In a world dominated by digital clicks and influencer reels, mainline media made a powerful comeback in 2025. Traditional platforms like television, newspapers, and outdoor advertising proved that great storytelling and bold creativity still capture hearts and headlines. This year, several campaigns not only turned heads but also went viral globally—proving that mainline isn’t just alive, it’s thriving.

Here are the top 10 creative mainline media campaigns of 2025 that took the world by storm:

1. Tanishq – "Generations of Gold" (TV + Print)

Tanishq celebrated 75 years with a heartwarming TVC that showed the journey of a gold necklace passed down through three generations of women. The nostalgic storytelling, combined with stunning visuals and an emotional soundtrack, struck a chord with millions. The campaign was supported by high-impact print visuals in The Hindu and Femina.

2. Coca-Cola – "India’s Real Cheers" (OOH + TV)

Coca-Cola turned bus stops and train stations into “cheering zones” during the IPL season, broadcasting crowd cheers through surround speakers. Their TV ad featured everyday Indians cheering for their favorite teams in real-time. The innovation in physical spaces combined with emotion created a viral wave across cities.

3. Surf Excel – "Stains of Unity" (TV + Billboard)

Surf Excel’s Holi campaign in 2025 moved from "Daag Ache Hain" to a deeper message about communal harmony. Kids from different religious backgrounds were shown playing Holi together in a powerful TVC that aired during prime time. Massive color-splashed billboards reinforced the message in metro cities.

4. Tata Motors – "India Moves Forward" (Print + TV)

Tata Motors launched a patriotic series of print ads showcasing innovations like EV trucks and AI-powered cars, wrapped in the theme of “Bharat on the Move.” Aerial shots of highways and urban centers paired with a poetic narration made the TVC go viral during Republic Day.

5. Amul – "Climate Consciousness" (Print Series)

Amul took a bold turn in 2025 with a limited-edition eco-awareness print campaign. Their famous topical cartoons focused on sustainable farming, rising temperatures, and water scarcity. Shared widely across social media, these newspaper clippings were reposted by environmentalists and celebrities alike.

6. Asian Paints – "Your Walls, Your Stories" (TV + Outdoor)

This campaign invited real people to share memories associated with their home walls—from childhood scribbles to wedding decorations. Selected stories became billboard art across Mumbai and Delhi, while the TVC aired their emotional transformations, earning millions of views on YouTube post-telecast.

7. Cadbury Dairy Milk – "Say It With Chocolate" (TV + Magazine Inserts)

Cadbury returned with an upgraded “Kuch Meetha Ho Jaaye” message, focusing on unspoken love. Magazine inserts included actual foldable love notes in Cadbury shapes. The TVC showed a shy college student using chocolate to confess, and it quickly became the talk of the town.

8. Fevicol – "Unbreakable Bonds" (Billboard Innovation)

Fevicol installed giant cracked walls on buildings in Pune and Delhi with a single Fevicol tube “holding it together.” The message: “Jo Fevicol jode, woh kabhi na toote.” This 3D OOH stunt became a visual spectacle and earned widespread praise for its creativity.

9. LIC – "Every Step With You" (TV + Newspaper)

LIC’s 2025 campaign narrated the story of a single mother saving for her daughter’s education. The storytelling, narrated over a soft instrumental score, aired during the Women's Day special. It was paired with real-life policyholder stories published in national dailies.

10. Parachute – "Roots of India" (TV + Rural Wall Painting)

Parachute launched a campaign highlighting the beauty of traditional Indian hair care rituals. They reached rural markets using painted murals across village walls in Maharashtra and Tamil Nadu, synchronized with TV ads showcasing these rituals. The mix of hyperlocal and national media made it a rare viral success.

Final Thoughts

These campaigns demonstrate how mainline media, when executed creatively, still has the power to inspire, inform, and ignite emotion. 2025 proved that it’s not just about the medium, but the message—and traditional media still delivers it with impact.

 


Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)