Integrated campaigns, premium inventory demand and resilient advertiser sentiment are shaping Kerala's festive media market despite macroeconomic uncertainty
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Onam 2026 Marketing Insights
The Onam festival in 2026 is projected to see significant marketing investments across various media channels, with TV expected to dominate. Digital, out-of-home (OOH), and creator partnerships are emerging as key strategies for marketers looking to capitalize on the festive season.
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TV Dominance in Onam Marketing
Onam 2026: TV to take lion's share, print and radio report strong momentum
Key Insights
5 Insights
TV Dominance in Onam Marketing
Television is expected to capture the largest share of advertising spend during the Onam festival in 2026.
Rise of Digital Marketing
Digital platforms are becoming increasingly important for marketers during festive seasons, with a focus on targeted campaigns.
OOH Advertising Growth
Out-of-home advertising is gaining traction as marketers seek to engage consumers in high-traffic areas during Onam.
Creator Collaborations
Brands are leveraging partnerships with creators to enhance their festive marketing efforts and reach younger audiences.
Economic Impact of Onam
The Onam festival is projected to generate significant economic activity, with ₹25,000 crore flowing through Kerala in just 15 days.
Frequently Asked Questions
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Television is expected to take the lion's share, while digital and OOH are also significant.
Marketers are focusing on digital, OOH, and creator partnerships to maximize their reach.
Onam is projected to generate ₹25,000 crore in economic activity in Kerala over 15 days.
Digital marketing allows for targeted campaigns that engage consumers effectively during the festive season.
Creators are being used to enhance brand visibility and connect with younger audiences during the festival.
Latest Articles in This Topic
4 Articles
Onam 2026: TV to take lion's share, print and radio report strong momentum
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 see significant marketing investments across various media channels, with TV expected to dominate. Digital, out-of-home (OOH), and creator partnerships are emerging as key strategies for marketers looking to capitalize on the festive season.
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