Rajat Sikder, Director, Walk The Talk shares his top 3 campaigns of 2025

Out-of-Home advertising has always been a game of attention over mere impressions. It’s a medium where creativity meets scale, where brands can speak to audiences with unmatched impact and where innovation has no real ceiling. 

2025 was a year that pushed us at Walk The Talk to think bolder, execute smarter and bring alive brand narratives in their most inventive and authentic forms. While many campaigns stood out, three in particular defined the year for us: 

“KFC Feastival” – When Big Became Bigger Than Imagined 

OOH is synonymous with scale, but how big is big? KFC’s “Feastival” objective was clear: to announce its special “Feastival” menu featuring four fan-favourite meals, all bundled at an irresistible price point and do it in a way that grabbed attention far beyond the ordinary. 

In this category-first innovation, we redefined largeness itself. 

Near Bengaluru Airport, an expansive open field became the canvas for KFC’s “Feastival” message. As aircrafts descended, passengers were greeted by a massive branded field, an execution that transcended size norms and showcased the limitless canvas OOH can truly be. 

While OOH also gives an opportunity for cross platform amplification, the campaign sparked conversations across media platforms and social channels, garnering widespread traction. 

Beyond the field branding, an innovative OOH rollout across 12 markets tied together a powerful, full-circle narrative, taking the story from skies to the streets. 

PNB MetLife – “Aapka Aage Ka Plan Kya Hain?” – A Blend of Tech, Tradition & Thoughtfulness 

This campaign stood out for seamlessly blending technology with emotional resonance. An uncommon combination executed with precision. 

Interactive QR codes placed across metro trains and close-view formats transported audiences into an immersive audio-visual journey. With Smriti Mandhana walking viewers through product benefits, the message became not just communicative but experiential. 

A robust multi-format OOH plan, with large billboards, DOOH screens and transit media amplified the campaign across 37 markets, ensuring visibility, recall and relevance at every touchpoint. 

But what truly set this campaign apart was its heart. 

All media skins were collected post-campaign and repurposed into over a thousand sturdy school bags. Distributed to students across various kasbas and talukas in Madhya Pradesh. A gesture of sustainability, responsibility and compassion, inspiring a thousand smiles and nurturing a thousand dreams. 

“Pahado Wali Maggi” – When a View Becomes a Feeling 

Some brands evoke nostalgia. Maggi in the mountains is one such feeling. 

The challenge was to recreate this emotion in a way that was innovative, simple and deeply contextual. The creative already featured a hillscape, but we elevated it. Literally. 

By cutting out the illustrated hills to form a window, we allowed the real mountains to complete the visual story through it. The result? A live, breathing creative that blended seamlessly with its surroundings. Organic, ingenious and emotionally resonant. 

In a market buzzing with noise, this campaign didn’t just stand out, it connected. Because the most powerful stories aren’t only seen, they are felt.