As 2025 draws to a close, the advertising landscape has been shaped by bold storytelling, cultural insight and strategic creativity. At IMPACT, we poured over every major campaign released this year, debating, discussing and evaluating them — before compiling our final Top 75. Today, we unveil spots #57, #56 and #55 — three outstanding ads that captured hearts, sparked conversation and raised the benchmark for brand narratives.
This list prioritises quality over quantity which is why IMPACT’s editorial team has undergone an exhaustive and meticulous process, spending countless hours viewing and reviewing every major campaign released this year, analyzing their creative choices, debating cultural impact, and evaluating strategic effectiveness.
At rank #57 we have Garnier Men | ‘Bassi vs Face Wash’ (BBH India)
Coming in at Rank 57 is Garnier Men’s playful and sharply written campaign featuring comedian Anubhav Singh Bassi and actor John Abraham. The ad cleverly taps into a viral pop-culture moment—the time Bassi, during a stand-up set, jokingly roasted the very idea of face washes, including the brand itself. Turning that moment into a creative opportunity, the film opens with Bassi’s trademark humour and scepticism intact. John Abraham steps in with charismatic ease, nudging him to try the Garnier Men TurboBright Face Wash. What follows is a volley of witty banter, mutual roasting, and classic Bassi improv as he reacts to the product’s effects. The campaign is conceptualised by BBH India, led creatively by Parikshit Bhattacharya, Chief Creative Officer.
At Rank #56 we have boat | Rock’in India (In-House)
At Rank 56 is a campaign that stirred both curiosity and conversation. In a strategic Republic Day 2024 rollout, audio and wearable technology brand boAt launched a spirited counter-narrative to long-standing white-labelling allegations—while proudly showcasing its Made-in-India credentials. The campaign, titled ‘Rock’in India,’ takes a comedic, self-aware approach. Featuring stand-up comedian Ravi Gupta, the film offers a tongue-in-cheek ‘tour’ of boAt’s manufacturing unit. Conceptualised entirely in-house under the creative leadership of Aman Gupta, Co-founder & erstwhile CMO, boAt, the campaign blends satire, cultural relevance, and brand purpose with effortless ease—earning its place among the most talked-about works of the year.
At Rank #55 we have Taneira | The Saree Expert (Ogilvy India)
At Rank 55 is the first-ever brand campaign from Taneira, a TATA product. The film is set inside a Taneira store, where actor Mrunal Thakur tries on a pure silk saree and seeks the opinion of Usha Uthup. Their interaction reflects common questions faced by saree shoppers choosing fabrics, verifying authenticity, and understanding craftsmanship. The campaign was conceptualised by Ogilvy, led by Puneet Kapoor, Chief Creative Officer, Ogilvy South.
Stay tuned as IMPACT reveals the campaigns that not only defined the year but also challenged and reshaped industry norms.
