As 2025 nears its end, India’s advertising landscape stands out for its inventive blend of long-form storytelling, AI-driven creativity, memeverse humour, emotionally resonant narratives, and sequels to last year’s standout work. In recognition of this dynamic year, IMPACT has launched a special editorial series spotlighting the campaigns that most significantly shaped the industry.
At No. 69, the spotlight falls on Flipkart’s SuperCoins campaign, a strategic push to reinforce the platform’s upgraded rewards programme. Under the initiative, every purchase on Flipkart earns customers SuperCoins, which now offer an additional 5% off across all products.
The heart of the campaign is a charming digital film featuring an elderly couple. Set on a terrace, the spot begins with Dadaji skateboarding, while Dadiji explains the savings customers can unlock with SuperCoins across categories like electronics, fashion, and daily essentials. The film concludes with a celebratory dance and the catchy message: “SuperCoins matlab Super Savings.”
The campaign was conceptualised and executed by FCB Kinnect, with creative direction led by Neville Shah, CCO, FCB Kinnect & FCB/SIX India.
To curate this year’s rankings, the IMPACT editorial team undertook a detailed evaluation of the biggest campaigns released in 2025. Entries were assessed on narrative strength, creative ambition, cultural relevance, originality, production craft, execution quality, and audience reception. After extensive rounds of shortlisting and deliberation, the list reflects the brand stories that made the deepest impact on India’s advertising ecosystem this year.
Stay tuned as IMPACT continues to unveil the campaigns that defined—and occasionally disrupted—the industry in 2025.
