South Indian Bank launches Onam campaign ‘Onam Orumayude Olam’

Campaign film focuses on community-led restoration of a traditional Kerala snake boat

BY TEAM IMPACT
Published: Aug 18, 2026 2:55 PM

South Indian Bank launches Onam campaign ‘Onam Orumayude Olam’

South Indian Bank has launched its Onam campaign ‘Onam Orumayude Olam’, focusing on community efforts to preserve Kerala’s traditional boat race culture.

The 90-second film follows a group of youngsters who use community crowdfunding to restore a forgotten chundan vallam, eventually encouraging veteran oarsmen to return to the waters. Set in the Alappuzha backwaters, the film highlights the role of community participation in preserving the tradition across generations.

Directed by Martin Prakkat and scripted by Sarat Prakash, the film features actor Kiran Peethambaran. The snake boat featured in the campaign was also restored as part of the production.

Commenting on the campaign, P R Seshadri, Managing Director and Chief Executive Officer of the Bank, said, “Onam is a celebration of togetherness and shared traditions. Through ‘Onam Orumayude Olam’, we are paying tribute to Kerala’s cultural heritage while celebrating the collective spirit that keeps these traditions alive. As Kerala’s own Bank, we remain committed to supporting the communities and building relationships that define our state.”

Ramesh KP, Head of Marketing, South Indian Bank, said, “Onam has always been a celebration of togetherness, and with ‘Onam Orumayude Olam’, we wanted to bring alive the power of people coming together with a shared purpose. The film beautifully captures how a group of young people, by bringing a community together, can revive not just a forgotten tradition but also rekindle the spirit of an entire generation. At South Indian Bank, ‘Investing in Relationships’ is a philosophy we have lived by since 1929, and this film reflects that belief that when we invest in people and the relationships that bind us, we can create possibilities that transcend generations. While the campaign is rooted in Kerala, its central idea is universal. Our aim is to create a meaningful connection with audiences that extends beyond the festive season and resonates with the enduring power of togetherness.”

"Our vision for this ad was to capture the profound bond between the land and its people. We anchored our narrative on vallamkali, inspired by a majestic snake boat that had lain dormant for years due to financial hardship, only to be resurrected through the community's collective funding. As the world’s largest team sport, its revival is the ultimate display of absolute synchrony—demanding extraordinary teamwork and proving that a true investment in relationships can breathe life back into a shared heritage," said Sarat Prakash, Scriptwriter of the Ad Film.

The campaign addresses the rising cost of maintaining traditional boats, which has made it difficult for some community boat clubs to continue participating in races.

As part of the festive campaign, South Indian Bank is offering deals on Home Loans, Car Loans and Retail and Personal Loans. Its Hyperlocal initiative is also partnering with more than 40 brands across over 250 outlets in Kerala to offer discounts to debit card holders.

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