Audience for all kinds of songs, says Prasoon

Apart from an accomplished adman, Prasoon Joshi is also well known for being a prolific writer and a poet. As a lyricist, Joshi has worked with musicians like AR Rahman, Shankar-Ehsaan-Loy and Jatin-Lalit. His works merge his love for culture and art with a keen eye on the commercial dynamic. Millennium Post caught up with Joshi. Here are excerpts:

What are your views on the kind of lyrics we get to hear in films these days?

India is a place where there is a juxtaposition of cultures. So people have a varied taste, class and culture. And the same goes with the songs of today. On one hand songs like
Kolaveri Di
are huge hits, with elders and kids seen humming to the tunes. Similarly, a song like Maa from Taare Zameen Par — which moved people to tears — also won accolades. India, being an emotional country, has the ability to pleasantly accept various kinds of songs which communicate with the audience.

Is it films or advertisements for you?

Both. I cannot live without both of these. I see films, which are full of creativity as an advertisement itself, the message in it is the product! And I am just a messenger to the society through my writings. Any film carrying a message to the society triggers me to write more.

Being an adman, what do you think of the advertising scenario in India in the recent past?

I joined the advertising industry long back when there was minimal exposure, where commercials of biscuit brands, perfumes, colas and paints were showcased more as products. But the situation has changed now with the economy openign up. Visuals have also changed. The quality of pictures has improved. Packaging of the products and the launch have become the USP of all advertisements.

What are your next projects?

I am launching my book, Sunshine Lanes, soon. It is going to be a collection of my songs and speeches. Also on the pipeline is Rakyesh Om Prakash Mehra’s Bhaag Milkha Bhaag (which stars Farhan Akhtar and is based on the life of athlete Milkha Singh)), where I have written the songs and the story of the film. There is also Prakash Jha’s Satyagrah for which  I have written the songs.
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