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Tag: Francis Thomas

  • Maitri trunk calls glory as Farhan bags Kerala’s first Red Elephant

    Maitri trunk calls glory as Farhan bags Kerala’s first Red Elephant

    MUMBAI: When elephants dance, they leave a mark and Muhammed Farhan just left one for the history books. The 22-year-old art director at Maitri has delivered Kerala its very first Red Elephant at the Kyoorius Design Yatra 2025, bagging the top honour for his packaging design for ITC Foods’ Bingo! festive gift packs. The brief was no small fry. Bingo! wanted festive gifting to feel modern and premium while sticking to a lean budget. Farhan responded with not one but two inventive packs that wowed the jury and stood out in a sea of entries.

    Pack A took inspiration from Warli art, a tribal form famous for its geometric motifs. Farhan cleverly wove Bingo!’s beloved snacks chips, nachos and Tedhe Medhe into celebratory Warli compositions. The design used a single strip with a looping mechanism, adaptable to hold varying snack quantities.

    Pack B went the nutty route, quite literally. Mandala-inspired and constructed with cashews, almonds, and exotic mixtures, the modular design borrowed from India’s classic tiffin box. Each paper unit clicked neatly together, allowing portions to be added or removed while staying securely locked.

    This wasn’t Farhan’s first brush with Kyoorius acclaim. He has already won four Blue Elephants and was shortlisted for the Young Maverick award at Goafest 2025 all without a formal design education. But this Red Elephant marks a historic leap, both for him and for Kerala.

    Maitri managing director Raju Menon couldn’t hide his pride: “Farhan joined us at 18, and his meteoric growth has been a delight to watch. We’re all very proud of our young star.” Maitri group creative director Francis Thomas added, “We knew this day was coming.”

    Farhan himself called the moment “unforgettable,” adding that representing Maitri on such a stage was an honour he would always carry.

    For Maitri, the win is more than just an award. It underscores the agency’s reputation for nurturing raw talent and pushing creative boundaries. For Farhan, it’s a reminder that sometimes the boldest ideas come from the youngest hands and they can carry the weight of an elephant.
     

  • Mallus of merit Maitri’s creative storm puts Kerala on the winners’ map

    Mallus of merit Maitri’s creative storm puts Kerala on the winners’ map

    MUMBAI: They came, they played, they cleaned house armed with satire, nostalgia, and a killer instinct for viral storytelling. In a blockbuster awards season, Kerala’s very own Maitri is rewriting the rules of regional creativity, bagging a shower of accolades at the Kyoorius Creative Awards and the Abbys 2025. The independent agency, headquartered far from the metros that usually dominate India’s creative scene, is now firmly in the national spotlight.

    “We’ve always believed that there’s plenty of creativity in Kerala,” said Maitri managing director Raju Menon. “These wins affirm that you don’t have to leave home for the world to see your work.”

    And see it, they did. Maitri’s headline-grabbing campaign for Battlegrounds Mobile India (BGMI), a tongue-in-cheek scam ad that exposed scam ads snagged three Kyoorius metals in Topical Film, Social Media Engagement, and Film Craft (Produced Under Rs 10 Lakh). The same campaign added two Silver Abbys to its trophy shelf in Digital – online only video (30s to 60s) and Digital Craft – creative use of video.

    The kicker? It competed against high-budget campaigns from national giants and still stood out with originality and wit.

    Also racking up wins was Sandhesham, a Malayalee-nostalgia-laced BGMI film that struck gold in Kerala and went viral worldwide despite being in a language spoken by just 0.4 per cent of the global population. The result: two Blue Elephants at Kyoorius in Regional Film and Regional Digital and Social Media.

    On the Valentine’s Day front, Maitri flipped the script with Villantine’s Day, a villain-themed campaign for Asianet that blended nostalgia with pop-culture quirk. It earned a Blue Elephant and a lot of love from Malayalam-speaking social media.

    “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,” said Maitri Group creative director Francis Thomas.

    “The question we always ask ourselves is this something I’d send my friends?” added Maitri Group creative director Vincent Vadakkan.

    With a Baby Elephant and multiple shortlists, including under Young Maverick, Maitri’s momentum isn’t just a flash in the creative pan, it’s a marker of what’s to come.

    As Maitri director of digital & overseas business Sumit Raj summed up, “The best work comes from a place of mutual trust and respect, and we’re lucky we have that with our clients.”

    Maitri’s rise is not just a win for one agency, it’s a moment for the South, signalling that India’s creative future may well have a coconut tree in the frame and a cheeky, sharp script behind the camera.

    Kerala’s no longer just watching from the sidelines. It’s centre stage script in hand, mic turned up, and trophies in tow.

  • How Maitri and BGMI made a scam ad to expose scam ads

    How Maitri and BGMI made a scam ad to expose scam ads

    MUMBAI: KRAFTON India’s BATTLEGROUNDS MOBILE INDIA (BGMI) has once again tapped into its strong community culture by turning April Fools’ Day into an opportunity for education. This year’s campaign took a humorous yet impactful approach to warn players about the risks of purchasing in-game currency (UC) from untrustworthy sources.

    BGMI partnered with Maitri to launch a bold and innovative scam campaign to raise awareness about scam ads. The campaign hinged on a fake promise: free UC (in-game currency) for BGMI players. To sell the deception, the team collaborated with George Thokkumootil, the iconic character from Akkara Kazhchakal, a beloved Malayalam sitcom.

    Film:

    Through a mockumentary-style video, the team crafted a relatable and engaging story, seamlessly integrating a key message—if players buy UC from unauthorized sources, they risk losing their accounts. The film centers around a quirky salesman who promises players the ultimate BGMI experience, offering everything from UC top-ups and elite passes to exclusive skins and premium vehicles. His pitch is simple: all he needs is the player’s “Money and Account” in return for guaranteed Chicken Dinners, all delivered through his questionable company that claims to cater to every gamer’s needs.

    The video was shot in the US with the original Akkara Kazhchakal team, using their signature humor to create authenticity. The footage was then edited in Kerala by Maitri Advertising. This collaboration ensured that the campaign resonated deeply with the audience, tapping into nostalgia to convey an important message.

    Watch the short film on Battlegrounds Mobile India official Instagram channel. 

    “Akkara Kazhchakal, a beloved Malayalam sitcom from the late 2000s, humorously portrayed the struggles of a Malayali family in the US. Originally airing on TV and YouTube, its popularity soared on Instagram and TikTok through nostalgic clips, memes, and fan edits. The show’s iconic dialogues and scenes, especially those featuring George Thekkumootil, an insurance agent, continue to resonate in pop culture, making it the perfect nostalgic touch for BGMI’s anti-scam prank.” – Francis Thomas, Group Creative Director, Maitri Advertising.

    Website: 

    To add credibility, the campaign also featured a dedicated landing page, reinforcing the importance of making purchases only through official channels. A fully functional website was created. The site mimicked real scam websites, luring players with the promise of free UC. Upon entering their BGMI ID, they were immediately informed that the entire setup was a scam designed to warn them against falling for actual fraudsters.

    Visit: https://tafreeuc.com/

    The results?

    Within hours, the campaign garnered over 2.5 lakh shares and more than 3 million views. Malayalees were thrilled by the unexpected reunion, while non-Malayalees were hooked by the clever execution. The video spread like wildfire.

    ●    3.6M+ views
    ●    182K+ likes
    ●    265K+ shares
    ●    4.2K+ comments
    ●    135K+ website clicks

    The viral nature of the campaign is a testament to how well the message resonated with players, turning an inside joke into a widely shared learning moment.

    Why it worked:

    The campaign stood out because of its mockumentary storytelling that helped in enhancing credibility and engagement. The multi-platform execution—using video, a fake website, and in-game hoardings—ensured that the message reached players through multiple touchpoints. Additionally, the cultural relevance of featuring a nostalgic Malayalam sitcom character deepened the connection with the audience, making the campaign not just informative but also deeply engaging.

    “April Fools’ has always been a great time to unveil inside jokes, and the community gets in on it. This year, we thought we should use the occasion for a little bit of education as well, so that our fans don’t click on untrustworthy sources to buy in-game currency. Looking at the 2L shares already, I’d say it’s been widely accepted and shared. We will look to create some more surprises for our fans as we go along!”  
    — Srinjoy Das, Associate Director of Marketing at Krafton

    By blending humor with awareness, BGMI continues to uphold its dedication to a safe and secure gaming environment to a safe and fair gaming environment, ensuring that players are informed and protected from fraudulent sources. This initiative is yet another example of how BGMI leverages cultural moments to engage with its audience while delivering important messages in an entertaining format.

    Campaign Credits:

    Client: Battlegrounds Mobile India (BGMI)
    Agency: Maitri Advertising Pvt. Ltd
    Managing Director: Raju Menon
    Chief Operating Officer: Jayakumar N
    Director Ideation: Venugopal R Nair
    Creative Directors: Francis Thomas & Vincent Vadakkan
    Chief Media Officer & Key Accounts Head: Sumit G
    Director, Digital and Overseas Business: Sumit Raj
    Head (Digital & Creatives): Ajay Sathyan
    Writer & Art Director: Muhammed Farhan
    Senior Editor: Anil Jacob
    Editor: Sharath Chandran
     

  • Maitri breaks new ground with BGMI ad for World Introvert Day

    Maitri breaks new ground with BGMI ad for World Introvert Day

    MUMBAI: In a world where extroverts dominate the narrative, a whisper of recognition often speaks louder than a shout.

    Maitri, in collaboration with Battlegrounds Mobile India (BGMI), has flipped the script on the traditional ad blitz with a campaign that’s as understated and impactful as its audience: introverts.

    While brands chase the loud fanfare of Valentine’s or Mother’s Day, Maitri chose World Introvert Day to quietly celebrate the unsung heroes who find joy in solitude, thrive in the shadows, and accomplish great things without fanfare. It’s a rare moment of applause for those who prefer none—a subtle yet powerful nod to the ones who rarely seek the spotlight but deserve it anyway.

    The ad, set to launch on World Introvert Day, 2 January 2025, focuses on providing a relatable story for introverts, capturing their quiet essence during the typically overwhelming holiday season. Directed by award-winning feature film director Manu Asokan, the ad stars actor and editor Sangeeth Pratap, whose portrayal resonates with the audience.

    “Games like BGMI provide the perfect balance of social interaction and community for introverts,” explained Maitri head of digital & overseas business, Sumit Raj. “By addressing them directly, we’ve crafted a campaign that engages BGMI’s audience in a light-hearted yet deeply meaningful way.”

    The ad leverages the timing of World Introvert Day, which follows the festive period—an especially challenging time for introverts. By weaving in relatable moments, the campaign positions BGMI as a platform where introverts can connect on their own terms.

    “The collaboration with Manu Asokan and Sangeeth Pratap gave the film a universal appeal,” said Maitri group creative director Francis Thomas. “Fans shared the ad widely, pushing it beyond the gaming community and into broader conversations about introversion and connection.”

    Maitri’s previous campaigns for BGMI in Tamil, Malayalam, and Kannada, such as the viral Malayalam ad with Dhyan Sreenivasan, set the stage for this ambitious project. However, this marks the agency’s first foray into creating a national Hindi-language ad for BGMI, typically handled out of Mumbai.

    “This national ad demonstrates the trust clients have in Maitri’s ability to consistently deliver impactful work,” said Maitri MD, Raju Menon. “As South India’s largest independent agency, we are proud to break new ground with campaigns that celebrate diversity, culture, and human stories.”

    With a 28-year history of award-winning campaigns for major national and international brands, Maitri continues to set benchmarks. The agency recently became the first independent firm to win a Grand Prix at Goafest 2024 and is a three-time winner of the IMA South Indian Agency of the Year award.

  • Marico’s Saffola Oats celebrates the joy of Onam in new campaign

    Marico’s Saffola Oats celebrates the joy of Onam in new campaign

    Mumbai: FMCG company – Marico has announced its latest campaign for Saffola Oats in celebration of the vibrant and joyous festival of Onam. Embracing the essence of tradition and festivity, Saffola brings Kerala’s rich cultural heritage to life with a delightful and nutritious twist on traditional dishes using oats, all through a captivating new film along with exclusive packaging for Onam.

    The new ad film, conceptualised by Maitri Advertising Works Pvt Ltd, beautifully captures the joy and togetherness that Onam brings to millions of households in Kerala. It features two women engaged in a playful competition to create the best Onam delicacies, each including their secret ingredient – Saffola Oats, unaware that it’s the common factor in both culinary creations. As the festivities unfold, the women discover that they both are using the same special ingredient – Saffola Oats, leading them to set aside their competition and unite in the true spirit of the festival, celebrating friendship, love, and festivity.

    The film subtly highlights how Saffola Oats can be a versatile and wholesome addition to traditional Onam dishes like puttu, dosha, vada, unniappam, and pal payasam, making these festive favorites both nutritious and delicious.

    Speaking about the campaign, India & Foods Business (Marico Ltd) chief operating officer Vaibhav Bhanchawat said, “Onam is a time of joy, togetherness, and a celebration of cultural heritage. We wanted to create a campaign that celebrates this spirit while offering a nutritious twist in the beloved Onam delicacies by incorporating oats. The film beautifully illustrates how incredibly versatile oats are, it not only blend seamlessly into any dish but also elevate the flavour. We hope that through this campaign, we can inspire families to enjoy the best of both worlds – the traditional flavours of Onam and the versatility of Saffola Oats. To complement the occasion, we’ve also introduced new packaging that beautifully captures the spirit of Onam.”

    Maitri Advertising Works Pvt Ltd group creative director, Francis Thomas shared his experience on building the campaign idea, “When Marico approached us, we wanted to authentically represent Onam in Kerala. Instead of the typical ‘tharavaad’ scenes, we depicted the real-life tradition of exchanging dishes with neighbors, where a Malayalee always returns the ‘dabba’ with a small gift. We were fortunate that the clients trusted Maitri’s regional expertise and that adsflo Worldwide delivered this complex message engagingly.”

    The special Onam edition pack features a beautiful rendition of the festival’s festivities. The new pack is available across all general trade and modern trade outlets in Kerala, with an assured Rs 100 cashback offer. This Onam, elevate your festive celebrations with the delicious taste and nutritious benefits of Saffola Oats.