If at the start of the decade, if I would have told you that digital is taking over, it would have definitely been controversial. But now it's happening. If you read the recent EMUKITIA report, and every Indian spends around one hour and thirteen minutes under digital interface, and that is expected to grow at least two point eight times faster than the traditional conventional media. If you read the BCG report, which talks about that consumers, fifty percent of the consumers are going to walk into the digital revolution from the rural markets, which means the disruption is happening all across the geographies. So therefore, as business owners and marketeers, we have to make sure that digital becomes an integrated strategy in our day to day operations when we reach out to the consumers.