The ABBY Awards 2025 Powered by One Show reflected more than just a scorecard of wins — they captured a shift in how India’s media and advertising ecosystem is speaking to its audiences: louder in local languages, sharper across digital, and bolder in blending content with commerce.

Wavemaker India emerged as a frontrunner, bagging the coveted Grand Prix for Dream11’s “India’s New Local Language,” a campaign that leaned into vernacular storytelling to break the clutter during the cricket season. The agency also picked up Silver and Bronze medals in the audio-visual storytelling category for Birla Opus Paints and Cadbury 5Star, respectively — marking a strong showing across consumer and cultural touchpoints.

But Wavemaker wasn’t alone in pushing boundaries.

Mindshare India delivered a powerful run with multiple Gold wins for digital-first campaigns like Amazon Prime Video’s “Call Me Bae” and Knorr’s “Dare to Slurp.” The agency also scored across a spectrum of categories with work for Colgate, Closeup, and Britannia, highlighting its multi-platform execution strength.

Meanwhile, EssenceMediacom showed versatility across channels — winning Gold for Flipkart’s print innovation, Silver for Sprite’s digital display, and additional wins for Thums Up, RuPay, and New Saridon. The agency’s work straddled performance media, sports marketing, and culture-driven storytelling.

Among standout niche players, Publicis Media claimed Gold and Silver in the SEO category for Nestlé’s AskNestle and MyNestlé, proving how data-led content continues to evolve. DDB Mudra Max turned heads with its cause-driven campaigns “Ab Meri Dharavi Ki Baari Hain” and “Dharavi Diaries,” both taking Gold for creative that crossed into social commentary.

Smaller players like Tribes Communication also made their mark with campaigns for Honda’s “Dry Thru” and Nerolac’s DIY micro-marketing, tapping into hyperlocal needs with inventive formats.

The creative awards segment saw traditional media houses step up, with ABP Pvt. Ltd. leading with six Golds and a total of 30 points. Bennett Coleman & Co Ltd and Jagran Prakashan Ltd also registered strong showings. This mix of winners illustrates how legacy media companies are evolving to meet new audience preferences through innovative and locally relevant content.

Taken together, the wins point to a larger trend: India’s media future is being shaped by campaigns that go beyond impressions and into emotional territory — where regional nuance, platform fluidity, and cultural fluency win attention in a fragmented marketplace. This evolution isn’t limited to digital-first agencies alone; it includes traditional players finding fresh ways to engage.

In a year when AI tools and e-commerce are rapidly transforming how media is planned and delivered, the 2025 ABBYs suggest that local voices and bold ideas still carry the loudest echo.