After the economic downturn set off speculation in the ad fraternity about the possibility of this year's Goafest being quashed, news comes that India's biggest advertising carnival is very much on.

On Wednesday, the Advertising Agencies Association of India (AAAI) and the Ad Club Bombay announced the annual advertising and media industry jamboree — which attracts close to 3,000 attendees — will be held between 2-4 April at Cavelossim Beach, Goa.

Doubts over the participation of O&M and McCann Erickson have been quelled, with both creative powerhouses deciding to send in entries. How many delegates will participate is still undecided due to financial pressures.

Lowe India has still not confirmed its participation or delegate presence for the festival.

Goafest committee members showed concern over lack of participation — especially O&M's plan to opt out — but maintained that the show must go on, even if some agencies decided to stay away for a variety of reasons, ranging from lack of faith in the judging process or obvious financial reasons.

Colvyn Harris, chairman, Goafest 2009, maintained his pitch to woo agencies, saying, "Goafest provides an unparalleled platform for the Indian advertising industry to celebrate our work and people… This year, the focus will be on knowledge and learning seminars and we have some internationally famous legends from the global advertising world speaking at the three-day festival."

The committee has roped in the chairmen of global agencies as speakers. Some of these names include Sir John Hegarty (BBH), Bob Scarpelli (DDB) and Jean-Marie Dru (TBWA). More names will be added to the list in the coming days, committee members said.

Also, the participation fees this year have been reduced. Delegates under 30 years of age — limited to 1,000 people — will pay Rs 4,500, while fees for the over 30s will be Rs 9,000.

The price of each participating entry will be Rs 2,000. Agencies will, however, have to incur the cost of lodging and boarding for delegates — a cost, several would prefer to avoid in the current downturn.

"I've still not decided whether we'll end up sending our entries or not," said the chairman of a leading advertising agency, which came back with a bagful of awards last year. "We have some good work to showcase, which may eventually be sent, but sending delegates for the event is something that I'm in two minds about. Given the nature and merit of the event, everybody in my agency would like to attend. But there's only so many I can send," the person said.

The promotional campaign for this year's fest was created by JWT — the team included Tista Sen, Kainaz Karmakar, Harshad Rajadhyaksha, Pallavi Chakravarti, Shashank Jha and Sameer Kulavoor.

How it’ll play out

Similar to the format adopted last year, the festival will begin with the Industry Leadership Conclave wherein admen and marketers discuss issues facing the industry and chart a way by which marketing and advertising can play a role in this current market slowdown

The Knowledge and Learning Seminars will see Indian and foreign speakers take over

The Media Abbys to be held on April 3 will see media agencies vying for the best media campaign award

The Creative Abbys to be held on April 4 will honour work in the fields of print, film, radio, outdoor and integrated advertising 

Arcopol Chaudhuri/ DNA-Daily News & Analysis Source: 3D Syndication