As 2025 comes to an end, India’s advertising sector continues to show a mix of long-form storytelling, AI-driven creativity, memeverse humour, emotionally anchored narratives, and sequels to last year’s popular campaigns. As part of its annual review, IMPACT is releasing the Top 75 Campaigns of 2025, highlighting the work that shaped industry conversations this year.
At Rank 55 is the first-ever brand campaign from Taneira, a TATA product. The film is set inside a Taneira store, where actor Mrunal Thakur tries on a pure silk saree and seeks the opinion of Usha Uthup. Their interaction reflects common questions faced by saree shoppers choosing fabrics, verifying authenticity, and understanding craftsmanship. The film highlights Taneira’s key strengths: pure silk sarees certified with the Silk Mark, and handwoven designs created by artisans across India. It reinforces the brand’s focus on transparency, authenticity, and quality.
The campaign was conceptualised by Ogilvy, led by Puneet Kapoor, Chief Creative Officer, Ogilvy South.
For this year’s rankings, the IMPACT editorial board reviewed hundreds of campaigns based on narrative clarity, creative approach, cultural relevance, originality, production quality, execution, and overall impact.
IMPACT will continue to feature the campaigns that stood out and shaped the advertising landscape in 2025.
