The Pan-India Playbook: Why national brands are joining the Onam sadya

With a good monsoon, higher remittances, festive allowances, and a general lift in retail demand, Kerala’s markets are witnessing a surge in brand activity this Onam. Industry watchers point towards a wave of positive consumer sentiment.

“We are witnessing positive consumer sentiments with a 20-30% lift in retail consumption, fuelled by a 15-20% increase in media investment. Kerala has become a priority for marketers, and with Onam being a big consumption occasion, we are witnessing bigger and more integrated campaigns this year,” Sujata Singh, President South, Havas Media India, notes.

Increasingly, advertisers are also treating Onam as a pan-India festive window. No longer viewed as a state-specific celebration, the festival is now a national and even global advertising opportunity, thanks to the widespread Malayali diaspora across metros like Bengaluru, Mumbai, Chennai, and particularly the Gulf. While Kerala remains the epicenter of festive media spends, many brands are now strategically targeting Malayalees outside the state through regionally curated digital content and selective media buys in high-density pockets.

Onam campaigns go hyperlocal and creative

Brands this year are going hyper-local, rooting campaigns in Kerala’s cultural traditions while also experimenting with fresh creative ideas. Be it the witty Kerala Tourism Mona Lisa makeover, which instantly struck a chord on social media and drew global attention, or Parle-G’s nostalgia-filled family bond campaign, or even ITC Mangaldeep’s ritual-led connect rooted in tradition—brands are leaving no stone unturned to deepen their festive storytelling.

MG Motor has invited customers for a festive Sadya at its dealerships while creating a record-breaking carkalam (a floral rangoli made with cars), seamlessly blending cultural symbolism with brand-led experiences.

Udit Malhotra, Head of Marketing, MG Motor India, said, “We are inviting customers and their families to celebrate with us, from having Onam Sadya together to creating a record-breaking ‘carkalam’ inspired by the traditional pookalam. It’s about creating a homely festive atmosphere that strengthens cultural connect while boosting sales.”

For ITC’s Mangaldeep, Onam has long been a cultural anchor. The brand has rolled out a multi-pronged festive plan, competitions, sampling initiatives, and activations across both print and digital. 

Gaurav Tayal, Divisional CEO of Matches & Agarbatti Division at ITC, added, “We celebrate Onam in a very large way, and thereby create a strong regional connect with Kerala. Our activations range from print to magazines, to sampling through Vanitha and Grihalakshmi, to customised TV content.”

Beyond auto, fintech players are also joining the festive conversation. Paytm, for instance, launched a campaign urging families to begin their digital gold journey this Onam. Paytm’s offer allows consumers to buy 24K digital gold instantly starting at just ₹51—a modern twist on one of Kerala’s most deeply rooted festive traditions. 

Expectations & sector outlook

For Acer India, Kerala is among its top two markets. Sooraj Balakrishnan, Associate Director & Head of Marketing, Acer India, shared, “We are aiming for at least a 20-25% increment over last year. Onam is very big for us—we are present across all mediums, from print and TV to OOH, radio, and digital. Our campaigns are backed by strong offers like extended warranties, cashback, and exchange deals. Marketing spends are up this year as we want to maintain momentum and build on our strong legacy in Kerala.”

Adding to this, Gaurav Tayal, Divisional CEO of Matches & Agarbatti Division at ITC, said, “This year, spends are higher than last year—because we are in a fast growth phase, and interventions where we get strong engagement see even more investment. The sentiment in Kerala is very positive, people are excited to celebrate and spend, and that reflects in our category as well.”

While jewellery, textiles, and retail continue to dominate festive spends, national players are ramping up sharply in Kerala. According to Devika M S, “There’s clear growth in interest from national brands, particularly in sectors like FMCG, telecom, BFSI, and e-commerce. These players are creating region-first campaigns, often in Malayalam, to connect authentically with Kerala audiences. That said, local advertisers, especially in jewellery, textiles, consumer durables, and auto, continue to be the dominant force, given their deep-rooted presence and competitive positioning in the festive market.”

Singh added that regional/local advertisers still command about 60-65% of spends, but national brands have scaled Kerala-specific work, particularly in auto, durables, and e-commerce. “Categories like Jewellery, Retail (multi-brand & local), and FMCG will be key to driving spends. We will also see increased investments from Auto, Real Estate, BFSI (loans), E-commerce, and Electronics. Digital across Social/OTT/Influencers is likely to contribute 40-45% of media investments. Regional TV will account for another 30-35%, led by GEC & News, and Print will continue to punch above its weight in Kerala at 10-15%. We expect a 10-15% increase in print costs, led by high demand and better yield from premium placements.”

She further said, “High-demand impact properties (e.g., Bigg Boss, reality/comedy specials, blockbuster premieres) are driving premium pricing and integration-led buys; networks report 15-20% spend growth vs. last year. We will also see greater utilisation of regional OTT with limited impact on CPMs; however, influencer/content integration costs are expected to rise by 15%.”

This reflects the heightened intensity of this year’s festive advertising. To put this year’s momentum in perspective, it helps to look at last year’s performance. TAM Media Research’s AdEx data, which tracked advertising across TV, print, radio, and digital during Onam 2023 and 2024, showed that while print (+20%) and radio (+27%) recorded strong gains, television (-5%) and digital (-40%) registered relative declines in measured activity.

The AdEx report also highlighted the top advertisers by medium. On television, Hindustan Unilever and Reckitt Benckiser held the largest shares across both years, while Godrej Consumer Products remained consistent in the top three. In print, 2024 saw Honda Motorcycle & Scooter India, Hero MotoCorp, and Maruti Suzuki dominate festive campaigns. On radio, LIC of India continued to lead, with auto brands and electronics players stepping up their presence. And in digital, Amazon Online India retained the top spot, with new entries like Reserve Bank of India, Samsung, and Adobe emerging as significant spenders during the season.

After a mixed 2024, when print and radio grew but TV and digital faltered, this year’s playbook looks very different. With buoyant sentiment, higher spends, and campaigns that combine cultural tradition with modern media, brands are investing bigger and wider in Kerala than ever before. Local players remain the backbone of festive advertising, but the surge in national participation, especially on digital, shows how Onam has become a strategic launchpad for brands far beyond the state.