Mathrubhumi has launched its latest Onam campaign, ‘Manassil Ennum Maveli’ (The Spirit of Maveli Lives On), spotlighting individuals whose contributions reflect the values traditionally associated with the legendary Maveli era.
Moving away from conventional Onam imagery such as Pulikali and Pookalam, the campaign places four changemakers and their work at the heart of the narrative. It explores how knowledge, environmental responsibility, cultural preservation and technology continue to shape contemporary Kerala.
The campaign features Padma Shri Meenakshi Amma, who has dedicated decades to practising and teaching Kalaripayattu; Padma Shri Kolakil Devaki Amma, recognised for her contribution to environmental conservation; and Padma Shri Lakshmikutty, known for preserving traditional herbal medicine practices.
It also features Devan and Devika Chandrashekhar, whose work in technology focuses on developing solutions relevant to Kerala’s evolving needs.
Conceptualised by Maitri, the campaign connects the work of these individuals with values associated with Maveli Nadu, including knowledge-sharing across generations, protection of natural ecosystems, preservation of indigenous practices and the use of technology to address modern challenges.
The campaign spans film, print, radio and digital platforms. While the films centre on the lives and contributions of the featured individuals, the print and radio executions extend the broader campaign narrative.
M. V. Shreyams Kumar, Managing Director, Mathrubhumi, said the campaign reflects the publication’s responsibility to recognise people who contribute to shaping Kerala’s future. He added that the initiative aims to celebrate individuals whose work has influenced the state through knowledge, craft and innovation.
Raju Menon, Managing Director, Maitri, said the campaign sought to move beyond predictable Onam imagery while retaining the festival’s core values.
Miriam Paul, ACD, Maitri, said Mathrubhumi’s understanding of Kerala and its people enabled the creative team to explore stories that were rooted in the state while moving beyond familiar representations.
Through ‘Manassil Ennum Maveli’, Mathrubhumi uses the Onam season to celebrate contemporary custodians of Kerala’s heritage and future, connecting the spirit of the festival with people creating meaningful change across different fields.
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