It's the last day of 2025, and before we sign off for the year, each member of Manifest's editorial team, has picked a favourite (or two in one case) ad campaign for the year.

Here are our picks with a short note on why they made the cut.

Enjoy these films and see you all next year!

Anupama Sajeet, features editor, Manifest:

Native RO by Urban Company (conceptualised by Manja) and Dream11's #AapkiTeamMeinKaun (conceptualised by Tilt Brand Solutions and ZeroFifty)

Reason: Choosing a single favourite feels a tad unfair when more than one campaign makes the cut, albeit for very different reasons. So here goes my two picks from 2025: Urban Company’s 'Filter To Pagal Hai' by Manja is a sheer storytelling delight with an absurd-yet-all-too-familiar premise, spot-on casting, solid acting, and a well-paced buildup. A refreshingly cheeky take on water purifier woes, it turns an everyday frustration into a comic payoff.

My other pick is Dream11’s #AapkiTeamMeinKaun film which’s is a masterclass in getting celebrity advertising right, leaning into its multitudinous star cast without pandering to the starry egos of its famous faces. Both ads prove that creativity is far from dead, and that sharp writing and craft can make even a basic category like water purifiers unmissable!

Noel D'souza, senior correspondent, Manifest: 

Britannia Good Day x Parle Monaco's print ad (conceptualised by Enormous)

Reason: Picked this because it turned allyship into action. A front-page print ad literally made space for a competitor and backed it with real, ongoing support for the LGBTQIA+ community. Instead of rainbow symbolism, it redistributed something more meaningful: visibility, attention, and resources. Created by Enormous in partnership with The Humsafar Trust and supported by GiveIndia, it paired visibility with substance. It showed that allyship doesn’t have to be loud or self-congratulatory to matter. It just has to be practical, generous, and real.

Raahil Chopra, founder and editor, Manifest: 

Dream11 (conceptualised by Tilt Brand Solutions and ZeroFifty)

Reason: Launched ahead of the IPL season at a time when many celebrity-led films were getting lost in the clutter, this film stood out and how. Filled with humour, the film stood out with a great performance from not just the actors but the cricketers too. With the real money gaming ban coming in place, it's probably the last time we are seeing an advertisement of such scale in terms of the number of celebrities being used in a campaign. 

Riya Sethi, senior correspondent, Manifest: 

Bold Care 

Reason: Crafted as a ‘roast battle’ rather than a traditional commercial, the Boldcare ad stood out for its sharp humour and self-awareness, incorporating real-life controversies instead of shying away from them. The choice of Anurag Kashyap and Samay Raina made the campaign feel bold, unfiltered, and refreshingly honest, turning the ad into a cultural moment rather than just a brand promotion.