As 2025 draws to a close, India’s advertising sector continues to embrace long-form storytelling, AI-powered creativity, memeverse humour, emotionally resonant narratives, and sequels to last year’s breakout ideas. In its annual review, IMPACT is unveiling the Top 75 Campaigns of 2025, spotlighting the work that shaped the industry’s conversations this year.
Ranked at No. 54 is Veeba, the sauces and condiments brand, with its heartwarming campaign “Mehnat Ka Phal Veeba Hota Hai.” The film celebrates the idea that food is often the sweetest reward for everyday achievements.
The narrative follows a schoolboy who, instead of participating in the annual sports day, chooses to work behind the scenes as part of the organising team. His contribution ensures the event runs smoothly, allowing his classmates to enjoy the tournament. His quiet effort pays off with a moment of recognition at home, underscoring the campaign's theme.
The campaign was conceptualised by Enormous, led by Ashish Khazanchi, Managing Partner.
For this year’s rankings, the IMPACT editorial board evaluated hundreds of campaigns on narrative clarity, creative craft, cultural relevance, originality, production quality, execution, and overall impact.
IMPACT will continue to spotlight the campaigns that defined and influenced India’s advertising landscape in 2025.
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