Eyebrows were raised when the news broke out of Goafest moving to Mumbai. Since then, we've seen question marks about the festival itself, with many claiming it won't have the same charm.

Of course, it won't have the same charm. But honestly, I don't think it'll do the festival any harm.

When the Indian Premier League moved to South Africa in 2009 and then to the UAE in subsequent years of the elections and during the pandemic, similar questions were raised. We got an emphatic answer - yes, the IPL works in those countries. Why? Forget TV viewership numbers or other parameters to judge the success - the fact that the BCCI did this more than once, it must have worked.

Coming back to the advertising fest - many have doubted it for the last few years. But the AAAI (Advertising Agencies Association of India) and The Advertising Club have repeatedly been putting together the three-day fest which includes the Abbys year after year. 

While the agenda and exact format are yet to be revealed, I believe it's a great chance for Goafest to bring what I'd label 'seriousness' back to the show. Yes, we'd like to see the Bollywood celebrity, the athlete, the influencer, or any other diverse speaker, but we'd like to see more from advertising, media, and marketing. And with busy schedules, I'd expect more marketers to be able to make it to Westin in Powai, than Goa. That's what the festival needs. 

While the announcement has been made that the show is returning to Goa in 2025, if one's optimistic about the above goal being delivered, the Ad Club and AAAI should be left with a dilemma. Does Goafest become an annual property in Mumbai or does it move back to Goa?

The author is founder and editor, Manifest.