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<ul><li>Organized by Advertising Agencies Association of India (AAAI) &amp; The Advertising Club (TAC), the event will be held from 7th to 9th April, 2022.</li><li><keyword id="8989426" type="General" weightage="20" keywordseo="jaideep-gandhi" source="Orion">Jaideep Gandhi</keyword> has been elected as the Chairman for the <keyword id="135079" type="General" weightage="100" keywordseo="goafest" source="Orion">Goafest</keyword> 2022.</li><li><keyword id="1193084" type="General" weightage="20" keywordseo="rana-barua" source="Orion">Rana Barua</keyword> is the Chairman of the Awards Governing Council to the coveted <keyword id="138019" type="General" weightage="50" keywordseo="abby" source="Orion">ABBY</keyword>’s 2022.</li></ul>After a hiatus of 2 years due to the Covid-19 pandemic, Goafest is back for its 15th edition. The event that recognizes consummate industry talents is curated by Advertising Agencies Association of India &amp; The Advertising Club and is set to be held in Grand Hyatt, Goa from 7-9 April, 2022. The three-day grand event will be helmed by Jaideep Gandhi as the Chairman of the Goafest 2022 Organizing Committee. Rana Barua has been elected as Chairman of the Awards Governing Council for the renowned ABBY Awards 2022. Being organized from the last 50 years, ABBY Awards is a prestigious, one-of-its-kind ad award show which is attended by more than 1500 to 1800 professionals from the marketing, advertising, media, research and PR fraternity. Speaking about the 15th edition of Goafest, <keyword id="937472" type="General" weightage="20" keywordseo="anupriya-acharya" source="Orion">Anupriya Acharya</keyword>, President, AAAI, said, “Goafest is the definitive festival for the advertising, media and marketing industry in the sub-continent. This time the festival is coming after a gap of two years and so one can imagine the anticipation the industry professionals will have! We also expect a lot of first timers this time given a lot of new young talent has joined in these two years. Goafest 2022 will be a good platform to celebrate our industry’s resilience as well as the potential.” On Mr. Jaideep Gandhi’s appointment as the Chairman, she further added, “Jaideep is a seasoned industry professional with vast experience on Goafest. Certainly, it will translate into a delightful and engaging festival experience for all.” Speaking about the return of the prestigious event, Jaideep Gandhi, Chairman, Goafest Organising Committee, said, “It’s the illustrious return of Goafest 2022, with its 15th edition, where recognition, innovation, collaboration and celebration all happen under the same sky. Ensuring all safety protocols that’re necessary in a post-pandemic world, I believe it’s time for the industry to rediscover the power, joy and magic of connecting once again in the real world. I’m grateful to the previous Chairmen ‘Mr. <keyword id="1635027" type="General" weightage="20" keywordseo="nakul-chopra" source="Orion">Nakul Chopra</keyword>, Mr. Ashish Bhasin’ for the learnings I received from them and thankful to the President of AAAI - Ms. Anupriya Acharya for her continuous support and encouragement.” Ecstatic on the return of the premier event, <keyword id="274365" type="General" weightage="20" keywordseo="partha-sinha" source="Orion">Partha Sinha</keyword>, President, The Advertising Club and President, Times of India said, “The return of ABBY and Goafest not only mark the return of normalcy in the advertising, marketing and media landscape of India but it also underlines the reason for which most of like this profession – the celebration of excellence. The ABBYs is the highest honour in this country for excellence and we wanted to ensure that we bring the big one back with all its glory. We have used the hiatus to our advantage and the award will witness some big forward movements in this Goafest. Watch this space for more details.” On Mr. Rana Barua’s appointment as the Chairman, he added, “Rana has first-hand experiences of organising and winning both creative and media awards. His experience will be hugely beneficial as the Chairman of the Award Governing Council. It’s a complex job and we had to entrust the right person with that job.” Speaking about the forthcoming ABBY’s, Mr. Rana Barua, Group CEO, Havas Group India and Vice President, The Advertising Club and AGC Chairman, said, “After 2 extremely tough years for the industry, I am extremely happy to say that ABBY’s is back. ABBY’s has always been recognized as the best in creativity for our industry and winning Abby’s will continue to be an inspiration and motivation for the new generation of marketers, agencies and brand custodians. Since the period of entries will be from 16th February, 2019 to 15th February, 2021, I encourage all to come forward and celebrate their best work.” The Awards Governing Committee for ABBY’s Awards includes: Rana Barua, (AGC Chairman), Group CEO, Havas Group India Jaideep Gandhi, (Chairman – Goafest Organising Committee), Founder, Another Idea Partha Sinha, President, Times of India Shashi Sinha, CEO-India, IPG Mediabrands Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited Ajay Chandwani, Managing Committee Member, The Advertising Club Malcom Raphael, Senior Vice-President, Times Response Anupriya Acharya, CEO South Asia, Publicis Groupe Prasanth Kumar, CEO-South Asia, GroupM Media (India) Pvt. Ltd. <keyword id="32716" type="General" weightage="20" keywordseo="sam-balsara" source="Orion">Sam Balsara</keyword>, Chairman and Managing Director, Madison Communications Pvt. Ltd. Rohit Ohri, Group Chairman &amp; CEO, FCB Group India Hephzibah Pathak, Vice Chairperson &amp; Chief Client Officer India, Ogilvy &amp; Mather Pvt. Ltd. Presented by the Advertising Club and AAAI, the Goafest 2022 will once again see the entire advertising and marketing fraternity to come together in Goa from 7th to 9th April, 2022.

Goafest to be held in physical form between April 7-9

<ul><li>A few weeks after its launch, Amazon Prime Video offers a glimpse into the unique marketing strategy behind the recently launched Amazon Original Series <keyword id="9232238" type="UNKNOWN" weightage="20" keywordseo="paatal-lok">Paatal Lok</keyword>. </li><li>Gaurav Gandhi, Director and Country GM, Amazon Prime Video India shares tips on how to execute a large-scale marketing plan amid the lockdown.</li></ul>With a release during the nation-wide lockdown period, the digital streaming service faced various limitations to promote the show, including lack of outdoor campaigns. Below are excerpts by Gaurav Gandhi, Director and Country GM, Amazon Prime Video India on how these limitations were turned into opportunities. The Marketing Campaign Paatal Lok’s marketing campaign had three dimensions to it. The first was to bring the title to life ‘Paatal Lok’ – a word that derives itself from Indian mythology, and make it relevant &amp; contextual for audiences. We borrowed the concept of the three realms – Paatal Lok, Swarg lok, Dharti lok - layering them with present day context, to construct a relatable yet intriguing concept. Central to the campaign was the concept, story and the characters – and that really was the core of the campaign. ‘Haathiram’ , ‘Hathoda Tyagi’ , ‘Sanjeev Mehra’ were all powerful characters and we put them in the context of the three realms. The third element of the campaign was the unique visual language of the show which made it totally stand out. The unique thing about the phases of this campaign were that in addition to our efforts (of anticipation, launch and sustenance), the love for the show inspired a huge wave of ‘fan’ led marketing. In addition to the great critic and media reviews, the show created a pop culture moment of its own that saw fan-art to memes to other brand’s doing ‘moment marketing’ using the three realms – Paatal Lok, Swarg lok, Dharti lok. All of it further added to the show’s appeal and fandom. Change in marketing strategies with the absence of OOH and other outdoor medium With the growing popularity of the show, the distinctly different worlds of the show or the ‘Loks’ have become a pop cultural reference. This thought was seeded by the marketing team in early stages of the campaign along with a distinct visual identity. The campaign kicked off with an intriguing teaser, which was originally supposed to be filmed, but the team quickly pivoted to create an animated spot (given the lockdown), with Jaideep Ahlawat (Haathiram) lending his powerful voice to it We realised that given the lockdown the Media choices will be limited so the team decided to go even bigger on social and digital media (with support from TV). The campaign had a lot of hooks to engage &amp; build intrigue – a good example of this would be the a cryptic significance behind the time of the release of the trailer i.e. 11:34 am IST. The time, if read upside down, spells HELL (Paatlal) – and this was only revealed when we provided a preview of the trailer on the microsite 12 hours before its official release at 11:34 pm IST. The talent , creators and the team at Amazon Prime Video continued to build on the excitement for the customers using themes linked to the ‘Loks’, ‘visual language’ or now ‘iconic’ dialogues from the trailer right till the day of launch. 24 hours before the show’s launch, the creators, producers and talent of the show turned (upside down) their Twitter profile pictures to build the narrative of an upside down/inverted world. Moment Marketing Paatal Lok saw huge organic flow of memes which shows ‘fandom’ &amp; ‘love’ for the show and its characters. The format for the distinctly different realms of the show was introduced by us on the trailer launch day to contextualize the 3 loks, and once audiences got intrigued and connected with it, several brands took note of the same and tapped on it for their social communication thus further propelling it into a big pop cultural moment. Paatal Lok will join the thousands of TV shows and movies from Hollywood and Bollywood in the Prime Video catalogue. These include Indian-produced Amazon Original series such as Four More Shots Please, Paatal Lok, The Forgotten Army – Azaadi Ke Liye, The Family Man, Mirzapur, Inside Edge and Made In Heaven, as well as award-winning and critically- acclaimed global Amazon Original series like Tom Clancy’s Jack Ryan, The Boys, Hunters, Fleabag and The Marvelous Mrs. Maisel, all on Prime Video, which is available at no extra cost for Amazon Prime members. The service includes titles available in Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi and Bengali.

How Amazon Prime managed to make Paatal Lok talk of the town through its marketing strategy

<ul><li>After a hiatus of 2 years due to the Covid-19 pandemic, <keyword id="135079" type="General" weightage="100" keywordseo="goafest" source="Orion">Goafest</keyword> is back for its 15th edition.</li><li>Organized by <keyword id="137213" type="General" weightage="20" keywordseo="advertising-agencies-association-of-india" source="Orion">Advertising Agencies Association of India</keyword> (AAAI) &amp; The Advertising Club (TAC), the event will be held from 5th May to 7th May.</li></ul>Goafest Organizing Committee today announced the change in dates for <keyword id="12725462" type="General" weightage="20" keywordseo="goafest-2022" source="Orion">Goafest 2022</keyword>, postponing it from April 7th - 9th to the 5th- 7th May 2022. This change will also facilitate extra time for the prestigious ‘One Show’ which has collaborated with the <keyword id="137220" type="General" weightage="20" keywordseo="abbys" source="Orion">Abbys</keyword>. Also, with Omicron cases on the decline, the committee truly believes that agencies and organizations will be more enthusiastic to participate in this iconic festival after a gap of two years. On the rescheduling of dates, Goafest Chairman Jaideep Gandhi said “Ad Club joining hands with ‘One Show’ will truly take the Abbys - India’s premier and longstanding tradition of creative excellence, to the world. However, keeping in mind the ongoing pandemic situation, we believe the celebration of this unique, game-changing partnership would be better experienced with the 15th edition of Goafest scheduled in May, 2022. After all, a celebration of creativity and innovation gets even better when the world around us is safer.” Speaking on the tie-up, <keyword id="937472" type="General" weightage="20" keywordseo="anupriya-acharya" source="Orion">Anupriya Acharya</keyword>, President, Advertising Agencies Association of India said “I would like to congratulate <keyword id="322477" type="General" weightage="20" keywordseo="ad-club" source="Orion">Ad Club</keyword> for the tie-up with ‘One Show’. The One Show is one of the most reputed advertising shows globally and further adds to the significance and the excitement around the festival that is returning after two long, eventful years. And similarly, the 2022 edition of Goafest provides a perfect platform for the redefined Abbys. There is much for everyone to come together and share at the festival.” Goafest is the definitive annual festival for the advertising, marketing and media industry - it attracts over 2000 people from across India. At the heart of this unique festival is an eclectic platter of knowledge, recognition, networking and of course, celebration that makes each day at this 3-days event a remarkable experience.

Goafest to now be held between May 05-07 in a physical form

<ul><li><keyword id="4722871" type="General" weightage="20" keywordseo="megha-tata" source="Orion">Megha Tata</keyword> to continue her second term as IAA's President. </li><li>Pradeep Dwivedi (Group CEO &amp; Executive Director, Eros International Media Ltd) was elected Vice President. </li></ul>Megha Tata, Managing Director – South Asia, Discovery Communications India was unanimously elected President of the <keyword id="12167505" type="General" weightage="20" keywordseo="India-Chapter-of-the-International-Advertising" source="Orion">India Chapter of the International Advertising</keyword> Association (IAA) for the second term at its AGM held on 24th September 2021 in Mumbai. Pradeep Dwivedi (Group CEO &amp; Executive Director, Eros International Media Ltd) was elected Vice President and the other office bearers include Nandini Dias (Chief Executive Officer, Lodestar UM) as Hon. Secretary, Abhishek Karnani, Director-The Free Press Journal as Hon. Treasurer. Punit Goenka, Managing Director &amp; CEO, Zee Entertainment Enterprises Ltd will continue to guide the new team as Immediate Past President. The Members of the Managing Committee elected include Jaideep Gandhi (Founder -Another Idea), Anant Goenka (Executive Director The Indian Express (P) Ltd), Avinash Pandey (CEO, ABP Network), Janak Sarda (Managing Director, Deshdoot Media Group) and Prasanth Kumar (CEO-South Asia GroupM- A WPP Company). The co-opted members are Rana Barua (CEO, Havas Group India), Ashish Bhasin (CEO, APAC and Chairman India, Dentsu Aegis Network), Rajiv Kental (President – Marketing Amar Ujala Publications Ltd), Rani Reddy (Director, Indira Television Ltd) &amp; Srinivasan K Swamy (Chairman R K SWAMY Hansa &amp; IAA Presidents' Council and Immediate Past Chairman &amp; World President, IAA Global) The members invited to the Managing Committee will be shortly announced. Speaking on her second term as the <keyword id="12167504" type="General" weightage="20" keywordseo="president-of-iaa" source="Orion">President of IAA</keyword>, Ms. Tata said, “It is an honour and a privilege to be leading the India Chapter of IAA for the second term. Along with the wonderful Mancom I hope to continue to strengthen the India chapter and help build a strong ecosystem for the common good of the industry. Inspite of a challenging year we did many successful events and am sure the coming year will be even bigger and better!”

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Goafest to be held in physical form between April 7-9

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How Amazon Prime managed to make Paatal Lok talk of the town through its marketing strategy

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Goafest to now be held between May 05-07 in a physical form

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The India Chapter of the International Advertising Association elects Megha Tata as its President for a second term

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