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 #57, #56 and #55 — 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 #54 is Veeba | Mehnat Ka Phal Veeba Hota Hai (Enormous)
Ranked at No. 54 is Veeba, the sauces and condiments brand, with its heartwarming campaign ‘Mehnat Ka Phal Veeba Hota Hai.’ The film celebrates the idea that food is often the sweetest reward for everyday achievements. The narrative follows a schoolboy who, instead of participating in the annual sports day, chooses to work behind the scenes as part of the organising team. His contribution ensures the event runs smoothly, allowing his classmates to enjoy the tournament. His quiet effort pays off with a moment of recognition at home, underscoring the campaign's theme. The campaign was conceptualised by Enormous, led by Managing Partner, Ashish Khazanchi.
Rank #53 is: Pepsi | #AnyTimeIsPepsiTime (Havas Creative India)
Ranked No. 53 is PepsiCo India’s cheeky response to its rival’s latest messaging, a light, humorous video that turns everyday banter into sharp brand commentary. The film features two friends watching a sports match, a cooler full of Pepsi bottles at arm’s reach. As the players tire on screen, one friend jokes that they probably need a drink break. The other immediately quips, ‘Half Time ka wait karo,’ a playful dig at Coca-Cola’s ‘Half Time’ campaign. The duo exchanges a knowing laugh, subtly framing Pepsi as the drink for ‘Anytime’, not just marquee sports moments. The campaign was crafted by Havas Creative India, led by Anupama Ramaswamy, Chief Creative Officer & Joint MD.
At Rank #52 is ACKO | Office Health Insurance is not Enough (Leo Burnett India)
Ranked No. 52 on the list is a nostalgia-packed, humor-driven campaign featuring Bollywood’s iconic gangster duo Sanjay Dutt (Munna Bhai) and Arshad Warsi (Circuit) for the ACKO’s Health Insurance campaign named as Office Health Insurance is not Enough. The ad spotlights how choosing a bigger hospital room impacts the entire cost structure, affecting doctor fees, surgery charges, testing expenses, and more, ultimately pushing the overall bill far higher than expected. Shot by filmmaker Rajkumar Hirani and crafted by Leo Burnett (Now Leo India) under the creative leadership of Vikram Pandey, Chief Creative Officer, the campaign is a continuation of its 2023 series where the brand brought the duo after 17 years.
