This Onam, Peter England has launched a campaign aimed at engaging Kerala’s youth, blending cultural tradition with contemporary style. The initiative features Kerala-based rapper The Imbachi, whose involvement lends authenticity and a connection with younger audiences.
Central to the campaign is a festive anthem created by the rapper, combining traditional Onam rhythms with modern hip-hop elements. The track seeks to reinterpret the festival in a contemporary style, appealing to the tastes of Gen Z while maintaining a link to Kerala’s cultural heritage.
Watch the ad film here:
Commenting on the launch, Anil S Kumar, Chief Business Officer, Peter England, said, “If you wish to cater to the Gen Z today you have to be authentic and co-create to speak the language they most resonate with. Gone are the days when you make scripted ads. Today’s youth need a platform for expression and with our latest Onam drop ft. Imbachi we are trying to do just that. Imbachi has written and composed an original Onam track for us, and we’ve just let the garments aid their visual expression. With this we are very hopeful to be able connect with young Kerala and help them dress up on occasions like Onam. Keep waiting as Peter England embarks on a Genz journey on months to come as we create more & more for them.”
Speaking about the partnership, The Imbachi added, “Working with Peter England on this campaign has been an exciting journey for me. Onam is more than just a festival, it’s a feeling, like a wave of beautiful memories that rushes in every year. Mixing the vibrant and traditional energy of Onam with my sound just felt right. I still remember the excitement as kids, waiting to get our Onam outfits because fashion has always been a huge part of the celebration. And with all honesty, Peter England’s garments capture the spirit of Onam perfectly. The fits added that extra flair that matched the vibe of the song so well. I think we’ve created something festive, stylish, and totally in tune with how Kerala’s youth want to celebrate Onam today. Ee Onam, Scene Onam!”
Puneet Kapoor, CCO, Ogilvy Bangalore added, “Our goal was to move beyond advertising and create something that Kerala’s youth could truly make their own. By weaving Peter England’s style with The Imbachi’s homegrown voice, we wanted the campaign to feel less like a brand message and more like a cultural expression. This was not just about fashion or music, it was about capturing the spirit of Onam in a way that feels current, and deeply connected to the times.”
The campaign represents a new approach for Peter England, positioning the brand as a participant in cultural moments rather than just an advertiser. By collaborating with The Imbachi, it aligns with the spirit of Kerala’s youth — bold, rooted, and original — reflecting a broader strategy to engage young Indians in authentic and culturally relevant ways.
The message of the campaign emphasizes personal expression during Onam: dressing for the festival is framed not as following tradition blindly, but as embracing it with individual style. The initiative encourages Kerala’s youth to reinterpret Onam, combining cultural heritage with contemporary fashion to make the festival feel vibrant, modern, and uniquely their own.
