As 2025 winds down, India’s advertising landscape reflects a dynamic blend of long-form narratives, AI-driven creativity, memeverse humour, emotionally rooted storytelling, and inventive sequels to last year’s hits. To honour the work that defined the year, IMPACT presents a special editorial series spotlighting the most influential campaigns of 2025.
At Rank 62, Sony LIV’s latest film sets the tone for the upcoming fifth season of the show, delivering a bold piece of satire infused with social commentary and self-awareness. Conceptualised and executed by Moonshot, the campaign opens in a mockumentary style, featuring fictional CEOs and startup founders airing outlandish complaints in deadpan interviews.
Against the backdrop of a fictional city overlooked by a dejected CEO who “has” to live in India, the film juxtaposes a sombre setting with delightfully absurd grievances. One executive laments having to carry his own golf clubs after his project manager quit; another is baffled that he must now come into the office because “everyone keeps leaving to start startups.” The humour is exaggerated, but the insight hits home: India’s workforce is quietly, and increasingly, choosing entrepreneurship over conventional career paths.
The campaign is helmed creatively by Tanmay Bhat and Deep Joshi at Moonshot.
For this year’s rankings, the IMPACT editorial board evaluated hundreds of campaigns on narrative strength, creative ambition, cultural relevance, originality, production quality, executional finesse, and overall impact. The final list honours the work that shaped the country’s advertising discourse in 2025.
Stay tuned as IMPACT continues to unveil the campaigns that defined—and often disrupted—the industry this year.
