Mumbai: Peter England is celebrating Onam with a youth-first campaign that fuses tradition with modern expression. By partnering with Kerala’s homegrown rapper The Imbachi, the brand has launched a special Onam anthem that brings music and fashion together in a way that feels authentic, vibrant, and relevant to Gen Z.
The anthem, created and performed by The Imbachi, blends the rhythmic essence of Kerala’s chendamelam with the energy of hip hop, creating a soundscape that is festive, modern, and unmistakably young. More than a campaign, it is positioned as a cultural expression that redefines how Kerala’s youth can celebrate Onam.
Commenting on the launch, Anil S Kumar, Chief Business Officer, Peter England, said, “If you wish to cater to the Gen Z today you have to be authentic and co-create to speak the language they most resonate with. Gone are the days when you make scripted ads. Today’s youth need a platform for expression and with our latest Onam drop ft. Imbachi we are trying to do just that. Imbachi has written and composed an original Onam track for us, and we’ve just let the garments aid their visual expression. With this we are very hopeful to be able connect with young Kerala and help them dress up on occasions like Onam. Keep waiting as Peter England embarks on a Genz journey on months to come as we create more & more for them.”
Sharing his experience, The Imbachi said, “Working with Peter England on this campaign has been an exciting journey for me. Onam is more than just a festival, it’s a feeling, like a wave of beautiful memories that rushes in every year. Mixing the vibrant and traditional energy of Onam with my sound just felt right. I still remember the excitement as kids, waiting to get our Onam outfits because fashion has always been a huge part of the celebration. And with all honesty, Peter England’s garments capture the spirit of Onam perfectly. The fits added that extra flair that matched the vibe of the song so well. I think we’ve created something festive, stylish, and totally in tune with how Kerala’s youth want to celebrate Onam today. Ee Onam, Scene Onam!”
Adding to this, Puneet Kapoor, CCO, Ogilvy Bangalore, said, “Our goal was to move beyond advertising and create something that Kerala’s youth could truly make their own. By weaving Peter England’s style with The Imbachi’s homegrown voice, we wanted the campaign to feel less like a brand message and more like a cultural expression. This was not just about fashion or music, it was about capturing the spirit of Onam in a way that feels current and deeply connected to the times.”
This campaign marks the beginning of a new chapter for Peter England—one where the brand moves from traditional advertising to co-creating cultural moments with youth icons and voices. By blending music, fashion, and authenticity, Peter England aims to strengthen its connection with young consumers in Kerala and across India.
