FCB India goes solo in WARC’s Global Good parade

FCB India's 'Untangling the Politics of Hair' ad film for Stir Magazine, was the sole entry from India to make it to the top 40 list of WARC's 'The Act Good Report 2025'. Ranked at No 39, it examines the complex relationship between women and their hair while challenging patriarchal norms and expectations.

The ad film captures striking visuals of women from different cultures and backgrounds, challenging the rules imposed on them by the societies they live in. Using 'woman's hair' as the key motif, it shows how it symbolises obedience, beauty, identity, and even revolt.

Small's 'Assume That I Can' ad crafted by for US' CoorDown earned the top spot. The second and third ranks were won by the 'Dreamcaster' by FCB New York for AB InBev - Michelob Ultra, and the 'Call Glenn' campaign by VML Antwerp for Child Focus in Belgium. The fourth and fifth spots were grabbed by 'At Second Glance' crafted by Germany's Grabarz & Partner for the German Depression Aid Foundation, and Marcel's 'Women's Football' for Orange in France, respectively.

Compiled by Act Responsible in collaboration with WARC, the 'Act Good Report 2025' ranks global high-impact campaigns that promote sustainability, social responsibility, and spread awareness about major social and environmental issues worldwide.

Act Responsible is an international non-profit association and a global source of ads for social and environmental issues. WARC is a global marketing insights company and publisher of the WARC Rankings.

Act Responsible's co-founder Isa Kurata said, "The Act Good Report promotes, inspires, and unites the advertising industry around social responsibility and sustainability. Advertising has the power to educate, inform, and enact positive change. It must catalyse good and constructive influence."

Act Good Report's rankings for this year were arrived at by combining the performance data from the Act Collection’s annual programme and the results of WARC Creative 100—the global benchmark for creative excellence. Act Collection’s annual programme covers highlights of the Act Exhibition, Act Care Awards, public votes from the Act Tributes, and the Act database.

The evaluation process covered 1,134 campaigns crafted by 752 agencies for 895 advertisers across 84 markets. The report classifies the top 40 campaigns into 21 for non-profits, 12 for commercial brands, and seven for public sectors. The top 40 ranks represent 39 agencies, of which 33 are part of 21 global agency networks and six independent agencies.

Anna Hamill, senior editor, WARC creative and strategic partner, said, “Creativity as a force for positive change has never been more important. WARC is delighted to collaborate with Act Responsible to continue spotlighting the agencies, brands and NGOs that are creating breakthrough ideas that matter to society and can change behaviour.”