Goafest is an important melting pot for industry professionals: Ajay Kakar

Excitement is building as the date for India’s biggest advertising festival approaches. This year, Goafest will be held from May 29 to 31, with a major change in venue to Mumbai due to the ongoing Lok Sabhs elections. Being held in India’s financial capital, this year’s Goafest is expected to see a hike in participation by the advertising industry.

In conversation with Adgully, Ajay Kakar, Chairman of The ABBY Award Governing Council and Managing Committee member of The Advertising Club, shared some insights into the significance of the festival, the Goafest theme, the change in venue, expectations from the event, and more.

Reflecting on the theme of Goafest 2024 – ‘The Age of Adaptability – Ajay Kakar emphasized on the rapid pace of change in the world and the need for the advertising industry to stay ahead of it. He said, “The fact is that the world is changing by the second, if not faster. The consumer is also changing at a like pace. And therefore, our industry has to keep pace, if not ahead of the consumer and his world.” He lauded the theme as an excellent representation of the necessity to be adaptable to even unforeseen circumstances.

Addressing the venue change for Goafest 2024, Kakar expressed confidence in the decision to hold the event in Mumbai due to the elections. Drawing parallels to similar situations faced by events like the Indian Premier League, he stressed the importance of continuity, stating, “As they say with the movies, the show must go on. So, the show is more important than the flexibility of the venue.”

When asked about expectations from Goafest this year, Kakar highlighted the event’s role as a platform for networking, learning, and inspiration. He emphasized on Goafest’s significance as a melting pot for industry professionals to exchange ideas and recognize excellence.

On the topic of sponsor apprehensions, Kakar dismissed any concerns, affirming the industry’s continued support for Goafest. Regarding participation challenges, he noted the convenience for those in Mumbai and for others, need to travel remains the same, while asserting that the event’s purpose remains paramount regardless of location.

Regarding new agency participation at the ABBY Awards powered by the One Show this year, Kakar noted an increase in both the number of agencies participating and the return of established names. He cited the presence of major agencies like Lowe, McCann, DDB Mudra, Leo and VML, along with a growing list of newer agencies.