Maitri Advertising Works triumphs at ET Shark Awards South

CHENNAI: Maitri Advertising Works has swept the inaugural ET Shark Awards South, taking home the coveted Agency of the Year title while its chairman, C Muthu, was named CEO of the year. The independent agency, known for blending cultural intuition with sharp creative thinking, turned the ceremony into a showcase of southern storytelling at its finest.

Maitri’s success stems from a simple idea: understanding the South from the inside rather than gazing at it from afar. With its roots firmly planted in local culture, language and lived experience, the agency has built campaigns that feel authentic, intimate and distinctly regional while still matching national creative standards.

That formula delivered an impressive haul of six metals, including three Gold awards. Maitri struck Gold for its Asianet Poopaattu work that celebrated South Indian storytelling and its use of cultural art and music. Another Gold came for its lively Bigg Boss Malayalam Season 7 campaign, which hit the sweet spot between mass appeal and cultural nuance.

Muthu said the recognition belongs to the entire team, noting that the agency thrives because it is powered by many heroes rather than a single star. He added that senior leaders routinely mentor younger talent, creating a rare creative ecosystem built on guidance and continuity.

Maitri also bagged three Silver metals. These included its Bgmi Thokkumootil viral push, a humour driven campaign built on internet culture, and the MyG Onam retail splash that channelled festive energy into mass reach.

Chief creative officer Francis Thomas said the South offers a fertile playground for ideas with strong talent, adventurous clients and costs that stretch creative freedom rather than limit it. Moving from Mumbai to Kerala, he added, has been creatively rewarding in every sense.

With its latest wins, Maitri Advertising Works has proved that homegrown insight paired with imaginative craft can turn regional understanding into national level impact.