As the curtain falls on 2025, Indian advertising clearly reflects its year of innovation, where long-form brand films coexisted with AI-led disruption, meme-first humour, emotional narratives, and creative continuations of past favourites.
In recognition of these standout efforts, IMPACT curates a special editorial series highlighting the campaigns that truly left a mark this year.
At rank 58 is Lux’s campaign ‘Hold My Loofah’. Conceptualised by VML Singapore and created by Viraj Swaroop, the ad stars comedian Rahul Subramanian, who turns his playful social-media bathtub post into an actual Lux commercial. It blends humour, a nod to Bollywood style and self-care vibe to show that Lux celebrates everyday people, not just glamorous stars and turns their me-time into something fun and indulgent.
For this year’s list, the IMPACT editorial team reviewed hundreds of campaigns, assessing them on storytelling depth, creative innovation, cultural resonance, originality, production excellence, execution quality, and overall influence. The selections celebrate the work that steered India’s advertising narrative in 2025.
Stay tuned as IMPACT reveals the campaigns that not only defined the year but also challenged and reshaped industry norms.
