Prasoon Joshi teaches Advertising via Xpert

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About Prasoon Joshi

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  • What was it about the ‘Sweet Change’ campaign that clicked with audiences?
  • How difficult or easy is it to work with political brands? Are you able to treat political parties like other clients?
  • You create ads and manage one of the leading creative agencies, you write films and songs, you head CBFC and also follow a lot of your passions. How do you manage your time?
  • What piece of advice would you give to younger people in your field?
  • People call it a tough time for advertising agencies. How big is the challenge?
  • Some people claim that creative agencies have a fixed pattern such as bringing an emotional campaign in a year and then a humorous campaign in another year and again a quirky one next year. How do you respond to that?
  • Many advertisers say that even if emotional ads offer good a consumer connect, they do not sell. Hence, they have started focusing on functional ads. What is your say on this?
  • Aren’t creative agencies pushing the envelope of creativity too hard?
  • Which is your all-time favourite ad film?
  • What is one thing that makes a creative person a creative leader?
  • Your new role requires you to review ads from markets like China, Japan, and Australia. How do you deal with the cultural nuances of countries that you don't know as well as your own?
  • Is this bias felt while dealing with clients? Do they behave differently with Indian leaders with global roles than they do with non-Indian leaders with global roles?
  • How long will it be before we see people from other countries migrating to India to take on leadership roles?
  • In large agencies, creative folk crave 'that boutique like' feel. How do you keep the creative spark alive?
  • How different is General election 2019 of India likely to be from the last one from an advertising point of view?
  • Is India the new hub for global leadership?
  • Do you think India is changing in terms of Global leadership?
  • How much of a fight was it for you to stay back in Mumbai after becoming Chairman of McCann Worldgroup, Asia Pacific?
  • What was your immediate reaction when you became Chairman of McCann Worldgroup, Asia Pacific?
  • Your new role requires you to review ads from markets like China, Japan, and Australia. You will now need to study these markets more closely, though, What is your take on this?
  • How do you manage your time between agency work, films, literature--- so many things! Is it fair to say that time management is your biggest skill?
  • The higher a creative person climbs within a network, the more managerial and less creative his/her role becomes. Is that why you have found so many other ways to quench your creative thirst outside of the agency system?
  • How did you get into advertising?
  • How has Asian advertising, and how has world advertising, changed since you started?
  • How would you describe India’s influence on Asian advertising and on world advertising?
  • How do you define an idea?
  • How do you promote an idea?
  • Where does this certain richness and madness in Indian advertising come from?
  • Looking back, you have created many, many great campaigns. Which one do you think was the most influential?
  • Would you say that some of the ads you have created in your career could be called “radical”?
  • Can you understand the surprising effect that your commercials have on people? for instance, When they first saw your commercial for Happydent White with the “human lightbulbs,” they were stunned.
  • You used Sufi music in your advertisements. The Sufis are quite radical in their approach to the spiritual. What are your views on this?
  • You are obviously a very multifaceted man: You write screenplays, you’re a songwriter and a big advertising, communication person in your country. How can you juggle all these things?
  • You’ve won countless advertising awards. What motivates your creativity now that you’ve been there and reached everything?
  • You and your friends from the Indian Art Directors Club have now established Goa Adfest. How has the idea been received and how is it coming along?
  • Could you tell us about one of the screenplays you wrote?
  • What is the difference for you between virals and commercials?
  • Where is digital advertising headed in India?
  • How did India’s advertising capital cope with 26/11 terrorist attacks?
  • You have been roped in to play an important role as the Chairman of CBFC. The post has become a punching bag for filmmakers. How do you intend to deal with the criticism?
  • Is changing behaviour of consumers responsible for reducing profits for the Advertising agencies?
  • How can an agency maintain or increase profit growth in such a cluttered environment?
  • Why do clients feel that agencies are not adapting to the change fast enough?
  • Are agencies investing in the skill sets in the area of programmatic, artificial intelligence, affiliate marketing, etc., because this is what clients need now?
  • You are one of those very few people who do not crib about clients?
  • Are you in sync with the conversation around artificial intelligence?
  • How well placed is McCann in terms of technology?
  • If McCann is well placed in terms of digital space, then why are so many digital agencies mushrooming around?
  • How do you manage time for writing?
  • Where do you stand in the effectiveness versus creativity debate in advertising? In the past few years, most agencies have been entering work in the Effies, skipping the Abbies. What is your take on this?
  • The general elections are around the corner (2019). What are you and your agency doing for the polls this year, given that you were involved with advertising for the Bharatiya Janata Party in 2014?
  • Last year you walked away with 16 metals, including a Grand Prix. This year, the tally has closed on four for you while India’s performance too saw a dip. What was different about last year? (2018)
  • Despite a drop in the tally of metals this year (2018), you are one of the leading agencies this year with four metals. What is it about McCann that gets you more accolades at Cannes than others?
  • Any other McCann campaign that was shortlisted at Cannes but did not win?
  • Any other campaign from India, not necessarily by McCann, that you particularly liked this year (2018)?
  • Do you agree with the statement made by Sir John Hegarty that only 10% of the present day ads are creative?
  • The Pandey brothers were felicitated at Cannes this year (2018), what is your favourite piece of work of theirs?

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