Dheeraj Sinha on why Goafest is shifted to Mumbai

In an exclusive interview with Adgully, Dheeraj Sinha, Co-chair of the ABBY Awards powered by One Show 2024, shared insights into the decision to relocate Goafest 2024 from its traditional venue in Goa to the bustling metropolis of Mumbai. The move, driven primarily by logistical challenges posed by the upcoming elections, has turned into a strategic advantage, fostering increased participation and inclusivity within the advertising community.

Elections and Logistical Considerations

Sinha explained that the impending elections significantly influenced the decision to move Goafest to Mumbai. "The election is a big reason. As an industry body, we live in a certain ecosystem, and elections are taking up resources in terms of security, media crew, and sponsorships," he said. The team initially considered postponing the event to September, but this would have conflicted with the Cannes season, causing further disruptions. Hence, they decided to adhere to the original timeline and relocate to Mumbai.

Increased Participation and Inclusivity

The shift to Mumbai has proved beneficial, particularly for smaller agencies constrained by travel budgets. "A small agency with 20 members could not have gone to Goa due to the budget constraints for travel and stay. But in Mumbai, they can all come," Sinha noted. This move has democratized access to the festival, enabling broader participation from across the industry.

Internal Debates and Sponsorship Adjustments

The decision to move was not without internal debates. Sinha revealed, "Initially, our first choice in the conversation was to see if there was a way to do it in Goa. However, we eventually became convinced that it would be a big risk to hold it there." Concerns over safety and predictability during election day ultimately swayed the decision in favor of Mumbai.

On the topic of sponsorships, Sinha acknowledged adjustments had to be made. "If you have more sponsors, then the ticket size per sponsor comes down. But it's essentially a cost-benefit thing. If someone pays less, they get less," he explained. This pragmatic approach ensured that the festival remained financially viable while accommodating a larger number of sponsors.

A National Celebration of Advertising Excellence

Sinha highlighted the enthusiastic response from the industry, with notable participation from new agencies. "Overall, at least 19-20 new agencies are participating this year, but they are not all from Mumbai. It's a national award, truly the only national one," he emphasized. By fostering a spirit of unity and celebration, Goafest 2024 has maintained its status as a premier event, transcending geographical boundaries.