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That strategy has gained industry recognition, with Maya Black earning two Silver Anvil Awards at the 61st Anvil Awards organized by the Public Relations Society of the Philippines (PRSP).
The recognition highlights how the fintech company is pairing technology infrastructure with brand repositioning to challenge legacy banking norms.
Why it matters
Credit cards remain among the most aspirational financial products in the Philippines, yet approval rates — especially for premium tiers — continue to lag strong consumer demand.
Established players have long defined premium credit through exclusivity, high income thresholds and extensive paperwork, limiting access for many digital-first consumers.
Fully launched in August 2025, Maya Black is the company’s first branded credit card. Built within the Maya app, the card leverages AI and alternative data to assess creditworthiness beyond traditional metrics.
Users can apply digitally, receive instant virtual card issuance and manage a numberless physical card directly from their smartphones.
Maya said the campaign was designed to deliberately reframe premium credit from something intimidating and status-driven into an experience that feels accessible, culturally relevant and aligned with modern Filipino lifestyles.
The strategy
Rather than stage a conventional product launch, Maya executed a multi-phase rollout. It began with finance and technology media to build credibility before expanding into lifestyle platforms, culture-driven narratives and creator-led storytelling.
Anchored on the campaign line “Welcome to Maya Black,” the initiative positioned premium banking as an experience shaped by design, confidence and everyday utility.
“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 blended financial credibility with lifestyle aspiration.
In a company statement, Maya noted that the cultural approach significantly boosted engagement and contributed to a notable influx of first-time credit card users. The campaign earned Silver Anvils for Best Use of Influencers and Launch Event.
“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.”
The bottom line
By combining data-driven credit assessment with culturally attuned branding, Maya is attempting to reset expectations around who qualifies for premium financial products — and what premium banking means in a mobile-first Philippine economy. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma
