As 2025 comes to an end, India’s advertising landscape continues to evolve through long-form storytelling, AI-driven creativity, memeverse humour, emotionally grounded narratives, and fresh sequels to last year’s standout ideas. To highlight the work that shaped the year, IMPACT has introduced a special editorial series celebrating the most influential campaigns of 2025.
At Rank 66 is Oscar Goes to Ghosh Babu by General Insurance Council of India, a film that uses a cat’s point of view to highlight the importance of car insurance. In the first instance, the cat chooses to eat a fly, but the owner swats it with his hand. Later, in a parallel situation, a car owner rushing to catch a flight ends up in an accident. Despite the driver’s mistake, his insurance covers the damage underscoring the film’s core message: insurance isn’t expensive, but not having it can be.
The campaign was conceptualised and executed by Mullen Lowe Lintas, under the creative leadership of Sarvesh Raikar, President – Creative, Lowe Lintas.
For this year's rankings, the IMPACT editorial team conducted a detailed review of 2025’s most notable campaigns. Entries were evaluated on narrative strength, creative ambition, cultural relevance, originality, production quality, execution, and audience impact. After several rounds of assessment, the final list recognises the campaigns that made a meaningful contribution to India’s advertising story in 2025.
Stay tuned as IMPACT continues to unveil the campaigns that defined and often disrupted the industry this year.
