Indian Campaigns That Made Their Mark at Spikes Asia 2025

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At Spikes Asia 2025, Indian creativity took center stage, with campaigns that blended innovation, cultural relevance, and purpose-driven storytelling to earn accolades across multiple categories. Among the standout performers was McCann Worldgroup India, which was named Agency of the Year, collecting an impressive seven awards, including a Grand Prix, one Glass Spike, three Golds, and two Silvers.

McCann Worldgroup India Leads with ‘Fit My Feet’

The agency’s standout campaign, ‘Fit My Feet’ for Buckaroo Footwear, was celebrated for its inclusive design in the medical footwear space. The campaign earned the Grand Prix in Design, showcasing how accessibility can be both meaningful and innovative. It also picked up a Gold Spike in Brand Experience & Activation: Breakthrough on a Budget and a Silver Spike in Brand Experience & Activation: Single Market Campaign. The initiative was lauded not just for its product innovation but for its ability to connect with real human needs—underscoring design’s role in driving equity.

Driving Financial Inclusion with ‘Dabba Savings Account’

Another campaign from McCann, ‘Dabba Savings Account’ for ESAF Small Finance Bank, was recognised for its grassroots approach to financial inclusion. The campaign cleverly integrated the traditional Indian dabba (lunchbox) with a savings message for underserved communities, offering a relatable path to banking access. It won two Gold Spikes for Customer Acquisition & Retention across categories, a Silver Spike for Social Behaviour & Cultural Insight, and the prestigious Glass Spike for its social impact and cultural relevance.

A Broader Celebration of Creativity

Spikes Asia 2025 highlighted a broad spectrum of creativity across Asia-Pacific, but Indian campaigns stood out for their strong narratives and cultural grounding. Other notable mentions include:

Motorola – ‘Deep Connect’
Agency: Dentsu Creative
A campaign that explored meaningful human-tech connections, rooted in storytelling and emotional insight.

As we look at the full list of winners, one thing is clear: India’s creative industry continues to evolve, pushing boundaries not just in advertising, but in social innovation and human-centered design. These campaigns are more than just award-winners—they’re blueprints for purpose-led creativity in an increasingly complex world.

Motorola – Deep Connect