Mathrubhumi rolls out dual Onam campaign across media platforms

MUMBAI: When Onam arrives, stories bloom as brightly as the pookalam. Mathrubhumi is tapping into Kerala’s festive spirit with a two-part integrated campaign that blends mythology with everyday traditions, using the Onam season to showcase the strength of its multi-platform media ecosystem.

The campaign unfolds through two distinct narratives. The first, ‘Legends of Onam’, revisits iconic figures associated with the festival including King Mahabali, Onapottan and Kummatti through illustrations inspired by traditional Kerala mural art. The second, ‘Unspoken Onam Ritual’, shifts the spotlight to the everyday moments that define the festival, highlighting how different media formats naturally become part of Onam celebrations.

Running across print, television, radio and digital platforms, the campaign is designed to reinforce Mathrubhumi’s cross-media presence during one of Kerala’s biggest consumer and advertising seasons.

Rather than focusing solely on festive greetings, the initiative positions the media group’s various platforms as cultural touchpoints that connect audiences and brands throughout the celebrations. It also seeks to underline the value of integrated media engagement during a period when advertisers compete intensely for consumer attention.

Commenting on the campaign Mathrubhumi Group managing director M V Shreyams Kumar said Onam represents Kerala’s identity, traditions and shared emotional bonds. He added that the campaign reflects not only the festival’s enduring legends and rituals but also Mathrubhumi’s longstanding relationship with Malayali audiences across print, television, radio, digital and other media platforms.

The creative direction also acknowledges the crowded nature of festive advertising in Kerala. Miriam Paul, Associate Creative Director at Maitri Advertising, said the idea was to highlight the value of cultural relevance rather than simply compete for visibility, positioning Mathrubhumi as a legacy media brand that offers more than reach during the festive season.

The campaign will run across Mathrubhumi’s media network as well as national trade media throughout the Onam season, extending its festive messaging to both consumers and advertisers.