The Poetic Professional
Prasoon Joshi has his finger on the pulse of the nation. Having published his first book of poetry at the age of seventeen (Main aur Woh was inspired by Nietzsche’s Thus Spake Zarathustra), Joshi’s way with words stood him through varied professions — that of an internationally acclaimed advertising professional (he has won about 200 awards in advertising till date), Hindi-film lyricist as well as dialogue and script-writer. After spending a decade with Ogilvy and Mather (O&M) Joshi migrated to Mckann-Erickson where he was Regional creative Director for South and South-East Asia, and eventually Executive Chairman for McKann Worldgroup India and Regional Director for Asia pacific. The corporate epithets however, hint nothing at the soul, warmth and sparkling humour that Joshi brings to his work, whether through iconic ads like the Happydent smile which literally lights up a picture (among one of the most downloaded ads ever on You Tube), or Tehelka’s ‘Jhoot Bole Kauwa Kaate’ campaign. His lyrics for films like Rang De Basanti, Hum Tum, Taare Zameen Par and Delhi 6 differ from the usual cacophony of clichés and forced rhymes in their essential, simple beauty.
The universality of Joshi’s genius lies in the fact that he recognizes, in his own words, that human emotions are the same all over the world — it is their expression alone that is different. Joshi has also created campaigns for causes with UNICEF, Pulse Polio and HIV Breakthrough.
