Goafest: WARC- The Pace Principle

Goafest is the premier festival for advertisers, marketers, and media professionals in India, held annually in the vibrant setting of Goa. Celebrated over three days, this iconic event is a grand celebration of creativity and innovation, spotlighting the finest work in advertising and media from across India and South Asia. Hosted by the Advertising Agencies Association of India (AAAI) in collaboration with The Advertising Club, Goafest features inspiring keynote sessions, insightful panel discussions, prestigious award ceremonies, and unmatched networking opportunities.

In 2025, the festival will unfold at the luxurious Taj Cidade de Goa, offering a perfect blend of business, creativity, and coastal charm.

In a world where marketing is constantly sprinting toward instant results, Day 2 of Goafest 2025 hit pause well, sort of. Instead, it introduced a smarter strategy: one that doesn’t just chase speed, but balances it with endurance. The much-anticipated keynote session titled ‘The Pace Principle’ unveiled a bold new report that may just change how Asian marketers think about effectiveness.

Presented by Biprorshee Das, India Editor at WARC, and Sujeet Kulkarni, Global Advisory Consultant, Lions Advisory, the session marked a defining moment: the first time a marketing effectiveness study of this scale has been rooted in Asian data.

Kicking off the session, Sujeet Kulkarni reminded the audience of a fundamental shift in perspective: “The idea of measuring brand and performance separately is a false premise.” According to him, it’s not about choosing one over the other it’s about timing them right. The real formula? Brand-time-performance.

His point: time is not your enemy. It’s your secret weapon. Marketers must resist the temptation of “quick wins” and instead use time as an ally to build a brand that lasts. Short-term performance marketing may deliver conversions, but only a long-term view builds value and trust.

Pace Principle 101: Why 50:50 is the Sweet Spot

Both Sujeet and Biprorshee revealed that the most effective campaigns in Asia follow a simple but powerful rule: a 50:50 balance between brand building and conversion-led marketing. Forget the extremes brands that invest equally in long-term equity and short-term ROI see significantly better results across the board.

And forget running campaigns in silos. The report stresses what it calls the “Multiply Effect” when brand efforts are extended over time, across touchpoints and channels, they compound in power, building resonance and results.

Six and a Half Channels to Rule Them All

Sujeet dropped another insight that raised eyebrows: the ideal number of platforms for campaign effectiveness is “six and a half.” It’s a quirky metric, yes, but it underscores the point that a diverse, well-mixed media strategy delivers better momentum. No one channel is king anymore it’s the orchestra, not the soloist, that hits the high notes.

Culture: The X-Factor in Campaign Success

And here’s where things got personal. Wrapping up the session, Sujeet made a poignant observation:

“Culture is not just about geography it’s about the values we share.”

In a region as diverse as Asia, cultural relevance isn’t optional it’s essential. Campaigns that reflect the lived experiences, aspirations, and shared values of their audience don’t just perform better—they build deeper, emotional connections

Speed Isn’t the Enemy Misplaced Speed Is

Biprorshee Das added another layer by calling out a common myth: that speed is a barrier to brand investment. In reality, it’s the perception of speed that often derails long-term thinking. He emphasized that branding works in Asia, and the region’s data proves it. But to make it work, marketers need to shed the belief that long-term thinking is slow or ineffective.

The Final Word: Marketing, Recalibrated

With insights that blend creativity, data, and strategy, The Pace Principle is more than a report it’s a mindset shift. It invites marketers to stop sprinting in circles and instead run a smarter race where speed and sustainability work together.

As Goafest 2025 continues to challenge the old ways of thinking, this session reminded the industry that effective marketing isn’t just about keeping pace it’s about setting