Mumbai: Wonderla Holidays Ltd. has brought a fresh twist to Onam celebrations with a hyperlocal, multi-platform campaign that blends outdoor innovation with digital engagement. Conceptualised and executed largely in-house, the initiative transformed Kerala’s festive greetings into vibrant cultural conversations across both physical and digital spaces.
As part of the campaign, Wonderla reimagined large-format tower hoardings and metro pillars across the state, turning them into lively conversations rooted in local slang and rhythm. Each district saw its own playful greeting: from Kozhikode’s “Mmakku Wonderla Vittaalo” (“Bro, shall we go to Wonderla?”) to Kochi’s “Machane, Onathinu Wonderla Pidichaala” (“Dude, for Onam let’s hit Wonderla”) and Thiruvananthapuram’s “Dey Aliya, Onam Wonderlayil Set Aakiyaala” (“Hey buddy, how about Wonderla for this Onam”). By weaving these hyperlocal dialects into its messaging, the brand made its hoardings feel conversational, familiar, and unmistakably Malayali.
In parallel, the brand launched a high-energy Onam Anthem and hook-step challenge on Instagram and Spotify, amplifying the festive spirit online. The digital activation encouraged audiences to join in, share, and celebrate the joy of Onam through music and dance, effectively merging outdoor impact with digital virality.
Speaking on the campaign, Dheeran Choudhary, Chief Operating Officer, Wonderla Holidays Ltd., said, “This Onam, we wanted to go beyond the usual and create a campaign that truly speaks the people’s language, exactly as they use it every day, across platforms. By capturing the pulse, humour, and unique identity of each district of Kerala both on physical and digital mediums, this campaign becomes more than advertising; it becomes a warm, local invitation to celebrate with Wonderla. It’s our way of paying tribute to the spirit of Onam—vibrant, proud, and joyfully rooted in Kerala.”
The strength of the campaign lies in its bold simplicity—recreating the humour, swagger, and everyday rhythm of Kerala, while capturing the beat of Onam in both outdoor and digital forms. With this, Wonderla has not just celebrated the festival, but turned its brand into a part of the state-wide Onam conversation.
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Listen – Onam Anthem
