Mathrubhumi has launched its Onam campaign, “Manassil Ennum Maveli” (The Spirit of Maveli Lives On), reimagining what the mythical Maveli era’s values look like when applied to present-day Kerala.
Rather than leaning on familiar Onam visuals like Pulikali or Pookalam, the campaign puts the spotlight on four individuals whose work spans traditional knowledge, environmental conservation, and technology. The lineup includes Padma Shri Meenakshi Amma, a lifelong practitioner and teacher of Kalaripayattu; Padma Shri Kolakil Devaki Amma, recognised for her environmental conservation work; Padma Shri Lakshmikutty, who has dedicated herself to preserving traditional herbal medicine; and the father-daughter duo Devan and Devika Chandrashekhar, who build tech-driven solutions for Kerala’s contemporary problems.
Each of their stories is tied back to the ideals traditionally linked with Maveli Nadu – passing down knowledge, protecting natural ecosystems, keeping traditional crafts alive, and using innovation to solve real, present-day challenges.
Conceptualised by agency Maitri, the campaign runs across film, print, radio, and digital. The films centre on each individual and their work, while the print and radio pieces build out the campaign’s broader narrative.
Mathrubhumi MD M.V. Shreyams Kumar said the paper’s role goes beyond simply reporting on the world, extending to spotlighting the people quietly shaping it through knowledge and craft. Maitri MD Raju Menon added that the goal was to step away from Onam’s usual visual clichés while staying true to what the festival represents.
By centering real people over ritual imagery, the campaign frames Onam as something lived and evolving, not just performed.
