As 2025 comes to an end, IMPACT is presenting a special editorial series featuring the most notable advertising campaigns of the year.
At Rank 50 is Rakesh Masala’s campaign starring brand ambassador Hrithik Roshan. The ad opens with a character saying the paneer is so tasty he might “eat his fingers.” Roshan replies, “You can, I have extra,” creating an awkward moment in the room because of his well-known double-thumb feature. He then clarifies that he was referring to the extra paneer. The simple exchange became the talking point that drove the ad’s recall.
The campaign was created by Collective Creative Labs, led by Debanjan Dhar, Creative Director.
For this year’s rankings, the IMPACT editorial board evaluated hundreds of campaigns on narrative strength, creativity, cultural relevance, originality, production quality, execution, and overall impact.
IMPACT will continue to announce the remaining campaigns that shaped advertising in 2025.
