MUMBAI: In a world where extroverts dominate the narrative, a whisper of recognition often speaks louder than a shout.
Maitri, in collaboration with Battlegrounds Mobile India (BGMI), has flipped the script on the traditional ad blitz with a campaign that’s as understated and impactful as its audience: introverts.
While brands chase the loud fanfare of Valentine’s or Mother’s Day, Maitri chose World Introvert Day to quietly celebrate the unsung heroes who find joy in solitude, thrive in the shadows, and accomplish great things without fanfare. It’s a rare moment of applause for those who prefer none—a subtle yet powerful nod to the ones who rarely seek the spotlight but deserve it anyway.
The ad, set to launch on World Introvert Day, 2 January 2025, focuses on providing a relatable story for introverts, capturing their quiet essence during the typically overwhelming holiday season. Directed by award-winning feature film director Manu Asokan, the ad stars actor and editor Sangeeth Pratap, whose portrayal resonates with the audience.
“Games like BGMI provide the perfect balance of social interaction and community for introverts,” explained Maitri head of digital & overseas business, Sumit Raj. “By addressing them directly, we’ve crafted a campaign that engages BGMI’s audience in a light-hearted yet deeply meaningful way.”
The ad leverages the timing of World Introvert Day, which follows the festive period—an especially challenging time for introverts. By weaving in relatable moments, the campaign positions BGMI as a platform where introverts can connect on their own terms.
“The collaboration with Manu Asokan and Sangeeth Pratap gave the film a universal appeal,” said Maitri group creative director Francis Thomas. “Fans shared the ad widely, pushing it beyond the gaming community and into broader conversations about introversion and connection.”
Maitri’s previous campaigns for BGMI in Tamil, Malayalam, and Kannada, such as the viral Malayalam ad with Dhyan Sreenivasan, set the stage for this ambitious project. However, this marks the agency’s first foray into creating a national Hindi-language ad for BGMI, typically handled out of Mumbai.
“This national ad demonstrates the trust clients have in Maitri’s ability to consistently deliver impactful work,” said Maitri MD, Raju Menon. “As South India’s largest independent agency, we are proud to break new ground with campaigns that celebrate diversity, culture, and human stories.”
With a 28-year history of award-winning campaigns for major national and international brands, Maitri continues to set benchmarks. The agency recently became the first independent firm to win a Grand Prix at Goafest 2024 and is a three-time winner of the IMA South Indian Agency of the Year award.