‘Vicarious engagement is the hook’ – Divya Gupta, Chief Executive Officer, Dentsu Media India

04 Nov,2012

Divya Gupta, Chief Executive Officer, Dentsu Media India coolly states, ‘Life would be dull, boring and staid if there was no thrill in it’. Divya Gupta gets talking on the thrill elements in her life and more, in a short conversation with Ritu Midha of MXM India.


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

Of course they are exciting.


As a professional what has been the most exciting moment of your professional life so far?

When I know we have done right, well by the brand & client, from the smallest to the larger long lasting contribution.


What would the life be for you if there was no thrill in it?

Dull, boring… staid.


Moving to people in general, do Indian men look for entertainment only in movies and cricket?

No. Movies & cricket do have mass appeal. But this is not to the exclusion of other genres. Each genre has its own following, in specific segments.


Would you say action TV genre has come of age in India? What is missing?

Action TV, well produced, is engaging. While it has vastly improved, there is still much more to be done in India. Tighter scripts and better production would sure help.


Do you believe that a much larger base would view action TV, if it is in Hindi?

Language is a discriminator in getting the large viewer base, so yes, it will shore up the numbers. Having said that, action speaks more than words.


Would Hindi action TV be viewed by lower SECs?

Of course! Take a look at most of our Hindi movies…


Is thrill/adventure missing in Indian ads?

Not much different from other geographies… though the 30 second format does limit the scope of inciting thrill.


Why do you think people are more involved when they are watching a serial/movie with element of thrill?

Vicarious engagement is the hook.


Lastly, what is your definition of thrill?

You are taking up too much of space, if you are not living on the edge!


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