Day 2 of Goafest 2024 set a powerful tone with a series of insightful sessions, beginning with a knowledge seminar presented by Sri Adhikari Brothers Networks – Dhamaal, in collaboration with the International Advertising Association (IAA) and UNICEF. The session, titled ‘Gender-Sensitive Marketing: Navigating The New Consumer Landscape,’ featured an impressive lineup of speakers and addressed the crucial topic of gender sensitivity in marketing.

Among the distinguished speakers were Chandni Shah, Chief Operating Officer of FCB Kinnect; Darshana Shah, Head of Marketing & Customer Experience at Aditya Birla Capital; Kailashnath Adhikari, Business Head of Sri Adhikari Brothers & Managing Director of GovernanceNow; Rajdeepak Das, Chief Creative Officer of Publicis Groupe South Asia & Chairman of Leo Burnett South Asia; and Ram Madhvani, Filmmaker, Producer, and Founder of Equinox Films and Ram Madhvani Films. The discussion was expertly guided by Kranti Gada, Management Committee Member of the India Chapter of the IAA and Founder of NeOwn.in.

This thought-provoking session delved into the nuanced realm of gender-sensitive marketing, exploring strategies to navigate the ever-evolving consumer landscape. Chandni Shah highlighted core issues within the education system and the portrayal of gender roles, noting that “women can nurture women” and emphasizing the need to address subconscious biases and the predominance of men as primary decision-makers in households.

Ram Madhvani introduced the Bechdel test, which measures the representation of women in film and fiction. He pointed out the scarcity of female characters discussing topics other than men, underlining the importance of accurate and diverse female representation in media.

Rajdeepak Das spoke about the dramatic increase in female education rates, from 8.9 percent in 1951 to 64 percent in 2011 and 92.5 percent in 2021. He emphasized that the rapid change in education for women could inspire and enable greater female participation in the creative industry.

Kailashnath Adhikari highlighted the economic impact of gender inequality, citing reports that estimate several low to middle-income countries have lost over a trillion dollars due to the lack of female empowerment. He also noted the digital divide, with 37 percent of women globally lacking internet access, stressing the need for equal facilities for men and women.

The session underscored the importance of inclusivity and understanding diverse perspectives, offering brands a roadmap to connect authentically with consumers. Through engaging anecdotes and practical insights, the speakers provided valuable guidance for brands to foster deeper connections and drive meaningful impact in the marketplace.

The second half of Day 2 promises another enlightening Knowledge Seminar titled “A Story Of Adaptability: From the Silver Screen to the Mobile Screen” featuring Zeenat Aman, an Indian Film Actress, and moderated by RJ Anmol.

Following the Fireside Chat, the final Knowledge Seminar for Day 2, titled ‘Marketing Adaptability: Blending Traditional And New-Age Marketing For Brand Success,’ will showcase a distinguished panel of industry specialists. Among the esteemed speakers are Chandan Mukherjee, Director & Executive Vice President at Nestle; Shubhranshu Singh, Chief Marketing Officer of Tata Motors Commercial Vehicles; Sukhleen Aneja, Chief Executive Officer of The Good Glamm Group; Sandeep Karwa, Vice President of Monetization at Flipkart; and Zairus Master, Chief Business Officer at Honasa Consumer Ltd. Leading the discussion will be Delshad Irani, Editor of Storyboard 18.

Goafest 2024 continues to be a beacon for industry leaders, setting the stage for discussions that shape the future of advertising, media, and marketing.