As 2025 winds down, India’s advertising landscape reflects a dynamic blend of long-form narratives, AI-driven creativity, memeverse humour, emotionally rooted storytelling, and inventive sequels to last year’s hits. To honour the work that defined the year, IMPACT presents a special editorial series spotlighting the most influential campaigns of 2025.
At Rank 61 is Amazon Prime Video’s campaign called ‘Every kind of emotion. It’s on Amazon Prime’, with two separate films featuring actors Manoj Bajpayee and Samantha Ruth Prabhu.
The two market-specific films feature actors as narrators in daily situations, where choosing what to watch reflects how something feels rather than whether it’s comedy or thriller. Each film highlights that viewers pick content that matches their mood or state of mind.
Created by agency MANJA, the campaign uses everyday stories to show that people connect with content based on emotions, not strict genres.
For this year’s rankings, the IMPACT editorial board evaluated hundreds of campaigns on narrative strength, creative ambition, cultural relevance, originality, production quality, executional finesse, and overall impact. The final list honours the work that shaped the country’s advertising discourse in 2025.
Stay tuned as IMPACT continues to unveil the campaigns that defined—and often disrupted—the industry this year.
