The Advertising Agencies Association of India and The Advertising Club have announced the return of Goafest with the second edition of ‘Advertising Plays’, a dedicated sports and wellness intellectual property (IP) designed to bring together professionals from advertising, media, and marketing in an informal and engaging setting.
Scheduled to take place from May 20 to 22, 2026, at the Taj Cidade de Goa Horizon, the initiative aims to expand its footprint with a high-energy, inclusive, and accessible line-up that encourages participation across varying skill levels.
The programme will feature structured inter-agency competitions, including table tennis and pickleball, fostering teamwork and friendly rivalry among participants. Goafest has also confirmed Mediakart as the ‘Powered By’ sponsor for Advertising Plays, in association with Republic TV.
In addition to competitive formats, the event will include wellness-led morning sessions such as yoga and Zumba, aimed at promoting well-being, balance, and opportunities for informal networking. A range of indoor and interactive activities—including foosball, air hockey, VR cricket, and panja (arm wrestling)—will complement the schedule, offering a mix of physical sport and immersive experiences.
A competitive framework will be integrated into the event, with tournament winners receiving on-ground recognition and awards. A live leaderboard within the Goafest app will track points across activities in real time. At the conclusion of the festival, the agency with the highest cumulative score will be awarded the ‘Sportiest Agency’ title.
“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, promoting gender-neutral participation and encouraging cross-agency interaction through informal networking opportunities.
The second edition of Advertising Plays is positioned to further strengthen Goafest’s broader objective of delivering a holistic and engaging festival experience for the industry.
