Goafest Diary: An Oxymoronic Yet Adaptable Affair

As a first-time attendee at Goafest, happening in Mumbai felt like an oxymoron this year - organised in the bustling Mumbai city instead of its Goan seaside setting. Yet, the overarching theme of 'The Age of Adaptability' seemed befitting for this relocated and reimagined edition.

However, hailing from Delhi, I didn't mind coming to Mumbai either, just to get relief from the heat wave.

Coming back to 'Goafest in Mumbai', while the city's vibe couldn't quite replicate Goa's charm, I have to admire the organisers' feat of turning around the mega-event in just 40-45 days.

Day one at The Westin Powai witnessed a decent footfall of 1000-1200 industry professionals. However, the atmosphere seemed more akin to a serious conference than a vibrant festival. People appeared to be judging, guessing and trying to make sense of this paradoxical 'Goafest in Mumbai' experience. As in a normal conversation as well, Rana Barua, Group CEO of Havas India, South East, and North Asia, and President of The Advertising Club, rightly mentioned, that next year we'll likely be back in Goa (And I hope it does)!

Still, the quality of keynote sessions and the befitting theme partly made up for the displaced setting. The day kicked off with a champagne launch, lamp-lighting and a welcoming note by followed by welcoming note by Prashanth Kumar, President of the Advertising Agencies Association of India (AAAI) and CEO of GroupM, South Asia, followed by an energetic performance by singer Sukhwinder Singh that had attendees grooving. Managing Director & CEO of Tata Play, Harit Nagpal's opening session and Executive Chairman, L Catterton India, Sanjiv Mehta's insightful keynote on navigating the 'Age of Adaptability' stood out.

While stellar insights flowed from the seminars, one couldn't help but feel the lack of star power for an event in India's entertainment capital. Apart from the likes of Tahira Kashyap, Vikrant Massey and Neha Dhupia gracing the festival briefly, prominent Bollywood presence was quite limited.

As a debutante, I realize Goafest is typically an industry affair focused on celebrating creative excellence. Yet, for an event in Mumbai, one expected a tad more stardust, perhaps it is a little unrealistic or maybe not? The displaced location and the absence of Goa's trademark beaches/nightlife may have contributed to this perceived lack of glamour.

However, what Goafest 2024 lacked in ambience, it made up for with its sharp focus on future-proofing businesses through adaptability. 

If day one sets the tone, day two promises even more insightful sessions doubling down on this theme.

While not the typical 'toofani' Goa experience, this oxymoronic yet adaptable edition of Goafest made me optimistic about its future prospects back in its beachside habitat. 

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.