Content overload causing indigestion

PRASOON JOSHI (53) began as a writer in his teens, did an MBA and then got into advertising. From Daag Ache hain (Surf Excel) to Thanda Matlab Coca-Cola, his work shone with an Indianness that changed the way marketers spoke to consumers. His second foray into writing, as a lyricist (Taare Zameen Par, Delhi 6, etc), dialogue writer (Rang De Basanti) and then a scriptwriter (Bhaag Milkha Bhaag) has been successful. In 2017, he became the head of the Central Board for Film Certification (CBFC). In November this year, Joshi forayed into theatre, with Rajadhiraaj: Love. Life. Leela., a musical depicting the journey of Shri Krishna. In a video interview, Vanita Kohli-Khandekar spoke to Joshi about the play and other things. Edited excerpts:

- PRASOON JOSHI (53)

How did the play come about?

The Dhanraj family (Dhanraj Nathwani, a director in Reliance New Energy, and his wife Bhoomi) are devotees. They wanted to do something that will engage people and also share the message of Krishna. I grew up in Uttarakhand where your exposure to spirituality is at a different level. I see saints, scholars, and meditators all the time. The predisposal towards spirituality was very much there.

Do you think storytellers, creators, and writers are under more pressure today because there is an oversupply of "content" and a more distracted audience?

That's a very good question. Art was consumed in a certain way. It had its own place in life. But somewhere entertainment took over art. Then entertainment had to face distraction. Algorithms are leading you into a certain, completely addictive zone. When you go out of the house, you see children in the park, you see a person driving a rickshaw, you see a bird. But when you come on the screen, the screen personalises so much for you. Now, you are only bothered about the world that excites you neurologically. That neuro-world of yours is making for a cocooned existence.