As 2025 draws to a close, the advertising landscape has been defined by an eclectic mix of long-form storytelling, AI-powered creativity, memeverse humour, high-emotion narratives, and even sequels to last year’s breakout hits. To celebrate this dynamic year in brand communication, IMPACT is launching a special editorial series revisiting the Top 75 Campaigns of 2025, the ads you most definitely came across, and if you didn’t, now’s the perfect time to experience them.
To compile this list, the IMPACT editorial team undertook an exhaustive and highly detailed review process. We spent countless hours revisiting every major campaign released this year, analysing creative direction, debating cultural relevance, and evaluating strategic effectiveness. Storytelling depth, cultural resonance, production quality, originality, and audience response—all of it was scrutinised with precision. After multiple rounds of shortlisting, intense discussions, and spirited disagreements, we arrived at what we believe is the most definitive and thoughtfully curated list of the year’s most influential brand stories.
At No. 74, we feature Amazon MX Player’s campaign, “Is Orry and Shikhar’s Jodi Superhit or Superflop?”
The film opens with Orry entering a cricket pitch as Shikhar Dhawan’s batting partner. True to character, Orry brings his signature quirks, taking a selfie with the umpire, posing mid-match, and getting distracted, ultimately leaving Dhawan exasperated as no runs are made.
The spot then pivots to its central message: while this jodi may be a flop, the newly merged Amazon–MX Player partnership promises a “Superhit Jodi” for viewers with a stronger, more entertaining content ecosystem.
The campaign has been conceptualised by SoCheers and written by Mehul Gupta, Co-founder & CEO, SoCheers.
Stay tuned as we continue unveiling the remaining campaigns that defined India’s advertising narrative in 2025.
