Onam Marketing: How to target the Malayali diaspora residing outside Kerala

Onam Marketing
PlatformMedia TypeStarting Budget
Hotstar AdvertisingDigitalINR 50,000 onwards
Malayalam Newspapers outside KeralaNewspaperINR 30,000 onwards
Audio OTT PlatformsDigitalINR 50,000 onwards
Google AdvertisingDigitalINR 10,000 onwards

Onam is around the corner and brands have already started creating buzz. Onam, just like Diwali, Eid and Christmas is big, full of celebrations, get-together, gifting and spending. To give an idea of how big Onam is, reports suggest that Onam accounts for 40-45% of annual sales for most brands.

Why should brands target Malayalis outside Kerala during Onam?

Significance of Onam

Onam is one of its kind festivals. It is difficult to be categorized under the conventional buckets of religion and caste. It is a state festival which is celebrated by all the communities of Kerala.

Huge Money involved

It is well-known that Kerala has a large population of non-residential Keralites, a huge share of which lives abroad (Saudi Arabia, Oman, Kuwait, Qatar, Bahrain etc) and other cities in India (Bangalore, Chennai, Hyderabad, Mumbai and Delhi).

It would be interesting to know that Kerala accounts for over 19% of inward remittances, the highest in India, majority of which happens during the festive season.

How can brands target Malayalis outside Kerala during Onam?

The biggest challenge before advertisers to target Malayalis outside Kerala during Onam is to filter out Malayali population in areas outside Kerala. The biggest differentiating factor here can be the language in which people consume content.

People would like to read Malayalam newspapers, watch Malayalam channels and visit Malayalam websites. Hence, the advertising platforms that can help advertiser filter the audience based on geography as well as language would be apt.

4 Advertising Mediums to target Malayalis outside Kerala

Based on the criteria discussed above, we recommend the following advertising mediums to target Malayalis outside Kerala during Onam:

1. Advertising in Malayalam Newspapers outside Kerala

Why advertise in Malayalam Newspapers?

There is a large diaspora of Malayali people in other metro cities of India like Bangalore, Chennai, Mumbai and Delhi. Advertising in Malayalam newspapers circulating in these cities can help brands reach out to them.

Minimum Budget: INR 30,000

Check Rates for Newspaper advertising in Malayalam newspapers in Mumbai

Check Rates for Newspaper advertising in Malayalam newspapers in Delhi

Check Rates for Newspaper advertising in Malayalam newspapers in Chennai

Check Rates for Newspaper advertising in Malayalam newspapers in Bangalore


Hotstar Advertising During Onam

Watching Malayalam content on Hotstar is one of the way non resident Keralites stay rooted to their homeland. By advertising on Hotstar, advertisers would be able to reach out to the target audience.

Targeting: Language- Malayalam and Geography: Other than Kerala

Minimum Budget: INR 50,000

Check Rates for Hotstar Advertising

3. Advertising on Audio OTT platforms

Gaana App Advertising During Onam

Why advertise on audio OTT platforms?

Pegged at USD 280 million, audio OTT industry is one of the fastest growing entertainment avenue in India. Players like Gaana, Saavn and Wynk not only provide services to subcribers on freemium basis but also present a good opportunity to advertisers to reach out to their target audience.

Targeting: Malayalam Playlist + Geo targeting

Minimum Budget: INR 50,000

Check Rates to Advertise on Gaana App

Check Rates to Advertise on Saavn App

Check Rates to Advertise on Wynk App

4. Google Advertising

Onam Advertising On Google

Why advertise on Google?

Google is one of the best platforms when it comes to targeting methods. Apart from the usual geography and language filters, there are several other targeting methods like intent, affinity, keyword targeting that would help advertiser reach out to the target audience.

These filters can be applied to Google Search, Google Display as well as YouTube Advertising.

Targeting: Geography + Language

Minimum Budget: INR 10,000

Check Rates for Google Search Advertising

Check Rates for Google Display Advertising

Check Rates for YouTube Advertising

If you are looking for traditional advertising mediums for Onam Advertising within Kerala, you might also consider the traditional advertising platforms like Newspaper Advertising, Magazine Advertising, Outdoor Advertising, Radio Advertising, and Television Advertising.

To know more about Onam Marketing or get a customized plan for Onam Advertising, write to us at Help@TheMediaAnt.com

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