We hope digital could translate into more benefits to clients: Ajay Chandwani

24 Apr,2012

Ajay Chandwani, Director, Percept talks ton MxM India on what shone and clicked at Goafest 2012 and spells out his expectations for 2013.


What were the key takeaways from Goafest 2012?

Even though I may have missed some of the sessions at Goafest 2012 since I wasn’t there at that time, however, I was told the sessions were very impactful and that it had covered every length and breadth of the subjects. I was also told how the 3D’s i.e. Design, Direct, and Digital stole the limelight at the day one of Goafest 2012 awards. In fact, it is no longer just the media awards, but the day one awards cover the media and the 3D’s, so I am happy that it has reached that point. Besides, I also found Professor John Philip Jones’ session very interesting and insightful.


On the emphasis given to digital this Goafest:

Digital is certainly the flavour of the day, may be flavour of the year or the last few years. If you look at most of the seminars, digital has been the talking point, it is because digital is a new medium, it is an evolving medium and it is very fashionable these days to talk about digital. We are hoping that it could translate into more benefits to the clients because today it is still a television and print led economy as far as advertising is concerned. Ironically, not more than 3 or 4 per cent of clients’ money is actually going to digital. So I am hoping that this would change, I am also hoping that through these seminars it will enlarge the digital complementary, it will create interest in the mainstream creative people to enter digital and when this happens then the medium will expand.


Has there been an improvement in digital creatives over the years?

Yes, there has definitely been an improvement in the digital creative which was not so until two years ago because it was a new medium, it is still not attracting the top talent of, say, the mainstream creative, but when this happens, only then we will see the real growth of digital happening in India. However, the fact that we won a grand prix in digital in itself is a very good trend.


Expectations from Goafest 2013…

We expect Goafest 2013 to be even better and even brighter and smarter in terms of selection and more participation from companies is also expected.


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