Onam may be rooted in Kerala, but brands are increasingly using the festival to connect with audiences beyond the state. This year, campaigns are drawing from familiar Onam cues from sadya and Kasavu to boats and the idea of togetherness and adapting them across formats and markets.
From Bosch taking its branding to Kerala’s backwaters to Zomato recreating a traditional sadya in a print ad, brands are finding ways to make Onam relevant to consumers both within Kerala and elsewhere in the country.
Here are some of the notable Onam campaigns this year.
Zomato
Zomato, the food delivery platform, turned a newspaper into a banana leaf for an Onam-themed print ad. The execution recreates the look of a traditional sadya spread, with illustrations of dishes placed across the newspaper as though they were being served on an actual banana leaf.
Bosch
Bosch, the home appliances and technology brand, has taken its Onam activation to Kerala’s backwaters, turning traditional boats into floating brand showcases. Decorated with traditional Onam elements, the boats carried large Bosch product installations as they moved through the backwaters.
Britannia 50-50 Cheeze Dipped
Britannia 50-50 Cheeze Dipped, Britannia’s snack range, has teamed up with chef and content creator Chef Pillai for an Onam campaign inspired by the contrasts in a traditional Sadya. The campaign draws parallels between the crunch of papadam and banana chips and the softness of payasam, linking these textures to the product’s 50% crunchy, 50% melty proposition.
South Indian Bank
South Indian Bank, the Kerala-based private sector bank, has centred its ‘Onam Orumayude Olam’ campaign on the spirit of togetherness associated with the festival. The campaign celebrates relationships, communities and shared experiences, positioning Onam as a moment that brings people together while keeping Kerala’s traditions alive.
Reliance Trends
Reliance Trends, the fashion and lifestyle retail chain, has taken a contemporary route to festive fashion with its Onam campaign featuring actor Preity Mukundhan, dancer and creator Sarangi Shyam, and DJ Attakkari.
Godrej Appliances
Godrej Appliances, the home appliances business of Godrej Enterprises Group, has connected its Onam campaign directly to Kerala’s traditional Kasavu handlooms.
Its ‘Tested for Kasavu, Trusted by Kerala’ campaign highlights the ability of its washing machines to handle delicate traditional fabrics, encouraging consumers to wear Kasavu more often without worrying about its upkeep.
Pepe Jeans
Pepe Jeans London, the denim and lifestyle brand, is using Onam to strengthen its presence in Kerala through a festive fashion campaign. The campaign combines outdoor advertising, targeted customer communication and regional influencer collaborations to drive visibility for the brand’s latest styles during the festive shopping season.
Mathrubhumi
Mathrubhumi, the Malayalam-language media house, has moved away from the familiar imagery of Pookalam and Pulikali with its ‘Manassil Ennum Maveli’ campaign. Instead, it focuses on the values associated with Onam and how they continue to shape Kerala.
The campaign features Padma Shri awardees Meenakshi Amma, Kolakil Devaki Amma and Lakshmikutty, along with technology-focused duo Devan and Devika Chandrashekhar. Their stories span Kalaripayattu, environmental conservation, traditional medicine and technology, highlighting how Kerala’s heritage continues to evolve while remaining rooted in its values.
AU Small Finance Bank