Imagine a billboard watching you ………

I came across this interesting article on technology and advertising in the latest issue of ‘Newsweek’. It talks of a new technology that is being developed by the National Information and Communications Technology Australia (NICTA). NICTA, a government funded research lab has developed a billboard technology that watches body language and can tell when you are bored and when you are paying attention. The idea is to entice people who are well placed to make impulse purchasing decisions-pedestrians in shopping malls, departmental stores, at airports or on sidewalks.
One of the advantages to be derived out of this technology is that advertisers could get instant feedback. It could actually tell the advertiser which part of the advertisement works and which does not.
Could the ad’s get any more intrusive???? ….I wonder if NICTA’s this experiment would be successful and will consumers accept it.

You could now get paid for ads on your mobile

This morning I was doing a google search for something on mobile industry and guess what I came across-this interesting information on mGinger.com. It is a site that pays you for getting ads on your mobile. Wondering what I am saying. Well let me explain.
How often have you felt like throwing your phone away or switching it off, sheer out of irritation of being bombarded with unwanted advertising messages on our mobiles. Ringtones of Bollywood songs, divine horoscopes or weight loss programs — the list of irksome ads coming via SMS could go on and on.
But take a second and think about this:What if they request for your permission before exposing you to ads? What if you are exposed to only those ads that are relevant to YOU at that point in time? Then, don’t you think that the nature of the exposure changes. Ads then probably turn into “Usable Information” what say? mGinger precisely does this for you. They empower you both in terms of knowledge and profit.
To be precise it is a website that not only lets you choose the kind of ads you would want to read on your cell phone but even pays you for it.
The concept is of simple social networking where the user has to invite his friends to subscribe to the service. You get to earn 20 paisa for every ad that you receive and 10 paisa for every ad your referrals receive. You also get paid 5 paisa for the text messages your referrals’ friends get on their mobile.
Started by Chaitanya Nallan an Indian School of Business, Hyderabad alumnus who is also the CEO of mGinger, the website is a revolution because for the first time in Indian history, the users are asked for permission. The users are asked for their interests. The users are requested for a convenient time and convenient number of ads per day.
I guess all of you should check this site www.mginger.com to know more

Internet TV: Seems to be the next big thing

Internet TV seems to be the next big revolution around the world, thanks to internet TV sites such as Joost launched by Niklas Zennström and Janus Friis (also the founders of peer-to-peer services Skype and KaZaA), MyTVPal, Sumo.TV (a video content site based out of UK) and India’s very own nautanki.tv. The Joost service allows free access to high-quality video streams through a simple, easy to use interface. Joost has tied up with several major US TV networks.
Similarly Mytvpal.com has a wide selection of shows. Categories include Animated Shorts, the ever-fascinating Archeological Channel, Music Videos, Internet radio, and has close to 1000 free TV stations from around the global from Argentina, Aruba, Australia to name a few.
India’s very own nautanki.tv describes itself as an online entertainment channel catering to Indians all over the world. Nautanki.TV went online eight months ago with six channels including drama, thrillers, documentaries, and humour. The online TV webcasts fixed schedule of programmes every day. It has also created a network of close to 300 websites like saffrontrail.com wherein the user can go and watch the video. 70% of its programming is generated in-house.
All of these sites are an effort towards taking the TV experience and what is good with TV today—high entertainment value, full-length programming, full-screen experience, and channel concepts—and bringing that online. You can watch what you want to watch, when you want to watch it, and where you want to watch it. Internet TV can bring many more interactive features, social networking, all of the best Internet technologies. These channels are slightly different from YouTube, which has user generated content.
The revenue model largely is paid advertising and some of these sites offer content on demand
According to another report by Adams Media Research (AMR), Internet video is expected to generate $5.8 billion by 2011, with ad-supported streaming to PCs and TVs accounting for $1.7 billion, while consumer spending on movie and TV downloads will top $4.1 billion -- up from $111 million last year. The firm sees a period of experimentation between 2007 and 2009, during which the ad-supported model will dominate. But as more consumers connect their PCs to their TVs, spending on downloads will expand rapidly and exceed ad spending by 2011. eMarketer projects video ad spending will soar to 89.0% in 2007. By 2010, one in ten dollars devoted to Internet advertising will go for video placements.
The Indian video advertisement market is expected to reach Rs 750 crore in the next 2-3 years, according to independent industry sources.
Great Potential …………

The Mogul’s next Move

I was reading the ‘Time’ magazine and cane across this interesting piece on Rupert Murdoch. I thought i must share it with everyone. The report says that the media mogul’s intention to buy out Dow Jones & Co., the Publisher of Wall Street Journal is big news on numerous fronts. The report says that he has offered to pay $5 billion fir a company whose shares fetched just $3 billion before the word of his bid leaked out on May 1. It further goes on to say that he’s very serious about his Fox Business Channel, which is due to launch later this year and would get a big boost from the Journal…and Dow Jones---brand

Murdoch Jr (Lachlan) enters the Indian Media Scene

Finally son follows suit behind father. Lachlan Murdoch, the estranged heir of Ruper Murdoch is eyeing the Indian media scene in a big way. The speculations about him picking up stake in various Indian media companies (Percept Holdings included) have been rife for sometime. Finally it’s true. His company Illyria Pty (Australia) has entered into a 50:50 joint venture with Percept Holdings to launch a talent management company. The new company Percept Talent Management (PTM) will cater to Bollywood celebrities and sporting stars. Murdoch Jr was himself present here in Mumbai to announce the launch of this new company. The joint venture with Percept is also one of his major investments in the Indian media market. PTM aims to represent notable creative and technical talent in the fields of motion pictures, television, fashion, music, sports and branded entertainment. The company foresees an estimated top-line of Rs 100 crore in the first year and is confident of growing to Rs 300 crore within two years of operations.
But Murdoch Jr’s presence in India has fuelled other speculations among media. Speculations are rife that he might pick up a stake in Peter Mukherkjea’s INX Media’s which is soon to launch general entertainment and news channels, probably a good way for him to compete directly with his father in the Indian Broadcasting space. Also the fact that Peter Mukherjea was present at the launch event at Taj Land’s End, rumours are getting stronger I guess.
Well let’s wait and watch……………..

TV’s Distorted Picture

It is Hindi news channels that reach more homes. So, why do their English rivals end up getting the premium?

It’s a story you are unlikely to catch on the 9o clock news tonight, yet it is the television news industry’s worst-kept secret. Despite the fact that Hindi news channels’ reach and content are better than those of their English rivals, the former’s advertising rates are far lower. On an average, the effective ad rate for a Hindi news channel is around Rs 1,450 per 10 seconds, while the figure for English news channels is Rs 2,250. Some media buyers point out that some Hindi news channels such as Aaj Tak and Star News do command a premium and fetch between Rs 3,000 and Rs 3,500 per 10 seconds. The catch: that’s true of only certain time bands—say, between 7 and 10 AM and 8 and 11 PM. What explains the apparent irony of the situation? Blame it on two things: the clutter in the news space, and the (wrong) perception that Hindi news channels don’t reach the creamy layer of viewers. Consider: One-third of all TV channels in India are news and current affairs. There are close to 44 news channels in Hindi, English and regional languages, beaming into 68 million cable & satellite (C&S) homes. It is believed that 10-12 per cent of all money spent on TV advertising goes to news channels. According to media buyer estimates, for the year ended March 31, 2007, the news channels garnered ad revenues of about Rs 750 crore, compared to Rs 620 crore the previous year—a 21 per cent growth. The lion’s share went to Hindi news channels such as Aaj Tak, Zee News, NDTV India, Sahara Samay, and India TV, and only 25-30 per cent went to English news channels. On the face of it, that seems like a fair story, given that for the week 01 to 10, 2007 (that is, January 1 to March 10), TAM data shows that the share of Hindi news channels was 88.5 per cent (English news channels had the rest). During this period, Aaj Tak, owned by the group that also publishes Business Today, had a share of 21.7 per cent, followed by Star News with 14.3 per cent and Zee News with 11.7 per cent. In contrast, NDTV 24x7 had a share of 3.6 per cent, followed by CNN-IBN (3.2 per cent) and Headlines Today (1.5 per cent). As per this data, the average time spent by a viewer on Hindi news is a staggering 97 minutes as compared to 20 minutes on English news channels during the said period.In other words, it is evident that Hindi news channels reach far more homes than their English counterparts do. So, why do advertisers shell out more for spots on English news? “Much to the dismay of the Hindi news channel owners, the fact remains that channel ad sales have a lot to do with perception, which in this case is in favour of English news channels,” says Atul Phadnis, CEO of Media e2e, a technology group specializing in business solutions designed for broadcasters and media companies. Of course, media buyers have their defence. “Hindi news channels compete with the mass and cinema channels and, therefore, have a lower audience profile. The English news channels, in comparison, compete with the English genre channels,” says Ajit Varghese, CEO, Maxis, part of WPP’s Group M.Guess what? That’s not entirely true. Says G Krishnan, CEO of TV Today, which runs Aaj Tak: “There is a very high duplication of English news audiences on the Hindi channels. In fact, viewership data indicates there is almost 80 per cent duplication between the Hindi and English news genres. This just goes to prove that the difference is only in perception, not in reality.” What this would indicate is that even urban India largely consumes Hindi programming. A case in point would be Bollywood. The premium on English news channels is also a factor of the cost per rating point (CPRP) matrix that media planners use for television channels. CPRP, an obsolete currency, is a relative measure as against an absolute measure. The underlying population represented by the rating point continues to grow as C&S universe expands. But CPRP itself is based on the 7,000 people meters--this is grossly inadequate to represent the television viewership habits in India. The CPRP of English news channels is higher despite lower share of viewership, compared to the Hindi news channels. Therefore, the former garners more premium. Says Phadnis: “CPRP is higher on English news channels despite their lower viewership because the perception of viewership is better.”What are the Hindi news channels, then, to do? “Create a distinct product appeal and stress on the quality of content,” says Uday Shankar, COO Star India and CEO Star News. Krishnan of Aaj Tak adds that the Hindi news channels have a much higher reach and a more diverse audience profile than English news channels do in the relevant urban English speaking markets and this fact needs to be communicated aggressively to the planners. “Also, its very important for the Hindi news channels to come together and decide on price points, as opposed to dropping their prices in an attempt to undercut rivals' client bases,” he says.But with 8-10 more channels expected to hit the airwaves over the next six months, there’ll always be some channel willing to undercut another. “Consolidation is the way forward,” quips Sanjay Dua, National Sales Head, CNN-IBN. Perhaps, but which Hindi news channels will acquire or be acquired? For an answer, stay tuned.



(Published in BT)

Channels Scream aloud from Billboards

Have you realised that while you are driving along Marine Drive, Peddar Road, Bandra flyover or any of the Express highways and you just cannot miss the TV channels hoardings among others screaming loud at you about their new shows, upcoming shows and the likes. There is absolutely no escaping from this as it follows you everywhere you go. That’s precisely the impact that outdoor advertising has.
Of the media companies, TV channels seem to be ruling the roost in grabbing most of the strategic outdoor properties. The biggest players are ofcourse the usual suspects Star, Zee, Sony and Sahara and the news channels.
Hoardings of Zee’s new season of Sa Re Gama Pa Challenge which has just launched are screaming aloud on the streets of Mumbai. Then it’s Sony’s Indian Idol. For most TV channels the new season is beginning with new serials and most of the hoardings announce the arrivals of these serials such as
According to industry sources it is believed that more than 50 per cent of Sony's spends in launching properties is dedicated to out of home. Then there are the ongoing hoardings on the regular big-ticket shows for most channels.
In addition to these big players, other contenders who use outdoors include Cartoon Network, Disney Channel, MTV, ESPN Sports, National Geography, Tata Sky's DTH, Dish TV, News Papers, Radio channels. But, most of them use outdoors generally during a launch of a big show or a supplement. However, 30-40 per cent of spends of big players go to the permanent sites on an annualised basis. Thanks to all of them, this traditional outdoor advertising space is growing.
“The outdoor industry is estimated to be Rs 1200 crore and is growing at 20 per cent year-on-year. TV channels spends would be 7-8 per cent of the total industry spends. On an annual basis television channels approximate spend would be Rs. 75 - 90 crore between Star, Sony, ZEE and Sahara,” says Nabendu Bhattacharyya, Country Head-Landscapes & Signscapes, Ogilvy Activation. Also according to industry players close to 30 per cent of these TV channels spends are dedicated to the festive rush spanning September – December.
Hoardings, or billboards, outdistance all other advertising tools in terms of sheer visibility. “TV channels also consistently use Outdoor as it not only acts as a reminder medium but it also gets people to sample a new shows,” explains Sanjay Shah, CEO, Star Sight.
Adds Bhattacharyya: “Today media is getting fragmented with so many channels. With the change of lifestyles in Metros & especially in Mumbai consumers spends on an average 9 hours out of home and therefore the need of OOH medium. This medium offers customised visibility options right from one city to multiple city, even area specific campaign can be executed. Outdoor also offers value for money campaigns right from 7 days campaign to 30 days campaigns depending on the brand needs.”
Hoarding and billboards generate quick awareness as it is larger than life ad multiple messages can be used spread across the city to target specific consumers namely working men /women can be targeted through arterial road billboard /shelters while housewives can be targeted in a residential locations shelters or in super markets/malls and multiplexes.
According to an industry player, “The outdoor medium lends itself for lot of creativity and innovation. Apart from this it is also a very flexible medium and changes can be made fast. This medium is also largely used by media companies to promote themselves to their own fraternity.”
Agreeing on this aspect is a channel official who says, “We use outdoor to reach of the people in our own fraternity apart from our target audience our viewers.”
For most TV channels and media companies, outdoor acts like final aspect of their overall media plan. As is understood from sources at SET India, Outdoor is an important medium for the channel especially in bigger markets like Mumbai. This medium tends to offer them awareness and topicality.
Going beyond billboards and bus shelters out of home as a category is fast expanding into areas like retail and entertainment. With emerging technology like LED screens, interactive facia at malls, backlit air blimps and large building wraps, the medium is only like to grow in the future.
“The future is bright” opines Shah optimistically. He says that the trend is becoming more organised and further with foreign OOH companies like Viacom, Clear Channel and Decaux eyeing this market, the industry is only in for more exciting competition.

Rakhi Sawant her usual self on ‘Koffee With Karan’

Well I was fortunate enough to catch the entire episode of Rakhi Sawant with Karan Johar on 'Koffee with Karan' on Star One. Wearing a designer Sari by Manish Malhotra, showing her cleavage and carrying a designer purse she sizzled on the show and was quite a treat to watch. As usual she was frank and straightforward and funny as well. No pretence like the other top notch celebrities would indulge in. She answered all of Karan's questions without batting an eyelid! She talked of her parents having left her, about her boyfriend Abhishek who she also considers her very good and only friend, how she believes in a live-in relationship as compared to a being in a marriage and the much more about how she maintains her sexy figure etc etc…. She also sang a song from her latest album ‘Super Girl’. She was completely at home speaking in Hindi on the show and had no qualms telling Karan that if I speak in Hindi only I will understand and so let’s speak in Hindi if you don’t mind. The bold and frank Rakhi Sawant actually got emotional on the show on two accounts and almost cried. She got emotional once when she was talking about how her parents have abandoned her. And second time on she got upset on the way media has portrayed her and labeled her as an ‘Item Girl’ which has been one of the main reason for parents to have snapped relationship with her. She answered questions thrown in by the audience and by Karan in her true original style! If she was lost in a deserted island, which 3 men would she take with her and what would she do with each of them? She replies she would take Amitabh, Sharukh and John Abraham and what would she do with them she says: Yeh bhi kehne ki baat hai”? What is her reaction on Mika's music video on the 'infamous' kiss? She gestures she would kill him. To which Bollywood director would she like to work with? She suddenly falls at Karan Johar’s feet and ask him to give her a break and also says that she likes Sanjay Leela Bhansali, How does she maintain her gorgeous, voluptuous, sexy body? She says ‘Jo God nahi deta woh doctor dete hain”. And then quickly clarifies by saying that good diet and regular exercise is the secret of her body. If she was in charge of the Indian Cricket team, what would she do? She says: I would let the cricketers take their wives along with them for the matches so that they can concentrate better on their game. Which, Karan said was a good point made and I agree with it as well.The other two guests who accompanied her on the show were her house mates from the reality show ‘Big Boss’ –Carol Gracious and Rahul Roy who only had good things tos ay about Rakhi Sawant. For all the whacky answers she gave she sure did take the Koffee Hamper with her back home.

Devil’s Advocate: Kartan Thapar corners Dasmunsi

It was interesting to watch the crossfire of words between Karan Thapar and Union Minister for Information & Broadcasting Priyaranjan DasMunsi two weeks back on a Sunday evening on the show ‘Devil’s Advocate’ on CNN-IBN. The minister was giving reasons behind his decision to ban FTV and AXN in India. Dasmunsi was really corned by Thapar and that’s precisely why it got steamy. When asked by Thapar to explain what good taste and decency means based on which the above two channels were banned Dasmunsi said, “The book speaks everything. The Cable Network Regulation Act Defines it all.” How convenient? The minister actually had no clear reasons for anything.When Thapar compared the statues and pictures of Kamasutra, Khajuraho Temples, Ajanta and Ellora etc and asked what was the difference between those and the adult content being shown on these channels, Dasmunsi very angrily replied to Thapar, “ Do not compare Kamasutra, and the statues of Khajurao with these channels.” He then specified that he was a student of Art and Literature and does understand the asthetics of art that goes behind Kamasutra and the Khajuraho statues. And one thing I have never understood and was a valid point also raised by Thapar in the interview as that when it has been clearly mentioned in the Braodcast bill that after 11 pm in the night adult content can be shown then what is the problem? To this Dasmunsi conveniently replied back saying we are planning to study and consider the law again. The point is for a channel that does not get viewership of more than 1 or 2 how doe sit make a difference? Moreover I think the content on the English channels are way better than the content on the soaps that is shown on the general entertainment channels which are much watched as well. Surprisingly kids form a large chunk of the viewer profile on GECs. Why not ban the adultrated content on GECs. I mean is there are a defined criteria at all to figure out what is in good taste and what is decent content on channels?

IPG Seeks to consolidate holdings in Lintas India

In response to a request from the Interpublic Group of Companies (IPG), the Board of Lintas India Private Limited, a leading communications group in India has approved, in principle, a proposal from the shareholders of the Company to transfer the balance 51% of the shares to IPG. The proposed transaction is awaiting approval from the relevant authorities.
The decision to integrate fully into the Lowe Worldwide/IPG system will further strengthen Lintas India’s readiness to meet the challenges of the new marketing environment in India. The decision was also an outcome of three main aspects:
1 Significant changes in the servicing needs of global clients, requiring fully integrated global management and creative teams on their brands, and the increasing needs of Indian clients for services outside the country.
2 Increasing importance of world-class expertise in Integrated Communications services above and beyond mass media. This move will open up opportunities for Lintas India’s specialized businesses to integrate fully with IPG companies abroad that are already functioning as leaders in their respective areas in advanced markets like the USA, UK and Europe.
3 Enhanced opportunities for Indian managers to contribute to the global system.

Television Online

What happens when three youngsters--one from television, another from the internet and the third from fashion and television--come together? You get Nautanki.TV, an online entertainment channel that caters to Indians all over the world. It was a real TV channel that Vikram Prabhu, Sunil Nair and Herumb Khot had set out to launch last year, before they realised that they would need at least Rs 300 crore to do so. So raising Rs 1 crore from two I-banker friends (the trio chipped in with Rs 50 lakh), they did the next best thing: launch an online TV.
Nautanki.TV went online eight months ago with six channels, including drama, thrillers, documentaries, and humour. The online TV webcasts a fixed schedule of programmes every day. “We have half hour of fresh programming every day. By end of March, we expect this go up to one hour and by June to two hours,” says Nair. Currently, 70 per cent of the content is produced in-house, while amateurs contribute the rest. The content is free to view, and the website makes money the traditional way—from advertisers on a pay per view basis. “For a 30-second commercial we charge Rs 25 per view,” says Nair.
All programmes on Nautanki.TV are typically 4-minute long, with a maximum duration of eight minutes. The website gets 75,000 visitors every day, and 40 per cent of the traffic comes from the UK and the US. The promoters are now planning to launch a Gujarati channel that will be generic in nature with news, current affairs and cultural programmes. “We are looking to extend our regional coverage then to launching Tamil, Telugu, Marathi, Bengali and Kannada channels,” says Prabhu. Needless to say, Nautanki.TV plans to tap VCs for funds in June this year.

This article was also first published in Business Today, authored by Anusha Subramanian and was later picked up by Business World. Business Today rated it as among the top 10 hot start-ups of 2007

Commercial: Crafted for Fantasies

We get upset when Richard Gere kisses Shilpa Shetty, When Rakhi Sawant shakes her arse in a music video or ban channels for indecent content. But what about some of our so called localised ads which are suggestive and vulgar that air on general entertainment channels. One such latest ad is that of ‘Amul Macho’ Underwera Ad that appears on the Hindi General Entertainment Channels. I think it is one of the most raunchy underwear commercials I have seen on TV in the recent times. As i understand the film has been produced by Black Magic Motion Pictures Ltd. The model’s name is Sana Khan. Initial look at the commercial and the setting is good, the production quality is good, the model is good. Actually initially I mistook it to probably be a detergent ad for Unilever or P&G or some local detergent brand……but then comes the twist when the village bell (the main model) shows off her husband’s ‘undies’ and stretches it and with a very suggestive look on her face scrubs the undies. The film starts with the audio ‘yeh tho bada toing hai’ and continues with it and the final tag line is ‘Anul Macho: Crafted for Fantasies’ how suggestive….Wonder if any of the authorities, givernment officials and even the Information & Broadcasting Minsiter who recently banned AXN for two months for airing ‘Sexy Advertisements’ a programme has seen?
Well below is a link to YouTube where you can view the commercial if you have not seen it already

http://www.youtube.com/watch?v=xhFkPOiegXg

Formula One Street Race..........the plan is on

Recently, there was news that India hopes to host the Formula One Grand Prix as early as 2009. This announcement gained further boost when Delhi's CM Sheila Dikshit welcomed the idea of having a street race like the one in Monaco.
Today, as i understand from grandprix.com ( where are all formula One news appears), more details on the bid are now emerging and guess who is at teh centre stage of the entire plan in India? well none other than the leading ad and media man Suhel Seth.
According to the site the next meeting to discuss further details on F1 Street Race will be held on May 15. The meeting will have Delhi's CM, Dr K K Paul, the Delhi Police Cheif and officials from other Government departments including the Central Public works department.

For more Grandprix-Live.com 2007 - http://www.grandprix-live.com

Awards and more Awards for Indian Advertising

Indian creative advertising has certainly come of age and this is clearly proved by the fact that every year agencies in India are winning global awards for their creativity. Very recently, Ogilvy & Mather and McCann Erickson won an impressive tally of metals at the Media Spikes Awards 2007 held in Bali. The Media Spikes Awards has a very high profile international jury from around the world. The profile of the jury and the extremely prudent awarding of golds at the ceremony make this an extremely tough competition, requiring entries to be above a certain standard.
While O&M scored five spikes (metals in this context) in all, McCann won four, incidentally all for Happydent. O&M's tally included one gold, three silver and one bronze spikes. In the Print Single: Public Service/ Charity Fund-Raising category, O&M got two silvers for 'IAPA Mother-Son' and 'IAPA Mother-Daughter' for its client, The Indian Association for Promotion of Adoption & Child Welfare. Another entry in the same category, 'IAPA Father-Daughter', won the agency a bronze spike. The entire campaign for IAPA (comprising these three entries) fetched the agency a gold in the Print Campaign category (a gold is awarded only to the best entry in each category). There were only two golds awarded at the ceremony. The fifth win for O&M can be credited to its integrated marketing arm, OgilvyOne, which scored a silver spike for 'Mentos Helpline' in the Digital: Websites and Microsites category. McCann Erickson's four silvers for Happydent were all for the commercial 'Happydent Palace'. The wins were in the TV: Food Products category in the TV Craft category, and for Best Use of Film Direction, Best Use of Art Direction – TV and Best Use of Cinematography. Leo Burnett was the only other Indian agency to be nominated at Media Spikes. It had one entry in the Radio category – 'Kid' for Heinz – which didn't win any spikes, but was assigned 'finalist' status. Apart from Media Spikes Awards, Ogilvy recently also won the Yahoo! Big Idea Chair for excellence in interpreting the brand message of Mentos through mentoshelpline.com. This is the 4th time in the last 3 years that Ogilvy India has won the Yahoo! Big Idea Chair.Industry experts say that we are reaching international standards and India must learn to stay there. Indian advertising creative geniuses are being recognised as being truly international and that India is a great source for creativity.
With Indian companies and individuals doing award-winning work, the country is being viewed with a new respect in the international market. India is no longer seen as a distant, mystical place where people seek spirituality. The world is more receptive to India's ability to deliver great creative work.