Breaking the language barrier: The rise of vernacular ad campaigns
Brands share why regional advertising yields better results for them, as experts see a 30% increase in vernacular ads by national brands
As digitalisation grips India, and people in far-flung areas, away from urban spaces, get easy access to the internet, the need for vernacular campaigns are on the rise. This has led to an increased reach by brands and their communications have now become more relevant in tier II and tier III cities. Due to the availability of affordable smartphones, today almost everyone is on social media and other Digital platforms. So, if a national brand releases a pan-India campaign in Mumbai or Delhi, it is quite easily received by people even in the farthest corners of the country in real-time. However, many of these people do not understand Hindi and English. While dubbed content manages to convey a message, they largely fail to connect with the target audience. Thus, despite having the reach, brands cannot actually penetrate into the user base of those areas.
In an effort to connect with people from across all regions, national brands have now started paying almost equal attention to region-specific vernacular contents, apart from investing in pan-India campaigns. According to industry insiders, investments in such vernacular campaigns have increased by 20-30% in the past few years.
Iti Kaul, Head of Digital, OMD India says, “India as a market is complex and is built on the back of many Indias that exist within. These pockets are unique, and therefore need to be addressed through localised strategies. Vernacular content increases the relevance of brands in these pockets and helps establish their foothold in a particular region. The demand for regional language content has risen considerably as more and more people from diverse regions are going online. In the past couple of years, we have seen a 20- 30% increase in vernacular campaign-based investments by brands depending on their focus markets and priorities.”
Dheeraj Kummar, National Creative Director – Brand & Consumer Experience, Motivator, GroupM says, “Connecting with consumers while planning geo marketing activities make it indispensable in the Digital-era for legacy brands to create vernacular campaigns. Also, Digital media has democratized the creation, distribution, and sharing of vernacular content. In this environment of fragmentation and personalized media consumption, the only way to get consumers’ attention is by becoming part of the same environment.”
Usha International is one of those prominent brands that has been getting aggressive with its vernacular campaigns in the recent times. Today, 40% of its overall marketing spends is on regional marketing and content. Saurabh Baishakhia, President, Appliances, Usha International says, “We firmly believe that in order to inspire confidence and build brand presence and loyalty, our marketing efforts should address the diversity of our consumers. The easiest and most effective way to do so is to address consumer needs in languages that they understand. So, apart from Hindi, we have unveiled multiple campaigns in major regional languages such as Tamil, Telugu, Kannada, and Malayalam.”
“Brand Usha’s dedicated recipe website Usha Cook caters to regional consumers in nine regional languages making it easier to connect with the local language-speaking customers. Our Digital campaigns are also widely promoted on regional news websites such as Malayalam Manorama, Dinamalar, Eenadu, Vijay Karnataka, etc.,” he adds.
Prashant Agarwal, Marketing Head - Health Supplements, Dabur India Ltd says, “We have been doing national campaigns for the past four decades and our dubbed campaigns are also there for a long time. As far as the original vernacular campaigns with regional celebrities are concerned, we started it four to five years ago, and the trend has strengthened further over the past three years. We are now spending around 35% of our marketing budget on vernacular campaigns, and it has marginally increased over the past two years.
“We have roped in regional celebrities for these campaigns. For example, we are doing a campaign of Dabur Chyawanprash in the southern states with Nagarjuna. For Dabur Honey too, we are doing similar campaigns with our brand ambassador Rashmika Mandanna. Apart from the South Indian languages, we are doing regional campaigns in Bengali and Marathi too,” he says.
Amit Wadhwa, CEO at Dentsu Creative India says that the four southern languages are used by most brands to create vernacular contents and there are two main reasons behind it. “First of all, these languages are widely spoken and have the highest level of understanding across those states. Secondly, the media in those markets is broadly isolatable and that makes it effective. There are other markets with vernacular traction such as Maharashtra, albeit to a far smaller extent,” he says.
While a large number of brands are focusing on southern and western India with their regional campaigns, some other brands are being assertive in the eastern part of the country. Poulomi Roy, CMO at RSH Global says, “We started our journey with the moisturizing category and it was patronized mostly in the northern part of the country because of its harsh winter. So, we started our national campaigns in Hindi in 2011. However, a Hindi campaign on television does have only 40% spill over in a state like West Bengal. Therefore, we decided to penetrate further in that state by going the local way in 2020 and we roped in Bengali actor, Mimi Chakraborty for the same. It’s not just about understanding a language. While taking such measures, we need to understand the cultural nuances and bring relatability, keeping the ethos of the brand intact.”
“We have chosen television, YouTube, social media and OTT for our vernacular campaigns. When we started out in 2020, we spent 2-3% of our overall marketing budget, and that has now increased to 10%. We are now planning to start a similar campaign in Marathi, because West Bengal and Maharashtra contribute to 20-25% of almost all important category in our skincare segment,” she adds.
There are some other brands which are advertising in languages of the smaller states apart from focusing on the big markets. Jayen Mehta, Chief Operating Officer at Gujarat Co-operative Milk Marketing Federation Limited says, “Amul was founded in 1946, and our first advertisement was released in English and Gujarati newspaper in the year 1956 on Amul Butter. Over the last 65 years as we grew our product range and distribution across the country, we continued to advertise through hoardings, press ads and TV ads. We started our social media campaigns in the 2000s. We have advertised in 15-20 languages including Punjabi, Urdu, Bangla, Assamese, Mizo, Odia, Telugu, Tamil, Malayalam, Kannada, Konkani, Marathi and Gujarati.”
“Our presence in regional TV, Print, Radio, OOH, and social media has seen a significant increase and spends have increased 2x in these markets. In Amul, there is only one brand ambassador - our Amul Girl. She can speak all the languages of our country and she has been winning the minds and hearts of the consumers in their languages,” he says.
Godrej Appliances gets really aggressive during the festivals when they invest over 50% of spends in vernaculars. Swati Rathi, Marketing Head – Godrej Appliances says, “As a brand we enjoy a strong disposition in our upcountry audience, and hence it makes sense for us to put across more content in vernacular, particularly on Digital. Using vernaculars on e-Commerce is a recent initiative and we plan to extend this. Recently, we also released our regional ads across OTT platforms for our AC category. The ads have high views of 95 million with 47 million reach. Our exclusive outlets are located in the heartland and all the efforts for lead generation for the outlets whether online or offline are in the regional languages. We have seen that regionals work better when it comes to lead generation efforts. On an average, 20-25% of our total media spends is invested in vernacular content. During festive promotions, more than 50% of our spends is on vernacular languages.
Shekhar Banerjee, Chief Client Officer & Office Head - West, Wavemaker India says, “It is a proven case that any regional communication made for a specific market always yields higher results. We have some very successful use-cases from Loreal and Mondelez. However, the challenge is in scaling up this approach. The decision finally boils down to ROI - Is the opportunity size and growth ambition for a market big enough to cover for the cost it takes to build a local market approach? On certain mediums it is scalable. For example, Digital, where you can even go dynamic & hyper-local to an extent of even pin codes. At the other end will be TV, where the entry cost for adopting the same is often prohibitive and hence, not very prevalent as yet.”
Several brands however believe that vernacular campaigns are capable of ensuring better ROI than the national campaigns. Amit Verma, Head of Marketing, Rapido says, “Considering that we have always used regional languages for all our campaigns, it has been proven that vernacular contents give you 20-30% more ROI than non-vernaculars, particularly in Southern regions, Maharashtra, Gujarat, and Kolkata.”
“We realized that there are different regions that talk in different languages with different celeb affinities. So, our approach has been to catch this affinity by choosing two celebrities, one for the Hindi-speaking market (HSM) and one for non - HSM markets. Apart from Hindi, we have launched our current campaign #EkDumAaramSe with Rajkumar Rao and Jiiva in Bengali, Telugu and Tamil. Currently 30-35% spends are targeted towards vernacular content, which includes brand and performance marketing,” he says.
Echoing the same sentiment, Mukesh Mishra, Vice President – Sales & Marketing at Adani Wilmar says, “In the last few years, we have witnessed exponential growth registered by regional channels as compared to HSM channels. With newer mediums emerging, we foresee that vernacular or regional channels will continue to have a higher reach. A similar trend is being seen with respect to the OTT and Digital platforms too. We believe that creating a master campaign and then dubbing it in different languages, will never have the relevance and impact as cultural cues are different in each state and each language-speaking market.”
According to Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea, the focus on vernaculars is also a natural progression. “We are no longer under the Victorian influence. Today we, the Indians, take pride in who we are. We love our culture and we embrace our ethnicity. So the brands are also doing the same. If we have to take our own benchmark, basis the revenue that we have seen driven by TSBI Bharat that we launched in 2019, 20% of our business come from regional requirements,” he says.
While brands are trying to reach out to more and more people with regional ad campaigns, certain social media services are also helping them in their efforts. ShareChat is one such multilingual, multi-format platform that helps brands establish themselves among wider audiences through language-focused campaigns.
Akshat Sahu, Director, Marketing, ShareChat says, “ShareChat has more than 180 MAUs and a creator community of more than 32 million. Having such an extensive regional audience, it helps national brands to tap into emerging markets. Last year, we launched ShareChat Ads — a self-serving ads platform to enable SMBs to connect with their target audience through personalized multilingual advertisements. So far, over 1000 SMBs have posted highly targeted advertisements on ShareChat and the platform has witnessed a 6X increase in the number of campaigns in less than a year.”
“ShareChat operates in 15 Indic languages out of which Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, Punjabi and Bengali are most used by brands. It’s barely been two years since we started monetization, and over 200 brands have signed up with us and worked with us on multiple occasions. We have worked with brands such as Dettol, Amazon, Flipkart, Myntra, Facebook, Coca-Cola, Oyo, Snapdeal, Nykaa, MTR, Airtel, Pepsi, Realme, Marico, Godrej, TVS, Dream11, Vodafone, etc.,” he says.
When it comes to promotions and communications in vernaculars, content integration has also proven to be an effective way. Manan Shah, Director Marketing - India and SEA, Truecaller says, “We are a ‘Swe-desi’ brand, Swedish by birth but built in India; and India continues to be our biggest market. So, apart from putting out ad campaigns in vernaculars, we have also created vernacular content to enhance relatability in those regions using regional talents and creators. One example of such content integration is the Lolai Family with Nakkalites, a mini-series in Tamil. We have also worked with regional content creators and influencers across platforms, including ATL, digital and BTL. Today we spend almost 1/3rd of our marketing budget on vernacular content creation and distribution.”
Nittin Passi, Chairman and Managing Director, Lotus Herbals says that they are also doing in-film placement of their products in a Punjabi TV show. He says, “We were the sponsors for the show ‘Disha Di Wedding’ on Pitara TV. We had product placements for Lotus Herbals Whiteglow Range on the show. It showed the main protagonist Disha using our products before going to the wedding. For vernacular campaigns, we have also chosen digital campaigns, influence marketing and print media. Our vernacular campaigns are yielding high ROI in their particular regions.”
The end-result is a win-win for both brands and consumers. On one hand, consumers with purchasing power, living in Tier II and Tier III cities, become aware of the options they have in the market. On the other hand, brands largely gain from getting new target audiences.
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Kalyan Jewellers announces Rashmika Mandanna as brand ambassador
Mandanna will be the face of the brand in south India
By exchange4media Staff | Mar 23, 2023 6:07 PM | 2 min read
Kalyan Jewellers has announced the appointment of Rashmika Mandanna as its brand ambassador for the South, representing Kalyan’s lifestyle segment.
Mandanna is a popular actor in South India and has made her mark in the Hindi film industry with her recent releases. With this appointment, she joins the likes of Amitabh Bachchan (Global Ambassador), Katrina Kaif (National Ambassador), Nagarjuna (Andhra & Telengana), Prabhu (Tamil Nadu), Shivaraj Kumar (Karnataka) and Kalyani Priyadarshan (Kerala) and other renowned celebrities who have been associated with Kalyan Jewellers, the company said.
Commenting on the appointment, Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, said, “We are thrilled to have Rashmika Mandanna as our brand ambassador for the Telugu, Kannada and Tamil Nadu markets. Together will Kalyani Priyadarshan, she will be the face of our lifestyle jewellery line up, and we are confident that her popularity and appeal will help us connect with a wider audience and strengthen our brand further.”
Rashmika Mandanna expressed her excitement about the association and said, “I am thrilled to be part of Kalyan Jewellers, one of India’s most trusted and leading jewellery brands, and to join the ranks of other esteemed brand ambassadors such as Amitabh Bachchan, Prabhu Ganesan, Nagarjuna and more. It is an honour to represent a brand that has established itself as a hallmark of trust and transparency. I have always been fascinated by the exquisite designs and craftsmanship of Kalyan Jewellers and I look forward to being a part of Kalyan Jewellers’ journey towards excellence.”
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Usha International partners with Mumbai Indians
This is the 10th consecutive year of the partnership
By exchange4media Staff | Mar 23, 2023 4:25 PM | 2 min read
Usha International has announced it will continue it official partnership with five-time-champions, Mumbai Indians men’s cricket team, for the 10th consecutive year. The much-awaited cricket tournament gets underway on March 31, 2023, with the Mumbai Indians playing their first game on April 2, 2023.
Aligning perfectly with Usha’s ‘Play’ ethos, the partnership bears testimony to Usha’s commitment to support and promote a culture of sports and athletics, as well as an active and healthy lifestyle, the company said.
This season will have 70 league games and 4 playoff games, played across 12 venues over the course of 52 days. As part of the association, the ‘USHA’ logo will be prominently visible on the caps and helmets of all Mumbai Indians players. The ‘Usha Play’ branding will be visible on perimeter boards and screens during the match.
Speaking on the partnership, Komal Mehra, Head – Sports Initiatives and Associations, Usha International said, “To reach a decade-long association with Mumbai Indians is a milestone that echoes the mutual respect and alignment of both brands. It further reiterates our dedication to nurturing sports and developing a sporting ecosystem via strategic partnerships. The Mumbai Indians franchisee displays the true spirit of sportsmanship, and its players are role models for the youth, inspiring them to lead active and healthy lives. We wish the players the best of luck and look forward to witnessing some high adrenalin games this season!”
The Mumbai Indians Spokesperson said, “We are pleased to continue our long-standing partnership with Usha International. This is a strong and valuable relationship has made them such an integral partner in our journey. Mumbai Indians are glad to be a platform that helps partners leverage and maximise the plethora of opportunities available, helping them reach a wide demographic of fans.”
Led by Rohit Sharma, who is captaining Mumbai Indians for the 10th season, the team continues to have a strong mix of experienced as well as exciting young talent, donning the iconic blue and gold including Suryakumar Yadav, Ishan Kishan, Tilak Varma, Jasprit Bumrah, Cameroon Green, and Jofra Archer, amongst others.
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Apis' new Ramadan campaign makes a case for health in times of worship
The campaign will commence on the first day of Ramadan, and continue until the celebration of Eid al-Fitr
By exchange4media Staff | Mar 23, 2023 12:35 PM | 3 min read
Apis India, one of the leading FMCG brands in India, is launching a campaign during the holy month of Ramadan. The campaign, titled “Ibaadat Ke Iss Mahine Rakhein Sehat Ka Saath”, aims to promote individual well-being by blending the spiritual and personal aspects of Ramadan through Apis India's range of dates clubbed with other relevant products consumed in the month of Ramadan. Beyond just health, the campaign also celebrates the community bond that Ramadan brings together.
The strategy of the campaign will follow two routes, utilising both traditional media and online marketing. The campaign will commence on March 23, the first day of Ramadan, and continue until the celebration of Eid al-Fitr. In addition to leveraging traditional media, Apis India will also utilise social media platforms as an extension to the campaign, along with influencer marketing and targeted ads to reach a broader audience. Through this campaign, Apis India aims to make a lasting impact on individuals and communities across the country, promoting overall well-being during the holy month of Ramadan.
As part of its digital campaign for Ramadan, Apis is implementing a multifaceted strategy that includes a variety of initiatives. In addition to the ongoing social media campaign, the brand has planned a Pan-India contest and an influencer campaign on social media. These efforts are designed to engage with a wide audience and promote the brand's message of overall well-being during the holy month.
The contest invites participants to create unique recipes using Apis dates and other products for sehri and iftar promoting the diverse delicacies of the season through the brand.
As part of Apis India's “Ibaadat Ke Iss Mahine Rakhein Sehat Ka Saath" campaign, the brand's social media strategy includes an online contest that leverages the overarching narrative. The contest aims to bring the community together in an engaging activity to not only celebrate Ramadan, but also as a means to make the brand an active part of it. Through the contest, Apis India wants consumers to come along and share some of their unique recipes that make their Ramadan celebrations their own. During iftar a variety of delicious foods are prepared. Leveraging this aspect, Apis stands at the centre of this contest, with its Dates, Honey, vermicelli and kesar being made to be the building blocks of these unique recipes.
Being a social media contest that engages the community, Apis India is also relying on other factors to reach out to a broader community. Through influencers from the Muslim community, the brand aims to spread awareness, while maximising the influencers by using them as a catalyst to boost the activity. The brand is also focusing on targeted ads during this holy month to amplify its online campaign.
To expand its reach beyond the digital sphere, the brand also includes hoardings, billboards, and banners to complement the social media campaign. In addition, the brand will organise an on-ground activity inspired by its video advertisement which conveyed the message of togetherness across religious lines and promoted the brand as an icon bringing people together.
The on-ground activity will see Apis visiting areas in the national capital with a significant Muslim population and distributing hampers containing Apis Dates and other products to the underprivileged during iftar. Through this initiative, Apis aims to increase consumer awareness about the significance of physical well-being during Ramadan and create a deeper bond within the community. By leveraging its campaign, Apis hopes to make a lasting impact on individuals and communities across the country.
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Explore the era of agility at Pitch CMO Summit Mumbai 2023
To be held tomorrow, 10 am onwards
By exchange4media Staff | Mar 23, 2023 9:06 AM | 6 min read
The exchange4media Group is back with the on-ground Mumbai edition of its flagship property - Pitch CMO Summit after three years. The upcoming edition of the conference will be held tomorrow, 24th of March, 2023 from 10 am. Fancode WebEngage and ABP News are the Co-Powered by Partners for the summit while the Co-Gold Partners are DoubleVerify, Pepper Content & Torc ai.
Pitch CMO Summit Mumbai 2023 brings India's most reputed brands and top management to interact and share insights on their game-changing success stories under one roof.
The theme of this edition of the conference is ‘The Agile Marketer’.
Many esteemed speakers will be a part of the conference tomorrow at the Pitch CMO Summit Mumbai edition 2023. The keynote address at the conference will be delivered by a spokesperson representing a brand with the iconic tagline - The Complete Man. Representing the lifestyle division of the group - Sunil Kataria, CEO - Lifestyle Division, Raymond Group will speak at the conference on The Story of ‘The Complete Man’.
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When our next Co-founding speaker was told that “Millet snacks can be healthy AND tasty? Impossible!”, she replied with “Challenge accepted.” and turned the love for Millets into a mission. Born out of the dream to reinvent millets, the brand today is a part of the Tata brands roster. Sharing more brands insights on the brand story at the summit will be Rasika Prashant, Co-founder & CMO, Tata Soulfull and speak on Tata Soulfull: Reviving Goodness With Taste, Health & Agility.
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The conference will be followed by the award felicitation ceremony of The Pitch Best CMO Awards 2023.
For more details, please check out the microsite:
https://e4mevents.com/pitch-cmo-summit-2023/
To attend the summit and awards, get in touch with
Chandrakant@exchange4media.com or kapil.ramudamu@exchange4media.com
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Xotik Frujus eyeing Rs 1,000 crore revenue in 5 years: Anjana Ghosh
Ghosh, the CEO of Xotik Frujus, speaks to e4m about evolving customer preferences, the beverage company's rebranding exercises and more
By Kanchan Srivastava | Mar 23, 2023 9:41 AM | 1 min read
An FMCG veteran Anjana Ghosh surprised India Inc last October when she quit Bisleri after serving a fairly long stint and joined Xotic Frujus, a Mumbai-based beverage maker.
After all, Xotic was a much smaller company compared to Bisleri, almost a tenth of its size in terms of revenue. It was also a family-run business where the founder Rajeev Sehgal and his three children have been at the helm.
Ghosh says she decided to leave her comfort zone and took up Xotic’s job offer as a challenge. In less than six months, she has chalked out the shortcomings that have hampered the beverage company's growth and started addressing them aggressively. Her blueprint to accelerate the company’s strategic and operational growth is already under execution.
In this interaction with e4m, Ghosh discusses how consumer preferences have evolved over the years, why the firm is rebranding its most popular brand Jeeru to J, how they are scaling up their production and distribution network first before kicking off an extensive marketing strategy.
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Rakul Preet Singh highlights the need for responsible gaming in A23's new campaign
The platform is set to release more such films in the coming two weeks showcasing its portfolio- A23 Rummy, A23 Fantasy and Cricket.com
By exchange4media Staff | Mar 22, 2023 4:44 PM | 3 min read
Multi-gaming platform A23 (Head Digital Works), launched a fresh cluster of brand films under its ‘Chalo Saath Khelein’ campaign featuring Rakul Preet Singh. With the initial leg of these ad films, the brand highlights a variety of online rummy formats available on the A23 Rummy application on which users can play online together with friends and family.
The new ad film shows Rakul Preet Singh and other players enjoying a game of darts, each with their own unique style of play. She goes on to talk about how players can choose from a variety of rummy formats on the A23 Rummy app, best suited to their skill set. A23 has also ramped up their enduring ‘Responsible Gaming’ campaign, endorsing the need for players to game within reasonable limits. Rakul Preet Singh, who is seen running on a treadmill, draws a parallel between exercising and online gaming and the need to take breaks between both.
The brand film coincides with the ongoing cricket season and the upcoming IPL, which always draws attention. Both the ad films are live across all major social and digital platforms.
The ads were released on OLVs & OTTs alongside traditional mediums on live cricket. A23 is set to release more such films in the coming two weeks showcasing its portfolio- A23 Rummy, A23 Fantasy and Cricket.com. Apart from Rakul Preet Singh, these films will also feature popular digital creator, Niharika Naga Malneedi. The message of ‘Chalo Saath Khelein’ will be telecasted across multiple regional languages including Hindi, Bengali, Marathi, Kannada, Malayalam and Gujarati.
Speaking about the campaign, Gunnidhi Singh Sareen, VP- Marketing, Head Digital Works said, “At A23, we are committed to providing our players with a responsible gaming experience, and our new ad films ahead of the IPL season reflect that. We believe in offering customized game play options to all our players, ensuring that they can enjoy our offerings in a safe and responsible manner. As we launch our latest campaign, we are proud to say that our responsible gaming narrative remains at the heart of our business. We are also excited to highlight our fantasy gaming experiences and offerings this season in the second leg of the campaign. The IPL season presents an excellent opportunity for us to reach the right audience, and we are excited to showcase our offerings on TV to millions of viewers."
These new brand ads aim to leverage the various personalized in-game features to encourage users to enjoy an unparalleled gaming experience by playing together with their friends and family. A23 continues to drive its messaging of ‘Chalo Saath Khelein’ and ‘Responsible Gaming’ and believes that online gaming is one of the most engaging means of entertainment.
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Shyam Steel joins hands with Lucknow Super Giants as Principal Sponsors
Players and official members of the Lucknow Super Giants will sport the Shyam Steel logo on the jersey
By exchange4media Staff | Mar 22, 2023 1:16 PM | 2 min read
Shyam Steel has announced its association with IPL franchise Lucknow Super Giants as the principal sponsor of the franchise. The association will help Shyam Steel to enhance its brand and business presence across the HSM markets and nationally.
Aligned to the association, the players and official members of Lucknow Super Giants team will be sporting the Shyam Steel logo on the back of the official match day jersey. The logo will also be prominently visible during the on-ground matches of the franchise. The brand will have the right to use player images and team logo for internal use and promotional purposes. The association will also be amplified across, print, outdoor, television, digital and social media platforms which will run through entire duration of the tournament. The duration of the association is three years.
Commenting on the association, Lalit Beriwala, Director, Shyam Steel Industries Ltd said, “We are very proud to associate ourselves with one of the most popular franchise, Lucknow Super Giants. The team is the perfect amalgamation of talent, experience and enthusiasm. India is a cricket frenzy nation, and this partnership will help us to build a high brand recall amongst our target audience nationally. Uttar Pradesh is a key market for us as it serves as our gateway to the North Indian markets, and we hope this association creates a positive impact in the region. We look forward to a very successful season for both the brands.”
Colonel Vinod Bisht, CEO RPSG Sports said: “We are absolutely delighted to be entering into a long-term partnership with an esteemed brand like Shyam Steel. There is a lot of positive synergy between the brand and the franchise, and we look forward to working with them in this prestigious tournament.”
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