MxMIndia

Author: mxmadmin

  • Conceptualised and executed by Tonic Worldwide

    Smile Train campaign for Cleft Awareness Month

    By Our Staff

     

    Smile Train, an NGO that provides corrective surgery for children with cleft lips, has been running a campaign for Cleft Awareness Month in July. The campaign is conceptualized and executed by Tonic Worldwide.

     

    Talking about the campaign, Mamta Carroll, Smile Train’s Senior Vice President and Regional Director for Asia said: “At Smile Train, we believe that no matter who you are or how you smile, your unique face deserves to be celebrated. As a cleft-focused organization, we work closely with cleft affected individuals as they navigate their journey from cleft to confidence. National Lipstick Day is just one such occasion to celebrate the courage of our cleft warrior women! We are delighted to partner with Tonic Worldwide to bring focus on the stigma around clefts with this unique and powerful campaign.”

     

    Added Josna Joseph , Creative Director – Tonic Worldwide: “Beauty, I believe, is absolutely personal.  Imagine thinking twice about wearing a fun, pop colour that you love! That’s not right.  You can’t find an image of a person with a cleft wearing a bright lip colour online. That’s not right! During the shoot, it took just one person (model) to wear a bright lip colour and that brought a smile to everyones’ face. From there on, it was all excitement, laughter and pouts. It’s pretty simple, it all starts with representation – which neither makes you too bold, nor too subtle – just normal. We’ve tried to take a small step. Hope it becomes a giant leap someday.”

     

  • This is part of the four-year global strategic partnership agreement between the ICC and Coca-Cola

    Coca-Cola bats for ICC Men’s WC 2023

    By Our Staff

     

    Coca-Cola and the International Cricket Council (ICC) have team edup for the upcoming 2023 ICC Men’s Cricket World Cup. The collaboration is a part of the four-year global strategic partnership agreement between the ICC and the beverage major. The partnership entails Coca-Cola becoming the exclusive non-alcoholic beverage partner of the ICC.

     

    Said Arnab Roy, Vice President, Marketing Coca‑Cola India and Southwest Asia at Coca-Cola India: “We believe that the ICC Cricket World Cup is the biggest cricket event for the country. Partnership with the ICC provides us with a great opportunity to bring together our customers, consumers, brands, and cricket. Our brand activations will engage consumers through innovative offline and online promotions and create memorable experiences for sports fans”.

     

    Added Anurag Dahiya, Chief Commercial Officer, ICC: “The ICC Men’s Cricket World Cup 2023, the pinnacle event in the cricketing calendar, will feature the world’s best teams competing for ultimate glory. We are excited about our partnership with Coca-Cola, which promises to deliver a refreshing cricketing experience set to captivate audiences and present a grand showcase of their emotions.”

     

    The four-year agreement includes all ICC events around the world including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC men’s and women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023 amongst other global tournaments.

     

  • To promote brand line – 'You dare, we care'

    Sonam Kapoor is brand spokesperson for Kérastase

    By Our Staff

     

    French luxury hair care brand Kérastase has announced Sonam Kapoor as its brand spokesperson in India.

     

    Said Anjali Pai, GM, Kérastase India: “For us at Kérastase, it is all about our consumers, the women who trust us. We use science and technology in hair care to help hair reach its full potential. Our brand line is You dare, we care – it is a simple promise to women telling them to go after what they want – that new hair colour or new hair cut or new hair style, because they have a brand that will care for their hair- that will repair it, nourish it, and make it shine!”

     

  • IPL is expected to surpass EPL and become the most popular sporting event worldwide, notes a Wavemaker report

    IPL 2023: 39% increase in overall buzz

     

     

    By Our Staff

     

    Wavemaker MESH – Real Time Data Intelligence solution has released the 8th edition of Earned Equity report that reads real-time environmental signals on IPL 2023. The report analyses how the audience perception of the Indian Premier League has evolved over the years. It focuses on the digital audience and uses data points like consumption data around digital content and social and search insights.

     

    The report records the social conversations around IPL 2023 based on multiple data points collated to create meaningful and actionable insights. This season’s report has data sources from multiple consumer touchpoints across Digital ecosystem ranging from Social Listening, Video Analytics in partnership with Intuition Intelligence Inc. (Viral Analytics & Insights Partner), Tubular Labs, CrowdTangle, User Generated Content with Logo Recognition and Interaction data points collected from Facebook, Twitter, Instagram, and YouTube.

     

    Commenting on the report, Ajay Gupte, CEO – South Asia, Wavemaker said: “In today’s competitive landscape, brands cannot afford to overlook the power of social conversations. I believe, the earned equity report can serve as a valuable resource for brands, offering them the insights they need to navigate the ever-changing social media landscape and reach new heights in terms of audience engagement and brand awareness. This report is a reflection of our commitment to staying ahead of the curve, leveraging the power of data analysis and cutting-edge technologies to provide our clients with unparalleled insights and guidance”.

     

    Key highlights of the report:

    • IPL 2023 edition generated even more interest, interactions and video views when compared to the previous season leading to a 39% increase in overall buzz. The tournament featured two months of captivating engagements, including iconic matches and moments that significantly elevated its popularity.

    • The buzz score for IPL 2023 Season 16 reached an impressive 484 million, surpassing the 334 million in IPL 2022. The primary reason for this surge was the emergence of several new players who showcased their talents, delivering match-winning performances and leaving a lasting impact.

    • IPL continues to gain popularity on a global scale as well, ranking as the second most popular sports event after the English Premier League. It surpasses other major sports events such as NFL, NBA, Major League Baseball, and T20 Cricket World Cup. The report suggests that IPL is expected to surpass EPL and become the most popular sporting event worldwide.

    • The consumption of video content related to IPL 2023has seen significant growth, almost 5 times more than the previous period. The rise in video consumption reflects the increasing engagement and interest of fans across the globe

    • This year, according to Wavemaker MESH Earned Equity Report on IPL 2023 season, Chennai Super King and Royal Challenger Bangalore continue to be the conversation driver teamswith Gujarat Titans climbing the popularity spot rapidly

    • One of the hallmarks of IPL is its unpredictability. The IPL finals kept fans on the edge of their seats, where Ravindra Jadeja played a match-winning inning, making it one of the most iconic/talked about matches in IPL history ever and creating a rollercoaster ride of emotions throughout the match. This match generated six times more conversationsthan the most conversed match during the league stage

    • While the IPL showcases established superstars, it also serves as a platform for young and emerging talent to shine. The league has been instrumental in unearthing hidden gems, providing a launchpad for promising cricketers to showcase their skills on a grand stage. Fans eagerly await the emergence of new heroes who can make a lasting impact on the game and capture their hearts with their electrifying performances. To capture the impact of Young Blood, Wavemaker MESH introduced a ‘Disruptive XI’ leader boardto recognize emerging talent, with players like Rinku Singh and Yashaswi Jaiswal standing out as the ‘hottest property’ of IPL 2023.

    • Amongst Wavemaker MESH XI Player leader board, King Kohli continued to be the most popular sports figure in this IPL season. This year, we also saw the emergence of rising stars like Shubman Gill, Vishnu Vinod, and Rinku Singh, who quickly gained popularity during the tournament because of their nail-biting performances.

    • This year Wavemaker MESH has launched a new measurement currency – Most Visible Principal Sponsoron any digital asset around IPL using technology like image recognition. According to the report, Jio emerged as most visible Principal Sponsor followed by Gulf, Slice and Happilo. Team Principal Sponsors, Jio led the leader board since it had partnered with 4 teams, followed by Gulf Oil’s ‘Gulf Fan Academy’ campaign for Chennai Super King which received significant engagement from the audience, Slice for Mumbai Indians, and Happilo for Royal Challenger Bangalore.

    • IPL has been associated with the super bowl of India and is the time of the year when advertisers create engaging ads to make an impact with the audience. According to our technology partner Intuition Intelligence (Viral analytics and Insights provider), Jio Cinema created the top four most viral video ads during IPL 2023, securing the top spot. Their collaboration with Sachin Tendulkar played a crucial role in creating engaging and widely shared content. Garnier Facewash Rap and Qatar Airways #PlayBold followed on the viral video content leader board.

    • According to Wavemaker MESH, the Earned Media Equity for IPL 2023 reached INR 3,738 crores, with sponsor Earned Media valued at INR 871 crores. Tata, as the Title Partner, held the highest valuation, followed by Jio Cinema, Gulf, and Star Sports.

    • The Earned media valuation of teams stands at INR 2,867 croreswith Chennai Super Kings with the highest Earned Media Value, followed by Royal Challengers Bangalore and Mumbai Indians. Chennai Super Kings’ popularity, backed by their association with MS Dhoni, contributed to their significant valuation, which was twice that of Royal Challengers Bangalore.

     

    These highlights from the report illustrate the increased buzz, player performances, global appeal, sponsorships, and media value associated with IPL 2023, making it an exciting and impactful event for cricket enthusiasts, notes Wavemaker.

  • A new specialised social & culture marketing agency

    Talented Agency launches The New Thing

    By Our Staff

     

    Gautam Reghunath & PG Aditiya’s indie agency, Talented, have launched of a new specialised social & culture marketing agency, ‘The New Thing’. Viren Noronha who previously led the social charter at Swiggy & Tinder joins as co-founder of the new entrepreneur-operated creative shop. Staffed entirely by creators, The New Thing’s primary focus for their brands will be to help them create cultural conversations and moments on social – something they believe very few brands are getting right. And true to their name, the agency does not want to shy away from keeping up with the ever changing landscape of the internet.

     

    On the launch of the new venture, co-founder, Viren Noronha said: “Getting social right is hard. And, the way agencies and brands look at it needs a desperate refresh. My experience at Swiggy & Tinder showed me evidence of a crucial shift – it’s not about what your brand is saying, it’s about what people are saying about your brand. To keep yourself relevant you need to lean into those conversations. You need to contribute to internet culture with your content. And, you need creators who do that for themselves every day, as part of your team. Look at some of India’s most popular campaigns over the last few years – It’s not that people hate advertising, they just hate boring ads. Great advertising or social doesn’t force your audience to talk about you, it invites them to. And it certainly doesn’t need ‘30 posts a month’ to do that. The New Thing wants to help brands be in charge of those conversations, whether it’s ‘daily social’ or ‘spike campaigns’. We want to make brands work for the internet, not the other way around. I’m now excited to begin with colleagues and partners who, like me, believe that social done right is a growth function, not a cost centre.”

     

    Talented’s founders, Gautam Reghunath & PG Aditiya added: “Viren has executed some of the most talked about social-first campaigns in India but we think he’s been masquerading as a brand-side marketer & an agency-side creative these last few years. Now in his avatar as a creative entrepreneur, we simply want to liberate him and his founding team and help them launch the social and culture agency of their dreams. There’s a clear reason why we’re launching this as a separate agency. Right from the kind of talent needed to workflow and processes, it’s become evidently clear that specialised social-first creative mandates for brands have to be run very differently from wider creative mandates. It’s equally exciting to see what an agency staffed & run entirely by creators looks like. It gives our clients a direct line to people who are shaping internet culture. All of this means we now believe we have a disruptive take on the business behind social-first creativity.”

     

  • To craft communication for their news feed – Xpresso

    Dentsu Creative wins mandate for Dailyhunt

    By Our Staff

     

    Dentsu Creative has won the Social Media Management mandate for Dailyhunt’s new and engaging short-form news feed – Xpresso.

     

    As per the mandate, Dentsu Creative will be responsible for crafting engaging and impactful digital communications for Xpresso. This includes managing social media platforms, creating captivating digital designs, and executing content marketing strategies for the brand.

     

    Speaking on the partnership, Bhagyashree Saini, Director – Marketing, VerSe Innovation said: “We are thrilled to partner with Dentsu Creative India to further strengthen the digital presence of Xpresso, Dailyhunt’s captivating short-form news feed. By leveraging their expertise, we aim to elevate Xpresso’s social media presence and provide an engaging experience for our users. As today’s young demographic becomes increasingly driven and passionate about news consumption, this collaboration will enable us to effectively connect with our audience through captivating digital designs and impactful social media content, enabling them to stay informed and entertained at the same time. We look forward to a fruitful partnership with Dentsu Creative India.”

     

    Sahil Shah, President – Digital Experience, Dentsu Creative India added: “Xpresso is quick, snackable & immersive, and above all, it’s made for today’s modern consumers. And that’s exactly how we want our marketing efforts to be. We are truly excited about how our ideas can seamlessly blend with the app’s overall thematic and I look forward for us to scaling the app marketing endeavours through fast and impactful campaigns. Also, welcoming Xpresso to our DC universe is a great validation for us, as it showcases the trust such new-age brands like Xpresso are putting in DENTSU CREATIVE. We are thrilled to take this journey forward and make magic happen.”

     

  • Responsibilities to include Social Media Marketing and Search Engine Optimisation

    Wiredus bags digital marketing mandate for ATS Infrastructure

    By Our Staff

     

    Wiredus, a digital marketing agency, has acquired the digital marketing mandate for ATS Infrastructure, an infrastructure developer with a focus on residential, commercial, and luxury projects.

     

    As per the agency, it will be responsible for ATS Infrastructure’s digital marketing and paid marketing – including Social Media Marketing, Search Engine Optimisation (SEO), Online Reputation Management (ORM), Media Buying and Planning, Google Ad, Content Marketing, Website Management and development.

     

    Said Ravish Yadav, Founder & Director of Wiredus: “We are overjoyed to be working with the amazing ATS team. Their brand already inspires much confidence & trust amongst customers and we look forward to taking this brand awareness to new heights, while also generating profitable leads for the brand”

     

    Added Siddharth Mall, Head of Marketing, ATS Infrastructure: “We are delighted to be associated with Wiredus, as the team comes with extremely promising experience. And we look forward to taking the ATS brand presence to newer heights with targeted marketing campaigns designed by their team.”

     

  • All our TV anchors who scream about Hindus being in danger day and night bear a massive responsibility for the July 31 Jaipur-Mumbari terror act, writes Ranjona Banerji

    Ranjona Banerji: All of us in media are now culpable for hatred and violence spread across India

    By Ranjona Banerji

     

    Ranjona BanerjiTake a bow, Indian media. Take a bigger bow, Indian television media. What a glorious pass you have brought India to.

    On Monday, July 31, Chetan Singh, an RPF constable on a Jaipur-Mumbai train opened fire, with his automatic service weapon. He first shot his colleague and then proceeded through the train to identify three Muslim passengers and shot them as well. Add “allegedly” wherever you want. A video was shot where Singh was heard to say, “If you want to live in India, vote only Modi, Yogi”.

    While FIRs for the four murders have been filed, the Railways have scrambled in to declare that Singh had “mental health” issues. Two questions arise: if Singh had known mental health problems, why was he on duty and why was he given a weapon.

    As for “mental health”, it is a familiar trope used by majoritarian populations worldwide. Thus in the western world, all white gunmen have mental health issues but all Muslim gunmen are terrorists. Singh has openly declared his political affiliation and went out of his way to find Muslims to shoot.

    https://thewire.in/security/railway-protection-force-constable-shoots-dead-asi-three-others-in-train

    This is an act of terrorism.

    And it is an act of terrorism which has been carefully crafted and allowed to reach this depth of horror, where a government employee opens a service weapon on Indian citizens and justifies his act because of the religion of his victims. Singh is part of the Railway Protection Force. Every journalist should question exactly who he is supposed to protect. A toxic ideology or the general public.

    Cartoon by Satish Acharya

    All our TV anchors who scream about Hindus being in danger day and night bear a massive responsibility here. From the lynching of Mohsin Sheikh in Pune on June 2 2014, to that of Mohammed Akhlaq in 2015 to the murder of Junaid Khan in 2017 to the various “dharam sansads” held by so-called Hindu priests calling for the murder of Muslims, we have watched the bulk of the Indian media looking for excuses for the culprits and perpetrators. And fanning the flames of Hindu-Muslim hatred, as required by the RSS playbook.

    In case you have forgotten, let us add the reaction of the authorities to the anti-CAA protests, the Delhi riots, the fact that shooters were let off for being Hindu – I cannot think of any other explanation, can you? Examples are legion of the Indian media, especially Hindi but also English, pushing this anti-Muslim propaganda. Not all these TV channels mind you are propaganda channels, that is funded or partly owned by BJP members. These are channels owned by India’s top industrialists and by respected media houses.

    Add to this the enormous influence of pro-BJP YouTube “influencers” with hundreds and thousands of followers who push this anti-Muslim agenda, day in and day out. Hatred is fomented in many ways. The hatred of BJP politicians for Muslims, including the Prime Minister and the Chief Minister of UP, is amplified by these channels. And then they add their own twists and touches.

    The result is that all of us in the media are now culpable for the hatred and violence which has spread across India. Uttarakhand, a largely peaceful state, has seen increased anti-Muslim violence. Gurugram is currently burning, schools were shut on Tuesday because of the communal situation.

    And then there’s Manipur. Manipur is not an anti-Muslim situation, but the anarchy has in its beginnings the massive demon of Hindu majoritarianism. The mainstream media, let me remind you, largely ignored Manipur. When the video of women being molested became public, most TV channels tried to correlate the incident with violence against women in non-BJP states.

    The pattern in all of these incidents has been the same, as far as the largest percentage of the media is concerned: protect the BJP at all costs. Blame the opposition. And make sure that the image of the Prime Minister remains intact. Hence, the endless coverage of Narendra Modi waving at trains, ships, planes, anything at all.

     

    A recent survey has said that 82 per cent of Indian journalists think their employers are pro-BJP. I can only guess that the remaining 18 per cent were too scared to admit this or work for the few largely digital platforms which remain independent.

    https://www.newslaundry.com/2023/07/27/lokniti-csds-media-survey-82-percent-of-journalists-think-their-employers-support-the-bjp

     

    Where do we go from here? As of now, spiral further downwards. Unless people in the media who control and ferment public discourse, and provoke people to violence and hatred, admit to the damage they are doing, there is no hope.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

     

  • To strengthen brand's market presence

    The Sleep Company appoints Ripal Chopda as CMO

    By Our Staff

     

    Ripal Chopda
    Ripal Chopda

    The Sleep Company, provider of SmartGRID technology has appointed Ripal Chopda as their Chief Marketing Officer (CMO). This strategic decision reinforces the brand’s commitment to expanding internationally, fostering an omnichannel presence.

     

    As the CMO, Ripal Chopda will be responsible for overseeing all marketing endeavors, strengthening the brand’s market presence, and implementing robust marketing strategies that resonate with the target audience.

     

    Said Priyanka Salot, Co-founder of The Sleep Company:”We are thrilled to welcome Ripal Chopda as our Chief Marketing Officer,” “His extensive experience and proven ability to drive business growth will play a pivotal role in propelling The Sleep Company’s marketing efforts to new heights. As we expand our presence across India and the globe, and, most importantly, grow our product range, we are confident that Ripal’s leadership and vision will undoubtedly play a vital role in shaping the brand’s future. Together, we aim to scale up our business and continue to deliver innovative sleep and sitting solutions to our valued customers.”

     

  • To pitch for new business opportunities

    Omnicom Media elevates Deep Singh as National Head of Strategy

    By Our Staff

     

    Deep Singh
    Deep Singh

    Omnicom Media elevates Deep Singh as its National Head of Strategy.

     

    Fortifying OMG’s strategic firepower in the market, in his new role, Singh embarks on a collaborative journey with the Group and its CEOs and Chief Growth Officer to deliver on ambitious growth targets and pitches for new business opportunities. A key focus will be the wide-scale adoption of Omni’s product suite – Omnicom’s precision marketing and insights platform, to deliver outstanding business outcomes. Having demonstrated his astute decision-making skills and acumen at PHD, Deep will now be tasked with addressing the strategic requirements of OMD and PHD India’s key clients, leveraging the agency’s future-facing offerings to help clients unlock new potential and building a strong, strategic foothold for Omnicom Media Group in the market, while working with key stakeholders to simply the complex.

     

    This appointment adds to a series of strategic elevations within the organization, further exemplifying the Group’s steadfast commitment to driving growth for its people.

     

    Speaking about his new role, Deep said, “I am excited to take on this role and help accelerate OMG India’s strategic footprint. Agility and strategic superiority are paramount in maintaining a competitive edge and I’m keen on leveraging these frameworks to meet the growing needs of the marketplace. My focus will be on leading the organization’s strategic initiatives and ensuring that we navigate the areas of emerging possibilities to deliver scalable business solutions and growth for us and our clients.”

     

  • Brands have a tremendous opportunity to access and leverage new-age technology to to connect with audiences, writes Sanjeev Kotnala

    Customising birthday greetings, the Cadbury way

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI finished playing around with the lyrics and genre of the birthday song for a friend at https://cadburymybirthdaysong.com and am more than happy with the result. I am not surprised at this new initiative by Cadbury Celebrations with its partners Ogilvy and Wavemaker to get Artificial Intelligence (AI) to work for the masses and create a personalised ‘Happy Birthday’ song. They have done this in the past. The personalised greeting, the Diwali selling and more.

     

    In effect, the last few initiatives are as different as one Bond movie from another. There is a pattern, and strategic thinking helps keep the result in sight.

    It must be effortless, effective, and efficient for the user.

    It must use technology that is easily affordable, accessible, and available.

    It must be easy. Maybe just the fingertips and mobile should do the magic.

    It must awe the audience and create an appreciable debate.

    It should be something the audience would really desire, and that would delimit their constraints in more ways than one.

    #MyBirthdaySong is just such a campaign.

    Now no longer, the birthday song will be the same. Anyone can create a customised birthday song. Making the recipient feel more wanted, adored and special. Think if the person is not aware of this tool created by Cadbury, how impressed the person would be. As one would not understand and imagine the labour, time and effort that would go into creating anything remotely similar without AI.

     

    The persons who made and gifted it to the birthday person feels positive about themselves. See themselves as creative and contributing. A memory of a different type. If not to the party, this person surely carries a Cadbury Celebration pack in mind. The brand association and engagement through such a device are ideal and long-term. Maybe ere performance marketing meets the brand-building efforts.

     

    The song is unique as it allows you to harness the power of AI and generate lyrics, choose the music style, and bingo have a unique birthday song served in no time.

     

    I must ask you to go to https://cadburymybirthdaysong.com and playfully try the same. Don’t worry if the birthday is not near or already gone. Its downloadable output that one can proudly send, display, or sing along at the event making that occasion memorable as it should be. I usually do not refer to the contributing parties, but this one must get the credits. After the details have been placed, lyrics are created by Uberduck’s Generative AI engine and sung by GanAI custom-created vocal models – mixed and mastered with Uberduck’s AI-generated music that makes the song unique.

     

     

    In the past, Cadbury has been at the forefront of pathbreaking work. The ‘SRK Support Local retailer’ sale, ‘Not just a Cadbury ad’  and the ‘Support the Hawker nearby’  were on similar lines, based on scalability and ease of use of technology.

     

     

     

    Net-Net

    Brands have a tremendous opportunity to access and leverage new-age technology to take that additional steps to connect and work with the audience. Brand-building can happen with performance marketing. I must also remind you to watch the HP ad ‘Thodi Si Jagh bana lo’ – which also showed how to easily use technology with a human face for a technology company.

     

     

  • The new unit, titled Reels Room, will target consumers on Instagram and Facebook

    The Script Room launches Reels Room

    By Our Staff

     

    Creative agency The Script Room has announced its new offering, Reels Room. Reels Room will offer its services in collaboration with Bad Donkey Small Wall, an independent creative & production company.

     

    Said Shiv Parameshwaran, founder of Bad Donkey Small Wall: “It’s exciting to see the potential of exploring films in the vertical dimension, especially with the growing mobile-first audience. Watching horizontal videos on locked phone orientations remains a struggle, while vertical videos boast higher watch completion rates. Therefore, we felt there is a need to get brands excited about thinking and shooting for vertical screens rather than adapting the horizontal videos. After months of catch ups and jam sessions, I couldn’t be happier to see this venture taking off, unlocking a new realm of creativity and connection.”

     

    Added Rajesh Ramaswamy, Founder of Script Room: “Shiv is one of the best creative minds in the industry and a new age film maker with an eclectic range of work. We have been collaborating on various projects and I’m super glad that we are finally launching Reels Room in partnership with him. Ahsan is a rare combination of creative & business. With over ten years of advertising experience and being Associate Director with Anupam Mishra and Sonam Nair, he’s like super-suited for this new venture. Between Ahsan, Namrata, Alex, Ariana and a powerhouse talent like Shiv, we’re looking forward to putting out some good stuff very soon.”