Day 3 of Goafest 2019 opened with sessions focused on three tenets of the advertising and marketing industry – creativity, innovation and empowerment. A Keynote session by Ross Jauncey, Head of Create with Google, flagged off the day. Highlighting the ability of creativity to transform, Jauncey said: “We have never seen a more amazing time to be in world creativity. Today, we need creative minds who can march into the unknown.”
Keep your ad relevant, don’t get complacent, and focus on a big idea that will stand out: Robery Jauncey, head of Create With Google
Jauncey presented to the audience various campaigns such as Kupu by Colenso BBDO in New Zealand which was developed to connect with consumers using an interactive app. The app helps people learn Te Reo Māori translations by exploring the objects around them. “Creative is a similar language across the world with ideas that are passionate and to that effect your values are just as important as your product,” Jauncey said. He also shared a three-point checklist for brands: “Keep your ad relevant, don’t get complacent, and focus on a big idea that will stand out.”
Jayncey’s engaging session on creativity was followed by Knowledge Seminars presented by Lokmat. The first was a presentation by Navi Radjou and Jaideep Prabhu, Co-authors of Jugaad Innovation and Frugal Innovation, and who emphasized on India being a hub for frugal innovation and how 50% of contribution towards global Sustainable Development Goals will be by India.
Radjou and Prabhu shared the six principles of frugal innovation: engage and iterate; flex your assets; create sustainable solutions; shape customer behaviour; co-create value with prosumers; and make innovative friends
Navi Radjou began the session with highlighting how Jugaad Innovation is important to industries, and what differentiates Jugaad marketers, which is that they are very resilient and inclusive. Radjou and Prabhu shared with the audience campaigns by brands such as Levi’s and Ikea, who are looking at circular and shared economies.
Radjou and Prabhu also shared the six principles of frugal innovation: engage and iterate; flex your assets; create sustainable solutions; shape customer behaviour; co-create value with prosumers; and make innovative friends.
To win a world championship once is no mean feat, but to win it six times is seldom heard of. A testament to resilience, humility and empowerment, six-time World Amateur Boxing Champion Mary Kom was the next speaker in the Lokmat Knowledge Seminar.
As a child, I used to get inspired by action movies of Jackie Chan and Akshay Kumar and always believed that if men can, they why can’t women?: Six-time World Amateur Boxing Champion Mary Kom
In conversation with sports journalist Boria Majumdar, Kom opened up about her early life and her induction into boxing, the societal outlook towards women’s boxing, the infrastructural challenges that she faced, etcetera. However, she said, she persisted with boxing without losing focus.
Speaking of resilience and perseverance, Kom said: “Being a girl, it’s very difficult, as women’s boxing is not introduced nationally as a sport. As a child I used to get inspired by action movies of Jackie Chan and Akshay Kumar and always believed that if men can, then why can’t women?”
Encouraging future boxers, Mary said: “A lot change has come in the boxing facilities since I started, and we have a lot more infrastructure today. But we are missing a champion. We need more athletes to take up boxing seriously.”
While every story Mary shared was inspirational, the highlight of her session was when she took up the mic and sang What’s going on — a surprise for the audience which cheered her beautiful rendition of the popular song.