Ahead of Goafest 2026, The Advertising Club (TAC) has announced a total of 845 shortlisted entries across 22 broader categories for the Creative ABBY Awards 2026 Powered by One Show, spotlighting the campaigns and brands dominating India’s creative landscape this year.
Among all categories, Digital emerged as the biggest shortlist magnet with 79 shortlisted entries, followed by Social Content and Influencer Marketing and Video Craft, both clocking 68 shortlists each. Audio-Visual, Digital and OTT secured 58 shortlisted entries, while Print followed with 47.
The category-wise broader shortlist tally stands as follows:
- Print – 47
- Still Digital – 24
- Audio-Visual – 31
- Audio-Visual, Digital & OTT – 58
- Audio & Radio – 40
- Outdoor – 29
- Integrated – 31
- Digital – 79
- Technology – 27
- Social Content & Influencer Marketing – 68
- Creative Commerce, Use of Data & B2B – 24
- Design – 44
- Direct – 26
- Brand Experience & Activation – 40
- Public Relations – 34
- Branded Content & Entertainment – 39
- Health ABBY – 30
- Sustainable Development Goals – 29
- Young Maverick – 22
- Video Craft – 68
- Broadcaster ABBY – 19
- Publisher ABBY – 36
At the campaign level, Project Golden Minute for Johnson’s Baby has emerged as the most shortlisted work in the Creative Abby, securing 32 shortlist appearances across categories – significantly ahead of the pack.
It is followed by: The Pride Pact for Britannia with 22 shortlists, If Only for The Photographic Society of India with 17 shortlists, PROJECT EARLY PERIODS for P&G Whisper with 16 shortlists and Dhurandhar for Jio Studios B62 Studios with 15 shortlists.
The trends visible in this year’s shortlist indicate the growing dominance of platform-first storytelling, creator-led campaigns and tech-integrated creativity. The strong showing of Digital, Social Content & Influencer Marketing, and Video Craft categories reflects how advertising continues to shift toward immersive, social-native and content-heavy formats.
Meanwhile, categories such as Brand Experience & Activation, Public Relations and Branded Content & Entertainment also posted strong numbers, signalling continued momentum for integrated campaigns that extend beyond traditional advertising.
The ABBY Awards 2026 Powered by One Show will be held during Goafest 2026, scheduled from May 20 to 22, 2026.
