Maitri takes spotlight with first-ever ‘World Introvert Day’ ad for Battlegrounds Mobile India

As the world continues to see campaigns flood social media for popular holidays like Mother’s Day and Valentine’s Day, Maitri, a prominent South Indian advertising agency, has made a bold move by creating a campaign for Battlegrounds Mobile India (BGMI). For the first time, an agency has introduced ad for World Introvert Day, a day that has previously gone largely unrecognized in the advertising world.

World Introvert Day, observed on January 2nd, immediately following the bustling holiday season, often proves challenging for introverts who find themselves overwhelmed by the social demands of the season. Maitri seized this opportunity to address the unique needs of this community, creating a campaign that speaks directly to people who prefer to avoid the spotlight.

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“Games like BGMI provide the perfect amount of social interaction and a sense of community to introverts. By speaking to them, we can make BGMI engage with their community in their trademark light-hearted manner,” says Sumit Raj, Head of Digital and Overseas Business at Maitri.

Group Creative Director, Francis Thomas said, “World Introvert Day falls on January 2nd, immediately following the holiday season, which is the toughest time of the year to be an introvert. We thought that was the perfect angle to tell an introvert’s story. We roped in award-winning feature film director Manu Asokan to direct his very first ad film, and he brought on board the extremely popular actor and editor Sangeeth Pratap to play the introvert. This gave the film extra reach, as fans began spreading the ad outside the gaming community as well”.

Maitri has created record breaking communication for BGMI in the past, with its Malayalam ad featuring Dhyan Sreenivasan becoming the most viral gaming ad in the world. It has also created hugely successful ads for BGMI in Tamil and Kannada, playing off popular culture.

“This is Maitri’s first foray into creating a national ad for BGMI, whose Hindi work is usually handled out of Mumbai. This shows that clients trust us to handle bigger and bigger work as we keep delivering consistently, ” reveals advertising agency MD, Raju Menon.

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