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I try to drive myself towards excellence: Prasoon Joshi

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I try to drive myself towards excellence: Prasoon Joshi

2013 has brought in good tidings and plenty of action with opening of new arenas for McCann Worldgroup India and its Executive Chairman and CEO Prasoon Joshi.

Joshi has just won his second National Award for the film ‘Chittagong’, based on the Chittagong uprising of 1930, for his lyrics in the song ‘Bolo na’. The much-acclaimed song ‘Maa’ from ‘Taare Zameen Par’ won Joshi his first National Award in 2009.

“The biggest surprise for me was this National Award. I consider myself lucky to be in the advertising and communication business at a time when advertising and entertainment are merging. I never differentiate when I am doing an advertisement, a story, screenplay, or a song. For me, I try to drive myself towards excellence, it doesn’t mean ‘Happy Dent’ will satisfy me less and ‘Tare Zameen Par’ will satisfy me more. I am always trying to do things better. I am essentially a communicator, I don’t distinguish. I feel opportunities come in disguise; tomorrow it could be an advertisement that becomes a phenomenon or a song,” said Joshi.

Joshi is also the first Indian to edit the Gunn Report, a global index of creative excellence in advertising. “The media landscape is changing very fast and we are becoming a world of complex media landscape. How you use your skills to touch different touch-points in a consumer’s life is a skill that needs to be honed. Your idea has to have that fluidity, so that it flow in any form as well an ability to be infectious. Media is becoming more complex and the importance of a fluid idea is now much more than ever,” observed Joshi, speaking about some of the learnings from editing the Gunn Report 2012.

The agency also did well at AdFest 2013, coming second in the Indian tally with 1 Lotus Root, 4 Silver metals, and 1 Bronze metal.

“Lotus Roots is a very important award, recognising the local touch and culture embodied in the campaign. I don’t believe in the number game; good work should be celebrated – that is the aim of any award show," said Joshi.

The agency has also had a strong focus on the sports arena this year – be it bagging the Mumbai Indians account, Hockey India League with Star Sports, the India- Australia series, or taking cricket commentary to the masses with the campaign ‘Jo Baat Hindi Mein’. The agency aims to expand this focus in 2013.

Going forward, Joshi would like to diversify the agency’s business with an emphasis on events and retail, as well strengthen the agency’s digital expertise.

He is also enjoying the success of his book ‘Sunshine Lanes’, wherein he has written about the thought process that goes behind writing lyrics of songs. The book was launched earlier this year at the Jaipur Literature Festival.

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