As the IMPACT Hall of Fame 2025 countdown moves closer to its top tier, the campaigns securing Ranks 18 and 17 underline a recurring truth of this year’s list: sharp cultural insight still trumps scale. Both entries tap into India’s enduring love for cricket, but use it in markedly different ways—one to spark playful curiosity, the other to dramatise value—earning their place among the year’s most effective brand ideas. Each year, the IMPACT Hall of Fame recognises campaigns that have not only broken through clutter but also demonstrated lasting impact through strong insight, creative excellence and measurable effectiveness. The 2025 rankings were arrived at after a rigorous evaluation process that assessed campaigns on originality of idea, clarity of strategy, cultural relevance, executional craft and overall impact on brand and business outcomes. From hundreds of entries reviewed by the IMPACT editorial and jury process, only 75 campaigns made the final cut. Ranks 18 and 17 reflect work that stood out for its ability to use familiar cultural cues in fresh, memorable ways.
At Rank 18, Google India | Googlies (Bare Bones Collective)
At Rank 18, Google India’s Googlies, conceptualised by Bare Bones Collective, leans into one of the brand’s most enduring truths — curiosity. The campaign brings together a roster of former international cricketers, including Virender Sehwag, Anil Kumble, Shane Watson, Ricky Ponting and Mohammad Kaif, around a fictional narrative involving Sourav Ganguly’s amusing obsession with unexpected Google searches, or “googlies”. Using humour and familiar cricket banter, the films frame Google Search as a space for playful discovery rather than pure utility. The storytelling is deliberately light-touch, allowing the product to remain central without overt explanation. By rooting the idea in cricket — a shared cultural language — the campaign reinforces Google’s everyday relevance while keeping the tone accessible and entertaining.
Rank 17: Super.money | Cashback Catcher (Braindad)
Securing Rank 17, Super.money’s Cashback Catcher, created by Braindad, transforms a functional fintech proposition into a visual metaphor driven by sport and nostalgia. The campaign stars legendary fielder Jonty Rhodes, reimagined as a 'cashback catcher' chasing flying rupees instead of cricket balls. The idea makes cashback — often an abstract promise — feel physical, immediate and rewarding. By tapping into Rhodes’ iconic reputation for agility and precision, the campaign builds instant recall while clearly communicating value. The execution balances humour with clarity, helping Super.money differentiate itself in a crowded financial services category.
