I know this's been asked here many times, and I now know a way to prove it using the first iso theorem on $\phi:R\to M$.
But my first approach was the other way around and something was wrong: I tried to show that $f:M\to R/I$ is iso.
More specifically, I defined $f(m)=f(\sum r_n m_n)=\sum r_n f(m_n):=\sum r_n+I$ where $m_n$'s are in the generating set of $M$.
Injectivity: since $\ker f\leq M$ and $M$ simple, $\ker f=\{0\}$ or $\ker f=M$.
If $\ker f = M$, then $f(M)=I\implies R=I$ but since $I$ is maximal, it is proper: $I<R$.
Surjectivity: $\forall r+I\in R/I,\, \exists m\in M$ s.t. $m=rx$ so that $f(m)=f(rx)=rf(x)=r+I$, where $x$ belongs to the generating set of $M$.
The thing is, that I never used the maximality of $I$. I only used its proper-ness. I don't think the maximality would be used to show the other axioms, like linearity or distributivity etc. What am I missing here?