As the IMPACT Hall of Fame 2025 countdown continues, the spotlight now turns to ranks 28, 29 and 30 — a trio of campaigns that prove big ideas don’t need scale alone, but sharp insight and cultural relevance. From airline storytelling rooted in everyday humour to quick-commerce moments drawn from real life, and a football league building anticipation through personality-led banter, these entries reflect how brands are using creativity to earn attention, not buy it. Here’s a closer look at the ideas and teams behind the campaigns that secured their place in this year’s Hall of Fame
At #Rank 30 Kerala Super League | ‘Game Before the Game’ (Toki)
Ahead of International Women’s Day 2025, Kerala Super League’s campaign ignited online buzz with a spirited promotional film featuring Shashi Tharoor and Sanju Samson trading witty banter about football rivalries. A blend of humour, local flavour and personality-driven storytelling highlights the passion around the league while resonating culturally with fans — an effort led by Toki with creative direction by co-founder Anjo Jose Kandathil.
At Rank 29 Zepto | ‘Don’t Sweat It’ (Third Floor Films)
Zepto’s campaign uses humour and relatability to turn sweat into the unlikely antagonist of everyday high-pressure moments — from interviews to awkward dates — only to be chased away thanks to ultra-fast delivery of Rexona via Zepto. This playful narrative reinforces the brand’s promise of quick solutions to life’s little challenges, crafted by Third Floor Films under the direction of Jigar Fernandes.
At #Rank 28 AirAsia | ‘The Great Indian Fufaji Saga’ (a t o m)
AirAsia’s humour-led campaign flips the script on the stereotypical Indian ‘fufaji’—famously hard to please—by placing him in a travel experience so smooth, there’s literally nothing to complain about. The narrative follows our irritable protagonist as he attempts (and fails) to find fault even at a family wedding, reinforcing the airline’s promise of comfort, value and service. The campaign was curated by a t o m, with creative direction by Yash Kulshresth, Chief Creative Officer at the agency.
