AirAsia’s campaign The Great Indian Fufaji Saga has secured the 28th position in IMPACT’s Top 75 Campaigns of 2025, earning recognition for its sharp cultural insight and humour-led storytelling.
The campaign centres on the quintessential Indian ‘fufaji’—a character stereotypically known for finding faults in everything. In a humorous twist, AirAsia portrays a fufaji who is left with nothing to complain about during his travel experience with the airline. From comfortable seating and hot meals to flexible baggage options and a wide network of destinations, the usual triggers for complaints fail to materialise.
The narrative follows fufaji as he struggles to process this unusual satisfaction, eventually attempting to vent his frustration at a family wedding. Even there, his rant is cut short, reinforcing the campaign’s core message that AirAsia leaves little room for complaints when it comes to value and service.
The campaign was curated by a t o m, with creative direction led by Yash Kulshresth, Chief Creative Officer, a t o m.
For the 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters including narrative clarity, creative execution, originality, and production quality. The shortlisted campaigns were selected for their ability to deliver strong brand messaging through engaging and effective storytelling.
