AD Agencies
Maitri Advertising shines at Goafest 2024
Mumbai: Maitri Advertising Works made history at Goafest 2024, India’s premier advertising award show, by becoming the first agency from Kerala to win the coveted Grand Prix. In addition to this top honour, Maitri earned a silver, a bronze, and three merit awards, solidifying its position as a leader in the South Indian advertising industry.
The highlight of Maitri’s success was a five-minute promotional film for Netflix’s popular series “Sex Education,” featuring popular actress Shakeela. The film, which depicts a humorous yet informative scenario of a driving lesson that turns into a sex education class, stood out for its creative storytelling and tasteful approach. The campaign went viral, drawing significant media attention and acclaim.
“Shakeela is often linked to soft porn films that distort the essence of sexual relationships. In our film, we sought to redefine this narrative by embracing a positive stance on sex education, even with Shakeela’s participation. With the boundless creativity of our young team and the unwavering support of Netflix, we achieved this vision,” remarked R. Venugopal, Ideation Director at Maitri.
Francis Thomas, Group Creative Director, noted the transformative changes in the advertising landscape over recent years. “For the last couple of years, there have been revolutionary changes in the advertising field,” he said. He emphasized the shift from producing single-language ads and dubbing them into multiple languages to creating original content in five South Indian languages. “This is a recognition of the strong support from the market towards such content,” Thomas added.
Chairman C. Muthu highlighted “Big companies starting from Muthoot Finance, Swiggy, Netflix, Disney+ Hotstar to Crafton Games have partnered with Maitri because of their expertise in the creative and tactical skills developed over the years,”. Managing Director Raju Menon celebrated this achievement, stating, “This is not just a win for Maitri but for the innovation and inclusivity in Indian advertising and the beginning of a new era in advertising.”
With 28 years of experience, Maitri operates offices in Kochi, Trivandrum, Maldives, Seychelles, and Bangalore. Their extensive client list includes Mathrubhumi, Muthoot Finance, AVT, Kerala Tourism, myG, Lazza Icecreams, KLF Nirmal Industries, Brahmins (Wipro), Asianet, Swiggy, Amul, IM Galvanised Steel Pipes, Alappat Jewellery, Hyundai, Kerala Vision, KSIDC, KINFRA, Oushadhi, and Kottakkal.
Maitri’s remarkable performance at Goafest 2024 is a milestone for the agency and a testament to the innovative and inclusive nature of the Indian advertising industry.
AD Agencies
Goafest 2026 set for 20–22 May in Goa
South Asia’s marquee advertising festival returns with ABBY Awards powered by One Show and promises bigger conversations on creativity and innovation
GOA: The advertising industry’s annual pilgrimage is locked in. The 19th edition of Goafest will take place in Goa from 20 to 22 May 2026, bringing together the biggest names in advertising, media and marketing for three days of ideas, networking and celebration.
Announced jointly by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the festival will once again host the ABBY Awards powered by One Show 2026 — widely regarded as the region’s most coveted creative honours — recognising outstanding work across advertising and media.
Launched in 2006, Goafest has evolved into the industry’s marquee gathering, drawing more than 2,000 professionals each year. Beyond the awards, the event has become a forum for big debates, future-facing ideas and the occasional industry soul-searching.
Srinivasan K Swamy, president of the Advertising Agencies Association of India, said the festival remains a crucible for industry thought and collaboration. “Goafest has always been a melting pot of ideas, creativity and camaraderie. We aim to spark new conversations, fresh perspectives and fuel the future of advertising and marketing. It is an occasion for the industry to come together, celebrate excellence and engage in meaningful conversations about the future of our craft.”
Dheeraj Sinha, president of The Advertising Club, underlined the legacy of the ABBY Awards, now in their 57th year. “Goafest has always been synonymous with creativity, collaboration and industry excellence. The ABBY Awards powered by One Club continue to push boundaries and set new creative benchmarks year after year. In its 57th year, the awards continue to raise the bar, and this year’s edition will be even more inspiring, bringing together the brightest minds in the industry.”
For organisers, the festival has grown beyond a calendar event. Jaideep Gandhi, vice president of AAAI and chairman of the Goafest 2026 organising committee and founder of Another Idea, said the property has become a legacy for the industry. “In its 19th year, Goafest is no longer just an event — it is a legacy we are privileged to carry forward. It is a unifying force that brings together the various industry associations across advertising and marketing under one roof. I am deeply grateful to the stalwarts who envisioned this remarkable property, and it is heartening that some of them continue to be actively involved in its journey.”
The organisers promise that the upcoming edition will dial things up a notch. Mohit Joshi, co-chair of the Goafest 2026 organising committee and chief executive officer of Havas Media India, said the festival is gearing up for a bigger, more immersive format. “Over the past 18 editions, Goafest has evolved into a premier platform that celebrates creativity, innovation and the dynamic transformation of our industry. This year Goafest will be more impactful than ever. It will introduce new formats, immersive engagements and high-calibre discussions that have never been done before.”
“With a larger scale, an inspiring line-up of speakers and a focus on cutting-edge ideas,” Joshi added, “Goafest 2026 is set to redefine the way our industry comes together to learn, collaborate and celebrate.”
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, the festival continues to position itself as South Asia’s premier advertising gathering — where ideas collide, creativity gets crowned and the industry takes a long, hard look at where it is headed next.
