Sri Lanka’s MAS holding group owns the Amante brand. Maiya’s is a processed foods initiative owned Dr Sadananda Maiya
BestMediaInfo Bureau | Delhi |July 30, 2012
Bangalore-based Happy has recently bagged two accounts – the Maiya’s foods account based in Bangalore, and lingerie brand Amante. The MAS holding group based in Sri Lanka, which is among the preferred manufacturers for the best lingerie brands in the world, owns the Amante brand.
Maiya’s is a processed foods initiative owned Dr Sadananda Maiya, the powerhouse behind the now Norwegian owned MTR enterprise. Maiya’s reputation in the Indian food sector and his knowledge of food sciences precedes him.
Taking forth the founder’s passion for preserving traditional Indian recipes and the need to make them available to suit today’s living conditions, the Maiya’s brand plans to launch ready to eat and ready to cook packaged foods spanning a variety of a 100 snacks and dishes in the country. “While we are about preserving traditional foods, we are also about innovation in the way we make sure it lasts in all its purity after being packaged. In that way we are a cross between the past and the future. We chose Happy because we wanted a young agency that could understand and communicate the same,” said Maiya.
“It’s great to be working with Mr Maiya again. Some of us at Happy have had the opportunity to work with him in our previous jobs. He is a very inspiring person and an unconventional thinker. It’s an honour to be chosen to launch his own personal brand,” said Kartik Iyer, CEO, Happy.
“I am a self confessed foodie. And it’s our first food category account at Happy. Time to get the right kind to juices flowing,” quipped Praveen Das, Chief Creative Officer, Happy.
Amante has been in India for the last four years and has steadily seen growth since their entry into the Indian market. Today, Amante is poised to be the challenger brand in the category eyeing larger and faster growth plans in the subcontinent.
“Happy Creative Services have been appointed as our advertising agency because we believe they have the ability to inject unshakable awareness and loyalty for Amanté into the Indian fine lingerie consumer’s mind, benefiting both,” said John Chiramel, CEO Amanté.
"We were awarded the Amante business on the basis of our experience in the fashion-apparel space, our flair for media-agnostic innovative thinking and our expertise in building brands ground-up. That's what makes this win extra special for us," said Siddhartha Roy, COO of Happy.
Both businesses were won without a formal pitch process.