Shripad Kulkarni, CEO, Allied Media Network, believes that as far as thrill quotient goes, ‘India is now a continuum with cricket and films at the mid end of the ‘spindle’ and car racing, western music, ‘niche’ sports and gaming at the top.

He discusses his point of view on thrill with Ritu Midha of MxM India.

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

In business, nail-biting finishes are very much part of the job! But, in some way, it is reflective of the unplanned nature of the Indian way of doing business. We can’t make nail-biting finishes a norm. The earlier we change, the earlier we will get counted on the world map in business! Entertainment is a different ball game.

What has been the most exciting moment of your professional life so far? By far the most exciting period was when I joined Carat from my cushy training and consultancy venture. From day one, I had clients wanting to sack the agency! It was very tough and challenging, and I had to multitask like mad to do firefighting!

What would life be for you if there was no thrill in it?
No thrill, No fun, No gain!

Moving to people in general, do Indian men look for entertainment only in movies and cricket?
India is now a continuum with cricket and films at the mid end of the ‘spindle’ and car racing, western music, ‘niche’ sports and gaming at the top.

Do you believe that a much larger base would view action TV, if it is in Hindi?
Most certainly so – as then more people will understand the context!

Would Hindi action TV be viewed by lower SECs?
Yes, by the younger ones I think.

Is thrill/adventure missing in Indian ads?
It is having a right balance I think. Youth centric ads and new age products are doing a lot of it. As digital media grows in reach and importance, we will see a rise in this as TV is still a family viewing aperture and risqué behaviour could turn out to be risky for many brands.

Why do you think people are more involved when they are watching a serial/movie with element of thrill?
It is a natural thing to crave for, in, shall I say ‘starved’ developing society.

Lastly, what is your definition of thrill?
My definition of thrill (in business) is going beyond normal achievement and aiming for the sky. Adventure sports is one such thrill in life.