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The Association of Mutual Funds in India (AMFI), in partnership with Laqshya Media Group, has launched a first-of-its-kind Onam activation at Cochin International Airport. Running from August 25 to September 5, the 12-day campaign blends Kerala’s festive traditions with experiential engagement to spread awareness on the benefits of disciplined investing.
The centerpiece of the activation is a life-sized replica of Kerala’s legendary snake boat, synonymous with Onam celebrations and the famed Vallam Kali boat races in Alappuzha. Traditionally powered by over a hundred oarsmen rowing in perfect unison, the snake boat is a cultural symbol of teamwork, discipline, and perseverance. AMFI has drawn a direct parallel between these values and the discipline required in systematic, long-term investing.
Conceptualised and executed by Laqshya Media Group, the activation was designed to create a memorable travel experience. A central feature of the celebrations at Cochin International Airport was a life-sized 3D boat, placed against a giant LED backdrop showing a snake boat on animated dreamscapes. Travellers returning home for Onam could step into the installation, which used dynamic 3D animation to showcase locations such as the Statue of Unity, Gateway of India, Eiffel Tower and Statue of Liberty. By choosing a dream destination and capturing photos, passengers engaged with the idea of journeys and aspirations, framed within the festive mood.
From a creative perspective, the installation combined festive design, cultural elements, and immersive technology. Laqshya Media Group approached the airport activation by blending cultural storytelling with experiential techniques, making it stand out during the Onam season. “We wanted to create something more than just an installation, it had to be an experience. By blending Kerala’s cultural symbol with modern digital engagement, we’ve ensured that AMFI’s message travels far beyond Cochin International Airport. This is experiential OOH at its most impactful,” said Atul Shrivastava, Executive Director and CEO, Laqshya Media Group.
Positioned strategically in a high-footfall terminal, the activation is expected to be experienced by over two lakh travelers during the campaign period. Cochin International Airport, a key gateway to Kerala and one of the busiest airports in South India, was chosen to align the campaign with the festive rush of Onam when passenger traffic is at its peak.
Speaking on AMFI’s Onam initiatives, Navneet Munot, Chairman, AMFI, said: “Onam is a celebration of joy, togetherness, and aspirations. By associating with Kerala’s cultural icons like the Snake Boat Races and creating an immersive dream installation at Cochin Airport, we aim to inspire families to think about their life goals and how disciplined mutual fund investing can help them achieve those goals. This initiative is yet another step in taking financial awareness to the heart of Bharat in a way that is culturally resonant and emotionally engaging.”
Adding to this, Venkat N Chalasani, Chief Executive, AMFI, said: “Onam is a celebration of heritage, perseverance, and hope - values that also resonate with smart investing. Whether it’s the unwavering endurance of snake boat rowers or the imagination of travellers visualising dream destinations through 3D animation, our message remains clear: consistency and discipline lead to long-term rewards. Through a vibrant mix of on-ground engagement, out-of-home digital displays, and regional activations, our Onam campaign empowers investors across Kerala with the knowledge and confidence to make informed financial decisions — today and for the future.”
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