In a year dominated by digital evolution, mainline media proved once again that traditional channels like TV, radio, and print still pack a powerful punch. From heart-touching TV commercials to visually arresting print ads, these campaigns created mass awareness, cultural impact, and real consumer action. Here's a curated list of the top 10 mainline media campaigns of 2025 that left audiences talking—and buying.

1. Surf Excel – "Daag Achhe Hain: Water Warriors"

Surf Excel extended its iconic "Daag Achhe Hain" platform with a water conservation twist. This TV-led campaign showed children saving water in clever ways, reinforcing sustainability without losing the emotional connect. Aired during IPL and primetime slots, it garnered high TRPs and massive brand recall.

2. Amul – "Vote for Real Change"

Amul’s election season print and radio campaign struck a patriotic chord by encouraging young voters to participate. The familiar Amul Girl appeared in dailies like The Times of India and Dainik Bhaskar, delivering witty takes on political developments. It became a viral sensation on social media despite being rooted in print.

3. Tata Motors – "Desh ke Liye Drive Karo"

This pan-India TV and radio campaign launched during Republic Day used stirring visuals and a rousing soundtrack to promote Tata’s new EV line. Shot across Indian landscapes, it blended technology and patriotism—earning praise across both metro and rural markets.

4. LIC – "Zindagi ke Saath Bhi, Zindagi ke Baad Bhi 2.0"

LIC revamped its iconic tagline in 2025 with a poignant TV and print campaign featuring stories of real policyholders. The emotion-driven narrative aired across general entertainment channels and was supported with full-page newspaper spreads in 12 languages.

5. Raymond – "The Complete Man Redefined"

Breaking gender stereotypes, Raymond’s television campaign featured a stay-at-home dad and a working mom, reshaping the idea of “The Complete Man.” It became a conversation starter on both mainline and digital platforms, but its main impact came from its heavy rotation on cable networks and cinema halls.

6. Britannia – "100 Saal Ka Taste"

To mark its 100th anniversary, Britannia released a nostalgic print and TV campaign showcasing iconic Indian moments where their biscuits were present—from independence to Chandrayaan-3. A masterclass in brand legacy storytelling.

7. Hero MotoCorp – "Nayi Raahen, Naye Sapne"

Hero’s radio-first campaign was a surprising hit. Aired across 200+ regional FM stations, it told the inspirational stories of small-town youth chasing big dreams—powered by their Hero bikes. The jingle became a morning anthem across India.

8. Cadbury Dairy Milk – "Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye" (Holi Special)

Revisiting its emotional branding forte, Cadbury launched a TV and print Holi campaign showing intergenerational bonding through colors and chocolate. Its prime-time TV spot combined vibrant visuals with a soulful soundtrack that stayed with viewers long after.

9. Asian Paints – "Har Rang Kuch Kehta Hai – Wedding Walls"

Asian Paints went big on print and cinema advertising during wedding season, targeting Tier 2 and 3 cities. Featuring regional celebrities and wedding-themed wall designs, the campaign effectively married tradition with aspiration.

10. SBI – "Banking on Every Indian"

India’s largest public sector bank ran a high-frequency TV and newspaper campaign focused on financial inclusion. It featured real stories of rural entrepreneurs, pensioners, and first-time borrowers—positioning SBI as not just a bank, but a partner in dreams.

Why These Campaigns Worked

All 10 campaigns shared some common winning traits:

  • Emotional storytelling with deep cultural resonance
  • High-frequency exposure across top-rated TV shows, radio hours, and front-page newspaper placements
  • Regional language adaptations to widen reach
  • Integrated touchpoints—though digital may have amplified, mainline media was the driver

Final Thoughts

While the marketing world continues to innovate with digital-first strategies, mainline media in 2025 proved its relevance by connecting with the masses through emotion, consistency, and trust. These top 10 campaigns are a testament to the enduring power of traditional advertising channels when executed creatively and with purpose.

 

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