Onam 2023 campaigns celebrate family values and warmth

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Kerala’s annual harvest festival Onam, which represents the beginning of a new year for Malayali-speaking people across the world, brings a new air of happiness and warmth. Consumers are extra gracious with shopping as they celebrate this colorful festival with flower rangolis, grand processions, folk dances, sadyas and more.
As Southern India comes alive with color, tradition, and the spirit of togetherness, brands seize the opportunity to align their messaging with the festival’s core values. Brands have released campaigns focused on themes such as tradition, unity, abundance, and joy.

For example, TATA Motors’ ad displays a picturesque view of families celebrating the festival with traditional food, and customs — decked in cultural clothes. Joyalukkas’ ad shines light on the role that jewellery plays in Onam celebrations. Federal Bank’s ad portrays how each individual in the family adds something to the traditional Sadya and how Onam brings them together.

Here are a few Onam campaigns that celebrated familial values and Kerala’s rituals:

TATA motors


Oxygen The Digital Expert

Kitchen Treasures

Federal Bank

Malabar Gold and Diamonds

Zee Keralam

Joyalukkas India


Kerala Tourism

Cochin Airport

Malla Reddy Hospitals





Shree Cement

Treebo Hotels


If you feel we have missed out on any of your favourite Onam campaigns of 2023, write to us at content@socialsamosa.com

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