Prasoon Joshi: I want to be the worthy wire with least resistance

On the dazzling evening when IMPACT Top 30 Under 30 winners were annoucned, Jury Chair Prasoon Joshi, Chairman of McCann Worldgroup Asia and CEO & CCO of McCann Worldgroup India, passed on some Gems of wisdom to the future leaders of the creative world! The revered ad-man shared his enthusiasm on being part of such a vibrant celebration, reflecting on his long-standing association with the exchange4media Group.

Joshi opened his speech with a poignant anecdote from a conversation with filmmaker Shekhar Kapur. Joshi remarked, “We often don’t realise when we’re experiencing good times. It’s only when they’ve passed that we truly appreciate them.” Inspired by this thought, Joshi expressed his desire to embrace and fully experience the energy of the present moment, underscoring the significance of seizing the moment at-hand.

The Padma Shri awardee expressed his pride in the era that India is currently experiencing and called it “exceptional.” He highlighted the remarkable confidence of today’s youth but also offered them profound life lessons drawn from his ‘Anubhut’—or ‘felt truth’.

Joshi likened himself to a wire carrying electricity, focusing on the importance of humility and collaboration. “I have never believed that I am the electricity; I believe I am a wire, and I strive to be a worthy one—with the least resistance,” he shared. Joshi cautioned that ego often leads to the illusion of ‘I,’ which can ultimately result in burnout. “When ego takes over, you risk losing everything,” he explained.

One of the core themes of Joshi’s address was the significance of seeking. “What we seek is already within us. The world has the potential to fulfill all our desires, but how we seek it is up to us,” he stated. He emphasised that clarity often comes from discomfort and confusion. “Confusion is a fertile space for creativity. It might feel uncomfortable, but it pushes us to think deeply, explore, and innovate.”

Joshi encouraged the young professionals in the room to embrace the uncertainty of youth. “It’s okay to have questions during this phase of life. Confusion sparks the best ideas, while decisions bring finality,” he said, adding that decisions should not be rushed.

Reflecting on his own journey, he shared how he came from a small town and started by working on small radio spots. He shared that no work should be judged or placed in a hierarchy because even the smallest projects can open doors to big opportunities. “You must stay consistent and be prepared, because when opportunities come, you won’t have time to catch up,” he advised. He also stressed upon the value of patience alongside passion. While passion can drive you, he noted, it can also burn itself out if not tempered with patience.

On the subject of artificial intelligence, he admitted that AI unsettles him. “Art itself might not suffer because of AI, but the artist will. AI creates a separation between the creator and the creation,” he said. He expressed concern that the tools AI provides could diminish the satisfaction artists feel from the hands-on creative process. “We risk becoming great prompters rather than true creators,” he warned.

Finally, Joshi went on to talk about the evolving nature of creativity. “First, art was consumed by entertainment. Then, entertainment was overtaken by distraction. Now, distraction is being consumed by addiction,” he said, urging the audience to reflect on how this shift affects the future of creativity.