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In rhythm with life


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 "Ladki 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 leaving the stamp of a rustic romantic across genres.

"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. In the comfort zone of materialism people lose out on this rhythm, I try to bring that back," 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 to be in touch with the ground realities. "A person who has experienced what it feels like when your cycle gets punctured on a hot summer afternoon can only phrases like kitna carbon chapega and who has seen the friendly banter happening between boys and girls can express his feelings in `Ladki Kyon'. Here there are on 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. 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 the positives of life giving hope to the patients 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 winning Golden Lion at the Cannes. "We also feel for the society as any responsible citizen. While shooting for Education for the disabled child campaign, Rajeev Menon and I were so moved by the disabled kid who was supposed to run for the kite that we decided to take care of his entire education."

Meanwhile, his objects of desire are again catching attention of the youth with some lively numbers in Rok Sako To Rok Lo scheduled to release this month. An eventful year one must say.

ANUJ KUMAR

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