Digital is the theme at GoaFest 2017 – Economic Times

BAMBOLIM: The GoaFest 2017 organised by the Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) kicked off with a focus on digital expansion. Chairman Ashish Bhasin stated that the entries this time were mostly digital compared to other media. From knowledge seminars by Facebook to digital awards to 20,000 digital interactions across social platforms, GoaFest 2017 went all digital this year.

Bhasin explained that the fest had evolved with changing times. “This year the fest is taking baby steps towards giving back our bit. We need to pull up our responsibility towards the environment,” he said.

Day 1 focused on Make In India, digitisation and green initiatives.The first day’s industry conclave kicked off with a session on ‘Role of brands in changing India’. The first speaker was Upasana Taku, co-founder of MobiKwik who stressed on the importance of demonitisation in digitizing India and the growth of digital payments and powering 55 million users and 1.4 million retailers in India. She stated that consumer choice drives brands which further gave brands the power to transform the nation. “86% of India is spending in cash. It’s a massive amount of money that moves in an unaccounted manner. The era of mobile wallets has come and I won’t deny that demonetisation has sped the journey,” she said. She also stressed on how increasing digital transactions provide opportunities and benefits to the fin-tech sectors.

The next speaker was Hemant Malik, divisional chairman of ITC’s food business who spoke about the shift from hierarchical collectivist culture to individualist. “The youth culture is evolving and structural changes are being made towards enabling the economy to grow exponentially,” he said.

He focused on responsible changes made by ITC by stating that they as a company were carbon positive for 11 years, water positive since 14 years and solid-waste recycling for 9 years. “People are turning into active participants and we as providers were catering to changing trends in consumer behaviour. For example, healthy living, value worthiness, changing age structure and busy lives,” he said.

He referred to another brand that was taking over the industry by stating that their presence was eating into everyone’s business. The brand mentioned was Patanjali whose CEO and MD, Acharya Balkrishna took over the session by stressing on the importance of going local and building a brand solely focused on bringing purity and goodness to people’s homes. “The nation is ours, the children are ours, the life is ours. For the world, India is a marketplace, but for us it is our home,” he said.

Media and Publishers Abbys received the highest number of entries with 94 entries alone making it to the Media and Publisher Abbys which were judged by 112 jurors from India.

At the Media Abbys, Mindshare India won big by bagging 10 metals .The agency took back two golds, five silvers, and three bronzes. Madison Media took home eight metals including five silvers and three bronzes.Maxus picked up seven metals with a single gold, four silvers and two bronzes. Jagran Praskashan also bagged nine awards in the Publisher Abbys.

Day 2 focused on impacts of the digital revolution and `unconventionalism’.

Speakers on Day 2 included Union Cabinet Minister for Women and Child Development Maneka Gandhi, cricket legend Sir Vivian Richards and actor Sanjay Dutt. Sessions started off with a Knowledge Seminar that included Sanjay Nazerali from Carat Global and spiritual guru Shri Gaur Gopal Das.

Nazerali spoke about the transformation from physical goods to data and information. “There is a reverse takeover of life by digital. The dish of the day is data and this marks the return of marketing.”

Union minister Maneka Gandhi facilitated ‘Mitigate Violence Against Women’, an industry initiative and gave away the Gender Sensitivity Award to Shilpa Chaudhary and Aayushi Rastogi from Havas Delhi in the special awards category.

She stressed on the importance of rights for men and women in India and spoke about the initiatives that included one-stop-centres across the country, plans to introduce the panic button in cellphones, including women in the police force, regulation on matrimonial websites and help on Twitter.

The Creative Abbys were given out across 13 categories excluding subcategories that included Radio, Radio craft, Broadcaster ABBY, Brand Activation & Promotion, Public Relations, Print Craft, Branded Content and Entertainment.

The 152-member jury gave out 206 awards that saw entries from 254 organisations from across the country.

Comments

Write a Reply or Comment:

Your email address will not be published.*

Categories

  • Mobile