The Advertising Club has launched a new campaign for the ABBY Awards Powered by One Show 2025. Drawing on Bollywood film dialogues, the campaign combines advertising creativity with popular culture references, positioning the awards as both locally rooted and globally relevant.
This marks the second year of the Ad Club’s collaboration with The One Show, one of the most prestigious global advertising platforms. Through this association, winning entries from India at the ABBY Awards are evaluated by international jury standards and qualify for global recognition. The campaign aims to highlight this evolution while tapping into India’s cinematic legacy as a cultural connector.
Each creative in the campaign is inspired by a well-known film line, repurposed to reflect themes from the advertising world. It’s a strategy designed to resonate with Indian audiences familiar with Bollywood while underscoring the value of effective storytelling across industries.
Alok Lall, Executive Director, McCann World Group India, said the ABBY Awards are embracing the global stage without losing their cultural context. “Our partnership with The One Show takes this vision global, ensuring our winners are recognized not just nationally but worldwide,” he said.
The ABBY Awards, instituted by The Advertising Club, are among India’s oldest and most recognized platforms for advertising excellence. The latest campaign continues to push its positioning forward at a time when Indian creative work is increasingly gaining global visibility.