As IMPACT’s annual Hall of Fame countdown unfolds, the mid-60s to mid-40s segment of the list showcased a trio of campaigns that exemplify this year’s creative currents — from culturally rooted humour to imaginative storytelling and emotionally attuned narratives.
Rank 48: Urban Company Native RO & Manja — Lambi Judai
At Rank 48, Urban Company Native RO’s Lambi Judai (Long Goodbye) delivers a more emotionally grounded take. Crafted by Manja, the campaign draws on a universally familiar scene — the heartfelt farewell — but subverts expectations by placing an RO technician at the centre, spotlighting the product’s promise of long-term reliability and reduced service dependency. The result is a narrative that balances humour and sincerity, proving that emotional resonance can drive brand recall with equal force.
Rank 47: Navi Technologies & Sideways — Hurrypur Courtroom
Right behind at Rank 47 is Navi Technologies’ Hurrypur Courtroom campaign, created by strategic creative agency Sideways. This idea uses surreal humour and kinetic energy to dramatise how quickly life moves with Navi’s UPI services — even courtroom proceedings become fast-forwarded in its imaginative narrative. With playful visuals and absurdist flourishes, the ad underscored the brand’s message of speed and efficiency, amplifying it with a distinctive creative voice that stood out in a crowded field.
Rank 46: Goibibo & Restless — Don’t Be Stupid Stupid Stupid! Get Great Last-Minute Deals
Claiming Rank 46, Goibibo’s vibrant campaign Don’t Be Stupid Stupid Stupid! Get Great Last-Minute Deals leverages a viral cultural moment to reframe travel urgency with humour. Rooted in a cricket commentary clip that swept social media, the ad playfully re-imagines the moment to underscore Goibibo’s promise of value and seamless booking experiences for last-minute travellers. The work was developed by Restless, the newly launched content division of MagicCircle Communications, and reflects a sharp, culturally attuned storytelling approach that resonated with both audiences and IMPACT’s editorial evaluation.
Across these three campaigns — from cricket-inflected humour to whimsical abstraction and emotional storytelling — the 2025 Hall of Fame mid-list illustrates how Indian advertising continues to blend cultural relevance, inventive execution, and narrative originality. IMPACT’s editorial board evaluated the entries not just on creative spark but on cultural impact, production quality, and overall execution as 2025’s advertising landscape sets the stage for even bolder work in 2026.
