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 #51, #50 and #49 — 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 #51: Cleartrip | Debunking Travel Myths with Chetan Bhagat (Sociowash)
Ranked No. 51 is Cleartrip’s latest campaign featuring author Chetan Bhagat, created to debunk the many myths around 'travel-saving hacks.' The films highlight how travellers often rely on unproven tricks, like booking flights at 3 AM or switching to incognito mode in the hope of getting cheaper fares. Many consumers also earn SuperCoins across platforms like Flipkart and Myntra but seldom use them while booking on Cleartrip. The campaign is conceptualised by SW Network, led by Raghav Bagai, Co-founder.
At Rank #50 we have: Rakesh Masala | Swaad Jo Reh Jaye Yaad (Collective Creative Labs)
At Rank 50 is Rakesh Masala’s campaign starring brand ambassador Hrithik Roshan. The ad opens with a character saying the paneer is so tasty he might “eat his fingers.” Roshan replies, “You can, I have extra,” creating an awkward moment in the room because of his well-known double-thumb feature. He then clarifies that he was referring to the extra paneer. The simple exchange became the talking point that drove the ad’s recall.
At Rank #49 we have: Centre Fresh | Dimaag Pe Rakhe Lagam (Ogilvy)
At Rank 49 is Center fresh, a chewing gum brand from Perfetti Van Melle India. The brand has rolled out a new campaign rooted in a simple human insight that India is overthinking. The campaign’s new film, “Dimaag Pe Rakhe Lagam”, illustrates how quickly the mind can spiral into overthinking. In the film, the protagonist wakes up to find a message from his boss, then notices it has been deleted. His mind immediately jumps to the worst-case scenario: Have I been fired? What did I do? Was it the late report? The missed meeting? The film ends by showing how a simple Center fresh moment can interrupt this chain of overthinking, helping people reset and return to the present. Created by Ogilvy and led by Anurag Agnihotri, Chief Creative Officer – West, the campaign aims to strike a balance between humour and relatability.
