Regional dailies leave no stone unturned when it comes to cashing in on the popularity of religious events or festivals. Malayala Manorama, Kerala’s No 1 daily, has set out on an aggressive brand-building spree by observing the forthcoming ‘Onam’ festival. “Since the last seven days, we have been marketing innovatively through below-the-line activities while reaching out to the advertising agencies with a wake up call for the season of Onam,” said Pankaj Beliwariar, Regional Manager-North, Malayala Manorama Group.
Whirlpool, LG and Samsung are there among the band of sponsors who will form the brand team for Onam. “Apart from other run-of-the-mill marketing initiatives, we are inviting brand managers or owners to come down to Kerala. Also, we have offered a contest wherein the winners – 25 couples would enjoy a week’s stay anywhere in Kerala,” elaborated Beliwariar.
Over the years, Malayala Manorama has been making extensive efforts to promote Onam through its advertisement campaigns as well as below-the-line activities. “We have been associated with Onam for the last five to six years. We are versatile in our approach and keep reviewing our marketing strategy. I am proud to say that the growth of revenue is nearly 100 per cent during the Onam festival,” added Beliwariar.
Malayala Manorama has a circulation of 12.96 lacs in Kerala. There are nine editions in Kerala and three outside – Mumbai, Bangalore and Chennai. Malayala Manorama group claims to generate advertising revenues worth Rs 200 crore every year. The total ad-spend for the group, including below the line activities, is Rs 10 crore.
Onam is celebrated to welcome Mahabali, the legendary king of Kerala, who had ruled the state once upon a time. This year, the legend of Onam is being narrated through centuries old art form, ‘Kathakali’. The 10-day event would be celebrated from August 17 to 28.