As the countdown in the IMPACT Hall of Fame 2025 advances toward its most iconic entries, Ranks 15 and 14 reveal the wide creative spectrum that marked India’s advertising year — from deeply human purpose narratives to bold, culturally relevant brand storytelling. These two campaigns underscore a recurring truth: in an era dominated by rapid headlines and fleeting attention, the work that resonates is rooted in honest insight, smart execution and enduring cultural relevance.
The IMPACT editorial teams’s rigorous efforts in evaluating spanning narrative clarity, creative execution, originality and production quality across all the campaigns released this year has once again surfaced work that not only cut through clutter but forged emotional and cultural connections. What follows are the stories behind the campaigns that clinched the 15th and 14th spots.
Rank 15: St. Jude India ChildCare Centres | Renu Vs The City (Ogilvy India)
At Rank 15, a profoundly human story claims its place among the year’s most impactful work. St. Jude India ChildCare Centres’ campaign 'Renu Vs The City', conceptualised by Ogilvy India, turned a spotlight on an often-unseen struggle: families uprooted from small towns who must live in unsafe, unhygienic conditions near urban hospitals to access free cancer treatment.
The film at the heart of the campaign follows Renu Kadam, a young girl battling cancer while living on a footpath outside a Mumbai hospital. Told intimately from her perspective, the narrative immerses the audience in her daily plight — from searching for safe shelter to walking long distances for basic necessities — while exposing the emotional and physical toll that a life in limbo takes on both patient and parent.
What sets this work apart is its unflinching portrayal of reality without melodrama; it sensitively captures hardship while preserving dignity, inviting viewers into Renu’s world rather than positioning her as an object of pity. This human-centred visual storytelling turned a systemic issue into a powerful, empathetic creative conversation, prompting reflection about the true cost of healthcare access. Led by creative head Jatin Sangwan at Ogilvy India, ‘Renu Vs The City’ demonstrates how purpose-led campaigns can harness narrative craft to spotlight real social challenges — transforming awareness into something that feels personal and urgent
Rank 14: Swiggy | Swiggy Bolt (Moonshot)
At Rank 14 is a campaign with a very different energy — a reminder that effective advertising can be as entertaining as it is clear in purpose. Swiggy’s campaign for its ultra-fast Swiggy Bolt 10-minute delivery service, created with Moonshot, uses humour and visual exaggeration to bring the promise of fresh, hot food in record time to life.
The film opens with cricketer Rishabh Pant and a friend languishing on a couch when hunger strikes. What begins as a casual suggestion to order via Swiggy soon propels the viewer into a playful imagined world: chefs race through city streets, grill skewers on the move and flip noodles mid-air — all culminating with the doorbell revealing a delivery partner with piping-hot food right on cue.
Rather than leaning solely on celebrity presence, the work leans into absurdity as a storytelling mechanic, keeping viewers engaged while subtly but effectively dramatizing the core promise of the proposition: food that’s both hot and fast. That blend of cultural recall, light-hearted exaggeration and brand truth reflects Moonshot’s insight into how modern audiences consume — and enjoy — brand communication. Concept work by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha and Deep Joshi brought this idea to life with a tone that feels effortlessly shareable, proving that clarity of message and creative boldness can co-exist without compromise.
