Goafest to keep the party alive

The ninth edition has more awards and seminars to compensate for some big names missing from its roster

With the great Indian election drama over, life can go on as usual. Conversations can veer away from politics, IPL can come back to India and the advertising fraternity can trek to its favourite watering hole. The ad world's top honours are set to be rolled out, starting tonight at the Goafest, held jointly by the Advertising Agencies Association of India (AAAI) and the Advertising Club of Bombay (ACB).

The fest, which began against the backdrop of the Ford Figo scam-ad controversy last year, concludes on May 31. This year, the buzz around the names skipping the extravaganza has grown. Ogilvy & Mather, Leo Burnett, Creativeland Asia and Grey are staying away from India's foremost ad honours.

While it is the second consecutive year for O&M and Creativeland Asia, it is the first for Leo Burnett and Grey. The casualty has been the pool of entries for the Creative Abbies, receiving a little over 2,000 entries from 175 organisations, a third less than last year's, when it comprised nearly 3,000 entries.

"The drop was expected, given that big names are not participating this year," says Arvind Sharma, president, AAAI, and adds, "Typically, the big agencies send entries in multiples of 250, but not this year. But it is not as dramatic as is being perceived by many."

The fall in the number of attendees may, however, be dramatic, standing at almost half that of last year's. Chairman of the 2014 Goafest Orga-nising Committee, Srinivasan Swamy, had tweeted on May 27 that the fest will have around "1,700 delegates despite some large agencies staying away." There were over 3,000 delegates attending last year.

To boost the sagging numbers and spur excitement in the awards, the organisers have introduced four new categories this year - brand activation and promotion, public relations, broadcaster and publisher. For the broadcaster category, entries will be accepted for show and channel launches, television promos etc.

The schedule has been changed to make it as attractive as possible for the delegates. The by-invitation-only advertising conclave, usually held a day prior to the actual fest, has been moved to the second day, and is open to all delegates. It will give delegates a chance to listen directly to clients like Toshiba, PepsiCo, Marico, Britannia and HDFC Standard Life Insurance.

"There has been this over-emphasis on awards during Goafest over the years, which I think has taken away from the core purpose of organising this festival. There are multiple things that happen at Goafest, as at Cannes. It is time some attention is also devoted to the conclaves, seminars and knowledge sessions that happen at Goafest," says Swamy. The line-up of speakers naturally reflects an eclectic mix: From the social-media phenomenon and 'comedy collective', All India Bakchod to the spiritual leader, Pujya Swami Paramatmananda Saraswati.

The awards have been spread over three days this year. Swamy says that there will be something for everybody each day.

To do away with controversies, no one will know who the winners are except members of the Awards Governing Council (AGC), say persons in the know. The two-stage judging will invite feedback after entries have been shortlisted. Pratap Bose, chairman, AGC, says, "The winners declared after the second round will be final. No complaints will be entertained once trophies are given out."

The message is clear: Expect all the fun, but no mischief permitted.