Deconstruct Skincare has unveiled its Onam 2025 campaign titled Kuda Mathram Mathiyavilla (Umbrella alone is not enough). The digital campaign reimagines Kerala’s festival by honouring tradition while introducing modern skincare as an everyday essential.
At the heart of Onam is King Mahabali and his umbrella, a symbol of pride and protection. But in today’s Kerala, where the heat, humidity and high moisture make skin prone to oiliness, the umbrella alone cannot offer complete care. The campaign brings alive the idea of “Double Protection: Umbrella + Sunscreen.”
In the brand film, Mahabali reimagined for today’s Kerala accepts sunscreen alongside his umbrella, embracing it as a thoughtful gesture of modern care while staying rooted in culture.
The 25-second digital brand film will be supported by static creatives and GIFs on Meta and other digital platforms, influencer collaborations with Malayalam lifestyle and entertainment creators,and meme marketing through popular Kerala meme pages.
Speaking about the campaign, Malini Adapureddy, Founder and CEO, Deconstruct, said, “Onam is not just a celebration of heritage, it is also a powerful moment to engage with consumers in Kerala in ways that truly resonate. With Kuda Mathram Mathiyavilla, we’ve reimagined King Mahabali’s umbrella to spotlight the need for modern skincare like sunscreen in a hot and humid climate. This campaign reflects our belief that protection can be both cultural and scientific, while also underlining our focus on deepening consumer connect in Kerala through occasion-led storytelling.”
