Global investing for Indians has typically been through direct investments in US stocks or through ETF / Index based investing on Indexes like NASDAQ, S&P 500 etc
While direct investing in US stocks is relevant for the DIY investor and investing in passive funds for the beta seeking investor; there lies a large role for actively managed global funds that use fund manager expertise to provide alpha in global investing.
Even in Indian markets; actively managed funds constitute the bulk of Indian investors asset allocation. Offering this same active fund management expertise for global investing provides the added benefits of diversification for both risk mitigation and returns plus currency appreciation.
Vested is one of the first to offer actively managed global funds on its platform. With 50+ actively managed funds across 50+ countries; you now get expertise in portfolio management across global stocks as well.
And the fund managers available are no slouches. Blackrock, Goldman Sachs, Fidelity, Morgan Stanley have hundreds years of collective expertise across multiple countries and trillions of USD of assets managed. Vested now provides Indian investors access to this expertise.
In essence the small retail Indian investors has access to a 'dreamteam' multiverse of global fund managers to choose from; thus furthur enhancing Vested's positioning as a global investing specialist
And that's what the launch campaign focused through a simple AI generated campaign
In the past couple of years; there has been increased interest among Indian investors to invest in global markets.
Indian equity markets have not really performed versus their global counterparts. While this maybe a temporary phenomenon; the fact is that global investing should be part of an investors asset allocation mix to diversify your portfolio is undeniable.
The following chart explains how winning markets winners keep changing over the years across markets.
Vested is a platform that provides investors with the option of investing in global markets through various routes - direct US stocks, global mutual funds, global managed portfolios ( akin to small case in India) and also investing in private equity in US markets through US markets.
It has spent the past 3- 4 years arriving at the right 'product-market' fit and now needed to create brand consideration among people thinking about investing globally
Vested's brand proposition was around the generic diversification theme that global investing provides with the tagline - 'diversify with ease'. This proposition; while relevant; was not differentiated versus its competition.
This competition lay in multiple forms - Indian mutual funds offering global funds, Indian equity brokers offering global investing as part of their portfolio, wealth management firms - traditional and fintech etc.
One relevant differentiator that Vested had was that while its competition treated global investing as almost an afterthought among a suite of products and services; Vested did ONLY global investing - 24x7x365. This focus is what helped it provide a differentiated experience in global investing as well as the widest range on global investing products.
Simply put; while others treated global investing as a side dish; for Vested it was the main course!
Hence the revised brand proposition - THE GLOBAL INVESTING SPECIALIST
To make this proposition come alive, the brand film idea uses an example from popular culture of an MMA fight where
the antagonist is distracted and the protagonist is focused. And that’s what
makes the difference between winning and losing.
The film idea is supported by a minimalistic print/social media campaign simply highlighting the focus of Vested and what it means to investors
Initial response to the campaign has been positive.
Sattu as a category has being seeing recent interest among fitness influencers as a natural source of nutrition ( check out Nitish Soni - Sattu King on Instagram ; for example).
However ; in the Eastern parts of the country ( major Sattu markets) it is primarily consumed at home or on roadside thela's by the everyman for his cost effective daily fix of energy ( not strength) ; especially during summers.
In recent times there has been an influx of cool/hip energy drinks aiming to provide consumers their fix of energy. These drinks are loaded with unnatural/unhealthy ingredients like processed sugar, caffeine etc.
As a market leader ( and the O.G energy drink) ; Ganesh Sattu's brand strategy aims to modernize sattu and its 'natural energy' advantage.
The campaign uses a celebrity who is a 'natural' fit for a Sattu brand in the form of Ravindra Jadeja ( a gun fielder/explosive batsman/energetic bowler- all in all a 'natural' talent) to make this strategy come alive. Other creative elements like 'Jaddu ka Sattu/Sattu ka Jadoo', ' 'Unnatural nahin; natural energy' furthur help Ganesh Sattu's efforts in positioning itself as the 'natural energy ka daily dose' in a contemporary way
Kudos to the Ganesh Consumer Products team ( @manishmimani , @devanshmimani,Ritwik Kundu, @niteshkumarpandey and others), the agency (Lowe Lintas Kolkatta - @indranilmitra , @trithitachatterjee ( troy ), @niladrimalakar , @ankitadatta and others) , the PH (Celestic Films - @gaurid and others) and the director ( @ajaynautiyal) for this campaign.
Personal Sidenote : As Brand Consultant for Ganesh Consumer; i attended the PPM for this film from the railway platform of Bukhara Station in Uzbekistan. The last time I attended a PPM from a remote location ; it was from Namche Bazaar in the Solukhumbu for a Motilal Oswal film in late 2017. That campaign turned out to be quite successful. Here's looking forward to history repeating itself with Ganesh Sattu :)#sattu#energy#natural
The multimedia campaign broke in April 2026 using print, tv, digital and on ground activation during the IPL
In a world filled with effusive adjectives; here's a sobering thought - the perfect brand strategy does not exist.
During my years in advertising, as a CMO and more recently as a marketing consultant; I have created, presented and commented on countless brand strategies.
One thing I have learned is that its impossible to find a strategy you completely agree with.
This is especially true when the decision makers are diverse groups with different levels of understanding and objectives or where the environment has a level of ambiguity/subjectivity; as often happens in branding decisions among groups.
Infact I used to comment that show me any strategy (however good it is); there is always some fault one can find in it.
As a matter of fact; a bit of discomfort may sometimes be a sign that the strategy is not cookie cutter/familiar and is differentiated!
Hence to make decision making practical; I would typically use my own interpretation of the 'Yin & Yang' symbol in philosophy ( with due apologies to the followers of chinese philosophy)
While the actual interpretation of 'Yin & Yang' maybe different ; my interpretation in the context of decision making is that in every strategy even if you agree with it ; there would always be something that you (or the group) does not agree with (Yang). And conversely there can always be a strategy that you/your group wholeheartedly disagrees with that may have something you like/agree with ( Yin)
So before evaluating any strategy ; it maybe a good idea to be philosophical of how to arrive at a decision and look for a strategy that may not necessarily be perfect; but what you mostly agree with (Yang)
I have found this helps condition the mind to be more open to ideas and practical when deciding on them.
Here's another insight from my audiophile journey that can be applied to Brand Marketing.
Its not a musical logo ( MOGO); but something that defines how we look at overall Marketing efforts - the Brand Sound Signature.
In music ; every set up has a 'sound signature'. In simplified terms ; this signature is a combination of three frequencies ranging between 20 Hz and 20 KHz (that human hearing can perceive)
High Notes ( approx 2KHz to 20 KHz) - sometimes known as treble ; these are notes are those which are most perceptible and direct. Too little treble in this region can lead to a muffled and veiled sound, while too much can produce a harsh or grating/fatiguing tone
Mids ( approx 250Kz to 2 KHz) - sometimes known as center frequencies- where maximum warmth and dialogue of the sound appears. This frequency range is often the busiest part of the mix, with many of the most important components competing for space - we can generalize and think of it as the “core" of a sound. Too little midrange can lead to an empty-sounding signature. Too much midrange emphasis can lead to a cluttered and "boxy" signature. Cup your hand and speak into it - the change you hear in your voice is the result of midrange resonance, an effect that is commonly referred to as a boxy sound.
Bass ( approx 250Hz and below) - these are the low notes add 'body' to the sound. Recall the 'thump' of bass? These frequencies ( especially at the lower end) are so low that their qualities are frequently felt by our ears more than they're really heard. Too much bass can make sound fat and undefined, while too little bass can lead to a weak sound that lacks proverbial oomph.
Sound signatures are a combination of these three notes.
For example sound with too much treble is 'bright' while that with too much bass is 'dark' .
Based on the combination, the brand signature can be W shaped( all high), V shaped ( high bass , high treble, low mids etc), balanced etc etc. Here are some examples. There are many more
But how does sound signature connect to marketing?
Just like your music set-up has a sound signature; your brand can also have a sound signature. Applying the sound signature metaphor to marketing
Highs/Treble is like performance marketing. Most perceptible and direct with immediate results. However if you only do too much of this; it may lead to customers being fatigued with your brand
Bass is like brand marketing. More 'felt' then heard. But an integral part of adding body to your marketing efforts. Building emotional connect and hence awareness and consideration.
Mids are like product marketing - the bridge between purely functional sales generation/treble and the emotional connect of brand marketing/bass. Helping move the brand from consideration to action
You may decide to have a combination of two or three of the above. In different weightages. You may even decide to have only one ( at your own peril ; ofcourse) . That's what defines your brands signature.
So the next time you plan your brands marketing campaigns; do spend some time on evaluating what kind of Brand Sound Signature you are generating.
It's what the your consumer will hear.
Disclaimer : For sake of simplicity have reduced frequency types to 3. There are many more nuances that you can read about here
Equity research reports provide an analysts perspective on the economy , sector
or stock. Theese reports are a wealth of information and much sought after by
investors ( HNI and institutional). These reports how suffer from two challenges
1. They consist of reams and reams of information tightly packed with
charts/graphs. They minimum run into double digit pages
2. Due to their
popularity and as a source of marketing; everyone seems to be generating tonnes
of research reports - retail brokers, institutional brokers, wealth management
firms, AMCs etc etc As a result there is little differentiation in terms of how
these reports are presented
Ambit Asset Management decided to do things differently.
The Brief
Ambit Asset Management runs various PMS & AIF portfolios targeted to HNIs. As part of
the marketing , they decided to create research reports of the various stocks .
The Marketing Solution
Rather than present these stock reports as individual reports; we decided to
present them as a universe of stocks . After all Ambit Asset Management was a
portfolio of stocks; then why not a portfolio of stock reports.
The name arrived
at for this portfolio came from an amalgamation of the fact that these were a
universe of 'hero' stocks in the Ambit Asset Management portfolio : AMBIT HEROVERSE
The creative idea was to treat each stck as 'superhero'. Taking cues from
superhero comics; the stock was presented as one. The superhero images were AI
generated for uniqueness, scability and cost optimisation
Rather than a boring
pdf; a flipbook in comic format was created laying out all the information in a
unique and easy to read format Have a look at various reports in flip book form .
Learning from consumer marketing, the Ambit Heroverse approach to equity
research reports presents a new way of marketing of institutional research
reports.
F.I.R.E in financial services is an acronym for Financially Independent Retire Early
As a concept it has always existed - in Financial Advisor credentials decks, on financial planners websites, on financial services brands calculators.
However it has not been marketed in a meaningful way to the average person
Thats what Finnovate has set out to do. Using the emerging need for early retirement and the insight that people dont want to stop working by compulsion but by choice; Finnovate urges people to 'GET FIRED' or better still 'FIRE THEMSELVES'
Here's the campaign
The NIFTY in 2012 was less than 6000. The NIFTY in 2024 just crossed 26000.
In 2012; 90% of traders lost money in the stock markets. Infact I had written an ad on the same as part of a larger investor education campaign
Here's the ad
SEBI just released some data on traders this week.
As can be seen; while the market has gone up over 4 times in the past 12 years and equity penetration has increase manifold; retail traders still lose money. That too in bullish markets.
Something for equity marketers to think about
If advertising can seamlessly be seen as content it makes the brand message powerful. And if this is done in the correct context using the right celebrity; then sone pe suhaaga
Ganesh Grains is a well known brand for atta, maida, suji , besan etc in the West Bengal market. However when it comes to spices; it is a challenger taking on the well entrenched competition like ITC( Sunrise), Catch, Tata etc
It's campaign for spices hence needed to punch above it's weight.
This started from the brand strategy. There are two main criterion for selection of spices( masala's) - freshness & purity. Ganesh decided to focus on the 'purity' proposition as it had a propreitery colour sorter technology that helps sift out the differentiate pure vs impure/imperfect whole spices at the grinding stage itself so that you get the purest spices.
Hence the functional proposition of colour sorter technology for purest spices
But how do we make this proposition contextual content?
Don't you sift a good apple/mango from a bad one based on its colour? Don't you see the colour of a rose to figure whether it is fit for gifting or not? Sure ; fragrance too matters; but your first level of selection is based on looks/colour.
We hence came up with the creative thought of " Rang Diye Jaye Chenna" - rang se (purity) pehchano
Then came the creative leap of presenting this context as content using a celebrity.
The idea hence came up to create a series of advepisodes ( my term:)) showing Byomkesh solving different crimes using the indelible proof of 'colour' as the proof of purity - a fake vs real Red Diamond , blood vs tomato sauce at a crime scene or even colour draining from a persons face that marks him as the culprit. When asked how ; he answers - 'rang hi hai purity ki pehchaan'
The campaign started with teasers for an upcoming film starring Anirban to create intrigue. It then morphed into a multi media launch consisting of TV ads, social media, outdoor and onground. The campaign has just been launched in end August 2024 and will run through the Durga Puja season as well
For someone entering the equity markets; the NIFTY 50 is the bellweather index to invest in. Thats because it consists of blue chip large caps comprising India's largest stocks.
However; there is another index which is the true Bharat Ka Index. An index that captures the true essence of the Indian stock market with over 90% of its market cap covered( vs 51% of the NIFTY), an index that comprises all 21 sectors ( NIFTY 50 covers only 14) and combines all the stocks of Nifty 50 Index, Nifty Next 50 Index, Nifty Midcap 150 Index, and Nifty Small Cap 250 Index. Globally too indexes like the S&P 500, S&P China 500, Stoxx Europe 500 are a bellweather of the stock market. And what's more ; the NIFTY 500 has outperformed the NIFTY 50 in terms of returns ( 15.6 vs 14.1% CAGR or 36x vs 26x ) as well as lesser volatility ( see details here)
So if you want to participate in the growth story of the Indian stock markets but don't know what stocks to buy but still want to invest; you should look beyond the NIFTY 50 and invest in the NIFTY 500. What's more there exist cost effective Index Funds that help you do this efficiantly
This is the focus of an investor education campaign by Motilal Oswal Mutual Fund. As an equity investing expert, MOAMC 's investor education efforts too go beyond generic messaging on SIPs etc to more specific messaging on how investors can make the most of the stock markets.
The creative idea has been to use the metaphor of another bellweather of the stock markets - the bull.
Have a look at the campaign below which is a combination of TV, print , digital and on ground messaging.
Campaign conceptualised by The Sweet Spot and executed inhouse by the MOAMC Marketing team
Motilal Oswal Mutual fund launched in mid 2015 with a range of active-passive and passive ETFs. As ETFs at that time were a new and nascent category; the business decided to move into traditional active funds. However; since the brand was a late entrant into a category with many established brands ( many with bank lineage) it had to act as a quintessential 'challenger brand' to differentiate itself.
The brand rewrote the category communication codes through various points of differentiation
1. The funds had an enviable track record with consistent outperformance across the various funds. Hence a competitive campaign asking consumers - Sirf ek sawaal. Why not Motilal Oswal? ( Agency Cartwheel) See the ads here, here and here.
2. While other funds had debt, commodities, equity, etc etc; Motilal Oswal Mutual Funds were unique due to their FOCUS only on equity funds. An asset class the group had been mastering for over 30 years. Hence if you were thinking about equity; you should consider the expert ( Agency Mullen Lintas). See the ad here
3. The investment team at the fund house ; lead by Raamdeo Agrawal; had created a unique investing PROCESS (QGLP) to identify stocks and had the patience to hold onto them through their growth cycle. This process was articulated in the tagline - BUY RIGHT. SIT TIGHT (created inhouse) and was practiced across all the Motilal Oswal Mutual Fund active portfolios. See the ad here ( Agency Mullen Lintas)
4. The fund house truly believed in its investing philosophy. So much so that the promoters as well as fund house were the largest investors in their own fund ; hence providing conviction and a reason to trust. See the ad here ( 'Owner eats here' idea developed by inhouse, advertising film developed by Mullen Lintas)
The above campaigns met with much success and also helped MOAMC garner assets of Rs 55,000cr + by 2023.
The brand was now in the market for almost a decade. It was time to move from being a challenger to being a mainstream brand. The investing process had also undergone a few tweaks i.e while QGLP was the bedrock of the investing process; there was a greater focus on Hi-Quality and Hi-Growth in portfolio construction. Motilal Oswal believes this focus on PROCESS we believe would lead to investing SUCCESS for investors
The advertising idea ( developed in-house) showed people managing two things with expertise to co-relate to benefiting from Hi-Quality & Hi Growth portfolios.
Motilal Oswal brand assets developed over the past 5 years were also used ( jingle, look n feel etc) for continuity and memorability. Footage was sourced from online sites rather than shooting ( for time, cost and logistical efficiencies).
EXTENDING THE CORE BRAND IDEA INTO PRODUCT MARKETING
RESULTS
The Brand Campaign had a good recall among both mutual fund investors ( 63% , n 1704) and distributors ( 61%, n 139). However more importantly as the campaign was a precursor to two important NFOs ( MOAMCs first in 7 years); the halo effect it would have in terms of granering AUM was an important parameter for success.
With extremely limited budgets; the Motilal Oswal Small Cap Fund NFO used the brand idea and garnered the highest ever category NFO collection of Rs 1350cr Even the follow up Large Cap NFO managed to garner Rs 604cr . MOAMC AUM increased to Rs 65000cr + as of Dec 2023.
The past 3 years, stock markets have delivered steller returns . This has lead to millions of new/first time investors joining the markets to enjoy ride. Most of these are DIY investors using discount broking platforms. However there is an important criterion they may have overlooked - stock markets are cyclical. They have their ups and downs. When the going is good, stock markets can thrill. But when things turn challenging and volatile; stock markets can also kill!
As Warren Buffet once said : “Only when the tide goes out do you learn who has been swimming naked.”
Motilal Oswal has been a broking form in the Indian stock markets for over 30 years. It has seen the ups and downs of the markets and knows how to navigate them. They provide this expertise in the form of equity investing advice that is most relevant to newbie investors to help them make the most of stock markets - during ups and downs
Using this insight; Motilal Oswal Financial has come out with a campaign urging investors to use MOFSLs solid advice. The creative idea uses the metaphor of the famous 'running with the bulls' event of Pamplona where people from all walks of life want to experience the unique event with consequences that are sometimes exciting and sometimes tragic. The bull ; as you would know; is a metaphor for the stock markets. Hence aptly landing on the proposition : 'Stock markets can thrill. Stock markets can also kill' Make the most of the market ride; with MOFSLs solid advice by your side.
The film uses actual footage ( purchased with broadcast rights) of the Pamplona event to execute the proposition in an authentic and cost effective way.
Ganesh Grains is a brand of various forms of grains- atta maida, suji, besan, sattu etc - available primarily in West Bengal and other parts of the East . The brand has been synonymous with quality since 1937.
The brand wanted to extend its range to spices as well ( whole and ground). The spices market in the East is dominated by Sunrise ( an ITC Brand), Cookme, Emami and other national players like MDH etc.
In spices; there are two major category motivators- freshness and purity. By virtue of its unique ColorSorter technology, Ganesh Spices are able to provide the purest spices. We decided to use this as a differentiator
However at the initial stage , the brand needed to introduce the fact that it was entering spices in an engaging way.
We hence arrived a simple communication idea that integrated the brand name in the idea itself. To furthur accentuate this we used a popular Bengali actor - Anirban Bhattacharya- to deliver the brand message.
The film consisted of a series of sequences where groups find only the roti/rice/etc on their table. They wonder - " where's the mutton/fish/subzi"! etc. That's when Anirban comes in different avtaars to answer- 'Only when Ganesh will come'
This leads them to think that Ganesh the person would be getting the balance food; thus creating a wave of expectations - 'Kab aayega Ganesh'?!!!
Anirban then reveals that Ganesh is actually the spice whose purity makes their food taste teh way it should.
The film was conceived and shot in Bengali. Here's the render.
In addition; the campaign has also been supported on outdoor, print, point of sale, social & digital media
CREDITS
Creative Agency : Blue Stockings, kOLKATTA
Production : SVF Films, Kolkatta
Media : Group M / Digital Refresh ; Kolkatta
Ganesh Grains Team : Mr Manish Mimani, Angshuman Ghosh
Stress, long hours, pressure etc...In our everyday lives we work hard for our money. But is our hard earned money working as hard as us? Average investors end up investing their hard earned money in lazy investments. Or worse still in tips and on hearsay. In effect your hard earned money; one that you have spent sleepless nights to earn; is actually sleeping!
Motilal Oswal's equity expertise based on 30+ years; provides you the advise to make your money work hard. So that you don't need to.
With recent increase in awareness in terms of long term investing; everyone is looking to invest their money. However; while everyone wants to invest; they each have a different understanding of investing and needs from the same.
Index Funds offer investors the benefits of simplification ( buying the index), value for money ( low cost as no fund manager fees) , long term wealth creation and a variety of options to satisfy every need. Motilal Oswal Index Funds have the widest such range in India straddling large cap, small caps, mid caps, factors, international equity, multi asset funds, debt, commodities etc etc.
To leverage this range; MOAMC has created a campaign promoting 'India's widest range of Index Funds' thus providing a customised investing product for every kind of investor.
The campaign is on digital media, business news TV and also print for quick awareness building
As per the request given by the team at MLL; putting down the following for the enclosed ads. This is to clearly tag the creative work done as theirs. Have acknowledged their work on other forums like LinkedIn as well as Social Media and awards etc; but as they also insist it is put on this blog for clarity; doing the needful.
While the strategy and expenses for the TV ads over here have been incurred by MOFSL and MOFSL owns the rights to the same; the idea and creatives have come from MLL; for which they have been duly compensated
Namely
Focus 1 & Focus 2 : Brief/ Tagline by by MOFSL and Creative by Mullen Lowe Lintas
Buy Right Sit Tight : Brief and tagline by MOFSL and film idea and execution by Mullen Lowe Lintas
Poor Quality Hurts : Brief by MOFSL and creative by Mullen Lowe Lintas
Skin In the Game : Strategy and 'Owner Eats Here' idea by MOFSL. Script and execution by Mullen Lowe Lintas
Mobile App : Brief by MOFSL, script , idea and execution by Mullen Lowe Lintas
Incase any of the other agencies whose ads are shown on this blog need credits; please see the relevant page and let me know and will do the needful
In 2017 ; Motilal Oswal had embarked on a brand campaign to position itself as an
equity investing expert.
We took various planks to create this positioning.
In 2017, with the backdrop of demonetisation; when people were looking for equity
investments as an alternate asset class; we created a campaign on our FOCUS on
equity. This campaign used experts doing their tasks in a surprising way - ‘
When you focus on one thing. You master it’
In 2018, when the stock markets
turned volatile (Volatility Index hit a high of 24.04 Vs 18 the previous year);
we introduced a PROCESS that would help them navigate volatility effectively –
‘Buy Right. Sit Tight’
In 2019 with retail investors burning their hands by
investing in penny stocks; we came out with a campaign espousing the need to
invest only in good QUALITY stocks- ‘Poor Quality Hurts’
In 2020; with
uncertainity in equity due to Covid, we re-iterated our BELIEF in equity and our
products by stating that we ourselves had invested a sum of over Rs 3000 crores
in our own equity funds thus demonstrating conviction and a reason to trust the
brand- ‘ The owner also eats here’
In 2021, with stock markets buoyant again and
a host of first time investors entering through direct stock investing; we
created a Phygital equity ADVISORY experience so that newbie mistakes could be
avoided with right advise and advisory tools – ‘DIY Disasters’
In 2022, MOFSL is
celebrating 35 eventful years of being in equity markets. The latest iteration
in the 'Think Equity. Think Motilal Oswal' series uses this time in the market
as a differentiator.
The essence of the campaign is based on the premise that
expertise cannot be built overnight; it needs experience. With
over 35 years of equity investing experience ; Motilal Oswal has been through
the various contours and phases of the stock market. This has helped us develop
the equity investing expertise for investors to profit from.
The campaign shows
people from everyday life who have developed expertise in what they do based on
years of experience .
In terms of execution; the signature Motilal Oswal audio
track has been used for brand recall. Another executional first for us is the use
of international talent from Japan and China that was directed remotely to give
the film a unique flavour.
New investors are jumping headlong into the market based on tips, intuition etc.
Motilal Oswal has created an a separate app Motilal Oswal Research 360- a comprehensive equity research platform offering research of all kinds to any investor . The launch idea was to demonstrate the pitfalls of investing without research using the metaphor of driving a car while blindfolded
Campaign has been executed multi-media campaign combining TV, digital promotion, social media & airports
RESULTS
Good initial feedback in media eg The Economic Times Brand Equity (here) , Campaign India (here) , exchange4media (here) and adgully (here)
20,000 + downloads across iOS & Android platforms in first week of launch and counting
This blog is about my point of view on things concerning branding and advertising. And also various marketing and advertising campaigns I have been involved with. It also showcases the strategy behind various marketing initiatives and some of the creatives done by various sources to support these initiatives; be it agencies or the marketing Team. While some of the creatives would have been done by various agencies ( reach out to me to know who did what) ; the views expressed are fully my own. You may choose to agree or disagree. Either ways let me know on thesweetspotindia@gmail.com . Cheers.
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