Happy wins Maiya's Foods and Amante

While Maiya's is a processed foods initiative owned by Dr. Sadananda Maiya, the man behind the now Norwegian-owned MTR enterprise, Amante is a lingerie brand from the MAS Holdings group based in Sri Lanka. Both businesses were won without a formal pitch process.

Happy, the five year old creative agency headquartered in Bengaluru, has bagged two new accounts, namely Maiya's Foods and lingerie brand Amante.

For the record, while Maiya's is a processed foods initiative owned by Dr. Sadananda Maiya, the man behind the now Norwegian-owned MTR enterprise, Amante is a lingerie brand from the MAS Holdings group based in Sri Lanka. Both businesses were won without a formal pitch process.

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. As a part of the new mandate, Happy will work to create the right communication for such new brand launches.

Sadanand Maiya says in an official communiqué, "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 which would understand and communicate the same."

Amante, meanwhile, has been in India for the last four years. Amante is now poised to be the challenger brand in the category eyeing larger and faster growth plans in the subcontinent, the company claims.

John Chiramel, CEO, Amanté, says, "Happy Creative Services has been appointed as our advertising agency because we believe that it has the ability to inject unshakable awareness and loyalty for Amanté into the Indian fine lingerie consumer's mind, benefitting both."

"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," adds Siddhartha Roy, COO, Happy.