Work for Mathrubhumi centenary celebration wins ‘Maitri’ gold medal in prestigious marketing awards
Kochi-based advertising agency Maitri Advertising Works bagged the Agency of the Year award in the Indian Marketing Awards for South, organised by Exchange 4 Media. The event saw a fierce competition from national and international brands for the top spot in the lucrative southern market. The Bangalore and Chennai branches of global agencies were in the fray as well. The glittering awards ceremony held in the Taj MG Road ballroom was attended by the top management of some of the country’s biggest organisations.
Maitri, whose tagline reads ‘Conviction Works’, won four Gold and one Silver, making it to the top of the leaderboard. Their work included Gold for an ambitious anthology of films to celebrate the 100th anniversary of one of Kerala’s most influential Dailies- Mathrubhumi. The powerful series bagged them Gold in the Branded Content- Media category. They added to the list with their promo for Bigg Boss Malayalam Season 4 - an Asianet property, which got them another gold for Best Use of TV. The striking commercial, starring Malayalam actor Mohanlal, brought a colourful twist to the popular reality show.
Their third Gold came for their campaign for Kerala’s Department of Women and Child Development, a bold initiative that focussed on women living without compromise - through 2 music videos featuring prominent figures Arya Dayal and Sayanora & Indulekha Warrier, digital films featuring the celebrated Minnal Murali director Basil Joseph, various influencer videos and daring posters. It won in the Best Use of Digital Marketing and Social media- services category.
The final two campaigns that took the agency to the top of the list were for Netflix. The global streaming giant worked with a Kerala agency in a historical first to promote its tentpole Christmas release - Minnal Murali. The campaign, one of the most successful ones for Netflix nationally in 2021, included two innovative pieces - a print campaign and an OOH innovation. For print, Maitri eschewed standard movie posters to create superhero comic strips to introduce audiences to the world of Minnal Murali. The conversation-starting print series won Gold for Best Use of Print Media and was hugely popular across Kerala, even receiving national attention. The final piece was an interactive hoarding, created in collaboration with the Kerala Motor Vehicles Department. Speeding vehicles were treated to an educational and entertaining traffic stop, with a special message from Kerala’s favourite new superhero.
Raju Menon, Managing Director of Maitri Advertising Works said “Maitri is 26 years old, but they’re still growing and learning every day. "The pandemic showed everyone that you don’t have to live in a metro to do work that challenges global standards. The results are proof of that. In addition, we’ve been signing national and international clients like Amul and Muthoot Finance, in addition to executing projects for Disney+ Hotstar and Netflix. When clients are brave, it helps us push the envelope and create exciting and effective work,” he said.
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