MATHRUBHUMI’S ONAM CAMPAIGN CELEBRATES KERALA’S EVERYDAY HEROES

Mathrubhumi’s Onam campaign, Manasil Ennum Maveli, honours Kerala’s real-life heroes who embody the spirit of Maveli through kindness, courage, compassion and service. Featuring Padma Shri awardees Meenakshi Amma, Devaki Amma Kollakayil, Lakshmikutty, and technologists Devan and Devika Chandrashekhar, the initiative shifts focus from traditional festivities to the people who define Kerala’s soul.

This Onam, Mathrubhumi has chosen to look beyond the familiar sights of Pulikali and Pookalam to celebrate what truly makes Kerala special: its people. Through its thoughtfully conceived campaign Manasil Ennum Maveli, the media group pays tribute to individuals who embody the values associated with King Mahabali—kindness, courage, compassion and service—reminding audiences that the essence of Onam lies not only in rituals but also in the everyday acts of humanity that strengthen society.  

The campaign highlights four inspiring figures whose lives reflect Kerala’s enduring spirit. Padma Shri Meenakshi Amma, renowned for her mastery and teaching of Kalaripayattu, represents courage and tradition, keeping alive one of the oldest martial art forms in the world. Her dedication to training generations of students ensures that Kerala’s cultural heritage continues to thrive. Padma Shri Devaki Amma Kollakayil, celebrated for her environmental conservation efforts, embodies compassion and foresight. Her lifelong commitment to nurturing forests and biodiversity stands as a testament to the power of individual action in safeguarding the planet.  

Equally remarkable is Padma Shri Lakshmikutty, whose knowledge of traditional herbal medicine has been a source of healing for countless people. Her work reflects kindness and service, offering remedies rooted in centuries-old wisdom while bridging the gap between tradition and modern healthcare. Completing the quartet are Devan and Devika Chandrashekhar, siblings who represent Kerala’s forward-looking spirit through their contributions to technology. Their innovations highlight how courage and creativity can drive progress, ensuring that Kerala’s legacy is not only preserved but also adapted to meet the challenges of the future.  

By spotlighting these diverse individuals, Mathrubhumi’s campaign underscores the idea that the spirit of Maveli lives on in the people of Kerala. It is a reminder that Onam is not merely a festival of flowers, feasts and dances, but a celebration of values that transcend generations. The campaign resonates deeply with audiences by shifting attention from spectacle to substance, from ritual to relevance.  

In doing so, Mathrubhumi reinforces its role as more than a media house; it positions itself as a cultural companion that reflects and amplifies the voices of Kerala. The initiative also demonstrates the group’s ability to craft narratives that connect emotionally with audiences, offering brands and communities alike a platform rooted in authenticity.  

As Onam approaches, Manasil Ennum Maveli invites Malayalis everywhere to recognise and honour the heroes among them. Whether in the quiet resilience of a teacher, the nurturing hands of an environmentalist, the healing wisdom of a herbalist, or the inventive spirit of technologists, the campaign reminds us that Kerala’s true wealth lies in its people.