For brands, Onam is much more than another festival on the calendar. It is one of Kerala’s biggest retail opportunities, where tradition, family celebrations an...
Industry Trend
Onam 2026 Advertising Trends
The Onam festival in 2026 is projected to significantly influence advertising expenditures across various media, with TV expected to dominate. Marketers are increasingly focusing on digital, out-of-home (OOH), and creator partnerships to maximize their reach during this key retail period in Kerala.
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TV Dominance in AdEx
Onam remains Kerala’s biggest retail opportunity for brands
Key Insights
5 Insights
TV Dominance in AdEx
Television is expected to capture the largest share of advertising expenditure during Onam 2026, reflecting its continued influence in the market.
Rise of Digital and OOH
Marketers are increasingly investing in digital and out-of-home advertising as key strategies for reaching consumers during the festive season.
Creator Partnerships
Collaboration with creators is emerging as a vital tactic for brands aiming to engage younger audiences during Onam.
Strong Retail Momentum
Onam continues to be a significant retail opportunity, with substantial financial flows reported during the festival period.
Understanding Onam's Impact
Marketers are advised to deepen their understanding of Onam's cultural significance to enhance their advertising strategies.
Frequently Asked Questions
5 Q&A
TV is projected to take the lion's share, with significant investments also in digital and OOH.
Onam represents a major retail opportunity, driving substantial consumer spending in Kerala.
Brands are focusing on digital, OOH, and creator partnerships to effectively reach their target audiences.
There is a notable shift towards digital advertising and collaborations with creators to engage consumers.
Varghese Chandy is a key figure discussing the financial flows during the Onam festival.
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Onam remains Kerala’s biggest retail opportunity for brands
Onam 2026: TV to take lion's share of AdEx, print and radio report strong momentum
Integrated campaigns, premium inventory demand and resilient advertiser sentiment are shaping Kerala's festive media market despite macroeconomic uncertainty
Why every marketer should understand Onam
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, explains how Kerala becomes India’s first big festive marketplace with the arrival of On...
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
₹25,000 cr flows through Kerala in just 15 days of Onam: Varghese Chandy
As Kerala's festive economy accelerates, retail sales are expected to rise 30-40% on the back of premium inventory and tighter discounting, says Chandy, VP, Mar...
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AI-assisted summary, reviewed by our newsroom
The Onam festival in 2026 is projected to significantly influence advertising expenditures across various media, with TV expected to dominate. Marketers are increasingly focusing on digital, out-of-home (OOH), and creator partnerships to maximize their reach during this key retail period in Kerala.
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