One of the original rock stars of modern advertising, Prasoon Joshi is looking forward to “make” more brands in 2008
His claim to fame spreads far and wide. And the 38 year old suave marketer, ad-man, poet and lyricist, carries it off in great style. As Executive Chairman of McCann Worldgroup India, Prasoon began 2007 with a bang, with his superhit Happydent (palace) commercial. He followed it up with campaigns for Microsoft Xbox, Parachute (Gorgeous Hamesha), Coca Cola (Little drops of Joy), among others. What he is most excited about now is Aamir Khan’s Taare Zameen Par, for which he’s penned some ‘memorable’ lyrics. We caught up with the creative genius to get his drift for 2008.
What has the year 2007 meant for you?
Quite hectic, really! It began with the Happydent television commercial and ended with Aamir Khan’s maiden directional venture, Taare Zameen Par.
The Happydent ad was quite ‘different’ for the category?
Happydent TVC – the 10th most awarded this
year globally, according to the Gunn Report – exaggerated the brand proposition, but I genuinely felt that in India, male vanity, especially when it comes to sparkling teeth, is not taken seriously. That’s when I thought, what if the world is lit only by human teeth? If they are sparkling with light, why not have them light up an entire city?
Which other brand communication excited you in 2007?
Well, there was the successful launch of Xbox. The Parachute campaign also won an award, which celebrated everyday moments of a women’s beauty and gave it solid positioning. Then of course, there was the Little Drops of Joy (Coca Cola) campaign, which was really a 360 degree effort. It went beyond advertising to touch CSR. The (Jhoot bole Kaua Kaate) Tehelka TVC also creatively marketed a strong point of view and it hit target spot on. But I can’t end 2007 without mentioning Taare Zameen Par. It’s an amazing effort by an amazing person called Aamir Khan.
What does year 2008 look like?
Pretty promising! We’ve picked up the Reliance’s corporate campaign. Microsoft should be on board, very soon Britannia is set to launch some new products, which will come to us. At the macro level, I see traditional barriers breaking and the lines between servicing and creative are blurring. More and more creative people are at the helm of affairs and lots of planning and servicing people are providing path breaking strategic insights. It takes two to really tango!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
His claim to fame spreads far and wide. And the 38 year old suave marketer, ad-man, poet and lyricist, carries it off in great style. As Executive Chairman of McCann Worldgroup India, Prasoon began 2007 with a bang, with his superhit Happydent (palace) commercial. He followed it up with campaigns for Microsoft Xbox, Parachute (Gorgeous Hamesha), Coca Cola (Little drops of Joy), among others. What he is most excited about now is Aamir Khan’s Taare Zameen Par, for which he’s penned some ‘memorable’ lyrics. We caught up with the creative genius to get his drift for 2008.
What has the year 2007 meant for you?
Quite hectic, really! It began with the Happydent television commercial and ended with Aamir Khan’s maiden directional venture, Taare Zameen Par.
The Happydent ad was quite ‘different’ for the category?
Happydent TVC – the 10th most awarded this
year globally, according to the Gunn Report – exaggerated the brand proposition, but I genuinely felt that in India, male vanity, especially when it comes to sparkling teeth, is not taken seriously. That’s when I thought, what if the world is lit only by human teeth? If they are sparkling with light, why not have them light up an entire city?Which other brand communication excited you in 2007?
Well, there was the successful launch of Xbox. The Parachute campaign also won an award, which celebrated everyday moments of a women’s beauty and gave it solid positioning. Then of course, there was the Little Drops of Joy (Coca Cola) campaign, which was really a 360 degree effort. It went beyond advertising to touch CSR. The (Jhoot bole Kaua Kaate) Tehelka TVC also creatively marketed a strong point of view and it hit target spot on. But I can’t end 2007 without mentioning Taare Zameen Par. It’s an amazing effort by an amazing person called Aamir Khan.
What does year 2008 look like?
Pretty promising! We’ve picked up the Reliance’s corporate campaign. Microsoft should be on board, very soon Britannia is set to launch some new products, which will come to us. At the macro level, I see traditional barriers breaking and the lines between servicing and creative are blurring. More and more creative people are at the helm of affairs and lots of planning and servicing people are providing path breaking strategic insights. It takes two to really tango!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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