AD Agencies
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.
AD Agencies
Tawana Burnett to lead social and influencer jury at Abby Awards 2026
Meta’s Apac leader takes the reins for Abby Awards, adding flair to social content
MUMBAI: Tawana Burnett, Meta’s Head of Top Accounts and Agencies for Apac, has been named jury chair for the new social content and influencer ,arketing category at the Abby Awards 2026, powered by The One Club | The One Show.
With a 25-year career spanning the US, EMEA, Latam, and Apac, Tawana has worked on campaigns for some of the world’s biggest brands and leading advertising agencies. At Meta, she guides CMOs, business leaders, and agencies on harnessing digital and emerging advertising solutions to accelerate brand growth.
Before joining Meta, Tawana led award-winning product teams at Intuit, LeapFrog, Johnson & Johnson, and Pfizer, helping launch iconic products including QuickBooks, Listerine, Advil, and ChapStick.
A champion of diversity, she was featured in Adweek’s Women Trailblazers in 2019 for mentoring more than 15 women-led startups and for her work on the #biascorrect campaign that promotes women in leadership. She was also recognised in Ad Age’s Global Leading Women Class of 2023, The List in 2024, and served as juror for Spikes Asia and Mad Stars 2024.
Tawana has held leadership roles in the Singapore Inclusion Council at Meta, the IAB SouthEast Asia & India Board, and currently serves on the boards of IAA SEA and the Ronald McDonald House in New York City. Originally from New York, she now lives in Singapore with her husband and daughter.
The Abby Awards 2026, presented by The One Club | The One Show, will be held during Goafest 2026 from 20 to 22 May in Goa, celebrating creativity across the region.
