As the IMPACT Hall of Fame 2025 list continues to spotlight the year’s most influential advertising work, Ranks 12 and 13 reveal ideas that forged deep connections with audiences — through humour, humanity and culturally fluent storytelling. Evaluated rigorously by the IMPACT editorial team across narrative clarity, creative execution, originality and production quality, these two campaigns stood out for their ability to cut through clutter and resonate with consumers across India’s diverse cultural spectrum.
At IMPACT, the Hall of Fame rankings are the outcome of months of rigorous editorial evaluation. Our team closely tracked and reviewed every major campaign released through the year, analysing creative choices, audience response, cultural relevance and strategic effectiveness. This exhaustive process involved repeated viewings, detailed discussions and healthy debate, with the final Top 75 reflecting quality over quantity. Only campaigns that demonstrated originality, emotional resonance and long-term brand value earned a place on the list.
Rank 13 — Mondelez | Cadbury Dairy Milk Broken English Film (Ogilvy India)
At Rank 13, Mondelez’s Cadbury Dairy Milk film — conceptualised by Ogilvy India — celebrates inclusion through everyday moments of empathy and human connection.
The narrative follows an English-speaking woman from Chennai who moves into a North Indian housing society and initially feels out of place due to language barriers. In a pivotal moment, a resident switches from Hindi to broken English to make her feel included — transforming a small gesture into the emotional heart of the film.
By focusing on simple acts of warmth and accommodation, the campaign powerfully underscores the importance of empathy and cultural fluency — themes that resonated deeply with audiences across regions. Creative leadership on the campaign was provided by Pratheeb Ravi and Srijan Shukla of Ogilvy India.
From emotional humour to culturally rooted narratives, Ranks 12 and 13 demonstrate how India’s advertising landscape continues to evolve — prioritising emotional depth without losing sight of strategic brand messaging.
Stay tuned as IMPACT reveals the rest of the Hall of Fame 2025 rankings.
Rank 12 — Urban Company Native RO | Lambi Judai (Manja)
Urban Company Native RO’s Lambi Judai has claimed the 12th position on IMPACT’s Top 75 Campaigns of 2025, earning praise for its emotive storytelling and unexpected twist on a familiar cultural moment.
The film opens with a scene quintessentially Indian — a heartfelt farewell marked by tears, long embraces and emotional goodbyes. Viewers naturally anticipate a loved one leaving home. The twist? The person being bid adieu isn’t a family member — it’s the RO technician.
This unexpected reveal underscores Native RO’s core product promise: a reliable water purification system that eliminates the need for frequent servicing. By anchoring the message in a culturally familiar emotional exaggeration, the campaign marries humour with product benefit, making it unforgettable. Conceptualised by independent agency Manja, the creative was led by Suyash Barve, Head of Creative.
From emotional humour to culturally rooted narratives, Ranks 12 and 13 demonstrate how India’s advertising landscape continues to evolve — prioritising emotional depth without losing sight of strategic brand messaging.
Stay tuned as IMPACT reveals the rest of the Hall of Fame 2025 rankings.
