ITC Classmates’ campaign for the launch of eduGAMES Infinit has secured the 11th position on IMPACT’s prestigious list of the Top 75 Campaigns of 2025, earning recognition for its culturally rooted storytelling and strong emotional appeal.
The television commercial stood out for its humorous and relatable take on children’s evolving relationship with learning. The film opens with a moment that instantly resonates with Indian households—a young boy surprising his parents after playtime by declaring, “Ek ghanta khel liya, ab mein padhaai kar lu.” The narrative then shifts into a playful world where students engage enthusiastically with the eduGAMES Infinit notebook, replacing everyday excuses to avoid studies with a newfound eagerness to learn. The film culminates with the line, “Ab bacche seekhne ke bahane denge,” neatly encapsulating the campaign’s core message of making education joyful and engaging.
Conceptualised by Ogilvy, the campaign’s creative was led by Fritz Gonsalves and Jayesh Raut, who brought together humour, cultural insight, and a strong product narrative to position eduGAMES Infinit as a tool that transforms learning into an enjoyable experience.
For the 2025 edition, the IMPACT editorial board evaluated campaigns across key parameters such as narrative clarity, creative execution, originality, and production quality. The final list highlights campaigns that demonstrated strong messaging, cultural relevance, and the ability to resonate with audiences across India—criteria that helped ITC Classmates’ eduGAMES Infinit campaign earn its place among the country’s most impactful advertising efforts of the year.
