{"id":73241,"date":"2026-02-16T10:21:38","date_gmt":"2026-02-16T02:21:38","guid":{"rendered":"http:\/\/www.upgrademag.com\/web\/?p=73241"},"modified":"2026-02-16T10:21:38","modified_gmt":"2026-02-16T02:21:38","slug":"maya-black-wins-at-61st-anvil-awards","status":"publish","type":"post","link":"http:\/\/www.upgrademag.com\/web\/2026\/02\/16\/maya-black-wins-at-61st-anvil-awards\/","title":{"rendered":"Maya Black wins at 61st Anvil Awards"},"content":{"rendered":"

Maya earned two Silver\u00a0Anvil\u00a0Awards for its\u00a0Maya Black\u00a0campaign, recognized for reshaping how credit cards are positioned and experienced in the Philippines. Organized by the Public Relations Society of the Philippines (PRSP), the\u00a0Anvil\u00a0Awards are regarded as the country\u2019s benchmark for excellence in public relations and communications.<\/strong><\/p>\n

Fully launched in August 2025, Maya Black is Maya\u2019s first branded credit card, introduced through a brand-led campaign that deliberately challenged a category long defined by exclusivity, paperwork and rigid access. Rather than positioning premium credit as status-driven or intimidating, the campaign reframed it as welcoming, culturally relevant and attainable\u2014designed for modern, mobile-native Filipinos often underserved by traditional credit systems.<\/p>\n

Credit cards\u00a0remain\u00a0one of the most aspirational financial products in the country, yet access continues to lag demand. Against this backdrop, Maya Black was designed to rethink how credit cards are accessed and experienced.<\/p>\n

Built for mobile-first consumers, it uses Maya\u2019s digital platform, AI and alternative data to widen access to credit. Fully managed within the Maya app, it offers fast digital application, instant virtual card issuance and a sleek numberless physical card\u2014challenging long-held notions of who premium credit cards are for.<\/p>\n

Instead of a conventional product launch, Maya executed a strategic, multi-phase brand rollout\u2014building early credibility with finance and tech media before expanding into lifestyle, culture and creator-led storytelling. Anchored on the campaign idea \u201cWelcome to Maya Black,\u201d the approach positioned premium banking as an experience shaped by design, confidence and everyday relevance.<\/p>\n

\u201cWe wanted to make premium banking feel personal, not privileged,\u201d said\u00a0Pepe Torres, Maya Group Chief Marketing Officer.\u00a0\u201cMaya Black wasn\u2019t just about launching a card\u2014it was about changing how people feel about credit and who it\u2019s for.\u201d<\/p>\n

Featuring celebrities Julia Barretto, Maris Racal and Jericho Rosales, the campaign reflected diverse lifestyles and aspirations, positioning Maya Black as a modern lifestyle marker rather than a purely financial product. It earned Silver\u00a0Anvils for\u00a0Best Use of Influencers\u00a0and\u00a0Launch Event.<\/p>\n

The campaign’s cultural relevance significantly boosted engagement.\u00a0Maya continues to accelerate in its credit card business, with Maya Black contributing to a notable influx of first-time credit card users.<\/p>\n

By blending strategy, creativity and cultural insight, Maya Black\u00a0demonstrated\u00a0how fintech brands can move beyond functional messaging to build emotional relevance and long-term brand value in a traditionally rigid category.<\/p>\n

\u201cMaya Black showed that marketing innovation isn\u2019t just about big ideas,\u201d\u00a0Torres added.\u00a0\u201cIt\u2019s about creating experiences people want to belong to and redefining premium in a way that feels modern, inclusive and proudly Filipino.\u201d<\/p>\n

With Maya Black, Maya continues to set a new benchmark for fintech marketing\u2014disrupting long-held credit card conventions and turning financial access into a culturally resonant brand experience for a new generation of Filipinos.<\/p>\n","protected":false},"excerpt":{"rendered":"

Maya Black is Maya\u2019s first branded credit card, introduced through a brand-led campaign that deliberately challenged a category long defined by exclusivity, paperwork and rigid access.<\/p>\n","protected":false},"author":6,"featured_media":73242,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[5961,368,7376,7986],"class_list":["post-73241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-headlines","tag-anvil","tag-award","tag-maya","tag-maya-black"],"_links":{"self":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/73241","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/comments?post=73241"}],"version-history":[{"count":1,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/73241\/revisions"}],"predecessor-version":[{"id":73243,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/73241\/revisions\/73243"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/media\/73242"}],"wp:attachment":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/media?parent=73241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/categories?post=73241"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/tags?post=73241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}