Goafest Diary: The Adaptability Era Arrives

As a newcomer to India's premier advertising festival, I braced myself for the creative genius that Goafest is known for. But the festival's historic move to Mumbai this year amidst the backdrop of rapid industry disruption added an extra oomph of excitement to contemplate what is exactly happening to the industry. Goafest in Mumbai? Like Really? Could the festival adapt its legendary spirit to a new location in itself?

From the moment I entered the halls of The Westin Powai, I was silently trying to understand whether it going to give me that grand feeling of the marketing and advertising industries coming together and celebrating each other.

As I completed two days of GoaFest 2024, it became clear that not only did the festival adapt to its 'Mumbai' venue but creative people have also brought the Goa party feel to Mumbai.
The theme of "The Age of Adaptability" rang through every keynote, masterclass and hospitality soiree. Speakers implored the industry to rapidly evolve alongside the changes shaping consumer behaviour and media consumption.

Major agency networks like FCB India, Leo Burnett, VML and Mindshare made a strong showing, scooping up Grand Prix and Gold awards. New voices and independents also found success, proving adaptability reigns supreme.

A pop-up lounge by ITC's Sunfeast, Meta and more offered an immersive portal into the brand's quirky personality.

While star power felt subtler compared to past Goafests, the industry, particularly Bollywood still turned heads when they took the stage. Their no-filter openness about professional setbacks, burnout and discrimination raised crucial conversations too often avoided.
As the late nights blurred into early mornings, the networking raged on at a feverish pace. The dance floor at the After Hours Party emerged as new friends and old raised glasses to their victories. 
The feels of the festival, the celebration, the winning, the excitement and the energy definitely raised the temperature on day two.

While a return to Goa and seaside sunsets would be welcomed by many, I'd still say that Mumbai is doing a great job, bringing the industry to one place with amped-up energy - the Mumbaikars are definitely happy.

As an initiate, I now understand why GoaFest isn't just another festival for the ad world's diehards - it's an expedition. One that inspires you to push boundaries, embrace experimentation and revel in the sheer joy of infinite potential.

As I step into day three, let's witness what more Goafest has in store.

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.