Goa: Maitri Advertising Works, an independent creative agency, has clinched the prestigious Grand Prix in the Creative Agency of the Year category at the ABBY Awards during the recently concluded Goafest 2024. The agency was among the only three recipients of this top honor and the sole independent agency to achieve this feat.
The award recognized a standout 7-minute promotional film for the Netflix series ‘Sex Education.’ The film featured renowned South Indian actress Shakeela, a figure often associated with the region’s B-movie culture and known as a sex symbol. The campaign ingeniously used the metaphor of a driving school to discuss sexual education with a young couple, a creative approach that resonated deeply with audiences.
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“After creating a multi-award-winning campaign for Kerala’s first superhero film, ‘Minnal Murali,’ our team proactively approached Netflix with an idea to promote ‘Sex Education.’ It was a bold move – collaborating with Shakeela to advocate for sex education,” said C Muthu from Maitri. He highlighted Shakeela’s significant influence as an actress turned activist and politician, making her an ideal spokesperson for the campaign.
Francis Thomas, Group Creative Director of Maitri, elaborated on the film’s concept, “Shakeela’s Driving School.” He explained, “We transformed a term that was once derogatory into a message of education and empowerment. The film became one of Netflix India’s best-performing assets, generating significant buzz and sparking conversations across Kerala.”
In addition to the Grand Prix, Maitri Advertising Works also secured five shortlists at this year’s ABBY Awards, winning a silver and a bronze earlier in the festival. “We’re proud to be the first agency from Kerala to make a mark at India’s largest award show. This achievement signals a shift towards recognizing and creating unique, impactful content for the burgeoning South Indian economy,” Muthu added.
The success of Maitri Advertising Works at the Goafest 2024 ABBY Awards highlights the agency’s innovative approach and its commitment to addressing culturally relevant issues through creative storytelling. Their victory not only showcases their exceptional talent but also underscores the growing significance of the South Indian market in the national advertising landscape.
