Creativity comes home: Goafest 2025 kicks off with insights & ideas

Goafest 2025 returned to its Goan roots on 21st May, after being held in Mumbai last year due to the Lok Sabha elections. The festival welcomed the advertising and marketing fraternity amid heavy showers and relentless thunderstorms.

Despite the stormy backdrop, the mood remained upbeat as the advertising and marketing community gathered once again by the sea, ready for three days of conversation, ideas, and connection.

Organised by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the festival began with a celebratory champagne-popping ceremony and an energetic performance by music sensation Mika Singh. This opening session, titled ‘IGNITE THE JOSH’, was presented by Amazon MX Player and powered by Mediakart. Following the performance, the ceremonial lamp was lit by members of the organising committee. Prasanth Kumar, President of AAAI and CEO, GroupM South Asia, officially opened the 18th edition of Goafest. This year also marked the fourth successive partnership between the ABBY Awards and One Show.

The intellectual tone of the festival was set by ‘IGNITE THE HUMAN’, a session presented by SET India & SAB TV, featuring a keynote by Rishad Tobaccowala, Author and Senior Advisor to the Publicis Groupe. Moderated by Anupriya Acharya, CEO, Publicis Groupe South Asia, the session explored the role of human intelligence in a tech-dominated world.

Tobaccowala argued that while AI is significant, it’s still underestimated in its transformative potential. “AI will become like electricity—essential, yet not a differentiator,” he stated. He proposed that the true competitive edge would come from HI—Human Ingenuity, Intuition, Inspiration, and Inventiveness. With data, knowledge, and computation becoming virtually free, he urged the industry to evolve rapidly. “Scale can become a liability in a fast-changing world,” he warned, advocating for a mental reboot akin to updating one’s phone OS.

For leaders, his message was simple: move from being bosses to becoming mentors. And to young professionals: “Think long-term. It’s a 50-year journey. Choose the right boss, not just the right job.” On the future of work, he noted, “AI will redefine not just how we work—but why we work. It can deepen our sense of identity, community, and purpose.” He concluded with a powerful prediction: “India’s global influence—across talent, tech, and media—is one of the most underestimated forces shaping the future.”

The energy then shifted to a star-led fireside chat in ‘IGNITE CONVERSATIONS’, presented by Amazon MX Player and powered by Times Network. Bollywood icon Kareena Kapoor Khan took the stage for an intimate discussion on self-worth, legacy, and the mindset behind her famous line, “Main Apni Favourite Hoon.”

In conversation with celebrity host Atika Farooqi, Kareena unpacked how that one phrase shaped her philosophy. “Self-love isn’t a trend—it’s foundational,” she said. Reflecting on motherhood and post-marriage career choices, she challenged dated industry norms. “I’ve delivered some of my finest work after becoming a mother. Reinvention and authenticity keep you relevant.” She celebrated the evolving cinema space and emphasized the importance of staying grounded amidst stardom.

The day wrapped with a high-impact panel under ‘IGNITE THE Z FACTOR’, titled ‘Swipe Right for Relevance: Building Brands Gen Z Cares About’. Moderated by journalist Anuradha Sen Gupta and powered by Whisper World in association with Eenadu, the panel brought together Amarjit Singh Batra (Managing Director, Spotify India), Geetika Mehta (Managing Director, Nivea India), and Vikram Mehra (Managing Director, Saregama India).

The discussion revolved around the evolving values of Gen Z—digital natives with sharp radars for inauthenticity. For Spotify’s Batra, Gen Z is central to the brand’s ecosystem. “They’re not just users—they’re our community. They expect transparency and crave experiences,” he said. From wellness at the workplace to early-career engagement, Batra highlighted their priorities.

Mehta emphasized the need for sensitivity and agility. “Gen Z is discerning, not distracted. For us at Nivea, relevance means constant renewal,” she said. Their buying behavior is deeply values-driven, with sustainability, purpose, and trust being non-negotiable expectations. “We’ve had to unlearn old rules and meet them in their world.”

Vikram Mehra noted that Gen Z’s digital-first life demands a shift in content and marketing strategies. “We’re seeing 80% of our engagement coming from Gen Z. Legacy thinking doesn’t work. They trust micro-influencers over celebrities,” he said. Saregama has since empowered younger teams to lead the creative process. “They get it. We just enable.”

The panelists agreed Gen Z primarily lives on mobile-first and social platforms. “We rely on social listening—memes, music shares, chatter. That’s the real feedback,” said Batra. Mehta added that campus outreach and student interactions help humanize Nivea’s messaging. All three agreed: brands must experiment relentlessly to stay relevant.

Prasanth Kumar summarized the essence of the festival, saying, “Goafest is where boundaries blur, ideas are born, and the future is decoded. ‘Ignite’ is our rallying cry—to create, challenge, and transform. With over 60 speakers, 35+ sessions, 20+ masterclasses, and dynamic panels, we’re pushing every frontier of creativity—from AI and brand innovation to data and design.”

Girish Prabhu, Head of Amazon Ads India, echoed this sentiment, highlighting that continuous innovation and adaptation are essential to thrive in the modern media landscape.

The ABBY Awards 2025 Powered by One Show, now in its fourth year of global partnership, continued its upward trajectory. With a record 4,076 entries from 233 companies, the enthusiasm and dedication from both participants and jurors reinforced the awards’ growing stature on the world stage.

Wavemaker and ABP Pvt Ltd walked away with honours on Day 1 at the Abbys, while Wavemaker won the only Grand Prix for Dream 11’s campaign, ‘India's New Local Language’.