Eastern celebrates Kerala’s nehru trophy boat race with village boat club partnership
Eastern marked the 71st Nehru Trophy Boat Race by launching a brand campaign in association with Veeyapuram Chundan and Village Boat Club (VBC) Kainakary. The visually engaging film traces the team’s journey from humble beginnings to becoming 2024 runners-up, highlighting resilience, teamwork, and community spirit. Complemented by on-ground activations, the initiative underscores Eastern’s commitment to Kerala’s culture and traditions, reflecting the brand’s philosophy of uniting families and communities while celebrating the state’s most iconic cultural spectacle.
AMFI celebrates Onam with immersive airport experience and nehru trophy boat race participation
The Association of Mutual Funds in India (AMFI), under its ‘Mutual Funds Sahi Hai’ initiative, marked Onam in Kerala with a blend of tradition and technology through large-scale festive activations. At Cochin International Airport, AMFI created a life-sized 3D boat installation with dynamic dreamscapes, allowing travellers to visualise aspirations unlocked by disciplined investing. Simultaneously, AMFI participated in the iconic Nehru Trophy Boat Race at Alappuzha, linking the endurance and teamwork of the event to the values of consistency and long-term investing. Amplified through OOH and digital campaigns in English and Malayalam, the initiative positioned financial discipline as an integral part of prosperity and togetherness during Onam.
South Indian Bank celebrates Onam with film highlighting ‘Investing in relationships’
South Indian Bank has released a heartfelt Onam film built around its brand promise of ‘Investing in Relationships,’ urging Malayalis across the world to come home for the festival. Rooted in Kerala yet with a pan-India presence, the bank positions itself as a family that values togetherness and belonging, with customers as relationships spanning generations. Written by Aiswarya Suresh and directed by Brijith Bkv of First Picture Show Company, the narrative blends music with real conversations to capture the spirit of Onam authentically. Crossing 2 crore views within 10 days across digital platforms, the campaign reinforces that “the best returns come from the relationships we invest in,” while marking the start of many such culturally rooted brand stories to follow.
Peter England collaborates with Kerala’s the Imbachi to launch youth-first Onam anthem
Peter England has launched a festive campaign for Onam aimed at Kerala’s youth, partnering with homegrown rapper The Imbachi to create a special anthem blending traditional chendamelam rhythms with modern hip-hop. The campaign fuses music and fashion, with Peter England’s garments visually complementing the energy of the track, giving Gen Z a fresh, stylish way to celebrate the festival. The initiative marks a new chapter for the brand, focusing on co-creating cultural moments that are authentic, rooted, and resonate with young audiences, encouraging them to express tradition in a modern, personal style.
Instamart introduces ‘Perfect Pookkalam’ feature for Onam celebrations
Instamart has launched its ‘Perfect Pookkalam’ in-app feature for Onam, offering curated floral designs with step-by-step guides and exact flower quantities, all deliverable in just 10 minutes. Expanding its Onam assortment, the platform has partnered with local vendors in Kerala to provide over 50 varieties of fresh flowers and leaves in eight colours, including traditional favourites like marigold, shevanti, tulsi, and mango leaves. The campaign also features a 3D billboard made with artificial flowers, integrated with a QR code linking users directly to the feature, blending cultural tradition with modern convenience.
JBL India tunes into festive rhythms with #soundofcelebrations campaign
JBL India, in collaboration with RepIndia, has launched its festive campaign ‘#SoundOfCelebrations’ to highlight music as the essence of Indian festivals. The campaign film, produced by Sez on the Beat, brings together regional voices through performances by MC Couper for Onam, MC Gawthi for Ganesh Chaturthi, Sanjeeta Bhattacharya for Pujo, and Shreya Jain for Diwali, blending traditional sounds with contemporary beats. Designed for Instagram Reels to leverage its high engagement, the campaign features festival-specific edits that amplify regional music and storytelling. By uniting local rhythms into a national anthem, JBL underscores its belief that sound is at the heart of every celebration.
Lunchbox celebrates Onam with mini sadhya and pronunciation challenge
LunchBox has introduced a special Mini Onam Sadhya along with a quirky Onam Pronunciation Challenge to celebrate Kerala’s biggest festival. The brand is delivering traditional vegetarian dishes, served on banana leaves, to homes nationwide while adding a playful twist for non-Malayalis by turning the challenge of pronouncing names like Thoran, Erissery, and Olan into a cultural game. Each order comes with a sleeve featuring dish names and a QR code linking to an AI-generated video of King Mahabali teaching pronunciations. Customers can participate by sharing a short voice note on Instagram, with prizes including trips to Kerala and exclusive rewards in Mumbai, Bengaluru, Chennai, and Hyderabad.
JSW MG Motor India celebrates Onam with Asia’s biggest carkalam
JSW MG Motor India marked Onam with a historic feat by creating Asia’s largest ‘Carkalam’—a floral rangoli-inspired formation crafted using 306 MG EVs—at Grand Hyatt Bolgatty, Kochi. The initiative, which entered the Asia Book of Records, was a collaborative effort between MG’s dealer network, customers, and employees, reflecting the brand’s deep cultural connect with Kerala. Alongside the celebration, the company rolled out its ‘Onam Avahanam’ festive offers across models such as Hector, Gloster, Astor, Comet, and ZS EV, resulting in a 20% rise in showroom walk-ins and a twofold increase in sales compared to last year.
