Cannes 2016: Music reduced to jingles, but songs can build brands
Prasoon Joshi from McCann, a songwriter and Indian classical music fan, found judging the inaugural Music Lions more intricate than he thought.
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Cannes predictions: Prasoon Joshi
In the first of a series of predictions by leading regional creatives, Prasoon Joshi, president for South Asia at McCann Worldgroup, reads the tea leaves ahead of the festival.
The Lessons From Asia
Prasoon Joshi discusses what Asian sensibilities can teach the world about creativity
If brands speak to everyone individually, do they risk meaning nothing together, asks Prasoon Joshi
There was a time when a Diwali ad gathered a nation into one feeling, one story, one memory. Today, those moments are fractured into personalised prompts. In chasing efficiency, Joshi writes, brands might lose the connections that once made them matter.