Tag: Thrillzone

Ajit Varghese, Managing Director – South Asia, Maxus believes that life would be boring and predictable like machines if the element of excitement was missing in it.

He opens up to Ritu Midha of MxMIndia on the experiences that bring in an element of thrill in life and at workplace.

 

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

Nail biting finishes are always exciting. The rush of adrenalin, the unpredictability, the challenge and the feeling of time well spent is always amazing. Don’t think I can say I am not nervous, it would be the high of emotions and expectation of something – seeing or delivering a difference which is more exciting.

 

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

Lots of exciting moments… The new business wins, new innovations and meetings… some tough KPI’s in a difficult year is all so much fun. But the one which was most exciting was the Vodafone roadblock when it happened in 2007. The speed, the audacity and reactions from the industry all made the moment very exciting. The other big high is when Maxus started to consistently emerge as no.1 agency in most award functions. It always gave me a high of achieving the status of doing “best in class” work for clients – years of hard work put in by our team has made it happen.

 

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

Boring and predictable – like machines!

 

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

To a large extent I would agree! Though I would like to believe its sports than just cricket… It’s only because India doesn’t play well or have big stars or athletes in non cricket sports that we end up worshiping cricket too much.

 

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

Not really. Except a few shows, haven’t seen big action in this space. Movie action has surely taken a leap but it’s nowhere reflected on the smaller screen.

 

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

Not really. It’s more about quality of Indian players, facilities and Indians in the action that will help than the language issue.

 

Would Hindi Action TV be viewed by lower SECs?

Possibly yes.

 

Is thrill/adventure missing in Indian ads?

Completely agree.

 

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

Sheer rush of adrenalin, expect the unexpected and difference from the usual.

 

Himanka Das, Sr. Vice President, Carat India, believes that for anything ‘Which breaks the monotonous ways of looking at conventional life’ is thrilling.

In conversation with Ritu Midha of MXMIndia, he talks about experiences that are high on thrill quotient and more.

 

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

Many in 17 years of my professional career… difficult to give you a specific example. But from the time I started taking responsibility of bringing growth by new business development as a P&L role, all pitches however big or small every time gives me a pulse racing experience till the closure.

 

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

I am an alumni of Don Bosco School, Guwahati. Had many thrilling Firsts during my childhood, be it 1st residential camp, training camps to overcome fears of mountain climbing and to help the homeless in the days of any natural calamities, at times of flood and earthquake. 27 years ago not many schools had such exposure. It was thrilling but I learnt lessons of life at an early stage of life.

 

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

Definitely motor sports. I realized that I hate murder mysteries as after I see them I feel very depressed.

 

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

In 2006, while I was working for Lintas Media Group, Lynn called me to her cabin to inform me that Maruti Suzuki account which is one of the top three accounts for LMG needs to be streamlined as many people at LMG, Delhi office left and one of the business dailies reported that it is up for pitch. It was a tremendous responsibility bestowed. For eight months life was tough for me, but I rallied the team to do some great work and also the KRA was to establish the team. Post which I happily came back to Mumbai with mission accomplished. But the turnaround helped me to build my self-confidence post that I never looked back.

 

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

I don’t see a why! We Indians by culture love story telling.

 

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

Of course yes, I do have a live example at home. I have twin children – a son and a daughter. I can visibly see that my daughter Tanishka is equally or more adventurous than Trimaan, my son.

 

What are the key entertainment sources for men in India?

I think Reality Shows, Sports, Movies and Music. What I like is that today’s men do also watch other sports beyond cricket. In India, it is good to see that sports like Formula 1 and football are getting popular though it is yet niche but catching up.

 

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

It depends on the content, it matters whether English content dubbed in Hindi or original Hindi action content. But it is yet to be visibly seen that it is getting popularity.

 

Would Hindi Action TV be viewed by lower SECs?

Finally content is king. It depends whether it is designed and appeals to which SEC of audience!

 

Lastly, what is your definition of thrill?

Which breaks the monotonous ways of looking at conventional life.

 

Anita Nayyar, CEO, Havas Media, India & South Asia is a qualified microbiologist. She states ‘Like those microbes you should do your best in that moment and enjoy the good with the bad’.

Here she is in conversation with Ritu Midha of MXM India.

 

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

It has been a very thrilling life till now. I studied microbiology so when you watch those microbes as they strive to live, it teaches you to enjoy the throbbing experience that is life. Further there is work and family and kids, maintaining the balance and being there for everyone cannot help but make that pulse race even faster!

 

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

I don’t know if you can call it thrilling, maybe in retrospect, but at that time it was really scary.

 

We’d gone to the circus and there was this huge roller coaster which I insisted on sitting on. It looked quite different from what it felt like so I wanted to get off after being on it. But it could not be stopped mid way and kept getting faster and faster. Just as I was trying to enjoy it one of the bars moved off and I almost fell. I kept hanging on to it till it came to a hault.

 

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

Murder mysteries especially when done well, definitely put you on the edge. In extreme sports, well maybe it’s my past experience which makes me categories it so, but the international roller-coasters especially when you are on the first seat, even with a partner, boy they make you scream your heart;  and they even capture it on camera!

 

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

Being part of the building of Havas Media in India. MPG India was just formed in the country and I came on board soon after. I remember our first anniversary – it was such a small team. It gave me the opportunity to put together my past experience towards one purpose. India today is the world’s hottest market for business and employment and a core market in the APAC. So Havas is special, has been a milestone and I am looking forward many exciting moments.

 

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

It’s the thrill of it.

 

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

Yes, women today do everything a man does as well as take on traditional jobs and responsibilities. Therefore,  it’s only natural that they would join adventure clubs, go on trails and trips. Besides the love of the experience or exploration of the outdoors, scuba diving and nature is not gender biased but personality dependent.

 

What are the key entertainment sources for men in India?

We’ll, men the world over like women! But really it’s their devices: the TV, mobile, tablet which consumes them with business and pleasure over and above the clubs, games and networking.

 

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

Yes as more people will understand the show.

 

Would Hindi Action TV be viewed by lower SECs?

yes as it is the comfort of the language and the thrill of action

 

Lastly, what is your definition of thrill?

I believe in living in the moment and my life makes me do so. And like those microbes if you do your best in that moment and enjoy the good with the bad and can create something in it for your client, achieve it for your company, your loved ones or yourself it’s thrilling.

 

 

Premjeet Sodhi, Chief Operating Officer, Brand Programming Network, states tongue in cheek, “J When men can’t find entertainment elsewhere, they finally come home and watch movies and cricket J.

Here he is in conversation with Ritu Midha of MXM India.

 

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

Yes, Of course!! Nail biting finishes are exciting J.  In fact, even when I am myself involved in any activity and it tends to heighten to a last minute decision; the tension, the hectic activity… all are exciting.

 

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

It is tough to just put down a single moment as the most exciting moment.. there are many such moments that have made me the professional that I am today.

 

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

Life is all about making a difference and if there is no making  difference and no thrill, then I may as well be elsewhere…

 

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

J When men can’t find entertainment elsewhere, they finally come home and watch movies and cricket J.

 

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

I don’t think it has emerged as a serious segment so far at all.

 

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

Action is not about any language for sure.. but if you are referring to dubbing…. It really has never worked for me..

 

Would Hindi Action TV be viewed by lower SECs?

Any programme in Hindi always reaches out to the masses and so even Action TV would get viewership from Lower SECs if in Hindi

 

Is thrill/adventure missing in Indian ads?

Humour has often been used a lot.. Thrill and adventure has been used but in limited brands..

 

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

It is always the art of storytelling that engages audiences.

 

Anwesh Bose, Senior VP, DDB Mudra Max is lucid in his comment when he says, ‘Indian men look for entertainment in forbidden territory – now go make sense of it’.

Here he is in a no holds barred conversation with Ritu Midha of MXMIndia. ENJOY!

 

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

They excite me and I love to keep calm at such times.

 

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

I am in an exciting profession and there are exciting moments that keep coming & I cherish them all.

 

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

If ‘No Thrill’ then no chill but only pill.

 

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

This is a trouble-making question but I would still answer. Indian men look for entertainment in forbidden territory – now go make sense of it.

 

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

Action TV is an infant in India and is missing in Action.

 

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

What kind of a question is this? This country is the largest Hindi speaking population in the world so by default more people will be watching if it is in Hindi.

 

Would Hindi Action TV be viewed by lower SECs?

Without them lower SECs Dabangg-s & Singham-s would be art house cinema.

 

Is thrill/adventure missing in Indian ads?

Says who? The perception of thrill/adventure is different for different people. A kid is thrilled to see another naughty kid on screen and may get adventurous in real life but the same may not apply to me.

 

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

As a poor nation with scarcity prevailing, fantasy entertains us. Also with the kind of dirty linen that is washed in serials people love to be involved with it…we all love someone else’s dirty linen being washed in public.

 

Lastly, what is your definition of thrill?

This is a public forum and I am expected to refrain & restrain from controversy in public – in company & self interest.

 

S Yesudas, Managing Director – Indian sub-continent, Vizeum who also happens to be a marathon runner and a cyclist has seen a number of nail biting finishes.

In conversation with Ritu Midha of MXMIndia, Yesudas talks about nail biting finishes and how thrill provides excitement in life and at work.

 

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

Since I am a self made entrepreneur, a marathon runner and a cyclist, nail biting finishes have been part of life. Neither do all of them excite me nor do they make me nervous. Some of them do excite me when am able to visualize the finish in my mind which helps me mould/re-mould my strategies swiftly. But none make me nervous.

 

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

Everything I did so far in my professional life have been really very exciting, challenging and full of satisfaction. I’ve nurtured and developed various talents; launched new organizations successfully; saw to companies’ profits increase multi-fold; saw to clients businesses grow; saw to clients becoming ambassadors; my career progressed steadily… What’s most exciting about all these is the fact that I was 100% sincere to everything I did. No short-cuts ever. Something that thrilled me the most in recent times, not professional though, is when I managed to get out of a hospital bed with 2 weeks to the last year’s marathon and still ran and finished in very good timing based on my commitment to a lot of well wishers who contributed to a cause I was running for – a tribal school in Tamil Nadu, Vidya Vanam.

 

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

I won’t call it life. The meaning of life to me is Little Intriguing Facts Established. Thrill is part of establishing an intriguing fact.

 

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

While there’s a following for these two, I wouldn’t want to generalize. I know of a lot of men who get entertained by latest technology, sporting events other than cricket, social gathering, travelling, reading, training, spiritual focus et al. I watch movies and follow cricket too. But it is certainly not my only source of entertainment. I met my friend Abhishek Karnani, Director, Free Press Journal, last night at a social gathering for one of the ventures he supports. He gets a high by supporting people in need, like brining smaller ad agencies into limelight, supporting budding sporting talent from India to get to Olympics etc. I met couple of other guys from the industry who are focused on developing football talent by spending whole of their weekends helping them.

 

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

Yes. Surely it has. Opportunities that exist are customization of content to make it relevant and to appeal to different sets of audiences; wider distribution as well as promotion of the same.

 

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

I don’t think language is a barrier for action. It is an attitude. People who love action will watch it if they get to know of it and it is available for them to watch.

 

Would Hindi Action TV be viewed by lower SECs?

Again it is a myth. While such content may excite audiences initially, the stickiness will be derived from people who love the genre. If international content is dubbed in Hindi, it can dilute the impact and core audience may not be able to relate to it. If the Hindi channel can also have domestic action with high quality production values and a good distribution platform, it can win.

 

Is thrill/adventure missing in Indian ads?

Brands get positioned in the consumers mind based on its personality. Some brands with the thrill personality, do very well here. Every brand cannot run behind thrill/adventure.

 

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

Because at a subconscious level the consumers try and make a pattern of the way the story will evolve which makes the conscious mind to be engaged to actually see if it turns up so. Having said that  the involvement in a live show e.g. nail biting cricket match is far better than the pre produced content since the later has already been scripted. In the case of the former, there are no patterns. The subconscious and conscious mind comes at an equilibrium of wanting a certain result.

 

Lastly, what is your definition of thrill?

Something that can hold my attention in a captive manner with some suspense. As I said earlier, if there’s no thrill, there’s no life. So it needs to be intriguing too. I’m impatient by nature. So if the route is long and the suspense not captivating, it can divert my attention.

 

Kunal Jamuar, Executive Director – West, MPG India lends a superb definition to thrill by asserting: ‘When the moment is bigger and better than the outcome’.

In conversation with Ritu Midha of MXMIndia, Jamuar reminisces thrilling moments from his past and present and what does he do to lead an adventurous life.

 

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

Nail biting finishes are always exciting – I love to gamble and that only makes it more fun!

 

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

Quite a few in the past, cannot bring it down to one, besides the media planning job makes it so and, I’d like to believe – a lot more to come.

 

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

I’d at least try to do things that I have been passionate about – reading, teaching, literature…

 

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

Data indicates so – and I am no exception to the data!

 

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

I think there is a greater awareness and appreciation of the genre. Unfortunately, over the top buffoonery and impersonation is taken as comedy. I fear that mindless action could also reduce the appeal of the genre.

 

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

For the next decade or so – yes!

 

Would Hindi Action TV be viewed by lower SECs?

Definitely!

 

Is thrill/adventure missing in Indian ads?

No… but it is quite typecast!

 

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

Pure adrenaline pumping …

 

Lastly, what is your definition of thrill?

When the moment is bigger and better than the outcome…

 

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.

 

 

 

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.