Mumbai: Eastern has unveiled its latest brand campaign for the 71st edition of the Nehru Trophy Boat Race, in association with the iconic Veeyapuram Chundan boat and Village Boat Club (VBC) Kainakary. The Nehru Trophy, one of Kerala’s most celebrated cultural spectacles, attracts over 100,000 spectators from across the world each year to witness the fiercely contested Snake Boat Race at Punnamada Lake, Alappuzha.
As part of the campaign, Eastern has released a brand film that chronicles the inspiring journey of Veeyapuram village and the Village Boat Club—from their modest beginnings to finishing as runner-up in 2024. The film highlights the resilience, teamwork, and community spirit of 100 rowers uniting in perfect rhythm, reflecting Eastern’s philosophy of bringing families and communities together. Alongside the film, Eastern has introduced immersive on-ground activations to let audiences experience the pride and energy of Vallamkali up close.
Commenting on the association, Girish Nair, CEO of Eastern Business Unit, said, “As a trusted partner of the people of Kerala, Eastern is present in every aspect of life in the state—from everyday kitchens to cultural celebrations. We are proud to support and promote Kerala’s vibrant festivals and traditions. The Nehru Trophy Boat Race is not just a competition; it’s a symbol of unity, perseverance, and shared purpose—values we hold dear at Eastern.”
Elango M, Vice President, FCB India, added, “As Kerala’s own brand, Eastern’s gesture to associate with Kerala’s own festival is truly special. Being part of the state’s culture and traditions makes this association even more meaningful. Right from the very first day of the briefing from the Eastern team, the spirit of Alappuzha Vallamkali was alive in all of us. The energy, rhythm, and spirit of ‘Vallamkali’ were carried into the film, and I believe the team has succeeded in capturing the raw, real, and unfiltered emotions of Vallamkali.”
