My suggestion for brands to be transparent is to be transparent with the consumers that they interact with. They have to be transparent in the information that they are giving out. They have to be transparent in the products that they are showcasing. They have to be transparent in the services that they provide because today's consumer is changing. He has, as you call, the right to information for everything. He gets access to information on various platforms where even you may not be present. So today is not the world where you can say that I have information and I can hide it. It's all there. He knows about it. So the best thing for a view to do as a brand is to give the right information. So whatever he gets, information across his customer life journey on the brand, at whichever stage he is and whatever he touches, the information is correct and transparent. And I think that is what will lead to the next step which is belief and then loyalty. I think the most important thing, like I said in my presentation, is we really need to know what the brand or the company is all about. Who is it that we are going to be talking to? And what is really important to those set of people and try and align our messaging, our products, our strategies in the most honest and transparent way so that they can appreciate, they can relate, they can understand and therefore love the brand for what it is. So I think transparency is not a black and white, it's relative to who you are talking to and really from where you're coming from. And once you decide that this is what the brand is going to stand for, then I think across all touch points and consistently over the years you need to be at that messaging. So in the case of idea for example, we have taken the positioning of an idea can change your life and it's been probably the only brand in telecom which for 10 years has been you know moving that message forward in a single unanimous way across all our touch points. I think transparency is a need that always existed, it's not going to go away, it was there yesterday, it's there today and it'll be there tomorrow. I think it's a very important pivot for any kind of brand communication to be honest and truthful because the simple thing that you're trying to do is build relationship with customers. Relationships are always based on trust. So I think transparency in honesty is going to be very very critical as it always has been.