‘Thrill is part of establishing an intriguing fact’ – S Yesudas, Managing Director – Indian sub-continent, Vizeum

18 Nov,2012

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.


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