Blending tradition and modern expression, the brand launches a vibrant musical ode to Onam.
Peter England is ushering in the Onam season with a fresh, youth-centric campaign that merges cultural pride with contemporary creativity. In collaboration with Kerala’s homegrown hip-hop talent The Imbachi, the brand has unveiled a special Onam anthem that brings together the worlds of music and fashion, striking a powerful chord with Gen Z audiences.
Performed and composed by The Imbachi, the anthem fuses the traditional beats of Kerala’s chendamelam with modern hip-hop rhythms, creating a festive track that feels both rooted and refreshingly new. This initiative goes beyond typical brand campaigns-it’s a cultural celebration that encourages Kerala’s youth to express their identity through fashion and music.
Anil S Kumar, Chief Business Officer, Peter England, said:
“Today’s Gen Z wants authenticity. They want to co-create, not just consume. With our latest Onam drop featuring The Imbachi, we’ve stepped away from scripted storytelling and focused on giving young Keralites a canvas for expression. Imbachi’s original track carries the energy of Onam, and our garments simply add visual flair. This is just the beginning of Peter England’s journey into creating meaningful, Gen Z-led content.”
The Imbachi shared:
“Onam is more than a celebration-it’s a vibe, a rush of memories. Collaborating with Peter England gave me the freedom to blend tradition with today’s beats. As kids, new Onam outfits were everything. This campaign taps into that nostalgia while pushing the style quotient. ‘Ee Onam, Scene Onam’ perfectly sums up the mood!”
Puneet Kapoor, CCO, Ogilvy Bangalore, added:
“We wanted to create something Kerala’s youth could truly own. By blending Peter England’s fashion language with Imbachi’s local voice, this anthem feels like a true cultural moment, not just a marketing message.”
This campaign signals Peter England’s shift from traditional advertising to collaborative cultural storytelling, cementing its commitment to engaging youth in Kerala- and across India- with relevance, creativity, and authenticity.
