National Brands Embrace Onam: A Pan-India Festive Strategy

As Onam approaches, marketers are redefining their strategies—not just as a Kerala-centered celebration, but as a pan-India festive opportunity. Buoyed by a good monsoon, rising remittances, festive allowances, and a surge in retail demand, Kerala is witnessing a wave of positive consumer sentiment, with retail consumption rising 20–30% and media investments up by 15–20% this season, according to Sujata Singh, President (South), Havas Media India.

Shifting to a National Outlook

Traditionally seen as a regional festival, Onam has evolved into a national—and even global—marketing moment. Brands are now reaching Malayali audiences in metros like Bengaluru, Mumbai, Chennai, and the Gulf by combining Kerala-rooted campaigns with diaspora-targeted media.

Hyperlocal, Yet Broad in Reach

Brands have doubled down on cultural resonance, crafting creative, hyperlocal campaigns. Kerala Tourism’s Mona Lisa makeover attracted global attention; Parle-G tapped nostalgia and family warmth; and ITC Mangaldeep leaned into ritualistic connections. MG Motor went a step further—hosting Onam Sadya experiences at dealerships and creating a record-breaking “carkalam” (a car-made floral rangoli), blending tradition with brand storytelling.

Sector-Wide Momentum

A wide range of sectors is capturing Onam fervor. Paytm injected modernity into tradition by encouraging digital gold purchases starting at just ₹51. Acer India, where Kerala ranks among its top two markets, is pushing strong offers—extended warranties, cashback, exchange deals—across print, TV, OOH, radio, and digital, with expectations of a 20–25% uplift.

Though local players in jewellery, textiles, consumer durables, and automobiles still dominate (commanding roughly 60–65% of ad spending), national brands are rapidly expanding their Kerala-specific engagement—especially in FMCG, telecom, BFSI, e-commerce, autos, real estate, and electronics.

Media Mix & Investment Trends

The current festive media strategy is dynamic and sharply segmented:

• Digital (Social/OTT/Influencers): 40–45% of investments

• Regional TV (GEC & News): 30–35%

• Print: 10–15%, with a 10–15% cost increase due to demand and premium placements

• Impact Properties (Bigg Boss, reality shows): Seeing 15–20% year-over-year spend growth

• Regional OTT and influencer integrations: Costs are up ~15%.

Ad Spend Dynamics

Data from TAM Media Research highlights last year’s mixed results: print (+20%) and radio (+27%) grew, while TV (-5%) and digital (-40%) declined during Onam 2023–24 . However, this year’s festive playbook marks a clear divergence—buoyant consumer sentiment, higher marketing spends, and creative integration across media are fueling a strong resurgence.

Top advertisers continue to reflect the media’s diversity: on TV, Hindustan Unilever and Reckitt Benckiser lead, with Godrej Consumer Products consistently in the top tier; in print, dominant spenders include Honda, Hero MotoCorp, and Maruti Suzuki; on radio, LIC holds its strong position alongside auto and electronics brands; in digital, Amazon remains top of the heap, with newcomers like RBI, Samsung, and Adobe making their mark.

What Makes This Playbook Distinct?

What sets this Onam season apart is the fusion of cultural authenticity and modern media strategy. Brands are no longer just local or national—many are striking a clever balance. They root their storytelling in Kerala’s rich traditions while casting their campaigns across a broader, national—or even global—canvas.

This dual strategy is proving effective: local brands remain the backbone, but national players are accelerating their pace, using Onam as a strategic launchpad that extends well beyond Kerala borders. With media mixes that blend high-touch tradition with digital-savvy targeting, the playbook for this year’s Onam demonstrates how deep cultural insight and marketing agility can shape festive-season success