Category: SPECIALS

 

 

Media Planning and buying is no cake walk – however, it is not a routine 10 to 6 job either. Most days are eventful and have many exciting moments, and many moments of extreme stress. The fraternity has its own formula of sailing through their work day – discovering thrill and in some cases inventing it – even during high pressure deadlines, and the pitches (even if they are for the business they hold). It’s the thrill factor that keeps them going.

 

Ritu Midha from MXM India connected with a few senior industry representatives to understand what thrill really means to them, thrilling experiences in their life, and what they think thrills the Indian audiences.

 

 

Anupriya Acharya, Leader, Client Leadership, South Asia at Mindshare Fulcrum believes that the magic of nail-biting finishes is lost if they are over stretched.

In this short conversation with Ritu Midha of MXM India, she discusses action as a genre among other things.

 

Do nail-biting finishes excite you, or do they make you feel nervous?

Nail-biting finishes do excite me. Unfortunately, most of the times, the ending is stretched so much that instead of nail-biting it becomes a hair-tearing ending!

 

As a professional what has been the most exciting moment of your professional life so far?

In the initial years it was personal achievements like winning businesses, promotions etc. However, of late it has always been making a difference to people’s skills, training and grooming.

 

What would life be for you if there was no thrill in it?

Actually I can do with more thrill!

 

Moving to people in general do Indian men look for entertainment only in movies and cricket?

No, they look for entertainment in politics and bi…ing too 😀

 

Would you say Action TV has come of age in India? What is missing?

Not an avid TV viewer, but must say that Crime channels are the most favourite of mine. They need no appointment viewing, programme duration at about 1-2 hours is perfect (not as long as movies), and whenever you join in, there is high suspense drama.

 

Do you believe that a much larger base would view action TV, if it is in Hindi?

Yes, I guess so.

 

Would Hindi Action TV be viewed by lower SECs?

In terms of English v/s Hindi, yes, the popularity of English is largely in the upper SECs. However, action as a genre is less about SEC and maybe more about family v/s individual viewing – or even individual choices. Hence I guess it will be largely influenced by family v/s individual viewing habits.

 

Why do you think people are more involved when they are watching a serial/movie with element of thrill?

More than thrill, any good storytelling that captures viewer interest and attention has to have some unpredictability in the storyline. If it is too predictable then people lose interest.

 

Lastly, what is your definition of thrill?

Any novel experience – and not necessarily action-linked.

 

MA Parthasarathy, Chief Client Officer, Mindshare is a fan of murder mysteries as well as extreme sports. In this conversation with Ritu Midha of MxM India, he talks about thrill being the primal emotion and more…

 

What has been the most pulse racing experience of your life?

Flying in a microlight aircraft over the temples & lakes of Chiang Mai. The puny nature of the craft, and my legs dangling above 3000 feet of pure air was exhilarating.

 

Do you remember being part of a thrilling escapade as a child? What would that be?
Earliest memory is a trek near Ooty as part of a scout camp when I was in the 6^th standard. I lost my footing and rolled down a steep slope till my descent was stopped by a tree.

 

Which of the extreme sports makes you sit on the edge? Or is it murder mysteries?
While I am a huge fan of murder mysteries, the beauty about extreme sports is that you believe you could do some of it yourself. I love watching Motocross, BMX biking and hang gliding.

 

As a professional what has been the most exciting moment of your professional life so far?
Too many to pick any one out.

 

In another direction, why do you think people are more involved when they are watching a serial/movie with element of thrill?
I think thrill is a primal emotion for humans. It triggers the fight/flight response straight from the lizard brain. Which is perhaps why the level of engagement is higher.

 

Do you believe that in today’s generation even females are getting more adventurous?

I think they were always as adventurous. But today’s generation just has more opportunities and fewer restrictions. My sister has already bungee-jumped while I don’t believe I ever will.

 

What are the key entertainment sources for men in India?

Depends largely on the socio-economic strata and income. But the unifier is sport (especially cricket) and reality TV.

 

Do you believe that a much larger base would view action TV, if it is in Hindi?
Yes. The popularity of English action movies dubbed in Hindi is a pointer in this direction. However, the choice of programs is important. For instance, I feel doing a version of “Wipeout” in Hindi was pointless, as the show does not depend on language, dialogues or local context.

 

Would Hindi Action TV be viewed by lower SECs?
Given that these would be largely single-TV households without internet penetration, the viewing may be less as it would be more skewed to family-oriented programming.

 

Lastly, what is your definition of thrill?
Anything that makes your heart beat faster, makes you hold your breath and makes you remember it for a long time to come.

 

Anamika Mehta, COO, Lodestar UM, believes that the element of thrill ‘takes you to a different world away from the mundane and daily humdrum’. And her definition of a thrilling moment is ‘where you feel you are in space not earth!’

In conversation with Ritu Midha of MxM India, she discusses her thrill moments in life and more…

 

What has been the most pulse racing experience of your life?

Plenty of them with diverse emotions – joy, laughter, fear, tears!

 

Do you remember being part of a thrilling escapade as a child? What would that be? 

As a five-year old being stuck in the middle of a frozen Indus river in Ladhakh in minus 36 degree temperature in an army truck for over 24 hours!

 

Which of the extreme sports makes you sit on the edge? Or is it murder mysteries? 

Rafting in Grade 4 rapids.

 

What has been the most exciting moment of your professional life so far? 

With a life in a media agency in a country like ours – each day is an adventure and a roller coaster ride to the core – perhaps more than an extreme sport! So oodles of exciting moments…and tough to pick the topmost. So the first one – as a two-week old in media making a strategy presentation!

 

In another direction, why do you think people are more involved when they are watching a serial/movie with element of thrill?

It takes you to a different world away from the mundane and the daily humdrum.

 

Do you believe that in today’s generation even females are getting more adventurous? 

It is definitely more acceptable for Indian women to be seen riding a bike today than was 10 years back for sure. So acceptance of women seeking/viewing thrilling action is growing.

 

What are the key entertainment sources for men in India? 

TV is the biggest probably followed by friends and movies

 

Do you believe that a much larger base would view action TV, if it is in Hindi? 

True and Real Action is something that everyone understands and transcends language barriers…but definitely if the context and language is familiar the engagement is higher.

 

Would Hindi Action TV be viewed by lower SECs? 

Action has been our staple – look at the popularity of typical Hindi movie action which cuts across classes. So the answer would be all across rather than lower SEC as long as there is no compromise on quality of content.

 

Lastly, what is your definition of thrill? 

That moment where you feel you are in space not earth!

 

For Ruby Bana, Chief Strategy Officer, Madison Communications Pvt Ltd ‘every pitch is a series of excitements’. In her conversation with Ritu Midha, she shares her recipe of ‘Thrill Cocktail’.

 

Do nail biting finishes excite you, or do they make you feel nervous?

They are indeed exciting.

 

As a professional what has been the most exciting moment of your professional life so far?

As strategy head, every pitch is a series of excitements one after another – recently Madison’s streak at the Emvies was exciting too.

 

What would life be for you if there was no element of thrill in it?

Life is what you make of it, right?

 

Moving to people in general, do Indian men look for entertainment only in movies and cricket?

Not true.

 

Would you say Action TV has come of age in India? What is missing?

There is still a long way to go.

 

Do you believe that a much larger base would view action TV, if it is in Hindi?

Yes, of course.

 

Would Hindi Action TV be viewed by lower SECs?

It will be broad-based for sure. Action content from ‘out of India’ is still much stronger than the stuff we have here.

 

Is thrill/adventure missing in Indian ads?

No unlike in content, it is not missing in ads.

 

Why do you think people are more involved when they are watching a serial/movie with an element of thrill?

It’s simple – the pace of the story/content requires increased focus so the viewing is more intense but not necessarily more involved.

 

Lastly, what is your definition of thrill?

Mix of the following components builds the thrill cocktail:

a. Something extraordinary (not done, not explored)

b. Uncertain outcome… it’s risky.

c. High payoffs on success making the risk worthwhile

d. Expands the limits of human potential…. brings out the god in us.

 

Anil Sathiraju, AVP & Head South, Mudra finds it tough to list out a few instances from his professional life that has gotten him excited on a very high scale. But he affirms that every person has to have some element of thrill in his life or else it would be a real boring affair.

Sathiraju opens up to Ritu Midha of MxM India on the thrill quotient and more.

 

Do nail biting finishes excite you, or do they make you feel nervous?

Yup, always! Not nervousness, but excitement.

 

As a professional what has been the most exciting moment of your professional life so far?

Every day is an excitement so there aren’t one or two instances.

 

What would life be for you if there was no thrill in it?

Very boring. There has to be thrills in everyone’s life.

 

Moving to people in general do Indian men look for entertainment only in movies and cricket?

This happens more on TV. In day to day life, as we are all aware, when it comes to entertainment in India, it is Bollywood & Cricket, therefore this is true to some extent.

 

Would you say Action TV has come of age in India? What is missing?

Action TV – here I am referring to the genre ‘Action’ therefore my answers are based on that. Action is an important part and it brings out the excitement to a viewer.

 

Do you believe that a much larger base would view action TV, if it is in Hindi?

Yes.

 

Would Hindi Action TV be viewed by lower SECs?

Yes, for sure.

 

Is thrill/adventure missing in Indian ads?

Thrill and adventure can be showcased in categories where it is relevant. For example, a brand which comes to my mind is Thums Up. Thums Up is all about thrill/adventure so it is shown. So, for me this question is not so relevant.

 

Why do you think people are more involved when they are watching a serial/movie with element of thrill?

It all depends on the viewer’s interests.

 

Lastly, what is your definition of thrill?

Thrill = Excitement = Adventure = Action

 

Avinash Oza, Group Director, Brand Communication – Planning at DDB Mudra Max is a rural marketing evangelist, and is exhilarated by bringing, and observing behavioral changes in rural audiences. Here he is in conversation with Ritu Midha of MXM India on what ‘thrills’ him most.

 

What has been the most pulse racing experience of your life?

My first flying sortie in ‘Ardhara’ tow glider at Raipur with Sqn Ldr Rana.

 

Do you remember being part of a thrilling escapade as a child? What would that be?

Trekking, mountain climbing and cycling, as a scout cadet. Cycling to picnic spots with Youth Hostel Association of India members.

 

Which of the extreme sports makes you sit on the edge? Or is it murder mysteries?

Rugby and ice-hockey.

 

As a professional what has been the most exciting moment of your professional life so far?

As a rural communication strategist: when we bring behavioral change in the life of our audience.

 

In another direction, why do you think people are more involved when they are watching a serial/movie with element of thrill?

They are in the shoes of actor performing in the serial or movie and later the hangover.

 

Do you believe that in today’s generation even females are getting more adventurous?

Societal values or we have matured and accepted fact that there is something like “Right to equality” and females do believe if he can, ‘I CAN’.

 

What are the key entertainment sources for men in India?

Live concerts and movies.

 

Do you believe that a much larger base would view action TV, if it is in Hindi?

Not sure as so far it has failed or has very less viewership.

 

Would Hindi Action TV be viewed by lower SECs?

Yes, a challenger always loves action.

 

Lastly, what is your definition of thrill?

Snorkeling and sky-diving.

 

Meenakshi Mediratta, Senior Director – Digital, Mindshare does not find snorkeling and para-gliding exciting, and plans to try some more pulse-raising extreme sports.  Thrilling experiences have been an integral part of her life since childhood. Here she is in conversation with Ritu Midha of MXM India.

 

What has been the your most pulse racing experience so far?

Have tried a few outdoor sports like zip-lining, snorkeling, para-gliding, but nothing has been a pulse racing experience as yet. Maybe need to try bungee jumping or skydiving to define pulse racing.

 

Do you remember being part of a thrilling escapade as a child? What would that be?

Yes and many. Something like going to a nearby hills (closer to grandparent’s house) to get lost and then find your way back with a bunch of kids.

 

Which of the extreme sports makes you sit on the edge? Or is it murder mysteries?

Skydiving.

 

What has been the most exciting moment of your professional life so far?

If professional achievements or awards can be counted then there have been a few events.

 

In another direction, why do you think people are more involved when they are watching a serial/movie with element of thrill?

Thrill and suspense gives an adrenalin rush – and hence people view content with more involvement.

 

Do you believe that in today’s generation even females are getting more adventurous?

Yes, because they have enough exposure to try out adventure – firsthand.

 

What are the key entertainment sources for men in India?

Watching sports on television.

 

Do you believe that a much larger base would view action TV, if it is in Hindi?

Maybe, not too sure.

 

Would Hindi Action TV be viewed by lower SECs?

It could be views by lower SECs also, but if the production is slick then higher SECs can’t escape/resist it.

 

Lastly, what is your definition of thrill?

Being in a situation (sport) that can be life challenging.