Top Story

e4m_logo.png

Home >> Media – Print >> Article

Print is the genesis of all forms of (creative) writing: Prasoon Joshi

15-September-2016
Font Size   16
Share
Print is the genesis of all forms of (creative) writing: Prasoon Joshi

exchange4media celebrated the best work done in newspaper advertising over the course of last year at the annual Dainik Bhaskar INK awards held last night in Mumbai.

The Dainik Bhaskar INK awards honoured two luminaries of the print advertising community with the INK Legend of The Year felicitation. This year’s winners were Prasoon Joshi, Chairman of McCann Worldgroup Asia Pacific and Shashi Sinha, CEO of IPG Mediabrands India.

While accepting the award on stage, Joshi alluded to the name of the awards while speaking about the significance of print advertising, "I really believe in 'ink' and the power of 'ink' and I do not see any reason for 'ink' to get insecure or worry about the future. It is not just about whether ink will live as paper or not, it is about the flow of thoughts to paper and this could be electronic paper. The soul of print will always survive in some form or the other. Its form might change, the experience might change but it will dominate our thoughts forever."

Comparing print to television, he said that print does not turn anyone into a "couch potato". Rather, it invites people along on a journey of imagination.

Speaking to exchange4media after the event, he said, "I am really grateful that I have been given this award, especially because it is about print advertising. It is very important because no matter what kind of writing we appreciate, it all comes from print. The genesis of all forms of writing can be found in print. I am not concerned much about print's future because I believe that it might change form and shape, the way we consume it might become very different, but the spirit of print will never die."

When asked about his advice to young professionals getting into advertising especially when it comes to print advertising, he compared it to classical music, calling it the basic education required by any individual who wanted to make a career in advertising.

"No matter what form of advertising communication you practice, print is like a foundation. From classical print advertising you can learn the craft of writing and I think it is a must for youngsters to study the art and learn from it," he further added.

Joshi also urged the advertising community not to be in a hurry to write off print advertising. He pointed out that even newer forms of advertising like digital trace their origins to print. 

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India