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Maya soars higher with rebranding, shares CMO Pepe Torres in an exclusive Hot Takes interview

MANILA, PHILIPPINES — Mobile banking apps have taken over the financial industry during the life-changing pandemic. And one name in particular has risen to the top: Maya. The app has seen one of the biggest and most successful rebranding plans in the past few years, and it’s only beginning to realize its full potential. As the brand paves its way to the top, Maya’s leaders assure the public that their concerns are being addressed, as Chief Marketing Officer Pepe Torres and the team share in the exclusive “Hot Takes with Maya” video interview.

Since renaming itself from “PayMaya” to “Maya,” the company had more freedom to explore new waters in the expanse of financial technology. The simple yet bold move of dropping the word “Pay” from its previous name has allowed Maya to shift from being just a payment platform, to a secure digital wallet with the capacity of a bank. This has successfully catapulted the app as a trailblazer in the banking industry — even skyrocketing as the number one digital banking app in Southeast Asia. 

Its successes in brand transformation and development of services have made Maya the most talked about brand, with its improved look and media efforts gaining global recognition. The rebrand merited Maya a number of prestigious accolades, including the Best of the Philippines (Gold) at the YouTube Works Awards Southeast Asia 2023; Effies Silver for Finance Category; Effies Bronze for Branded Content Category; and several wins at the Boomerang Awards 2023.


By revamping its image and reaching audiences better through creative and transparent content, Maya has proven that it can surely take the heat that comes with catering to the modern market of finance-savvy millennials and zoomers. This has encouraged the brand to experiment with unconventional marketing strategies. This included collaborating with local musical artist Shanti Dope for Maya’s new anthem, and introducing one of the country’s favorite TV and movie darlings, Liza Soberano, as the new brand ambassador in the award-winning video ad “Project Hope.” In the two-minute clip, Liza, whose real name is Hope, is portrayed as the girl who can do it all — mirroring the brand as the app that has it all. The clever stunt served as both Maya’s and Liza’s re-introduction to the public with their bolder renewed images.

The team behind the bold moves for Maya’s refresh has successfully launched the brand’s new face to the public, but their mission to make Maya the number one digital banking app continues. Here to answer questions collected from the public through social media are Maya CMO Pepe Torres; Head of Copy Miguel de Dios; Head of Creatives Apol Sta. Maria; and Dentsu Creative Philippines Creative Director Wacky Torres. In an exclusive video interview with adobo Magazine, the brand’s trailblazers shared their honest answers to the people’s burning questions. 

Watch the exclusive video interview “Hot Takes with Maya” here:

Got any more burning questions for the team? Leave a comment in the video! And to learn more about Maya, visit

Partner with adobo Magazine

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