Goafest: Creativity That Dares to Disrupt

Goafest is India’s premier festival for the advertising, marketing, and media fraternity a vibrant three-day celebration of creativity, ideas, and innovation. Set against the stunning backdrop of Goa, this much-anticipated annual event brings together the brightest minds and boldest campaigns from across India and South Asia. Curated by the Advertising Agencies Association of India (AAAI) in partnership with The Advertising Club, Goafest is packed with inspiring keynotes, thought-provoking panels, prestigious awards, and unparalleled networking.

For 2025, the festival unfolds in style at the luxurious Taj Cidade de Goa, where the spirit of business meets beachside brilliance.

“Fear is temporary. Regret is forever.”

 With those final words, Youri Guerassimov, Chief Creative Officer & CEO, Marcel (Paris), ended Day 3’s keynote session “Creativity That Dares to Disrupt” on a rousing, standing-ovation note.

In an era when brands are swimming in a sea of sameness, his message was unmistakable: Bravery is the new strategy. And in marketing, comfort kills creativity.

Disruption Isn’t Just Bold-It’s Necessary

Guerassimov started by describing the reality of the modern consumer with more than 6,000 ads a day flashing before our eyes. Visibility isn’t sufficient. “We don’t need more ads. We need more guts,” he stated.

According to Guerassimov, bravery in advertising isn’t about being loud or reckless. It’s about having the conviction to challenge norms, take a stand, and own your purpose. “The brands that move people,” he said, “are the ones that aren’t afraid to be a little uncomfortable.”

He pointed to data that supports this shift:

86% of consumers expect brands to take a stand on social or environmental issues (Edelman).

66% would defect to a competitor if a brand remains quiet on its values (Accenture).

The takeaway? Being safe no longer shields brands it wipes them out.

Bravery Comes in Many Forms

Throughout the keynote, Guerassimov highlighted ads that had the courage to push boundaries:

Nike’s Colin Kaepernick commercial wasn’t an advertisement it was a moment of culture. It came under fire, fueled conversation, and created enduring loyalty.

Volvo let the safety technology go to the competition not to win, but to lead by example. That, Guerassimov said, is “bravery in the service of humanity.”

Patagonia’s commitment to giving profits back to the environment is a masterclass in purpose-first business.

And closer to home, Marcel’s “Inglorious Fruits and Vegetables” campaign took a retail concept and made it a national movement pushing against food waste norms and making a difference outside of the supermarket aisle.

The Personal Dimension of Courage

In a particularly poignant segment, Guerassimov told anecdotes about campaigns in which teams needed to roll up their sleeves constructing store displays themselves, re-writing legal frameworks, and persuading internal stakeholders not yet ready to make the jump. “Sometimes courage is doing the unglamorous work when nobody is looking,” he quoted.

What really struck me was that bravery is an echo of loving something for a cause, for a group, for a world you want to create. “That’s when you know you’re onto something real.”

Bravery as a Brand’s Superpower

As the keynote came to an end, Guerassimov made a call to action to every brand in the room: Make fearlessness your strategic edge. In a crowded, risk-averse world, fearlessness resonates. It breaks through noise. It builds culture.

And most of all, it leaves no space for remorse

As Goafest begins its last day, Guerassimov’s session established a tone for a fearless future. One where brands aren’t simply innovative they’re fearless.