Maiyas new campaign: The real ingredient to great food is your love

Maiya's, a processed food brand, in an effort to launch themselves and their new array of ready to cook products, has rolled out two commercials - for Maiya's Sambar Powder mix and Gulab Jamun mix. The campaign created by Happy Creative Services promotes the belief: Made with Love. The TVCs explore the role food plays in modern relationships.

 

Set in typical modern day situations - The ‘Sambar’ TVC shows a husband returning home late from a foreign trip having missed home food. While the Gulab Jamun TVC features a 'Foreign' settled son who returns home to visit his mother.

 

Dr. Sadanand Maiya (add designation) said, “We Indians are very emotional about our food. Although we’ve started eating out more and are consuming a lot of packed food, it’s all becoming very functional. The love for cooking has slowly gone missing in what we eat today. Cooking has become a time consuming process. But whenever you cook food with love, it tastes better, smells better. It makes you feel better. So we don’t compromise on the quality of ingredients and the technology required to keep them as authentic as they should be. What we wanted to say through these TVCs is something very simple - add your love to the food you cook and enjoy these precious moments with the people you love.”

 

Kartik Iyer, Co-founder – Happy Creative Services, said, "In the last decade our food habits have drastically changed. One is the loss of traditional foods and recipes and second, the lack of time to prepare the dishes. Maiya's uniquely addresses both - traditional foods in an easy to prepare format. Just what modern day couples need today. We worked out of the insight that everything tastes better when it's made by the one you love. Set in modern India, the campaign captures charming moments in real relationships, that go on to say, all you need for a perfect Sambar or Gulab Jamun is a little bit of your love." 

 

The campaign has been launched in Kannada, Telugu and Tamil channels. The Maiyas brand also plans to launch other products in the near future and shall look at launch their communication in other parts of India.

 

 

Creative Directors - Kartik Iyer / Praveen Das

Copywriter - Kartik Iyer / Deepesh Rajani

Account management - Sid Roy / Venkat Raman

Strategy - Ravi Bhat

Production House - Nirvana Films

Director - Vishnu

Producer - Manjeet Bawa / Ramya Rao