Aashirvaad Atta has reimagined the traditional depiction of Maveli, the iconic king associated with Onam, as a ‘Fit Maveli’ in its latest digital campaign. The film uses the character’s familiar pot-bellied image to introduce a conversation around everyday eating habits and exercise while retaining the role of food and festivities in Onam celebrations.
Traditionally portrayed as a plump and jovial king, Maveli, also known as Mahabali, is a central figure in Onam celebrations across Kerala. Aashirvaad’s campaign plays on this familiar image by bringing back a fitter version of the character, who reminds children about maintaining a routine of balanced eating and exercise.
The film takes a non-prescriptive approach to the subject of festive eating. Instead of asking consumers to avoid traditional foods, it uses humour to suggest that healthier everyday habits can coexist with indulgence during festivals, including the traditional Onam Sadhya.
Commenting on the campaign, Anuj Rustagi, Chief Executive, Staples Business Unit, Foods Division, ITC Ltd., said, “Onam is deeply rooted in Kerala’s culture with Maveli among its most loved symbols. By depicting a fit Maveli, we wanted to give this familiar character a playful contemporary twist. Atta and chapati have become part of increasing number of Kerala households, reflecting the evolving everyday food choices. Through this film, Aashirvaad builds on this conversation in a joyful rather than a prescriptive way. The message is simple - healthy everyday habits - nutritious, balanced meals and regular exercise, go hand in hand with celebrating Onam with its cherished Sadhya and traditions that make it so special.”
The campaign also draws attention to changing food habits in Kerala, where atta and chapati are increasingly being consumed alongside rice. Aashirvaad positions this shift within the broader conversation around building more varied and balanced everyday meals.
Nutrition expert Sweety Gopi, Apollo Adlux Hospital, Kochi, said, “Rice has long been a staple in Kerala households, and today, consumers are increasingly exploring ways to bring greater variety to their everyday meals. Including whole wheat chapati alongside other staples can be a simple way to introduce dietary fibre and other nutrients into the diet. Pairing it with vegetables, pulses, curd and other lean protein-rich. foods can further contribute to a wholesome and satisfying meal. Alongside food choices, regular physical activity, adequate hydration and mindful portions play an important role in supporting overall health. These are practical, everyday habits that can be followed while continuing to enjoy the traditional foods and festive indulgences that are an integral part of Kerala’s food culture.”
The campaign uses the ‘Fit Maveli’ character to connect Aashirvaad’s atta proposition with Kerala’s changing everyday food choices, while keeping the focus on the cultural traditions and festive foods associated with Onam.
