As 2025 draws to a close, the advertising landscape has been defined by sharp insights, cultural relevance and storytelling that cuts through clutter. At IMPACT, we pored over the year’s most impactful campaigns, debating, discussing and evaluating each one before arriving at our final Top 75. Today, we unveil ranks #27, #26 and #25 — three standout ideas that used humour, restraint and context to create lasting brand impact.
This list prioritises quality over quantity, which is why IMPACT’s editorial team undertook an exhaustive and meticulous review process, spending countless hours watching and rewatching campaigns, analysing creative decisions, debating cultural resonance, and evaluating strategic effectiveness before finalising the rankings.
Rank #27: Muthoot FinCorp | ‘Loan Ke Liye Baat Pakki’ (Moonshot)
The campaign turns loan-related anxieties into humour-led storytelling with Shah Rukh Khan.
Muthoot FinCorp’s film featuring brand ambassador Shah Rukh Khan has secured the 27th position in IMPACT’s Top 75 Campaigns of 2025. Recognised for its sharp cultural insight and humour-led approach, the campaign simplifes the often stressful experience of taking a loan by playfully highlighting everyday pain points — long queues, excessive paperwork and awkward attempts to impress loan officers — and positions Muthoot FinCorp’s hassle-free loan process as the solution. In one scene, a businessman attempts to enlist Khan’s charm to secure a loan, only for a Muthoot FinCorp approval alert to arrive first, underscoring the brand’s speed and ease. Curated by Moonshot, creative direction was led by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha, and Deep Joshi.
Rank #26: The Hindu | ‘Written by Journalists’ (Talented)
A minimal and witty film champions credible journalism.
The Hindu’s ‘Written by Journalists’ campaign has claimed the 26th spot in this year’s Hall of Fame. The campaign reinforces the publication’s long-standing commitment to credible, unsweetened journalism — challenging sensationalism in media. In the 15-second films, a man asks for a paper with “less sugar,” only to be reminded that news isn’t meant to be sweetened but reported. Designed to let the core message take centre stage, the campaign’s minimalistic and witty execution was led by Talented, with Aarushi Periwal, Creative & Founding Member at the agency, guiding the creative direction.
Rank #25 | Myntra FWD | ‘Gen Z Commentary’ (Braindad)
Playful cricket commentary rivalry brings youthful energy to life.
Myntra FWD’s campaign has secured the 25th rank in IMPACT’s Top 75 Campaigns of 2025, spotlighting a creative clash between veteran and Gen Z cricket commentators that reflects the brand’s youthful, witty identity. Featuring cricketer Virender Sehwag, actress Mandira Bedi and influencer Sahiba Bali, the film unfolds in a restaurant where generational differences in cricket commentary are humourously highlighted — juxtaposing Mandira’s traditional style with Sahiba’s digital-first, Gen Z sensibilities. The campaign was curated by creative agency Braindad, with direction by Vishal Dayama, cofounder of the agency.
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