Please help with syntax for target specific variable

[Jai Maraj]

Hi Support,
Please help me out here.

I'm having trouble using a 'target specific variable' .
I haven't used this feature before and am sure what I'm doing wrong.

Makefile content is
jaitest: MYVAR=friend
        @echo Hello $(MYVAR)

Command make -f jaimake.mk jaitest fails with the following error:
make: *** No rule to make target `MYVAR=friend', needed by `jaitest'.
Stop.

Make version & machine info
Version: GNU Make version 3.76.1
Machine: Sun Solaris 2.6

Your assistance is greatly appreciated,
Thanks,
Jai