Mumbai: Reliance Trends has unveiled its latest Onam campaign, conceptualised by creative agency PlusOne Design, celebrating a new generation that is redefining festive traditions through self-expression, creativity, and contemporary style.
Featuring actor Preity Mukundhan, dancer and content creator Sarangi Shyam, and DJ Attakkari, the campaign moves away from conventional festive narratives to showcase how younger consumers embrace Onam while expressing their individuality through fashion, music, dance, and creativity.
At the heart of the campaign is Reliance Trends’ festive collection, which brings together contemporary festive wear across multiple labels. The film highlights select styles from the Trends x Aarke Ritu Kumar collection alongside ensembles from Avaasa and other Reliance Trends labels. From ethnic wear and Indo-western silhouettes to dresses, coordinated separates, and festive essentials, the collection reflects the evolving fashion preferences of today’s consumers.
The campaign film presents a contemporary take on festive celebrations, portraying authenticity, confidence, and personal expression as integral to modern traditions. Rather than recreating idealised festive moments, it captures the evolving ways in which young India celebrates cultural occasions while staying connected to its roots.
Minal Srivastava, Vice President, Reliance – Fashion and Lifestyle, Reliance Trends, said: “At Reliance Trends, we believe festive fashion should offer something for every customer’s unique style. This Onam, our festive edit brings together contemporary silhouettes, timeless ethnic wear and exciting collaborations like Trends x Aarke Ritu Kumar alongside favourites such as Avaasa, creating a collection that lets consumers celebrate tradition in a way that feels personal and relevant. The campaign captures this spirit beautifully by showcasing fashion as an expression of individuality during the festive season.”
Speaking about the campaign, Shitu Patil, Co-Founder & Creative Head, PlusOne Design, said, “Festivals have always evolved with the people who celebrate them. Today’s generation expresses identity through everything, from the music they listen to and the dances they create to the way they style themselves. We wanted this campaign to reflect that shift. Instead of recreating familiar festive imagery, we chose to celebrate authentic self-expression while staying rooted in the spirit of Onam. The collection itself reflects this mindset, bringing together contemporary festive fashion that allows every individual to celebrate in their own way.”
Adding another layer of authenticity, the campaign brings together strong female voices both on-screen and behind the camera. Alongside featuring Preity Mukundhan, Sarangi Shyam, and DJ Attakkari, the film has been created by an overwhelmingly women-led crew, offering a contemporary female perspective on festive fashion while remaining deeply rooted in Kerala’s cultural traditions.
The campaign is now live across digital platforms and Reliance Trends’ social media channels as part of the brand’s Onam festive outreach, reinforcing its focus on connecting with younger consumers through culturally relevant storytelling and fashion-led self-expression.
