In a world obsessed with short-form content, Goafest 2025’s session ‘Beyond the 20 Second Ad Window – Crafting Meaningful Brand Moments in the Attention Economy’, presented by Amazon MX Player, offered a refreshingly strategic conversation. Industry leaders Kanika Anand (Airtel), Rashmi Sehgal (Zenith), and Ajay Mehta (GroupM) laid out why brands can no longer rely on quick-hit formats alone. Kanika stressed the importance of relevance and context—short-form and long-form must work in tandem, not isolation.
Rashmi urged brands to think beyond the asset and prioritize the environment in which the content appears, advocating for interactive formats that build trust across the funnel. Ajay reminded marketers that attention is splintered, not gone—audiences still engage deeply, but only when content is tailored and strategic. With platforms blurring lines between entertainment and advertising, this session emphasized that storytelling today demands flexibility, insight, and above all, intention. Day 3 closed with this clear takeaway: it’s time for brands to move from formats to feelings—because attention is earned, not bought.
