Prasoon Joshi honoured with AAAI Lifetime Achievement Award 2025

The Indian advertising fraternity came together in Mumbai on 19 December to celebrate one of its most enduring creative voices. Prasoon Joshi, the advertising leader, poet-lyricist, and communication specialist and marketer, was conferred the Advertising Agencies Association of India (AAAI) Lifetime Achievement Award for 2025. The event was attended by prominent marketing and industry leaders.

Established in 1988, the AAAI Lifetime Achievement Award is the Indian advertising industry’s highest honour, recognising individuals whose contributions have profoundly shaped the country’s advertising landscape.

Gayatri Vasudeva Yadav, Group CMO and EVP Strategic Initiatives at RIL, shared images from the event on social media, writing:

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A post shared by Gayatri Vasudeva Yadav (@gayatri.yadav19)

A beautiful evening felicitating Prasoon Joshi for the Advertising Agencies Association of India Lifetime Achievement Award. A one of a kind talent with his prodigious talent as a poet and writer…and boundary less storytelling across lyrics, poetry and advertising. His work is neither abstract nor over simplified…At the core of it there’s respect for the language and the audience. Too young for the award :) the best is yet to come!”

Veteran ad-film director Prahlad Kakar, who also attended the ceremony, lauded Joshi’s contributions:

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A post shared by Prahlad Kakar (@adman.madman)

Prasoon Joshi has had deep cultural and emotional roots and set benchmarks in Indian advertising using both the English and Hindi languages with equal flair and fluency. He received recognition by the industry and was awarded the AAAI Lifetime Achievement Award at his very young age! His nuanced storytelling, his command over languages and his evocative poetry contributed to putting several brands like Perfetti, Dabur, Dettol in the hearts and minds of people. His writing has a rhythm and goonj that appeals to people across the globe and it manages to capture the heartbeat of India.

Well done, Prasoon!

You didn’t just raise the bar, you reminded us why we fell in love with this mad business in the first place.