Goafest: A welcome break for the advertising professionals

Normally, in Goa, one practically does the same thing through the day, every single day. Whether the time is 10 am, 2 pm, 6 pm or even 10 pm, this is what usually happens: you are at a beach shack with a chilled drink in your hand (and one on its way). The golden fried, garlic prawns have just arrived at the table along with some crumb fried fish, and soon, Chicken Xacuti and steamed rice will be served. A nap post-meal on the beach deck while getting a foot massage is mandatory and you wake up only for a dip in the sea.

Overheard "At tonight's party, I want to learn some Indian dance moves." -    Robin Wight, 67, President, Engine Group, who was all set to party in his green moss coloured pants with floral prints "I had a fake marriage at the after-party last night. The girl remembered me, and even emailed me pictures of her and me." -    Charlie Crowe, 38, Founder, Festival of Media "The campaign I am shooting next week in Argentina is definitely going to win many awards." -    Raj Kamble, Managing Partner, BBH India on an undisclosed shoot, which is breaking records for being the most expensive ad campaign shoot "I enjoy hosting families when they come for a vineyard visit." -    Sir John Hegarty, Chairman, BBH, on what he enjoys the most during his time away from his office.

During Goafest , it looks and feels pretty much the same. Whether it's about the beach wear exhibited along the shore, the variety of food on the tables, or the amount of sand in their shoes. But somehow things are different. This is no extraordinary holiday to Goa, this is business.

Despite the fact that beverages were served on the house at the venue, everyone put their best foot forward since the advertising industry is small. There are only so many bosses one could work with that most people aimed to stay an arm's distance from any embarrassing incidents. Therefore, surprising that debauchery was far from being a favourite subject of conversation here.

This was my first time at Goafest, and my first time working while in Goa. I've always been here for four days of beach-bumming and suntan only to go back and talk of how much fun 'Goaaaaaaaa' has been. But this time, it was 'Goa' for me. I saw hundreds and thousands of people of all age groups loitering around, all of them sporting shorts and tees, swimsuits worn under jumpsuits, bikinis and chappals. I looked the pair of denims and the tee - that wouldn't quite pass off as beachwear - that I'd worn. I realised that this was the first time that I had ever worn jeans in Goa.

And for the first time in my life, I wished I was an advertising executive, who would be sitting on a beach, enjoying a bottle of the now-elusive Kings' - the local brew of Goa - and the biggest worry would have been what to order for dinner.