In conversation with Jaideep Gandhi, Chairman, Goafest 2022 Organising Committee
Jaideep Gandhi, Chairman, Goafest 2022 Organising Committee talks about how this year’s event is unlike any other and the many firsts that make the festival bigger than before.
Agency Reporter- What makes Goafest a one of its kind event in the A&M industry?
Jaideep- Goafest has always been a great reminder of the humongous levels of creative talent we have in India and year on year, it becomes our endeavor to make the festival the ‘most-looked-forward-to’ gathering. The festival was incorporated with an aim to bring people together from the world of advertising, media, and marketing to discuss and exchange knowledge and insights across various subjects. Over the years, this festival, undoubtedly, has grown into becoming one of South Asia’s biggest conventions that brings some of the most brilliant and renowned creative geniuses from all walks of life together and celebrates the characteristic spirit of the adland.
AR- How is this edition of Goafest going to be different from the previous editions?
After two unfortunate years, this year, we aim to capture the true essence of organizing a festival! We are looking to keep the overall aura of the festival all about happiness, about people coming together to connect and celebrate.
This year, we have upped the ante by bringing in many firsts to make the festival bigger than before. We will introduce sessions on influencers, OTT, gaming, and also health & wellness. We have experts like Rujuta Diwekar to speak on a topic that is relevant and a need of the hour.
We are also looking at reinventing some of our existing processes, especially the digital aspect, considering the momentum the medium has gained over the last two years. In the spirit of going green and doing our bit towards it, for the first time ever, we are taking a digital approach for the presentation of the awards. We are going paperless for the very first time.
Furthermore, we are extending our coverage to a podcast. This will also be the edition where AAAI will get a new logo after many years. There have been variations to the logo in the past, however this year, basis a contest that we opened for the creative industry, it will get a whole new look.
AR- After a two-year hiatus, how has the response from the industry been like about coming back to Goafest?
After going through an unprecedented situation for the last two years, there is tremendous excitement and enthusiasm since Goafest is back on ground after two whole years. In terms of sponsorship too, we have received an overwhelming response with over 20 sponsors on board so far, who are helping us co-create the festival that brings forth the actual ethos of the festival for the entire industry.
AR- Goafest celebrates quality over quantity. Why is it important for agencies of all sizes to be part of the fest and how will it further nourish their growth in the industry?
Goafest is one of the biggest conclaves that holistically represent the evolving ecosystem of the Indian media, advertising, and marketing industry. As we put together this edition, our endeavor is to bring the best of speakers, masterclasses, and sessions to boost the next generation of advertisers and agencies. The many-firsts, this year will contribute to enriching the industry, giving agencies of all sizes an opportunity to learn and grow.
AR- According to you, what value does Goafest hold for young talent?
Goafest presents the young talent with an opportunity to learn from and interact with industry stalwarts, who have played a crucial role in paving the creative path for them, making the festival worth attending.
It is also a place where young people can engage and network cohesively with the entire media and advertising fraternity who are coming together to share their achievements and learnings.
AR- Were they any challenges that the organizing committee faced while organizing this year’s Goafest?
When we decided to bring Goafest on ground this year, we prepared ourselves to face all sorts of challenges that come our way, especially since the festival was making a comeback after two years of uncertainties.
Even when we started off our planning in the midst of 2021, we looked forward to hosting Goafest in April, like every year, but then the third wave hit and we shifted the fest from April to May, which was an added challenge.
Additionally, since Goafest has been in existence for the past 17 years, adding new experiences and giving the whole festival a new look and feel every year was the biggest challenge. However, the entire planning of the festival was fulfilling. This year, we have witnessed a record level of registrations, entries, and sponsorships for Goafest!
AR- What activities and strategies have been incorporated during the planning of Goafest 2022 to captivate the attention of agencies, publishers & marketers this year?
To make Goafest’s comeback unforgettable, we launched a video with veterans from the ad land shaking a leg to singer-rapper Badshah’s ‘Jugnu’ track. The video received tremendous appreciation and captivated the attention of several individuals across the industry.
AR- What are your expectations from Goafest 2022?
The pandemic gave rise to the virtual seminar phenomenon! Though these 2 years of the pandemic, we have merely been learning and attending webinars. It is high time that we step out of the virtual space and give our minds a break and indulge in celebrating, which is exactly what we look forward to achieving at Goafest 2022.