Kochi : Mathrubhumi has unveiled its new Onam campaign featuring two creative themes-‘Legends of Onam’ and ‘Unspoken Onam Ritual’- to celebrate Kerala’s rich cultural heritage and festive traditions. The campaign will run across Mathrubhumi’s integrated media network, including print, television, radio, and digital platforms, as well as national trade media during the Onam season.
The ‘Legends of Onam’ campaign pays tribute to iconic figures associated with the festival, including King Mahabali, Onapottan, and Kummatti, through illustrations inspired by traditional Kerala mural art. Complementing this, ‘Unspoken Onam Ritual’ highlights the everyday customs and shared experiences that have become an integral part of Onam celebrations.
Speaking about the campaign, M. V. Shreyams Kumar, Managing Director, Mathrubhumi Group, said that Onam represents Kerala’s identity, traditions, and emotional bonds shared across generations. He added that the campaign celebrates both the enduring legends and cherished rituals of the festival while reflecting Mathrubhumi’s longstanding relationship with Malayali audiences. He also noted that the group’s integrated media ecosystem enables brands to connect with consumers through culturally relevant and meaningful engagement during one of Kerala’s most significant festive seasons.
Sharing the creative vision behind the campaign, Miriam Paul, Associate Creative Director at Maitri Advertising, said that while Onam is one of Kerala’s most competitive advertising seasons, the campaign was designed to emphasise cultural association rather than simply competing for attention. She added that Mathrubhumi’s legacy as a trusted media brand offers advertisers both extensive reach and deep cultural relevance.
According to the company, the campaign celebrates both the legendary stories and everyday rituals that define Onam while reinforcing Mathrubhumi’s role in connecting audiences through its integrated media platforms during the festive season.
About Mathrubhumi
Mathrubhumi is one of Kerala’s leading media organizations with a diversified presence across newspapers, magazines, television, radio, digital media, and event platforms. Founded in 1923, the company has built a strong legacy of delivering trusted journalism and engaging content to Malayali audiences. Through its integrated media network, Mathrubhumi enables brands to connect with consumers across multiple platforms while maintaining a strong cultural connection with communities across Kerala and beyond.
