The Advertising Club has launched the campaign for the 2025 edition of the ABBY Awards, created in collaboration with The One Show. The campaign cleverly draws from iconic Bollywood film dialogues, blending beloved cinematic moments with modern advertising themes.
By tapping into these familiar cultural references, the campaign celebrates the timeless power of Indian storytelling while highlighting the evolving landscape of brand communication in India. This year’s creative approach emphasizes the fusion of popular culture and advertising excellence, positioning the ABBY Awards within a global framework.
The continued partnership with The One Show ensures that the ABBY Awards maintain international standards, with entries evaluated against the criteria used by leading global advertising competitions.
Alok Lall, Executive Director at McCann World Group India, remarked, “The ABBY Awards have always stood for creative excellence. This campaign amplifies that spirit by embedding Bollywood—a language spoken by every Indian—into our narrative. Our collaboration with The One Show takes this vision worldwide, ensuring our winners gain recognition not just in India, but on the global stage.”
