Julia Barretto and Maris Racal battle over cashback in latest Maya campaign

Maya has reunited actresses Julia Barretto and Maris Racal for a new campaign promoting the 1% cashback available when consumers pay with their Maya Card.

The campaign follows the pair’s previous Maya video, which centred on savings that earn interest daily. This time, the rivalry shifts from saving money to spending it, with both stars competing to claim cashback from everyday purchases.

The video plays on the idea of getting more value from money that consumers are already spending, as Barretto and Racal go head-to-head over what they call “MINE” - the 1% cashback offered on Maya Card purchases.

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The campaign taps into a growing focus among consumers on making everyday spending go further, from comparing prices and waiting for promotions to looking for deals and rewards.

Under the offer promoted in the campaign, Maya Card users can receive 1% cashback on in-store and online purchases in the Philippines, covering categories such as coffee, groceries, dining, shopping and online purchases.

The campaign video features Barretto and Racal taking their competition over cashback to an entertaining extreme, reinforcing the message that consumers should not leave potential value behind when spending.

The latest campaign extends Maya’s use of the two actresses to communicate its products. They also previously teamed up with Maya in August 2025, serving as brand ambassadors for the launch of the Maya Black Credit Card alongside Jericho Rosales.

The Philippine cashback market is projected to grow 13.4% annually to US$1.58 billion in 2026, following a 15.3% CAGR from 2021 to 2025. ResearchAndMarkets forecasts further growth at 11.9% annually through 2030, when the market is expected to reach US$2.48 billion, driven by cashback adoption across retail, financial services and digital platforms.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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