You can expect a slew of campaigns choking social media around all the big ‘days’ – Mother’s Day, Valentine’s Day, etc.
But this year, Maitri approached BGMI to create an ad for a day that never gets advertised, speaking to people who avoid the spotlight – the introverts.
“Games like BGMI provide the perfect amount of social interaction and a sense of community to introverts. By speaking to them, we can make BGMI engage with their community in their trademark light-hearted manner” – Sumit Raj, Head of Digital and Overseas Business, Maitri.
“World Introvert Day falls on January 2nd, immediately following the holiday season, which is the toughest time of the year to be an introvert. We thought that was the perfect angle to tell an introvert’s story. We roped in award-winning feature film director Manu Asokan to direct his very first ad film, and he brought on board the extremely popular actor and editor Sangeeth Pratap to play the introvert. This gave the film extra reach, as fans began spreading the ad outside the gaming community as well” – Francis Thomas, Group Creative Director, Maitri.
Maitri has created record breaking communication for BGMI in the past, with its Malayalam ad featuring Dhyan Sreenivasan becoming the most viral gaming ad in the world. It has also created hugely successful ads for BGMI in Tamil and Kannada, playing off popular culture.
“This is Maitri’s first foray into creating a national ad for BGMI, whose Hindi work is usually handled out of Mumbai. This shows that clients trust us to handle bigger and bigger work as we keep delivering consistently.” – Raju Menon, MD, Maitri.
Maitri advertising, South India’s largest independent agency network, has seen success over the last 28 years, creating campaigns in the four South Indian languages for a roster of huge national and international clients. It has been the first independent agency to win a Grand Prix at Goafest 2024 and is three-time winner of the IMA South Indian Agency of the Year award.