In what has been a strong season for creativity, Kerala-based independent agency Maitri has emerged as one of India’s most talked-about names at the Kyoorius Creative Awards and Abbys 2025.
The agency took home a string of accolades across both shows, continuing a remarkable run that began last year when it became the fi rst South Indian agency to win a Grand Prix at the Abbys.
“We’ve always believed that there’s plenty of creativity in Kerala,” says Raju Menon, Managing Director of Maitri. “These wins affirm that you don’t have to leave home for the world to see your work”
The standout this year was Maitri’s humorous, genre-bending campaign for Battlegrounds Mobile India (BGMI), a scam ad that exposed scam ads. It picked up three Kyoorius metals for Topical Film, Social Media Engagement, and Film Craft (Produced Under INR 10 Lakh). It also bagged two Silver Abbys, for Digital – Online Only Video (30s to 60s) and Digital Craft – Creative Use of Video.
What made the wins more significant was the context. The campaign competed with national agencies working with signifi cantly larger budgets and still stood out.
Another highlight was the BGMI film Sandhesham, which cleverly tapped into nostalgia to win back Malayalee gamers. The campaign became the world’s most viral gaming ad in a language spoken by only 0.4% of the population. It earned two Blue Elephants at Kyoorius for Regional Film and Regional Digital and Social Media.
Maitri’s cultural fluency was also evident in Villantine’s Day, a Valentine’s Day campaign for Asianet that reimagined the occasion through the lens of villains. Blending humour and nostalgia, the fi lm resonated across social platforms and earned a Blue Elephant at Kyoorius. It was a big moment for both the agency and the broadcaster.
The agency also picked up a Baby Elephant and multiple shortlists across both shows, including recognition under the Young Maverick awards. It was a clear sign that the agency is full of promise for the future.
“Whether it was the satire in Thokkummoottil, the nostalgia of Sandhesham, or the humorous twist of Villantine’s Day, we tried to make each idea feel like it was born here but built to travel.” Francis Thomas, Group Creative Director at Maitri.
“The question we always ask ourselves – is this something I’d send my friends?” adds Vincent Vadakkan, Group Creative Director at Maitri.
Maitri’s rise also reflects a broader shift. Regional agencies are not only stepping into the spotlight, they are often leading the conversation with work that is locally resonant and strategically sharp.
“The best work comes from a place of mutual trust and respect, and we’re lucky we have that with our clients,” says Sumit Raj, Director – Digital & Overseas Business.
As India’s creative map expands beyond traditional metros, Maitri’s wins make one thing clear. Kerala is no longer just watching from the sidelines. It is setting the pace.
