As 2025 comes to a close, India’s advertising landscape stands out for its eclectic mix of long-form narratives, AI-powered creativity, memeverse humour, emotionally driven storytelling, and inventive sequels to last year’s breakout ideas. In recognition of the work that shaped the year, IMPACT has launched a special editorial series spotlighting the most influential campaigns of 2025.
Coming in at Rank 57 is Garnier Men’s playful and sharply written campaign featuring comedian Anubhav Singh Bassi and actor John Abraham. The ad cleverly taps into a viral pop-culture moment—the time Bassi, during a stand-up set, jokingly roasted the very idea of face washes, including the brand itself.
Turning that moment into a creative opportunity, the film opens with Bassi’s trademark humour and scepticism intact. John Abraham steps in with charismatic ease, nudging him to try the Garnier Men TurboBright Face Wash. What follows is a volley of witty banter, mutual roasting, and classic Bassi improv as he reacts to the product’s effects. The script even loops back to his earlier jokes, with Bassi quipping about the intense freshness and cooling hit from the charcoal and menthol—ingredients he once poked fun at on stage.
The campaign is conceptualised by BBH India, led creatively by Parikshit Bhattacharya, Chief Creative Officer.
For the 2025 rankings, IMPACT’s editorial board evaluated hundreds of campaigns based on narrative strength, creative ambition, cultural relevance, originality, production quality, executional finesse, and overall impact on the country’s advertising discourse. The list celebrates work that not only resonated with audiences but also pushed the industry forward.
IMPACT will continue unveiling the campaigns that defined—and often disrupted—the year in advertising. Stay tuned for the next reveal.
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