3 E’s For Excellence: How To Craft Compelling Content That Converts | Till It Clicks

3 E’s For Excellence: How To Craft Compelling Content That Converts

Content is at the heart of every marketing strategy. When it comes to marketing a brand and expanding business, content plays a vital role. Content is the best way to communicate with your audience and engage them in a way that they find your business interesting. 

Writing or creating content is not rocket science but it takes effort to bring the best and unique out of it, every time. If done right, content marketing can ensure that your marketing efforts are more targeted. This can lead to better customer engagement and scale up the conversion rate for your business.

Take a look at this Rolls Royce ad from 1958.

Rolls-Royce | Till It Clicks

Source: Honey Copy

This headline is regarded as one of the greatest ad copies of all time. By following the advertising mantra of ‘show, don’t tell’, this copy incorporates all the 3 E’s of content effectively. Read on to know more about how content can entertain, educate, and emotionally connect with your target audience.

Adding the Entertainment Flavour to Spice Up Your Content

Entertainment | Till It Clicks

Source: Fabrik Brand

No matter your industry or business domain,  creating content that excites your audience is absolutely necessary. This involves content that is funny, inspiring or anything that grabs the audience’s attention. For instance, many youth-centred brands have started using millennial lingo in the content they produce. This helps them maximise the effectiveness of their marketing efforts and drive up conversions by entertaining their audiences.

Consider the Rolls Royce ad mentioned above. The words ‘60 miles an hour’ and ‘loudest noise’ paint a picture and help the reader to imagine as if he/she is inside a car, accelerating fast, with the only audible noise being that of the electric clock. Rather than simply saying it is a ‘silent car’, the ad copy talks about the experience that this car will deliver, which gets the reader interested and invested instantly.

Ford recently launched a new car called Ford EcoSport SE, which is similar to its earlier version Ford Ecosport in terms of features and technology. The only difference in these cars is the outer designs and style. To market these cars, Ford India created a funny and entertaining ad that narrates the story of identical twin brothers who want to have the same feeling but look different.

Educating Your Target Audience To Boost Engagement

Educating Your Target Audience To Boost Engagement | Till It Clicks

An effective way to impact your readers is by imparting information and educating them. A great copy not only entertains but also educates prospects on the value offerings of the products or services. This helps the readers understand the product or service better and guides their purchasing decision. 

The Rolls Royce ad copy is a great example of educating readers through content. It clearly communicates the unique selling proposition of the car through its headline itself. This helps in attracting only those readers that are specifically looking for a silent or quiet car. 

With rising cybercrime incidents, many people are still sceptical of and don’t rely on digital payments. The following ad by Airtel targets such audiences and puts across a strong message that digital payments with Airtel are safe and secure. Not only is this ad engaging but also quite informative, which can encourage a lot of people to opt for digital payments.

Evoking Emotional Responses Through Persuasive Copies

Evoking Emotional Responses | Till It Clicks

Source: Customer Think

Buying decisions are never influenced by product or service features, they are driven by emotions. The key to compelling an audience to buy your product/ service is by appealing to their emotions. Persuasive content has the power to tap into human sentiments and form a deep connection with the readers. It also rewards you with loyal customers and produces advocates for your brand.

If you look at the Rolls Royce ad, it does not mention any normal luxury car offerings such as quick, comfortable and classy. Instead, it promises the upper-elite consumers exactly what they crave for – a peaceful and quiet drive. By catering to their specific needs, this ad copy thus manages to strike a chord with the right audience and compels them to buy the car.

A great example of a brand that connects with its customers through emotional ads is that of Apple. Rather than talking about features, Apple sells its products by assigning feelings to the idea of owning it. As a result, the majority of Apple customers associate Apple products with luxury, which acts as a driving force in their buying decisions.

Add any of these 3 elements to your content and you can hook your audience right away. But that’s not all, if you manage to incorporate all the 3 E’s in your content, your content’s effectiveness and customer engagement is sure to shoot through the roof. 

Want to up the content marketing game for your brand? Feel free to reach out to us. We have the most dedicated and creative content writers ready to serve you with crisp, compelling and clear content. Make your marketing campaigns stand out from the crowd by producing high-quality content with TIC.

SEO Rank | Herbea

Ramp Up Your SEO to Rank Up: Climbing the Search Results Ladder!

Identifying and targeting the right keyword is a crucial aspect of crafting a bankable and efficient SEO strategy. It is true that targeting keywords that people are actually searching for can garner significant traffic to your website. However, choosing a keyword that is specific to your business offerings can drive high-quality traffic, thereby boosting your conversions.

If the offerings of your business are very specific in terms of services, products or even geographies, then it is essential for you to target long-tail keywords. Let us understand this with the help of this example:

Consider a software development company situated in Los Angeles that is looking to fortify its SEO process for better search engine rankings. In order to chart an effective SEO strategy, the company must first determine the keyword they want to target. Should it be Software DevelopmentSoftware Development Company or Software Development Company in Los Angeles?

“Software Development Company in Los Angeles”

Software Development

SEO Ranking | Till It Clicks

This is a generic or loosely defined keyword that will produce diverse and vague search results. Being a non-specific keyword, ‘software development’ will have a high search volume. However, ranking for this keyword can be very challenging and even then, it might not yield the desired results. 

High volume keywords carry with them bigger bounce rates. Even if you manage to get ranked and bring in huge traffic with ‘software development’, there will be fewer conversions. This is because a higher rank will also attract visitors that are not your target audience. These users might visit your website but leave soon without performing any action.

Software Development Company

Software Development Company | Till It Clicks

In comparison with ‘software development’, this keyword will have a relatively low yet significant search volume. It is also more detailed which will be beneficial in attracting the right audience. With huge competition and the obviousness of this keyword, staying on top of search result rankings will be an enormous challenge. 

It may take from a few months to even years in order to meaningfully rank for ‘software development company’. Hence, your SEO or executive team is likely to run out of patience until that happens.  But once you do manage to rank for this keyword, your business is sure to witness high volume and top quality traffic.

Software Development Company in Los Angeles

Long-tail-Keyword | Till It Clicks

Source: Backlinko

With this long-tail keyword, you are sure to witness stunning and satisfactory results for your SEO efforts. As this keyword is more detailed, it will have a limited search volume but a very high relevance score. Ranking for this keyword will be a lot easier and even quicker.

Even after ranking for this keyword, it is possible that your website traffic may not be great. But the quality of this limited traffic will be extremely good and will certainly drive better conversions. Securing a top rank for this keyword will augur well for the other high volume keywords as well and help them rank quickly.

Narrowing Down Audience To Elevate Relevance

Adding modifiers or qualifiers to high-volume keywords is one of the simplest ways to make your keyword phrase more targeted. Adjectives such as luxury, best, top-quality, affordable, etc can act as modifiers that make the keyword more specific. However, geographic qualifiers are much more powerful than adjective qualifiers as they help in narrowing down the audience based on your preferred geography and aids in Local SEO. While this results in attracting a smaller audience, the relevance score shoots up significantly as you witness better conversions.

Do you wish to scale your SEO efforts and move up the search engine rankings? Get in touch with TIC today! Our experts work with you to reinforce your SEO strategy and also assist you in identifying the right keyword that you need to target. Improve your search result ranking and propel your business’ profits successfully with TIC.

Micro Experiences in Business | Till It Clicks

Micro Experiences in Business: Small Showers That Set Off Powerful Storms

Micro experiences are brand interactions that take place across multiple online and offline channels. Each of these interactions or micro experiences can be looked at as opportunities to influence how the customer perceives your brand. It is thus imperative to intelligently manage all touchpoints, internal and external, in order to set your brand apart.

Micro experiences constitute simple ideas that simplify efforts, personalise communication, address customer concerns or improve brand recall and recognition. Although these are small or seemingly insignificant changes, they do contribute to creating a huge impact on the overall customer experience. This, in turn, can help you to deliver better value to customers and optimise your marketing efforts for better results.

Micro experiences can be everywhere. Here are some examples of how businesses can use micro experiences effectively:

Simplifying Form Filling

Simplifying-Form-Filling | Till It Clicks

Source: Colorlib

Online forms are a great way for businesses to understand their customers and improve their efforts for better business. However, while doing so, it is also important to make the form filling process a lot more convenient for the customers. For example, consider that the majority of your customers are millennials and the form consists of a section for ‘Date of Birth’. In such a case, ensuring that the options in the form start from 1980, so that the users do not need to scroll too much to find their year of birth. This can create a good micro experience.

Strengthening Customer Connections

Strengthening-Customer-Connections | Till It Clicks

Source: Boomerang for Gmail 

Making your emails more appealing through humanised language is essential in order to build lasting relationships with your customers. It can make them feel as if they are having a real conversation and not just being marketed to by businesses. Starting your emails with a simple ‘Hey Buddy’ instead of a bland ‘Dear Customer’ can be a great micro experience.

Upgrading Smartphone Experiences

Upgrading-Smartphone-Experiences | Till It Clicks

Soure: Apple

With constant innovations and futuristic ideas, Apple has been a pioneer of a number of micro-experiences. Pressure-sensitive 3D touch, home button removal, and Face ID are a few of the features that Apple has introduced in recent years.

These features, in spite of being small just small updates over the earlier features, have created impactful changes and revamped the smartphone experiences of Apple customers.

Ensuring Safety and Sanitisation

Ensuring-Safety-and-Sanitisation | Till It Clicks

The COVID-19 pandemic has highlighted the significance of minimising contact between individuals and ensuring proper hand hygiene. As a result, the foot pedal sanitiser machine was introduced to mitigate the spread of germs through hand contact. While this is a good micro experience, the touch-free sanitiser proves to be an even better micro experience as it completely prevents the spread of germs and guarantees more safety.

Creating Immersive In-store Experiences

Creating-Immersive-In-store-Experiences | Till It Clicks

Source: Hyatt Place

Right from the location and lighting to even ‘scent’ plays a vital role in imparting meaningful store experiences to customers today. Smell has the ability to trigger memories in human beings. Hence, having a distinctive scent for your store can be an effective micro experience for customers. It can help them to associate that specific scent with your store, thereby improving brand recall and recognition.

Unearth the Secret to Strong Brand Loyalty

Regardless of the channel or size, every brand experience can be looked at as a way to improve customer engagement. Delivering great value to customers through the smallest of actions can have a major impact on how the brand is recognised. Micro experiences should thus be viewed by marketers as important assets in fostering strong brand loyalty.

Do you want to take a deeper dive and get insights into implementing micro experiences for your marketing campaigns? Talk to us at TIC today! We can help you deliver better micro experiences for all your important touch points, optimise your marketing efforts and boost your conversions!

Employer-Branding-Some-Ideas-And-Strategies | Till It Clicks

Employer Branding: Some Ideas And Strategies

Simple strategies to perk up your company’s employer value proposition

What has changed in the recent past

Employer branding has increasingly become an urgent need for employers in the last few decades, and especially so in this emerging, changing current era, as it is still being shaped by global changes and exigencies. Recent generations of employees have, in a way, become spoilt for choice, if one may say so in a lighter vein, but not only that. It is also an inevitable part of the kind of global technological changes that the world has seen in modern times. Successive generations will turn out more and more technologically literate as they will be brought up on science and technology since childhood. They will, as a matter of course, acquire a friendliness with leading edge developments and by virtue of their up to date education will be more and more in a position to dictate their own terms to future employers.

Employers around the world must address and efficiently meet the urgent need to project the worthiness of a company as a deserving employer, as a place that is worth spending most of an employer’s work life in, which offers the employee creative, lasting benefits and adds something of real human value to an employee’s life, besides providing a stable sustenance and friendly work environment. The survival and thriving of companies is inextricably linked to the satisfaction of their employees with their work and employer.

There is a way around hassles

The previous blogs have made it evident that employer branding is now a key factor in the life of companies. It is the new challenge of the current times. However, the execution can be tricky because it is highly cross functional in nature. When you start diving deeper, you realise that there is a great deal of overlap between HR and Marketing. The HR team can feel that it falls under Marketing and vice versa.

We, at TIC, tried to look at the problem objectively and realised that even without touching the core of HR policies and frameworks, a lot can be achieved in this regard. Every employer starts a business with the backstory of wanting to make the world a better place. However, as the company grows, the founders get too engrossed in growing the business and never get the time to convey the ‘Why’ behind their business. Thus the value of the business never percolates all the way down to the new joinees. And therefore, employees look at the company as a money vending machine, and move on as soon as they find a higher paying employer.

How millennials think

Generations that have been brought up on science and technology since childhood, and have had them as an integral part of their environments, also have a restless mind that seeks to advance its understanding of technology. They want to keep learning, not just to keep abreast of developing trends but also possibly to try and innovate something new. If the employers are stuck in a previous era, the employees are not likely to stick with them.

Our previous blogs in this series have dealt in more specifics with the changing global situation and its repercussions on our daily life, whether the changes be the result of generational change or current local and global events. We took into perspective the urgent need for employers to make changes in their policies and workplaces or work cultures to keep their employees inspired, dynamic and efficient. This blog will briefly introduce an outline of practical strategies that employers can use to achieve better employee attraction, retention and performance.

More human solutions and participation

Employers must work towards creating an employee oriented atmosphere which isn’t cold and impersonal, but engaging and participatory. The employees must be aided in every way to imbibe the feeling of being part of the company’s larger goal, of being part of the family that the company could be projected to be, instead of a mechanical machine without a human face. Employees will treat the employers in the same way the employers treat their employees. This reciprocatory relationship ultimately translates into the overall status of the company’s well-being.

One more thing that affects employee performance and influences their general conditioning as they show up for work everyday is the degree of anticipation they come with. Boredom is an extremely important factor. If the employee comes to work every day with a foreboding that they are going to find everything exactly as it was the previous day, they aren’t going to be very motivated. Furthermore, if they believe in the work and the goal that the company has set for them, they will show up with positive anticipation and motivation.

Some companies like Google or Tesla are able to do a good job with letting their people know the WHY of their business. And have you met the employees of these companies? They treat their employment like a prized possession and are willing to go to any lengths to help their company succeed.

Employers need to tell their story to their people. Just like a YouTube Ad that plays again and again to drive a point home, Employers need to find ways and means through which the story can be conveyed to the employees. They should bring employees up to speed through all possible avenues. We call these avenues Employee Touchpoints. What we have realised is that if these Employee Touchpoints are correctly identified and modified, it can leave a tremendous impact on existing as well as future employees.

Letter of Appointment – An example of Employee Touchpoint

A person on an average works at about 5 to 10 jobs in a span of 30 years of career. Which means that they receive only 5 to 10 ‘Appointment Letters’ in their entire lifetime. Chances of them preserving these ‘Appointment Letters’ is high. If companies can put a small additional effort in making the Appointment Letters remarkable  the employee is likely to remember it for a lifetime. “Remarkable” here can be in terms of the content of the Offer Letter as well as the way the Letter is presented.

Here’s an example of an offer letter that addresses a human being, instead of just a new name in the company’s employee roster.

Employer Branding: Some Ideas And Strategies | Till It Clicks

Something on these lines can make for a very human appointment letter to a fresh, without compromising at all on professionalism. This sample letter is just an example to inspire your imagination.

Welcome Video from the Founders – An example of Employee Touchpoint

Here is another example. We have already established the fact that it becomes very difficult for the founders to welcome the new joinees personally, and tell the story of the company to them. How do we solve this problem? Simple. Create a smashing video where the founders share their brand story in their own words. Here is the Adobe example for inspiration.

How about sharing a video like this along with a unique Offer Letter email? Can you imagine how motivated and ecstatic the employees would show up on the first day of work?

In conclusion

We at TIC have identified over 20 unique Employee Touchpoints which can be easily integrated in your employer branding strategy. We help you identify the right Employee Touchpoints suitable for your business, and then build them for you.

Although it isn’t much talked about, boredom is a great factor in all aspects of human life. Employer branding strategies are an attempt to deal with the challenge of boredom in an employee’s work-life. Delivering a remarkable work experience is simply about finding creative ways to help employees efficiently tackle the challenge of boredom. A happy employee is a very efficient employee. A creative employer is a remarkable employer.

We are human beings. No matter how impressed our work-lives may be by statistics, our lives cannot be plotted on a chart. Human problems require human solutions. There is much to be gained from simply being human, without compromising on professionalism. Simple, inexpensive ideas can be used to condition and recondition both the employer and the employee. The benefits will be lasting and dramatic. Till It Clicks offers just these ideas and practical strategies for the benefit of your company.

What-do-millennial-employees-want | Till It Clicks

Who are the millennials? Why do they matter? Employers take notice, adapt.

The large group of active engineers, scientists, data scientists, software developers, team leaders, managers, artists, entrepreneurs, various professionals, educators, leaders, innovators and experts in their chosen fields, who started working professionally some time in the last 5 to 15 years, are the millennials. They are the ones at the forefront of their chosen disciplines who are driving the change in today’s world. 

It is a known psychological fact that we are in many ways a product of our times. Here in India, we have heard of generation gaps between those born in the era of the British rule and their progeny. The well spoken-of and heard-of generation gap has also been a source and cause of conflict between generations, and it continues to this day. It is a product of the times and no modern generation has been spared it. It has to be taken into account by modern day humans as an inseparable part of daily practical modern life, be it professional or domestic. 

We at

Till It Clicks

took a survey of the generation that is now the young and dynamic skilled workforce which has started working in the corporate offices around the world in the last decade or so. It is they who are shaping and are going to shape the world from what they found it to be, to what they want it to be. They are a force to reckon with and no employer can afford to ignore their ideas, aspirations, expectations, preferences and priorities.


We collated all the data we gathered from the survey into the most common 9 categories. They are as follows:

A healthy work life 

Millennial employees want a healthy work environment. They expect good facilities in the office building, and stress-free working conditions. They want a work culture which is balanced by fun activities like pizza parties, team building activities, small breaks in the course of work which could have games to rejuvenate and refresh themselves, which would naturally increase productivity. They expect a work driven, merit based work culture, a friendly environment free from internal politics. They expect a workplace where the employees’ work is valued above all. Millenials want a good, positive environment to work in, where the employee is treated as if they really matter to the company as someone who adds value to the company. They want to make time for their hobbies and have well earned vacations from time to time. 



Millenials want money. They are very well aware of the enormous amounts of money they have spent on their education, to get where they are now, qualification wise, and they want a return of their investment in full and more. They look at a good salary in return for dedicated work as a motivational factor. The millennials are arguably the hardest working generation and they want a just appreciation of their work. They are attracted by the idea of a prosperous social lifestyle, a good pay scale, travelling abroad once in a while, a home well equipped with technological facilities. They are not going to sell themselves short. 



Millennial employees do not take their careers lightly. They are willing to work hard, expecting to work longer in their lives. They want challenges in their work life and also value stability. They want flourishing careers. Their expensive educations have given them confidence and ambition to look at their careers more proactively than earlier generations. They value their careers an important aspect of their lives and more than just a means of livelihood. 


Work satisfaction

The millennial generation wants work satisfaction. They are prepared to be choosy and selective about their work. They value respect and well earned comfort. Before they choose to work for a company they do like to know of the prospects of their rise to the top. Being in more responsible positions gives them a sense of self worth. Many millennials care a lot about the world they live in. They like to choose lifestyles with value systems like reducing carbon footprint with respect to global warming, veganism, minimalism, spiritual practice, etc. They want to work for companies that have a value system, companies that believe in giving something back to the world. Working for such companies gives them an immense sense of work satisfaction.


Learning and Exposure

Millennial employees want exposure to a learning environment. They want new learning opportunities to give them a sense of growth and newness, an intellectual satisfaction. They want to work with dedicated teams led by knowledgeable seniors, trainers, leaders, who will willingly pass on their experience to juniors. They want to work with new technologies, innovative software development, different kinds of clients, different cultures, and also look forward to opportunities to travel to new places.


Job security 

Among their other priorities, millenials look for job security. They want a secure, stable job in a reliable company that isn’t going to fold up soon. The 21st century has seen many ups and downs in the corporate world and the millennials are cautious about the uncertainty that corporate companies are prone to. A company that is known for giving out pink slips randomly isn’t likely to retain millennial employees. The socio-economic landscape has changed a lot in their times and millennials are anxious to at least retain the lifestyle that their well-to-do parents have built for them, and which they are used to since their childhoods. They want to go a few steps ahead of their parent generation. 


Freedom of work / Flexibility 

As much as they seem to value job security, millennials also look for flexible working hours. They do not want their work schedules to be a shackle that restricts their life experience, and which allows for no variations whatsoever. They also want to have the option of working remotely. Going to the office for work they can do more happily from home seems unreasonable to them. Provided they deliver, what does it matter where they work from is what they think. Also, being able to work from the comfort of their homes beats travelling for a couple of hours to the office through gruelling traffic jams.



Millennial employees are well aware of their educational qualifications and their market value. They treasure their talent and want to know how their talents are being used by the company. They expect their employers to be reasonably transparent with them. Office politics is a big disappointing factor for them. They want value initiatives like fair, 360 degree performance appraisals, peer reviews, reverse mentoring, etc. They want to know who is promoted and why. A company that has internal politics as an integral part of their work culture is not an attractive place at all. Millennials spend a major part of their lives in the office and they detest working in diseased environments. Clean, clear and reasonable policies and treatment will keep them in the company.


Identity and recognition

Millenials value their talents and skills, are willing to learn, are very confident and are dynamic enough and decisive enough to build their work life accordingly, in the light of their self assurance. They are well qualified and they want their talent’s worth. They want to be valued for their talents and their dedication. They don’t want to be treated as if they were easily replaceable. They like to think they are special and are well assured of their dependability. If they realize that their talents are well valued in the company, they will be likely to stick around longer.

So, here they are – the millennial employees in a nutshell. 


It will be obvious from this survey that millennials have a strong personality. A healthy work life free from internal politics or any kind of prejudice, characterized by an honest, healthy appreciation of talent and dedicated work is what they look forward to. They want to get rid of orthodox ideas about work and believe that all work and no play makes Jack a dull boy. They want a vibrant workplace that isn’t just a place where you punch the keys and accept the checks, but an alive environment which gives them a sense of having an enjoyable life. They want a workplace which values its employees as human beings, and not a mechanical work force to be exploited for the company’s benefit. It is a healthy enjoyable work environment that they think will increase productivity and not relentless managers driving them towards deadlines. The millenials are well aware that they have enough choice of employment and are not shy to exercise it. 

The general picture that the survey paints is one of a fun loving, self assured, demanding generation that is considerably more street smart than their predecessors. Thanks to social media, their perception cannot be easily controlled by the powers that be. The millenials know the technological world very well, even better than their college teachers. They can very well envisage the future of technology and have a very good sense of where the world is headed, technology-wise. They will not hesitate to change jobs. They will assert their priorities, whatever they may be. They want to have fun where they work and will not settle for a dull work culture. They want to learn and grow in a work environment that is at least as employee centric as it is mission centric. 


Employers around the world had better sit up and take notice. The millennials aren’t pushovers.

Employer-branding-a-path-to-more-than-just-corporate-excellence | Till It Clicks

Employer branding: a path to more than just corporate excellence

A dynamic look at the need for employer branding in post pandemic times

The need

A standing challenge before employers is and has always been the question of motivating their employees and keeping them motivated. Human beings are not machines that can be programmed and set on a task, the only requirement thereafter being keeping them well oiled and free from disrepair. Motivation is one of the basic needs of the human mind. It is a natural challenge before each human being to keep themselves motivated every single day. It is no wonder, therefore, that employers around the world should face a problem in this regard. 

Employee motivation is especially a problem when they fail to identify with the mission of the employer. Employees, as individuals, have their own personal goals and aspirations which drive them to work at all, and cannot be ignored in any way. Suppression or repression of natural instincts always leads to disaster. Motivation is a clear and present challenge.


Change in the office structure

An office of a company is an assortment of individuals who have gathered there with their own individual aspirations, expectations and purposes. The employer cannot simply presume that employees would automatically have an affiliation for the company’s mission. It would be unrealistic for the employer to hope that employees would align themselves with the company’s mission simply because they are now employed by it.

In the post Covid world this challenge has been made more difficult by the many social restrictions imposed by the perception of threat to public health due to contagion. All companies have had to completely change their working strategies and environments. Companies have been forced to make their employees work from home, because social contact has come to be perceived as an imminent threat to personal health and well being. As entire work forces have become confined to their homes, their working environments have suddenly changed and are no longer controlled by employers. As a result, all motivational cues that the workplace could be used to give to employees have become redundant. With the changed workplace, the employees must adapt and so must their employers on several levels. 


Is the workplace becoming redundant?

The psychological effects of the workplace – the impressive office building with it’s formal and swanky exteriors and interiors, the perks of working there like good food, unlimited coffee, games for recreation, workplace colleagues and friends, actual personal interaction, etc. – are no longer part of the employee’s work environment. So, what possibly motivated them before to get out of their homes, apart from work itself, and head for work is no longer available to them or their employers. 

The work cultures of companies have become almost nonexistent as a result of the severe restrictions on HR activities, employee outings, interpersonal interaction between senior and junior employees. 

Visual cues such as quotes on walls or pictures used at the workplace that motivated employees and reminded them of their work goals can no longer be effectively employed. 

The workplace is now empty and the employer can no longer showcase the workplace on social media through pictures and videos in an attempt to lure prospective employees to join the company as a fun place to work in. Screenshots of video call meetings would have no such effect on one. Since the workplace is no longer in the hands of the employer to use as an asset to optimize productivity and professionalism, the adaptation has to be more conceptual and the change in design directed towards the work ethic itself rather than a physical workplace. 


Office Hours and Personal Time

The idea of office hours has become nonexistent, too. Earlier there was a more or less distinct demarcation between office time and non-working hours. Employees had a routine in place that helped to organise their day. Now, since there is no travelling to be accounted for, travel time may be used for getting work done which before was a time to just relax, perhaps catch up on sleep or just look out the window and drift. Employees are now complaining about increased workloads. The situation outside has made things no easier and has only increased levels of stress for employees. Travel time served as a natural convenient buffer between the home and work environments of employees and was a refreshing interval which possibly generated enthusiasm for the work day, may have also served as a brief recess in which the employee, who had just walked out of their home, could recondition themself for work, think about the tasks of the day, scheduled meetings, important issues to be discussed in them, or just rethink a practical approach to a task in hand. Travelling to work afforded all these unconscious benefits to the employee.

To add to this, the reduced levels of actual contact between employees and the employer have made it difficult for employers to imbibe their value system in their employees. 


Changing Employee Experience

The overall result of all these factors is that an employee working for a big company like Infosys would feel no different than one working for a small IT company.

The cumulative consequence of the changing situation is that now companies will have to take more effort to deliver a more remarkable experience to their employees. How they manage to do that is one of the new challenges of the post-Covid times. 


Employers need to be proactive to acquire and retain talent

The human mind, on account of being human, has it’s human needs which need to be respected. Any naturally occurring human activity is preceded by the conditioning and reconditioning of the mind in accordance with the nature of the activity. Naturally, the body, too, needs to be conditioned for every specific activity. For instance, rigorous exercise must be preceded by an adequate warming up of all the muscles in the body, which includes aerobics to prepare lungs and heart for exertion, stretching, and a light flexing of all muscle groups. Similarly, the mind needs to be preconditioned for every specific activity. The very organisation and nature of the workplace, it’s physical differentiation from one’s home, it’s difference in spirit and tone used to help somewhat to precondition the employee’s mind for the work day. Such preconditioning undeniably helps productivity. Now that employees are working from home – which norm seems to be here to stay – there is nothing to conveniently precondition the employees anymore for the day’s work. 

One factor which probably encompasses all others and also stands alone as the most vital in the work experience of people is work satisfaction. No matter how adequate other factors may be they cannot supplant the importance of job satisfaction, the joy of the work itself. It is a psychological fact that a person searches for a sense of self worth in whatever they do, consciously or subconsciously. This need for a secure sense of self worth is very natural and cannot be ignored or repressed. A person values that work which gives them a wholesome sense of self worth. The more self aware a person is the more they will expect to gain a sense of self worth from their work. Not only that, but the more self aware a person is, the more creative and productive they will naturally be, too. 

Part of the self worth comes also from a sense of personality development arising from the work one does. 

This is a deeper, more intellectual human need which employers must respect and cater to. Employers can adopt a more proactive approach towards employer branding, rather than let it take care of itself. They can look at work and employment as a more human activity, than merely economic or corporate. It would certainly lead to more empathy in the overall interpersonal interaction between employer and employee and help transform the workplace for both. It is always possible for the employer as well as the employee to improve the quality of their work experience and work satisfaction through changes in outlook and approach. It is a practical, everyday necessity. Considering these changes that the world, and as a result the workplace is going through, attracting new talent will need to be approached with respect to the same challenges of the changing times, as retaining employed talent. 

Attracting new talent, however, has its own peculiar set of considerations and scope for innovation and creativity. It could be an all new direction that the employee as well as the employer could take. It could transform not only their work life but could also be intensely dynamic and life changing in a broader personal and universal context. 

5-Ways-to-Grow-Business-Amid-Pandemic-with-Digital-Marketing-Tools | Till It Clicks

5 Ways to Grow Business Amid Pandemic with Digital Marketing Tools

The pandemic and its economic ramifications have changed the face of and brought about revolutionary changes in digital marketing. As businesses are grappling with the growing uncertainties, digital marketing tools and strategies have had to go through major transformations in order to help businesses to rise stronger from the pandemic. Innovative and new-age digital marketing strategies are ensuring the seamless functioning of businesses across the world. As the situation gets worse day-by-day, digital marketing campaigns are expected to solve this Gordian Knot for businesses in the near future.

Post the outbreak of the novel coronavirus, there have been severe modifications in the way business processes are carried out and in the way products and services are being consumed. Satya Nadella, the CEO of Microsoft, has stated that Microsoft has seen two years’ worth of digital transformation in two months. Digital transformation has thus been at the core of all these transformations and is accelerating the pace of change at marketing departments everywhere today.

In today’s world, online presence has become the ultimate face of businesses. The ability to establish and maintain relationships & expand their customer base is helping businesses to grow even in today’s uncertain scenario. A huge increase in open rates is boosting the significance of email marketing and marketers are adopting an agile approach to effectively tap into the changing consumer buying patterns. Thus, the effective use of digital marketing will help businesses to thrive in this grave situation and even assist them to stay relevant post the pandemic.


          1. Boost Conversions by Tapping into the Increased Online Activity 

The outbreak of the novel coronavirus has brought a paradigm shift in the way people use the internet. With the number of internet users and the overall online activity increasing each day, websites are witnessing a staggering rise in their online traffic. As a result, businesses are compelled to up their game and convert this traffic into leads by redesigning their strategies and improving their presence on online platforms. 

Good online visibility of a business plays a vital role in garnering the attention of customers and bringing them to your website. However, focused and attractive landing pages, good CTA’s and short, simple forms can make the visitor stay on your website for a longer period and thereby, help you in capturing leads. 

With prospects becoming more active on the internet, it is imperative for businesses to create informative and engaging content in the form of text or video, that relates to customers’ needs and interests. Thus, investing in conversion rate optimization can enhance the digital presence of your businesses and thereby improve your website’s ability to generate traffic and leads even in these testing times.


          2. Now is the Time to Prioritize your Digital Advertising Efforts

The advertising market had grown to around $646 billion USD in 2019 and was forecast to grow to $865 billion USD by 2024. However, with the COVID-19 outbreak, there has been a considerable drop in out-of-home, cinema as well as print advertising. As a result, relying more on digital advertising has become the need of the hour.

With the web traffic skyrocketing and the number of advertisers being comparatively less, digital ads are becoming cheaper as the cost per click for ads is decreasing. Businesses that are ramping up their paid ad efforts are seeing substantial growth in their ROI. This is encouraging businesses to optimize their bid strategies to drive better results. Thus, increasing ad spends can be a smart move for businesses today as they are proving to be more effective than ever in generating high returns.

Even though the lockdown restrictions in most parts of the world have been lifted, consumers are still hesitant to go out shopping like they used to before. As consumer purchasing preference is shifting from offline to online, businesses must accordingly focus on spending more on digital advertisements to ensure business continuity.


          3. Expand Consumer Base With Geographical Diversification

The major concern for businesses today is the inability to expand their reach to more people and expand their consumer base. Especially in the current socio-economic scenario where different regions are dealing with the pandemic and economic crisis in different ways, relying on a single region to grow your customer base can be a huge risk.

Businesses can identify countries that are driving a good amount of traffic to their site and optimize their content for those countries. With international SEO, businesses can tailor their SEO efforts according to audiences in different parts of the world, thereby gaining more traffic and being less reliant on a specific region to grow their customer base. 

With the help of geo-targeting and hreflang tags, marketers can build digital marketing strategies that are more personalized and relevant in different parts of the world. This way, businesses can leverage international SEO to target prospective consumers across the world and manage to grow their consumer base even in the present crisis situation.


          4. Reinforce Fading Significance of Effective Email Marketing

Email marketing is certainly not a new tool in the digital marketing environment. However, with the upsurge in social media marketing in recent years, the dominance of email was slowly diminishing.

But with a substantial rise in email open rates post the COVID-19 outbreak, the significance of email marketing has scaled up tremendously. There has been considerable growth in the sending volumes as compared to that of pre-COVID times and thus, marketers must now rely on email marketing strategies more than ever.

While increased online activity worldwide is forcing marketers to increase their sending volumes, it is also compelling them to optimize and get their email marketing strategies right. This can help in boosting email engagement and email e-commerce purchases during these testing times. Thus, with open rates remaining stronger, marketers can again lean into email as a medium to effectively connect with their customers and boost sales.


          5. Adopt Agile Marketing Processes to Thrive in the New Normal

With the outbreak of the novel coronavirus affecting every business across the world, marketers have been looking for ways to bounce and return back stronger and smarter from this crisis.  They have realized that to transform their businesses with digital marketing, responding quickly to the extreme changes in consumer behaviour is critical. 

Considering the current scheme of things, going forward, digital marketing campaigns will have to thrive under stringent budgets and perform better to generate targeted ROI. For this, marketers can bring an agile approach in their marketing strategies to be able to tap into and adapt to changing consumer behaviour. 

The effective combination of AI models and data-driven marketing can enable marketers to enhance their responsiveness in order to drive better outcomes. Thus, agile marketing can turn out to be the new normal for businesses to efficiently reach out to their target audience and drive sales through optimised data-driven marketing strategies.


              Coming Out of COVID-19, Stronger and Better!

The effects of the COVID-19 pandemic are far-reaching and these effects don’t seem to subside soon. Businesses must be quick on their feet in adapting to changing demands and build innovative digital strategies to tackle the rising uncertainties. 

Businesses must identify their target groups and assure customers how they can cater their services even during these difficult times. This attitude of putting customer’s interest forward helps in establishing relations and earning trust that can be beneficial to businesses post the pandemic as well.

Going forward, businesses will have to effectively understand and adapt to changing consumer buying patterns. Marketers will need to focus on their short-term goals to enable themselves to be flexible with their digital marketing strategies and thereby, improve sales and meet their targeted returns. Thus, by capitalizing on the current trends to generate decent revenues, businesses can make sure that they maintain the seamless functioning of their business operations and come out of the pandemic in good shape.

11-Tips-to-Make-Impressive-Investor-Pitch-Deck-and-Win-over-Investors | Till It Clicks

11 Tips to Make Impressive Investor Pitch Deck and Win over Investors

Raising money for your business can be a tough job. However, presenting a compelling business case with an impressive pitch deck can make your job easier. A great pitch deck has the ability to engage as well as excite your potential investors about your business idea. This further initiates a conversation between you and the investors about the various aspects of your business and finally culminates into an investment.

Maintaining the right flow, using the right colour scheme and crafting an attractive design are factors that need to be considered while making an investor presentation in order to grab the attention of investors and keep them engaged. Being simple and clear with your presentation can help investors with a better understanding of your business idea. Also, performing high-value research to present significant statistics and reports that showcase your competitive advantage is essential in establishing your brand and winning the trust & confidence of investors. 

Here are 10 actionable insights for you to master the art and science of creating a compelling pitch deck for your investors.

  1. Seamless Narrative: Maintain a Natural, Logical Flow

Establishing a suitable pitch deck order that works best for you is one of the most important factors that can maximize your chances of getting investments. An ideal pitch deck is the one in which statements and arguments flow seamlessly through different stages. The right sequence of investor pitch deck ensures that each slide leads organically into the next and builds a persuasive case for investment.
The order of your pitch deck should be as follows – 

  1. Title

Make a great first impression with a compelling logo, brand name and an effective tagline in your title slide

  1. Problem Statement

Articulate the problem you plan to solve in a simple, straightforward manner. This effectively builds context to the product/service you intend to provide. 

  1. Solution

Paint an objective picture of how your strong solutions can solve the problem and ensure 100% customer satisfaction.

  1. Business Model

Clearly define who your customers are and what value they find in your offerings. Explain how you maintain business relations with your clientele and how you ensure the profits of both. 

  1. Unique differentiator – Proprietary material

Showcase your key differentiators and explain how your services/solutions are superior to all the other ones.

  1. Marketing Plan (Customer acquisition plan)

Layout your long-term customer acquisition strategies and exhibit the LTV of a customer to generate revenue estimates.

  1. Competitor landscape 

Give details about who your competitors are, how you fit into the competitive landscape and how you are better than the alternatives present in the market.

  1. Team

Explain the knowledge and expertise your team brings to the table and how it is the best team to effectively deal with the problem at hand.

  1. Current Status – Current Traction

This slide should include sales, growth, SEO rankings and other performance parameters that put you in a good light to make investors confident about your business.

  1. Projections

Provide detailed analysis about your past expenses and revenues. Making projections or forecasts based on your current traction can be useful in winning trust.

  1. Funding Needs

Your presentation should clearly voice your funding needs in terms how much money you will need and what it will be used for. Also, make sure to clarify other parameters such as ownership percentage, rounds of financing, and the expected outcome.

  1. Exit Strategy

This slide should outline who your potential acquirers might be and how you plan on providing investors with their desired returns.

Hence, your presentation should begin by mentioning the problem and your proposed solution. This should be followed by mentioning the USP of your product and outline the market niche to make investors aware of where your product will compete. 

After explaining the benefits of your product, the next thing is to exhibit your accomplishments to ensure investors’ trust and confidence. Finally, you can showcase the traction your business is getting in terms of sales & growth, and display your growth projections for the next few years. With this order, you can ensure that the transitions between slides are logical & organic, which helps in building a persuasive case for investment.

  1. Minimalist Design: Achieve More With Less

Crafting a compelling and attractive presentation with strong, powerful words and eye-catching graphics can be crucial in effectively providing necessary context and sending across your message clearly. Adopting a minimalist design approach can help you to express your ideas in a clear, concise manner. This further helps in finding the perfect balance between content and graphics by simplifying design and thereby, focusing only on the most essential features of your presentation. Thus, by incorporating a simplistic and minimalist design approach for your investor pitch deck, you can easily win the confidence of investors and raise substantial funds.

  1. Colour Psychology: Invoke the Right Emotions

Even after finalising on the structure, content and graphics, there is still an important element that needs to be considered – the colour scheme of your pitch deck. Different colours have the ability to invoke different emotions. The colour scheme of your presentation can have a major influence on how the investors perceive your funding proposal and on whether you get a follow-up meeting or not.

Using brand colours for your pitch deck can be a great idea to create a unique image of your brand. Making small modifications like using green colour for all the stats & numbers can easily instill positivity as green signifies growth & prosperity. Red is often associated with mistakes and poor performance. Hence, avoiding the use of red colour is necessary as it can raise literal red flags about the potential of your business. Thus, by using different colours and implementing different colour schemes, you can make your investor deck more vivid and lively and thus, streamline the process of raising series A or series B fundings.

  1. Scalability: Decipher Your Competitive Advantage

What investors really look for in a pitch deck is your business’ ability to scale and maintain a competitive advantage. Investors are interested in knowing how you plan on expanding your customer base and growing your business across different geographies, verticals, etc. They want to understand your edge over your competitors and the barriers to entry.

Performing competitor analysis using a matrix, where you compare yourself with major players across different criteria can be a good way of showcasing your scalability factors in various aspects of the business. It also exhibits how you fit into the competitive landscape and provides investors with the recipe to the ‘secret sauce’ that only you possess. This, in turn, will explain how the end-users will prefer you over other players and thus, make the investors more confident about your product.

  1. Maintain Clarity: Devise a Simple & Crystal-Clear Pitch

A key skill necessary for you to have as an entrepreneur is to be able to effectively articulate and convey your idea to the audience, even more so when you are pitching to investors. You need to understand that between you and the investors, only you are the expert in your domain. Hence, it is necessary to be simple, clear, and avoid using specific business terms to successfully explain your business idea to investors.

You can only have the undivided attention of your audience for a limited time and you need to make the most of it. Making the presentation relate to the investors or being more interactive can result in the investors being more receptive to your pitch. By identifying the problem and explaining your solution in simple words, you can keep your pitch short and concise, and thus, be sure that the investors have heard you out attentively and are acquainted with the key areas of your business. 

  1. Narrative by Numbers: Build Credibility with Statistics

No matter how strong and attractive your business idea is, at the end of the day, numbers are all that really matter. As you progress through the fundraising rounds, numbers become more and more significant for the investors. Adding simple reports to your pitch deck that showcase revenue, net profit, gross profit, etc can provide the necessary evidence to prove that your business idea has the potential to be profitable.

You can give a brief overview of your acquisition costs to explain your customer acquisition strategy to the investors. Further, you can also exhibit the customer lifetime value number to give the investors a good sense of how you will deploy your capital if they invest in you. This way, numbers can play a great role in showcasing your traction and thereby, help in effectively building credibility.

  1. Practicability: Create Enchanting yet Realistic Projections

The point of financial projections is to make predictions about opportunities, growth, and profits in the form of numbers. A numerical framework that complements and reinforces your vision can be crucial in winning the confidence of investors and securing your desired funds. While doing so, it is very important to showcase numbers that put you in a good light as well as numbers that are not in your favour.

Even though projections are basically predictions, you should never make unrealistically high profitable projections that you yourself are not sure of accomplishing. Investors immediately get skeptical about hockey-stick shaped growth charts, which can severely hamper your credibility. Hence, as you make financial forecasts and growth assumptions while pitching for your potential investors, it is necessary to ensure that the numbers you promise are well-researched and achievable. 

  1. Show Your Sources: Ensure Authenticity and Reliability of Your Claims 

Using numbers to make projections and to showcase your KPI’s can be a great way of winning the trust of investors and securing funds for your business. However, if asked, you need to prove the credibility of these numbers. Investors give more importance to numbers with credible sources rather than numbers that are picked from unreliable sources. 

While making your investor pitch deck, investors sometimes might want to know about the source of a specific report or statistic. So, you need to be prepared with a repository of sources of all the numbers and statistics that you have included in your presentation. This way, investors are completely assured and confident about the authenticity of all the projections, KPI’s and statistics that you have mentioned.

  1. Gain Trust: Build Strong, Transparent Relationships with Investors

One of the most important things to take care of while presenting your pitch deck is to be completely honest and transparent with the investors. Being honest not only helps in providing investors with key insights to your business but also helps in building trust and reliability. Hiding vital information or misrepresenting certain numbers can reflect poorly on your business and also affect your relationship with investors and thereby, affect their funding decision.

From details about the stakeholders to details about debts if any, investors deserve to know everything about your business. The more transparent you are with the investors, the more clearly they will understand your business needs. While exhibiting your achievements will put you in a good light, being transparent about possible risks and pain points will showcase your dedication and make the investors realize that you are thinking about the business beyond the pitch. 

  1. Show Your Research: Compile all Assumptions and Sources

Investors might, at times, want to know more or verify the authenticity of a specific report or statistic. In such a situation, if you don’t have all your reference sources together, you could end up spending more time finding the necessary referral link and lose the attention of investors. 

Every successful investor presentation consists of a meticulously researched sheet that comprises referral links to provide more information and prove the credibility of all your claims. Thus, having a sheet that keeps all your assumptions and sources handy and in one place is turning out to be a great factor in making your presentation as effective as possible.

  1. Build Credibility: Showcase all the Relevant Accomplishments

The team slide is one of the most important slides in your pitch deck; attaching a few headshots with names and titles underneath is certainly an opportunity missed. A good team slide not only covers the ‘who’ but also addresses the ‘why’, as in ‘why is this a team that the investors should believe in’. 

While doing that, it is necessary to ensure that your team slide is as crisp and precise as possible. The quicker you explain the establishments of your team, the sooner you get to the meat of the presentation. This goal can be accomplished by succinctly citing the team’s prior achievements in the relevant domain, and thereby building credibility of the founders and the entire team.

Telling compelling stories about how your product can solve customer problems instead of just presenting facts can be a great way to generate interest and make the investors excited about your business idea. Investor pitch decks must be able to go beyond just providing information and also establish relevance, convey emotion, and finally, end with a positive outcome. Thus, by keeping your presentation simple, precisely conveying your idea, explaining the other business dynamics and leaving room for questions, you can make your investor pitch as successful as possible and raise funds for your business.

Healthcare-marketing | Till It Clicks

Here’s why having a powerful social media healthcare marketing plan is important.

Just as the healthcare industry is drastically different than the regular ‘business world’ out there, so are its marketing needs and the tools to reach out to its specific audience.

This audience is unique, with a specialized set of skills and education, needs and problems that one needs to understand completely, to market to it successfully.

The most effective social media healthcare marketing plan is one that approaches this audience right where they are and at the right time that they are online.

Many think that having a Social Media presence is having one of the staffers take out a couple of hours a week to manage your business Facebook page. Maybe promote your services, reply to comments and share content they think the viewers might like.

Though this may be a good place to start, it’s not really enough to engage your customers effectively. You will have to create, and stick to, a full-fledged social media marketing plan to generate more than just a dozen likes and shares. This will include more than just managing the Facebook page once in a while.

Do you also think, “No one is going to check out my Facebook post” or “Twitter can be so overwhelming” or that “LinkedIn is just for people looking for jobs”?

Well, there might be some truth to these statements but it does not mean that you cannot consider social media for B2B promotions. 



Facebook sometimes seems limiting as mostly only people who know your business or are already your customers will like your page. But that does not mean you can’t have an active  Facebook presence.

Facebook is a relatively low cost ad platform and we recommend you make the most of it by either boosting a post, or creating a separate ad which gives you a few more options for presenting information. By paying for some ad space, more people that are interested in the product or service you are selling, will notice your page and in turn, your business!

This works pretty well, because you’re marketing to people who are increasingly mixing their work and personal life. By setting up an appropriate target audience on Facebook, you reach out to the right group of people with your message.



Twitter is a great platform to interact with people who don’t know about you or your business, as of now. We understand that sometimes, it can be overwhelming to look at the stuff posted by the accounts you follow. Sift through content by hashtag to stay focused on what you’re looking for.

We suggest that you do a little research on hashtags before you post your message on Twitter and then use at least one relevant hashtag in each tweet. But do not hashtag something that is not related to your message or you’ll lose credibility.



There’s a lot more to LinkedIn than just the newsfeed and profile. You can use it to research a person or company that you’re considering as a vendor, or look for interesting articles related to your field and in the process, you’ll find groups of people with similar interests.

To gain followers, groups can be a great way to make an entrance on the LinkedIn scene. But we suggest not to post an ad for your product or service in a LinkedIn group. That may be a big turn off for most members and can be perceived as inappropriate. 

You can still do a lot of selling in LinkedIn groups. You can post content that is relevant to them and will interest that group’s members and start up a conversation from there. This will depict that you have their interest in mind and you know what you’re talking about. And that will be a good start of a potential future association.


Basically, when it comes to social media, just put yourself out there, and try to increase your company’s social presence on all platforms and truly be conversational with all potential clients and customers. 

Mercedez | Till It Clicks

Growing from Strength to Strength

Early in this year, I expressed the desire of working with 2 Fortune 500 Brands within the first half 2017 to Akshay. We both agreed that it was a rather ambitious goal, but we decided to give it a shot none-the-less. In Sales, when there is intent and action, results follow. As we are closing in on completing the first half of the calendar year, we are happy to have already worked on THREE Fortune 500 companies, on significant projects and are looking to expand our footprint.

Here is the story of one of them. In February 2017, the consultants at Mercedes-Benz India, approached us with a unique proposition. Unfortunately, it was the kind of work we had not done earlier. But fortunately, it was the kind of work, no one had done earlier. We jumped on to the opportunity and started working on a project which grew very dear to me and proved to be a big opportunity for Till it clicks.

On June 5, 2017, this project was inaugurated by the top management of Mercedes-Benz India and today, official social media accounts of Mercedes-Benz India featured the project.


Such a proud feeling. Here are a few reasons why we are elated:

  1. We always knew we were building up a talented unit, but “Talent is nothing without opportunity”. And this project provided us with that wonderful opportunity.
  2. It kick started our journey of working on noteworthy projects from noteworthy brands. We have bagged some good customers after that. 🙂
  3. Personally, I come from a life sciences background and I am a conservationist at heart. So I understand the importance of the initiative Mercedes-Benz India took. It does really make the world a better place.
  4. It was so unique that we had be the trailblazers. All the R&D with no set paths to follow was painful. But now that we have come out of it, we feel we have grown into better Technology Marketers than we were 3 months ago. Talk about hard work paying off.

Just want to wrap this up by saying a big ‘thank you’ to the team involved in this project from Till it clicks. It is your hard work that makes us all look good.

For details about this project, visit the official website of Mercedes-Benz Hope Planting Mission – www.mbenvironment.com

My team is missing in the photographs, but here is a shout out to Akshay (my co-founder), Kiran, Pratik, Aditya and Deepti.


– Abhi