Pra­soon Joshi is a vet­eran of the In­dian ad­ver­tis­ing in­dus­try and a pub­lished poet

The Economic Times - - Pure Politics - Ravi.Balakrishnan @times­group.com

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.

ARINDAM

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