Home >> Goafest2011 >> Article

GoaFest 2011: A great ritual, not so great answers - Dheeraj Sinha

08-April-2011
Font Size   16
GoaFest 2011: A great ritual, not so great answers - Dheeraj Sinha

It may not be an exaggeration to say that every second person in Goa right now is an advertising person. The ad industry has flooded the airlines, airports, hotels and roads of this beach paradise. The non-advertising passengers in the airline looked around in awe, wondering is this part of Bollywood? The airport was filled with cool shades and shorts-wearing fashionable people from the ad land. While a lot of us complain about seeing the same faces all over again in Goa, I think it’s a great ritual. An industry without a culture of its own cannot be an industry. And the festival of advertising that GoaFest is, gives this industry its own ritual. A three-day non-stop celebration of ideas and people, accompanied by the greatest grease of the industry – alcohol – makes GoaFest a totem of this industry’s culture.

The Conclave on the first day tried to handle the issues faced by the industry. The idea of learning from other service industries about what we could do better is a great one. But the conversations unfortunately did not join up to give a way forward. The individual presentations were a great peek into how a TCS or Reliance or Yahoo handles and innovates its product, services, and people policies. How does advertising solve its woes basis this is still to be concluded though. Let’s face it, these are not issues that are born as of yesterday and, therefore, it’s not easy to find these answers at a 30-minute conference platform.

The first day of the festival, however, has raised more questions than answered them. And more so, it raised more of the same old questions. That the industry has issues with remuneration, talent attract-ability and retention, and is struggling with client expectations of agencies being brand and business partners, is an old finding.

Goa as a location frees us in mind, body and opinion – we wear shorts, drink alcohol and rant about almost everything in the industry. Well then, maybe we could have a little more direct conversation around what could possibly fix this. The diagnosis on the table is not new, the answers on the table better be. For an industry that walks into marketing boardrooms and pushes clients to confess their problems, we can expect a little more unabashed thrashing of the issues.

The matters of the house can, in fact, best be solved by the people of the house. To my mind, GoaFest can possibly be a meaningful platform for the insiders to come together and reach a summit level understanding. To finally put together an action plan for the next generation to take forward. And in that context, as the research on the industry threw up, we do need a lot more representation of the next generation of ad people whose motivations and future were being discussed today.

This is a rather heavy beginning to a somewhat fun festival. I am, however, looking forward to seeing some great ideas being put up and celebrated in the next two days. I am hoping that the speeches over the next two days take the conversation forward rather than reiterate the old. It’s important that while we celebrate the work that we did last year, from this festival emanates a direction and an inspiration for the next year. I am hoping that the younger generation of advertising industry gets more than just the ‘rain dance’ to write home about.

(Dheeraj Sinha is Regional Planning Director, Bates141, and author of ‘Consumer India – Inside the Indian Mind and Wallet’.) 
 

Read Also
GoaFest 2011: Finally it’s raining - creativity, digital & youth - Dheeraj Sinha
It's India, we expect more - Dheeraj Sinha

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.