Brands
Onam 2025: How brand campaigns tapped into Kerala’s festive pulse
MUMBAI: It’s that time of the year when Kerala’s air carries the aroma of Onam Sandhyas, floors burst into bloom with colourful pookalams, and Punnamada and other famous lakes in Kerala ripple under the oars of Vallam Kali racers as the cheers of the crowd echo across the water. In 2025, brands are lining up to tap into this very sentiment, weaving campaigns that range from heart-tugging reunion tales to playful takes on how the festival is evolving in an age of technological advancement.
Diving headfirst into the festive spirit was Amul, with an ad film featuring the iconic Amul girl in a cream kasavu saree, rocking a pair of sunglasses as she balances on the edge of a long racing boat and performs the viral ‘aura farming’ step to traditional Kerala tunes. Staying true to its knack for seizing every cultural moment that resonates with Indian audiences, the dairy giant recreated the viral boat-dance originally started by 11-year-old Indonesian Internet sensation Rayyan Arkan Dikha.
On a similar vein, Parle-G also released a campaign film zeroing in on what the festival actually means to Malayalam households. The story follows a family returning to Kerala from the US after 16 years. While the daughter is eager to embrace the festivities, the father feels disheartened by how traditions have evolved with time.
For instance, the once-famous Poopara ground, known for its Onam celebrations, has turned into a bus stand; a pookkalam has been replaced by ready-made carpets; and the mango tree which was once used to tie a swing has been cut down because no one has the time to clear away the dry leaves. To him, it is both alarming and disheartening to see the festival lose its soul, with rituals altered in the name of convenience.
In a heartening twist, the daughter recreates his childhood memories by bringing home a Pulikali troupe, tug-of-war games and other vibrant touches of authenticity, reminding him that the essence of Onam lies in togetherness and shared joy. The film closes with the brand’s message: ‘Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius’.
Here’s a look at some of the other campaigns that stood out this Onam:
Association of Mutual Funds in India ( AMFI )
Through its Mutual Funds Sahi Hai campaign, AMFI has rolled out festive-themed billboards, digital displays and social media posts in both English and Malayalam, with taglines like “Staying invested can take you places.”
At Cochin International Airport, Homecoming travellers are greeted by a life-sized 3D boat installation set against an LED backdrop. Passengers can hop aboard, pick a dream destination, from the Eiffel Tower to the Statue of Unity, and capture moments that symbolise how long-term investing can take you places.
But the celebrations don’t stop there. The mutual fund self-regulatory body has also anchored itself at the legendary Nehru Trophy Boat Race in Alappuzha, where over 75 snake boats slice through the waters before nearly a lakh spectators. The message? Just like the rowers’ endurance and rhythm, consistent investing builds momentum towards long-term goals.
Peter England
The apparel brand has launched a new Onam campaign aimed at Kerala’s Gen Z consumers, featuring traditional festive elements fused with the contemporary culture of today’s youth. The brand has roped in homegrown rapper Imbachi to headline the campaign with a specially created anthem.
The track combines the rhythm of Kerala’s ‘chenda melam’ with the beats of hip hop, offering a fresh sound that reflects the cultural roots of Kerala.
The campaign also sets the tone for Peter England’s long-term retail strategy, leveraging pop culture, music and Gen-Z influencers to strengthen engagement with India’s new-age consumers.
Sujata Appliances
Sujata Appliances’ Onam campaign shines a light on an old-age home, conveying that the festival’s spirit extends beyond biological family ties. The film follows an elderly woman abandoned by her own family who, instead of celebrating alone, brings together residents of the home and children from an orphanage. By preparing a traditional sadya and sharing it with them, she transforms what could have been a solitary occasion into one filled with joy and warmth. The campaign delivers a clear message: Onam is not only about kinship by blood, but about spreading love, embracing others, and forging new bonds of togetherness.
South Indian Bank
The bank has unveiled its Onam campaign film, written and produced by Aiswarya Suresh and directed by Brijith BKV of First Picture Show Co. Captured in a PoV format, the story follows a family reunion for Onam, bringing to the fore the campaign’s central theme: the best returns come from investing in relationships.
The film opens with a young Malayali woman returning home after years away, surprising her family just in time for the festival. She quickly becomes the heart of the celebration: from decorating a floral rangoli to dressing in traditional Thalappoli attire and joining the grand Onam feast. Subtly interwoven is the role of South Indian Bank’s mobile app, emphasising the brand’s message that while technology enables convenience, true wealth lies in the bonds that bring people together.
Casio Watches India
Casio Watches India’s Onam campaign depicts the warmth of new beginnings within families. In the film, a mother-in-law welcomes her daughter-in-law on her first Onam, gifting her a Casio LTP-SN5YSR-5A watch to mark the occasion. What may appear to be a simple gesture carries a deeper meaning, symbolising acceptance into a new family and creating a sense of belonging. In a touching moment, the mother-in-law gently remarks that it is her “daughter’s first Onam,” not her daughter-in-law’s, making her feel truly at home. The campaign also showcases a model designed specifically in India for Indian consumers, underlining Casio’s effort to create products that are culturally relevant to its audience.
Shriram Finance
The brand’s Onam campaign draws on Kerala’s association with gold, not merely as a symbol of wealth, but as a treasure chest of memories, traditions, and aspirations. Built around the thought ‘May your Onam be of Gold’, the film extends the metaphor to our loved ones, portraying them as life’s true riches. Familiar faces from Malayalam cinema and television bring a sense of warmth and relatability, while Vineeth Sreenivasan’s soulful composition lifts the narrative with melody and emotion, wrapping the story in festive spirit.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
