As Onam ad spends surge to new highs, industry leaders decode the trends shaping Kerala’s festive market. But how are brands translating this momentum into campaigns?
Onam has always been more than just a festival in Kerala. It’s a celebration of prosperity and community - a time when families reunite, households spend generously, and brands line up to capture consumer attention. The trend has only intensified this year. After growing by 10–15% in 2024 over 2023’s ₹1,000 crore benchmark, Onam advertising spends in 2025 have jumped another 15–20%, continuing the momentum.
The rise isn’t accidental. As Ramsai Panchapakesan, President, Investments & Partnerships, Havas Media India, explains, “Onam is Kerala’s biggest advertising season, contributing nearly 20 to 24% of annual ad revenues for Malayalam GECs. This year, the total commercial sales value during Onam is estimated at Rs 12,000 to 13,500 crore, while advertising spends are expected to reach Rs 1,100 to 1,400 crore.”
Panchapakesan also highlights the homecoming of Malayali families from the Gulf and abroad as a key growth driver. With remittance inflows fueling the market, spending extends beyond festive consumption into weddings, real estate, vehicles, lifestyle upgrades, and especially gold. Jewellery brands, in particular, see Onam as a peak advertising season, leveraging Kerala’s position as India’s top per capita gold consumer. “With an estimated 200 to 225 tonnes annually, South India accounts for 40% of India’s gold jewellery consumption, with Kerala as the top contributor,” notes Ramsai. This category alone commands a significant share of festive ad spends, reinforcing Onam’s role as a high-stakes marketing moment.
If Onam is the occasion, ROI is the outcome every brand keeps chasing. From appliances and packaged food to automobiles and tourism, the festive calendar has become a revenue engine. Electronics and appliance retailers alone are driving Rs 4,000 to 5,000+ crore in sales, packaged foods another Rs 1,500–2,000 crore. Automobiles, particularly two-wheelers and SUVs, are clocking in Rs 1,200–1,500 crore, while banks and NBFCs are fuelling demand through festive loans and gold finance. Even Kerala Tourism is leveraging the season, amplifying cultural experiences through global campaigns worth another Rs 800–1,000 crore.
Adding perspective, Aruni Panda, Sr. Vice President – Digital, Carat India, observes, “Advertisers seem eager to capitalize on rising expenditures due to vigorous remittances from the Gulf along with the strong monsoon and festive government allowances.” Categories driving growth remain jewellery, FMCG, textiles, automobiles, and consumer durables. But what stands out is digital’s growing muscle, with 40–45% of Onam advertising now flowing into social media, YouTube, regional OTT platforms, e-commerce, and influencers. Panda explains, “Increased retail sales, footfall in stores, and revenue from festive bargains remain the core measures of campaign ROI. But brands are also relying on digital metrics like web visits, in-store conversions, ROAS, and CPS to measure real impact.”
For Achyuta Nand Chand, Co-Founder, Mashrise, this shift reflects how brands are balancing regional relevance with modern measurability. “We have seen advertisers increasingly design campaigns that blend emotional storytelling with sharper retail tie-ins and multi-channel visibility. Media spends remain rooted in TV and print, but digital and influencer campaigns have taken a bigger slice this year, showing how brands are balancing mass reach with measurable precision.” The result: improved ROI year on year, with stronger recall and higher sales lifts.
Another notable trend this year is the growing participation of national players in the Onam advertising mix. Sectors such as FMCG, telecom, BFSI, and e-commerce are treating Onam as more than a regional opportunity, launching integrated campaigns aimed at both Kerala and the Malayali diaspora across India. No longer confined to local consumption dynamics, Onam has thus become a national festive kick-off with a calibrated investment strategy.
This theme resonates with Neha Bajaj, Founder & Managing Director, Scroll Mantra Pvt. Ltd. “Onam 2025 has cemented its place as the true opener of India’s festive advertising calendar. What was once a Kerala-centric celebration has now become pan-India and global, driven by the strength of the Malayali diaspora across metros like Bengaluru, Mumbai, and Delhi, as well as the Gulf markets.” For Bajaj, the rise in spends is being fuelled by three forces: buoyant consumer sentiment, regional storytelling that deepens emotional connect, and intense competition across categories. While traditional media continues to hold sway, she emphasises that digital’s rapid growth has reshaped campaign strategies. Regional OTTs, YouTube, and influencer-led activations are no longer add-ons but central to Onam media plans.
This festive season has seen marketers raise the bar with campaigns rooted in consumer insight and cultural relevance. Among the standout Onam campaigns of 2025 are:
- Tata Motors: ‘Kerala Comes Together with Tata Motors’ – A culturally rooted film set to Avial’s 'Nada Nada,' paired with benefits up to ₹2,00,000, flexible finance schemes, and localised messaging.
- Peter England: 'Ee Onam, Scene Onam' – A youth-focused collaboration with rapper The Imbachi, blending hip-hop with Kerala traditions.
- Parle-G: ‘Jo auron ki khushi mein paye apni khushi’ – A family’s return after 16 years, rediscovering Onam traditions, reinforcing intergenerational joy.
- LunchBox: Mini Onam Sadhya + Pronunciation Challenge – A digitally interactive campaign with QR-led cultural games and giveaways.
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- JBL India: ‘Sound of Celebrations’ – A music-led, pan-India rollout featuring Onam’s chenda beats with in-store and metro activations.
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Onam 2025 reinforces how regional festivals have evolved into high-stakes platforms in India’s media calendar. Beyond cultural relevance, they are now treated as scalable opportunities for measurable ROI and sharper consumer targeting. The uptick in spends this year signals a broader trend: regional festivals are no longer just local moments — they are structured growth engines shaping long-term brand strategies.
