Goafest is set to return with the second edition of its sports and wellness initiative, ‘Advertising Plays’, expanding its footprint with a more energetic and inclusive line-up for 2026.

According to a press release from the organisers, the initiative is jointly organised by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), and aims to bring together professionals from advertising, media, and marketing in a relaxed and engaging environment that goes beyond the usual business setting.

This year’s programme has been designed to encourage participation across skill levels, blending competitive sport with wellness and recreation. Structured inter-agency competitions such as table tennis and pickleball are expected to drive team spirit and friendly rivalry, while morning sessions including yoga and Zumba will focus on well-being and mindful networking. The line-up also includes indoor and immersive activities such as air hockey, VR cricket and panja, creating a mix of physical and interactive experiences.

Adding to the competitive element, the initiative will feature a live leaderboard integrated within the Goafest app, tracking points across activities in real time. Winners across categories will be recognised on-ground, with the agency securing the highest cumulative score being awarded the ‘Sportiest Agency’ title at the end of the festival.

Industry leaders highlighted that Advertising Plays is designed to strengthen camaraderie within the ecosystem, offering a platform where professionals can connect beyond boardrooms and pitches. The initiative also emphasises inclusivity, with gender-neutral participation and opportunities for cross-agency interaction in informal settings.

Scheduled to take place from May 20 to 22 in Goa Advertising Plays is expected to play a key role in enhancing the overall Goafest experience, combining competition, wellness, and community-building into a single platform.