When Goa relaxed with Yahoo!'s flip-flops & hats¦

Branded as the "Survival of the Freshest', the top billing ad fest this year was organised by the Advertising Agencies Association of India (AAAI), and held at the picturesque Cavellosim beach. With over 2,500 registered delegates attending the event, the extravaganza turned out to be much bigger than the previous year's. Along with watersports, delegates soaked themselves to a tizzy in the rain dance zone as well as other scintillating entertainment evenings with DJ Nasha and Ma Faiza.

However, as they say, you can take an adman out of the ad, but you can't take the ads out of them, the attending Indian advertising fraternity was seen participating in some well strategised brand-ishing ploys, though in much relaxed note. Most seemed to be milling about the venue with camouflaged agendas ” either for promotional activities at the venue, or sponsoring parts of the many events, but essentially all trying to use clutter-breaking ideas and media to get recognition and space. Thus, keeping up with the venue as well as the mode, Yahoo! India managed to engage with their targets at the Cavelossim Beach with their innovating campaign: Yahoo! "Free Your Ideas' initiative.

Since advertising is one of Yahoo!'s passions, it wanted to support the fest in its own unique style and also tell the world ” the biggest ideas should live on the world's biggest stage ' the online arena. Therefore, with that aim, the initiative gave away branded beach flip-flops and sun hats ” to show the audiences that they cared. The brand tried to help the ad fraternity be comfortable and enjoy the fest in a more relaxed mode in the summer beaches amidst all the tight schedules and chalked-out priorities ” indeed a toast to the theme of this year's mega ad fest: "Survival of the Freshest'. Who else could have been more invigoratingly fresh in their thinking, but young Yahoo!

And did Yahoo!'s idea appeal¦ almost like feni and beer to the perched throat after a hard day's work!