Creativity Goes Beyond The Brief

India’s top creative minds and agencies shine at the Abby Awards 2025, with Grand Prix winners setting new benchmarks in innovation, storytelling and sectoral impact across the advertising spectrum

- Reema Bhaduri

As the creative leaders of India's advertising industry assembled for Goafest 2025, the 56th edition of the Abby Awards 2025, powered by The One Show, emerged as a testament to the industry's creative renaissance.

Six Grand Prix awards represent a different facet of creative excellence that has come to define contemporary Indian advertising. From audio-visual innovation to hyperlocal storytelling, environmental consciousness to technological ingenuity, the winners painted a comprehensive picture of an industry that refuses to be confined by conventional boundaries.

Grand Prix Glory

Wavemaker India's triumph with Dream11's 'India's New Local Language' campaign in the Use of Media and Innovative Use of Audio Visual category exemplified the year's defining trend - the seamless integration of regional authenticity with cutting-edge media innovation.