With energy, imagination, and inspiration in full swing, Goafest 2025 roared to life on Day 1, setting the stage for three days of transformative conversation, creativity, and celebration. Hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the 18th edition of India’s premier festival of advertising and media launched with a bold theme: “Ignite ___.” This open-ended call served as a catalyst to challenge convention, reimagine storytelling, and push the frontiers of business, creativity, and technology.
The festivities began with a symbolic champagne-popping celebration and a high-voltage performance by music icon Mika Singh. The ‘IGNITE THE JOSH’ session—presented by Amazon MX Player and powered by Mediakart—fired up the audience, blending energy and entertainment. As the ceremonial lamp was lit by members of the organising committee, Prasanth Kumar, President of AAAI and CEO of GroupM South Asia, addressed attendees, marking both the festival’s continued relevance and its fourth consecutive year of collaboration between The ABBY Awards and One Show.
But beyond the fanfare, Day 1 was packed with insights and thought leadership that called upon the industry to embrace change, adapt fast, and lead with authenticity.
The Human Advantage in a Tech-First World
Kicking off the knowledge sessions was ‘IGNITE THE HUMAN’, presented by SET India and SAB TV. In a keynote titled ‘Staying Relevant in an Age of Machines,’ author and Publicis Groupe Senior Advisor Rishad Tobaccowala offered a sweeping perspective on the evolving relationship between AI, business, and human creativity.
Tobaccowala described AI as “underhyped,” likening its potential impact to that of electricity—ubiquitous and essential, but not a source of differentiation. “The true differentiator,” he said, “will be HI—Human Ingenuity, Intuition, Inspiration, and Inventiveness.” Emphasizing the vanishing cost of computation, distribution, and knowledge, he urged companies to continually reinvent themselves. “Scale can become a liability in times of rapid change,” he warned, calling on agencies to embrace AI not merely for efficiency, but to reimagine storytelling and redefine business models.
For marketers, he had a bold message: “Stop benchmarking within your industry. Disruption usually comes from the outside. Invest your best people in building what may replace your business tomorrow.” On organizational change, Tobaccowala stressed empathy and clarity. “Explain the change in terms of employee benefits, not just shareholder value,” he advised.
His guidance for emerging professionals was equally resonant: “Think long-term. It’s a 50-year career. Choose the right boss, not just the right job.” He also predicted India’s rise as a global creative and technological force, stating, “India is central to the future.”
Kareena Kapoor Khan on Mindset, Authenticity & Reinvention
Next came an engaging ‘IGNITE CONVERSATIONS’ session presented by Amazon MX Player and powered by Times Network. Bollywood icon Kareena Kapoor Khan took the spotlight in a candid fireside chat with celebrity host Atika Farooqi. Titled ‘Main Apni Favourite Hoon: Not Just a Line. A Mindset,’ the session explored the deeper meaning behind the phrase that defined Kareena’s screen persona—and her life philosophy.
“Self-love is not vanity—it’s foundation,” Kareena said, crediting her career longevity to embracing authenticity and evolving with purpose. She challenged outdated stereotypes, especially around women in cinema. “I’ve done some of my best work after becoming a mother. That idea of actresses fading post-marriage is long gone,” she asserted.
Kapoor also reflected on the changing face of cinema, the grounding values passed down by her family, and the importance of reinvention in an industry that often thrives on reinvention itself. Her message was clear: embrace who you are, evolve deliberately, and never be afraid to be your own biggest cheerleader.
Building for Gen Z: What It Takes to Win the Most Watched Generation
The final session of the day, ‘IGNITE THE Z FACTOR’, was an insightful panel discussion titled ‘Swipe Right for Relevance: Building Brands Gen Z Cares About’. Powered by Whisper World in association with Eenadu, it brought together Amarjit Singh Batra (Managing Director, Spotify India), Geetika Mehta (Managing Director, Nivea India), and Vikram Mehra (Managing Director, Saregama India), moderated by journalist Anuradha Sen Gupta.
The session unpacked the complex psyche and powerful influence of Gen Z—a generation that is digitally native, values-driven, and relentlessly discerning.
“Gen Z is core to Spotify,” said Batra, pointing out that over half of Spotify India’s users are under 25. “They’re not just users—they’re future employees and creators. Authenticity and experience matter most to them. And when they believe in you, their loyalty is fierce.”
Geetika Mehta echoed this sentiment, highlighting Gen Z’s sharp radar for inauthenticity. “They’re not distracted—they’re discerning. They demand brands to reflect their values. Sustainability, purpose, and transparency are must-haves now,” she said, noting that staying relevant requires brands to unlearn old playbooks and adopt new codes of engagement.
Vikram Mehra took a different angle, observing the shift from celebrity-driven influence to micro-influencers and grassroots storytelling. “For Gen Z, life is the screen. Our job is to empower young creators and let go of legacy thinking,” he said. “This generation sees through gimmicks. You have to speak their language—honestly and natively.”
