Happy, a ‘hot’ choice for two brands

30 Jul,2012

By A Correspondent


Happy recently bagged the Maiya’s foods account. Maiya’s, based inBangalore, is a processed foods initiative owned Sadananda Maiya – the powerhouse behind the now Norwegian-owned MTR Enterprise. Mr 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, Maiya’s plans to launch ready-to-eat and ready-to-cook packaged foods spanning a variety of 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 that it stays 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 would could understand and communicate the same,” said Mr 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 himself. 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.


Happy has also been chosen as the creative partner for the lingerie brand, Amante. The MAS Holdings Group based in Sri Lanka, which is among the preferred manufacturers for the best lingerie brands in the world, owns the Amante brand.


Amante  has been in India for the last 4 years and has steadily seen growth since their entry into the Indian market.


“Happy Creative Services have been appointed as our advertising agency because we believe they have the ability to inject unshakable awareness and loyalty for Amante into the Indian fine lingerie consumer’s mind, benefitting both,” said John Chiramel, CEO, Amante.


“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.


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