As 2025 draws to a close, India’s advertising ecosystem stands out for its blend of long-form storytelling, AI-driven creativity, memeverse humour, emotionally rich narratives, and inventive sequels to last year’s standout work. To celebrate this vibrant year, IMPACT has launched a special editorial series spotlighting the campaigns that most significantly shaped the industry.
At No. 67 is The FedEx Factor Powering Bold Business Ideas by FedEx. The film is a tribute to New India’s entrepreneurs and visionaries who challenge conventions, push boundaries, and reshape industries. It draws a compelling parallel between the resilience of cricketers and the grit of entrepreneurs.
As a bold idea takes form, the narrative showcases how FedEx provides the global logistics backbone needed to turn ambition into reality. The film features Chennai Super Kings icons M.S. Dhoni, Ruturaj Gaikwad, and Ravichandran Ashwin, adding star power and emotional heft to the story.
The campaign was conceptualised and executed by Saatchi & Saatchi India, led creatively by Rohit Malkani (Chief Creative Officer), Debanjan Basak (Executive Creative Director), and Vikas Gaur (Creative Director).
To curate this year’s rankings, the IMPACT editorial team conducted an extensive evaluation of 2025’s most notable campaigns. Each entry was judged on narrative strength, creative ambition, cultural relevance, originality, production craft, execution quality, and audience response. After multiple rounds of deliberation, the final list highlights the brand stories that left a lasting mark on India’s advertising landscape.
Stay tuned as IMPACT continues to reveal the campaigns that defined and often disrupted the industry in 2025.
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