Goafest, India's premier advertising awards and event, started 18 years ago in 2006 with a budget of just Rs 1.70 crore. Today, it is hard to imagine holding even one of the three days with this amount. Despite inflation, Goafest has remained a key event in the Indian advertising calendar.

Hosting Goafest

Goafest is hosted by the Advertising Agencies Association of India (AAAI) and The Ad Club. It is an annual meet-up that every ad professional should attend at least once in their career. But how did it all begin?

The Origin Story

The first Goafest was held in 2006, driven by SK Swamy, then president of AAAI. At that time, AAAI awards were not considered the most prestigious in India. SK Swamy wanted to elevate the status of these awards. The AAAI awards were competing with The Abbys and CAG awards.

SK Swamy's Vision

SK Swamy, chairman and managing director of R K Swamy, said, “I was elected president of AAAI in 2004. At that time, the AAAI Awards were notable but not considered the most prestigious. As president, I aimed to elevate the status of these awards. We believed that to achieve this, we needed to revamp the awards process and create a new standard of excellence.”

Choosing Goa

The AAAI decided to transform the awards ceremony into a major event, choosing Goa as the location. “We chose Goa for its proximity to Mumbai and its connection to other cities. Also, there is a romantic vibe to the city – everyone wants to be in Goa,” said Swamy.

The First Event

The first event turned into a three-day festival combining awards, knowledge sessions, seminars, and entertainment. It was held on the beaches near Hyatt Regency. To encourage participation from young professionals, they offered a special package for Rs 4,500, including flight tickets, accommodation for two nights, food, and drinks. Senior professionals paid Rs 9,000, covering travel and stay expenses.

Growing Popularity

In its first year, Goafest attracted over 1,000 delegates and saw robust participation from various agencies. Star also got onboard as the title sponsor, paying Rs 50 lacs.

Collaboration with The Ad Club

Ramesh Narayan, former president of The Ad Club, recalls visiting Goa with SK Swamy and Arvind Sharma, former Goafest chairman, to plan the event. They met then CM Pratapsingh Rane and secured funding of Rs 10-15 lacs.

Integration of Abby Awards

Initially, The Ad Club stayed away from Goafest, but in 2008, they integrated the Abby Awards into the event. The Ad Club appointed the jury and judged the awards, which were then presented at Goafest. This collaboration has been successful, with both organizations working together harmoniously.

The Present Day

Now in its 17th edition, Goafest is taking place in Mumbai this year from May 29 to 31. This year, 50 brands and platforms, including Tata Motors, Mondelez, ITC Foods, Britannia, Guinness World Records, NoBroker, MakeMyTrip, ShareChat, Sony Liv, Flipkart Ads, Amazon Ads, Spotify, MiQ, The Trade Desk, and Whisper Media, have partnered with Goafest. It is co-presented by Snapchat along with WhatsApp as the ‘Technology Partner’ and Hindustan Times as the ‘Digital Partner’.