Mathrubhumi has launched a two-part campaign ahead of the Onam festive season, set to run across the media group’s print, television, radio and digital platforms.
The first, titled ‘Legends of Onam’, draws on figures associated with the festival, including King Mahabali, Onapottan and Kummatti, using illustrations inspired by traditional Kerala mural art. The second, ‘Unspoken Onam Ritual’, focuses on everyday habits tied to the festival and highlights the role different media formats play during the celebrations. Together, the two campaigns are designed to showcase Mathrubhumi’s media platforms during the festive period.
M V Shreyams Kumar, managing director, Mathrubhumi Group, said Onam celebrates Kerala’s identity, traditions and the emotional bonds that bring generations together, and that the campaign reflects both the festival’s timeless legends and rituals, as well as Mathrubhumi’s own role in the lives of Malayalis over the years. He added that across print, television, radio and digital, the group’s strength lies in connecting brands with audiences in culturally relevant ways, positioning this integrated campaign as a demonstration of how a trusted media ecosystem can help brands build deeper connections during one of Kerala’s biggest consumer moments.
Miriam Paul, ACD, Maitri Advertising, said Onam is Kerala’s most cluttered advertising season, and that rather than compete purely for attention, the campaign was built to highlight the value of association with a legacy media brand offering cultural relevance built over generations.
The campaign will run across Mathrubhumi’s network and national trade media through the Onam season.
