The Advertising Agencies Association of India (AAAI) has announced that Prasoon Joshi, chairperson - APAC, McCann Worldgroup, CEO and CCO, McCann India, will be the recipient of the AAAI Lifetime Achievement Award 2025.

Instituted in 1988, the AAAI Lifetime Achievement Award recognises individuals 'who have made outstanding contributions to the profession and inspired generations of practitioners through their creative excellence and leadership'.

Beyond advertising, Joshi's lyrical and screenwriting contributions to Indian cinema have won him national and international acclaim. He is amongst the youngest in the industry to have been honoured with the Padma Shri.

Srinivasan K Swamy, president, AAAI, said, “Prasoon Joshi stands tall as one of the most inspiring creative minds of our times. His ability to blend insight, emotion, and cultural context into powerful storytelling has made a difference to Indian advertising at the global stage. The AAAI is happy to honour a professional whose work has not only elevated brands but also enriched society’s creative conscience.”

Jaydeep Gandhi, chairperson, AAAI Lifetime Achievement Award Committee, added, “Prasoon Joshi’s journey is a masterclass in the power of ideas and integrity in creativity. His work reflects a rare balance of commercial success and artistic sensitivity. The committee members were unanimous in their choice to recognise Prasoon with this honour.”

The award will be formally presented at a special ceremony to be hosted by AAAI soon.

Last year's winner of the award was Vikram Sakhuja.