Goibibo’s ‘Don’t Be Stupid Stupid Stupid! Get Great Last-Minute Deals’ campaign has earned a place in IMPACT’s Top 75 Campaigns of 2025, securing Rank 46 in a year dominated by long-form narratives, AI-led ideas, memeverse humour, emotionally grounded storytelling, and inventive sequels to last year’s standout work.
The campaign cleverly repurposes a viral cricket moment from the Border–Gavaskar Trophy, where Sunil Gavaskar famously mocked Rishabh Pant’s dismissal during commentary, repeating 'stupid, stupid, stupid.' The clip, which spread widely among fans, became the cultural seed for Goibibo’s creative twist.
In the ad, Gavaskar finds himself ‘stumped’ by a sudden last-minute price. Pant, seated nearby, recreates the now-iconic “stupid” reprimand only this time to explain how Goibibo helps travellers avoid such surprises with great last-minute deals.
The campaign was developed by Restless, the newly launched content division of MagicCircle Communications, spearheaded by Shray Chawla, Executive Creative Director, and Akshit VS, Executive Creative Director.
For its 2025 rankings, the IMPACT editorial board assessed hundreds of campaigns based on narrative clarity, creative execution, cultural relevance, originality, production quality, and overall impact.
As the ad industry looks ahead to 2026, IMPACT continues to spotlight the ideas, innovations, and voices that defined India’s creative landscape through the year.
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