Prof. Dr. S P Singh started his deliberation during the webinar by thanking Prof. Ujjwal Choudhary & Dr. Ankuran Dutta for introducing him to GCEC. He further praised Dr. Kuladhar Saikia for being a renowned IPS officer and a great father. As a professor of strategy and marketing, he mentioned “Social marketing is an important aspect of development communication”. Moreover, Prof. Dr. S.P. Singh elaborated about the social inputs and developments which facilitate social change and thus it reminded him of several NGOs in his young days and made him aware of the work he performed at that time which could be considered as a development activity, along with Oxfam, Unicef and State Urban Development Agency (SUDA). In his young days, around 1993-1995; he actually learned about Development Communication in detail, and the communication was for people, for their development, and in association with them. Furthermore, Singh addressed that he has been trained by UNICEF to perform Participatory Rural Appraisal (PRA) & Participatory Learning and Action (PLA) for the villages of Uttar Pradesh and slum areas with SUDA and DUDA. Sitting on the ground, on the floor while working for these organizations has made him cognizant of the people he talked with and many of them have become MLAs, Teachers, Corporators at present which he perceives as a fruit of development communication. Singh concluded his speech on a merry note by imparting a message of being more active for an association that helps to empower people.