Zomato’s Onam campaign reimagines Kerala’s victory cry
The campaign will run on digital and outdoor platforms across Kerala throughout the festive season
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Published: Sep 5, 2025 11:23 AM | 1 min read
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This Onam, Zomato has launched a campaign that reinterprets the well-known Kerala chant "Arpo Irro Irro Irro" as "Arpo Hero Hero Hero".
The campaign's visuals capture the essence of Onam celebrations, showcasing moments where collective spirit defines power. It features Vallamkali (snake boat race) rowers, Vadamvali (tug-of-war) teams, and Chendamelam (drummer) women in action.
Each of these elements is an icon of Kerala's cultural identity—Vallamkali represents the thrill of competition and unity, Chendamelam brings communities together through rhythm, and Vadamvali symbolizes collective grit. By weaving these powerful visuals into the campaign, Zomato grounds "Arpo Hero Hero Hero" in the very sights and sounds that make Onam unforgettable.
Each piece of creative carries a simple but powerful message: “Those who fought as one, won. Those who worked as one, won. Those who stood as one, won.”
Commenting on the campaign, Sahibjeet Singh Sawhney said, “The 'Arpo Hero' campaign is a celebration of the collective hustle that defines our culture. Onam's traditional rituals, from the snake boat race to the tug-of-war, are powerful symbols of teamwork and shared grit.”
The campaign will run on digital and outdoor platforms across Kerala throughout the festive season, as part of Zomato’s broader Fuel Your Hustle repositioning.
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