Prasoon Joshi is a veteran of the Indian advertising industry and a published poet
Mumbai: Prasoon Joshi, the ad man who g ave us lines like ‘Thanda Matlab Coca-Cola’ and Dettol Ho, is the new chairperson of the Central Board of Film Certification. In addition to being the chairman of advertising agency McCann Worldgroup Asia Pacific, Joshi is also a popular Hindi film lyricist and enjoyed a successful run as a writer on box office hits like ‘Rang De Basanti’, ‘Taare Zameen Par’ and ‘Bhaag Milkha Bhaag’.
Reacting to his appointment, Joshi said: “Over the years, I have always extended my talent and experience to societal causes. Professionally, all through, McCann has been my first priority and continues to be so.”
He added: “The Certification Board is an honorary position and one hopes to make a positive difference with the guidance and support of respected minds. Great intent is the best beginning.”
A frequent collaborator with Joshi, director Rakeysh Omprakash Mehra said: “For Prasoon Joshi to accept this responsibility is not just a step but a hugeleapintherightdirectionthat will bring us at par with the world. He’s not just a profound lyricist but a thought leader.” Adman tur ned filmmaker Rensil D’Silva, who worked with Joshi on ‘Rang De Basanti’, said, “I think he will be fabulous for the Indian film industry and for censorship norms in the country. He’s a very fair, unbiased man, with a good sense of the audience. He’s the best person to head a board that has lost its direction and to bring it back on track.”
One time mentor of Joshi, Piyush Pandey, executive chairman, South Asia, Ogilvy & Mather India, told ET: “He’s a good choice. I wish him the verybesttobringinsome sense and do a meaningful job, so that the movie industry and the audience benefit.” Senthil Kumar, chief creative officer, JWT, believes it’s a strange hat for Joshi to wear,butadds,“I’msurethe industry will benefit since he’s been a great judge of work across advertising festivals. He is someone who will put the breaks only on work that’s insulting or should not be done. In all the fields he’s been in, he’s already at the top of the charts. I’m sure creative artists and filmmakers will benefit.”
Aveteranof theIndianadvertising industryandapublishedpoet,Joshi haswonmanyindustryaccoladesin India and internationally. Most recently, his agency won a Grand Prix, the highest honour at the Cannes Lions International Festival of Creativity. He was also awarded Padma Shriin2015.