‘The level of excitement, involvement & thrill is better delivered in mother tongue’ – Janardhan Pandey, AVP, DDB Mudra MAX

18 Nov,2012

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.


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