Goafest 2014 begins with 'Baaja and Baarat'

Omnicom Media Group's Chief Innovation Officer, Guy Hearn debates 'kids in the digital era' in Knowledge Seminars on day one

Sarmistha Neogy & Sohini Sen | Mumbai | May 30, 2014

The first day of Goafest 2014 started with quite a bang. Staying true to the 'Brand Baaja Baarat' theme, the ambiance created was one of exuberance and excitement. The biggest advertising awards in India saw some of the big-wigs of the industry as well as new and promising talent showing why they are in the business.

Sam Balsara

Commenting on the mood this year at Goafest, Sam Balsara, Chairman and Managing Director, Madison World, said, “It is extremely upbeat and quite refreshing and the awards this year has been further augmented by the addition of Public Relation, Publishers Abbys. I feel that Goafest will become more upscale and will grow in the years to come."

The first session of the Knowledge Seminars on day one saw Omnicom Media Group's Chief Innovation Officer, Guy Hearn taking to the stage. He spoke on 'kids in the digital era'. He debated the advantages and disadvantages of being exposed to technology at a young age. Hearn cited examples of this by explaining how San Francisco's Waldorf School, don't encourage kids to be exposed to technology at their growing stage, while US, educational startup, Codeacademy, teaches the children to code at an young age.

Hearn further said that in the west they strongly believe that development happens through play, while in Asia studies take a priority. In such a scenario any time spent on the digital medium is seen as a waste in Asia. What then can change the mind of the parents of young kids? According to him, parents of young kids love it when they see creativity in their child. This makes them think that the child is not wasting his time in frivolous activities. Ergo, they will only trust a digital platform where they see some kind of development happening. They will trust brands that can do that, instead of just letting their child while or waste away time.

Goafest in 2013 was marred by controversies after scam ads were reported widely in press. With a renewed vigor the Ad Club has tried to bring the phoenix back from the ashes and it looks like they have succeeded. According to Pratap Bose, former COO, DDB Mudra and President, Ad Club, "I think there were enormous challenges to start with. Because a lot of people who entered and a lot of people who didn't enter had to follow strong protocols. I am very happy with what has happened this year. And by and large we have done well to put this festival back on track."

Bose explained how even if some agencies have decided not to participate this year, Goafest will remain a big deal in the industry. Even if agencies organise their own awards, the reputation and recognition that an Abby gives is not to be ignored. "I think it's too early in the days right now but we have put in very earnest efforts to do the best. We have more participants this year, irrespective of what people say. We are 235 agencies this year as compared to last year's 205. We have introduced newer categories and have received more entries from South Asian countries. I have always said that the show needs to go on. And if you improve the content and do your job in a well organised manner, you can transform the way you are seen."

The evening saw the Media and Publishers Abbys being awarded. A total of 50 metals were awarded in the Media Abbys and another 20 Publishers Abbys. HT Media won maximum 6 medals including 2 Silver and 4 Bronze in the Publisher Abbys while PHD India picked up the Media Grand Prix. Lodestar, however, led the metals tally with 11 medals.

Pradeep Guha

9XM Media's Pradeep Guha said, "Goafest has become central to advertising. In awards, you know, one year is one agency and in another year it is another agency. So this year, Lodestar did a great job."

Going by the looks of it on Day One, the Phoenix has surely risen again.

Info@BestMediaInfo.com

Info@BestMediaInfo.com