Onam, the most celebrated and significant festival in Kerala, marks the annual harvest season and brings immense joy, cultural richness, and community bonding to Keralites around the world. Spanning 20-25 days, this vibrant festival is steeped in traditions, rituals, and festivities, celebrating the legendary homecoming of King Mahabali, whose reign is hailed as the golden era of Kerala.
Onam transcends religious and cultural boundaries, uniting people from all communities in Kerala in a joyous celebration.
Understanding the buying and spending dynamics of Malayalis during Onam
Increased Spending: Onam is one of the peak shopping seasons in Kerala, with consumers spending significantly more than usual.
Overall Spend Increase: Retail sales in Kerala during Onam typically see a 30-40% boost compared to other months.
The stats don’t lie, so let’s dive deeper into the sales numbers of Onam
High Engagement: Kerala’s population is highly engaged in Onam activities.
Increased Spending: Significant boost in purchasing intent and consumer spending.
Emotional Connect: Opportunity to build an emotional connection with consumers through culturally relevant advertising.
Political Scenario: It's redemption time for the state govt. following the general elections of 2024. The govt. is expected to be more liberal with budgets and festive schemes.
Economics of Festivity:Onam has become a major economic event, with estd. spending during this period ranging from a staggering Rs. 10K crore to Rs. 20K crore.
Purchasing Power: The per capita expenditure in Kerala during Onam is higher than festive spending in most parts of the country.
Many Non-Resident Keralites return to Kerala to celebrate Onam, presenting a unique opportunity for brands to capitalize on this vibrant occasion.
NRKs often wield greater spending power and maintain a strong emotional bond with Kerala, resulting in increased purchasing during their visits.
Effective campaigns can build long-term brand loyalty among NRKs, who frequently influence purchasing decisions for their families in Kerala, making them a crucial demographic to engage with.
Promoting cultural relevance and authenticity in brand communications strengthens trust and enhances engagement with high networth individuals across borders.
"The campaigns around onam have also seen quite a revolution since earlier days. Brands have moved from just doing isolated & traditional campaigns about the festival to now encompassing all modern & technical innovations to create more holistic campaigns.
Even Karnataka, one of the major IT hubs in the country, has only 43% internet penetration.
Because of enhanced digital connectivity and the attainment of high level of education.
Online News reach 25% of the people in Kerala, while overall India reach is just 12.9%.
The ideal platform for holistic campaigns, if you want to connect with Malayalis during Onam or any day of the year!
Get ready to Influence Kerala
When brands break all previous collection records this Onam, make sure yours is one among them. Be on ManoramaOnline.