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Tag: Kerala

  • Trivandrum set for UST Marathon with Milind Soman

    Trivandrum set for UST Marathon with Milind Soman

    MUMBAI: Ready, set, go! Trivandrum is set to sprint into the record books. The Kerala capital will host its largest-ever marathon on 12 October 2025 with the second edition of the UST Trivandrum Marathon. Organised by tech giant UST in collaboration with NEB Sports, the event promises four action-packed categories: full marathon, half marathon, 10,000 run and 5,000 run, starting from the UST Thiruvananthapuram campus.

    Adding star power to the race, actor, model, fitness icon and film producer Milind Soman will serve as the brand ambassador, joined by sports legends including former Indian badminton star Pullela Gopichand, athlete Reeth Abraham, and badminton player U Vimal Kumar.

    With over 10,000 participants expected, the total prize pool tops Rs 22 lakh, making it Kerala’s most ambitious marathon yet. Registrations are open online at bit.ly/3ZnARUv and the official website trivandrummarathon.com.

    UST, president, Alexander Varghese said “This marathon is our way of promoting a healthy society and raising awareness of physical and mental well-being. Marathons are a powerful tool for inspiring communities, and we are proud to host this annual event in Trivandrum.”

    NEB Sports, cmd, Nagaraj Adiga added, “We are thrilled to host over 10,000 runners and welcome Milind Soman as our brand ambassador, adding extra charm to the event. Training runs earlier this year saw overwhelming participation, setting the stage for an unforgettable marathon.”

    From fitness enthusiasts to seasoned athletes, the UST Trivandrum Marathon 2025 promises to blend endurance, excitement and community spirit in the heart of Kerala.

     

  • Onam 2025: How brand campaigns tapped into Kerala’s festive pulse

    Onam 2025: How brand campaigns tapped into Kerala’s festive pulse

    MUMBAI: It’s that time of the year when Kerala’s air carries the aroma of Onam Sandhyas, floors burst into bloom with colourful pookalams, and Punnamada and other famous lakes in Kerala ripple under the oars of Vallam Kali racers as the cheers of the crowd echo across the water. In 2025, brands are lining up to tap into this very sentiment, weaving campaigns that range from heart-tugging reunion tales to playful takes on how the festival is evolving in an age of technological advancement.

    Diving headfirst into the festive spirit was Amul, with an ad film featuring the iconic Amul girl in a cream kasavu saree, rocking a pair of sunglasses as she balances on the edge of a long racing boat and performs the viral ‘aura farming’ step to traditional Kerala tunes. Staying true to its knack for seizing every cultural moment that resonates with Indian audiences, the dairy giant recreated the viral boat-dance originally started by 11-year-old Indonesian Internet sensation Rayyan Arkan Dikha.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Amul Keralam (@amulkeralam)

    On a similar vein, Parle-G also released a campaign film zeroing in on what the festival actually means to Malayalam households. The story follows a family returning to Kerala from the US after 16 years. While the daughter is eager to embrace the festivities, the father feels disheartened by how traditions have evolved with time.

    For instance, the once-famous Poopara ground, known for its Onam celebrations, has turned into a bus stand; a pookkalam has been replaced by ready-made carpets; and the mango tree which was once used to tie a swing has been cut down because no one has the time to clear away the dry leaves. To him, it is both alarming and disheartening to see the festival lose its soul, with rituals altered in the name of convenience.

    In a heartening twist, the daughter recreates his childhood memories by bringing home a Pulikali troupe, tug-of-war games and other vibrant touches of authenticity, reminding him that the essence of Onam lies in togetherness and shared joy. The film closes with the brand’s message: ‘Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius’.

    Here’s a look at some of the other campaigns that stood out this Onam:

    Association of Mutual Funds in India ( AMFI )

    Mutual Funds in India

    Through its Mutual Funds Sahi Hai campaign, AMFI has rolled out festive-themed billboards, digital displays and social media posts in both English and Malayalam, with taglines like “Staying invested can take you places.”

    At Cochin International Airport, Homecoming travellers are greeted by a life-sized 3D boat installation set against an LED backdrop. Passengers can hop aboard, pick a dream destination, from the Eiffel Tower to the Statue of Unity, and capture moments that symbolise how long-term investing can take you places.

    But the celebrations don’t stop there. The mutual fund self-regulatory body has also anchored itself at the legendary Nehru Trophy Boat Race in Alappuzha, where over 75 snake boats slice through the waters before nearly a lakh spectators. The message? Just like the rowers’ endurance and rhythm, consistent investing builds momentum towards long-term goals.

    Peter England 

    The apparel brand has launched a new Onam campaign aimed at Kerala’s Gen Z consumers, featuring traditional festive elements fused with the contemporary  culture of today’s youth. The brand has roped in homegrown rapper Imbachi to headline the campaign with a specially created anthem.

    The track combines the rhythm of Kerala’s ‘chenda melam’ with the beats of hip hop, offering a fresh sound that reflects the cultural roots of Kerala.

    The campaign also sets the tone for Peter England’s long-term retail strategy, leveraging pop culture, music and Gen-Z influencers to strengthen engagement with India’s new-age consumers.

    Sujata Appliances

    Sujata Appliances’ Onam campaign shines a light on an old-age home, conveying that the festival’s spirit extends beyond biological family ties. The film follows an elderly woman abandoned by her own family who, instead of celebrating alone, brings together residents of the home and children from an orphanage. By preparing a traditional sadya and sharing it with them, she transforms what could have been a solitary occasion into one filled with joy and warmth. The campaign delivers a clear message: Onam is not only about kinship by blood, but about spreading love, embracing others, and forging new bonds of togetherness.

    South Indian Bank 

    The bank has unveiled its Onam campaign film, written and produced by Aiswarya Suresh and directed by Brijith BKV of First Picture Show Co. Captured in a PoV format, the story follows a family reunion for Onam, bringing to the fore the campaign’s central theme: the best returns come from investing in relationships.

    The film opens with a young Malayali woman returning home after years away, surprising her family just in time for the festival. She quickly becomes the heart of the celebration: from decorating a floral rangoli to dressing in traditional Thalappoli attire and joining the grand Onam feast. Subtly interwoven is the role of South Indian Bank’s mobile app, emphasising the brand’s message that while technology enables convenience, true wealth lies in the bonds that bring people together.

    Casio Watches India

    Casio Watches India’s Onam campaign depicts the warmth of new beginnings within families. In the film, a mother-in-law welcomes her daughter-in-law on her first Onam, gifting her a Casio LTP-SN5YSR-5A watch to mark the occasion. What may appear to be a simple gesture carries a deeper meaning, symbolising acceptance into a new family and creating a sense of belonging. In a touching moment, the mother-in-law gently remarks that it is her “daughter’s first Onam,” not her daughter-in-law’s, making her feel truly at home. The campaign also showcases a model designed specifically in India for Indian consumers, underlining Casio’s effort to create products that are culturally relevant to its audience.

    Shriram Finance

    The brand’s Onam campaign draws on Kerala’s association with gold, not merely as a symbol of wealth, but as a treasure chest of memories, traditions, and aspirations. Built around the thought ‘May your Onam be of Gold’, the film extends the metaphor to our loved ones, portraying them as life’s true riches. Familiar faces from Malayalam cinema and television bring a sense of warmth and relatability, while Vineeth Sreenivasan’s soulful composition lifts the narrative with melody and emotion, wrapping the story in festive spirit. 

  • Eastern’s new campaign stirs Kerala’s age-old love affair with sambar

    Eastern’s new campaign stirs Kerala’s age-old love affair with sambar

    MUMBAI: Now here’s some food for thought: Eastern, Kerala’s leading spice and masala brand, is stirring the pot with its new campaign “Sambar Poru” (Battle of Sambar). The playful film celebrates the state’s age-old love affair with sambar, a dish that comes in as many variations as Kerala has districts.

    The brand’s consumer research revealed two camps of loyalists: those who swear by the classic balanced version, and those who prefer the punchier kayampodi (asafoetida-heavy) profile. Rather than choosing sides, the brand is embracing both, spotlighting its Sambar Powder and Thani Nadan Sambar Powder.

    The TVC brings this to life through a light-hearted culinary face-off between a mother and daughter, each defending her sambar style. As relatives gather and the son-in-law plays the enthusiastic referee, both sambars win equal love.

    “Kerala’s love for sambar is as nuanced and diverse as the state itself- shaped by tradition and generations of homegrown recipes,” said Girish Nair, CEO of eastern business unit. “This campaign is a tribute to the regional pride and varied choices we see in kitchens across the state.”

    Elango M, vice president of FCB India added, “From the length and breadth of Kerala, there are different types of Sambar! It’s a very versatile dish, so in our campaign, the task was to show that Eastern caters to different preferences. So, we created the ‘Battle of Sambar’ as the creative device [sic].”

    Running from 21 August to 15 September across TV, radio, cinema, digital and on-ground activations, the campaign promises to keep Kerala talking and tasting.

  • Den Networks disputes Rs 38 crore GST orders, plans legal appeal

    Den Networks disputes Rs 38 crore GST orders, plans legal appeal

    MUMBAI: Den Networks Limited has found itself in the middle of a tax showdown, with authorities in Lucknow and Kochi slapping it with two Goods and Services Tax (GST) penalties totalling nearly Rs 38 crore. The company, however, has strongly refuted the allegations, calling the orders erroneous and confirming plans to file appeals against them.

    Dismissing both allegations, Den Networks has reiterated that these tax demands do not impact its day-to-day operations, and that the financial exposure is limited to the penalty amounts. The company remains confident of a favourable outcome in the appeals process. With a legal battle looming, the GST dispute is far from settled Den Networks is preparing to make its case, challenging the tax authorities’ interpretation in an attempt to reverse the penalties and clear its name.

    The first order, issued by the CGST and Central Excise Commissionerate, Lucknow, on 31 January 2025, imposed a penalty of Rs 4.75 crore under Section 74 of the Central Goods and Services Tax Act, 2017 and the Uttar Pradesh Goods and Services Tax Act, 2017. Tax authorities claimed that Den Networks had wrongfully adjusted deferred revenue for FY 2017-18, allegedly leading to lower GST payments. The company insists this assessment is incorrect.

    The second order, passed by the CGST Kochi Commissionerate on 3 February 2025, demanded a staggering Rs 33.25 crore in differential tax, along with an equal penalty amount under Section 122(2)(b) read with Section 74(9) of the Central Goods and Services Tax Act, 2017, and corresponding Sections of the Kerala State Goods and Services Tax Act, 2017, for the period from July 2017 to March 2022. The dispute centres on how GST should be applied—tax authorities argue it should be charged on the total amount collected by local cable operators (LCOs) from subscribers, rather than on the revenue received by Den Networks from LCOs. The company maintains that it has calculated and discharged GST correctly as per regulatory norms.

  • Ather Energy’s new campaign is a shoutout to Kerala’s love for football

    Ather Energy’s new campaign is a shoutout to Kerala’s love for football

    Mumbai: Homegrown electric vehicle company Ather Energy has rolled out a new digital regional campaign called ‘Kali Ini Electric’ to celebrate its partnership with Kerala Blaster FC for the seventh season of the Indian Super League (ISL). 

    Through this campaign, Ather Energy aims to build recognition for their electric scooters in Kerala and establish a seamless connection between their flagship product – the Ather 450X – and the people of Kerala, stated the brand.

    The campaign, conceptualised and executed by Stark Communications, played on the inherent love and passion the people of Kerala have for football and for their favourite sports teams. The video uses a background voice-over in the style of the popular Malayalam commentator Shaiju Damodaran to showcase the beauty of an electric game on the football pitch while riding the Ather 450X electric scooter.

    Kerala, which is an important market for the electric scooter manufacturer saw over 2.5 Lakh views across social media platforms on the first day of the campaign’s release, according to the Bangalore-headquartered company. Kerala Blasters FC also claims to have one of the most engaged fan groups globally.

  • Brands pin hopes on Onam sales to tide over COVID gloom

    Brands pin hopes on Onam sales to tide over COVID gloom

    Mumbai: Kerala’s biggest festival of the year- Onam is finally here, flagging off the start of the festive season for the rest of the country. After some lacklustre years marred by natural calamities and floods, and followed by the pandemic in 2020, there is a lot of hope riding on the ten-day harvest festival this year. For businesses and brands across the state, Onam is poised to mark the revival of the shopping season.

    “Not just last year, but the last three years have also been a washout,” says Malayala Manorama VP – marketing & advertising sales, Varghese Chandy. “The Kerala floods impacted sentiments for 2018-19 and COVID-19 impacted sentiments for 2020. Even 2021 has been impacted by the pandemic but I must say that it’s turning positive. The reason being, there is a lot of pent-up demand and COVID-19 restrictions have been eased.”

    Kerala government has eased the lockdown protocols for the duration of the festival, providing a much-needed shot in the arm to retailers and businesses in the state. Effective till 23 August, all markets and shops across the state can remain open six days a week from 7 a.m to 9 p.m.

    “I am seeing that shops are full of customers and people are going out to buy things they could not buy for a long time. Onam is the season for shopping and it is the first large festival to kick off the festive season. This will incentivise consumers to buy what they want,” says Chandy. “The white goods, brown goods, and e-commerce categories are active. Since the CBSE, ICSE and Kerala State Board results have been announced, the education category is also very active.”

    On the movies front, Malayalam films have taken a backseat because theatres are still not open. However, lots of movies are moving to OTT platforms and finding a new audience.

    According to Mathrubhumi Group head- media solutions (TRD), Naveen Sreenivasan, there was a lot of uncertainty in July, but advertising picked up as markets opened up for the festive season, and it now looks poised for a “safe but healthy Onam”. “We are experiencing a build-up of advertising, and advertising from local brands and retailers are also picking up. Industries such as FMCG, consumer durables, retail, e-commerce, and automobiles are bouncing back which is a positive sentiment for the season,” he concurs.

    On the presence of digital brands on TV sustaining through Onam, Sreenivasan says that the brands and advertisers are well aware of the significance the festival holds as a marker of the beginning of the festive season in the country. Hence, they will make sure to capitalise on this opportunity to reach out to their TG at every level. “Companies prefer this time of the year for launches and sales drives to attract consumers at large; and TV news, with high reach especially in Kerala, is always impactful. Digital brands have certainly increased their advertising share for this season as well,” he adds.

    The opening up of retail will give businesses a chance at recovery after the bludgeoning dealt by the pandemic, also serving as an impetus for consumers to make purchases ahead of festivities. This uptick in consumer sentiment is also reflected in the numbers put out by the Retailers Association of India (RAI) in its latest Retail Business Survey. The survey indicated that retail businesses in South India have shown a sharp comeback in July 2021 with sales at 82 per cent of the pre-pandemic levels (July 2019), as against 50 per cent sales in June 2021. It further expects a significant recovery in sales in the upcoming festival season, provided restrictions on modern retail are relaxed across the country.

    Brands too have taken note of the cautiously celebratory mood in the state this year and have gone all out, launching new campaigns and festive deals across the board.

    Fashion e-tailer Myntra announced the launch of its first mega-brand campaign in Kerala, featuring its new brand ambassador, South superstar Dulquer Salmaan, ahead of Onam. The brand hopes that Dulquer’s presence in the campaign will strengthen Myntra’s men’s wear category and help in building brand salience with consumers across the state and beyond. It is implementing a 360-degree approach, leveraging TV, digital and social platforms to deliver the campaign ad film in Kerala.

    Short video app, Moj too has launched an Onam celebration campaign with prominent Malayalam actor and celebrity Anu Sithara called #MojOnaghosham to turn the spotlight on celebrating Onam virtually. The ten-day-long campaign is being hosted by the actor and will see participation from popular Moj creators who will be seen celebrating the festival in all its regional fervour. Since a community celebration is not feasible amidst the COVID-19 restrictions, #MojOnaghosham has been designed to reciprocate the madness around the physical celebration of the festival in Kerala, by taking cues from the community-driven celebrations.

    Moj senior director – content strategy, Shashank Shekhar said, “The #MojOnaghosham campaign has received great engagement so far and we are sure it will add more joy to the grand celebrations that our creators are planning. The campaign was designed on the premise of the traditional Onam celebrations with people participating in competitions organised by the local communities. Our attempt is to replicate the experience virtually and the challenges are modelled on cultural nuances that connect our community to the essence of the festival.”

    With the uptick in the consumer sentiment in the state, gold and diamond retail chain headquartered in Kerala’s Kozhikode, Malabar Gold & Diamonds, also kicked off the latest edition of its ‘Brides of India’ campaign featuring its celebrity brand ambassadors, Anil Kapoor and Kareena Kapoor last week. The campaign will be played on TV and OTT platforms with plans to occupy print media space too later.

    Ahead of Kerala’s biggest festival, Snapdeal announced its brand campaign ‘Brand Waali Quality, Bazaar Waali Deal’ in the southern markets, including Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, and Kerala, which are a significant customer base for the e-tailer. The campaign that targets savvy, value-conscious buyers of fashion, accessories, homeware, and more, will be LIVE across all social media platforms like YouTube, Facebook, Instagram, Twitter, and OTT entertainment networks like Hotstar and MX Player.

    Taking a unique approach in the Malayalam speaking market, Snapdeal will run the campaign with Youtube Creator Promotions and Facebook Branded Content Ads only and has partnered with 30+ creators/influencers like Kalidas Jayaram, Ahaana Krishna, and Shamees Kitchen to create 100+ content pieces that will reach out to relevant audiences in Kerala & other southern states during this festive times.

    Adding flavor to the Onam celebrations, DTH brand DishTV has also announced a slew of attractive offers to delight its new and existing customers as it joins the Onam celebrations in Kerala. Regional TV channels, not wanting to miss out on the Onam frenzy, have announced world television premieres of the latest Malayalam films.

    Home appliances brand, Haier India also announced exciting offers on its products across categories this Onam season.

    In times that have been challenging in many ways for the world at large, the festive season holds a promise of hope for both brands as well as consumers.

  • Doodle-icious: Amul celebrates regional leaders’ wins in assembly polls with topicals

    Doodle-icious: Amul celebrates regional leaders’ wins in assembly polls with topicals

    MUMBAI: Trinamool Congress supremo Mamata Banerjee was sworn-in as West Bengal chief minister for the third straight term Wednesday after she spearheaded her party to a remarkable victory in the recently concluded assembly elections. 

    2 May marked a jubilant day for regional stalwarts as along with Didi, Pinarayi Vijayan and MK Stalin also emerged victorious in their respective states despite a stiff opposition challenge.

    The TMC proved all exit polls wrong and won 213 seats in West Bengal, two more than its 2016 tally, successfully taking on the BJP juggernaut led by PM Narendra Modi and home minister Amit Shah, besides a battery of national and state leaders.

    The Amul creative features the TMC Supremo in her trademark white cotton saree with the captions “She Didi It Again” and “Enjoy TrinAmul!”

     

     

    The historic win of the Left Democratic Front (LDF) in the Kerala Assembly election has put the spotlight on its lead author, chief minister Pinarayi Vijayan. His resolute leadership style and daring political experiments amid major challenges and crises in the state – like the 2018 floods, the Nipah virus outbreak, the Sabarimala case controversy and now the Covid2019 pandemic – has found resounding approval among the state’s electorate, so much so that it re-elected an incumbent government for the first time in four decades. The LDF won 91 seats and the Congress-led UDF 40, while BJP failed to secure a single seat in the state, despite roping in ‘Metroman’ E Sreedharan in a last-minute bid to garner votes.

     

     

    The Amul Topical reads “Triwondrum” showing the Kerala CM in his signature white mundu and shirt against a backdrop of the State’s map with the words “Amul – God’s own snack” – a reference to its official state tourism tagline, God’s own country.

     In Tamil Nadu, MK Stalin-led DMK wrested power from BJP ally AIADMK, denying the ruling party a third straight term. Stalin, the 68-year-old DMK president, is all set to become the chief minister for the first time, after a decade in opposition. The Secular Progressive Alliance led by him won a convincing victory over arch-rival AIADMK in the southern state, securing 156 seats.

    The Amul topical depicts the DMK president taking a victory walk on a ramp with the words “STALwin” emblazoned.

     

     

  • Yardley’s new TVC campaign encourages to celebrate a safe yet joyous Onam

    Yardley’s new TVC campaign encourages to celebrate a safe yet joyous Onam

    NEW DELHI – The year 2020 has witnessed its fair share of upheavals. As India continues to battle with the impact of a pandemic, a sense of fear continues to prevail. While most states continue to struggle with the effects of the pandemic, Kerala has managed to come out fairly well, however, the fear of resurgence persists. This year, as Onam begins, Yardley has released its TV campaign that encourages consumers to celebrate this harvest festival with family and friends while taking all safety precautions.

    The latest TVC by the brand revolves around a Malayali family of three, who are skeptical about celebrating Onam because of the on-going pandemic, however, the mother assures the child and talks about the precautions to take before celebrating the festival. The film showcases the latest additions of hygiene essentials to the Yardley portfolio of Handwash and Sanitizer, the goodness of Lavender oil, and its credibility being a 250-year-old brand that is now offering anti-germ properties in its products keeping in mind the current times. The campaign has been released across television and digital media platforms.

    Commenting on the new campaign Yardley India VP and business head Manish Vyas said, “As the impact of Covid2019 continues to leave our lives in a state of unrest, consumers do still hold a sense of fear when stepping out to get together with friends or even to celebrate festivals. Onam being the biggest festival in Kerala, our objective with this campaign was to encourage our consumers to bring on the celebrations, with the apt precautions. And as they prepare to celebrate in full fervor, Yardley’s Essentials range – infused with anti-germ properties and lavender oil – is here to protect them every step of the way. We at Yardley have always kept in line with the evolving times and keeping our consumers’ sentiments in mind we continue to offer them the best products to address their every need. Our latest TV campaign is a clear depiction of this promise to our consumers.”

    “The antidote to uncertainty is the reassurance that all we hold dear in our hearts…our relationships, our festivals, our celebrations…will continue to be protected. Yardley tells a story of this reassurance and resilience through a product offering that is the perfect coming together of those age-old Yardley values and the need of the hour: protection. It’s a cute little story of the little things we need to do to protect the big things. Onam is an important cultural moment in one of our key markets and this communication is a timely squeeze of reassurance that says that there’s still hope.” said Contract Advertising executive creative director & creative head Mumbai Rahul Ghosh.

  • Mathrubhumi Group MD MV Shreyams wins Rajya Sabha by-poll in Kerala

    Mathrubhumi Group MD MV Shreyams wins Rajya Sabha by-poll in Kerala

    NEW DELHI: Mathrubhumi Group MD MV Shreyams Kumar sailed to victory in the by-poll held for one vacant Rajya Sabha seat from Kerala. The voting was held at the Assembly building during its one-day session. 

    A two-time legislator, Shreyams Kumar won the Rajya Sabha seat held by his late father, MP Veerendra Kumar. The death of the 84-year-old media baron on May 28 had necessitated the by-poll. 

    Shreyams Kumar also dons the roles of Kerala Regional Committee chairman of Indian Newspaper Society, VP of News Broadcasters Association, and global vice president of International Advertising Association. 

  • Asianet to air Vishu-Easter special programmes

    Asianet to air Vishu-Easter special programmes

    MUMBAI: Leading GEC in Kerala Asianet has come up with an array of special programmes for Vishu on 14 April.

    The day begins with superhit movie Ittimani made in China starring Mohanlal, Radhika Sarath Kuma , KPAC Lalitha and Honey Rose at 9 am, followed by another box office hit movie Android Kunjappan  starring Saubin and Suraj Venjaramood at 12noon. 

    Afternoon programmes include special programme Veendum Chila Veettu Viseshangal , a chat show with Jayaram, Ramesh Pisharodi, Tini Tom, Kalabhavan Prajod and singers  Sujatha Mohan and Swetha Mohan and  musical game show Sarigama  hosted by M G Sreekumar at 3PM.

    Mass thriller movie Thrissurpooram  starring Jayasoorya, Swathi Reddy, Indrans, Sabumon and Mallika Sukumaran at 4pm and historical period action thriller mega hit movie Mamangam starring Mammootty, Unni MUkundan, Siddique, Prachi, Anu Sithara, Kaniha and Iniya at 6.30PM