MATHRUBHUMI REIMAGINES ONAM WITH MULTIMEDIA CAMPAIGN

Mathrubhumi has unveiled a multimedia Onam campaign blending tradition with modern communication. Centred on ‘Legends of Onam’ and ‘Unspoken Onam Ritual’, the initiative uses Kerala mural-inspired visuals and integrated media platforms to highlight the group’s cultural relevance, connecting brands with audiences during Kerala’s most significant festive and consumer season.

For Malayalis worldwide, Onam is more than a festival—it is an emotion that embodies tradition, togetherness, and cultural heritage. Families gather, rituals are observed, and consumers embrace the spirit of shopping, making it one of the most significant marketing moments of the year. This season, Mathrubhumi has launched a campaign that redefines festive communication by showcasing the strength of its diverse media ecosystem.  

The campaign unfolds in two distinct versions. The first, ‘Legends of Onam’, draws inspiration from enduring traditions such as King Mahabali, Onapottan, and Kummatti, aligning them with Mathrubhumi’s legacy in the lives of Malayalis. These themes are brought to life through illustrations inspired by Kerala’s mural art, reimagining cultural icons in a handcrafted style that celebrates heritage and storytelling. Rolled out across print, television, radio, and digital platforms, the campaign underscores Mathrubhumi’s ability to connect brands with audiences through integrated communication.  

The second version, ‘Unspoken Onam Ritual’, reflects the insight that while some rituals are centuries old, others evolve through everyday habits and shared experiences. It positions Mathrubhumi as a trusted companion woven into festive mornings—from newspapers and radio conversations to digital stories and television entertainment—reinforcing its role in connecting generations during Onam.  

M V Shreyams Kumar, Managing Director of Mathrubhumi Group, explained: “Onam is a celebration of Kerala’s identity, traditions, and the deep emotional bonds that bring generations together. Through this campaign, we wanted to reflect not just the timeless legends and cherished rituals of Onam, but also the role Mathrubhumi has played in the lives of Malayalis over the years. Whether through print, television, radio, digital, or our other media platforms, our strength lies in connecting brands with audiences in meaningful and culturally relevant ways.”  

Miriam Paul, ACD at Maitri Advertising, added: “Onam is Kerala’s most cluttered advertising season. While most brands compete for attention, we wanted to highlight the value of association. A legacy media brand like Mathrubhumi offers more than reach. It offers cultural relevance built over generations.”  

The campaign, spanning Mathrubhumi’s extensive media ecosystem and national trade media, demonstrates how a trusted media brand can help advertisers achieve deeper connections and lasting impact during Kerala’s most important consumer season.