As 2025 draws to a close, the advertising landscape has been shaped by bold storytelling, cultural insight and strategic creativity. At IMPACT, we spent months watching every major campaign - analysing creative choices, audience impact and cultural resonance, before arriving at our Top 75 list. Today, we reveal the campaigns that earned the spots #72, #71 and #70 — three standout ads that captured hearts, made us emotional and had us laughing away hysterically.
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 #72 we have Mia by Tanishq | 'Not Just Another Day' (The Yellow Shutter)
At No. 72, we spotlight Not Just Another Day, Mia by Tanishq’s heartwarming Valentine’s Day film. The campaign brings together five stories of long-term couples, celebrating the small, everyday gestures that strengthen relationships. Each narrative concludes with husbands gifting Mia by Tanishq jewellery—moments that spark joy and reaffirm intimacy in simple, authentic ways. The campaign has been conceptualised by The Yellow Shutter and the creative led behind this ad is Namrata Patnaik, Director, The Yellow Shutter.
At Rank #71 we have OPPO | Zindagi Na Milegi Dobara (Famous Innovations)
At No. 71, we feature Oppo’s nostalgia-fuelled campaign inspired by the Bollywood cult favourite Zindagi Na Milegi Dobara (ZNMD). The film—long regarded as a cultural milestone for travel enthusiasts continues to shape how audiences imagine friendship, freedom, and the allure of road trips. Tapping into this enduring sentiment, Oppo rolled out a series of videos starring Ishaan Khatter, Siddhant Chaturvedi, and Vedang Raina. The trio recreates iconic scenes from the film, capturing their adventures through Oppo’s AI-powered camera features. The campaign has been conceptualised by Famous Innovations, led by Sumit Chaurasia, Creative Director.
At Rank #70 we have Swiggy | Rakhi Campaign (In-House)
At No. 70, we spotlight Swiggy Instamart’s Rakhi film featuring none other than Shera Salman Khan’s long-time bodyguard. The campaign marks Shera’s first major on-screen appearance since his brief role in the 2011 film Bodyguard. Since the ad, Shera has appeared in several ads. The narrative positions Shera as the go-to 'bhai' for women in need. The spot blends humour, relatability, and Shera’s cultural recall to deliver a fresh spin on Raksha Bandhan storytelling. The campaign was conceptualised and executed by Swiggy’s in-house creative team under the leadership of Mayur Hola, VP – Brand.
Stay tuned as we continue unveiling the remaining campaigns that defined India’s advertising narrative in 2025.
