The curtain has drawn on **Goafest 2025**, marking the end of three exhilarating days filled with **inspiring ideas** and engaging **industry dialogue**. This year’s festival spotlighted crucial discussions, cutting-edge insights, and interactive sessions that ignited innovation across the marketing spectrum.
Building a Safer, Smarter Media Ecosystem
The second half of Day 3 launched with an eye-opening session: **‘Building a Safer, Smarter, Cleaner Media Ecosystem’**, powered by Sync Media and themed **IGNITE TRUST**. **Tejas Apte**, Head of Media and Digital Marketing at Hindustan Unilever Limited, emphasized the urgent need for **transparency** and **safety** in digital media. Moderated by **Shibani Gharat** of CNBC-TV18, the discussion delved into pivotal challenges like ad fraud and data misuse—issues that threaten **trust** and **ROI** in the ever-evolving digital landscape.
Apte astutely noted that **up to 30% of digital impressions could be fraudulent**, underscoring significant business inefficiencies. He advocated for a balanced approach to digital marketing, akin to the legacy media model, and highlighted the **ISA’s four-pillar media charter** as a pathway to remediate these issues. Collaborations with giants like Google and Meta have paved the way for establishing benchmarks that connect initial engagement metrics to tangible business outcomes.
Cultural Marketing: A Winning Strategy
Case Study on Pulse Candy
Following the media session, the **Gyaan Podium – The ADAN** hosted a riveting seminar titled **‘Cultural Marketing can be a Winner: Pulse Candy a Case Study’** featuring **Rajeev Jain**, Sr. Vice President of Corporate Marketing at DS Group. Jain illuminated the power of cultural insight in propelling brand success, quoting business strategist C.K. Prahalad: “While it is true that multinationals will change emerging markets forever, the reverse is also true.” His analysis of the **Pulse Candy** saga showcased how deep cultural alignment disrupted the confectionery landscape in India, spurring a viral wave of user-generated content.
The Bridge Between Tradition and Modernity
After two years of meticulous research, the brand introduced a center-filled candy that resonated with Indian tastes—captivating not only kids but also adults, leading to endorsements from celebrities like **Disha Patani**. This strategic alignment with cultural realities underscores how brands can thrive by harmonizing local relevance with global insights.
Embracing Sustainability in Business
The **Sustainability Discussion: The Business Costs of a Warming World** session spotlighted **Karuna Singh**, Regional Director for Asia, and **Debapriya Dutt**, Project Director for South and Southeast Asia at **EARTHDAY.ORG**. They made a passionate discourse advocating for climate responsibility among businesses, emphasizing the global unification of over **1 billion people** for environmental awareness. This year’s theme, **‘Our Power, Our Planet’**, resonated deeply within the business community.
A Call to Action
Highlighting India’s strides in renewable energy, Singh warned of the escalating costs of climate inaction for businesses. Dutt passionately noted that Goafest 2025 pledged to plant a sapling for every delegate registered—part of EARTHDAY.ORG’s initiative that has already facilitated the planting of over **3 million saplings** globally. She inspired attendees with a powerful quote from Martin Luther: “Even if I knew that tomorrow the world would go to pieces, I would still plant my apple tree.”
Navigating Burnout in Creative Spaces
An engaging discussion titled **‘The Burnout Cure for Creative Brains’** brought **Luke Coutinho**, an expert in Holistic Nutrition and Integrative Medicine, to the stage. In conversation with **Babita Baruah**, CEO of VML India, they explored the nuances of burnout—particularly in creative professions—and emphasized emotional wellness and nutrition as vital components of maintaining creativity.
The Pursuit of Balance
Coutinho encouraged attendees to challenge the hustle culture by prioritizing purposeful activity over mere busyness. He recommended practices such as gratitude, breathwork, and digital detox, while also urging employers to foster **psychologically safe environments**—a crucial aspect as Gen Z and millennials increasingly demand mental health accountability in the workplace.
Crafting Meaningful Brand Moments
The session **‘Beyond the 20 Second Ad Window – Crafting Meaningful Brand Moments in the Attention Economy’**, sponsored by **Amazon MX Player**, gathered an esteemed panel of industry leaders. **Kanika Anand** from Airtel, **Rashmi Sehgal** from Zenith, and **Ajay Mehta** from GroupM shared their insights, moderated by **Yash Chopra** of Amazon Ads.
The Evolving Landscape of Content Marketing
Anand highlighted the importance of **relevance** in today’s fragmented media landscape, while Sehgal reinforced the need for content that is both contextually rich and strategically placed. Their collective insights pointed towards an evolving need for brands to craft contextually relevant experiences that resonate with diverse audiences.
Celebrating Artistic Authenticity in Acting
The Heart of Performance
The dialogue served as a poignant reminder that true artistry transcends formulaic approaches—it’s about presenting authentic human experiences with **truth**, **presence**, and **fearlessness**.
Grand Finale: A Celebration of Talent
The **Grand Finale of Advertising Rocks** showcased an electrifying display of talent, crowning **Raghav Garg** as the winner and **Shetanshu Dixit** as runner-up in the Indian solo category. The festival also highlighted the inaugural **Advertising Plays**, marking a successful collaboration between creativity and competition.
Capping off the event, **Mediakart** presented the **ABBY Awards 2025**, honoring excellence across various categories, from **Video Craft** to **Diversity and Inclusion**. This culmination of talent and creativity reinforces the vibrant spirit of Goafest.
As we look back on these three electrifying days, **Goafest 2025** has undeniably set a high benchmark for future events, reinforcing the critical intersection of creativity, culture, and technological advancement in the ever-evolving landscape of marketing.
Read also: Igniting Creativity: Day 2 Highlights from Goafest 2025
Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives
