The curtains on the 2023 GoaFest were raised last evening, creating an atmosphere filled with excitement and anticipation. The celebration called for the gathering of the who’s who of the advertising and marketing community. The event revealed the theme of this year’s GoaFest as ‘The Future of Creativity.’ The fest will focus heavily on the new-age technology that the advertising and marketing world will benefit from in the time to come. Topics such as Generative AI, Open AI, AR and VR will be the highlights this year.
Mohit Joshi, CEO, Havas Media Group said, “This year’s GoaFest is going to be more meaningful, more inclusive and more enjoyable in my view. Firstly, you will get a lot of futuristic experiences. Secondly, more inclusive experiences. Thirdly, more meaningful experiences. We have got very good speakers and one will have lots of fun.”
To increase participation and engagement this year, the committee has also launched ‘Goacast’ which is GoaFest’s official podcast. The podcast will offer exclusive interviews and scoops daily from prominent personalities of the industry.
Prasanth Kumar, president, Advertising Agencies Association of India and CEO, South Asia GroupM said, “Goafest is known to unite India and South Asia’s creative economy. When we began working on curating Goafest 2023, we were certain that we wanted to present to the industry creativity in a new avatar and our theme is exactly in line with this. While we often discussed the future of creativity, this year’s edition of Goafest will be synonymous to it. With a stellar line-up of speakers, must-attend masterclasses, and celebration-worthy evenings, we look forward to meeting our industry folks at Goafest, shortly.”
Back with a bang
Furthermore, entries and participants have increased substantially this year as compared to last year. Media and creative agencies are entering with high expectations this year. Mullen LoweLintas is making a much anticipated comeback this year. Wunderman Thompson and McCann too are participating amongst other major agencies.
Last night’s event included a panel that discussed the possibilities of AI and creativity, and advancements in technology that will enable new forms of creativity. The panel included Amrita Thapar, CMO, Microsoft India, advertising expert and veteran Agnello Dias and noted journalist Anuradha SenGupta.
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With the increasing digital footprint and prominent presence of social media in today’s times, award functions and events can seem dated and old school. However, they do hold an important spot for agency folks and brands. Awards provide a sense of achievement. They deliver recognition and boost morale.
According to Srinivasan Swamy, chairman, RK Swamy Hansa, “Awards are something that people get for what they do. When someone says, ‘You have done well’, it gives you a good kick. I think it is important to celebrate the work of one another. That is what the awards are all about. Industry needs to do this and keep the quality of work up.”
Similarly, Shashi Sinha, CEO, IPG Mediabrands India added, “The awards are basically recognition where one feels happy about it. You strive to do better. That is one part. But, it is the work which goes in that is more important. Otherwise, people don’t get to see the work. In the early days of television, everyone spoke of one spot which is for a big programme like IPL. Today, you don’t know what the best work is. The work which is entered for awards is important.”
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Post-pandemic engagement
Post the pandemic, people have become used to a more convenience based lifestyle. Festivals and award shows have reduced in number post pandemic and the hype and excitement around them too seems to have dulled down a bit. So, do awards hold the same value that they did before or is it turning into a necessary formality?
Rana Barua, Group CEO, Havas Group India believes that, “Advertising awards and festivals still hold relevance in the post-pandemic world, as they continue to provide a platform for creative professionals to showcase their work and inspire others in the industry. These events also offer opportunities for networking, learning, and collaboration, which are critical for the growth and development of the advertising industry. The pandemic has also evolved and opened up new possibilities for accessibility and inclusivity, enabling more people from around the world to participate and benefit from these events.”
GoaFest 2023 promises some thrilling experiences and a positive outlook for the future. Advertising awards and festivals play a critical role in evolving and growing the advertising and marketing industry. By recognizing and celebrating outstanding creativity and innovation, these events inspire professionals to push the boundaries of what is possible and strive for excellence in their work.
“Advertising awards and festivals are a catalyst for the future of advertising by showcasing emerging trends, cutting-edge technologies, and fresh perspectives. They provide a platform for new ideas and approaches to be shared, inspiring the industry to constantly innovate and improve. By recognizing and celebrating exceptional work, these events encourage professionals to push the boundaries and pave the way for the future of advertising.” Barua added.
The GoaFest will be co-hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club.