Print is the genesis of all forms of (creative) writing: Prasoon Joshi
Veteran ad man Prasoon Joshi was honoured with the Legend of the Year felicitation at exchange4media's INK Awards 2016. We caught up with him to get his thoughts on the significance of print advertising.
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.
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