AD Agencies
Adsgrove Digital appoints Aanchal Kapoor as chief executive
GURGAON: Aanchal Kapoor, who spent over a decade at media houses including GroupM, Madison and OMD, has been named chief executive of Adsgrove Digital, a Gurgaon marketing agency betting that brands can no longer afford to separate storytelling from sales.
Kapoor joins founder Rajkumar Singh, formerly vice president at ANS Commerce, to lead the agency’s branding and performance operations. Her appointment signals Adsgrove’s push into what it calls “brandformance”, a clunky portmanteau meant to capture the fusion of long-term brand building with short-term performance metrics.
“Creativity gives brands their soul; data gives them direction,” said Kapoor, who has worked with LG, Shell, Bose, Honda and Duracell. “Our mission at Adsgrove is to blend both seamlessly to deliver meaningful, measurable impact.”
The agency’s pitch is straightforward: every rupee spent on advertising should be tracked, optimised and justified. Kapoor’s mantra, “Each penny needs to be counted, and we’re making it count,” reflects the pressure marketers face to prove return on investment in real time.
Adsgrove offers the usual menu of services (branding, performance marketing, social media, search optimisation) but claims to stand apart by refusing to treat brand building and direct response as separate disciplines. The agency uses automation and analytics dashboards to tweak campaigns on the fly, and has adopted what it calls “search everywhere optimisation”, adding answer engines, generative search and voice to traditional search engine work.
Whether “brandformance” catches on as more than jargon remains to be seen. But Kapoor’s appointment suggests that agencies, like their clients, are done treating brand awareness and sales conversions as if they live on different planets.
AD Agencies
Goafest 2026 set for 20–22 May in Goa
South Asia’s marquee advertising festival returns with ABBY Awards powered by One Show and promises bigger conversations on creativity and innovation
GOA: The advertising industry’s annual pilgrimage is locked in. The 19th edition of Goafest will take place in Goa from 20 to 22 May 2026, bringing together the biggest names in advertising, media and marketing for three days of ideas, networking and celebration.
Announced jointly by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the festival will once again host the ABBY Awards powered by One Show 2026 — widely regarded as the region’s most coveted creative honours — recognising outstanding work across advertising and media.
Launched in 2006, Goafest has evolved into the industry’s marquee gathering, drawing more than 2,000 professionals each year. Beyond the awards, the event has become a forum for big debates, future-facing ideas and the occasional industry soul-searching.
Srinivasan K Swamy, president of the Advertising Agencies Association of India, said the festival remains a crucible for industry thought and collaboration. “Goafest has always been a melting pot of ideas, creativity and camaraderie. We aim to spark new conversations, fresh perspectives and fuel the future of advertising and marketing. It is an occasion for the industry to come together, celebrate excellence and engage in meaningful conversations about the future of our craft.”
Dheeraj Sinha, president of The Advertising Club, underlined the legacy of the ABBY Awards, now in their 57th year. “Goafest has always been synonymous with creativity, collaboration and industry excellence. The ABBY Awards powered by One Club continue to push boundaries and set new creative benchmarks year after year. In its 57th year, the awards continue to raise the bar, and this year’s edition will be even more inspiring, bringing together the brightest minds in the industry.”
For organisers, the festival has grown beyond a calendar event. Jaideep Gandhi, vice president of AAAI and chairman of the Goafest 2026 organising committee and founder of Another Idea, said the property has become a legacy for the industry. “In its 19th year, Goafest is no longer just an event — it is a legacy we are privileged to carry forward. It is a unifying force that brings together the various industry associations across advertising and marketing under one roof. I am deeply grateful to the stalwarts who envisioned this remarkable property, and it is heartening that some of them continue to be actively involved in its journey.”
The organisers promise that the upcoming edition will dial things up a notch. Mohit Joshi, co-chair of the Goafest 2026 organising committee and chief executive officer of Havas Media India, said the festival is gearing up for a bigger, more immersive format. “Over the past 18 editions, Goafest has evolved into a premier platform that celebrates creativity, innovation and the dynamic transformation of our industry. This year Goafest will be more impactful than ever. It will introduce new formats, immersive engagements and high-calibre discussions that have never been done before.”
“With a larger scale, an inspiring line-up of speakers and a focus on cutting-edge ideas,” Joshi added, “Goafest 2026 is set to redefine the way our industry comes together to learn, collaborate and celebrate.”
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, the festival continues to position itself as South Asia’s premier advertising gathering — where ideas collide, creativity gets crowned and the industry takes a long, hard look at where it is headed next.
