Goafest Diary: From Beachy Waves To Busting City Of Mumbai

For over 16 notable years, GoaFest has been the talk of the Indian advertising and marketing scenario. Known for its celebration of creativity, excellence and camaraderie amidst the sun-kissed shores of Goa. 
However, as the festival embarks on its 17th edition, a shift is underway – GoaFest 2024 will unfold in the bustling metropolis of Mumbai - a city that never sleeps and bids adieu, at least for this year to the sea shores of Goa.
The transition from the party waves of Goa to the relentless energy of Mumbai raises an intriguing question of what will the festival this year be like.
As someone who will be attending Goafest for the first time, I have known the festival to be a world where advertising excellence and beachside bliss coexist harmoniously.

The question that pops up this time is - will this magical amalgamation be recreated in the bustling city of Mumbai? Can the festival retain its free-spirited essence amidst the city's busy pace?
Undoubtedly, the organisers face a challenge in replicating the unique ambience that has become Goafest's hallmark. Yet, as the theme for this year aptly suggests, 'The Age of Adaptability', perhaps this relocation is living proof of the industry's ability to embrace change and evolve with the times.

Mumbai, the financial capital of India offers a canvas brimming with possibilities. The city's pulsating energy, driven by a diverse range of businesses and cultures has the potential to infuse new life into the proceedings. The thought of an exchange of ideas and collaborations that could transpire when creative minds converge in the very epicentre of India's business landscape.
Moreover, for the countless professionals hailing from Mumbai and its surrounding regions, the festival's new location looks into new parallels. No longer will they have to undertake the annual travels to Goa, juggling work commitments and logistics. Instead, they can immerse themselves in the festival's offerings right on their doorstep, attracting a broader and more diverse audience.
Nonetheless, these prospects make me wonder. Will the Abby Awards ceremony retain its grandeur without the backdrop of Goa's starry skies? Will the panel discussions and keynote speeches resonate with the same intensity in an urban setting? And most crucially, can the infamous after-parties, those celebrations of creative excellence capture the same free-spirited revelry in the confines of Mumbai's busy life? Only time will unveil the answers to these questions. 
For now, let us embrace this age of adaptability with open minds and be determined with a spirit of innovation. 
 

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.