As 2025 winds down, India’s advertising sector continues to flex its creative muscles, leaning into long-form storytelling, AI-led ideas, memeverse humour, emotional narratives, and sequels to last year’s breakout hits. In its annual review, IMPACT has unveiled the Top 75 Campaigns of 2025, celebrating the work that shaped industry conversations this year.
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 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.
For this year’s list, the IMPACT editorial board reviewed hundreds of campaigns, assessing them on narrative clarity, creative craft, cultural relevance, originality, production quality, execution, and overall impact.
As the countdown to 2026 begins, IMPACT continues to spotlight the ideas and innovations that defined India’s dynamic advertising landscape in 2025.
