The inception of the GoaFest was with the intention to give India its own experience of a Cannes Festival. Minister of State for Civil Aviation, Praful Patel, who was the Chief Guest at the inaugural day of the festival, pointed this out, adding that there were many such opportunities that India was standing on the threshold of. Lee Gluckman Jr, the Chairman of Mobius Advertising Awards, seconded this.
Speaking in context of his duties, Patel commenced his address with the saying, ‘What goes up comes down’ and instantly won himself a receptive audience. He spoke of the economic buoyancy and the fact that irrespective of the sector, India is seeing a boom and this, in effect, means that advertising will benefit immensely from it.
He said, “In addition to this, the Indian advertising industry has also come of age. Indian ads are showing standards in creative aspects, quality and production and this is a fitting compliment to the entire Indian advertising fraternity. We have always had the talent and the mind but the challenge was to put this jigsaw in place and now by either design or default, everything is falling in place and the brilliance has begun to show.”
He spoke on the unique position India is in, which allowed it to be a hub for a huge HR base that was getting a definitive direction now. He quoted international examples ranging from the IT industry to the National Health Institution in the UK, where Indian brilliance shines bright. He then drew attention to the national scenario, where today we are living in times that were unimaginable even a year back.
“Take the example of the aviation sector, it was never seen as a contributor to the economy that would attract investments or be an employment generator. Today, that has changed and I can assure you that in the next 10 years it would be a sector claiming one of the highest investments, which would at least be in the $100 billion mark and would be the provider of 20-25 lakh jobs,” stressed Patel.
Patel believes that the opportunities have started coming in and even as we are creating them, we have to identify more opportunities across sectors and convert them into a winning proposition. He spoke of resources that we haven’t put to good use. “The way forward is all about opportunity – why should we have only four flights to Goa? Why is power still a problem? We have to make things happen faster now and just as the GoaFest has materialised,” said Patel. “The event will bring in a lot of passion and going forward that is what we require,” he asserted.
Patel closed on the note that irrespective of the profession, there was a need for executives to be involved in government activities to further steer the economy in the right direction. He said, “You can’t wish us away and you can’t disassociate from the government.”
The next speaker was Lee Gluckman Jr, the Chairman of Mobius Advertising Awards. Gluckman gave the audience a peak at the creative works across the world that have been acknowledged for various reasons. Given his experience and the topic, it appeared that Gluckman was geared for a lecture on how to make an awardwining ad, but he was quick to rest any questions on that. He said, “If I knew that, I would own the richest advertising agency in the world! What I can do is share experiences of different ads that have won various awards over the years for different reasons and discuss more on these reasons.”
True to his word, Gluckman showed visuals of awards that have been making their mark in forums like Mobius Awards. Speaking a little on the Awards, he said, “We are the oldest independent advertising awards in the world and perhaps the one who send entries to advertising professionals across the world for judging rather than bringing judges under the same roof.”
On the ads that have won any award to show, he showed examples of creatives that stood out for clever scripts, strong product association, usage of celebrities or any other resources available to the award. Some of the awards in his show reel consisted of ads like Cipi Chips, Channel No 5 and Carlton Braught.