Goafest 2025: Day 1 sets the stage to ignite minds and celebrate creativity

Goafest 2025 ignited with a convergence of ideas, energy, and innovation, bringing together leaders from media, marketing, and business to truly ‘Ignite _.’ This call to action sparked discourse and exchange, urging the industry to challenge convention, fuel imagination, and push boundaries. Against this backdrop, advertising met ambition, marketing merged with momentum, and media aligned with business — all driving forward the economy with passion and purpose.

Goafest 2025, hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), kicked off with a ceremony followed by a performance by Mika Singh. Setting the tone for the ahead, this ‘IGNITE THE JOSH’ session was presented by Amazon MX Player and powered by Mediakart. Following this, members of the organising committee lit the lamp. Prasanth Kumar, President of AAAI and CEO of South Asia at GroupM, then addressed the attendees, marking the festival’s edition. This year’s event also celebrated the year of collaboration between The ABBY Awards and One Show.

Goafest 2025 commenced with a session ‘IGNITE THE HUMAN’, presented by SET India & SAB TV, titled ‘Staying Relevant in an Age of Machines’ by Rishad Tobaccowala, Author and Senior Advisor to the Publicis Groupe. The session was moderated by Anupriya Acharya, Chief Executive Officer at Publicis Groupe, South Asia.

Rishad Tobaccowala delivered a keynote on the role of AI in business and creativity. He asserted that AI remains underhyped, with its impact yet to unfold. “AI will become like electricity—essential but not a differentiator,” he said. “The edge will come from HI—Human Ingenuity, Intuition, Inspiration, and Inventiveness.” He observed that the cost of computation, distribution, and knowledge is approaching zero, making reinvention not just important, but necessary. “In times of change, scale can become a liability,” Tobaccowala warned. “It’s time to burn the ways of thinking and upgrade your mental operating system—just like you update your phone.” Tobaccowala offered advice to agencies and marketers: “Agencies must embrace AI to rethink storytelling and business models. Marketers should stop chasing efficiency and start reimagining their business from the ground up.”

On building advantage in an environment, he said, “Stop benchmarking only within your industry—disruption almost always comes from the outside. Run today’s business, but assign your talent to build what could replace it tomorrow.” Acknowledging the toll of change, Tobaccowala noted, “Change is hard, often unpleasant—but necessary. Make it work by aligning employee incentives, offering training, and explaining how the change benefits them, not just the company.”

When asked about his advice for leaders and professionals, he responded, “Leaders must stop acting like bosses and start behaving like mentors. For the in the workforce—think long-term. It’s a career. Choose the right boss, not just the right job.” On the future of work, he remarked, “AI won’t just change how we work—it will redefine why we work. Work gives us identity, community, and growth. AI can enhance that, not replace it.”

He wrapped up with a prediction: “One of the most trends in the world today is the rising power and influence of India—across talent, technology, and media consumption. India is central to the future.”

Thereafter, the spotlight shifted to stardom and branding with Amazon MX Player Presents ‘IGNITE CONVERSATIONS’ Powered by Times Network. Indian actress Kareena Kapoor Khan took the stage for a chat, reflecting on her mindset, career longevity, and the philosophy behind her line, “Main Apni Favourite Hoon.”

In a fireside chat with Host, Performer, and Producer, Atika Farooqi on the topic, ‘Main Apni Favourite Hoon: Not Just a Line. A Mindset’, Kareena Kapoor Khan highlighted, “Self-love is not just a phrase—it’s the foundation of everything. When you love yourself, you can give love to others,” she shared, crediting the line for shaping both her career and life.

Touching on motherhood, roles, and shifting industry norms, Kareena emphasized the power of authenticity. “I’ve done some of my work after becoming a mother. That stereotype about actresses fading post-marriage is outdated,” she said. She also celebrated the cinema landscape, her family’s values, and her belief in reinvention as the essence of acting.

After a fireside chat, the session ‘IGNITE THE Z FACTOR’, a panel titled ‘Swipe Right for Relevance: Building Brands Gen Z Cares About’, featured Amarjit Singh Batra, Managing Director, Spotify India, Geetika Mehta, Managing Director, Nivea India, and Vikram Mehra, Managing Director, Saregama India. Moderated by Anuradha Sen Gupta, Journalist, and Producer, the panel was powered by Whisper World in Association with Eenadu.

The session witnessed a conversation around building brand relevance for Gen Z—arguably the most scrutinized, segmented, and digitally native generation. The session brought together three industry leaders who shared insights on what Gen Z values, how they interact with brands, and the challenges of winning their loyalty.

For Amarjit Singh Batra of Spotify India, Gen Z is not just a target audience—they’re core to the platform’s existence. “More than 50% of our audience is below 24–25 years old. Our creators are young, and so are the listeners. Gen Z is a demographic for us. We also see interest from them in our career programs—they want to work and grow with us,” said Batra. On what makes Gen Z tick, Batra emphasized their appetite for authenticity and experiences. “They are a generation that looks into brands. Once convinced, they are loyal. They value authenticity and dislike sugar-coating. They’re open to experiences and receptive to change. As employees, they have expectations—wellness and mental health are priorities for them,” he said.

Geetika Mehta of Nivea India highlighted how this generation pushes brands to evolve, demanding both substance and sensitivity. “Gen Z is not distracted—they’re discerning. Their radar for inauthenticity is sharp. For a brand like Nivea, staying relevant means constantly renovating ourselves to fit into their world,” Mehta said. She further pointed to their purchasing power and values-driven behavior. “They are informed, vocal, and willing to spend on brands that reflect their values. Sustainability, purpose, and credibility are no longer good-to-haves—they’re expected. Our challenge is unlearning what we knew and learning to speak their language,” she explained.

Vikram Mehra of Saregama India, reflected on how Gen Z’s upbringing is shifting content consumption and brand preferences. He said, “We grew up with screen time. For Gen Z, life is the screen. Almost 80% of our digital engagement now comes from them. Understanding them is critical for our survival.” Mehra made a case for letting go of thinking in favor of empowering voices. “This generation sees through gimmicks. Celebrity endorsements don’t cut it anymore—it’s the influencer with shared values who wins their attention. To stay relevant, we’ve handed control to team members. They get it. Our job is to enable, not dictate,” he said.

On asking where Gen Z lives online, the panel was unanimous: social media and mobile-first platforms. “They are everywhere—but mostly on their phones. Our insights come from social listening. What are they saying about us? What music are they sharing? What do they meme? That’s where the feedback lies,” Batra noted. Mehta added that college outreach and conversations have helped Nivea humanize its brand in Gen Z’s eyes. “We don’t just look at spreadsheets—we visit campuses, sit down with students, and talk. It’s raw, honest, and valuable,” she said.

When it comes to risk-taking, all three panelists agreed that experimentation is non-negotiable.

Prasanth Kumar, President of the Advertising Agencies Association of India (AAAI) and CEO of GroupM, South Asia, said, “Goafest is a space where boundaries dissolve, ideas spark, and the future is exposed. Ignite is more than just a word. It is a mandate. It is about sparking conversations that matter, fueling ideas that transform, and enlightening the way forward in a landscape. At Goafest 2025, we are not just here to talk about change; we’re here to create it. This year, we have curated Goafest 2025 to be more immersive, more inclusive, and more transformative than before. With 60+ speakers, 35+ sessions, 20+ masterclasses, panel discussions, we will explore every dimension of creativity and innovation, from brand building and marketing, to the potential of AI and technology.”

Echoing the spirit of Goafest 2025, Girish Prabhu, Head of Amazon Ads India, underscored the significance of innovation and reinvention in the media landscape.

The partnership between The Advertising Club and One Show elevated the ABBY Awards 2025 Powered by One Show to levels of recognition and excellence for the year. This year, 4,076 entries were submitted from 233 companies, demonstrating the enthusiasm and commitment of both participants and jury chairs towards the awards.

As the sun dipped, delegates gathered for the Sundowner which was powered by Truecaller & BIG LIVE.

After the sessions closed, Abby Awards 2025 Powered by One Show: Publisher & Media Abby was presented by Amazon MX Player, and Powered by Mediakart, and co-powered by ZEE.

The lunch on Day 1 was presented by LinkedIn, while the dinner was presented by Sakal. Following the awards was an After Hours Party with DJ SLG by JioStar.

As the lights dimmed, Day 1 of Goafest 2025 wrapped up on a high — a culmination of intellect, imagination, and industry insight.

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