The season where Malayalis say YES is back!

Onam, Kerala’s most cherished celebration returns with all its joy, colour, and nostalgia. As homes are adorned, hearts filled, and traditions honoured, the spirit of King Mahabali’s golden era comes alive once again. It’s more than just a festival, it’s a time when Malayalis open their hearts, their homes, and their minds. A season of generosity, celebration, and saying yes to what truly matters. From shopping to celebrations, gifting to getaways- this is the season when decisions are made and Malayalis everywhere are most connected, emotional, and ready to say yes to plans, to purchases, to possibilities. Reach them when they’re most receptive.

Why Onam is Kerala’s Golden Window for Brands

A season of sentiment and spending

Onam is more than just Kerala’s most cherished festival —it’s a cultural crescendo that brings with it unmatched consumer enthusiasm, heightened engagement, and a surge in purchasing intent. For brands looking to make a lasting impact, this is the moment to be seen, heard, and remembered.

The ad spend says it all

Despite early concerns following the Wayanad tragedy, Kerala’s ad market saw a 10–15%year-on-year growth in Onam-related spending in 2024 — a testament to the state's resilient consumer spirit. Experts had anticipated an even higher leap (15–20%), but the actual growth still reflects robust market confidence.

Based on total Onam-related ad spends in 2023 at around ₹1,000 crore (₹600 Cr on TV/radio, ₹400 Cr in print/digital) and a 10–15% uplift in 2024, places this year’s Onam media investments between ₹1,100–1,150 crore — a clear sign that brands continue to bet big on Kerala during Onam.

Where emotions drive decisions

During Onam, shopping isn’t just transactional, it’s deeply emotional. Malayalis say yes to more than products: they say yes to nostalgia, generosity, celebration, and connection. This sentiment fuels:

• 30–40% higher retail sales during the Onam season
• Increased purchasing across categories from gold and fashion to tech and travel
• A higher conversion rate for campaigns that tap into cultural context

An engaged, receptive, and high-spending audience

Kerala’s Onam audience is unique:

• Highly engaged with content andcelebrations, both online and offline
• Emotionally connected to heritage andcultural storytelling
• Receptive to campaigns that respect and reflect their values

NRKs: The emotional and economic X-factor

Onam also marks the return of Non-Resident Keralites (NRKs). A powerful consumer segment that brings elevated spending power and a deep emotional connection to their homeland.

• NRKs often lead big-ticket purchases and gifting
• Their influence extends to family and community buying decisions
• They value authenticity making culturally rooted campaigns far more effective

A unique moment to build brand equity

In a landscape where sentiment meets scale, and tradition meets technology, Onam is when brands can truly build long-term loyalty. By being present when Malayalis are most open to discovery, your brand becomes part of their celebration and their story.

THE POWER OF DIGITAL IN KERALA

Kerala has higher Internet Penetration compared to Overall India.

Even Karnataka, one of the major IT hubs in the country, has only 43% internet penetration.

MANORAMA ONLINE DIGITAL NETWORK

The digital powerhouse of Kerala, it’s just incomparable

The ideal platform for holistic campaigns, if you want to connect with Malayalis during Onam or any day of the year!