What's the big idea?

IN CONVERSATION

After lying low for years, the Advertising Agencies Association of India (AAAI, spoken as "3As of I"), is back in public view with its recent Goafest. Arvind Sharma, chairman of this industry body and also the chief of Leo Burnett in India, explains the festival's big idea to Business Standard.

What is the rationale of having a Goa Festival in the first place? What does it aim to achieve?

In the last decade, advertising has moved on from awards nights. There has been growing realisation that awards, though a good step, are merely a first step.

Apart from honouring individuals who have done good work, festivals can achieve many other objectives crucial to the industry's progress: such as active interaction between advertising greats and mid and young industry talent "" that represents the future of the industry "" on a variety of issues.

For instance, "What is a 'Big Idea'?", "Role of craft in advertising excellence", and "Where the industry is going" among dozens of new questions that need to be answered. They also serve as a platform for industry leaders "" clients, agencies and media "" to get together and find common solutions to the challenges facing the advertising industry.

What's the vision of the festival? What would you like it to be?

A festival that will showcase creative excellence. That will take pride in our 5,000-year-old civilization and its cultural richness and subtleties "" subtleties that we ourselves find difficult to fully grasp and appreciate.

A show that over time will attract international practitioners from all over the world to gain an appreciation of Indian advertising that is very unique "" like Thai advertising.

But before that, a festival that will be truly national in character. It will draw people from everywhere. A festival where awards will be judged by a jury not just from Mumbai but the best creative minds in the country irrespective of where they may be based.

A festival which will become a platform for advertising people to get together and discuss advertising issues. A festival that will be a lighthouse for young people of India seeking to make their name and fame in the business of advertising.

How well has it gone so far?

The industry's response to Goafest 2006 has been amazing. We were expecting about 500 people for the event in the first year, we got over 1,350 delegates.

What changes will be incorporated next year?

After the success of Goafest 2006, some people are pushing for making it a regional and global award next year.

Our feedback is that the combination of ever-growing global business interest in India, the quality of Indian talent and the appeal of Goa as a location, is an irresistible cocktail.