Onam has changed over the years. But, the spirit and shades of the season remain the same.
In temples, the beginning of the Malayalam month Chingam is marked by the ‘Niraputhari’ fest that offers a bountiful harvest after constant rains. The concept of Pookalam has also changed with time. Earlier, the floral carpets carried simple designs decorated using local and traditional flowers such as Thumbapoo, Aripoo, Kakkappoo, Krishnakireedom, Kumbalam, Mukkutti, Mathan, Ixora and Thulasi. Today, truckloads of flowers from neighbouring states are used to fill the Pookalam, which has become an intricate floral artwork.
As always, wearing and gifting Onakkodi remains an integral part of the celebration. The festive mood sets in as soon as Chingam begins. It is a time for Onam competitions, Onasadya, fun and conviviality. These days, most people celebrate Onam more than once – with family, relatives, friends and colleagues.
Besides these, commercials featuring Pookkalams and Maveli announce the arrival of Onam.
To cash in on Onam celebrations, brands usually increase their marketing spend by 25-40%, along with various promotions and campaigns. National and regional brands implement innovative marketing strategies to capture consumers’ attention. Onam also kicks off the festival season in the country.
Categories such as retail, jewelry, FMCG, automobiles and durable goods splurge heavily on advertising in the Kerala market. Brands consider this as a time to deepen their emotional connection with their consumers. Brands and advertisers expect Onam 2022 to be a busy season.
Newspapers, TV stations, brands, and advertisers expect that consumers would spend more this Onam season. Brands and marketers are also optimistic about the holidays. They want a turnaround in consumer sentiment. This Onam season is unique in many ways because it comes after a two-year pandemic-related shutdown preceded by two massive floods that disrupted normal life across the state. Analysts expect that besides consumer durables, spending on education technology, textiles, jewelry, etc. too will rise this season.
