Mumbai: Onam is more than a festival for Malayalis around the world—it is an emotion that celebrates tradition, togetherness, and cultural heritage. Steeped in age-old customs and rituals, the festive season brings an unmistakable sense of excitement, with families coming together to celebrate and consumers enthusiastically embracing the spirit of shopping. For brands, it marks one of the most significant marketing opportunities of the year.
This Onam, Kerala’s media group, Mathrubhumi, is bringing a fresh perspective to festive communication through a campaign. Designed to showcase the power of its diverse media ecosystem, the campaign highlights how the right combination of print, television, digital, and radio can effectively connect brands with varied audience segments and drive meaningful consumer response across target groups.
The campaign is based on two concepts: the first version is based on ‘Legends of Onam’, which reflects the theme of enduring legacies and draws parallels between iconic Onam traditions—such as King Mahabali, Onapottan, and Kummatti—and Mathrubhumi’s lasting presence in the lives of Malayalis.
The creative execution is brought to life through illustrations inspired by traditional Kerala mural art, reimagining these iconic figures and Mathrubhumi’s legacy in a rich, handcrafted visual style that celebrates heritage, storytelling, and the festive spirit of Onam.
Rolled out across Mathrubhumi’s integrated media ecosystem, the campaign looks to reinforce the group’s ability to connect brands with audiences through a powerful mix of print, television, radio, and digital media during one of the year’s most significant consumer seasons.
The second version, based on ‘Unspoken Onam Ritual’, is built around the insight that some rituals are passed down through centuries while others become traditions through everyday habit and shared experiences. The campaign positions Mathrubhumi’s longstanding relationship with generations of Malayalis and offers diverse media platforms as an integral part of the Onam celebration.
From the newspaper that accompanies festive mornings to the radio conversations, digital stories, television programming, and entertainment that bring families together, the campaign showcases how Mathrubhumi has become woven into festive mornings; it reinforces the brand’s role as a trusted companion that continues to connect audiences and celebrate the spirit of Onam across generations.
The campaign is being rolled out as a multimedia effort spanning the Group’s media ecosystem and national trade media.
M V Shreyams Kumar, MD, Mathrubhumi Group said “Onam is a celebration of Kerala’s identity, traditions, and the deep emotional bonds that bring generations together. Through this campaign, we wanted to reflect not just the timeless legends and cherished rituals of Onam, but also the role Mathrubhumi has played in the lives of Malayalis over the years. Whether through print, television, radio, digital, or our other media platforms, our strength lies in connecting brands with audiences in meaningful and culturally relevant ways. As consumers actively engage with the festive season, this integrated campaign demonstrates how a trusted media ecosystem can help brands create deeper connections and lasting impact during one of Kerala’s most significant consumer moments.”
Speaking about the campaign, Miriam Paul, ACD – Maitri Advertising, said, “Onam is Kerala’s most cluttered advertising season. While most brands compete for attention, we wanted to highlight the value of association. A legacy media brand like Mathrubhumi offers more than reach. It offers cultural relevance built over generations.”
