Highlights of Day 3
Mumbai: Day 3 of Goafest 2025 ignited with energy as the curtains drew open, promising yet another day of inspiration, knowledge sharing, creativity, and innovation. The day began with a supercharged performance by Indian playback singer, Javed Ali, under the theme IGNITE HUNGAMA presented by Mahindra Auto & Mahindra Electric Origin SUV’s in association with Bingo!.
After the captivating performance, attendees were treated to a keynote address by Youri Guerassimov, Chief Creative Officer and CEO, Marcel France on ‘Creativity That Dares to Disrupt’. The keynote was presented by YouTube under the theme IGNITE BRAVERY.
Youri urged brands to embrace discomfort and push boundaries. He emphasized that with consumers bombarded by over 6,000 ads daily, visibility alone no longer cuts it—what truly matters is courage. Drawing from data, Guerassimov highlighted that 86% of consumers expect brands to take a stand on social or environmental issues, and 66% would switch allegiance if companies remain silent.
Citing bold campaigns like Nike’s Colin Kaepernick ad and Volvo’s safety innovation, he showed how bravery—whether activist, strategic, or design-led—sets brands apart. From McDonald’s minimalist billboard to Marcel’s ‘Inglorious Fruits and Vegetables’ turning an in-store idea into a movement, he illustrated that real impact often stems from simplicity and intent. Guerassimov concluded that bravery isn’t about budgets—it’s a mindset. In advertising, ‘being a little uncomfortable’ often signals you are on the right path. Fear, he said, is temporary; regret lasts far longer.
Following this, day 3’s standout session ‘How AI is Rewriting the Language of Visual Storytelling’ featured a keynote by Vivek Anchalia, Founder & CEO, Amazing Indian Stories, followed by a fireside chat with Lulu Raghavan, President, APAC Landor. The session was presented by Network18, under the theme, IGNITE THE FRAME, in association with Rajasthan Patrika.
Vivek emphasized how AI is transforming the creative production process—replacing traditional animatics with high-fidelity AI-generated spec ads and reducing production time through tools like Integrated Production Modules. He emphasized that AI has slashed costs by eliminating the need for large crews, physical locations, and heavy equipment, enabling brands to produce multiple campaigns with ease. AI, he said, thrives in creating fashion mood films and montage-style visuals—ideal for brand storytelling. His upcoming AI-powered film Naisha, with only the music composed by humans, stands as a proof-of-concept for full-length AI-driven narratives, complete with AI-generated drone shots replicating locations like Uttarakhand.
Further, in the fireside conversation, Anchalia noted that while AI reduces costs, skilled AI artists still command premium fees based on expertise. Agencies remain vital, not just for execution but for cultural insight, brand strategy, and storytelling. AI enhances pitching with better visualisation and data, but human insight and brand understanding remain irreplaceable. On sound, he acknowledged AI’s limitations—effective for generic effects but not emotional depth, where human composers are still essential. He stressed that AI can’t replicate a filmmaker’s unique rhythm and voice. Anchalia encouraged creatives to self-learn AI through online communities rather than relying solely on formal education. Lulu closed the session by stating that AI remains underhyped—those who master its storytelling potential early will lead the next creative wave.
In the meantime, at the Bioscope – The Cinema, a diverse line-up of ‘What Ignited the Jury Room?’ sessions reflected on the entries that resonated deeply with the jury, crediting bold storytelling and fresh creative lenses that sparked meaningful conversations. Anupama Ramaswamy, Chief Creative Officer and Joint Managing Director, Havas Creative India emphasised that what truly stood out to the jury were not just the causes, but the strength of the creative ideas, proving that creativity remains a potent catalyst for social change. Next, Raj Kamble, Founder & CCO, Famous Innovations offered an unfiltered look into the jury room chaos, urging creatives to treat case studies as ads themselves. Kamble encouraged breaking traditional formats if the story demands it and stressed showcasing real impact, not just communication. Thereafter, Senthil Kumar, Chief Creative Officer, VML India shared key insights, spotlighting standout ad films. He stressed that a truly impactful film is one you would want to watch again. The finale session was conducted by Youri Guerassimov, Chief Creative Officer and CEO, Marcel France.He offered sharp insights into what set winning entries apart. “Creativity is everything,” he stated. Guerassimov stressed the importance of maintaining creative consistency across platforms.
Adding a deeply personal and inspiring touch to Day 3, Bipin Pandit, COO, The Advertising Club launched his book, presented by Amazon MX Player and powered by Mediakart. The book is a culmination of Bipin’s extraordinary journey. “I had written a LinkedIn post about my journey, and it struck a chord. Soon after, President Rana Barua called and said, ‘This story needs to be a book—and we’ll launch it at Goafest 2025.’ He even set me a one-year deadline!”, shared Pandit.
The book features a foreword by Padma Shri Piyush Pandey and a special article by Padma Shri Prasoon Joshi, making it a collector’s delight. The cover was designed by renowned creative director Vikram Gaikwad, with photography by Himanshu Mestry, printing by Devendra of Mediaedge, and full support from Pandit’s AdClub team. A dedicated microsite, www.bipinpandit.com has been created for those wishing to purchase the book, and a display unit has been set up at the Walk of Work area at Cascade.
The first half of Day 3 also witnessed an engaging masterclass by Gowthaman Ragothaman on Data, Privacy, and Intelligence by Saptharushi. This was followed by Vijay Singh’s captivating masterclass on GAME COMMERCE by Trophee. Thereafter, Nick Eagleton of D&AD addressed the attendees with a masterclass onIdeas Unlocked: Setting Creativity Free. Next, Flipkart Ads held a masterclass onStay Ahead: Decode Flipkart Ads’ Latest Innovations & Product Launches presented by Sana Shaikh. Amogh Dusad of Amazon MX Player enlightened the attendees with an intriguing masterclass on Seamless Storytelling: The Art of Brand Integration that Truly Connects.The first half of the day also witnessed a masterclass from Market Research Society of India (MRSI) led by Krishnendu Dutta & Vara Prasad on Update your understanding on Insights in the age of AI.
Lunch for day 3 was presented by Vijayavani.
