Mumbai: Goafest, jointly organised by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), is set to return with the second edition of ‘Advertising Plays’, its dedicated sports and wellness IP designed to bring together professionals from advertising, media, and marketing in an engaging and informal environment.
Building on the success of its debut, Advertising Plays 2026 will feature a high-energy and inclusive line-up, encouraging participation across varying skill levels. The programme includes structured inter-agency competitions such as table tennis and pickleball, fostering teamwork and friendly rivalry. Mediakart joins as the ‘Powered By’ sponsor, in association with Republic TV.
The initiative will also feature wellness-led morning sessions including yoga and Zumba, aimed at promoting balance, well-being, and mindful networking among delegates. Complementing these are a variety of indoor and immersive activities such as foosball, air hockey, VR cricket, and panja (arm wrestling), offering a mix of recreation and interactive engagement.
Adding a competitive edge, the event will include awards and on-ground recognition for winners, along with a live leaderboard integrated into the Goafest app to track scores in real time. The agency with the highest cumulative points across activities will be awarded the ‘Sportiest Agency’ title at the close of the festival.
“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 the return of the initiative, 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 informal networking across agencies. The initiative aims to strengthen industry relationships through shared experiences beyond the workplace.
Scheduled to take place from May 20 to 22, 2026 at Taj Cidade de Goa Horizon, the second edition of Advertising Plays is set to further enhance Goafest’s commitment to delivering a holistic and engaging festival experience.
