In conversation with Anupriya Acharya, President, AAAI
Anupriya Acharya, President, Advertising Agencies Association of India, discusses the evolution of Goafest and its value as a platform in the current scenario.
Agency Reporter- What makes Goafest a unique platform for the entire A&M industry?
Redefinition is key here! Every year, excluding the last two years, we have come back bigger and better; not only in terms of organizing the festival but also wherein achievements are concerned. Not only have they earned us national recognition, but these feats have also put us on the world map. Creativity and execution come together to bring a project to fruition, which requires vision and zealousness of seeing it through.
AR- How has the A&M industry changed over the last couple of years? And how have these changes affected this year’s Goafest?
A lot of change has happened, a lot more quickly! The industry has had to constantly reinvent itself for a world that is considerably different – a world full of complex disrupted consumer journeys. You need to leverage the power of data to deliver the right content on the right channel to the right person, as well as leverage technology to create the right experiences.
We are witnessing the growing importance of influencer marketing, D2C, omnichannel commerce, performance marketing, and experiential marketing, among others. There are pertinent issues around safety, consent, measurement, attribution, and the imperatives of the imminent web 3.0.
Our industry is way more non-linear, agile, and fast-evolving today. We are even seeing shifts in the way teams and talents within our industry are shaping up – data scientists, UI/UX specialists, engineers working alongside creative producers, planners, and copywriters.
At Goafest, we aim to address and include as much of this change as possible. You will see it in the speaker sessions, Masterclasses, Knowledge Seminars, and even in the profile of the participants.
AR- Given the rapid growth of digital in the last 2 years, what steps have been taken to ensure that Goafest 2022 keeps up with the current scenario?
For starters in the spirit of going green, we are leveraging digital and displaying all the shortlisted work on digital screens instead of paper/board presentations. We have introduced for the first time, a Digital conclave, which will happen on Day 3 of the fest. There are sessions on influencers, OTT, and Masterclasses on creativity in the Web 3.0 era, etc. Also, this year, other than the print and digital coverage of the event, Goafest will also be on Podcast!
AR- In your opinion, what value does Goafest hold as a platform for the young guns of the industry?
A: A lot can be learnt by listening, observing, and discussing in a fun environment – an environment that is conducive to at-ease minds and open conversations. Insights and experiences of peers, both junior and seniors who have been around in the industry for some time, definitely help, nourishes, and mold everyone’s overall growth and development.
Goafest also amalgamates the best contributions of the field and also honors them. It seeks to inspire the young to think in several limitless directions. Overall, our aim is to foster creativity, inquisitiveness, and more importantly, a spirit of belonging and togetherness.
AR- Did the pandemic pose challenges for the organizing committee while organizing Goafest?
A: While excitement takes the front seat, safety continues to remain an essential and integral part of Goafest 2022. Although we have noticed an increase in Covid cases over the past few months, the organizing committee is making sure that all the safety protocols are implemented and followed. I think our challenge may not be how many people are coming, but it might be how to accommodate those many people.
Agency Reporter published Goafest 2022 newsletter on all 3 days. Download to read here: