Sambar and Gulab Jamun

Launched in 2007, Maiyas was started off as a brand that would be a cross between the past and the future. While other brands have screamed themselves hoarse selling convenience and great taste, we decided Maiyas would focus on the love for food. More specifically- giving people a reason to love Indian food again. Ensuring that Maiyas will remind them of what they are losing out on and make them crave for the tastes that are ingrained in them. Hence, the positioning 'Maiyas - Made with love'.

Two products were chosen to communicate this positioning in the market i.e. Gulab Jamun Mix and Sambar powder. Set in modern India, the television commercials capture charming moments in real relationships and go on to say that all you need for a perfect sambar or gulab jamun is a little bit of your love.