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While most of the advertising agencies today want to steer clear of any debate surrounding Goafest, it so happens that others have strong opinions on the fest. Whether Goafest holds relevance in 2024 or not, despite the participation of over "250 agencies", is a question that remains.

Many of the observers have questioned the relevance based on the quality of work being entered (read: scam ads) in the ABBY Awards and whether the work has solved any real-world problems for its clients. Questions are being raised: How a generation that is high on equality, inclusion, and social responsibility — millennials and GenZ — views an award show run by the "same old, male-dominated guard"? Why are real issues that are eroding the industry not addressed and tackled seriously? 

One agency owner who attended the fest this year said, "Everyone is busy future-gazing, but no one will be held accountable for their predictions even a year from now. Instead, the creative industry needs to raise real issues and real threats to its existence." 

He added, "The media agencies have somehow managed to take care of themselves with strong leaders at the industry's helm. They've managed to make it a point to safeguard the present and the future. The same can't be said for the creative agencies. For instance, undercutting is far more rampant today, with big networks even undercutting independent agencies and slashing their fees to a point where the whole business becomes unviable. Clients, especially the younger ones, are also to blame - glut of pitches, no remuneration, lack of respect for the craft, short-term vanity goals to build personal CMO brands leading to more scam work for major brands... So many issues that could be raised at Goafest and other top forums." 

The founder said, "Goafest is out of touch from reality." 

Consider this: This year's Goafest took place in Mumbai from May 29-31, close to the location where an illegal ad hoarding collapsed killing 17 people, and the festival barely grazed the issues that led to the tragedy, said adlanders Storyboard18 spoke to, stating that the advertising industry leaders should have led the charge on action-oriented conversations. Maybe this is somewhat of a reflection of the industry that has become inward-looking and refusing to change at the speed needed, said two network agency executives, wishing not to be named in this piece. 

Echoing their sentiment, Naresh Gupta, co-founder Bang In The Middle, highlighted when India was fighting Kargil war, it was the young creative people who created the campaign that made the whole country donate whatever they could to the war effort. 

“Maybe we need them back in the industry," Gupta said. 

Gupta went on to consider the commercial aspect of the fest as well. "At one level we must remember that any award show of any kind is an expense and the commercial aspect of decision-making cannot be overlooked. In the initial years of Goafest, the whole mela was geared towards the younger talent, and many agencies only partially funded the delegates' travel and stay. The festival from there has evolved and, to a large extent, has also become a showcase of the power equation.”

Goafest passes, it seems, are considered expensive by senior industry professionals as well. One ad executive and attendee at this year's Goafest that is being held in Powai, Mumbai, said he paid Rs 25,000 for a pass and that it was "expensive". We asked another attendee, a young creative director with a mainline agency, if she is getting her money's worth in terms of the learning modules and workshops. "Not really," she answered. Another lamented the pass prices, stating that barring a few conversations there was nothing to write home about. But, he added, at least there is beer. 

Goafest 2024 had to be held in Mumbai this year due to the General Elections. Initially, the organizers, Advertising Agencies Association of India (AAAI) and The Advertising Club, even considered making it a two-day fest.  

The festival and award shows organizers have been attempting to revive Goafest's former glory, over the past two years. It’s good that the who's who of the industry are there and they are running the show, it is a clear signal of where they want to take the industry. This is reflected in the panels and discussions they are mounting, the subjects are future-oriented, but they are still incremental and not radical, Gupta noted.

Adlanders highlighted the fact that the entire landscape of communication and consumer engagement has transformed. The way consumers interact with brands, make purchase decisions, create mental shortcuts for themselves has all changed. The festival is still not waking up to that, they say. Also, the agencies are now mere suppliers, and are never hired as partners that can help the brands grow. This is again a subject that is not addressed and an action plan is not proposed. 

There is one thing though that Gupta applauded which is this year they have got in a lot more younger professionals in the jury pool than before: “I would think that by being relevant to the new emerging audiences, we would be future-oriented.”

In fact, Raj Kamble, Founder and CCO, Famous Innovations, noted that over the years the fest has become a media fest from what used to be an ad fest because of a huge number of people running it. “Since it is a festival that sells creativity, more creative people should participate. Additionally, old people should move and new people should be on the board. The old people don't want to leave and they're not letting other people come.”

“Nothing is wrong with the award shows, the way we are doing it is wrong,” he added.

As per an industry source, the Goafest committee has 25 young agency heads this year.

Agreeing that the fest definitely needs to be reinvented to connect with the youth, Gaurav Arora, Co-Founder of Social Panga, said, “They should talk to new agencies and take constructive feedback, especially from first-time entrants. Goafest can remain a vibrant and dynamic event for the present and upcoming generation of creative workers by adapting to the times and welcoming new ideas. Creating fresh and creative award categories can draw in new talent and highlight developing trends in the field. Furthermore, initiating novel projects, and strategically modifying the event's structure can increase its allure and significance.”

<strong>Lost its sheen- ‘not yet’</strong>

Although there's a mushrooming of advertising shows and it has become "a money making business" across the world, Kamble noted that Goafest is run by a committee with no personal or money-making agenda.

"I don't think Goafest is losing its sheen. Except for a few agencies, perhaps 95% of agencies have participated this year. It is truly an Indian advertising award show. Nobody working in the Ad club charges a single penny and they all work for the entire festival maintaining 5K-10K people for free. So when you do something like this there's no personal agenda or no money-making business," he noted.

Additionally, "Goafest has been a staple of Indian advertising since its first edition in 2006 - long before a lot of us began our careers So, saying that Goafest has lost its relevance is a bitter take,” said Jackie J. Thakkar, a Creative Director. Though he agreed that they perhaps just need to cater to the younger Millennials and Gen-Z cohort more. This could be done by onboarding panellists that are relevant to the youth today.

Goafest still continues to remain one of the biggest in the creative sector, acts as a great networking platform and also to rebuild connections with industry colleagues, said experts. So, naturally, agencies do care about The Abbys, or else there would not be 3,506 entries submitted this year.

“Since there are a lot of new events coming and the young and new talent look up to different awards, The Abby’s still holds quite true and valid,” noted Arora.

While it may seem like younger creatives are losing interest, according to Ryan Parker, Creative Director, Infectious Advertising, what’s really happening is their interests lie elsewhere. Winning awards has a very different meaning today, and awards like The Abbys still stand as great motivation to push the envelope.

“Goafest will continue to be relevant as long as it’s celebrated,” Parker said.  

“They say the new guard does not want to take charge of these events. The only question I can ask is are you really willing to let them take charge of it, or do you just want them to join the event workforce? They want control, they want to feel like they’re making a difference. And, if they don’t feel it, they won’t bother, because why should they?”

“A new-age version of Goafest would be a sight to behold,” he concluded.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/goafest-2024-and-abby-awards-to-take-place-from-29th-to-31st-may-2024-in-mumbai-29509.htm">Goafest 2024 and ABBY Awards to take place from 29th to 31st May, 2024 in Mumbai</a> 

Adlanders say Goafest needs radical reinvention; Must address real issues eroding the industry

Goafest, South Asia's largest advertising and media festival enters into a strategic partnership with D&AD, the global arbiter of design and advertising excellence, to curate skill development masterclasses at the festival’s 17th edition, in Mumbai. 


With a focus on skill development, creative excellence, and industry knowledge enhancement, the inclusion of three Masterclasses by D&AD at Goafest 2024 is set to elevate the festival to unprecedented heights, bringing the two titans of the creative world on a single stage. 


The three skill development Masterclasses curated for Goafest 2024 will offer attendees an opportunity to delve into the realm of creativity, inspiration, and strategic insight. It is crafted around the central theme of 'The Age of Adaptability'.


The first Masterclass, ‘Trend Immersion Workshop’ will help attendees identify emerging trends and differentiate them from fads. A creative boost, it will inspire fresh thinking and encourage the application of past learnings. The workshop will drive innovation, ideation and fresh thinking. Titled ‘Unlock Award Winning Ideas’, the second workshop unpacks insights on the making of inspiring and impactful award-winning work and campaigns including wins from D&AD Pencil. 


The third Masterclass, ‘Unpacking Brand Iconicity’ is an interactive session that explores ways brands are using the iconic elements of their identity and provides tips for getting to the heart of a brand. The workshop will explore recent trends in brand identity, understand the making of ownable iconicity and develop an identity into a brand story. Each Masterclass is carefully curated and aims to educate through real-world insights. 


Speaking on the collaboration, Jaideep Gandhi, chairperson of Goafest 2024 said "At Goafest, our vision has always been to push boundaries and redefine the standards of creativity. This partnership with D&AD is a testament to our dedication to providing unparalleled learning opportunities and empowering attendees with skills and ideas that will shape the future of the creative industry."


"We are thrilled to bring our D&AD Masterclasses to Goafest 2024 to celebrate and advance creative excellence. We have shared goals to foster diverse talent, drive innovation, and propel the creative industry forward to shape the future leaders of our industry." said Jo Jackson, CEO of D&AD.


Goafest 2024, in collaboration with D&AD Masterclasses, invites industry leaders, professionals, and enthusiasts alike to celebrate creativity, innovation, and excellence.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/goafest-2024-and-abby-awards-to-take-place-from-29th-to-31st-may-2024-in-mumbai-29509.htm">Goafest 2024 and ABBY Awards to take place from 29th to 31st May, 2024 in Mumbai</a> 

Goafest 2024 emphasizes on skill development; announces maiden partnership with D&AD’s Masterclasses

Gearing up to present 3 days of learnings, discussions, and deliberations while celebrating creative excellence, Goafest 2024 presents a stellar line-up of speakers for its 17th edition. With sessions that discuss various facets of the festival's theme ‘The Age of Adaptability'.


The festival will host over 50 speakers and entertainers, across 20+ sessions in addition to 15+ masterclasses.

 
Tata Play’s Managing Director and CEO, Harit Nagpal and Sanjiv Mehta, Executive Chairman, L Catterton India are among the select few who will address attendees through keynotes.  

 
Additionally, Tarun Puri, Senior Operating Partner, Lighthouse Funds, Asha Kharga, Chief Customer & Brand Officer, Mahindra Group, Raymond Lifestyle’s Sunil Kataria, Maruti Suzuki’s Shashank Srivastava, Nestle’s Chandan Mukherjee, Tata Motors’ Shubhranshu Singh, The Good Glamm Group’s Sukhleen Aneja, Honasa’s Zairus Master, Darshana Shah from Aditya Birla Capital, among others will engage in conversations and discussions. Other prominent speakers include Dr. Marcus Ranney, Manoj Bajpayee, Sourav Ganguly, Zeenat Aman, Vikrant Massey, Medha Shankar, Neha Dhupia, Tahira Kashyap and Neelesh Misra.


In addition to Goafest sessions, Goafest 2024 will host the second edition of its talent showcase, ‘Advertising Rocks’. 

 
On unveiling the stellar line-up of speakers and sessions, Rohit Ohri, FCB global partner and chairman of the content Committee, Goafest 2024 said, “Goafest 2024 is set to ignite minds, spark creativity, and explore new frontiers in the ever-evolving landscape of advertising and marketing. We are excited to offer a diverse array of speakers and sessions that celebrate creative excellence and emphasize the crucial role of adaptability in thriving within our industry. With warm hearts and joyful smiles, we eagerly anticipate welcoming all delegates and together redefining the future of our business.”


Anupriya Acharya, chief executive officer, South Asia, Publicis Groupe, and Immediate Past President of The Advertising Agencies Association of India further added, “This year at Goafest, we are embarking on a transformative journey with the theme ‘The Age of Adaptability’. Our carefully curated speaker line-up reflects this ethos, showcasing how our industry must pivot and innovate in response to shifting landscapes. From insightful sessions to vibrant celebrations, Goafest 2024 will promise an enriching experience for all. With this, we are eagerly looking forward to welcoming our delegates, confident that together, we will navigate the ever-evolving currents of our industry with agility and ingenuity.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/goafest-2024-to-happen-in-mumbai-due-to-lok-sabha-polls-ad-fest-to-take-place-on-30-31-may-28975.htm">Goafest 2024 to happen in Mumbai due to Lok Sabha polls; Ad fest to take place on 30-31 May</a> 

Goafest 2024 unveils line-up of speakers and sessions

Day three at the Goafest included a very interesting session on Gen Z and how their habits and thought process affect brands. The session was delivered by Utsav Chaudhuri, the head of marketing at YME, Viacom18. MTV Youth conducted a study that provided some very interesting and useful facts about Gen Z and how different they are from the generations that preceded them.

According to the study, 70 percent of Gen Z are not afraid to test out various career fields. If they realize that they haven't chosen the right field for themselves, they are open to trying something different and adapting as they go. A new term has been floated ever since Gen Z took over social media. Side hustles are small jobs that Gen Z does, which highlight their hobbies, skills, and interests. According to Chaudhuri, there are two main reasons behind Gen Z wanting to take up a side hustle. One, they want to do something that helps them follow and/or find their passion. Two, they don't really know what defines a stable career.

"Gen Z is not a generation of revolutionaries; they are a generation of evolutionaries," said Chaudhuri. According to the study, Gen Z believes that regular jobs are on the downhill. Passions, interests, and hobbies are moving uphill to eventually take center stage. While the previous generation, the millennials, used to do hobbies for recreation, Gen Z does it for monetization. Gen Z doesn't like to cultivate hobbies that don't provide any material gain. Corporate jobs are the real side jobs, whereas side hustles are the real deal until they make it big.

Social media is the biggest platform for them to build on their hobbies. It provides a platform for them to pursue their hobbies and passions, build a community for themselves, and earn good money from it. Money is of paramount importance. The study shows that post-pandemic, Gen Z has understood the value of money and how to actively save and invest it.

Educational institutions and academic achievements are no longer the only way to achieve success. You need to be street smart, put in hard work, and do it smartly. That's what Gen Z understands.

Overall, it is to be understood that Gen Z is very different from every generation that came before them. They think differently, they do differently, they hold the power to influence, and they don't act on anything until they believe in it. It will be interesting to see how various industries such as films, fashion, tech, F&B, and many more adapt to the Gen Z ways.


Gen Z: Evolving careers, monetizing hobbies, and influencing industries with side hustles

Day three of Goafest concluded on a high note with actors Rana Daggubati and Tabu engaging in an enthralling conversation with Rajeev Masand about the future of Indian cinema. With the theme of this year's Goafest being the "future of creativity" and the role of technology in driving growth, the session proved to be captivating, with both actors sharing insightful perspectives.

Rana Daggubati emphasized that as long as humanity exists, the demand for entertainment will persist. Content is consumed in various forms every day, including television, OTT platforms, cinema, print, and comic books. These mediums have endured over time and will continue to do so. However, what will evolve is the way content is created, with technology playing a significant role. 

Artificial intelligence (AI) has already found its way into filmmaking, enhancing visual effects, programming, and more. It not only simplifies processes but also empowers creators to deliver better content. The availability of more tools to engage audiences will lead to even more impressive outcomes.

Tabu highlighted the importance of the human element in any creative process, stating that the desire to create is one of the fundamental human needs. Every technological advancement we witness today is driven by this innate creative urge. 

Daggubati drew a parallel to the invention of the camera, which initially raised concerns that artists would lose their jobs. However, instead of rendering them obsolete, the camera became a tool that propelled their creativity. 

He expressed confidence that technology would continue to fulfill a similar role. People will adapt to innovations and leverage them to enhance their capabilities.

The current generation's appetite for entertainment goes beyond simple motion pictures. They desire deeper engagement with characters they love, leading to the emergence of movies adapted into games and vice versa. 

Daggubati emphasized that films of the future will transcend the boundaries of conventional viewing experiences. They will become immersive, enabling people to engage with them for more extended periods. It is a shift towards interactive storytelling.

Towards the end of the session, Rajeev Masand posed an intriguing question to the actors. He asked them about their excitement regarding the future of filmmaking as actors. Tabu spoke about the potential of AI-generated doubles. Instead of physically performing challenging sequences or action scenes, actors could soon be replaced by digital doubles. 

Daggubati added that this field is rapidly advancing, enabling actors to become immortal in a sense. For instance, if someone wants to witness a young Amitabh Bachchan reprising his role as Jai in "Sholay," they will be able to see a convincingly realistic digital version of him. 

He also mentioned a trailer showcased at Cannes featuring Jackie Chan, where his digitally enhanced 18-year-old character exemplified this technology's potential. Actors can now exist in any period and age.

The content sector has witnessed remarkable strides in AI, making it an exciting domain to observe for the emergence of new innovations that will become commonplace in the future.


Actors Rana Daggubati and Tabu envision an immersive future for Indian cinema

It's a clean sweep for Leo Burnett India at the 16th edition of Goafest 2023 that ended on a high note on Friday. Publicis Groupe-owned creative agency won the Creative Agency of the Year bagging a total of 24 metals. The agency also picked up a Grand Prix for Mondelez-owned biscuit brand Oreo for #BringBack2011 campaign in the Brand Activation and Promotion category. 

Leo Burnett also won Branded Content & Entertainment Specialist Agency of The Year and Brand Activation & Promotions Specialist Agency of The Year winning seven and 11 metals in the categories respectively.

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In the Creative ABBYs category,  Leo Burnett maintained the top spot followed by Law& Kenneth Saatchi & Saatchi (14 metals) and FCB Group India (14 metals). In the Brand Activation & Promotions category, Leo Burnett India topped the charts followed by VMLY&R (4 metals) and MullenLowe Lintas (2 metals).

Continuing its winning streak, Leo Burnett India topped the  Branded Content & Entertainment category as well. It was followed by Tribes Communications (4 metals) and  Enormous (3 metals). In the video craft category, Good Morning Films topped the list taking home 20 ABBYs. Chrome Pictures Media and Scarecrow M&c Saatchi picked up 4 ABBYs each.

McCann WorldGroup India won big in the newly introduced "Young Maverick Awards" that aims to celebrate outstanding work done by executives under 30 years of age. The category witnessed 22 entries and 14 shortlists. McCann Worldgroup India's Vasudha Roy, Abhijith SS, and Amaljith P picked up the Gold Young Maverick. The executives won the award for Ujjivan Small Finance Bank's Shagun Ka Lifafa campaign.

Cheil Worldwide's Nakita Niyogi picked a Silver Young Abby, a category which encourages young advertising talent to work on theoretical brief. This year's brief was on Metaverse. 

Goafest 2023: It's a clean sweep for Leo Burnett India at ABBY One Show Awards

Day 3 of Goafest kicked off with a panel discussion on 'IAA - Voice of change on gender bias,' presented by Network18 and moderated by Megha Tata, chief executive officer of Cosmos Maya. The discussion included Anupriya Acharya, CEO of Publicis Groupe, South Asia; Kailashnath Adhikari, business head of Sri Adhikari Brothers Network; Tarun Katial, founder and CEO of Coto; and Anand Narsimhan, managing editor of special projects and senior anchor at CNN-News18.

Tata stated, "Advertising plays a significant role in shaping and reinforcing gender norms, and we have seen how it impacts our society at large."

As the discussion began, Acharya was asked about how the advertising industry is evolving and what it is doing to address the stereotypical gender representation of women. She mentioned that progress has been made, citing examples like Ariel's 'Share the Load' campaign, ads from Whisper, Airtel, Tanishq, and others.

Acharya shared an incident from when she was a moderator for a panel discussion at the Effies jury in Singapore. They discussed an Indian women empowerment ad, which highlighted the ongoing discussions and awareness around the topic. However, despite the efforts, the data shows that significant change is still needed.

Katial addressed the importance of portraying women in progressive ways across different media platforms. He mentioned the example of the TV show 'Jassi Jaisi Koi Nahi,' where the character Jassi, an ugly duckling working in a fashion house, became relatable to many viewers. However, such representations of women are not commonly seen on television or other platforms.

He also highlighted the stereotyping that occurs on platforms like TikTok and Instagram, where women are often limited to dancing or comedy content. Important conversations are often overlooked or not considered cool, even in the digital age. Additionally, there is a lack of women leaders in tech companies.

Adhikari focused on the need to address the objectification of women in media and content. He mentioned that 37 percent of women globally do not have access to the internet, which is a cause for concern. He emphasized the importance of empowering women with digital skills and enabling their participation in meaningful conversations across media, content, and advertising. Approaching this issue as a holistic growth is crucial to combating gender bias.

Towards the end of the discussion, Narasimhan was asked about his personal experience regarding the misrepresentation of women in the media. He emphasized that merit, rather than gender, should drive opportunities in any field. He also raised questions about the underrepresentation of women in fields like civil engineering, mechanical engineering, and IT. He mentioned the success of the movie 'Kerala Story,' which was female-oriented and achieved great commercial success, highlighting the need to champion such achievements.

The panel unanimously agreed that merit should be the primary factor in decision-making and that change should start at home, through the way we educate and treat our children. They emphasized the importance of creating a future where everyone's potential is limitless, regardless of gender.

Panelists at Goafest discuss gender bias in advertising and media representation

Day three at Goafest started off on a high note. The first session of the day featured Nick Law, the creative chairperson at Accenture Song, a creative tech-driven organisation at Accenture. The CEO of Accenture Song is David Droga, a former Chief Creative Officer at Publicis Network. Law shared insights on principles for the future of creativity that are crucial when building a brand and selling a product.

Law emphasized the importance of consistent principles and dynamic practices. He highlighted that there are certain values that every company should stand for, which should remain unchanged. Law, who has previously collaborated with renowned organizations such as Nike and Apple, noted that these billion-dollar brands have a set of principles established during their inception that they strictly adhere to. Regardless of the specific product they are working on, they never deviate from their core principles.

Another key principle discussed by Law was having a singular vision and employing collaborative practices. He stated that there has never been a successful product in the market that wasn't the result of a collaborative effort. Regardless of the industry or type of work, collaboration is an essential part of the creative process. Law emphasized that when individuals with different skills come together, they can create something that they couldn't have achieved individually. Maintaining a laser focus and efficient collaboration are crucial for entering any market, according to Law.

Law also stressed that technology is integral to creativity. While one may have a brilliant idea, technology is necessary to showcase that idea to the world. He criticized the industry's tendency to separate media and technology, stating that they are now inseparable. Tech and creativity go hand in hand, and one cannot exist without the other.

The advancement of technology has revolutionized creative possibilities. From data-driven marketing and insight-driven marketing to product innovation and Generative AI, there are numerous tools available to enhance the creative process. Law expressed his desire for more creative people to utilize Generative AI, emphasizing its potential.

Furthermore, Law emphasized the significance of the development process, particularly in the advertising world. He advocated for starting in the middle, as he observed a common trend where good ideas from lower-ranking individuals are disregarded, while poor ideas from higher-ranking individuals are brought to life. Law used the analogy of an hourglass, with the top half representing top executives and the bottom half representing the rest of the workforce. He suggested transforming the system into a two-way funnel, where ideas, thoughts, and execution flow efficiently in both directions.

Overall, Law's session at Goafest provided valuable insights into the principles necessary for future creativity and successful brand-building, emphasizing consistency, collaboration, the integration of technology and creativity, and a more inclusive development process.


Accenture Song's Nick Law unveils future of creativity: consistency, collaboration, and tech Integration

On day two at the Goafest 2023 Mindshare, FCB Group India, Leo Burnett India and COG Culture won big at ABBY One Show Awards.

Leo Burnett India emerged as the “Digital Specialist Agency of the Year”. The agency picked a total of 15 metals including a Grand Prix. Leo Burnett India won the highest honour (Grand Prix) for Airtel India’s “Airtel 175 Replayed” campaign in Digital Craft for creative use of video. 


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Airtel organised an event, where Kapil Dev’s hologram, powered by Airtel 5G, was released to create engagement with a set of live audience. The legendary cricketer’s famous 175 not out versus Zimbabwe, during the 1983 Cricket World Cup, never made it to the screens due to a strike by the broadcasters that day. It is one of the best one-day innings ever. The brand unveiled a film using immersive technology, it recreated Dev’s unrecorded innings. The film was conceptualised and created by Leo Burnett India, and produced by Prodigious India.

 The Publicis-Groupe owned agency also picked up metals for its work for brands such as Adidas, P&G (Whisper), HDFC Life among others.

 Mindshare India bagged both Mobile Specialist and Technology Specialist Agency of the year. The agency won a total of three metals in the mobile and four metals in the technology category of the awards. The GroupM-owned media agency picked metals for its work for brands such as Dove, Volvo Cars India, Upstox among others.

FCB Group India was named “Direct Specialist Agency of the Year” with a total count of 10 metals. Some of its winning work includes brands such as SOS Children’s Villages India, Navneet Education Limited, HDFC Bank. One of its campaigns for Mumbai Traffic Police also won "Merit" - a category which recognizes good work that could not bag a metal but has made an impact.  

 The IPG-Group owned agency also won “Public Relations Specialist Agency of the Year '' with a total of 8 metals. Its work on Navneet Education Limited, Unaids and SOS Children’s Villages India was awarded metals. It is interesting to note that this year the PR specialist title went to a creative agency over a traditional PR firm hinting at the evolving nature of the industry.


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Independent agency COG Culture became the “Design Specialist Agency of the Year” winning a total of 16 metals. Its winning work includes campaigns for D2C footwear brand Arigold, Medharbour Multispeciality Hospital, OneDash among others.

Talking to Storyboard18 earlier, Ashwini Deshpande, co-founder and director, Elephant Design emphasized that work done by smaller agencies for smaller and local brands in the Design category stood out at the ABBY One Show Awards. Deshpande was the jury chair of the Design ABBYs.

<strong>Read more here:</strong> <a href="https://www.storyboard18.com/how-it-works/goafest-2023-essencemediacom-bags-media-agency-of-the-year-at-abby-one-show-awards-8342.htm">Goafest 2023: EssenceMediacom bags media agency of the year at ABBY One Show Awards</a>

Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards

Sam Balsara, founder, chairman of Madison World, kick-started Day 2 of Goafest 2023 with a masterclass on ‘Media planning in a digital world.’ He began with an anecdote concerning his company, which was established in 1988. In 1989, a premium variant of a soap, called Cinthol Lime, was launched, which was a big bet for his first client Godrej. He prepared the media plan and it consisted of four spots to run on four consecutive Sunday mornings during the popular programme Mahabharat that ran on Doordarshan. 



In the first month of this campaign, Cinthol Lime registered a 5.3 percent market share in the premium soap market.



As part of his presentation, Balsara shared a few valuable lessons on effectiveness of smart media planning and building the Godrej-owned soap brand:



1. In the last five years, homes with television sets increased by 100 billion. But, digital penetration increased by 300 billion. 



2. Until recently, India was not considered a digitally savvy nation. Today, data consumption is among the highest in the world. There has been a 9x increase in short video content since 2016. On average, people spend almost five hours on smartphones daily.



3. At the time of Cinthol Lime’s launch, people were focused with longer attention spans, which proved good for advertisers. Today, people have much shorter attention spans. Multimedia consumption is up 40 percent, and rising further. It is a huge challenge for media planners and advertisers.



4. Earlier, large advertisers had a simple fundamental strategy. They had deep pockets, and they could dominate the media. That is how they became big and continued to grow bigger. This is because through their ad spends, they created a fort around themselves that no small entrepreneur could penetrate. 



5. The confidence of advertisers or marketers in advertising as a means to build brands and market share has remained intact. Today, the world spends $881 billion on advertising every year. 



6. On the subject of Indian AdEx, from 2019, when digital was 23 percent, the Covid-19 outbreak pushed it up to 31 percent in 2020. It further moved up to 34 percent in 2021. Last year, it was 38 percent, and became the number one medium in India. This year, expectations are that it could go up to 41 percent. 



7. FMCG is the largest advertising category in India. It accounts for 30 percent of Indian AdEx. 



8. Large FMCG advertisers have been slow to adopt digital. But in the case of Hindustan Unilever, in its latest quarterly report, it highlighted that more than 25 percent of its advertising budget is spent on digital media. 



9. Digital is becoming popular due to technology. Technology is providing four major benefits: enabling one to go beyond demographics, enabling data-driven analytics, enabling contextual messaging and allowing to harness the power of virality.

GOAFEST