Mathrubhumi’s anti-drug campaign has been ranked 19th in IMPACT’s Top 75 Campaigns of 2025.
The film focused on educating parents features actor Roshan Mathew and adopts a practical, realistic approach to the issue of substance abuse, avoiding exaggerated or sensationalised storytelling commonly seen in such messaging.
The campaign provides actionable information, including commonly used code words and slang among young people particularly school students tips to help parents identify substance use, details around drug pricing, and guidance on tracking financial transactions. The objective, according to the team, was to move beyond general warnings and equip parents with relevant information that can support early intervention.
The campaign was created by Maitri Advertising Works and led by Venugopal R.
For the 2025 rankings, the IMPACT editorial board assessed campaigns on parameters such as narrative clarity, creative execution, originality, and production quality. The final list includes campaigns that demonstrated clear messaging and cultural relevance.
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