It is a testimony to his popularity that lyricist Prasoon Joshi had a hard time entering the rather small Samvad venue at Diggi Palace for his session Ideate: Freedom to Dream. The adoring crowds were duly rewarded with the Padma Shri-awardee reciting some of his verses and singing his popular songs. My ads come from understanding the pulse of the people,” he said while discussing his award-winning Thanda Matlab Coca-Cola campaign. Ads are hyperbolic and people understand that, he said, but there must be certain filters in place when choosing clients. Joshi, who has written the lyrics for many popular films like Taare Zameen Par, Dilli 6 and Hum Tum, advised the young to carefully pick their role models.

Source: Hindustan Times January 22, 2017 13:13 UTC