As 2025 draws to a close, the advertising landscape has been shaped by bold storytelling, cultural insight and strategic creativity. At IMPACT, we spent curated the list of the best ads that created a lasting impact and debated and discussed them, before arriving at our Top 75 list. Today, we begin by unveiling spots #66, #65 and #64 — three standout ads that captured hearts, sparked discussion and set new benchmarks 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.
Oscar Goes to Ghosh Babu by General Insurance Council of India uses a cat’s point of view to highlight the importance of car insurance. The cat is part of the story telling and adds the beauty of whimsy to the ad. It uses the cat’s perspective to highlight the idea that insurance isn’t expensive, but not having it can be. The campaign was conceptualised and executed by Mullen Lowe Lintas, under the creative leadership of Sarvesh Raikar, President – Creative, Lowe Lintas.
Rank 65 goes to: Canva | Dil Se Design Tak, Jaadu Daadu (OML)
At No. 65, we feature Canva’s Jaadu Dadu film. The story revolves around a magician, played by Dalip Tahil, who captivates everyone except his own family. His granddaughter Drishti and her dog Chico enjoy his tricks, but his daughter Aaliya (played by Saloni Batra) struggles with his emotional distance. In an effort to bridge this gap, Drishti uses Canva to create a simple poster that helps bring the family closer. The campaign was conceptualised by OML, with creative direction led by Kobita Banerjee, Group Creative Director.
And at Rank 64 we have: Birla Opus Paints | Special Mehmaan Aayenge (Leo India)
Ranked 64th, Birla Opus Paints’ Ganesh Chaturthi film Special Mehmaan Aayenge beautifully captures the festival’s essence through a child’s innocent wish to welcome Bappa home. Anchored in the brand’s Duniya Ko Rang Do philosophy, the campaign showcases how colours and painted spaces transform homes into havens of togetherness, devotion, and festive joy. The campaign was conceptualised and executed by Leo India under the creative leadership of Sachin Kamble, Chief Creative Officer.
