By Meghna Sharma
In the world of media and advertising, awards go hand-in-hand with controversies. The upcoming Goafest is no exception – the annual festival to celebrate creativity in South Asia has been in the news for the wrong reasons. First, one of the biggies and main winners at the fest – Ogilvy and Mather – decided to stay away from the Creative Abby. Then, the entry of a controversial scam ad by JWT for their client Ford India led to heads rolling and shock waves across the industry.
But turning to the positives, of which there are many, Goafest among other things offers many, especially youngsters in the industry, the opportunity to showcase their talent and learn from each other.
In the light (and shade) of this, MxMIndia asked industry players what they feel about the festival, what they are looking forward to, and who they think should win.
KS Chakravarthy, NCD, Draftfcb Ulka
It’s an open field this year as there is no frontrunner or contender this year. All of the campaigns so far are good and deserve an equal chance of winning. There has been a good amount of work done by various agencies and it would be great to see it together. Also, to hear what the speakers have to share with others is always an interesting part of the event.
Naresh Gupta, managing partner, Bang In The Middle
I don’t have a favourite. This year hasn’t seen one landmark campaign that is the favourite. I would like to see a lot of challenger brands’ work to win. I would like to see more real work. Work that is mainstream. Work that the brands did to solve a marketing problem. I would also like to see greater integration of real and digital world.
Anil Kakar, Founder/Chief Creative Officer, Gasoline
As always, I am hoping to see the finest our industry has to offer. This year, in particular, I expect to see surprising work, especially in terms of craft. It’s good to see that we’ve been raising the bar in terms of execution, year after year and I am hoping this year will be no different. Among the few pieces that I can remember, I think the print campaign for Varuna D Jani is brilliant in terms of execution. The Morphy Richards commercial is another exceptional piece of work, worthy of a metal.
Ashish Khazanchi, NCD, Publicis Ambience
I’m sure the conversations, this year, are going to focus mainly on the controversies. However, apart from that, I’m going forward to the work and new talent. Also, with Ogilvy stepping out of it, it is difficult to say who’ll be a clear-cut winner unlike the previous years where some of the work done by the agency has won various awards. We expect to do well and of course there is Leo Burnett and McCann which have good work to their credit.
Vivek Srivastava, Jt MD, Innocean Worldwide
It’s a platform to interact and observe. There should be some interesting seminars. The Goafest committee has worked rather hard to get an interesting line up of speakers. And the Industry Conclave is being done in a manner which makes the business leaders deliberate and argue about issues that are affecting our businesses in the immediate term. I am surely looking forward to these. Our agency Innocean has had some shortlists. I would be happy to see those win for sure. In my view campaigns that genuinely impact consumer behaviour, make an impact on the brands’ future and ensure their relevance in this dynamic are the ones that deserve to win.