'Adapt or die': Industry's take on Goafest 2024 theme

The rise of digital media and artificial intelligence (AI) has made it imperative for the world of marketing to match up with its pace and dynamism. The impact of tech on the end-to-end functioning of the business systems across the world has evidently become immense and inevitable. ‘Change’ is the buzz word and brands are going all guns to grab top-of-the-mind recall of the consumers who are constantly bombarded with choices.

South Asia's prominent advertising festival, Goafest, took place in Mumbai this year with ‘The age of adaptability’ as its theme, reflecting on the change, consumer and choice in a fast-moving marketing environment dominated by technology. Attended by top marketing voices of India, the three-day festival underlined the urgent need for brands to “adapt or die.”

Campaign India caught up with the industry on why brands must adapt to the evolving landscape of advertising, marketing and how the festival theme this year put the spotlight on the changing dynamics of the ecosystem.