The sports and wellness IP expands its footprint with a high-energy, inclusive line-up for 2026
Jointly organised by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), Goafest returns with the second edition of ‘Advertising Plays’. A dedicated sports and wellness IP, Advertising Plays will bring together professionals from advertising, media, and marketing in a fun, informal, and engaging environment.
This year’s line-up is designed to be high-energy, inclusive, and accessible, encouraging participation across skill levels and interests. The programme features structured inter-agency competitions such as Table Tennis and Pickleball, fostering teamwork and friendly rivalry among participants and Goafest is pleased to welcome Mediakart as the ‘Powered By’ sponsor for Advertising Plays, in association with Republic TV.
Energising morning sessions, including Yoga and Zumba will promote well-being, balance, and mindful networking for all delegates. Complementing these are a range of indoor and immersive experiences such as Foosball, Air Hockey, VR Cricket, and Panja (arm wrestling), all designed to drive engagement and participation. Together, these activities will blend physical sport, recreation, and interactive experiences, ensuring there is something for everyone.
The initiative also brings in a strong competitive spirit, with tournament winners receiving awards and on-ground recognition for their achievements. A live leaderboard integrated within the Goafest app will track points across all activities in real time, adding to the excitement and engagement. At the culmination of the festival, the agency with the highest cumulative score will be awarded the coveted ‘Sportiest Agency’ title, celebrating both performance and team participation.
“Advertising Plays is a reminder that while we compete fiercely in boardrooms and pitches, we are also part of one vibrant, closely-knit industry. Bringing it back for its second season, we wanted to create a space where that spirit of camaraderie can truly come alive, on the field, in moments of celebration, and through shared experiences that go beyond work. It’s not just about sport; it’s about agencies coming together, letting guards down, and rediscovering the joy of collaboration through healthy competition”, added Mohit Joshi, Co-Chair of the Goafest 2026 Organising Committee and Chief Executive Officer of Havas Media Network India.
On bringing Advertising Plays back for its second season, Jaideep Gandhi, Vice President, Advertising Agencies Association of India and Chairman of the Goafest 2026 Organising Committee, said, “Advertising Plays reflects what Goafest truly stands for- a balance of work and play. The response to its debut showed us how much the industry values coming together beyond business, to connect, celebrate and recharge. As we bring it back this year, we look forward to seeing the community come together once again to inspire, celebrate and play, and we’re delighted to have Mediakart on board as the ‘Powered By’ sponsor for Advertising Plays, in association with Republic TV.”
Open to all registered Goafest delegates, Advertising Plays has been designed with inclusivity at its core. The platform promotes gender-neutral participation and aims at creating opportunities for informal networking in relaxed settings, encouraging cross-agency interactions, and enabling stronger industry relationships through shared experiences.
Set to take place on May 20, 21 and 22, 2026, at Taj Cidade de Goa Horizon, the second edition of Advertising Plays will further strengthen Goafest’s commitment to delivering a more holistic and engaging festival experience.