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In rhythm with life

Wordsmith Prasoon Joshi is more of a poet than an ad man

THEY ARE his better half, they are his playmates and sometimes they seem to be his objects of desire. Put simply, Prasoon Joshi has a way with words. Be it "adki Na Jaane Kyon Ladkon Si Nahin Hoti or Abke Sawan or, for that matter, Thanda Matlab Coca Cola, Prasoon has passionately played with his muses.

"I am essentially a poet who loves to write about the poetry of life. I believe there is a rhythm in life, which needs to be captured," says Prasoon who has written songs in Hum Tum, one of the major hits of the year.

Prasoon holds his humble beginning from a small town like Ghaziabad as responsible for his touch with ground realities. "A person who has experienced what it feels like when your cycle gets punctured on a hot summer afternoon only can coin phrases like kitna carbon chapega. Here there are no big words but the verse is not cheap either."

This doesn't mean that Prasoon, who has already penned three books on poetry, can't delve into loaded lyrics. The recent rage Jeene Ke Ishare Mil Gaye in Phir Milenge is an outstanding example. "Jeene Ke is the song of life. You have to be extra sensitive writing about AIDS patients. So the song celebrates life's positives with words like dard ko sharmane de."

One who stands for responsible advertising, Prasoon, currently Regional Creative Director, South, South-East Asia at McCann Erickson is as famous for his campaigns for Polio vaccine and VDIS as he is for Coke and Chloromint or for winning the Golden Lion at the Cannes. "While shooting for education for the disabled child campaign, Rajeev Menon and I were so moved that we decided to take care of a child's entire education." Meanwhile, his objects of desire are again catching the attention of youth with some lively numbers in Rok Sako To Rok Lo.

ANUJ KUMAR

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