Kochi: At Goafest 2024, Maitri Advertising Works from Kerala achieved a milestone by winning the Grand Prix, the first agency from the state to do so. Along with this award, Maitri also received a silver, a bronze, and three merit awards, showcasing its leadership in South Indian advertising industry .
Maitri’s success peaked with a five-minute promo for Netflix’s “Sex Education,” starring Shakeela. The film, blending humor and information in a driving-turned-sex-ed lesson, impressed with its creative narrative. It went viral, garnering media buzz and praise.
“Shakeela is often linked to soft porn films that distort the essence of sexual relationships. In our film, we sought to redefine this narrative by embracing a positive stance on sex education, even with Shakeela’s participation. With the boundless creativity of our young team and the unwavering support of Netflix, we achieved this vision,” remarked R. Venugopal, Ideation Director at Maitri.
Francis Thomas, Group Creative Director, noted the transformative changes in the advertising landscape over recent years. He added,“For the last couple of years, there have been revolutionary changes in the advertising field,” he said. He emphasized the shift from producing single-language ads and dubbing them into multiple languages to creating original content in five South Indian languages. “This is a recognition of the strong support from the market towards such content.”
Chairman C. Muthu highlighted “Big companies starting from Muthoot Finance, Swiggy, Netflix, Disney+ Hotstar to Crafton Games have partnered with Maitri because of their expertise in the creative and tactical skills developed over the years,”. Managing Director Raju Menon celebrated this achievement, stating, “This is not just a win for Maitri but for the innovation and inclusivity in Indian advertising and the beginning of a new era in advertising.”
With 28 years of experience, Maitri operates offices in various locations including Kochi, Trivandrum, Maldives, Seychelles, and Bangalore, serving clients such as Mathrubhumi, Muthoot Finance, AVT, Kerala Tourism, and more.
Maitri’s outstanding show at Goafest 2024 signifies a significant moment for the agency in the progressive Indian advertising industry.
