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At the 2025 ABBY One Show Awards, the independent creative shop Enormous Advertising was named “Creative Agency of the Year,” emerging at the top of the leaderboard with 286 points. The agency’s performance was underscored by a strong showing across categories, earning six Gold, 17 Silver, and 24 Bronze medals.

Trailing behind were Leo India and VML India, which secured the second and third positions with 196 and 78 points, respectively. Leo India took home nine Silver and 29 Bronze medals, while VML India’s haul included one Grand Prix, one Gold, three Silver, and three Bronze awards.

Famous Innovations, which placed fourth with 72 points, delivered notable work that earned it two Grand Prix, two Gold, three Silver, and three Bronze medals. Its campaign for Henlo Pet Nutrition, “The Anatomy of Suffering,” was recognized in the Still Print-Still Craft-Art Direction and Out of Home (Ambient Media) - FMCG - Food & Beverages categories.

VML India’s Grand Prix win came for its campaign “Neeman’s Are Those Neeman’s Shoes Phone Hack” for Neeman’s, awarded in the Audio - Voice - Activation category.


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In the specialist categories, Leo India further distinguished itself by winning the title of “Brand Activation and Promotions Specialist Agency of the Year,” earning 30 points through two Silver and four Bronze medals. Grey Group and McCann Worldgroup India followed with 24 and 20 points, respectively. Grey took home four Silver medals, while McCann earned two Silver and two Bronze.

Tribes Communication, ranking fifth overall with 16 points, won a Grand Prix and one Bronze medal. The agency’s campaign for Kansai Nerolac Paints, titled “Nerolac Dukaan It Yourself (DIY Yourself),” was awarded in the Out of Home - Ambient Media - FMCG - Foods & Beverages category.

In the “Branded Content & Entertainment Specialist Agency of the Year” category, FCB India emerged at the top with 30 points, followed by Leo India (20 points) and Enormous (14 points). FCB secured three Silver and three Bronze medals, while Leo earned two Silver and two Bronze, and Enormous won one Silver and two Bronze.

Tribes Communication also performed well in this category, ranking fourth with 12 points, including one Gold and one Bronze medal. Its Gold came for another Kansai Nerolac Paints campaign, this one in the Out of Home (Ambient Media) - FMCG - Personal Care, Home Care, Healthcare & Others category.

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Leo India claimed an additional honor as “Health Specialist Agency of the Year,” scoring 40 points through one Gold and four Silver medals. Mudra Max and McCann Worldgroup India followed with 16 and 14 points, respectively. Notably, Leo’s Gold came for P&G Whisper’s “Early Periods” campaign in the Health Abby Brand Lead Education and Awareness category, while McCann earned its Gold for Buckaroo’s “Fit My Feet” campaign in the Corporate Image & Communication subcategory.

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The 2025 ABBY Awards, held in association with The One Show, saw a record 4,076 entries this year, including 1,398 from media agencies and 2,678 from creative shops. The turnout underscores the growing integration of strategic media planning and creative storytelling in India’s evolving advertising landscape.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/goafest-2025-enormous-tilt-mccann-leo-atom-come-out-on-top-at-the-abby-awards-66964.htm">Goafest 2025: Enormous, Tilt, McCann, Leo, atom come out on top at the ABBY Awards</a> 

Independent Agency Enormous Named ‘Creative Agency of the Year’ at 2025 ABBY One Show Awards

Known for his discipline, authenticity and deep emotional connect with audiences, actor and entrepreneur Suniel Shetty brought a grounded and insightful perspective to Goafest 2025. In a candid session, Shetty spoke about the principles that have guided his multi-faceted journey, from Bollywood action hero to purpose-driven storyteller and wellness advocate.

He emphasized that long-term success is not about occasional bursts of effort but about daily commitment and consistency. “It’s not about bursts of effort, it’s about showing up every single day,” he said, crediting discipline as the cornerstone of his growth—whether in maintaining physical fitness, emotional resilience, or creative integrity.

Reflecting on his evolving career, Shetty highlighted the shift from fame-driven choices to projects rooted in intention and emotional depth. His words served as a reminder that authenticity, backed by consistent effort, remains timeless in an ever-changing entertainment landscape.

Calling on advertisers to back emotionally grounded Indian content, he made a pitch for Hunter, his action-thriller series on MX Player. “Stories like Hunter aren’t just entertainment—they’re rooted in raw emotion and deserve support,” he asserted, urging the industry to invest in content that resonates beyond the surface. Offering a first look at Hunter Season 2, Shetty described it as a father’s gritty, emotional journey to find his daughter—blending heart-pounding action with deep human vulnerability. “It’s pain, love, sacrifice, redemption—all set to a powerful score. We’ve gone deeper this time,” he shared.

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When asked about his most emotionally demanding role, Shetty named his work in Water, where he played a real-life hero. “It was about truth. Not acting, but honesty,” he said, emphasizing that storytelling must go beyond theatrics to honor lived experiences.

He also reflected on his decades-long relationship with audiences, fans who continue to celebrate his iconic stunts and dialogues with warmth. “Legacy is built on how you make people feel—not just what you do. That’s true in film, business, and life,” Shetty said in closing.

Read More: <a href="https://www.storyboard18.com/brand-makers/from-politics-to-pitch-gautam-gambhir-opens-up-on-coaching-team-india-life-after-politics-at-goafest-2025-66939.htm">From Politics to Pitch! Gautam Gambhir opens up on coaching team India, life after politics at Goafest 2025</a>

“Support stories that stir emotion, not just sell” says Suniel Shetty to advertisers at Goafest

Known for his grit, focus and match-winning temperament, Cricket Legend and Team India coach Gautam Gambhir in a conversation with Anand Narasimhan - Sr Anchor & Managing Editor of CNN News 18 at Goafest 2025 shared insights into his professional philosophy, emotional authenticity and personal journey, from cricketing highs to political detours and ultimately, a return to the sport that gives him peace and happiness. “Not many get to wear the India jersey again — first as a player, now as coach,” he said.

Gambhir, known for his steely resolve on the field, remains unapologetically candid about his coaching ethos. “There can only be one winner. That’s the only reason I’ve got that game face on,” he said, reaffirming his uncompromising commitment to winning and team performance.

He dismissed media-fueled speculation around factionalism in the Indian dressing room, labeling it as “noise" and reiterated his loyalty lies with fans. He said, “My responsibility and accountability is towards that 10-year-old who comes to the ground to see India win.”

Now eight months into his coaching tenure, Gambhir described the Indian dressing room as a space full of “honest, proud individuals” dedicated to making 140 crore Indians proud. He stressed the importance of team unity, open conversations and creating an atmosphere where players don’t feel “suffocated” by egos or fear of judgment. “There has not been any personality clashes. Yes, there have been differences of opinion, and it happens in every profession,” he said. “The coach’s job is to support the captain. It’s always the captain’s team.”

He also rejected the idea that players should mask their emotions. “If you’re showing emotions, it means you care… I’ve never done it for the cameras,” he stated.

Reflecting on high-pressure environments, Gambhir highlighted the role of constructive conflict in elite sport, asserting, “If it’s not personal, it’s just about fighting for your jersey. And that’s fine.” Heated exchanges, he believes, are part of the passion, not dysfunction. “We’ve had dinner after those moments.”

He took full ownership for diffusing any tension, emphasizing that the player is always under more pressure than the coach. “My job is to sort things out,” he stated unequivocally.

<strong>From Parliament to Pitch...</strong>

Gambhir’s brief but committed stint in politics ended with clarity about where his true passion lies. “After five years, I realized that my love lies somewhere else — cricket gives me happiness,” he revealed. Though he’s stepped away from politics, Gambhir strongly believes in public service. “Either I stop having opinions, or I have the courage to step in and change things,” he said. “Good people should absolutely get into politics. This country needs them.”

After opting out of elections and mentoring KKR for IPL, Gambhir found himself offered the Indian coaching role. “Life has a plan for you… Just keep doing the right things honestly,” he reflected.

Speaking candidly about retirement, both his own and that of Virat Kohli and Rohit Sharma, Gambhir maintained that it must remain a personal choice, untouched by selectors or coaches. “Retirement is not just about form, it’s about what’s inside you,” he said.

He looks back on his career with contentment, not regret. “Very few people in India have two World Cup medals at home… In a team sport, 10,000 runs are not important. Winning and contributing in big moments is.”

Read More: <a href="https://www.storyboard18.com/agency-news/goafest-2025-wavemaker-named-media-agency-of-the-year-at-2025-abby-awards-66773.htm">Goafest 2025: Wavemaker named Media Agency of the Year at 2025 ABBY Awards</a>

<strong>Eyes on 2026 T20 World Cup!</strong>

Looking ahead, Gambhir is focused on the upcoming 2026 T20 World Cup in India, choosing not to speculate on the 2027 ODI World Cup. “If you keep performing, age is just a number,” he added, in reference to selection debates surrounding senior players.

On captaincy models, he said, “Ideally, one captain is easier. But practically, two captains are better today. You can’t captain for 12 months in a year — it affects performance and mental space.”

Read More: <a href="https://www.storyboard18.com/brand-makers/agencies-must-reinvent-to-stay-relevant-in-the-age-of-ai-says-publicis-groupes-rishad-tobaccowala-66795.htm">Agencies must reinvent to stay relevant in the Age of AI, says Publicis Groupe's Rishad Tobaccowala</a>

From Politics to Pitch! Gautam Gambhir opens up on coaching team India, life after politics at Goafest 2025

At the 2025 ABBY Awards, held in association with The One Show, independent advertising agency Enormous emerged as a commanding force, securing the title of Digital Specialist Agency of the Year with a leading total of 64 points. The agency outpaced top contenders Leo India and atom network, which placed second and third with 26 and 22 points, respectively, in the categories. 

Enormous collected six gold, five silver, and six bronze medals across categories. Notably, the agency earned a Gold in the ‘Digital – Online Only Video’ category for its work on Finolex’s “Smart Door Locks” campaign.

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Tilt Brand Solutions in collaboration with ZeroFifty Mediaworks is placed fifth with 18 points, winning a gold, silver, and bronze for its work on Dream11’s “Aapki Team Mein Kaun – The Party” in the categories of ‘Digital Only Online Video’ and ‘Digital Craft – Creative Use of Copywriting.’

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In addition to its digital accolades, Enormous was also named Mobile Specialist Agency of the Year, amassing 12 points through one silver and one bronze win. McCann Worldgroup India and VML India followed, each claiming a gold medal.

McCann Worldgroup was honored for ESAF Small Finance Bank’s “Dabba Savings Account” in the ‘Direct Response – Dimensional Mail (3D Pieces)’ category. The agency also earned a gold for Rotary Club Bangalore PC’s “Message” in ‘Mobile – Mobile Video,’ and for Buckaroo’s “Fit My Feet” in ‘Work Done for Social Awareness or Charity Causes.’

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Meanwhile, the Technology Specialist Agency of the Year award was jointly awarded to Leo India and Mindshare, with each agency earning 10 points. Leo secured a silver medal, while Mindshare took home a silver and bronze. Atom network followed with eight points, including one bronze.

Leo India also took home the Direct Specialist Agency of the Year title, accumulating 40 points through three silver and five bronze wins. Famous Innovations and FCB India followed closely with 30 and 26 points, respectively. Famous earned five silvers, while FCB India stood out with a Grand Prix, three golds, and one silver, among them, top honors for Central Railways’ “Lucky Yatra” and Uber India’s “Uber One.”

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The 2025 edition of the ABBY Awards saw a robust 4,076 entries submitted across disciplines, including 1,398 from media agencies and 2,678 from creative agencies, highlighting the growing diversity and competitive spirit of the advertising landscape.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/agency-news/goafest-2025-wavemaker-named-media-agency-of-the-year-at-2025-abby-awards-66773.htm">Goafest 2025: Wavemaker named Media Agency of the Year at 2025 ABBY Awards</a> 

Goafest 2025: Enormous, Tilt, McCann, Leo, atom come out on top at the ABBY Awards

As artificial intelligence reshapes industries at breakneck speed, agencies stand at a crossroads. In a conversation with Storyboard18 at the sidelines of Goafest 2025, Rishad Tobaccowala, author and senior advisor to Publicis Groupe, reflected on the evolving role of agencies in the rapidly advancing age of artificial intelligence. Calling AI both a disruptor and an enabler, he said agencies must undergo reinvention and show strong leadership to thrive, not just survive.

“The role of agencies is not diminishing—it’s changing,” Tobaccowala noted. “Historically, every major technological leap has helped the agency business grow. But growth is conditional on adaptation. Those who don’t evolve will fade out.”

He predicted that AI will automate between 20–40% of tasks across industries, including agencies, consulting firms and client organizations. However, he stressed this shouldn’t necessarily translate to a loss in relevance. Instead, AI could free up bandwidth for higher-order thinking, strategic planning and creativity; areas where human insight continues to add irreplaceable value.

Recalling the Deep Blue–Kasparov era, Tobaccowala said, “While Deep Blue beat Kasparov, the combination of Kasparov and Deep Blue beat Deep Blue. That’s the model for agencies: people plus AI, not people versus AI.”

When asked about the wave of mergers and consolidations in the industry, such as the reported IPG-Omnicom merger, he attributed them to both economic and structural reasons. "It’s often about achieving scale in media and data, managing costs, and adjusting to oversupply in the marketplace,” he explained. “Mergers reduce capacity and make supply chains more cost-effective.”

On what brands now expect from agencies in an AI-powered environment, Tobaccowala highlighted a dual pressure, that is agility and specialization. With multiple AI platforms such as OpenAI, Gemini, Anthropic and potentially homegrown Indian solutions, coming into play, fragmentation and complexity will increase.

“In such a landscape, agencies still have a role, but the role is evolving. The question is - will agencies step up to it?” he said. “Clients are going to ask: do I need an agency, or can I do this myself?”

Read More: <a href="https://www.storyboard18.com/brand-makers/why-will-i-buy-time-i-will-buy-end-outcomes-tata-motors-cmo-shubhranshu-singh-66775.htm">‘Why will I buy time? I will buy end outcomes’: Tata Motors CMO Shubhranshu Singh</a>

Interestingly, Tobaccowala also predicted that companies may eventually downsize internally, relying more on agile, AI-enabled partners. “Clients might shrink their size and outsource more. Agencies could become even more important if they deliver the right value.”

“AI will not replace agencies. But agencies that use AI effectively will replace those that don’t,” he noted.

Read More: <a href="https://www.storyboard18.com/agency-news/goafest-2025-wavemaker-named-media-agency-of-the-year-at-2025-abby-awards-66773.htm">Goafest 2025: Wavemaker named Media Agency of the Year at 2025 ABBY Awards</a>

Prasanth Kumar, Chief Executive of GroupM South Asia, formally opened the 2025 edition of Goafest on May 21, calling on industry leaders to embrace creativity, collaboration and meaningful dialogue under this year’s theme, “Ignite.”

“Goafest is more than a festival, it’s a movement,” Kumar said during his keynote address. “It’s about the connections we forge, the ideas we ignite, and the inspiration we carry forward to redefine the future of the industry.”

This year’s festival, which organizers say is among the most expansive in its nearly two-decade history, features more than 60 speakers across 20 sessions, along with over 15 masterclasses and a suite of panel discussions. Topics range from marketing and artificial intelligence to data strategy and narrative craft.

Kumar highlighted that “Ignite” is not merely a thematic choice, but a directive, meant to push the boundaries of what marketing, technology and creativity can accomplish together.

Reflecting on the festival’s growth since its founding in 2006, Kumar credited industry pioneers for establishing Goafest as a cornerstone of India’s advertising calendar. Its evolution, he said, is a testament to shared vision, persistence and innovation across the sector.

Among this year’s highlights is an expanded speaker lineup that includes business executives, technology innovators, marketing leaders, entertainment figures and athletes. The festival also introduces the Goafest Village, a new experiential zone aimed at fostering immersive learning and cross-sector networking beyond traditional conference settings.

Organizers say the 2025 edition has been curated with an emphasis on inclusion, transformation and inter-industry collaboration. Industry bodies including the IAA, ISA, IBDF, and ASCI have contributed to shaping the event’s agenda.

Kumar also acknowledged the collective effort behind the festival’s production, citing the leadership of Rana Barua, Chairman of the Advertising Club of India, along with committee members Jai Talwar and Mohit Joshi. He expressed gratitude to principal sponsors Amazon and Xplay, as well as partners from media, technology and production sectors.

Read More: <a href="https://www.storyboard18.com/agency-news/goafest-2025-wavemaker-named-media-agency-of-the-year-at-2025-abby-awards-66773.htm">Goafest 2025: Wavemaker named Media Agency of the Year at 2025 ABBY Awards</a>

Beyond the boardroom, this year’s program extends into wellness and culture. The new “Advertising Plays” initiative introduces a sports and fitness component, while the popular “Advertising Rocks” music showcase returns, rounding out what organizers describe as a “360-degree industry experience.”

“As we depart on Friday, it will not just be with memories, it will be with momentum,” Kumar said. “The ideas we nurture here will reshape the months and years ahead.

Read More: <a href="https://www.storyboard18.com/brand-makers/agencies-must-reinvent-to-stay-relevant-in-the-age-of-ai-says-publicis-groupes-rishad-tobaccowala-66795.htm">Agencies must reinvent to stay relevant in the Age of AI, says Publicis Groupe's Rishad Tobaccowala</a>

GOAFEST 2025