Kerala will celebrate its King of Bouncing Back

By streaming signals of positivity through Onam campaign, ManoramaOnline is welcoming agencies & advertisers to become a part of this epic bounce back and reach their target consumers

e4m by exchange4media Staff
Updated: Aug 5, 2020 2:55 PM

Keralites celebrate Onam every year commemorating the annual return of their benevolent King Mahabali and his golden rule. It is celebrated with high enthusiasm and joy all over the state regardless of religion, caste or creed and ushers in the biggest festive and shopping season in Kerala. Every year, the great Indian shopping season kicks off with Onam in Kerala.
However this year, people all over the world are impacted with the pandemic that kept them to stay indoors. Resulting in a new reality, from work to entertainment, education to social events, a whole bunch of activities shifted online.

People are engaged with the online media in ways we have not seen before. Comscore India Total Internet Engagement figures shows that “Post COVID lock-down there’s a tremendous growth in Time spent online, hitting the all-time highest reach of 1,484 Billion Minutes in May 2020.” The News/Information industry and sectors like Health, Retail-Consumer Electronics, Technology, Education etc. are gaining unprecedented digital traction during COVID times.

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Commenting on Kerala scenario, Boby Paul, Marketing General Manager, ManoramaOnline, says, “Nothing in the web captures Kerala as Manorama Online and being Malayalees’ most favorite and reliable news portal, ManoramaOnline has seen its readership skyrocketed with the outbreak.”

He adds, “After putting up a brave front against COVID’19 outbreak, Kerala is now getting ready to have the festivities of Onam. In this context, for B2B communication we have found a nugget inherent in the landscape of Onam, that our King Mahabali himself bounces back every year to visit his beloved subjects and therefore the spirit of bouncing back is an integral part of our culture. We amplified the same to resonate with the behavior of the state and the economy and by streaming signals of positivity to the fraternity through our new campaign, we are welcoming the agencies and advertisers to become a part of this epic bounce back to reach their target consumers through Manorama online.”

The conceptualization strategy and execution of this campaign was by ‘The Local Network’.

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