‘Susegad’ – the first word that comes to mind once Goa plans start firming up, apart from sun, sand and the lovely beaches. For the uninitiated few, Wikipedia calls Susegad as “a concept often associated with the Indian state of Goa. Derived from the Portuguese word sossegado ("Quiet"), it is normally mistaken for the relaxed, laid-back attitude towards life that is said to have existed historically in Goa, a former Portuguese territory.
What Susegad actually means, according to most experts is a contented form of life existent in the state”. However, no one thought that enduring a mid-May sunny heat would be an exciting idea, except of course, the organisers of Goafest, South Asia’s premier advertising and marketing festival.
The marketing blitzkrieg unleashed by the AAAI and Ad Club was having its desired impact. The promise of a new venue, novel agenda and new tidings seemed very tempting. With mixed thoughts, and looking forward to the opportunity to meet with fraternity colleagues and friends, we embarked on the journey to the festival.. First positive sign – The Mumbai CSIA terminal seems like an industry get together already. It was really nice to see them all over the lounges, coffee shops, and (ahem), the spirited venues. The energy and enthusiasm was already flowing amongst hordes of young professionals, some of them first-timers, exchanging notes, plans, WhatsApp groups on “What-to-do” when there. Given the plans one heard, it would be quite natural to assume that attendance in offices on next Monday is going to be like snowflakes in hell!
The welcome, truly “Band Baaja Baarat” style, got the adrenalin pumping leading to the pre-opening sessions and knowledge seminars planned. As I write this, plans are afoot to attend the Colors Awards night, which has Publisher and Media Abbys at stake. Given the committed hard work done by our team and the excitement built up by showing up in the short-lists, the mood is one of cautious optimism. Only the evening will tell how the day ends. The agenda over the next two days is fantastic and the diversity of thought leaders represented in various panel discussions makes it even more interesting. The promise of party and after-party (and indeed after-after-party) is sure to keep the clock ticking and heart clicking with anticipation… Let’s hope that the days of controversy over the Abbys are well and truly over and all of us rejoice in recognizing the best in all fields and segments. Together, we can scale greater heights.
One thing is for sure, for all of us in the Indian adverting and marketing industry, there is simply nothing else in the world like GoaFest… apart from homegrown pride, the sheer energy that GoaFest has generated this year is a testimony to the splendid efforts of Sundar Swamy, Pratap Bose, Arvind Sharma and their bright and dedicated organising team !
Kudos and way to go…
The author is Chief Corporate Sales and Marketing Officer of Dainik Bhaskar.