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 59 is Mother Dairy’s campaign Aai Jaisi Mumbai. Conceptualised by Ogilvy India and created by Sujoy Roy, the ad shows everyday moments of Mumbaikars that reflect the city’s caring and nurturing nature, that is, selfless, strong, and loving. These moments are shown alongside Mother Dairy products.
The brand uses this to connect emotionally with Mumbai and showcase its values of nourishment, trust, and compassion.
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.
