Ahead of its highly anticipated 18th edition, Goafest 2025 has announced the launch of ‘Advertising Plays’, a fresh new sports and wellness property that promises to add an exciting twist to the festival this year. With the event returning to Goa from May 21st to 23rd at Taj Cidade de Goa Heritage and Horizon, ‘Advertising Plays’ is set to offer a high-energy, people-first experience aimed at fostering informal engagement and deeper connections among advertising professionals.

As shared in a press release, this new IP has been conceptualised under the broader theme of the nouvel Goafest Village and is being managed by Havas Play. The initiative introduces a refreshing new layer to the festival, one that moves beyond conventional panels and awards to celebrate camaraderie, competition and collective well-being.

Mohit Joshi, Co-chair of the Goafest 2025 Organising Committee and CEO of Havas Media Network India, emphasised the significance of this addition, stating, “The connections that move our industry forward aren’t always made in boardrooms or at award ceremonies. Advertising Plays offers a space for professionals to engage beyond the usual format. It’s a people-first initiative which will enable our industry to build more connections and collaborate in the longer run.”

The event will feature structured inter-agency tournaments in table tennis and pickleball—fast-paced, modern sports that encourage both competition and collaboration. Winners won’t just walk away with trophies but also year-long bragging rights. The property also includes spontaneous gameplay opportunities in Chess, Carrom, Darts, Net Cricket and Arm Wrestling—accessible, gender-neutral formats that welcome players across all experience and fitness levels.

Commenting on the thought behind this new format, R. Venkatasubramanian, COO, Havas Play India, said, “Goafest has long been a premier platform that unites the brightest minds in the world of advertising. In 2025, it takes a bold new leap by introducing Advertising Plays—a dynamic initiative designed to elevate the spirit of friendly competition among industry professionals. It’s a unique program created to celebrate camaraderie and community across agencies nationwide.”

Beyond sports, the initiative embraces holistic well-being with daily wellness experiences open to all delegates. From early morning Yoga by the Bay sessions to scenic Beach Walkathons, these curated moments will allow attendees to reset and realign before diving into the day’s sessions and activities.

With Advertising Plays, Goafest is clearly redefining the creative festival landscape—offering attendees not just inspiration from the stage, but memorable moments on the field, at the beach, and in shared spaces of play and purpose.

Goafest 2025, co-hosted by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), will take place from May 21st to 23rd in Goa. As the largest creative gathering in South Asia, the festival continues to evolve with new ideas that go beyond business—focusing on connection, creativity, and community.