He is a multi talented personality. He is a lyricists, dialogue and screenwriter and an ad man. In fact, he is called the “Ad Guru” and had won numerous awards for making ads. He won the filmfare best lyricist award consecutively in 2007 and 2008.
He hails from Almora in Uttranchal, India. He did his MBA, but resolved to become an Ad maker for which he turned down many lucrative offers that came by him due to his MBA qualification. He started his career with Ogilvy & Mather . If you remember, Salman Rushdie also was a copy writer for this firm before he shot into literary world.
Joshi has written lyrics of the following Bollywood films.
- Dilli 6
- Thoda Pyaar Thoda Magic
- Taare Zameen Par
- Rang De Basanti
- Rok Sako To Rok Lo (2004)
- Phir Milenge (2004)
- Hum Tum
His lyrics are very simple but very effective. He can touch your heart with simple words. For example, the following lyrics of Taare Zameen Par:
(Main Kabhi Batlata Nahin Par Andhere Se Darta Hoon Main Maa Yun To Main,Dikhlata Nahin Teri Parwaah Karta Hoon Main Maa Tujhe Sab Hain Pata, Hain Na Maa Tujhe Sab Hain Pata,,Meri Maa Bheed Mein Yun Na Chodo Mujhe Ghar Laut Ke Bhi Aa Naa Paoon Maa Bhej Na Itna Door Mujkko Tu Yaad Bhi Tujhko Aa Naa Paoon Maa Kya Itna Bura Hoon Main Maa Kya Itna Bura Meri Maa Jab Bhi Kabhi Papa Mujhe Jo Zor Se Jhoola Jhulate Hain Maa Meri Nazar Dhoondhe Tujhe Sochu Yahi Tu Aa Ke Thaamegi Maa Unse Main Yeh Kehta Nahin Par Main Seham Jaata Hoon Maa Chehre Pe Aana Deta Nahin Dil Hi Dil Mein Ghabraata Hoon Maa Tujhe Sab Hai Pata Hai Naa Maa Tujhe Sab Hai Pata Meri Maa Main Kabhi Batlata Nahin Par Andhere Se Darta Hoon Main Maa Yun To Main,Dikhlata Nahin Teri Parwaah Karta Hoon Main Maa Tujhe Sab Hain Pata, Hain Na Maa Tujhe Sab Hain Pata,,Meri Maa Very simple, yet will bring tears to your eyes. He has created numerous ads. Some of which are listed below;
- Coca Cola-`Thanda Matlab Coca-Cola’
- Asian paints
- NDTV India
- CNN-IBN-India Rising
- Pulse Polio Program
- Vacao Scooty
He is the only ad man to win the prestigious Cannes Lion Award: Cannes Lion International Advertising Festival Award for his Thanda Matlab Coca-Cola campaign