The Hindu Business Line : GoaFest '08 to have Afro-Asian flavour

Chennai March 21 Even as the Advertising Agencies Association of India (AAAI) is racing towards its schedule of GoaFest' 07, to be held in Goa over April 20 and 21, it is looking ahead at next year's edition to make it Afro-Asian in character.

Mr Srinivasan K. Swamy, Chairman and Managing Director, R.K. Swamy BBDO Pvt Ltd and President, AAAI, said that while the focus was on raising overall standards in the industry, the agency body also wanted to make it an international festival eventually.

The first edition of GoaFest, held last year, moved away from the one evening awards show that the AAAI was hosting earlier and decided to take on a festival format which fostered people interaction, helped them network and gave the younger agency employees something to take away. Creative and media awards would be only one prong of the show.

To be held on a beach in South Goa, the agency body has worked out a multi-crore rupee budget to create exhibition halls and conference centres bang on the beach, which will meld seamlessly into a party venue come night fall. Water sports too will be arranged for the delegates who want to venture out in the sea.

Thought leaders

This year's Fest, Mr Swamy explained to Business Line, would begin with a conclave of thought leaders from the corporate and media world who would address the participants. There would also be a few speakers from top media networks abroad who will address through a conference hook-up. The theme of this conclave would be `15 to 50': The Next Big Leap, connoting how the industry could grow from the Rs 15,000 crore size it is now at to Rs 50,000 crore. "This is a directional statement," indicated Mr Swamy.

Mr Swamy is gung-ho that this year's participation would swell to 2,000 from last year's 1,200 people. This year too, he expects at least 800 under-30s agency or media network employees to participate in the GoaFest, from the 500 who came last year. Last year, around 132 agencies took part in the Fest.

Special package

The Fest has a special package for the under-30s: for a sum of Rs 5,400 they get their boarding and lodging and entry to all events and entertainment. Their organisations have to bear the cost of travel as well. Commenting on the emphasis on young people, Mr Swamy said that it was the younger ones who need to understand the industry and if it was going to cost more only the seniors would come. "If younger people are looking at advertising seriously as a career they need to network as well as celebrate excellence in advertising," said Mr Swamy. The GoaFest is expected to provide that thought leadership for the youth, with fun and games thrown in as well.

While the thought leaders conclave will take place on April 19, the inauguration will take place in the afternoon of April 20. The awards ceremony for creative and media will be split over two days.