This year, my second favourite festival of advertising and marketing after Adfest Pattaya– our very own – GoaFest, relocates to the picturesque hillock by Powai Lake in Mumbai. Despite the change of scenery, the essence of GoaFest remains intact. Scheduled at the height of summer during the sweltering ‘Nau tapa,’ it promises the same exclusivity as the Grand Hyatt Goa. Fear not; the impeccable management team ensures continuity in excellence and execution.
GOAFEST HAS ADAPTED TO NEW NEEDS.
GoaFest has significantly evolved over the years, shedding its initial entertainment-heavy façade for a more serious, business-focused atmosphere. The transformation reflects the industry’s current realities, with a noticeable reduction in entertainment elements. Pre-session entertainment is now limited and doesn’t set the mood for the serious awards or the informative afternoon sessions. However, the night-after parties still provide ample opportunity for networking and letting loose, albeit within friendly organisational circles. I miss the more relaxed vibe of earlier editions.
Kudos to the organisers for enhancing the knowledge sessions. The event now features book talks, interviews, and innovative discussions. However, clearly catering to audience preferences, a marked enhanced emphasis on celebrity guest speakers. This raises a pertinent question: Should association-led, fee-based events prioritise audience desires over their foundational goals? Striking a balanced approach seems to be an elusive target for GoaFest.
GOAFEST GEOGRAPHICAL ANCHORAGE BROKEN
The relocation of GoaFest from Goa’s beaches prompts a re-evaluation of its geographical anchorage. Opinions are divided: some advocate for Mumbai due to its status as an industry hub, while others suggest rotating the location annually. This year’s participation will offer crucial insights into this ongoing debate.
Timing is another crucial aspect under scrutiny. Given the industry’s low activity in April and May, these months appear ideal for higher attendance. Yet, climate conditions, the IPL season, and elections every 5th year suggest a shift to a post-monsoon, pre-festival window or a February prelude, positioning it as the first significant advertising festival of the year.
THREE CHALLENGES CONTINUE.
GoaFest is still to address three persistent challenges, even though there is no lack of effort. But, somehow, the results are missing.
First, client-side participation remains low. Second, the ever-expanding list of awards diminishes their value. Third, international participation in both awards and attendance is lacking. While there are no easy solutions, enhancing client involvement could significantly elevate the festival’s prestige and indirectly also address the lethargic response.
A final, somewhat controversial point: Are we burdened with too many awards functions? The coexistence of Kyoorius and GoaFest within a tight timeframe begs the question. Despite their distinct identities—one is association-led, and the other a bit privately promoted—both events draw industry attention. However, financial constraints and the rise of digital participation threaten their sustainability. This duality fosters polarisation and factionalism within the industry, necessitating a thoughtful resolution.
NET NET
While GoaFest continues to adapt and thrive, it must address these critical issues to retain its relevance and prestige in the dynamic advertising landscape.
BLOG/034/2024 To connect, send an email, join on Twitter S_kotnala or subscribe to the weekly update.
