The 10th edition of the IndIAA Awards 2025, presented by the India Chapter of the International Advertising Association (IAA), brought together India’s most influential advertisers, agencies, and creative leaders in a grand celebration of storytelling and innovation.

Arun Srinivas, Jury Chairperson and Managing Director & Country Head, Meta India, spoke about key trends shaping consumption of media. He pointed out that with the reels and micro dramas ruling the roost, the average scroll time of Gen-Z is now at a diminishing 1.3 seconds. And considering this demographic is at the backbone of consumption, advertisers are required to not just ignite creativity, but use all the tools at their disposal to create resonant campaigns.

Here are five campaigns that struck a chord with the audienc

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