Goafest at 19: Is the legacy eroding? Does Goafest need a structural reset?

As the 19th edition of Goafest prepares to kick off from May 20–22, 2026, industry's advertising and media festival finds itself grappling with some of the sharpest criticism in its history. Once regarded as the industry’s most influential annual congregation, the event is now being openly questioned for its relevance, structure, and even intent—signalling a growing disconnect between its legacy positioning and present-day perception.

Organised by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the event’s centrepiece, the ABBY Awards Powered by One Show, remains one of the festival's most criticized events. However, industry conversations suggest that beneath the celebratory veneer lies a growing unease over whether the platform still serves the ecosystem it claims to represent.

A detailed questionnaire sent to AAAI, TAC, and the Goafest managing committee remained unanswered. 

A self-congratulatory loop

The criticism surrounding Goafest is the perception that it has become an inward-looking ecosystem—where agencies are not just participants, but also arbiters of success. Multiple executives describe it as a “closed-loop” system in which agencies effectively evaluate, reward, and celebrate their own work.

“It’s increasingly looking like agencies are rewarding themselves,” said a senior media executive. “When the same set of players are entering, judging, and winning, it raises fundamental questions about credibility.”

This concern is amplified by the dominance of large network agencies across participation, jury representation, and marquee wins. A Goafest jury member, speaking on condition of anonymity, pointed out that structural imbalances continue to disadvantage independent players.

“There is a visible dominance of network agencies in participation, jury leadership, and wins like Agency of the Year. Independent agencies, operating with leaner resources and fewer entries, are structurally disadvantaged. The absence of a dedicated Independent Agency of the Year category continues to reinforce this gap,” the executive said.

The issue extends to governance and optics. “Year after year, jury presidents largely come from network agencies, often from agencies that are also competing. Even when decisions are fair, optics matter,” the executive added, calling for stronger conflict-of-interest protocols and broader representation.

Missing stakeholders: where are the clients?

Equally troubling for many is the limited presence of advertisers and brand-side stakeholders. Several industry voices flagged a clear paucity of clients at the festival—an absence that undermines its claim of being a holistic industry platform.

“If clients aren’t in the room, what exactly are we celebrating?” asked an agency leader. “Brands are the ultimate arbiters of effectiveness and impact. Without them, the conversation becomes one-dimensional.”

The lack of client participation not only weakens networking opportunities but also raises questions about the legitimacy of recognition being awarded. Critics argue that without brand involvement, Goafest risks becoming an echo chamber detached from business realities.

Falling attendance, rising costs

Concerns around declining attendance are also gaining traction. Insiders suggest that delegate turnout has softened in recent years, with many professionals opting out due to high costs and diminishing returns.

“The cost-to-value equation is broken,” said a senior consultant working with a leading creative agency. “It’s an expensive outing, and many don’t see enough professional return to justify it.”

For independent agencies and younger professionals, the barriers are even steeper. Entry fees, travel, and accommodation costs make participation prohibitive—further reinforcing the perception that Goafest is skewed in favour of well-funded network agencies.

From industry forum to social getaway

Perhaps the most damning criticism is that Goafest has drifted from being a serious industry forum to what many describe as a social getaway. While networking and celebration have always been part of its appeal, insiders say the balance has tilted heavily towards leisure.

“What you see today is more of a holiday than a professional platform,” said one attendee. “There are parties, beach events, and a lot of alcohol—but very little that pushes the industry forward.”

Several executives characterised the festival as a “fun jaunt,” where socialising often overshadows substance. Panels and knowledge sessions—once central to its value proposition—are increasingly viewed as predictable and lacking depth.

“The agenda looks weak,” another executive noted. “It doesn’t reflect the urgency or complexity of the challenges the industry is facing today.”

Awards under the scanner

The credibility of the awards framework itself is also under scrutiny. Beyond the dominance of network agencies, participants have raised concerns about category structures and judging standards.

“When 40–50 categories see no recognition, it raises questions,” said one executive. “While standards must remain high, awards must also inspire participation. Calibration of judging benchmarks may be necessary to avoid systemic discouragement.”

Others argue that the awards risk rewarding scale over substance. “Goafest Abbys must move from perception of exclusivity to demonstrable equity. Awards should not reward scale alone; they must reward impact, originality, and integrity, irrespective of agency size,” another executive said.

A closed circle?

The perception of insularity is another recurring theme. A senior media strategist described the festival as being at a “crossroads.”

“It risks becoming a closed circle, with the same set of faces year after year. The balance between aspiration and accessibility needs closer attention,” he said. He also questioned whether the event is still fulfilling its role as a knowledge and networking platform. “At its core, the festival must ask whether it is a true networking hub or increasingly a social club where celebration overshadows meaningful conversation.”

Struggling for relevance in a changing industry

Industry veterans argue that the concerns go beyond execution to a deeper issue of relevance. 

Bang in the Middle Co-founder Naresh Gupta believes Goafest is losing its distinctiveness.

“With a plethora of ad awards and shows, Goafest is becoming just another festival,” he said. Highlighting the rapid evolution of the industry, Gupta added, “The new industry is so different—with influencers, creators, speed, and algorithms shaping it. The old rules do not excite the younger generation. The festival needs to look at young audiences and rethink the entire package.”

He also hinted at the need for leadership change. “Maybe the baton needs to move to newer professionals who understand and do not resist change.”

Himanshu Arora, Co-founder of Social Panga, echoed similar concerns. “Younger talent today is consuming and creating at a completely different speed. Static formats, predictable panels, and legacy conversations don’t excite them. If they don’t see immediate value or cultural relevance, they opt out,” he said.

A divided industry view

Despite the criticism, some leaders maintain that strong work continues to get recognised. Shradha Agarwal, Co-founder and CEO of Grapes Worldwide, said compelling campaigns still find their due. 

Harshil Karia, Founder and CEO of Schbang, noted that higher participation from network agencies naturally increases their chances of winning.

However, even these voices acknowledge the growing perception issues surrounding the platform.

At an inflection point

As Goafest enters its 19th year, the criticism paints a stark picture of an event at a crossroads. From low client participation and declining attendance to questions around credibility, inclusivity, and relevance, the challenges are both structural and perceptual.

For a growing section of the industry, Goafest is no longer seen as a serious professional forum. Instead, it risks being viewed as an insular, self-congratulatory gathering—at best a social celebration, and at worst, an expensive holiday with limited purpose.

Whether the festival can address these concerns through meaningful reform—or continue on its current trajectory—will determine if it remains relevant in an industry that is rapidly reinventing itself.