that saw the ad supported a local store The campaign was truly appreciated across india as it was picked up by major influencers The campaign was a success even on the dark social as it appeared on countless whatsapp groups across the country It was also covered by national and international press Generating free pr for the campaign and it also organically trended on twitter When all of us support our local stores all of us can have a happy Diwali not just a category ad So in that first example of the categories you see the connection created out of an immediate and universal societal issue What i'm going to show you in the second example is is one of the most memorable and lasting examples of activations by Tata T under the Jagora umbrella Power 49 set up to change the patriarchal way women voted By empowering them to make informed and independent choice during 2014 elections There's a really nice film here to to demonstrate how that works India is no place for women We cannot tolerate this kind of Incidents of crime Just look at the life cycle of a woman in india the female fetus side numbers india has ranks amongst the highest in the world Problem is does the political class of our country care? The political class had to take action we decided to strike at the roots the indian general elections Politicians have forgotten the 49 percent of the voter base that is female We launched the power of 49 with the ambition of getting 100 million women of india to cast an informed vote, but how? For the campaign to be successful, we had to target two classes of women voters Research showed us that indian television had a major role in shaping society Indian women consider real-life women protagonists on tv as their alter egos and emulate them We brought together the largest television networks of india on one platform to mobilize this cause We identified tv soap stars as key influencers for the women of barat And news anchors and social commentators as influencers of women of india women are 49 percent of the voting population in this country With the power to make or break the government the power of 49 when women vote women win Using the power of television we integrated empowerment stories into india's most popular soaps This inspired women to table their issues And draw the critical political debate in news with women issues experts The campaign also received unprecedented support from high-profile bollywood stars We brought 1.2 million real women together to build the world's first-ever crowdsourced political manifesto Given by you the indian woman We now have a women's manifesto which we are presenting to political parties across the country We presented this manifesto to some of india's most influential politicians But we didn't stop there We gave the women one final push to make their journey up till the ballot box Every woman needs to go out and vote if you don't vote you don't have the right to complain So for all the women out there empower yourself for the women The results were staggering 49 49 percent Hissa Kinnukar See Mahila we are deep push I mean it's incredibly inspiring and humbling to see It's incredibly inspiring and humbling to see what impact advertising media can actually make when working with the brand with purpose You know that aligns it so closely to its own values and its own And and its own way of thinking in its own way So we talked quite a bit about what works Um, what doesn't what are the sort of potential pitfalls that we see? Uh, this is a really interesting visual.  I mean this Completely offended so many of the people they've worked so many so hard of so many years to actually influence and win over What that shows us actually is is much harder to get this kind of purpose Driven advertising to work Functional advertising, which is, you know, traditional and very well codified is so much more easy and so much easier to get right You know, another quite example is, um, you know, very, um Closely all in india is around tide for time focusing on the challenge modern parents have in finding quality family time You know, if you look at some of the consumer response to this It's been that, you know, the execution and the delivery has been preachy That it's been lacking in insight or that there's no tangible actual benefit You know when this happens and it happens often, you know, it can actually push brands the other way I think it's quite interesting as well. Like, you know looking at what happened in can quite recently I mean, obviously, you know, the the pandemic and everything that's happened is create a lot of purpose driven advertising But, you know, you see many observers and jurors coming out saying that now actually, you know There's been a bit of a purpose parade A very worthy brands all trying to jump on a bandband without Creating any sort of distinction without creating any sort of like actual value or tangible benefit for for consumers and for the public So this is a massive watch out and It leads me to our final provocation when he clicks it That brands and and to build brands that matter we need to work harder You know, we saw the way cabriolet used data the way they use technology to support small businesses in an acute time of need Tata has consistently consistently leveraged influence developed trust for a platform that encourage us to be awake to the society and the events that are happening around us You can't just tell people we have a purpose. You need to land it in a tangible way That's from insight from understanding through authenticity for execution And every now and then I think it hurts to have a little bit of humor and a little bit of entertainment Okay. Thank you very much I am open to questions Thank you. Thank you, Gordon. So I have a few questions here and a pretty interesting one set that too Let me quickly start with the first one So the first question that we've received for you is with most brands trying to do a hyper local and personalized messaging How does a brand ensure that it's not adding to the clutter and really standing out?   What is that? What are you actually building? That's not so you don't do it But bring something to that which is like tangible which is around your brands and show that you're actually doing something That is that is connected to this. It's not just a washing of like, you know, of a brand every month for the whatever the next course is Right. Thank you for that, Gordon. Another question that I've just received now is Malls have the focused and deceptive customer set along with their family friends But still mall branding and promotion featured at the bottom of brand media promotion pyramid across agencies I believe your group and wave maker should elevate mall media in the preference list. What's your view on that? I think that's a that's a good question.  You know, so for us, I think there's an important step in terms of understanding, you know How we direct like money, you know, and I think this is not just on on on agencies.  You're not going to go far wrong Right, you know and and and for us there is an education in like, you know, how we actually spend Where do we actually spend that money to actually grow? You know, not just alternatives, which are obviously beneficial for agencies and for advertisers But demonstrate that we are supporting other businesses But it's not just about these huge monolithic companies and I think this is an absolutely critical part of um, the responsibility of brands and of agencies to demonstrate that this is what we're doing This is how you grow diversity. This is how you grow equity and this is how you grow inclusion It's not by channeling your money into into the same channels Uh, you know who genuinely don't need our money at this moment as you'll see from From the results they posted over the last couple of weeks I think this is something that we are genuinely I was looking at this the other day because I'm actually seeing this come through on on pitch requests From from clients as well.  Where do you actually divert these funds to? How are you promoting diversity and equity and like, you know, and this is going to become increasingly important And I think for us we've been pretty slow at tracking this But I think you'll see that like there's a massive step change coming which is necessarily accelerated by what's happening in the world now Right another one. No, it's interesting what it says that as a young brand manager What are your what are the trends that I should anticipate to ensure a greater ROI? Oh Firstly, I I forgot the second part of that question because I was just overwhelmed by young brand manager Oh Oh, I love this person whoever this is. I love you. Thank you Look, I mean But the one thing yeah, I so I've been in china for 14 years. This has been like my my home for 14 years and like, you know partially Because it's a good place to live but but mostly because if you're any In the communications industry if you're in the Interested in digital technology industry This is like a fantastic place to be and the one thing it teaches you is like, you know, trends are incredibly short-term like, you know, where we You know our ecosystem in china and you'll see increasingly across the rest of the world It's um, it develops at such a rate. It develops at such a rate I think that the key to staying ahead of that is that as an agency You know, we work very closely with brands and with platforms and I don't just mean like, you know the the monoliths And we also work very closely with with clients because we need to be agile We need to like understand development. We need to test and learn and and for me there is no like, oh We're going to jump on this trend. We're going to throw it up and get it and it's going to work It doesn't work like that. The only things that work are testing utility trying to understand what works what doesn't work, you know, and and to me that is You know, that that's the role of the agency, you know, we work with media channels every day We see new media channels come up every day, you know for us, you know, we have to be fully aware of like everything that's going on in this, you know And and try and track what these societal trends are and how communications are doing that now Like, you know, one of the one of the, you know, key provocations that I give I give to the people at wave maker is that, you know, we're at the forefront of shaping what digital technology looks like Yeah, every one of the people who works for us.  You know, this is this is how You know, it's works and we have so many young people in our industry. They are actually creating these trends Now it's what's interesting to me is like when you like how many time it takes a little while But when the penny drops that like what we do in this industry is actually changing the course of communications changing the course Of like how technology is developing how brands communicate, but how people communicate as well That to me is like, you know, like really inspiring really powerful and probably what keeps me a little bit young Right. So we have a lot of questions here, but sadly we only have time for one more So you can actually go ahead and head to God and up on the social networks if you really want to get into the other questions The last question that I would like to throw your way God and is how can retail evolve? How do you see exponential on ground retail planning out?  If you look at the investment by brands going into Going into physical retail into experience centers into like things that actually develop like omni-channel O2o experiences, this is like the future of of retail And I think, you know, the examples I'm seeing spring up across china in hong kong in korea You know, which was intended to be I think at the forefront of developing that that that sort of You know real real and virtual world and integrating them. They're just incredible and It won't stop. You know, and I think, you know, people You know move away from like thinking about e-commerce and and physical retail because there is no distinction You know, so it's it will all come down to experience It'll all come down to how you can provide that and how you can link the two And I think that that to me you'll you'll see that rapid rapid development in india very very soon Okay, um How do I do this? So I have questions pouring in like a hot cakes right now. I don't know what to do about them So I will try and hold you out for five more minutes. If that's okay with your garden Everybody is just dying to have you on Okay, so the next question that I have just got is you mentioned over 80% of indian consumers want brands to comment on What is happening around and also on socio-political events? However, this may result in backlash from a certain section as we've seen How should brands kind of walk this tight rope of balancing out? Convey the message as well as trying to not really offend the the greater population out there Yeah, I mean, so this came from a recent absentia study So, you know, and and it's it's not really a surprise. I don't think because you know, this is you can see the the history of Advertising and communication in india has always been about You know storytelling or integrating like people's stories, which are which are exactly about society They're about like, you know real-life environments and that storytelling has always been I think a very distinctive feature of of advertising and media in it in india now You know, just because people want something, you know, doesn't mean you have to do it You know, you don't have to like, you know, just you know have to stand for something all the time Sometimes you can just entertain, you know Sometimes, you know, there is room for functionality in in what you do and like unless you actually have, you know A reason a purpose to be involved in something and you see that there is something that your your brand like, you know Works with and there's an insight that drives it That's that's what that's what will make it happen And it doesn't have to be like the the tartar tea like, you know platform umbrella, you know, which like which to me is just like just sensational in in terms of You know the linkage of awakening the linkage of the product the linkage of the brand what it stands for and like, you know And it's distribution across across india the importance of tea to people in in terms of like how they start their day How they awaken and then what's happens in society around them to me You know that you know that comes from like one single insight But as I say, there are so many examples which are look at something that's happening now What is our role in this, you know, how do I actually understand what my role is and like, you know And to me again, it comes down to understanding comes down to insight and it comes down to authenticity If you don't have those things, you're never going to be able to execute well So, you know, and to me like, you know, a good agency would also tell you, you know what you're going down the wrong path here Because this this will cause more alienation than like you actually not embarking on it in the first place Right, uh, another thing that that's really fascinating and hearing you speak about this is also prompted me to ask this question So before pandemic as such happened a lot of brand was a lot of brands out there the marketing or the communication that was happening was directly Balancing around the product or probably the need around the product But after the pandemic, we've seen collectively throughout the industries. There is a Conversation happening around empathy or emotional quotient where brands are trying to dig deep into the nature of humanity as such and coming together So how how important firstly that is in terms of building a brand around the things that matter and secondly How where do you see the future of this sort of communication going? Yeah, yeah, I mean as I said, I really do think that uh, india is quite advanced in in in its storytelling and it's in the emotional connection it builds through advertising and free media now, um You know it again, I have a really interesting contrast the living living in china where You know advertising tends to be incredibly direct incredibly functional and incredibly focused around performance You know because everyone's just looking to grow sell like you know and and you know You are stuck in that lower funnel all the time just like pounding pounding pounding What did you sell like, you know, not just like today, but like, you know this minute this second But how are we doing so? so to me that's a You know, it's a massive contrast to where india is and and there is a balance to be had You know, and there is always a balance to be had here, you know, there is you know, all of us live under Excruciating pressure of delivering daily returns. You know, we have to get our viewership up We have to get our clicks up. I have to sell more product I have to like, you know and and people are looking at this daily So you have to balance that, you know But you know for us and like, you know, a lot of the The the tools the systems the intelligence that we apply to brands is about finding that right balance Where are you in your product cycle? Where are you in your brand life cycle? You know, what what sort of like a legacy heritage do you have? How can they actually help you make the most of that now and and for the future?  It's totally, you know set At this time for this brand in this category with these consumers in this market This is what we do. And then there are even nuances, you know between, you know Indians of our country, Chinese of our country, like the nuances of how we communicate, you know, always there Yeah, I'm doing a really good job to say it's incredibly complicated to split 100 into two numbers But it is trust me And that's and but that's that's what we do, you know And that's and that's, you know part of the joy and excitement of what we do as well That we know that we can actually influence how brands grow how consumers feel about them how they connect to them Wonderful. Thank you. Thank you so much, Gordon. I know we've taken much more time than we actually initially asked you for But thank you so much for being so patient and answering all the questions that we had for you It was a pleasure to have you I've thoroughly enjoyed it. Thank you so much and I hope everyone enjoys the the rest of the afternoon


Hi, welcome to this online course on Cathodic Protection Engineering. In this lecture internal corrosion of oil and gas pipeline is not directly related to cathodic protection. The methodologies adopted for cathodic protection engineering is entirely different from the methodologies to control corrosion of pipelines internal surfaces. However, it is very relevant to these structures because whether it is a pipeline or it is a storage tank, they face corrosion externally due to soil and internally due to the various products that they transport in the case of pipelines or store in the case of the storage tanks. So, a perspective of understanding the internal corrosion of these structures is somewhat useful and therefore, I give you a broad outline of the internal corrosion of the pipelines in this lecture. In another lecture, we will be talking about the internal corrosion control as the anodic protection methodology, especially as applicable to the sulfuric acid plants. When you talk about the internal corrosion of storage tanks, there are variety of chemicals being used. So, it is not possible to cover the internal corrosion of the storage tanks. When it comes to internal corrosion of the pipelines, the two major kind of pipelines are there, one the transport oil and gas, the other one the transport water. The oil and gas pipelines when they corrode the consequences are very severe, safety is involved, environment is involved. So, lot of measures are taken in order to control the internal corrosion of pipelines in the case of oil and gas. Not only that because it is an oil and gas, we have the flexibility to change by adding additives, but that is not possible in the case of water. So, in this lecture, we will be briefly talking about the factors affecting corrosion as far as the oil and gas pipelines are concerned and then we briefly touch upon the preventive measures. Very briefly in about three or four slides, we will talk about what are the factors that affect the corrosion of the pipelines. These are the suggested readings for the iron gas corrosion of pipelines. One is the excellent chapter by Sridha Srinivasan and Darwin C. Aden, you can find them in the ASM Handbook, Volume 13, C of Corrosion Handbook. There is a nice review by Professor Anasik on the internal corrosion of iron gas pipelines. He gives focuses, he gives focus on the modeling aspect of the internal corrosion and as well as monitoring of the internal corrosion of the pipelines. Let us look at how important it is the internal corrosion of pipelines. We have seen this in the earlier lecture as well. If you look at the number of cases appearing in terms of failures, attributable to internal corrosion, it is about 17.24 percent as per the US Office of Pipeline Safety that appeared in the year 2002. However, in look at the cost of damages that are occurring due to internal corrosion of the pipelines, it is about 15.23 percent. So, it is a significant amount of loss that happens because of the internal corrosion of the pipelines. Now, before we go into the internal corrosion of pipelines, it is better to have some brief idea about what are the materials used in the pipelines. When I say pipelines, I refer this pipelines by default to iron gas pipelines. The iron gas pipelines are given this API grades and you see here API for example, X 52. This 52 refers to the yield strength given in terms of KSI strength units. So, the pipelines of various strength levels have been developed in order to make them lighter in order to save the weight of the steel required for making the pipelines. In all these cases, you would notice that the chemistry of the steels that are employed here does not very significantly change. Since the chemistry is not changed very significantly, you will see later that all these pipelines would have a similar corrosion behavior in the iron gas sector. Subsequently, there has been another steel API 5LX80 where the strength level has gone to 80 KSI and the UTS value has gone to 95 KSI. Even over here, there are micro alloying elements in order to increase the strength. Metallurgies add to refine the grain structures and also to bring in the phases which are providing higher strength and ductility. Over here too, if you look at the composition of the steel, there is hardly significant increase in terms of elements like chromium which offers passivitin. So, as a consequence, the corrosion behavior of all these steels are very much identical. And so, when you are going to talk about corrosion of iron gas pipelines, we are not going to distinguish significantly between these steels. There are of course, some cases we will see later, certain aspect of corrosion failures they are related to the strength of the pipelines. So, these pipelines suffer the variety of corrosion problems and these problems like as simple as uniform corrosion, pitting corrosion, erosion corrosion, crevice corrosion and we also have three different types of environmentally assisted cracking. And in this case, the cracking is mainly due to the applied stresses. Of course, in the case of hydrogen induced cracking, we do not require any external stresses for the pipeline to crack. The hydrogen so entered in the steel produces the pressure and cracking radiocurs. Whereas, in the case of sulphide says cracking and hydrogen embrittlement, the applied stresses play a dominant role in deciding the susceptibility of the pipeline towards cracking. In addition to these kind of failures, we also have some failures which are specific to pipelines, which are called as top of the line corrosion failure. And addition to that, we also have microbial corrosion and filled related corrosion. These pipelines are welded and these weldments can suffer preferential attack as compared to the remaining areas of the pipelines. Let us move on to understanding what are the factors that affect corrosion of iron gas pipelines. We all know that the iron gas especially let us say crude or maybe the finished products like kerosene or a diesel are a pure natural gas. They are not very corrosive. They are non polar. How the pipelines suffer corrosion is due to the contaminants present in these products. Especially in the crude, you will see significant amount of water, carbon dioxide, hydrogen sulphide, sulphur, oxygen content and chlorides. So, these species significantly change the corrosive behavior of so called the crude actually I would say. In addition to these species sometimes you find some organic acids which are present maybe the result of decomposition of these hydrocarbons can also affect the corrosion of the pipelines. These are about the contaminants present in the crude. There are process variables. They also can significantly affect the corrosion. They involve the temperature or the product being transferred, fluid velocity and you also have sometimes multi multi phase flow. It could be gas or and a crude or sometimes water the crude. Sometimes there are other phases like the acids present in the crude, gas to oil ratios and what is the ratio of gas and oil. Oil, water to gas ratios is defined in terms of water cut and the oil type and how long the oil will persist on the surface of the pipeline. So, these are process variables. They significantly affect the corrosion of the pipelines. The microbes that are carried through these products they cause significant amount of corrosion they are called as microbial assisted corrosion, microbial assisted corrosion. There are two types of terminologies very commonly used in the pipeline corrosion which are which is called as sweet corrosion due to carbon dioxide and the sore corrosion that is due to hydrogen sulphide. Let us look at the role of metallurgy how it can affect the corrosion of the pipelines. I would like to look at metallurgy in terms of these parameters. Simply the chemistry of the steel what are the alloying elements added to it the microstructures what are the type of phases present the morphology the grain size. So, they all constitute the microstructures. If these cold worked and deformed for example and so, these are the factors we constitute overall we call the metallurgical factors. In this interestingly if the chemistry does not change significantly even the microstructures would not affect the corrosion very significantly. However, there are cases we will see later that microstructures can affect the other forms of corrosion the localized forms of corrosion. For example, let us take the uniform corrosion of the steels not much affect as long as the alloying elements are not changed. But even take when but when you look at the environmental assisted cracking we discussed before like sulphide says cracking, hydrogen induced cracking or hydrogen blistering or hydrogen embrittlement the microstructures significantly affect the integrity of the pipelines. The composition may play the microstructures play a significant role in deciding the resistance of the pipelines towards cracking. We shall now move on to understanding the role of carbon dioxide and the hydrogen sulphide on the corrosion of the pipelines. The carbon dioxide corrosion is generally termed as sweet corrosion and the carbon dioxide the dry carbon dioxide is not corrosive to steel. However, when it dissolves in water it forms a carbonic acid and the carbonic acid reacts with the steel and forms iron carbonate. The iron carbonate it reaches a saturation and forms a scale on the surface the scale is a barrier for corrosion and so it offers a reasonable protection against corrosion. But this is the overall corrosion reaction between the carbonic acid and the iron. But you can also look at the partial reactions that are involved in the corrosion process. The anodic reaction we call an oxidation of the steel is simply iron is getting into Fe2 plus plus 2 electrons and the predominant cathodic reaction is the carbonic acid is getting reduced to bicarbonate and then hydrogen gas is liberated. But the pH is going to be higher that happens in the in the crude. The carbonic acid reduction reaction becomes very low the predominant reaction in that case becomes water is getting reduced to form hydroxide and the what hydrogen is liberated. Now, it is very interesting to see how this reaction affects the corrosion in relation to the temperature. If you rise the temperature of the process fluid then the solubility of iron carbonate changes. In fact, it becomes retrograde solubility the solubility decreases when the temperature increases. So, what happens is at one hand the rising temperature increases the corrosion rate and the other hand the increase in temperature lowers the solubility. So, there are two opposing processes happening on the metal surfaces and so, the corrosion goes to the maxima and then the corrosion drops. The earliest you know relationship between the corrosion rate of the steel and the and the the carbon dioxide and the temperature was given by DeWard and Milliams. And then later it was modified by DeWard and Lowers. The equation given here is an empirical relationship obtained by experimental experiments carried out at the laboratory actually and you find it is the it is relate is inversely related to temperature and directly related to the carbon dioxide. Let us now look at the role of hydrogen sulfide on the corrosion of iron gas pipelines. As opposed to carbon dioxide the hydrogen sulfide influences corrosion of pipelines depending upon the concentration of hydrogen sulfide in relation to the carbon dioxide. At very low levels of hydrogen sulfide at 60 degrees Celsius and above carbon dioxide is very dominant and hydrogen sulfide does not play any significant role in affecting the corrosion of the pipelines. However, if the carbon dioxide partial pressure is increased and if the ratio of the partial pressure of carbon dioxide to hydrogen sulfide increases beyond 200 200 and if the temperature is below 120 degree Celsius even the small amount of hydrogen sulfide leads to the formation of a phase called as macna white. And this is a stable phase forms on the surface and thereby lowers the corrosion of the pipelines. Should the ratio of the partial pressure of carbon dioxide and hydrogen sulfide decreases below 200 then this metastable film is formed in preference to the iron carbonate especially in the range of 60 to 240 degrees Celsius and as a consequence the corrosion rate decreases. However, below 60 degree Celsius and above 120 degree Celsius that is in this range the corrosion is accelerated due to the presence of hydrogen sulfide. The process parameter namely the velocity and temperature they have a significant influence on the corrosion of the pipelines. When the flow is closest stratification that happens when the velocity is less than 1 meter per second or if the velocity is quite large goes beyond 5 meter per second. In both cases the pipeline suffers severe corrosion. In the case of stratification that is below 1 meter per second the increase in corrosion rate is mainly because of the fact that the added inhibitors they do not reach the surface and the additional reason is that the hydrocarbons which prevent the corrosion they also reach less on the surfaces. The formation of a film of hydrocarbon lowers the corrosion. So, stratification lowers the tendency of the formation of hydrocarbon film on the pipeline surfaces. At a higher velocity of course, you will have more tendency for inhibitor to reach the surface so as hydrocarbon. However, the velocity is significantly large it damages the protective films formed on the on the metal surfaces. When the flow is a multi-phase flow it has got you know gas and as well as the as was the liquid then even the 1 meter per second can cause the corrosion. So, depending upon whether it is a single phase flow or two phase flow the velocity has a significant role in affecting the corrosion of the pipelines. As we discussed earlier that the temperature has a very interesting effect the corrosion rate goes through a maxima because when you rise at temperature the solubility of iron carbonate decreases. On the other hand the rate of any chemical reaction so as corrosion reaction increases with temperatures. So, when the solubility of iron carbonate decreases with temperature it has more tendency to form a scale on the surface. So, that retards the corrosion process. So, as a consequence the corrosion rate goes through a maxima closely about 100 degree Celsius. Beyond 120 degree Celsius in fact, it appears that the corrosion rate of the pipeline is independent of the partial pressure of carbon dioxide. The role of velocity changes depending upon it is a multi phase flow or a single phase flow. So, this equation that is given here the corrosion rate is it related to the two parameters. The parameter Cr corresponds to the slug frequency, the Cr crew corresponds to the acid number of the crew. In addition to these parameters the partial pressure of carbon dioxide plays an important role and as well as the pressure drop gradient per unit length and of course, the temperature ok. The viscosity also plays an important role in deciding the corrosion rate of the pipelines. So, coming to this Cr crew which is related to the acid number of the crew the acid number means it characterizes the acid present that is such as naphthenic acid they increase the acidity they bring down the pH of the crew and so the corrosion rate of the pipeline increases. So, we have looked at the chemistry of the of the crew how it can affect the corrosion. The other factor that affects the crude oil pipeline is the microbial corrosion. Microbial corrosion is a big subject we will just briefly look at the three important microbes which are responsible for the corrosion of the pipelines. The anaerobic bacteria that is mostly the sulfate reducing bacteria it reduces the sulfate to sulfide, it promotes the formation of hydrogen sulfide films on the surface or you can also have aerobic bacteria which can oxidize the sulfur and hydrogen sulfide to sulfuric acid and so can increase the corrosion rate of the pipelines. There are other kinds of aerobic bacteria one among them is converting ferrous to ferric and another one is the manganese to permanganate. So, these are the predominant ones they affect the corrosion of the pipelines. Should there be ammonia present in any of these pipelines, then these bacteria called nitrifying bacteria they convert ammonia into nitric acid. So, the microbial corrosion is one of the important forms of corrosion affecting the crude oil pipelines or oil and gas pipelines to be called in general. So, we talked about the oil gas pipelines. The internal corrosion of gas pipelines are also equally important. In fact, in the gas pipelines the tend to be percent of the of the failures are related to internal corrosion of the gas pipelines. So, the corrosion becomes very important not only that the capital cost of corrosion prevents in is and about 10 percent of the project cost and 5 to 15 percent of the operating cost that means, the internal corrosion of the gas pipelines are very important and that has to be addressed. One of the problems that occur in the gas pipeline is the top of the line pipelines. The gases carry so, water a humidity example and these humidity they settle on the top surfaces and along with the humidity and if you have gases like carbon dioxide or hydrogen sulfide they dissolve in this moisture they dissolve in water. So, the moisture when they settle on the top of the pipeline the inner surface of the pipeline then they become severely corrosive and this becomes even more severe if the flow is stratified you know. So, and if the due conditions favor for example, the temperature of the pipeline is lower ok. So, the condensation becomes favorable so, causes small corrosion problem. One of the ways to control the top of the light corrosion is the injecting inhibitors the inhibitors will will dissolve in in water and then the deposit along with the gases on the top of the line pipelines and lower the corrosion of the pipelines. Of course, making the gas dry is surest way to control the corrosion of the gas pipelines. However, that is not practical because you want to make the gas completely dry it is not very economical. And so, water is going to be present in the in the pipeline, but however, if one can avoid hold up of water slugging for example, then the localized corrosion can be significantly reduced in the gas pipelines. Gas pipelines are known to suffer one form of problem that is called black powder formation. The black powder formation in fact, lowers the thickness of the pipelines it also causes in you know erosion of the pipelines these black particles when they dislodge from the surface ok and they can erode the pipelines. In fact, these these gases when they are transported to some of the units industrial units industrial units can suffer significant erosion damages. And this black powder formation as I indicated before is mainly because of the water presents in the gas along with the carbon dioxide, hydrogen sulfide. The presence of oxygen of course, it becomes an oxidizer it increases the oxidation or the corrosion of the metal. It is really hard to control unless you control the water carbon dioxide, hydrogen sulfide and the oxygen content of the gases. The internal corrosion control of the pipeline involves these broad categories ok. As a metallurgist or material scientist you suggest good materials, but that is hardly not possible ok. You have seen earlier that all the API grade steels there is nothing in that that suggests that these steels can resist corrosion. So, the process control is one of the most important one in controlling the internal corrosion of the pipelines. Now, the pH stabilization right you lower the pH you know that corrosion it drops oxygen, reduction of oxygen content and the water removal. And along with that adding the inhibitors the corrosion inhibitors is a good strategy to do that. In order to reduce the microbial corrosion the biocides are added where the corrosion becomes very severe ok. The application of coatings is done ok that is to increase the corrosion. There in fact, many cases people do cladding that is with stainless steels. So, that the corrosion rate can be really brought down. The other strategy as we discussed here is to keep the pipelines free from water accumulation and periodic pinging of pipelines because any deposition that is taking place will induce under a film corrosion or crevice corrosion. And monitoring corrosion is one of the most important ways of assessing the corrosion of the process fluid whether you have added enough amount of inhibitors whether the pH has been controlled whether the oxygen has been adequately scavenged all can be monitored ok indirectly using corrosion monitoring technique. Of course, in corrosion monitoring technique is a big subject. Some of them like weight loss measurements cannot detect the instantaneous changes in the pH oxygen content outer removal and there are the other techniques like linear polarization probe you one can use to determine the corrosion rate. Of course, the linear polarization probe is not applicable for gas pipelines. Corrosion inhibitors are the most important part of our strategy for controlling corrosion internal corrosion of the pipelines. And so, lot of techniques have been developed it is not very easy to to tailor a corrosion inhibitors unlike the the normal cases like we add inhibitors to cooling water system the developing inhibitors for oil and gas applications are very very difficult especially the crude applications very difficult because the corrosion occurs because of water but the amount of water present is very small. So, the the inhibitor that are that are added to the process fluid should able to dissolve in water but the fraction of water is very less in the crude. So, there are various strategies in tailoring the inhibitors and there are also different type of techniques to determine the efficacy of the corrosion inhibitors. I have just listed here some of these techniques and for more details you can refer the literature. Let me spend a couple of minutes about the role of metallurgy on corrosion of the pipelines. Stress corrosion cracking is one form of corrosion failures especially the if the inner surface of the of the pipelines can suffer due to the presence of hydrogen sulfide. When you have hydrogen sulfide it facilitates the hydrogen entry into the material causing the problem such as hydrogen embrittlement and hydrogen induced cracking. The metallurgy of this alloy is is very very important and as you notice here this is the microstructure of a steel pipeline used for transporting the the refinery product between two cities. And very you know and very interestingly these pipelines suffered severe failure within a short duration of the commissioning. Mainly because the pipeline had the features what you see here is is the inclusions a long inclusions which facilitate the hydrogen blistering. And it is very difficult to overcome the hydrogen induced cracking if we are not taking care of insulating steel that is free from these kind of inclusions. So, in order to do this there are standard tests available Nase TM0284 in the year 2003 it describes the method to qualify a steel to avoid stepwise cracking or hydrogen induced cracking or hydrogen blistering they are all referring to same kind of failure. And again there are calculations I would not go into details the standard that are shown here can be referred to understand how one qualifies a material against stepwise cracking. There are three types of cracking parameters called crack sensitivity ratio CSR, crack length ratio and crack thickness ratios. They are all talk about how the material is susceptible to micro cracking. The stepwise cracking is nothing but you know colony of cracks appearing in steel because of hydrogen intake to the steel. Water is largely transported through pipelines and water is corrosive. And the problem with respect to the water pipelines is that it is not easy to modify or choose any kind of inhibitor to control the corrosion. To look at what makes the corrosion a given water we shall now look at in in this lecture we shall briefly look at what are the characteristics of water that influence the corrosion of the pipeline. The corrosion tendency of water can be predicted using two type of indices the Langellius saturation index and the Reiseners stability index. In both indices they use two parameters pH and PHS. The pH is nothing but negative algorithm of hydrogen and concentration and the PHS is given by this equation here. These two indices while they represent the corrodeability of the water okay what makes a difference between these two are that the Langellius saturation index can go from a negative value to a positive value whereas the Reiseners stability index it has got only a positive value. So, otherwise both represent the same relationship between PHS and the pH. The table that is given here outlines the relationship between the LSI, RSI and the corrosion tendency of the water. We all know that whenever the water has a tendency to form scales right then it becomes non-aggressive that means the LSI value is 2 and RSI value is less than 4 the water has got scale forming tendency and so it is less corrosive. But as the LSI value becomes low and the RSI value becomes higher you see that the scale forming tendency of the water becomes lower and it becomes mildly aggressive. And when a LSI becomes 0 and RSI lies between 6 and 6.5 and the carbon dioxide is just in a saturation level and the pipelines do not form the scales or the water does not form the scale and so the water becomes more corrosive. As the LSI value tends to become as the LSI value tends to become more negative the water becomes very aggressive because the calcium carbonate is not having sufficient concentration to form the scale. The other reason why these water pipelines fail is due to microbially induced corrosion. What I have shown here is one of the pipelines corroded due to microbial species present in the water. This is a raw water pipeline that was used in Maharashtra actually which I have investigated personally. And you see that inside microbes have been colonizing there and you see a lot of tubicles right and these are tubicles that if you see them very closely there are large tubicles and if you break open these tubicles the microbes present in that. And inside these tubicles you will have SRB sulphate reducing bacteria and outside this tubicle you will have ion bacteria. Both cause the corrosion of the pipelines. It is not only the water pipelines, it also happens in pipelines that are used for utilities for example. And microbes are present what is seen here is a booster chiller pipeline ok used for building utility due to microbial corrosion. You can see that there is a leak the external valve you can see this here. You open up and see a dark silvery kind of appearance indicative of sulphate reducing bacteria. So, we have seen so far two aspects one is the corrosion of the iron gas pipelines and we see a very briefly the corrosion later to water. So, before we close we will summarize what you have seen so far. It is to be realized that the pipelines used in iron gas industries that the APA grades. The chemical composition does not significantly vary and as a consequence they almost have same corrosion behavior irrespective of the grades of steels. However, these steels they vary with respect to stress corrosion cracking and hydrogen embellishment. With respect to the process fluid ok the same crude or maybe gases natural gases the contaminants they decide the corrosivity of the crude or gas. These contaminants such as hydrogen sulphide, carbon dioxide, water, sulphur, oxygen, chloride, organic acids are responsible. Implicant relationships have been developed to model the corrosion of the pipelines and corrosion in all these cases are mostly controlled by the addition of inhibitors on the biosides and thank you very much.


Here we are at the British Library in London, which holds one of the richest music collections in the world. The size and significance of this library has grown thanks to uniquely important donations and acquisitions, but also because of a system called legal deposit. Since its foundation in the 18th century, this institution has been entitled to receive a free copy of every new book, newspaper or music score published in the country, to be preserved for future generations. Legal deposit libraries are, among other things, extensive repositories of editions that were never used before reaching the library. Brand new items were, and still are, ideally placed to last as long as possible in the library's collection. In these titles, Fresh of the Press, one can expect to find few or no annotations, but the situation is different for materials that were previously used, those that were owned by individuals or other institutions, before being brought to this place of preservation. In such cases, markings of various kinds and other traces of usage are often present. Yet these traces are not always mentioned in the catalogue, in part because their essence is not easily captured. Unnotations can be of radically different kinds, from old shelf marks and personal notes to performance markings and added scripts, which we might struggle to read or understand. Similarly, the identity of people who left such annotations at various times from the 19th century until today often remains unknown to us. It is not surprising then that library catalogues focus on other information to identify items correctly. They distinguish, for instance, between this edition of Mozart music printed in London between 1800 and 1803, and its reprint from around 1820 when the publisher's name and address had changed. The catalogue generally organizes musical scores by telling the story of their production. In this case, the story is set in early 19th century London, only a few streets from here, where the Italian flutist and flute maker, Tebaldo Monzani, published and sold from his shop a lot of sheet music with flute or arranged for flute. In fact, Mozart had composed this particular piece as a trio for clarinet, viola and piano. Monzani, however, wanted to cater to people who played the flute, so he arranged Mozart's trio as a quartet for flute, violin, viola and cello. In a nutshell, the catalogue tells us how Monzani first published his arrangement while he was in business with another Italian, Giambattista Cimadoro, and later reissued it under a new partnership with Henry Hill. But production is not the whole story, and certainly not the only story these editions can tell. One copy arrived at the British Library just as Monzani produced it in the early 1800s. The edition is clean and his arrangement appears next to three other ones Monzani sold in the same collection. This other copy, however, is no longer simply what came out of Monzani's shop. Someone, we don't know who, purchased only this one arrangement, not the whole collection, and stitched it together with editions of other quartets by Mozart, Beethoven, Benincori, Pierrod and Philippe Mousart. Along with a custom binding, the owner prepared a new index for each of the four parts. These are significant annotations and traces of usage, telling a story about this person's taste in chamber music, including what else they would play alongside the Mozart-Monzani arrangement. We get a sense of someone in early 19th century London mixing up music sourced both locally and from elsewhere in Europe. We get also an idea of the system of knowledge which this person followed to organize music in their personal library. It is telling, in this respect, that no difference is made in the index between originals and arrangements, between music printed for string quartet and scores with a flute replacing the first violin, and that Beethoven appears alongside Mousart, a famously flamboyant conductor of prominent concerts. For the owner of this set of parts, such differences were not reasons to sort music into different categories. In this case, annotations don't just give us a picture of what happened to Mousart's music out in the world during the 19th century. They also provide us with a glimpse into the musical universe of the annotator, into how they made sense of the music they handled. Such glimpses can be revealing of conceptions and modes of handling music that were widespread in this period. For instance, the factor arrangements were held in more or less the same regard as original works. But they can also show more subjective attitudes, in the same year, even on the same day and in the same building, different individuals had different priorities when handling musical texts. Collecting autographed music manuscripts was common enough in this period, but those who did it were often pursuing different interests. The composer Luigi Kerubini exchanged some autographs in 1836 with a prominent Viennese collector, Alois Fuchs. Fuchs would attach to most of his autographs a separate page giving information about the author, their date of birth and death, their institutional appointments. In this case, Caldara's post at the Imperial Court in Vienna is mentioned, and details about the music contained in the manuscript. Here, it is specified that the manuscript is a cantata for voice and basto continuo. Once this item came into Kerubini's possession, however, it supported a different kind of intellectual pursuit. Kerubini was not interested in whether or not the autographs he collected were complete works, or whether the piece was a cantata or a symphony. His main preoccupation was collecting short autographs. If he got hold of longer ones, he would cut them down to size, so that he could place single pages written in the hands of different composers next to each other and compare their handwriting. To remember who was who during these comparative studies, he marked each page with the composer's surname, typically in red ink in the top left corner. So while Fuchs and Kerubini were both avid autograph collectors, they left different types of traces and annotations on their items, because collecting meant different things to them. Musicians can also provide a similarly nuanced perspective on the art of 19th century performers. They provide opportunities to learn about performer-specific attitudes with and around musical texts, and perhaps shed light on how musicians understood their own act of performance. In this respect, unnotated music can complement or even correct our understanding of performers based on with whom they studied or to which school of playing they belonged. This is an edition of Beethoven's violin concerto, heavily annotated in red crayon by Ferdinand David, the leader of the Leipzig Gewandhaus Orchestra. David was also a dedicated violin teacher and editor, and the level of detail in his unwritten markings show how he would often formalize a set of fingerings and bowings to be printed in a new edition, such as this one, where his name on the title page is bigger than that of Beethoven. This kind of edition, complete with ready-made fingerings by David, would then help less experienced violinists learn to play the piece. But many other 19th century performers and teachers did not share David's calling to make music more widely accessible in this manner. The violinists and Paris Conservatoire professor Pierre Bayot left behind a richly unnotated library, but this was mostly for his own and his ensemble's use. There seems to have been no motivation on his part to formalize sets of performance indications for a wider public. David was also someone who, when rehearsing string quartet, would often reach over his colleagues' shoulders to write fingerings directly into their parts. Concertmaster habits are hard to break. While Bayot was equally passionate about playing quartets, he appears not to have worked in this way with his ensemble. So the parts are notated by these two violinists, capture elements of their differing rehearsal habits, which we otherwise would not know about, as written descriptions of what they did to prepare for concerts are scant at best. This is a kind of knowledge that is not usually gained in reading published manuals from the period on how to play the violin. Annotations may be scattered in the margins of 19th century music editions and manuscripts, but they don't deserve to remain in the margins of discussions about music and musical culture of the time. They can enrich our understanding of the many and multifaceted ways in which people interact with music and with each other while handling musical artifacts.