Mumbai: As Kerala celebrates Onam, several brands have rolled out innovative campaigns that capture the festival’s spirit of togetherness, tradition, and joy. From Peps highlighting comfort with festive mattress offers, to Peter England engaging Kerala’s Gen Z through a modern musical anthem, and Casio India presenting watches as symbols of love and memories, the campaigns span diverse categories. Brands like Nutella®, Zomato, GM Modular, Parle-G, JBL, Google, Wonderla, Duroflex, Chandrika Soap, and Tata Motors have all embraced creative storytelling—through digital films, immersive experiences, music, and special offers—bringing modern, culturally rooted celebrations to audiences across Kerala.
GM Modular
GM Modular, a home electrical brand in India, has launched a new Onam campaign showcasing how its products enhance festive celebrations. The film follows a family through their day, highlighting GM Modular’s innovations—from a wireless charger powering a phone and smartwatch, to an extension board running a water heating rod and hair dryer, and a Bluetooth speaker bringing music to the afternoon festivities. The family enjoys traditional rituals, creates a flower rangoli, clicks selfies, shares a meal, and ends the day with a GM fan, capturing the essence of Onam with the message “Yeh Onam Apno Ke Saath.”
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Peps
Peps Industries, a spring mattress brand, has launched a special festive offer for Onam, bringing exciting discounts to enhance comfort and joy this season. Its Malayalam ad campaign on Instagram and YouTube beautifully blends cultural storytelling with festive visuals, highlighting family togetherness and celebrations while positioning Peps mattresses as an integral part of the festivities.
Peter England
This Onam, Peter England launches a vibrant campaign to connect with Kerala’s Gen Z, featuring homegrown rapper The Imbachi. With a special anthem blending chendamelam and hip hop, the brand reimagines tradition in a fresh, modern style that resonates with youth.
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Deconstruct Skincare
Deconstruct Skincare, India’s leading science-backed skincare brand, has launched its special Onam 2025 campaign titled “Kuda Mathram Mathiyavilla” (Umbrella alone is not enough). The digital campaign reimagines Kerala’s most loved festival by honoring tradition while introducing modern skincare as an everyday essential.
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Casio India
This Onam, Casio India, a pioneer in timepieces, launches a heartfelt campaign that reimagines festive gifting by showcasing a Casio watch as a timeless symbol of love, memories, and togetherness. Centered around a model crafted in India for India, the campaign highlights designs tailored to Indian tastes, reinforcing Casio’s commitment to products that deeply connect with local consumers.
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Dot Media
Dot Media, a talent management agency, is celebrating Onam with a vibrant global creator-led campaign in partnership with Eastern Condiments & Spices, a renowned brand for authentic Kerala spices and mixes. The initiative brings together 11 Malayali creators across the UK, Canada, and the USA, showcasing how the sights, smells, and tastes of Kerala can be recreated anywhere in the world.
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Social Panga and AMD
Social Panga and AMD have come together yet again to release a heartfelt digital onam ad film. The DVC, inspired by the belief that King Mahabali visits his people each year, is a modern take on how AI can bridge the gap of language barrier.
Nutella®
Nutella® Hazelnut Cocoa Spread, one of India’s favourite breakfast accompaniments, celebrated Onam in Kochi with a unique ‘Experience Sadhya with Nutella’ event that brought together Kerala-based influencers for a fusion of tradition and taste. Guests, dressed in festive Onam attire, were welcomed by Nutella®-branded torans and a vibrant Nutella® pookalam, while the showcase blended Nutella® with the flavours of Kerala’s iconic Sadhya. The gathering created countless shareable moments, highlighted by a Nutella®-themed photo booth with fun jar props and standees, capturing the festive spirit with a modern twist.
Polycab
Polycab India Ltd., one of India’s leading manufacturers of wires and cables and among the fastest growing FMEG companies, is celebrating Kerala’s grand festival of Onam with a campaign that beautifully blends cultural reverence with innovation. Honouring the return of the beloved King Maveli, the campaign brings alive Polycab’s brand promise of ‘Safe, Happy Connections’ through immersive experiences that light up hearts and homes across the state.
Zomato
This Onam, Zomato has launched a campaign reimagining the Kerala chant “Arpo Irro Irro Irro” as “Arpo Hero Hero Hero,” celebrating the power of unity and collective effort. The visuals highlight Kerala’s cultural icons, including Vallamkali (snake boat races), Vadamvali (tug-of-war), and Chendamelam (drumming), showcasing how teamwork and shared spirit define success. By blending these vibrant traditions with the campaign’s message, Zomato emphasizes that those who work, fight, and stand together achieve victory, capturing the essence of Onam’s communal celebrations in a fun and memorable way.
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Parle-G
Parle Products, India’s leading manufacturer of biscuits and confectionery, has launched its new Onam campaign under the tagline: Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius. The film takes a nostalgic look at the festival through the eyes of a family returning to their roots, offering a heartfelt reminder that the true spirit of Onam lies in collective joy, shared memories, and traditions passed down through generations.
JBL
This festive season, JBL India has released the Sound of Celebrations anthem, a digital campaign that captures the various sonic signatures of India’s festivals. From the pulsating dhol of Ganesh Chaturthi and the rhythmic dhak of Durga Puja to the vibrant chenda of Onam, the anthem celebrates how each region’s soundscape contributes to the spirit of unity. The track, produced by the acclaimed Sez on the Beat, features a line-up of artists from across the country—MC Couper (Kerala/Onam), MC Gawthi (Maharashtra/Ganesh Chaturthi), Sanjeeta Bhattacharya (West Bengal/Pujo), and Shreya Jain. The anthem has been released on YouTube and amplified across JBL’s social media channels.
Google & Talented
Google India celebrates the spirit of Onam with its latest film, “Onam is where you are,” conceptualised by Talented, directed by Devika Mahajan, and produced by Happy Crew Films. The narrative follows a young Malayali protagonist, taking viewers on a journey reminiscent of a traditional Onasadya, while subtly highlighting the role Google tools play in daily life. Dedicated to Malayalis worldwide, the film reinforces that tradition transcends location, emphasizing that the essence of Onam is not tied to a place but to the moments and connections shared with loved ones.
Wonderla
As part of its Onam campaign this year, Wonderla Holidays Ltd., India’s largest amusement park chain, took festive greetings a notch higher by integrating a unique Out-of-Home (OOH) and digital campaign across Kerala. Conceptualised and executed largely in-house, the brand’s Onam campaign transformed
large-format tower hoardings and metro pillars into vibrant hyperlocal conversations, while simultaneously releasing a high-energy Onam Anthem and hook-step on Instagram and Spotify—turning Onam greetings into a state-wide cultural moment.
Duroflex
Duroflex, the sleep solutions brand, has launched a special Onam campaign in Kerala, delighting its dealer community with personalized AI-generated greetings from actress Amala Paul, while also allowing consumers to create their own greetings via [https://www.duroflexworld.com/pages/onam-wishes] (https://www.duroflexworld.com/pages/onam-wishes). As part of the celebrations, the brand introduced its limited-edition Energise mattress featuring Arctic Ice Fabric Technology for a three-times cooler sleep experience. The launch is complemented by a festive brand film that captures the spirit of Onam through a heartwarming mother-daughter story, where the daughter surprises her hardworking mother with the gift of rest through the Energise mattress.
Chandrika Soap
Chandrika, the iconic Ayurvedic soap brand from Wipro Consumer Care and Lighting, has unveiled a special Onam TVC campaign that beautifully blends cultural heritage with heartfelt storytelling. With an illustrious legacy of over 80 years, Chandrika has been a household companion in Kerala, and the new campaign reinforces its deep-rooted connection with the state’s most cherished festival.
Tata Motors
Tata Motors has announced its special Onam campaign for Kerala, offering customers benefits of up to ₹2,00,000* on its passenger and electric vehicle range, along with priority deliveries for festival bookings. The offers, valid from July 25 to September 30, 2025, are complemented by attractive financing schemes designed to make vehicle ownership more accessible during the festive season.
