Tag: Thrillzone

Janardhan Pandey, Associate Vice President, DDB Mudra MAX Media was a co driver at Buddh International Racing Circuit. But the most exciting moment of his life was when he sold an Air Purifier to Mr Ratan Tata!

Here he is in conversation with Ritu Midha of MXM India on thrill and how action TV thrills more people when in Hindi.

 

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

Being a co driver at Buddh International Racing Circuit in Aston Martin Racing car with its Driver Stefan Mucke.

 

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

Yes, for me it was a group of us all aged between 9 to 12 frequently fast riding on buffalos in the graze fields at my hometown Gorakhpur. It used to be really dangerous but madly enjoyable experience. Many broke their bones but nothing could stop it.

 

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

It’s cricket for me which makes me sit virtually on the edge of the edge and empty many bottles of water during those anxious but exciting finishing moments.

 

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

It was in 1993, when I had just joined Eureka Forbes and sold an Air Purifier cum Ioniser machine to Mr Ratan Tata after an hour and Half sales pitch at his residence. It is still a hair raising experience for me

 

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

We get so involved and are in sync with the acts that we tend to become a central character in it and our thoughts/emotions flow with ongoing acts therein. It’s human nature to get carried away far from self while watching a thriller, adventurous expedition or our favourite sport. We want to be one of them and be there.

 

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

Oh yes …. they are not only jumping & reacting while watching Crime/Murder mysteries but also whole lot of adventure shows and cricket too. They are fast becoming an equal partner in everything.

 

What are the key entertainment sources for men in India?

It’ Cricket, movies, comedy shows, award shows, music, reality shows to an extent and news channels.

 

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

Yes, there is no second thought to it. The level of excitement, involvement & thrill is better delivered in mother tongue. As absolute majority of our population understand better in mother tongue … it will increase the audience base very significantly and also the level of their participation.

 

Would Hindi Action TV be viewed by lower SECs?

Action doesn’t belong to any SEC grid. People across the stratum of the society will watch and enjoy such programs …. the SEC analysis is the headache of advertising fraternity. Why should a broadcaster stop at not doing some great programme  just because lower rung of the TV owning household will also enjoy it immensely.

 

Lastly, what is your definition of thrill?

Thrill to me is something which lets me forget my real self and get engrossed in that artificially created world and make me react as if I am the part of the entire ongoing act. It makes me laugh, cry , get angry , and jump irrespective of my real life situations. I am the passive character in the show all along but an active character in isolation of the show.

 

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

 

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.

 

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.

 

Mandeep Malhotra, President and Head, DDB Mudra Max – OOH, experiential business, and retail cluster believes that media is all about excitement and challenges. In conversation with Ritu Midha of MxMIndia, Mr Malhotra talks on the thrill quotient at work and in life.

 

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

They are very exciting – actually the best thing to have. It keep you on the edge and that is when your best comes out.

 

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

There are far too many exciting moments, and it is difficult to pick the most exciting one. One of the most challenging one was when I moved beyond OOH – and started managing a team of  500 people. I am extremely proud of my team -  young dynamic guys with diversified talent. When your team members who are also your buddies, look up to you – it is a moment of truth.

 

Interacting with corporate CEOs and – interpreting the communication brief has its own excitement.

 

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

Life would probably be spent serving in a restaurant. Though I am excellent chef, it does not offer the same thrill as the business of media. I mean that too is exciting, but it is not over the edge.

 

Would you say ‘action’ is increasingly becoming a part of life?

Action is just starting. Today there are various activities imbibing thrill in life – for instance cycling clubs – karate etc. Playing the drums at the age of three is not thrilling only to the child but even those watching.

 

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

TV is really weak on content part – the Net is evolving so much faster. For action TV to work, content needs to be rich – and be refreshed every now and then. If action is weak and repetitive, it gets boring.

 

Would Hindi Action TV be viewed by lower SECs?

Technically, action doesn’t have a language. It is viewed for the fun and thrill of it. Content would always be the king. Having said that, language does help cut through a little better.

 

Lastly, what is your definition of thrill?

My definition of thrill is something that keeps you on your nerve till the time you have goose bumps. For me, it should make me feel ‘Oh god I was first one to do it.’

 

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.

 

Vinish Mathews, Partner – Client Leadership, Mindshare is a sky-diving buff and enjoys extreme sports as well as murder mysteries. To him for anything to be thrilling, it has to give him goose bumps!

Here he is in conversation with Ritu Midha of MXM India on things that thrill and excite him.

 

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

When I skydived in Cape Town last year from a height of over 12000 feet, just a little over the table mountains.

 

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

With my Dad serving in the Indian Navy, I spent most of my childhood in well-spread out Naval Bases of Cochin, Vizag etc. Exploratory rides along with friends to every nook and corner of the Base; especially trekking along Dolphin’s Nose in Vizag and learning to swim in the Indian Ocean in Cochin.

 

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

Both extreme sports and a good murder mystery get me going. Among my favourite extreme sports are base jumping and snowboarding.

 

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

Well, there have been a few over the past almost 10 years; but award-winning work on the categories I manage at Mindshare for Unilever are both rewarding & exciting.

 

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

Cinema or even a well-crafted series has the ability to transport viewers to a different dimension.

 

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

Of Course, more so now. But every generation had its trend-setters, and with even more financial independence, supportive parents/siblings, women/girls today are more adventurous.

 

What are the key entertainment sources for men in India?

Cinema, Sports (viewing & playing), Music (listening & creating), Internet, Gaming, Hanging with Buddies, Travel etc….

 

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

Possibly, but if the content’s relevant to their context.

 

Would Hindi Action TV be viewed by lower SECs?

Yes. Just like they view almost all content available on TV.

 

Lastly, what is your definition of thrill?

I don’t have a “definition”, but anything that gives me a rush or goose bumps is thrilling to me.

 

Neelkamal Sharma, COO – Buying, Madison Media Group believes that ‘one can create excitement in one’s life, and does not need to wait for it to happen’.

In this short conversation with Ritu Midha of MXM India, he reasons out the factors that draw in excitement, audiences and television.

 

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

Yes, nail biting finishes excite me.

 

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

Achieving the unexpected or doing something new or challenging for the first time which resulted into breakthrough results.

 

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

No life. In fact one can create excitement on one’s own in life. One does not need to wait for it to happen.

 

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

Not really, there is a wide variety of things like adventure sports, bikes, cars, smart phones, social networking, politics etc.

 

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

The Indian version is missing.

 

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

Of course, yes.

 

Would Hindi Action TV be viewed by lower SECs?

Across, except top of the cone of the cone.

 

Is thrill/adventure missing in Indian ads?

To some extent, yes. But it totally depends on the context, otherwise it will be a misfit.

 

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

Thrill catches one’s fantasy, and adds more inquisitiveness.

 

Lastly, what is your definition of thrill?

Hair-raising experience or something that’s really exciting.

 

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.

 

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 Mausumi Kar, GM – North & East, Maxus the earliest memory of a thrilling escapade is when she ‘Landed up among Konyak Headhunters at a town square where they had just strung up freshly chopped human heads…’

If you don’t find this thrilling enough, read excerpts of her conversation with Ritu Midha of MXM India to know more.

 

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

Riding 200 kmph on the Autostrada from Munich to Rome.

 

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

Landing up among Konyak Headhunters at a town square where they had just strung up freshly chopped human heads.

 

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

Murder and thrillers, any day. Christie as a kid. Stieg Larsson (it’s a pity that he’s not around to write more), Lee Child, Jo Nesbo… The extreme world of graphic novels of Frank Miller, Alan Moore and Neil Gaiman are thrilling too. The animal world is possibly as exciting as extreme sports. Nothing beats a boat ride into the deep recesses of Sundarbans or an unexpected tiger sighting at Ranthambore.

 

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

Every day is an adventure. Someday it’s a bad one and someday good. Sometimes it is extraordinary.

 

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

Vicarious pleasure.

 

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

I believe women have always had the spirit of adventure in their hearts. What you get to see in the current scheme of things are more physical expressions of this spirit.

 

What are the key entertainment sources for men in India?

To each his own, but sports and news, I guess, would be the lowest common denominator.

 

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

Action, to my mind is not restricted by language barrier. Hindi will just enable better distribution.

 

Would Hindi Action TV be viewed by lower SECs?

Enhanced distribution means wider pocket of coverage. Viewership would largely be dictated by what is the content of the proposed “Action” TV.

 

Lastly, what is your definition of thrill?

Spine tingling, goose bumps and sometimes thinking I wish I could do that.

 

 

Kartik Iyer, Managing Director, Carat India states that life wouldn’t be the same if there was no element of thrill involved.

He responds to Ritu Midha’s queries on thrill and excitement in his typical one-line quips.

 

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

Nail biting finishes do excite me.

 

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

The anticipation of tomorrow.

 

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

What life?

 

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

Don’t know about Indian men in general. Individuals are built differently and generalizations are suicidal.

 

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

Thrill can be beyond action TV.

 

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

Of course but Visual Thrill is already delivered.

 

Is thrill/adventure missing in Indian ads?

Can’t say.

 

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

They live it.

 

Lastly, what is your definition of thrill? 

Not knowing what comes next.