As the vibrant festival of Onam approaches, Kerala gears up to celebrate its most cherished tradition, marking the harvest season and the legendary homecoming of King Mahabali. The festival is a spectacle of culture, with elaborate Pookalam (floral arrangements), thrilling Vallamkali (boat races) featuring majestic snake boats, and grand processions of elephants adorned in ornate decorations. Yet, the centerpiece of this celebration is the Onam Sadhya, a lavish nine-course feast served on a banana leaf, featuring an array of 11 to 13 essential dishes that symbolize the bounty of the harvest. For brands, Onam is more than just a festival; it’s a golden opportunity to forge deeper connections with the Malayalee community, enhancing brand loyalty and driving sales. With the spirit of Onam in mind, many brands have crafted remarkable campaigns that resonate with the essence of this festival. So, let’s explore some best Onam campaigns by leading brands.
Best Onam Campaigns by Brands
Kalyan Jewellers
Kalyan Jewellers’ Onam campaign beautifully captured the essence of ‘Togetherness’ with its heartwarming ad film featuring brand ambassadors Wamiqa Gabbi and Manju Warrier. Set against the backdrop of Onam festivities, the film celebrates the enduring bond between sisters, while showcasing Kalyan Jewellers’ stunning collections, including the Nimah and Muhurat Bridal ranges. This campaign not only highlights traditional customs and rituals but also resonates with millennials, reinforcing their commitment to preserving these age-old practices. As one of the best Onam campaigns, Kalyan Jewellers’ ad film elegantly intertwines tradition and modernity, celebrating the spirit of the festival through its exquisite jewellery.
Linen Club
Linen Club, the renowned linen brand from the Aditya Birla Group, celebrated Onam with its evocative campaign titled ‘Homecoming.’ So, this unique film pays tribute to the warmth and love of Kerala, reflecting on the homecoming of family and friends through the lens of the legendary King Mahabali and traditional Kerala folk art. Accompanied by the enchanting folk song “Thiruvonamullil Nirayenam,” the campaign stands out as one of the best Onam campaigns, seamlessly blending local culture with fashion. Linen Club’s heartfelt tribute to Onam not only honors the festival’s rich traditions but also strengthens its connection with its audience during this cherished time of the year.
Radio Mango
During the Onam season, Radio Mango’s innovative campaign “Kettonam” captivated audiences with a creative twist on tradition. Featured in a prominent Malayala Manorama newspaper ad, the campaign showcased a vibrant Onapookkalam with a QR Code embedded within its design. Scanning the code directed users to a special page on Radio Mango’s website, where they could enjoy 10 popular Onam songs. The term “Kettonam” cleverly combines the Malayalam word “Ketto” (listen) with Onam, making it a memorable experience for listeners. As one of the best Onam campaigns, “Kettonam” seamlessly merged technology with cultural heritage, offering a nostalgic journey through beloved Onam tunes and setting a new benchmark for radio station campaigns.
Swiggy
Swiggy’s Onam campaign, crafted by Mind Your Language, brilliantly captures the essence of Kerala’s grand Onam Sadhya with a lively and engaging film. Set to a playful adaptation of AR Rahman’s “Padakaali” from the classic film Yoddha, the ad features a tug-of-war game that halts when the Sadhya is announced. The film humorously highlights the variety of payasam and showcases Swiggy as the solution for those craving additional options. The campaign concludes with a tempting offer: 40% off on Onam feasts ordered through Swiggy’s app, valid from August 16th to 31st. This south-focused ad effectively celebrates Onam while promoting Swiggy’s delivery service and special discount.
Delfrez
On September 7, 2022, Delfrez, the newly launched processed food division of Suguna Foods, brought festive cheer to Trivandrum International Airport with a unique Onam celebration activity. The brand created a memorable experience by surprising passengers traveling from Bangalore and Cochin with personalized gift hampers. An announcement directed the travelers to a specific luggage belt, where Delfrez awaited them with curated hampers bearing their names. The delighted expressions and smiles from the passengers added a special touch to their journey, making this Onam celebration truly unforgettable.
Federal Bank
Federal Bank’s Onam campaign beautifully encapsulates the festival’s spirit with a captivating blend of tradition and celebration. Featuring a sumptuous Onam Sadhya and an artistic road show, the campaign highlights Kerala’s rich cultural heritage. The ad showcases the joy and community spirit of Onam, with various individuals contributing to a grand feast, mirroring the bank’s commitment to personalized customer service. MVS Murthy, Chief Marketing Officer, emphasized how Onam brings together people from all walks of life, much like Federal Bank’s dedication to fostering deep connections through its “Rishta Aap Se Hai, Sirf App Se Nahi” ethos. This campaign, launched to celebrate the season, effectively combines the essence of Onam with Federal Bank’s ongoing commitment to personalized service.
Also Read: This is how Federal Bank celebrated Onam with a Flavorful Feast and an Artistic Splendor
AJIO
AJIO teamed up with Phantom, India’s premier fashion destination, to launch the vibrant campaign #KerelamMaariyo, a musical tribute celebrating Kerala’s evolving identity. The track, produced by the renowned rock band Thaikkudam Bridge featuring Kalyani Priyadarshan, was designed to highlight Kerala’s modern spirit while positioning AJIO as the go-to destination for fashion and gifts during Onam. The campaign effectively merged music and fashion to capture the essence of Kerala’s progressive transformation, enhancing AJIO’s visibility as a top choice for Onam shopping. This is one best musical Onam campaigns.
Eastern Condiments
Eastern Condiments launched the song “Undo-Unde,” performed by music sensation Sithara, as part of their Onam campaign. The track, with its uplifting message of “Perfect Onam for all, All for a Perfect Onam,” beautifully captures the essence of the festival. It celebrates the various aspects of Onam, from family reunions and festive attire to the creation of vibrant pookalam and the highlight of the season—the delicious Saadhya. This campaign effectively showcases the joyous spirit of Onam, emphasizing the unity and celebration that define the festival.
Conclusion
Onam is a festival that beautifully blends tradition with celebration, and brands across various sectors have effectively leveraged its significance to connect with their audience. The campaigns mentioned above are just a few examples of how creativity, cultural relevance, and a deep understanding of the audience can lead to successful marketing efforts during this vibrant festival. As Onam continues to grow in prominence, we can expect brands to continue crafting innovative campaigns that resonate with the spirit of this beloved festival.
