Yas Island’s latest campaign, Zindagi Ko Yas Bol, has secured a spot in IMPACT’s Top 75 Campaigns of 2025, ranking at No. 45. Fronted by Hrithik Roshan, Farhan Akhtar, and Abhay Deol, the campaign blends nostalgia with adventure-led storytelling.
The initiative opens with a trailer that sets the stage for a five-episode series, following Roshan, Akhtar, and Deol as they explore the many experiences Yas Island has to offer. The narrative leans into playful rivalry, with each character pushing the others to step out of their comfort zones embodying the campaign’s central idea of saying ‘Yas’ to life and every adventure. A custom jingle has also been created to anchor the campaign’s identity.
The series has been developed by filmmakers Zoya Akhtar and Reema Kagti, who co-wrote the script, bringing their signature storytelling sensibility to the travel-led narrative.
For its 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters such as narrative clarity, creative execution, cultural relevance, originality, production quality, and overall impact. As the advertising industry looks ahead to 2026, IMPACT continues to spotlight the ideas, innovations, and creative voices that shaped India’s advertising landscape over the year.
