Onam 2026: Digital, OOH and creators emerge as marketers' top festive bets

Brands are allocating 40-70% of festive budgets to digital, while OOH and creator partnerships gain prominence this Onam

by Sandhi Sarun
Published: Aug 3, 2026 9:10 AM | 5 min read

As Onam approaches, brands in India are increasingly focusing their marketing efforts on digital platforms to reach Malayali consumers nationwide, with significant shifts in media spending observed.
FMCG companies like Parle Products are allocating 40-45% of their Onam media budget to digital, while newer brands like Aagrah Fine Jewels are investing up to 70% in digital performance marketing.
Traditional media, particularly television, remains important for heritage brands, but is being integrated with digital strategies, including OTT and Connected TV, to adapt to changing consumer viewing habits.
Despite the overall trend towards increased spending, some brands are cautious due to geopolitical uncertainties, leading to adjustments in their advertising plans, particularly in print media.

What was once considered a regional festive opportunity has become one of India's most closely watched marketing windows. As Onam approaches, brands across sectors are fine-tuning their campaigns to reach not only consumers in Kerala but also Malayali audiences across the country.

The shift is visible in where the money is going too!

Digital is taking the biggest slice

For FMCG giant Parle Products, Onam remains one of the most important festive opportunities of the year. But unlike a decade ago, its media mix now leans heavily towards digital.

Mayank Pravinchandra Shah, CMO, says nearly 40-45% of the company's Onam media spends are allocated to digital, around 30% to television, while print accounts for just about 10%, with the balance going towards outdoor advertising.

According to Shah, the shift is driven by digital's ability to reach Malayali consumers well beyond Kerala. "Print share has gone down because digital connects better. Even though Kerala continues to have a high share of newspaper readers, digital gives us the capability to target Malayalees across India. The mix has changed. TV has gone down too and digital is going up," he added.

A similar digital-first mindset is evident among newer-age brands. Kochi-based D2C jewellery brand Aagrah Fine Jewels has allocated 20-25% of its annual festive marketing budget to Onam this year, increasing investments by nearly 35-40% over last year. Around 70% of that spending is focused on digital performance marketing, followed by influencer collaborations, with minimal investments in television, print or outdoor media. For the company, measurable engagement matters more than mass reach. "Approximately 55% of our digital spend is focused on Meta platforms, while 15% each goes towards YouTube and Google Search & Shopping. Another 10% supports creator collaborations and user-generated content, with the remaining 5% dedicated to retargeting and display campaigns,” CMO Rishabh Ravindran said.

TV isn't disappearing. It's evolving

Despite digital's growing dominance, television continues to play a central role for heritage brands with deep roots in Kerala. At Orkla India-owned Eastern, television remains a key pillar of its Onam campaign, although the company is increasingly treating TV as part of a broader connected content ecosystem spanning OTT and Connected TV.

“Consumers today may be watching content on the same television screen, but increasingly through YouTube and streaming platforms rather than traditional broadcast channels. The company has, therefore, strengthened investments across television and digital while adopting an integrated approach that combines linear TV with OTT, Connected TV and digital video,” said Praveen Ramaswamy Karisangal, Chief Marketing Officer, Eastern Business Unit.

OOH emerges as the festive favourite

If digital is gaining ground online, outdoor advertising is becoming the preferred offline medium for several brands.

Consumer electronics brand Hisense India has virtually skipped television this Onam, instead building its festive strategy around outdoor media, influencers and retail activations. Nearly half of its Onam media budget has been allocated to OOH and Digital OOH across key markets in Kerala and Tamil Nadu, while influencer marketing accounts for another quarter. Radio, retail activations and on-ground engagement make up the remaining spend.

“For Onam 2026, our media mix is primarily focused on high-impact regional engagement rather than television advertising. Approximately 50% of the budget is allocated to Out-of-Home (OOH) advertising to maximize visibility across key markets. Around 25% is being invested in influencer marketing to drive digital engagement and product advocacy, while the remaining 25% is distributed across radio, retail, and on-ground activations, including localized consumer engagement initiatives near retail touchpoints,” said Saket Choudhary, National Marketing Manager, Hisense India.

Within channels, he elaborated, "Our primary investment will be in hyperlocal outdoor advertising and Digital Out-of-Home (DOOH) across high-footfall locations, key shopping districts, and retail catchment areas to maximize festive visibility. Radio, we are focusing on branded content and 360-degree radio integrations, including RJ mentions, on-air contests, live activations, and store-linked engagement to create stronger consumer connect in key markets. Our digital strategy will primarily comprise Meta platforms (Facebook & Instagram) and regional influencer marketing. The focus will be on localized content, product storytelling, festive offers, and driving engagement with consumers close to the point of purchase."

Ethnic wear label Suta is following a similarly focused strategy, albeit with a stronger hyperlocal lens. “For a premium ethnic wear brand like ours, it's one of three anchor festive windows alongside Dussehra and Diwali,” said Co-founder Sujata Biswas.

Co-founder Sujata Biswas revealed. around 15% of its festive marketing budget has been earmarked for Onam, with spends concentrated on digital out-of-home screens in residential communities, creator collaborations and digital storytelling. Television, print and radio do not feature in its festive media plan. “The emphasis is on reaching consumers close to stores rather than investing in broad-reach traditional media,”said Biswas. The brand is also working with South India-based creators and regional community pages to strengthen cultural relevance during the festive season.

But not everyone is spending freely

The festive outlook, however, isn't uniformly optimistic. While most marketers are expanding investments, geopolitical uncertainty continues to influence media planning for some advertisers.

One senior CMO, speaking on condition of anonymity, said the current situation has prompted the company to put parts of its print advertising plan on hold. The comment serves as a reminder that even during India's biggest festive seasons, external macroeconomic and geopolitical developments continue to shape marketing decisions.