As 2025 draws to a close, the advertising landscape stands out for its eclectic mix of long-form storytelling, AI-powered creativity, memeverse humour, emotionally charged narratives, and even sequels to last year’s breakout hits. To celebrate this creatively rich and competitive year, IMPACT is launching a special editorial series spotlighting the Top 75 Campaigns of 2025—the ads you absolutely couldn’t have missed, and if you did, now is the perfect moment to catch up.
To curate this list, the IMPACT editorial team undertook an exhaustive and deeply analytical review process. We revisited every major campaign released this year, studying narrative craft, creative ambition, cultural impact, and strategic effectiveness. Storytelling depth, cultural relevance, production quality, originality, executional finesse, and audience response were all examined with meticulous precision. After multiple rounds of shortlisting, lively debates, and spirited disagreements, we arrived at what we believe is the most definitive and thoughtfully curated representation of the year’s most influential brand stories.
At No. 73, we spotlight Wakefit’s heartwarming campaign, “Jo Aapke Saath Badhta Hai, Wohi To Ghar Hota Hai,” a film that beautifully captures how home evolves alongside life’s many stages.
In this four-minute film, Wakefit brings to life the idea that “the one that grows with you is what truly becomes home.” The narrative traces how a home evolves through life’s many stages—bachelorhood, marriage, parenthood, shifting responsibilities showing how surroundings change even as the essence of comfort, rest, and belonging remains constant.
At its core, the campaign positions Wakefit not merely as a mattress or furniture brand, but as a companion in one’s life journey. As people transition from young adulthood to marriage to raising a family, Wakefit’s products are designed to adapt to their changing needs, reinforcing the idea of a home that grows with its inhabitants.
The campaign has been conceptualised by Spring Marketing Capital, with creative direction led by Rishav Srivastava.
Stay tuned as we continue unveiling the campaigns that shaped—and sometimes shook India’s advertising narrative in 2025.
