Ogilvy, HUL dominate Kantar’s most effective ads of 2025

Ogilvy is the most awarded agency with three winning campaigns, followed by VML and Mullen Lintas (Omnicom) with two awards each, The Womb, McCann and Saatchi & Saatchi. Kantar tested over 1,500 creative pieces of work in India with consumers, identifying campaigns that resonated strongly and delivered meaningful business impact. This year saw twice the number of award-winning ads in 2025.

Kantar’s analysis found that the best-performing campaigns consistently delivered on three dimensions – capturing attention through relatable human truths, driving consideration through relevant brand integrations and building lasting brand equity through culturally resonant storytelling.

The company also unveiled new global insights in creator effectiveness at scale, demonstrating how the media landscape has been evolving and what brands need to do to maximise creative and creator impact. It notes that creator content impact has increased by 77%, making it an influential touchpoint. Integrated media synergies are becoming increasingly important, as 43% of campaign impact now comes from channel synergies, a notable increase from 18% a decade ago. The report also notes that campaigns that combine creator content with branded content deliver up to 43% contribution to sales, outperforming either approach in isolation.

Soumya Mohanty, managing director and chief solutions officer, South Asia at Kantar observes that this year’s winners shared one common factor – they were all built on a deep understanding of Indian consumers. “Whether through community, culture, aspiration, identity or everyday life, the most effective campaigns transformed authentic human insights into compelling brand stories. Their success demonstrates that creativity is most powerful when it feels relevant, meaningful and deeply connected to people’s lives,” she says.

Here’s a look at the winners of Kantar’s Creative Effectiveness Awards, 2026.