Announcing ‘The Magic of Ideas’ as the theme for GoaFest 2012, festival Committee Chairman Arvind Sharma has said that this year, it will be an “advertising festival for everyone in South Asia involved in creating ideas.” For the first time, GoaFest has invited Pakistan, Bangladesh, Sri Lanka and Nepal as delegates as well as award entrants.
On being asked about the budget this year and the size of GoaFest 2012, Sharma said, “If you consider the entire GoaFest, including what delegates will independently spend on hotels, etc, it would be a Rs 20-crore event. We are very proud of what has been achieved in these six years, and we want to take it forward, make it more inclusive in every way, in terms of countries, clients, specialist shops... we want to do more and earn more.”
Another first is the introduction of Grand Prix awards in new verticals. The Abbys at Goafest 2012 will have a provision for a Grand Prix award in all the nine verticals including for the first time Out of Home, Ambient, Design, Interactive Digital Advertising, Direct, and Integrated Advertising. Last year, Grand Prix were given only in Film, Print and Radio verticals. This decision is expected to encourage many more specialist agencies to participate in the show.
“We hope to see key association and industry leaders from the participating South-East Asian countries. A lot more cross-fertilization in the region will benefit our industry,” Sharma said at a press conference on Tuesday. All participating countries will compete for the main awards. But each vertical will have a ‘Best of Rest-of-SE Asia’ award as well.
The festival will be held from April 19 to April 21 at the Zuri White Sands in South Goa.
Shashi Sinha, President, The Advertising Club Bombay and Chairman of the Awards Governing Council (AGC), the joint Advertising Agencies Association of India (AAAI) and Advertising Club Bombay body that runs the awards, said the AGC will follow the “same tight processes as last year with some fine-tuning in 2012”.
Talking of the GoaFest committee’s meeting with creative heads just ahead of the press conference, Sinha said, “There were a lot of constructive suggestions, they welcomed the newly instituted Grand Prix awards. But the main demand was clarity in rankings and consistency among judges across panels and key juries.”
“We have received a very positive response from countries in South Asia. We are looking forward to our road shows to promote the festival in these markets,” said Nagesh Alai, President of Advertising Agencies Association of India (AAAI). The road shows will begin from February 6.
This year the festival is looking at strong client participation. Beyond the Conclave, senior clients are expected to be an integral part of the knowledge seminars. The GoaFest Committee is also looking to attract young client delegates in large numbers. It is offering a special package for under-30 marketers. “We’re confident that over 50 major client organizations will take part in the festival this year,” said Sharma.
In 2011, more than 140 agencies had sent their awards entries for the Abbys at GoaFest. A large number of these were specialist agencies. “The Abbys are open to all those who create ideas. They do not have to be AAAI or Ad Club members,” Sharma observed.
Consistent with its growing importance, Digital will find a place of pride at GoaFest 2012. Digital Awards will be held on April 20 as will Media Awards. Design, Direct Awards will also be held on April 20. As in the past, for the rest of the Creative, April 21 is the Awards night.
In line with the overall festival theme, the Goafest 2012 Conclave is themed ‘Ideas for impacting the full circle’. The Conclave aims to help the entire industry gear up for opportunities that lie ahead. The Festival is inviting global leaders from major clients as well as major communications groups to participate in the Conclave.
The 11-member GoaFest committee comprises Arvind Sharma, Nagesh Alai, MG Parameswaran, Nakul Chopra and Srinivasan Swamy from the AAAI and Shashi Sinha, Sunil Lulla, Pratap Bose, Ajay Kakar, Ajay Chandwani and Madhukar Sabnis from the Ad Club of Bombay.
The names of jury members are slated to be announced in a couple of weeks. Other details like delegate and entry fees too will be announced shortly.
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