AASHIRVAAD’S ONAM CAMPAIGN REIMAGINES MAVELI

McCann India and The Filmy Joint have launched Aashirvaad’s Onam campaign with a bold reinterpretation of Maveli. The film suggests today’s Maveli is not the one of old, blending tradition with modern storytelling through a creative collaboration led by Iraj Fraz Batla.  

Onam, Kerala’s most cherished festival, has long been associated with the benevolent King Mahabali, or Maveli, whose reign symbolised equality and prosperity. Yet this year, Aashirvaad’s campaign challenges audiences to reconsider the familiar legend. With the striking line Maveli pazhaya Maveli alla—translated as “Maveli is not the Maveli of old”—the brand invites viewers to reflect on how traditions evolve and how cultural icons can be reinterpreted for contemporary times.  

The campaign, crafted by McCann India in partnership with The Filmy Joint, is a cinematic exploration of heritage and modernity. At its helm is Iraj Fraz Batla, Head of Creative at McCann Four, supported by Managing Partner and Chief Business Officer Hari Krishnan. Together, they have steered the project towards a narrative that balances reverence for Kerala’s cultural roots with a fresh creative lens.  

The creative team—Sharat Kuttikat, Unnikrishnan R and Anoop NS—worked to ensure the campaign resonates with audiences who see Onam not only as a festival of rituals but also as a moment of reflection on identity and change. Account management was led by Varghese John, ensuring the brand’s vision translated seamlessly into execution.  

The film itself is a product of meticulous craftsmanship. Directed by Mridul Nair, with cinematography by Bineesh Viswam, the visuals capture Kerala’s festive spirit while introducing a nuanced portrayal of Maveli. Executive Producer Sajimon Prabhakar, Associate Director Liju Thomas and Producer Athul Kalyadan oversaw production, ensuring the campaign’s ambitious vision was realised with precision. Editor Manoj Kannoth shaped the narrative flow, while music director Lesley Rodrigues added a score that bridges tradition and modern sensibilities.  

By reimagining Maveli, the campaign positions Aashirvaad as a brand willing to engage with cultural discourse rather than simply echoing familiar tropes. It acknowledges that while Onam remains rooted in timeless values of unity and abundance, the way these values are expressed must adapt to the present.  

The collaboration between McCann India and The Filmy Joint demonstrates how advertising can transcend mere promotion to become cultural storytelling. In doing so, the campaign not only strengthens Aashirvaad’s brand presence during Kerala’s most significant consumer season but also sparks conversation about how heritage is remembered, reshaped and retold.