Top Story

e4m_logo.png

Home >> Advertising >> Article

Goafest 2017 Gods Of Advertising campaign unveiled

13-February-2017
Font Size   16
Share
Goafest 2017 Gods Of Advertising campaign unveiled

The campaign marking the onset of the 12th edition of Goafest, has been unveiled, under the theme- “Gods of Advertising”.  The campaign has been conceptualised and designed by FCB Ulka in line with grandeur of the festival, where the industry gods come together, celebrating the gods within us.

Under the campaign, the Gods of Advertising have been depicted like the Greek Gods, to give the entire campaign a unique identity. The campaign is built on clever canvas paintings of Greek Gods with a subtle integration of the elements of their times. The art purely showcases ancient Church art style that can also be seen in the design and the font. Everything together shows the grandeur and antiquity of the festival, lending strength to the theme.

Commenting on the occasion, Ashish Bhasin, Chairman Goafest 2017 and Vice President AAAI, said, “Goafest 2017 is going to be at a level it has never been before and the campaign announcing the Gods of Advertising, designed by FCB Ulka, has captured the feel very well. Goafest is about the Industry coming together and celebrating creativity, sharing bonhomie within the industry participants and learning from experts, not just from our industry but from other fields as well, at a global scale. This year we have introduced several new initiatives, which will add to a lot of excitement and I thank and congratulate FCB Ulka for kicking off South Asia’s largest festival of advertising with a beautifully crafted campaign.”

Shedding light on the premise of the campaign, Mahendra Bhagat, NCD, South, FCB Ulka, said, “‘Gods of Advertising’ as a phrase is something we hear often in the advertising industry. Goafest is a fun event, that’s a given. But we wanted to talk about it being an enriching event too. Which is why, we directed our communication to the youngsters, telling them that the who’s who of advertising will surely be there – imparting knowledge and sharing ideas and an event that you surely can’t afford to miss.”

“What I particularly like about this campaign is the treatment that’s given by our young creative team. Instead of repeating the typical imagery that’s associated with Goa, they thought of recreating these old frescos you see in some of the churches. Very distinct and very relevant. So, even though, it’s western in its content, it’s a little Indian in its outlook and execution” he added.

FCB Ulka is creating promotional posters, mailers and press communication for Goafest 2017. The first leg the campaign kicks off with a series of promotional content highlighting the God of various divisions of advertising. Each of the Gods have been given a name and their specific characteristics and inviting people to not miss it.

The next set of communication is scheduled to release shortly.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...