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 #60, #59 and #58 — 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 60 Zeno Health | 'Skip the ad. Download the App' (Folklore)
At Rank 60 is Zeno Health's campaign, 'Skip the ad. Download the App'. The campaign comprises a set of short, light-hearted films featuring a father-daughter duo chatting about the benefits of the Zeno Heath app, encouraging viewers to try it out for themselves. Conceptualised by Folklore, crafted by Bhupender Agarwal and Ujjwal Kabra, the films showcase their playful bond while naturally weaving the app into the narrative.
At Rank #59, we have Mother Dairy | Aai Jaisi Mumbai (Ogilvy)
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.
At Rank #58, LUX | ‘Hold My Loofah’ (VML Singapore)
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.
Stay tuned as IMPACT reveals the campaigns that not only defined the year but also challenged and reshaped industry norms.
