Kerala’s festive spirit has been amplified with the launch of Club FM’s 13th edition of Bhagyavan, its celebrated Onam roadshow. Flagged off in Kochi with celebrities and brand partners, the event promises digital games, prizes worth lakhs, and a travelling van that engages audiences across districts during Onam celebrations.
The festival of Onam has always been Kerala’s grandest celebration, a season when the state bursts into life with vibrant colours, sumptuous feasts, and traditions that span centuries. This year, adding to the joy and spectacle, Kerala’s original content creator, Club FM, has launched the 13th edition of its much-loved Onam roadshow, Bhagyavan. The event was flagged off at Forum Mall, Kochi, in the presence of rapper Vedan and actor Jibin Gopinath, alongside a distinguished line-up of guests including Mahesh, Zonal Sales Head, Kia; Manjesh, Marketing Manager; Thomas Joseph Kottaram, Director, Nolta Kottaram Group of Companies; Nevin Joseph, Regional Head, Achayans Gold; Mohammed S. Khan, General Manager, Forum Kochi; Jeethin Rethnakaran, Senior Manager, Forum Kochi; Biju Isaac, RTO, Enforcement, Kochi; Devika M.S., Director – Operations, Mathrubhumi; P.V. Mini, Vice President – Public Relations; and N. Jayakrishnan, General Manager, Club FM.
The 13th season of Bhagyavan promises an engaging mix of digital games and prizes worth lakhs of rupees. A specially designed van will travel across districts in Kerala, inviting participants to test their luck through three exciting levels. Winners stand a chance to take home a cash prize of ₹1 lakh, along with a host of other rewards. The roadshow has become a fixture of Onam festivities, blending entertainment with community engagement and offering audiences a chance to celebrate tradition in a modern, interactive format.
This year’s edition is supported by an impressive roster of brand partners, including Kia, Medimix, Kosamattam Finance, Wayfarer Films’ I Am Game, Nolta, Swarnamukhi Gold & Diamonds, Kerala Police, MVD Kerala Road Safety Authority, and Achayans Gold. Their participation underscores the growing appeal of Bhagyavan as a platform that connects brands with consumers during Kerala’s most significant festive season.
Speaking at the launch, Devika Shreyams Kumar, Director, Digital Operations, Mathrubhumi Group, highlighted the roadshow’s evolution: “Bhagyavan has grown into one of Kerala’s most popular roadshows. Every year, thousands of Malayalis participate and take home exciting gifts. Over the years, we have also seen an exceptional rise in the number of brands associating with the roadshow. We always strive to deliver maximum value to our brand partners by providing meaningful opportunities to engage and connect with consumers.”
Echoing this sentiment, N Jayakrishnan, General Manager, Club FM, noted the roadshow’s cultural significance: “The on-ground roadshow has become synonymous with Onam celebrations in Kerala. Every year, we strive to make the experience bigger, more exciting, and more engaging for our listeners and participants. The game is designed around elements of surprise, excitement, and fun, making it an enjoyable experience for everyone involved. At the same time, Bhagyavan offers our brand partners a powerful platform to build stronger connections with consumers and enhance their brand presence.”
As Onam approaches, Bhagyavan once again positions itself as more than just a roadshow. It is a celebration of Kerala’s identity, a fusion of tradition and modernity, and a reminder of how community, culture, and creativity can come together to create unforgettable festive experiences.
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