Brands ride Onam wave with creative festive flair

Onam's vibrant spirit has been sweeping across Kerala signalling a fresh start for Malayalis worldwide. During the 9-day celebration, which culminates on 15^th September, streets across the state are filled with flower rangolis, grand sadhyas (traditional meals), and lively folk dances, even as shoppers embrace the festive cheer with open wallets.

Sensing the buzz, brands have jumped in happily, crafting campaigns that celebrate tradition, unity, and joy, syncing perfectly with the season’s vibe. With Onam 2024 in full swing, these companies are tapping into the festival’s rich culture, rolling out creative campaigns that spotlight the heart of this colourful celebration.

Campaign hand-picked some of the best adverts by brands that captured the festival's spirit.

Brand: D2H

Why it works: This beautifully made ad captures the spirit of the Onam festival with traditional outfits, delicacies, and music, encouraging the users to enjoy the festivities without missing out on their favourite shows on OTT and television to add to the fun, with a special Onam offer.

Brand: Himalaya Personal Care

Why it works: This ad caters to the smiles that festive seasons bring. With the tagline ‘Keep sm-eye-ling with Himalaya Kajal! When your eyes smile, your face will,’ the brand captures the importance of beauty products made with nourishing 100% natural ingredients.

Brand: Joyalukkas

Why it works: Joyalukkas sent out an AI-generated Onam greeting with a unique blend of tradition and innovation. This vibrant ad honours the rich cultural heritage of Kerala, appealing to everyone to embrace the spirit of the festival with love, unity, and joy.

Brand: Linen Club

Why it works: In this two-minute ad, the brand connects the story behind Onam with the promise of purity they provide to their customers. It shows a grown-up man, who fulfils the promise that he made as a school kid. Taking pride in their legacy of authenticity and passion for all things, the video embodies the promise of purity.

Brand: Saffola Oats

Why it works: Onam is a time of joy, togetherness, and a celebration of cultural heritage.  This campaign celebrates the spirit of the festival offering a nutritious twist to the Onam delicacies by incorporating oats.

Brand: Zomato

Why it works: Zomato captures the essence of Onam, which brings people together for the celebrations. The ad tells viewers to enjoy the festivities without worrying about the hassles of cooking as Zomato will take care of their traditional meals, delivering them to your doorstep.