Goafest 2025 kicks off with focus on AI, gen-Z, and human ingenuity

The 18th edition of Goafest opened in Goa with a mix of high-energy performances and incisive discussions, as marketing, media, and business leaders gathered to explore the theme of ‘Ignite.’ Hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the event began with a champagne ceremony and a performance by Mika Singh, followed by a keynote that framed the day’s central question – how does the industry stay ahead in an era of rapid technological change?  

Rishad Tobaccowala, author and senior advisor to Publicis Groupe, set the tone with a session titled ‘Staying relevant in an age of machines.’ He argued that while AI will become as ubiquitous as electricity, true differentiation will come from human ingenuity. “The cost of knowledge and distribution is nearing zero, making reinvention non-negotiable,” he said. Tobaccowala urged businesses to look beyond industry benchmarks, warning that disruption often comes from outside traditional sectors. He also stressed the need for leaders to mentor rather than dictate, advising young professionals to prioritise long-term growth over immediate job perks. 

The conversation shifted to branding with actress Kareena Kapoor Khan, who discussed authenticity and self-belief in a fireside chat. Reflecting on her career, she dismissed outdated notions about actresses fading post-motherhood, emphasising reinvention as key to longevity. “Self-love isn’t vanity—it’s the foundation of resilience,” she said.

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A panel on Gen Z’s influence featured Spotify India’s Amarjit Singh Batra, Nivea India’s Geetika Mehta, and Saregama India’s Vikram Mehra. They agreed that the generation values authenticity, sustainability, and mental health, with Batra noting that over half of Spotify’s users are under 25. Mehra highlighted the need for brands to cede creative control to younger teams, while Mehta stressed direct engagement through campus outreach. 

Prasanth Kumar of AAAI framed Goafest as a platform for actionable change, with over 60 speakers and 35 sessions planned. The ABBY Awards, now in their fourth year of collaboration with The One Show, received 4,076 entries, signalling strong industry participation. 

The day closed with a sundowner and the Publisher & Media Abby Awards, leaving delegates to reflect on a blend of foresight and practicality that will likely define the rest of the festival.