Prasoon Joshi has been a prominent figure in advertising - he has won the Cannes Golden Lions and was the first Asian to be the Chairman of the Cannes Titanium jury last year. He has previously been honoured with the Young Global Leader by the World Economic Forum. But today, he has gone well beyond being an ad guru. A successful scriptwriter and the proud recipient of two National Awards for Best Lyricist (Chittagong and Taare Zameen Par), he has been awarded the Padma Shri this year for his contribution in arts, literature and advertising. He talks about the honour bestowed upon him.

What was your first reaction after the Padma Awards announcement?
My mother was the first person I informed about it. Of all the awards, this one mattered the most to my parents. Their reaction to my awards before this was always, 'Tu khush hai na?' This time, I asked them, 'Aap khush hai na?' I'm very humbled and honoured by the Padma Shri.

How different is it compared to the National Awards you've won earlier?
National Awards are special too, you're honoured by the President of the country. The difference is that a National Award is for a specific piece of work, whereas the Padma Shri is for the entire body of work over the years - whether as a lyricist, scriptwriter, advertising professional, poet, writer on various issues or for your contribution to society. When the government honours you with this, it assures you that you're on the correct path.

You've also written four books and songs for two albums. How do you juggle films, advertising, poetry and social communication?
If you love something, you'll have the time for it. All the things I choose to do, draw me towards them. Everyone who works with me knows I burn the midnight oil. I can't sleep. Mere sapne aise hain jo meri neend uda dete hain. My social campaigns like Anti-HIV, Anti-Suicide with The Times Of India, Atithi Devo Bhava, Malnutrition, Women Empowerment, Pulse Polio and Swachha Bharat give me immense satisfaction. I'm happy that I can extend my craft in various capacities.

Having written songs and films, is direction on your mind?
I will direct when I have a subject I feel only I can do justice to. I'm currently writing a film. If I feel no one is seeing it like me, then the option would be to direct it myself. Otherwise, I'm look ing at co-producing it with someone who can relate to it.