Big brands down south welcome Onam with inimitable campaigns

Malayala Manorama and Mathrubhumi have rolled out a viral music video and an on-ground roadshow, respectively, to make a significant start to the festive season

e4m by Akshata R Murthy
Updated: Aug 18, 2017 7:52 AM

The festive season of Onam starts on Friday with many big media players beginning to roll out new campaigns and marketing activities. On this day, celebrated by the name of Chingam, Malayala Manorama and Mathrubhumi, two major media giants in Kerala made a significant start with a music video and a roadshow, respectively.


Malayala Manorama’s video song, produced and promoted by all verticals of the Malayala Manorama group, is directed by M Jayachandran and sung by 12-year-old Shreya Jayadeep with lyrics by Rafeeq Ahmed. The song celebrates the Malayalam language and the rich heritage and traditions of Kerala.


“This song is an in-house production of the Malayala Manorama group. We have all got it as our ringtone on our phones. It has gone viral after it was out. The song is simply feel good music depicting good time of Malayalis,” said Varghese Chandy, Vice President – Marketing, Malayala Manorama. 


Club FM 94.3, a part of another big media player in Kerala, Mathrubhumi, has laid out an on-ground action initiative, the “Bhagyavan” roadshow which is carried out across Kerala every year during Onam festivities. This is a joint initiative of Club FM and Kerala Road Safety Authority who are planning to cover 100 locations in Kerala over 14 days. Flagged off by celebrated actress Muthu Mani, the event was supported by several big brands such as Duroflex Mattresses, Maruti Suzuki Alto 8, Amruthanjan roll on, motor vehicle department, Kerala Road Safety Authority and Godrej Home Appliances.


Speaking about the roadshow, K Madhu, DGM – Media Solutions, Club FM said, “Season 6 of the Bhagyavan roadshow has been exceptionally good in terms of national brands that have been associated with us for the activity. Onam is the biggest season for Kerala and Q2 fiscal is critical for all kinds of business and national brands vying with each other to achieve their festive targets in Kerala through multi-platform innovative campaigns.”


“With Bhagyavan activity in its sixth season, it has become one of the most popular roadshows in Kerala. Every year, thousands of Malayalis participate in the on-ground and digital game and win several gifts. Over the years, we have seen an exceptional rise in the number of brands associating with us and we always try to give them maximum leverage to associate with consumers. The festival of Onam leads to the entire state being transformed into a bustling marketplace, a high spirited outflow of energy and excitement perceived as an enthusiastic celebration of joy and togetherness by millions,” said Jagdeep Murali, Sr Manager – Radio Solutions ( Club FM  94.3 / 104.8 @ Thrissur) speaking about the on-ground activity. 


Varghese elaborated on the festive season saying, “This window between Chingam (beginning of Onam) and Onam which is on September 4th is extremely important for Malayalis. It marks the end of monsoon and the beginning of the harvest season.” 

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