MAM
How Maitri’s South-first strategy is shaking up Indian advertising
MUMBAI: Nearly three decades ago, in the laid-back lanes of Kochi, three ex-Mudra execs took a punt on building an ad agency rooted in the South—but with national ambitions. Fast forward to 2025, and Maitri isn’t just holding its ground—it’s quietly becoming one of the most disruptive indie agencies in Indian advertising.
With offices now spanning South India, the Maldives and Seychelles, Maitri has turned its bootstrapped beginnings into a ₹75-crore creative juggernaut. Its client list reads like an FMCG-Culture-Tech dream team: Netflix, Krafton, Wipro, Saffola, Disney+ Hotstar, and longtime loyals like Muthoot Finance and Mathrubhumi.
So what’s their killer app? Not AI. Not jargon. But cultural intimacy.
While the big Delhi-Mumbai shops took a north-to-south approach, Maitri did the opposite—leaning into its home-turf understanding of southern India. It didn’t just talk local; it thought local.
As managing director Raju Menon puts it, “Nothing can beat consistency. When you deliver creatives to the clients that they love, year after year, you build a relationship. And that relationship builds the brand.”
That philosophy has brought Maitri not just loyalty, but serious hardware.
In 2025 alone, the agency walked away with 17 metals at the Indian Marketing Awards South—a haul that included 5 Golds, 8 Silvers and 4 Bronzes for campaigns that blended heart, humour and serious social impact.
Some of the show-stoppers?
● “How BGMI made a scam ad to expose scam ads” – a digital, social, and influencer-led takedown of online fraud (3 Silvers, 1 Bronze)
● “The suicide note that saved 50+ lives” – a haunting but hopeful campaign for Muktaa Charitable Foundation (1 Gold, 2 Silvers)
● “Let your life shine” for Muthoot Finance – proving finance can feel (1 Gold)
● “Kappa Cultr 2025” – a cultural blast that nabbed a Gold for omnichannel mastery
Also in their trophy cabinet: campaigns for Asianet, myG, Brahmins, and Mathrubhumi’s International Festival of Letters. Each piece a masterclass in blending storytelling, strategy, and South Indian soul.
And Maitri’s not just creatively consistent. Their secret sauce is also in the staffing. Employee churn is shockingly low in an industry notorious for its exits. Most of the agency’s top talent—many of whom cut their teeth at global agencies—have chosen to come home, literally and creatively.
The result? A shop that has the polish of a multinational and the pulse of a neighbourhood storyteller.
With four consecutive Agency of the Year titles under its belt, Maitri’s next chapter looks like one hell of a ride. Quietly confident, fiercely local, and globally savvy, they’ve proven that a deep understanding of people beats flashy pitches—and that sometimes, the most powerful ads come not from the centre, but from the edge. Or in this case, Kochi.
MAM
Shoppers Stop elevates Biju Kassim as GSS Beauty CEO
Move comes as GSS Beauty scales global brand partnerships in India.
MUMBAI: From store shelves to global shelves, the beauty game is getting a sharper makeover. Shoppers Stop has elevated Biju Kassim as managing director and chief executive officer of Global SS Beauty Brands Limited (GSSBB), signalling a stronger push into the premium beauty segment. The move builds on Kassim’s role in setting up GSSBB, a wholly owned subsidiary that has quickly positioned itself as a fast-growing distribution platform for global beauty brands in India. The unit has been central to Shoppers Stop’s ambition of expanding its footprint in the high-margin beauty and luxury categories.
Chairman Nirvik Singh noted that Kassim’s experience across the beauty ecosystem and his understanding of premium and luxury consumers would help steer the next phase of growth. The focus, he indicated, will be on sharpening the company’s beauty portfolio and scaling partnerships with international brands.
Kassim, for his part, steps into the role at a time when India’s premium beauty market is undergoing rapid evolution, driven by rising consumer aspirations and increased access to global labels. He highlighted that GSSBB will remain a key strategic pillar, with an emphasis on expanding brand partnerships, enhancing consumer experiences and driving growth across markets.
As global beauty brands continue to eye India as a high-growth destination, Shoppers Stop’s bet is clear: owning not just the shelf, but the entire beauty ecosystem behind it.
