This era of India is exceptional: Prasoon Joshi

Prasoon Joshi, Chairman of McCann World Group Asia and CEO & CCO of McCann World Group India, addressed the winners at this year’s IMPACT Top 30 Under 30 awards. Speaking at the 11th edition of the event, Joshi, who was also the jury chair, highlighted his long-standing association with the e4m Group and expressed his enthusiasm for being part of such a vibrant celebration.

Reflecting on his personal motivations, he shared a meaningful anecdote from a conversation with filmmaker Shekhar Kapur. Joshi remarked, "We often don’t realise when we’re experiencing good times. It’s only when they’ve passed that we truly appreciate them. So, while I’m here, I want to embrace and be part of this energy."

 The Padma Shri awardee expressed his pride in the era that India is currently experiencing and called it “exceptional”. He highlighted the remarkable confidence of today’s youth but also offered them profound life lessons drawn from his ‘Anubhut’—or felt truth.

 Joshi likened himself to a wire carrying electricity, focusing on the importance of humility and collaboration. “I believe I am a wire, and I strive to be a worthy one—with the least resistance. To achieve that, one must set ego aside and surround oneself with the best people. When ego takes over, the illusion of ‘I’ arises, and that’s when you risk burning out,” he shared.

The ad man shed light on the significance of seeking, emphasising how we often perceive only what we wish to see. “Everything we seek is already within us. The world has the potential to fulfil all our desires, but it’s up to us to decide how we seek it. Seeking is crucial,” he remarked.

He then spoke about the importance of process, patience, and asking questions, especially during youth—a time often filled with uncertainty. He encouraged embracing that discomfort. “There are so many questions during this phase of life, and that’s a good thing. Confusion is a fertile space, even if it feels uncomfortable. It pushes us to think deeply and explore. Decisions bring finality, but confusion often sparks the best ideas,” he said.

Reflecting on his own journey, he shared how he came from a small town and started by working on small radio spots. He shared that no work should be judged or placed in a hierarchy because even the smallest projects can open doors to big opportunities. “Practice is key,” he added. “You need to practice consistently and be prepared, so when opportunities come, you’re ready—there won’t be time to catch up then.” He also stressed the value of patience alongside passion. While passion can drive you, he noted, it can also burn itself out if not tempered with patience.

On the subject of artificial intelligence, he admitted that AI unsettles him. “Art itself might not suffer because of AI, but the artist will. AI creates a separation between the creator and the creation,” he said. He expressed concern that the tools AI provides could diminish the satisfaction artists feel from the hands-on creative process. “We risk becoming great prompters rather than true creators,” he warned.

Lastly, he reflected on how creativity has been consumed over time. “First, there was art, which got absorbed by entertainment. Then entertainment was overtaken by distraction, and now distraction is being consumed by addiction,” he said. He left it to the audience to consider how to deal with this shift.