In a MediaBrief exclusive, Deepti Karthik, Founder of Decision Pinnacle, and Sridhar Balakrishnan, Group CEO of Duroflex, speak about how their brands are gearing up for Onam.
The speak about the unique opportunities provided by Onam and outline how brands can use Onam’s cultural elements to craft compelling marketing messages.
They also highlight the advertising strategies and trends for Onam this season, talk about consumer behavior during the festival, and share advice for brands looking to maximize their impact during Onam 2024.
Opportunities presented by Onam
Outling the unique opportunities that Onam presents for brands to boost visibility and engagement, Deepti Karthik, Founder of Decision Pinnacle, says, “Onam is the single most important festival of Kerala and is the marker of the economy, giving an indication of how the festive season will pan out. Up to 20% of the entire annual consumption happens during Onam in Kerala, and it’s the biggest buying and gifting occasion in mobiles, electronics, automobiles, furniture, and other high-value purchases.”
“Onam is much bigger than Diwali in the state of Kerala and sees an influx of new launches in the category,” adds Karthik.
According to Sridhar Balakrishnan, Group CEO of Duroflex, Onam offers brands a unique opportunity to boost visibility and engagement by tapping into the festive spirit and cultural significance of the celebration.
“By aligning with themes of prosperity, tradition, and family, brands can create emotional connections through storytelling, festive campaigns, and community involvement. Leveraging digital platforms and influencer collaborations further amplifies reach, while promoting products and offers tailored to Onam positions brands as the go-to choice for consumers during the festivities,” shares Balakrishnan.
How brands can leverage Onam
Revealing how brands can use Onam’s cultural elements to craft compelling marketing messages, Karthik says, “Onam campaigns have some classical elements—Maveli (the pot-bellied king who visits the kingdom once a year), Snake Boat Race, Onasadya (the big feast), Pookalam (the flower rangoli), and families dressed in Pattu (white and gold Kerala cotton ethnic wear mundu and pattu saree/pattu pavadai).
“However,” she says, “these are standard elements. What brings authenticity is nuance. For example, the day before Onam is a day of cleaning and shopping and is a day of hustling—popularly called ‘Uthradathinde tathdrama’ (this can be used by Swiggy/Zepto today). After the sumptuous meal, everyone takes a nap (this was used by Duroflex in the latest Onam campaign).
“It is a nuance like this,” shares Karthik, “that makes the festive campaign authentic instead of tokenism by using the standard elements.”
Balakrishnan explains that “brands can harness the cultural richness of Onam to craft compelling marketing messages by integrating Onam traditional elements and themes of unity and prosperity into their campaigns. Creating visually appealing Onam-themed videos can vividly capture the festive atmosphere, while digital marketing campaigns, including social media promotions and influencer partnerships, can drive engagement and brand awareness.”
“By aligning branding and design,” he adds, “with Onam’s vibrant aesthetics and using symbols like pookalam, brands can create a memorable, culturally resonant identity that captivates and connects with their audience during the festive season.”
Advertising strategies and trends for Onam 2024
Commenting on the advertising strategies and trends for Onam this season, Balakrishnan thinks that over the years, advertisers have become more sensitized to the cultural and regional nuances of the festival.
“We see a lot more work being done with not only regional actors but also other artists like writers, lyricists, musicians, and directors. Owing to this, the messaging is a lot more authentic and personalized to the audience. The use of regional digital creators and influencers has also surged since the pandemic,” adds Balakrishnan.
Also read about other Onam initiatives by Eastern and Duroflex
For Karthik, Onam is about the spirit of Kerala, the state that boasts of unity across religions, and that Onam unites Keralites and celebrates nature’s bounties.
“Onam was traditionally always when the best offers and discounts were reserved by sellers. In spite of monthly sales by marketplaces, Onam, especially in offline stores, has the best discounts and new launches, especially for high-value items. Onam marketing spends sees a 100% month-on-month growth by brands,” comments Karthik.
Further, she reveals that “Onam is yet to go back to the pre-pandemic level on TV and print, while digital has shown steady growth over the course of the last three years. Influencer marketing using key Malayalee celebrities also sees an uptick across categories.”
Consumer behaviour during Onam
Balakrishnan notes that consumer spending behavior during Onam has evolved. “We see a shift towards online channels post-pandemic,” he shares. According to him, “This is fueled by access to a larger collection and variety.”
Karthik says that Onam is an indication of the nation’s economy, and therefore, over the years, the festival has seen rationalization, especially in FMCG.
“As a category, FMCG is a segment that is witnessing a slowdown, and Onam is not expected to change this in spite of being a huge consumption occasion. Onam might have been the festival of 30 dishes; however, the modern family is not going all out to prepare the big feast and is happy to look at a leaner version of the same,” she shares.
Onam marketing versus festive season marketing
Karthik says, “Onam is a festival of grandeur and is celebrated across all religions and is a regional festival cuing new beginnings and harbinger of good times. Kerala being a highly literate state sees rampant usage of print between the two dailies of Malayala Manorama and Mathrubhumi. TV spends are high because Onam signifies the launch of movies going from theatres to the small screen- both OTT and On Air channels have Onam releases on popular channels like Asianet, Surya, Mazhavil Manorama and Flowers TV.”
She adds, “OOH has an evergreen presence in Kerala. Onam sees a heightened additional arches around market areas and high traffic markets. The arches are sponsored by brands and give the city a festive look overall.”
Balakrishnan notes that “Onam is a cultural festival and celebrated by everyone equally, it’s a celebration of unity and togetherness. So the messaging is a lot more about spending time with and taking care of the loved ones, unlike the other festivals that are celebrated for very specific reasons and the messaging has to be centered around that reason e.g., Dussehra celebrates the victory of good over evil.
“Our campaign for Onam also revolves around this same emotion. The state is home to a lot of empty nesters, and it sees an influx of young adults during the festival of Onam. It urges those who live away from home for various reasons to leave behind a thoughtful gift that would take care of their loved ones even after they are gone,” he adds.
When it comes to mediums he shares that, “digital has seen an uptake recently. Print retains its importance as Kerala still remains to be the state with one of the highest physical newspaper readerships.”
Key takeaways for brands to maximize impact during Onam
Sharing advice for the key takeaways for brands looking to maximize their impact during Onam this year, Balakrishnan explains that it’s crucial to integrate Onam-themed content that resonates with the festival’s spirit.
Balakrishnan advises, “Leverage engaging videos, digital marketing campaigns, and social media to create festive buzz. Ensure your branding and design reflect Onam’s traditional aesthetics, and consider offering special promotions or prizes, such as gold coins, to captivate your audience.”
“By aligning your marketing strategies with the cultural and celebratory essence of Onam, you can enhance your brand’s visibility and connect more deeply with your target audience,” adds Balakrishnan.
“Brands can meaningfully connect by having an authentic representation of the culture and the festival without any misappropriation of assets,” says Karthik.
She advises brands to, “Create in Malayalam, think in Malayalam, shoot with Malayalees, and have an authentic, relevant slice of life nuance from the festival. For a state that’s just been ravaged by Wayanad, how do you build a campaign that can make them forget everything and be happy? Nothing can break the spirit of Kerala; the Malayalee will celebrate Onam with all the pomp and show, and the brand needs to find its narrative in this spirit.”
“The Malayalee humor, the music, and the vibrancy have a place in popular culture. Onam, however, is about going home, moving forward, new beginnings, and grandeur. Brands must find their true purpose within this world,” concludes Karthik.
