Reliance Trends has unveiled its latest Onam campaign, spotlighting a fresh take on festive fashion through a vibrant film featuring actor Preity Mukundhan, dancer and digital creator Sarangi Shyam, and DJ Attakkari. Conceptualised by PlusOne Design, the campaign blends tradition with contemporary self-expression, capturing how younger audiences are redefining festive celebrations.
The campaign showcases Reliance Trends’ festive collection, bringing together ethnic wear, Indo-western ensembles, coordinated separates, dresses and festive essentials from its in-house labels. It also highlights the Trends x Aarke Ritu Kumar collaboration, offering consumers a mix of classic and modern styles designed for the festive season.
The film uses fashion, music and dance to portray the evolving spirit of Onam, reflecting the growing preference for individuality in festive dressing while staying connected to cultural roots.
Speaking about the campaign, Minal Srivastava, Vice President, Fashion and Lifestyle, Reliance Trends, said the brand aims to provide festive fashion that caters to every customer’s unique style. She added that the Onam collection combines timeless ethnic silhouettes with contemporary designs and collaborations, allowing consumers to celebrate traditions in a personal and meaningful way.
Shitu Patil, Co-founder and Creative Head at PlusOne Design, said the campaign was inspired by the way younger generations express themselves through fashion, music and culture. Rather than relying on conventional festive imagery, the creative approach celebrates authenticity while preserving the essence of Onam.
The campaign also stands out for being produced with a predominantly women-led crew. It is now live across digital platforms and Reliance Trends’ social media channels as part of the brand’s festive outreach.
