‘Anything that gives me a rush is thrilling’ – Vinish Mathews, Partner – Client Leadership, Mindshare

18 Nov,2012

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.


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