Festive ad spends in Kerala are expected to grow upto 20% this Onam, crossing ?1,100 crore, with digital projected to capture 40–45% of overall budgets, according to industry experts.
Kerala’s Onam season, the state’s single biggest consumption and advertising window, has become a bellwether for festive marketing in South India. Despite the challenges of 2024, including the Wayanad tragedy, the momentum in the state’s ad market has only strengthened.
The trajectory is clear from recent numbers. Onam-related ad spends were pegged at around ?1,000 crore in 2023, and grew by 10–15% in 2024. This year, industry estimates place total spends at over ?1,100 crore signalling the sharpest growth in the last couple of years and reinforcing Kerala’s position as one of India’s most resilient festive ad markets.
What’s also interesting this year is the sharp spike in digital ad spends. As Devika M S, director of Mathrubhumi, pointed out, “This Onam, we’re seeing a 15–20% growth in overall festive ad spends across platforms. While print continues to command a strong share of the pie due to its trust, hyperlocal reach, and mass appeal, digital and OTT platforms have seen sharp upticks, especially for youth-focussed and performance-led campaigns.”
Adding to that, Boby Paul, Senior General Manager, Marketing at ManoramaOnline, estimates that “40–45% of the overall media budgets this Onam will be digital.”
Varghese Chandy, Vice President, Marketing & Advertising Sales at Malayala Manorama, affirmed, “On the ground, the mood is equally upbeat. It is very positive this year. In fact, the trend we are seeing post-Covid is that people really celebrate all possible occasions, and Onam is the biggest festival here. Every brand is active, waiting to benchmark success through this festival. This year we have a pretty large Onam and we are expecting around 15% growth.”
Digital leads the race
Digital is emerging as the fastest-growing medium this Onam, expected to command 40–45% of total festive ad spends. Within this, social media alone is projected to take 40–45%, while YouTube captures 20–22%, and the rest is spread across regional OTTs, digital news, apps, and e-commerce. Adding to this, Paul said, “Within digital, spends are concentrated on social and YouTube, with OTTs, news platforms, apps, and search making up the rest. What advertisers are seeking are impact properties with high reach, visibility, and share of voice to cut through the festive clutter.”
“For most campaigns today, we’re seeing a hybrid media mix. We are increasingly offering integrated solutions across print, digital, radio, and on-ground activations to help brands deliver 360-degree campaigns,” said Devika.
Auto is leading the digital charge so far, followed closely by retail and entertainment.
In terms of formats, Paul noted that while no single innovation has dramatically broken through this year, impact-driven digital properties with higher reach, viewability, and SOV (share of voice) are in high demand. “Advertisers want to stand out in the clutter of peak Onam, so premium placements, richer video creatives, and integrations are gaining traction over experimental formats like QR activations,” he added.
Print holds its ground
Even with digital surging ahead, print remains the backbone of Onam advertising in Kerala, majorly because of the state’s strong newspaper culture, high literacy, and daily news engagement. Publications like Malayala Manorama, Mathrubhumi, Deshabhimani, and Kerala Kaumudi command massive reach across urban and rural markets, making them the first choice for retailers and national brands alike.
Sujata Singh, President South, Havas Media India, shared Print will continue to punch above its weight in Kerala at 10–15%.
Adding to this, Sooraj Balakrishnan, Associate Director & Head of Marketing, Acer India, shared, “Print is very strong in Kerala, especially in terms of readership and news consumption. In terms of split, print will be at least 20%, TV around 25–30%, digital also around 30%, and then OOH and radio make up the rest.”
Its credibility, cultural resonance, and unmatched hyperlocal reach make it indispensable, particularly for high-value categories such as textiles, jewellery, and consumer durables. “The biggest category is retail, with home appliances on top followed by jewellery and textiles. We are expecting around 15% growth this year,” said Chandy.
TV keeps the masses & OOH reclaims the streets
Television, especially Malayalam GECs, remains a strong festive performer, offering unmatched reach for family viewing and mass festive storytelling. Experts pointed out that while regional GECs dominate ad inflows, news channels usually see a lower skew during Onam. “Regional TV will account for another 30–35%, led by GEC & News,” said Singh.
In terms of split, “TV will be approximately around 25–30%,” Balakrishnan told e4m.
Meanwhile, OOH is back in the spotlight, with brands reclaiming outdoor spaces to drive visibility during Kerala’s busiest shopping season. Experts note that OOH this year is benefiting from festive footfalls in retail hubs and heightened competition across categories like jewellery, fashion, and consumer durables. The medium is increasingly being used not only for brand awareness but also as a high-impact reminder, driving last-mile festive conversions.
Radio stays relevant
“Radio in Kerala gets around 4–6% of Onam spends every year. This number is likely to hover around the same percentage this year as radio inventory per hour is limited compared to Print and OOH,” said Manoj Mathan, Chief Executive Officer, Radio Mango.
While the medium continues to deliver strong local connect and repetition, Mathan pointed out that the overall market has been relatively slower compared to last year. With huge demand for inventory during the festive window, there is little scope for innovation on-air, though many radio networks are expanding into events and digital activations.
The most active categories on radio this Onam include modern retail, corporate auto, consumer durables, and jewellery, alongside smaller players such as auto dealers, textiles, and furniture stores. Looking ahead, Mathan expects radio volumes to remain flat or grow marginally in low single digits, but sees revenue growth rising much faster for stations that manage inventory smartly and bundle in activation and digital-led solutions.
Overall, this year, digital is undoubtedly leading the ad spends, emerging as the fastest-growing medium with a 40–45% share of budgets. But Kerala’s Onam market continues to stand out for its balanced media mix with print still commanding trust and hyperlocal depth, TV driving family-centric festive storytelling, OOH reclaiming scale in high-footfall zones, and radio delivering last-mile repetition and community connect.
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