Spikes Asia 2018: 'We are losing the platform to create waves because consumers are creating them”: Prasoon Joshi

As jury president of the film, print and publishing categories, Prasoon Joshi, CEO and CCO, McCann Worldgroup India and chairman McCann Asia Pacific, delivered the president’s address on the final day of Spikes Asia 2018.

 

He began by stating that the trends he spotted while judging the entries from Asia were not too dissimilar from what was happening globally. He believed this was down to technology being available across the world. “Whether it’s for education, journalism, or our industry, it’s empowering people,” said Joshi.

 

Human good

 

One of the discussions during the jury meet was about whether there was ‘too much of human good’. A jury member (Raj Kamble) questioned whether this human good was replacing ‘selling of products.

 

Joshi explained the need of brands looking at human good. He said, “We are living in informed times. Earlier, no one cared where a product came from. Now, they’re looking for the origin brand and consumers do have curiosity beyond the functionality of the product. And today that curiosity can be addressed. Brands have to adhere to international standards. Obsolete products can’t be launched. And human good is being manifested because of this.”

 

He added, “You’re seeing the younger generations not wanting to do regular jobs. They want to do something ‘different’. The earlier generations were deprived. They needed their needs to be satisfied and were being selfish for that reason. This generation has the basics, and that’s the reason they’re looking to do something ‘different’. These people are questioning things we had otherwise taken for granted and hence we are seeing innovations come up.”

 

He then showcased two pieces that he believed were really innovative during his judging process at this year’s festival.

 

<iframe width="560" height="315" src="https://www.youtube.com/embed/Dcg0rKG5WlU" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe>

 

<iframe src="https://player.vimeo.com/video/240615354?title=0&byline=0&portrait=0" width="640" height="360" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>

 

<p><a href="https://vimeo.com/240615354">Virtual Equality</a> from <a href="https://vimeo.com/lusciousinternational">Luscious International</a> on <a href="https://vimeo.com">Vimeo</a>.</p>  

 

On the two pieces of work, he said, “So, you can see technology has a human part. I can see creative people working with technology specialists.”

 

Will AI replace humans

 

Joshi then touched upon the much spoken about ‘AI replacing humans’ topic.

 

“I don’t think AI will talk to AI in the future and take our jobs. I feel that’s a far-fetched notion. I do think AI will help with data. Recently, a script generated by AI was created. I’m a script writer too. I think AI can use scripts as references, but what they miss is the first hand human experience. And that is imperative when it comes to scripts. So, there will always be that one-degree of separation. We don’t need to fear AI and that we’ll become slaves.”

 

From AI he moved to other topics of platforms being available which leads to some viral content from users rather than brands.

 

He explained, “Now technology has allowed us to broadcast whenever. We are losing the platform to create waves because consumers are interested in creating them.”

 

He followed that with two examples from India.

 

“This dancing uncle is a phenomenon in India. Consumers love him. Brands want to cast him. The selfie video hurts to be watched as a musician. But, consumers love this too.”