MUMBAI: When petals fall from the cloud, you know Onam has gone digital. This festive season, Federal Bank, in partnership with Hogarth, turned tradition into a tech-powered celebration, swapping generic greetings for personalised, AI-driven messages that felt anything but robotic.
Using WPP’s AI tools and immersive tech from 8th Wall, the campaign let customers scan a simple QR code on posters, print or metro ads, and suddenly find themselves showered with virtual petals, greeted by a Kathakali dancer, or hearing the familiar trumpet of a vallam kali. And instead of a faceless message, it came directly from their own branch manager: part banker, part digital storyteller.
“This Onam, we wanted to bring plug-and-play joy into people’s homes,” said Federal Bank, cmo, M V S Murthy. “Technology is at its best when it strengthens culture and community, not when it overshadows them.”
Thousands of bespoke greetings were shared across Kerala and beyond, with customers responding with joy, nostalgia, and even surprise. For many in the diaspora, the greeting felt like a piece of home arriving at their phone.
For Hogarth India, ceo, Karthik Nagarajan, the idea was simple: “We’re moving from creating content to crafting experiences. Tech should feel human, not heavy,” he noted.
Backed by AI-assisted motion design, the experience was fully browser-based, no app required, making it as seamless as it was striking. Social chatter followed quickly, with younger audiences latching onto the novelty and sharing the moments widely.
As WPP, global vp of Immersive tech & AI, Dale Imerman, summed it up, “This is India showing how creativity and technology can amplify cultural connection at scale.”
For many, this year Onam didn’t just come home, it came alive on their screens.
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.
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 )
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’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.
Mumbai: Club FM, Kerala continues to raise the standard with its programming, and this Onam 2024 was no different. In a new and unique move, Club FM introduced ‘VOX Office’, a radio show that brought classic Malayalam cinema to the airwaves, engaging listeners across the state. As part of the Onam celebrations, Club FM re-released films like Manichitrathazhu, In Harihar Nagar, and Kilukkam—edited specifically for radio—to offer a nostalgic yet updated experience. By acquiring one-time audio rights from the movie producers, Club FM adjusted these classics for today’s audience, marking a first for any radio station in Kerala.
‘VOX Office’ taps into the trend of classic film re-releases, but with a radio twist, catering to Kerala’s cinema-loving audience. This show formed the core of Club FM’s Onam programming, merging past and present, and creating a listening experience that engaged audiences.
Beyond ‘VOX Office,’ Club FM delivered a full range of Onam programming for its listeners. Programs like ‘Kalakkan Onam’ (7 AM to 11 AM), featuring pairs like Siju Sunny and Saafboi, Chef Pillai and Pepe, and Omar Lulu and Rehman, offered conversations and entertainment that added to the festive mood. The ‘KL Heroes’ show (11 AM to 2 PM) showcased local figures like Iswar Malpe, KL Bro, and Femina Basheer, recognizing their roles in Kerala’s society.
The day ended with ‘Powli Talks’ (6 PM to 10 PM), where political figures Hibi Eden, Mohammed Riyaz, and Shailaja Teacher discussed Kerala’s political landscape, giving listeners insights into current events. These shows not only engaged listeners on-air but also reached out through Club FM’s social media platforms, ensuring wider engagement.
With over 1000 clients involved for this Onam 2024, Club FM once again showed its ability to deliver meaningful content that resonated with both listeners and advertisers. The station’s approach to programming ensured wide audience interaction, making this Onam celebration notable.
As the final days on 13, 14, and 15 September approaches, Club FM invites everyone to tune in and experience the conclusion of this journey. Promo videos highlight the essence of these final days. This Onam, Club FM has shifted the radio entertainment landscape, thanks to the ongoing support of listeners and advertisers.
Mumbai: This Onam, BAJAJ has introduced its latest range of durable and powerful 1000-watt mixer grinders designed especially for South Indian kitchens. To celebrate this launch, BAJAJ has rolled out a series of impact hoardings at key locations in the vibrant city of Kochi.
Our hoarding highlights the Bajaj Mixer Grinder as essential to the endless preparations of Onam Sadya, showing raw, tough-to-grind ingredients going in and perfectly prepared Sadya dishes emerging. The headline #BuiltForNirththaatheCelebrations reflects Bajaj’s commitment to supporting life’s enduring moments, ensuring that the joy of Onam remains vibrant and alive, and embodying the spirit of Nirththaathe (endlessness). To know more about their latest range of durable mixer grinders, head to the brand store on Amazon.
This is a significant step for BAJAJ, demonstrating their dedication to the South Indian market. The brand has unveiled a hoarding in the prominent Kaloor Stadium location in Kochi. The striking visuals on the hoardings highlight the grinder’s strength and ability to handle the toughest ingredients needed for Onam Sadhya preparations. The creative imagery shows raw ingredients, crucial for the traditional feast, being seamlessly transformed into perfectly blended Sadhya dishes.
Commenting on the initiative, Devika Sachdev, head of advertising and brand management, said, “This campaign reflects our commitment to providing products that truly meet the needs of our diverse customers. By showcasing our latest innovation, we’re not only enhancing the festive spirit but also reinforcing our presence in the South Indian market. BAJAJ is here to make everyday cooking and special occasions alike easier and more enjoyable.”
The Bajaj Ninja Series features DuraCut Blades with a lifetime warranty, ensuring precision and durability. Key models include the Powergrind 1000W, Quartz Max 750W, and Elegance Max 500W Mixer Grinders. The Bajaj Military Series, known for its Military Grade Jars and DuraCut Blades, offers robust strength in models such as the GlamMax 1000W, Evoque 1000W, and Glamore 1000W Mixer Grinders. The Bajaj Armor Series is equipped with the MetaGrip Metal Coupler, alongside Military Grade Jars and DuraCut Blades, featured in the Quadra and QuadraMax Mixer Grinders. Each series boasts a fresh design language and is available in premium, vibrant colours that enhance any kitchen décor. Together, these mixers combine industry-first durability features with stylish aesthetics to meet diverse cooking needs.
Mumbai: FMCG company – Marico has announced its latest campaign for Saffola Oats in celebration of the vibrant and joyous festival of Onam. Embracing the essence of tradition and festivity, Saffola brings Kerala’s rich cultural heritage to life with a delightful and nutritious twist on traditional dishes using oats, all through a captivating new film along with exclusive packaging for Onam.
The new ad film, conceptualised by Maitri Advertising Works Pvt Ltd, beautifully captures the joy and togetherness that Onam brings to millions of households in Kerala. It features two women engaged in a playful competition to create the best Onam delicacies, each including their secret ingredient – Saffola Oats, unaware that it’s the common factor in both culinary creations. As the festivities unfold, the women discover that they both are using the same special ingredient – Saffola Oats, leading them to set aside their competition and unite in the true spirit of the festival, celebrating friendship, love, and festivity.
The film subtly highlights how Saffola Oats can be a versatile and wholesome addition to traditional Onam dishes like puttu, dosha, vada, unniappam, and pal payasam, making these festive favorites both nutritious and delicious.
Speaking about the campaign, India & Foods Business (Marico Ltd) chief operating officer Vaibhav Bhanchawat said, “Onam is a time of joy, togetherness, and a celebration of cultural heritage. We wanted to create a campaign that celebrates this spirit while offering a nutritious twist in the beloved Onam delicacies by incorporating oats. The film beautifully illustrates how incredibly versatile oats are, it not only blend seamlessly into any dish but also elevate the flavour. We hope that through this campaign, we can inspire families to enjoy the best of both worlds – the traditional flavours of Onam and the versatility of Saffola Oats. To complement the occasion, we’ve also introduced new packaging that beautifully captures the spirit of Onam.”
Maitri Advertising Works Pvt Ltd group creative director, Francis Thomas shared his experience on building the campaign idea, “When Marico approached us, we wanted to authentically represent Onam in Kerala. Instead of the typical ‘tharavaad’ scenes, we depicted the real-life tradition of exchanging dishes with neighbors, where a Malayalee always returns the ‘dabba’ with a small gift. We were fortunate that the clients trusted Maitri’s regional expertise and that adsflo Worldwide delivered this complex message engagingly.”
The special Onam edition pack features a beautiful rendition of the festival’s festivities. The new pack is available across all general trade and modern trade outlets in Kerala, with an assured Rs 100 cashback offer. This Onam, elevate your festive celebrations with the delicious taste and nutritious benefits of Saffola Oats.
Mumbai: This Onam, ensure your brand stands out at Onakkoottayma 2024 — Kerala’s premier Onam festival! From September 13th to 22nd at Kanakakkunnu Palace, Thiruvananthapuram join thousands of Malayalees for vibrant entertainment, captivating performances, exciting competitions, and diverse cultural showcases.
With guaranteed footfalls of minimum 2.5 lakhs, this is the best opportunity to showcase your brand and connect with a wide audience during the Onam festivities. Don’t miss this chance to make a lasting impression!
Entry Fee of Rs 50 will be collected, a part of which will be contributed to Chief Minister’s Distress Relief Fund for Wayanad.
Mumbai: LS Digital, a new-age independent digital marketing transformation group, has successfully created two widely-viewed short films for Tilda Basmati Rice, an Ebro Foods brand, celebrating the occasion of Onam and Ganesh Chaturthi with videos likening its diverse range of rice varieties with India’s rich multi-cultural heritage.
LS Digital was instrumental in scripting both films and handled the social media mandate for Tilda as well. The company adopted the 1-minute approach for both films. The short videos, which went live on Instagram and YouTube, have received a lot of attention and positive comments. The Happy Onam clip crossed 2 million views while the Ganesh Chaturthi video has already been watched more than 1 million times.
Ebro India head of marketing Puneet Kapoor shared, “Our Onam and Ganesh Chaturthi films are a heart-warming celebration of love, family, and the joy of giving. They beautifully capture the spirit of festivities, reminding us that even the simplest gestures can create unforgettable moments. We always believe in celebrating diversity and Tilda Basmati Rice offers an array of rice that caters to each region and is part of their every celebration. Join us in this cinematic journey that reaffirms the power of love and instigate cultural diversity.”
The Happy Onam video presents a heart-warming short film that intertwines the magic of the festival with a creative ‘Two States’ concept. The one-minute production is a vibrant depiction of culinary passion and unity, bringing the significance of thoughtful gestures and gender diversity within households to the fore. It introduces viewers to a couple and the efforts the husband takes in making his wife’s Onam a memorable one. With a heart full of love and a dash of determination, the husband embarks on a culinary journey—with Tilda Basmati Rice—to prepare the quintessential Payasam, a traditional Onam delicacy.
The film showcases the vibrant colours and tantalizing flavours of the Onam Sadhya, with each dish meticulously recreated to reflect the authenticity of the traditional meal. From the vivid hues of the Pookalam (floral carpet) to the delicious Payasam, the film captures the true essence of the festival. The film invites audiences to immerse themselves in the enchanting world of Onam and experience the journey of love, effort, and culinary passion. As the film hits the digital medium, families and couples are encouraged to share in the beautiful message of the film – that love expressed through thoughtful actions can truly make any moment special.
LS Digital design, ECD & AVP 2 Nishant Patil added, “Food and festivals bring people together and that’s what we played on. Tilda being a rice brand was a perfect fit for this campaign. In the Onam film, we took this opportunity to showcase today’s contemporary society where men are equally inclined towards cooking as women have been. After all, why should only women do the cooking always? Overall, the campaign not only promulgates the brand Tilda but also gives out a positive message to society by changing stereotypes of home cooking. Now, with the Ganesh Chaturthi film, we have showcased how Tilda beautifully strengthens the unique bond between a mother-in-law and a daughter-in-law and brings them closer.”
In the Ganesh Chaturthi film, Tilda Basmati Rice presents an endearing tale of tradition, love and togetherness through the lens of a nurturing mother-in-law and a daughter-in-law who is dearly missing her mother. Showcasing how the festival is a time where families come together and create
lasting memories, Tilda Basmati Rice takes the celebration a step further this year by bringing an account of two generations—a caring mother-in-law and a homesick daughter-in-law—coming together to forge new memories. The film captures the true emotions, coupled with Ukadiche Modaks, the quintessential steamed, petal-shaped dumplings—made with Tilda Basmati Rice dough— acting as the common thread and a symbol of tradition, quality, and nourishment that has been passed down through generations.
LS Digital creative & social, ECD & AVP 2 Dipshika Ravi expressed, “A celebration without family is always incomplete, and during any festive occasion, a traditional feast holds immense significance. As a brand that emphasizes diversity through its range of rice varieties, it was essential for us to construct a compelling narrative for these occasions. We drew a parallel between Tilda rice and relationships, recognizing that a single secret ingredient — love — adds flavour to both food and cherished connections. Tilda isn’t just about rice; it’s about fostering connections and enhancing experiences, precisely the essence we aimed to capture in the films.”
The Tilda Basmati Rice films conquers hearts with its charming narrative. In both short films, Tilda Basmati Rice is a unifying factor, connecting the past, present, and future of the family. It reminds everyone about the beauty in celebrating traditions and unity amidst the evolving dynamics of relationships. Through both films, Tilda Basmati Rice celebrates the love that finds its way to the heart of every household, rekindling the spirit of festivities and inspiring everyone to embrace a future of togetherness.
Ebro India managing director Graham Carter added, “As a proud purveyor of the finest quality rice, our brand understands the integral role food plays in bringing people together. Our films showcase the heart-warming journey of preparing a traditional Onam Sadhya and Modaks, reminding us of the cultural significance of rice in this magnificent feast. We’re thrilled to support these films as they beautifully portray love, dedication, and the essential role of rice in making your festival celebrations unforgettable.”
The Happy Onam and Ganesh Chaturthi films were directed by Pratap Dhulap and executed by the production house, We The People Films.
Mumbai: As the vibrant festival of Kerala’s culture and heritage, Onam, approaches, News18 Kerala is all set to present a unique array of Onam-themed programs. With the aim of providing a profoundly enriching cultural spectacle, the channel has meticulously curated a special line-up. The festivities will be showcased from 25 to 29 August, exclusively on News18 Kerala. Commencing on 25 August, the program ‘Natt Onam’ will cast a spotlight on the cultural rituals and observances of Onam in various villages across Kerala. Another program will feature Onam festivities from 5 colleges within the state. Anchors from News18 Kerala will visit colleges to participate in students’ Onam celebrations, including activities like Pooviliyonam which is onam farming, Thiruvathira performances, and even flash mobs. The renowned talk show “Onam Band Show” will feature some of the distinguished bands hailing from Kerala, followed by an impressive performance.
An interesting Onam Pattonam session which will play the Onam special. Furthermore, the channel will present a captivating game show titled ‘Reel Life v/s Real Live,’ spotlighting four couples from social media reels, and welcoming guests from various corners of Kerala. There will be many special shows and activities like Poochantham a special Onam flower market, Azhakinte Onam which is Handloon Onam, Sakhavinte Onam an E P Jayarajan interview, Chamanjonam – A celebration with LGBTQIA+ community, and many more to make the festivities special. In addition to these, there will be a special telecast of a ritualistic ceremony at the Aranmula Temple, where the illustrious 63-item feast is served. Notably, the channel will also cover the celebrated Nehru Trophy Boat Race.
Mumbai: In light of the vibrant Onam festival and to celebrate the special Onam festival spirit with its NRI customers across Kerala, IndusInd Bank has today announced the launch of its ‘NRI Homecoming’ festival in Kerala. This festival is to mark the eagerly awaited return of non-resident Indians (NRIs) to their homeland and to create an experience for the Bank’s NRI clients with a grand celebration of Onam. The Branches are being decorated and a host of initiatives are being planned to welcome the NRIs.
As a part of this Onam celebration, the Bank extends a warm invitation to its valued NRI customers and their families to visit the Bank’s branches and join in a joyful high tea gathering and lamp-lighting ceremony. Bank has also organised exclusive movie screenings in Calicut, Kochi and Trivandrum for NRI customers & their families. There are a lot of other fun-filled activities planned by the Bank for NRIs customers & their families, including getting a handmade family portrait made by a local artist. IndusInd Bank will also arrange sessions on financial literacy for NRI customers to educate them on their financial needs and financial planning. The event would be hosted by some of the best financial planners to help them secure their financial goals.
Besides, to make the festival even more enriching for its NRI customers, IndusInd Bank is delighted to offer an array of exclusive benefits to its customers. These include the privilege of selecting a preferred Account Number and access to an exceptional best-in-class interest rate of up to 6.75 per cent on NRE/NRO Savings Accounts. Customers can also reap the rewards of attractive returns on Fixed Deposits, with potential earnings of up to 7.5 per cent p.a. on NRE/NRO Deposits and up to 5.85 per cent on USD FCNR Deposits.
Additionally, IndusInd Bank has launched one of its kind online remittance to India platform ‘IndusFastremit.com’, now you are not required to search for options on money transfer companies. IndusFastRemit.com does it for you by bringing key partners on the same window, just compare exchange rates and the time to credit into your account in India. Furthermore, the Bank aims to promote awareness about the financial solutions tailored for the NRI segment. These informative sessions will be held across all branches of the Bank in Kerala during this festive period. These initiatives are in alignment with the fact that the Onam festival sees a huge number of NRIs from the Gulf region coming back to their homeland – Kerala and Kerala is one of the focus markets for the Bank.
Mumbai : Havells India Ltd announced its latest campaign for the Kerala market to promote its kitchen appliance range around Onam.
The campaign features actor Mamta Mohan Das, who offers a fresh perspective on how cooking can be easy and enjoyable with Havells Kitchen appliances such as the Heavy-Duty Mixer Grinder Hexo Series, Silencio mixer grinder, OTG, and induction cooktop.
Havells India’s executive vice president-electrical consumer durables Rajiv Kenue said, “Kitchen is the heart of every Indian household. In India, food and festivities go hand in hand. Every occasion is celebrated with a distinct set of delicacies from each region. Onam is the biggest festival in the state of Kerala, and we are proud to welcome such a talented celebrity, Mamta into the Havells family at this auspicious time.”
He further added, “With our latest digital campaign around Onam, we aim to celebrate the true taste and essence of good food by showcasing how cooking can be effortless and full of fun, with the help of kitchen appliances.”
A series of four digital films are part of the campaign, and they are being promoted across several websites & social media networks like YouTube and Instagram.
The video and display campaigns have already begun and will run through mid-September 2022.
The campaign beautifully demonstrates how Havells’ multi-purpose kitchen appliance range, with its superior product design and dependable quality, improves our daily lives & kitchens.
Havells India executive vice president-marketing Rohit Kapoor said “With Onam around the corner, we are delighted to introduce our latest campaign with Mamta, a talented celebrity, and a trendsetter in the target market. We are confident, with her as the face of the campaign, we will be able to reach a large consumer base in the region and solidify our strategy of going deeper into homes.”
“As a part of this 360-degree campaign, we are also promoting our existing product campaigns on Hexo MG and Lloyd products featuring Mohan Lal. Kerala is one of our key growth markets and we continue to engage further to deepen consumer connect and strengthen our presence in the region,” he added.
Havells is also promoting the campaign through retail visibility, cinema integration, and a display campaign in leading regional media to further strengthen its connection with its target audience across Kerala.
