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.
Prasoon Joshi from McCann, a songwriter and Indian classical music fan, found judging the inaugural Music Lions more intricate than he thought.
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.
Prasoon Joshi discusses what Asian sensibilities can teach the world about creativity