Onam mornings in a Malayali household begin with the fragrance of fresh flowers for the pookalam, the sound of temple bells in the distance, and kitchens buzzing with preparations for the sadhya. Relatives arrive, laughter fills the rooms, and the day becomes a celebration of abundance and togetherness. For brands too, this spirit of reunion and prosperity has become a powerful moment to connect. In 2025, that connection has translated into a 15–20% rise in ad spends, estimated at `1400 crores, making Onam Kerala’s biggest advertising season and the opening note of India’s festive ad calendar.
The rise isn’t accidental. As Ramsai Panchapakesan, President, Investments & Partnerships, Havas Media India, explains, “Onam is Kerala’s biggest advertising season, contributing nearly 20 to 24% of annual ad revenues for Malayalam GECs. This year, the total commercial sales value during Onam is estimated at `12,000 to `13,500 crore, while advertising spends are expected to reach `1,100 to `1,400 crore.”
Panchapakesan also points out that the homecoming of Malayali families from the Gulf and abroad has been the biggest growth driver. With remittance inflows fuelling the market, spending extends beyond festive consumption into weddings, real estate, vehicles, lifestyle upgrades, and especially gold. Jewellery brands, in particular, see Onam as a peak advertising season, leveraging Kerala’s position as India’s top per capita gold consumer. “With an estimated 200 to 225 tonnes annually, South India accounts for 40% of India’s gold jewellery consumption, with Kerala as the top contributor,” notes Ramsai. This category alone commands a significant share of festive ad spends, reinforcing Onam’s role as a high-stakes marketing moment.
If Onam is the occasion, ROI is the outcome every brand keeps chasing. From appliances and packaged food to automobiles and tourism, the festive calendar has turned into a revenue engine. Ramsai notes that electronics and appliance retailers alone are driving `4,000 to `5,000+ crore in sales, while packaged foods add another `1,500–`2,000 crore. Automobiles, particularly two-wheelers and SUVs, are clocking in `1,200–`1,500 crore, and banks and NBFCs are fuelling momentum with festive loans and gold finance. Even Kerala Tourism is leveraging the season, amplifying cultural experiences through global campaigns that add another `800–`1,000 crore to consumer spending.
Adding perspective, Aruni Panda, Sr. Vice President – Digital, Carat, observes that Onam’s buoyancy is being powered by more than just consumer demand, “Advertisers seem eager to capitalise on rising expenditures due to vigorous remittances from the Gulf along with the strong monsoon and festive government allowances,” he says. The categories driving growth are familiar: jewellery, FMCG, textiles, automobiles, and consumer durables. But what stands out is digital’s growing muscle, with 40–45% of Onam advertising now directed towards social media, YouTube, regional OTT platforms, e-commerce, and influencers. Panda explains, “Increased retail sales, footfall in stores, and revenue from festive bargains remain the core measures of campaign ROI. But brands are also relying on digital metrics like web visits, in-store conversions, ROAS (Return on Ad Spend), and Cost Per Sale, to measure real impact.”
For Achyuta Nand Chand, Co-Founder, Mashrise (digital marketing agency), the sharp increase is a reflection of how brands are balancing regional relevance with modern measurability. “We have seen advertisers increasingly design campaigns that blend emotional storytelling with sharper retail tie-ins and multi-channel visibility. Media spends remain rooted in TV and print, but digital and influencer campaigns have taken a bigger slice this year, showing how brands are balancing mass reach with measurable precision,” he explains. The result: improved ROI year on year, with stronger recall and higher sales lifts.
A notable trend this year is the growing participation of national players in the Onam advertising mix. Sectors such as FMCG, telecom, BFSI, and e-commerce are treating Onam as more than a regional opportunity, launching integrated campaigns aimed at both Kerala and the Malayali diaspora across India. No longer confined to local consumption dynamics, Onam has thus become a national festive kick-off with a calibrated investment strategy.
This theme of Onam going beyond Kerala resonates with Neha Bajaj, Founder & Managing Director, Scroll Mantra Pvt. Ltd. She points out that, “Onam 2025 has cemented its place as the true opener of India’s festive advertising calendar. What was once a Kerala-centric celebration has now become pan-India and global, driven by the strength of the Malayali diaspora across metros like Bengaluru, Mumbai, and Delhi, as well as the Gulf markets.” For Bajaj, the rise in ad spends is being fuelled by three forces: buoyant consumer sentiment, regional storytelling that deepens emotional connect, and intense competition across categories. While traditional media continues to hold sway, she emphasises that digital’s rapid growth has reshaped campaign strategies this year, regional OTTs, YouTube, and influencer-led activations are no longer add-ons but central to Onam media plans.
Onam 2025 reinforces how regional festivals have evolved into high-stakes platforms in India’s media calendar. Beyond cultural relevance, they are now treated as scalable opportunities for measurable ROI and sharper consumer targeting. The uptick in spends this year signals a broader trend: festive moments are structured growth engines shaping long-term brand strategies.
This festive season has seen marketers raise the bar with campaigns rooted in consumer insight and cultural relevance. Here are six notable Onam campaigns of 2025:
Tata Motors: KERALA COMES TOGETHER WITH TATA MOTORS
Tata Motors’ Onam campaign paired cultural storytelling with festive offers, using the Malayalam track “Nada Nada” by Avial. The brand announced benefits up to `2,00,000, priority deliveries, and flexible finance schemes valid till September 30, 2025, while highlighting its 622 service bays, 83 workshops, and five Tata.ev stores in Kerala. Crafted with regional creative partners, the film positioned Tata as culturally rooted yet customer-focused.
Peter England: EE ONAM, SCENE ONAM
Peter England tapped into youth culture with rapper The Imbachi, launching an Onam anthem that remixed Kerala traditions with hip-hop energy. The film showcased Peter England apparel while resonating with Gen Z. Backed by Ogilvy Bangalore creatives, the campaign leaned on cultural freshness and music-led storytelling to connect strongly with younger audiences.
Parle-G: JO AURON KI KHUSHI MEIN PAYE APNI KHUSHI
Parle-G’s Onam film by Thought Blurb Communications follows a family returning to Kerala after 16 years, rediscovering traditions like pookalam and sadya. With the tagline ‘finding joy in others’ joy,’ it reinforced the brand’s image of shared happiness and emotional connect across generations.
JSW MG Motor India: Asia’s Largest CARKALAM
In Kochi, JSW MG Motor India arranged 306 EVs into a giant floral ‘CarKalam’, a feat certified by the Asia Book of Records. Paired with festive offers, the activation drove a 20% rise in footfalls and doubled sales YoY, positioning MG as a festive innovator blending tradition with sustainability.
LunchBox: Mini Onam Sadhya + Onam Pronunciation Challenge
LunchBox celebrated with a Mini Onam Sadhya in key metros and a digital challenge where QR codes led to King Mahabali teaching pronunciations. Users shared voice notes on Instagram to win EaseMyTrip vouchers, staycations, and a Kerala trip, making the campaign culturally rich and digitally engaging.
JBL India: SOUND OF CELEBRATIONS
JBL’s festive 360° campaign blended regional sounds with new launches, featuring artists like MC Couper bringing Onam’s chenda beats. Backed by activations across 600+ Kerala stores, Kochi Metro wraps, 1,000+ Maharashtra outlets, and airport takeovers in Delhi and Bangalore, it stood out as a music-led, culturally rooted national rollout with strong Kerala visibility.
