Latest news with #Goafest
Mint
26-05-2025
- Entertainment
- Mint
Monsoon & Musings: India's ad brains ponder Goafest's future
In the thick, humid air beneath Goa's monsoon clouds, where lanyards wilted and creative egos clashed in beachfront banter, India's advertising tribe came together once again. Marking its 20th edition and held at a brand-new venue, the country's most prominent advertising and media congregation served up its trademark cocktail of panels, parties, and the Abby Awards. But this time, the aftertaste wasn't just celebratory. Beneath the cheers and chilled beer, a sobering sentiment simmered: Is Goafest still the North Star of Indian advertising? Also Read | Patanjali pulled up by the SC: Truth matters in advertising 'We must count our blessings," said Dheeraj Sinha, group chief executive officer (CEO)—India and South Asia, FCB, and a key organizer. 'We're back in Goa, the scale is bigger, participation is much higher than in Bombay... more agencies are winning... a lot of thought has gone into the programming." Indeed, the numbers were up, a record 4,076 Abby entries were filed by 233 organizations. Attendance surpassed the previous year's Mumbai edition. There was a visibly wider spread of winners. Newer agencies and emerging voices were finding space. The intermittent rains added a romantic, reflective mood to the fest, with delegates lingering in open courtyards for deeper conversations. But not all was well in paradise. Also Read | Advertising sentiment remains subdued during festive quarter The celebrity sessions were packed, and the awards nights were electric. But the knowledge sessions, which were intended as the intellectual anchor of any serious industry event, struggled for footfall. 'You can't just inject people into rooms; you have to attract them in," Sinha conceded. 'There are questions around the show's format, the content, the awards... and our approach is to be extremely open." The call for a bigger tent Ashish Sehgal, chief growth officer—ad revenue at Zee Entertainment Enterprises, said, 'The industry has a unique opportunity to steer the coveted Goafest towards a more future-ready vision, positioning it as India's answer to Cannes. While the event continues to be a strong platform, there's room to enhance its value by going beyond sponsored narratives and include broader, skill-driven sessions centred around emerging media trends." He pointed to the absence of upskilling opportunities for young talent. 'While some star presence helps draw crowds, real value lies in offering fresh learning and meaningful engagement. Masterclasses were a welcome step, and the Abbys continue to be the prestigious and credible highlight. However, more exposure and access are needed for younger talent to learn from seasoned professionals, showcasing new-age insights blended with the power of traditional media." Also Read | Are advertising agencies dying? Long may the art of persuasion live There is also a fundamental question of access. 'Greater inclusion of mid-tier advertisers, regional agencies and emerging entrepreneurs is crucial and will only strengthen the platform. With collaboration across sectors, Goafest can continue to evolve into a true celebration of creativity, learning and innovation," he said Beyond the awards-driven psychology Shashi Sinha, executive chairman of IPG Mediabrands India, was just as direct. 'The business has moved completely, and maybe we haven't caught up. The people who run this — people like us — are still mainstream agency folks. We talk about data and tech, but we are not really integral to this event." For him, the awards have become the centrepiece rather than the outcome. 'Plan a Goafest without the awards first," he challenged. 'Build it around learning, innovation, and industry evolution. That will change the entire psychology. There's nothing wrong with the awards per se. But if you build the festival around them, that's a problem. We need a high-quality, working festival that begins with the right priorities. Think of this as a festival for the industry. What is the main agenda? That's what needs clarity." But the emotional heft of recognition cannot be dismissed. 'It still matters," said Paritosh Srivastava, CEO, Saatchi & Saatchi India, BBH India and Saatchi Propagate. 'To that kid who picks up an award? It's a moment of recognition." Still, Srivastava isn't blind to the cracks. 'This year, we let delegates vote on session topics. We're also floating the idea of collecting feedback... the intent is there." The real pivot, he argued, must be philosophical, shifting from a pure celebration to a platform that helps the industry evolve through panels that provoke and conversations that challenge. Surfing the waves of change That sentiment resonated with Shubhranshu Singh, chief marketing officer (CMO) at Tata Motors Commercial Vehicles. 'There are high waves of change: automation, AI and the decline of globalization. Brand builders need to learn surfing. Being an expert swimmer is becoming a basic requirement," he warned, adding that 'mistakes should be celebrated, too." Abraham Thomas, CEO of Reliance Broadcast Network, a Goafest regular for over a decade, concurred. 'The panels need to move beyond casual chat. It's time to infuse structure, data, diverse perspectives, and fresher voices. Let's break the old boys' club and reimagine this for the next 20 years, not the last." Even Manisha Kapoor, CEO of the Advertising Standards Council of India (ASCI), while acknowledging the value of formal sessions, emphasised the informal ones. 'Beyond the formal events, the informal conversations and reconnections are extremely valuable." That, perhaps, is Goafest's enduring paradox. Its structured sessions might falter, but its unstructured moments, the impromptu brainstorms, poolside provocations, and chance reconnections, are where its pulse lies. But as Kapoor's insight suggests, in a modern festival, even serendipity must be designed for. Charm and legacy can only take it so far. Not in an industry fuelled by disruption. Not when younger creatives are asking harder questions. Not when brands are demanding proof, not praise. Goafest 2025 had the weather, the winners, the whisky, and yes, the will to listen. What it now needs is the courage to reinvent. Because, as one executive murmured, raising a toast under the Goan drizzle, 'You can't call it the festival of creativity if the conversations have stopped being creative."
Time of India
22-05-2025
- Entertainment
- Time of India
When Gen X marketers decode Gen Z: The weird woke at Goafest 2025
HighlightsThe Advertising Club and Advertising Agencies Association of India's annual creativity carnival, Goafest, took place in Goa amidst unusual May rains, setting a unique backdrop for discussions on marketing to Generation Z. During the panel discussion titled 'Ignite the Z Factor: Swipe Right For Relevance: Building Brands Gen Z Cares About,' accomplished marketers Amarjit Singh Batra, Vikram Mehra, and Geetika Mehta emphasized the need for authenticity, sustainability, and social connectedness in branding, while also acknowledging that the best insights about Gen Z might come from the generation itself. Despite the panel's focus on Generation Z, Spotify's 2025 data revealed that the most streamed songs among Gen Z were predominantly from established artists rather than younger musicians, highlighting a paradox in the panel's discussion about the generational shift in creative decision-making. Rains in the month of May in the land of sun and sand, Goa, is rather weird. It poured throughout the day as champagne was popped and ceremonial lamps were kindled to celebrate the return of The Advertising Club and Advertising Agencies Association of India's annual creativity carnival—Goafest in Goa. Yet, the weather wasn't the only oddity on show. Amid the drizzle, three accomplished Gen X marketers took the stage to decode the ever-elusive Gen Z, only to serve up an ironic, slightly cringe submission: decoding Gen Z should probably be left to, well, Gen Z. Amarjit Singh Batra, general manager - SAMEA (South Asia, Middle East, Africa) and managing director- India, Spotify , Vikram Mehra, MD of Saregama and Geetika Mehta, MD Nivea India, headlined a panel ambitiously titled "Ignite the Z Factor: Swipe Right For Relevance - Building Brands Gen Z Cares About," moderated by seasoned journalist Anuradha Sen Gupta. But instead of providing use cases, the trio quickly pivoted to a disclaimer: the best answers might actually reside with younger folks. Yet, in classic Gen X fashion, they soldiered on with the discussion anyway. Mehta highlighted, "Authenticity, sustainability, and social connectedness are critical now because of Gen Z. Earlier, a brand could have afforded to not focus on these areas. Gone are the days when you could do boring advertisements and make great products and do great business." Ironically, boring ads are something no one would pin on Mehta, known for iconic campaigns at Hindustan Unilever and later Hershey's. So, low-key, the warning about dull ads was a bit extra. Moreover, great business meant great ad as great ad intends to rake in performance. "They are people who are invested in work-life-balance, mental health. This is a generation that embraces the gig economy. They want to experience life and try out new things. They are receptive to change. For businesses launching new brands, GenZs are likely to try out first, and if the brands can win them, they can earn their loyalty. GenZs as employees want to be vocal, they want to learn, and they want to engage with the senior management. As an extension to the gig economy, many of them are going to become entrepreneurs," replied Batra when Sen Gupta quizzed him on the traits he sees among the Gen Zs. The most telling moment arrived when Mehra earnestly suggested letting go: "Creative and marketing calls must shift to younger teams. At Saregama, we now ensure that music selection is exclusively done by employees below 30." Mehta echoed this, highlighting the younger brand managers increasingly driving key decisions. But here's where it got ironic, or perhaps just straight-up paradoxical: despite their claims, the reality check came courtesy of Spotify's own wrapped data from 2025. Four of the most streamed hits were decidedly non-Gen Z creations: "Pehle Bhi Main" from the movie Animal (composed by Vishal Mishra and Shekhar Raj), "Husn" by Anuv Jain, "Sajni" from Lapatta Ladies (composed by Ram Sampath, sung by Arijit Singh), and "Satranga" again from Animal, also by Arijit Singh. Turns out, Gen Z's playlist is vibing strongly with creations from seasoned, not Gen Z, musicians. Zoya Akhtar, Vikramaditya Motwane, Raj and DK, Reema Kagti, Kiran Rao make into the favourite filmmakers of Gen Z and yet none of them are from the younger generation that Mehra and Mehta were conceding to. Thus, the panel inadvertently proved a point Gen Z might indeed lead trends, but decoding them might not strictly require generational membership. Despite the woke proclamations and somewhat performative self-awareness, the evidence on Spotify, Netflix, Amazon Prime, Instagram Reels, suggest a more complex reality. And so, the weird woke remained, hanging awkwardly over Goafest: experienced marketers earnestly advocating to pass the baton, yet clearly still very much holding onto it.
Time of India
09-05-2025
- Business
- Time of India
Leo, Enormous, FCB, VML, McCann, Famous, Havas lead ABBY Awards 2025 shortlist
The AdClub has announced the Round 1 shortlist of creative entries in the ABBY Awards 2025 powered by One Show. Leo Burnett , Enormous Brands , FCB , VML, McCann, Famous Innovations and Havas lead the shortlisted entries. Prominent companies in the shortlist are Good Morning Films, Tribes Communications, Atom Network, Cheil, Schbang, Mudra Max, Y&H, Grey Group, Hogarth Studios, Vanilla Films, Mindshare, BBH, Tilt Brand Solutions, Bennett Coleman, RedBus, Havas Life, Maitri and Coral Media. Digital companies shortlisted include Schbang, BC Web Wise, Digitas, Interactive Avenues, Krafton, The New Thing by Talented, Rapidues Technologies, Social Panga, etc. Design firms shortlisted are Open Design, Hyphen Brands, and Tree Design. Video craft companies shortlisted include Good Morning Films, Vanilla Films, Bang Bang, Kitchen Video, and Superfly Films. Client and brand companies shortlisted are led by AIS, Jaguar, P&G Whisper, Manifest, The Times of India, Buckaroo, Axis Bank, Coca-Cola, Finolex, Reliance General Insurance, Durex, Flipkart Minutes, Lays, Navneet Education, BGMI, Ikea, Star Cement, RedBus, Samsung, Central Railway, and Dream 11. Client and brand companies also shortlisted include Kansai Nerolac Paints, 7Up, Durex India, Henlo Pet Nutrition, Oreo, Spotify, Uber, KitKat, P&G Shiksha, Swiggy, Acko, Apollo 24/7, BMC, MyMuse, Robin Hood Army, Alembic Pharmaceuticals, Rapido, Sebamed, UltraTech, Yatra, CaratLane, Cathay Pacific, Dorset, Honda Motorcycle, Navbharat Times, Neeman's, Pentonic, Pepsi, The Telegraph, and US Nomads Cafe. Publishers and broadcasters include Bennett Coleman, ABP, Jagran Prakashan, Viacom, Star India, Hindu Group, and Zee Entertainment. Content companies include Hogarth Studios, Publicis Production, and Ryde Studio. Start-up agencies making their mark are Y&H, tgthr, Brave, and Believe Trinity. Ajay Kakar, chairman, awards governing council, the Abby Awards said, 'The shortlist for the ABBY Awards 2025—across both Creative and Media categories—is now out. It's heartening to see the breadth and diversity of agencies, clients, brands, publishers, and broadcasters who have made it through the first round of rigorous jury evaluation. This wide representation is a reflection of the vibrancy and depth of talent in our industry. With the second and third rounds of judging ahead, we now look forward to seeing the best rise to the top. All roads lead to the awards nights between 21st and 23rd May.' The Round 2 and Round 3 judging is in progress and the winners will be announced at the Goafest event on three nights from May 21 to 23.
