Maya has achieved significant recognition at the 2025 PR Awards Asia-Pacific, securing Gold for PR Event and Silver for Best Brand Strategy. These underscore the company’s strategic approach to digital banking and its commitment to financial inclusion across the Filipino market.
Award-Winning Campaign Strategy
The recognition centers on Maya’s “Get Banked with Maya” campaign, which specifically targeted unbanked and underserved Filipino consumers who have been historically excluded from traditional banking services. The campaign represents a deliberate shift toward more inclusive financial services, addressing the needs of Filipinos seeking greater control over their financial resources.
“Great marketing begins with a great product, and at Maya, we build both with purpose. We tell our story with the boldness and heart of a brand that listens—making digital banking feel relevant, inclusive, and delightful.”
– Pepe Torres, Maya Group Chief Marketing Officer
Strategic Market Positioning
Maya’s campaigns are designed to appeal to what the company identifies as the “new majority” of Filipino consumers—digitally native individuals who prefer mobile-first financial solutions. The “Get Banked with Maya” campaign featured prominent Filipino personalities including Liza Soberano and internationally recognized actress Dolly de Leon, demonstrating the brand’s commitment to cultural relevance and local representation.
This builds upon previous successful campaigns, including “My Money, My Bank, My Way” featuring Liza Soberano, which established Maya’s position as a brand that understands and addresses evolving financial needs of younger Filipino consumers.
Consistent Recognition
The 2025 awards mark Maya’s third consecutive recognition at the PR Awards Asia-Pacific. The company previously received accolades for its PayMaya-to-Maya rebrand campaign in 2022 and its “My Money, My Bank, My Way” campaign in 2023.
Industry Context and Significance
The PR Awards Asia-Pacific program evaluates campaigns based on storytelling quality, as well as brand communication effectiveness, and overall campaign impact. As such, Maya’s consistent recognition is particularly noteworthy within the competitive fintech landscape.
For more information about Maya and its products, click here.
Emman has been writing technical and feature articles since 2010. Prior to this, he became one of the instructors at Asia Pacific College in 2008, and eventually landed a job as Business Analyst and Technical Writer at Integrated Open Source Solutions for almost 3 years.
