Prasoon Joshi Honoured with AAAI Lifetime Achievement Award 2025
Indian Advertising Fraternity Celebrates a Creative Voice That Shaped Modern Brand Storytelling
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The Indian advertising industry gathered in Mumbai on December 19 to celebrate one of its most influential creative leaders, Prasoon Joshi, who was conferred the Advertising Agencies Association of India (AAAI) Lifetime Achievement Award 2025. The evening saw the presence of several leading marketers, agency heads, and industry veterans, underscoring Joshi’s lasting impact on Indian advertising and communication.Instituted in 1988, the AAAI Lifetime Achievement Award is regarded as the highest honour in Indian advertising, recognising individuals whose work has fundamentally shaped the industry’s creative, cultural, and commercial direction over decades.
Sharing moments from the ceremony on social media, Gayatri Vasudeva Yadav, Group CMO and EVP – Strategic Initiatives at Reliance Industries, described the evening as a celebration of a “one-of-a-kind talent.” She highlighted Joshi’s rare ability to blend poetry, lyrics, and advertising with deep respect for language and audiences, adding that his storytelling is neither abstract nor oversimplified. She also remarked that despite the lifetime honour, “the best is yet to come.”
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Veteran ad filmmaker Prahlad Kakar also paid tribute to Joshi, praising his deep cultural sensibility and mastery over both English and Hindi. He noted that Joshi set new benchmarks in Indian advertising through nuanced storytelling and emotionally resonant writing, helping brands such as Perfetti, Dabur, and Dettol build lasting connections with consumers. According to Kakar, Joshi’s lyrical rhythm and evocative expression capture the heartbeat of India while resonating with global audiences.The recognition celebrates not just a career of iconic campaigns, but a creative legacy that continues to inspire why many fell in love with advertising in the first place.
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