Breaking news: Free books replace free booze at this year's Goafest

Goafest 2010 has arrived at some significant decisions based on the feedback that the Festival is becoming "too much of fun and frolic" and "too little about knowlede sharing".

The Goafest 2010 committee has therefore unanimously decided that there will be no free booze served at this year's edition of the festival.

Instead, delegates will be able to benefit from a wealth of literature on advertising, consumer behaviour and social media that will be made available free of cost for delegates.

Colvyn Harris, CEO, Goafest and president, AAAI has confirmed the development.

"Goafest, besides being a celebration of the best of Indian advertising, is also a great platform for sharing of knowledge within the industry and for young adlanders. We're focussing on knowledge as the main take-away from this fest and not tanned skin and empty beer cans. Knowledge is God and God is in the details. It is always important to look at seemingly minor issues such as spellings and dates," Harris said.

Reacting to the decision, Jim James, publisher, Campaign India, lauded the move. "We've been closely associated with Goafest since Campaign India began publishing and we are delighted to see the content improving each passing year. The decision to focus on knowledge, books and details is one that we support strongly."