It is that time of the year. No, I am not referring to the end of the financial year but the GoaFest time, GoaFest 2021 time. For the last 15 years, until 2020, Goa was my annual advertising, marketing, networking pilgrimage at GoaFest. Nothing to boast about, but I have attended every GoaFest.
I have associated with GoaFest in multiple capacities; as a delegate, an sponsors, an award winner and a jury member. Oh, I have rebelled by attempting to hijacking one evening with a successful stand-alone show. Few unfinished stories started at the GoaFest and never reached a conclusion. I led cross-functional teams to publish the daily newsletter, including the first 3D issue at Goafest. Once, I objected to some swami presence as a speaker. Pushed for more respect and participation to publishers Abby.
I have been an observer who regularly provided unsolicited inputs and suggestion. Some of them found the right ears and minds to impress and were implemented with no credit. But that’s par for the industry, or I think some else too had similar brilliant thoughts at the same time.
So, it is natural that towards the end of March and the first/second weekend of April, I am full of nostalgia. My mind twitches to be at Goa and enjoy the festival of advertising excellence. Thankfully, there are no withdrawal symptoms.
GosFest 2020.
GoaFest 2020 was rightfully postponed as the whole country was reeling under the spectre of the COVID19. Later, Abby’s were also deferred. The Red-Abby, which was to have its maiden appearance, remained silent. Later the whole show was cancelled.
GoaFest 2021.
One expected GoaFest 2021 to be better. But, COVID19 is back with a vengeance. The organising bodies AAAI and ADCLUB are silent. There is no announcement I know of.
Don’t think there is any time left. In all probability, GoaFest 2021 is dead.
The question that stares you on the face is not so simple. Will GoaFest be ever revived? There is no reason to believe it is dead! But most people do not see many reasons for it to be restored.
FESTIVALS ADAPTED TO CHANGE.
I do not understand. When most of the awards have adapted to the new realities and have gone online or found other ways to celebrate, what stops from GoaFest from doing the same.
Is Goa the problem? Goa and virtual fun – does not sound right. What about the drinks. The tamasha. The knowledge sessions. The manpower poaching and interviews. Maybe, this is the right moment to get Goa out of GoaFest. Maybe, it is time to get back to celebrating the excellence in Advertising and Marketing and be location agnostic.
AT LEAST ABBY COULD HAVE CONTINUED.
The Advertising Club says on its site. ‘ Recognition of efforts is what motivates an individual. And for an industry that thrives on motivation, the Ad Club has initiated various awards to ensure that Indian ad professionals receive the recognition they deserve. The ABBY AWARD are the Oscars of Indian ad awards to honour creative excellence in advertising.
So, when Cannes changed its format and dates. It allowed a rich interaction with archives and sessions. Adfest Pattaya went online and announced the winners of the last two years. Near home, award functions continued. Virtual webinars and exhibitions thrived. Knowledge seminars buzzed with suitable content and names- what about GoaFest 2021? Kyoorius awards started the entry process and were successfully conducted last year – what stops GoaFest 2021? Meanwhile, I read about the Filmfare awards 2021, when the industry was almost shut for the last year. I wait to watch the Mirchi music awards tonight. Campaign India does tell us that the industry is divided as far as Cannes 2021 is concerned.
EXPECTATION AND EXPERIENCE.
GoaFest has evolved with time. Setting up new expectations and creating experiences to bridge the gap. So, what stops it from taking that leap of faith and get to a 2021 GoaFest version going.
Don’t the organisers have the responsibility and direct accountability to the community of agencies, clients, researchers, PR and marketers. Should the elected body at the adclub and AAAI not go the extra mile to see it happens.
2020 is understandable. But what about 2021.
Why is no one asking and raising the voice?
Or maybe GoaFest did not call for such concern!
Maybe, it is just me who is paranoid about the changes and what it could spell for Goa in GoaFest.
The industry has worked within imposing constraints. Brands and agencies innovated to find new ways to create fabulous relevant-original and impactful work.
Should these industry warriors go un-recognised?
Or do we plan to have a three-year award show in 2022- subject to fair weather conditions.
THE INDUSTRY NEEDS POSITIVITY.
The economy, business and the advertising-marketing fraternity can definitely do with some positivity and celebration. Offline or online. WFH or lazing around in Goa. Remember, consistency is always a winner. Voids and absence give rise to many uncomfortable thoughts.
Frankly, I can’t think how we will bridge the gap if GoaFest is not held this year.
blog/023/2021.
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