‘Action doesn’t have a language’ – Mandeep Malhotra, DDB Mudra Max

18 Nov,2012

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.’


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