Maya earned two Silver Anvil Awards for its Maya Black campaign, recognized for reshaping how credit cards are positioned and experienced in the Philippines. Organized by the Public Relations Society of the Philippines (PRSP), the Anvil Awards are regarded as the country’s benchmark for excellence in public relations and communications.
Fully launched in August 2025, Maya Black is Maya’s 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—designed for modern, mobile-native Filipinos often underserved by traditional credit systems.
Credit cards remain one 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.
Built for mobile-first consumers, it uses Maya’s 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—challenging long-held notions of who premium credit cards are for.
Instead of a conventional product launch, Maya executed a strategic, multi-phase brand rollout—building early credibility with finance and tech media before expanding into lifestyle, culture and creator-led storytelling. Anchored on the campaign idea “Welcome to Maya Black,” the approach positioned premium banking as an experience shaped by design, confidence and everyday relevance.
“We wanted to make premium banking feel personal, not privileged,” said Pepe Torres, Maya Group Chief Marketing Officer. “Maya Black wasn’t just about launching a card—it was about changing how people feel about credit and who it’s for.”
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 Anvils for Best Use of Influencers and Launch Event.
The campaign’s cultural relevance significantly boosted engagement. Maya continues to accelerate in its credit card business, with Maya Black contributing to a notable influx of first-time credit card users.
By blending strategy, creativity and cultural insight, Maya Black demonstrated how fintech brands can move beyond functional messaging to build emotional relevance and long-term brand value in a traditionally rigid category.
“Maya Black showed that marketing innovation isn’t just about big ideas,” Torres added. “It’s about creating experiences people want to belong to and redefining premium in a way that feels modern, inclusive and proudly Filipino.”
With Maya Black, Maya continues to set a new benchmark for fintech marketing—disrupting long-held credit card conventions and turning financial access into a culturally resonant brand experience for a new generation of Filipinos.
