Now Reading: Mathrubhumi launches Onam campaign featuring Padma awardees
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Mathrubhumi launches Onam campaign featuring Padma awardees
Mathrubhumi has launched an Onam campaign titled 'Manassil Ennum Maveli' that highlights the enduring values of Kerala through the work of four Padma Shri awardees and two technologists. The campaign features Padma Shri Meenakshi Amma, who preserved the martial art Kalaripayattu, Padma Shri Kolakil Devaki Amma, an environmental conservationist, Padma Shri Lakshmikutty, a practitioner of traditional herbal medicine, and Devan and Devika Chandrashekhar, who develop technology solutions for Kerala's future.
Conceptualised by Maitri, the campaign runs across film, print, radio and digital platforms. Mathrubhumi managing director M V Shreyams Kumar said the newspaper's responsibility is to recognise those shaping the world as it should be. Maitri managing director Raju Menon said the campaign moves beyond predictable Onam imagery while staying true to the festival's values.
Indian Opinion Analysis
This is a branding campaign, not news, but it reflects how legacy media in Kerala positions itself amid rising digital competition. Mathrubhumi is using Onam, a festival with strong cultural and economic resonance, to associate its brand with preservation and innovation. The choice of four Padma awardees signals an attempt to link the newspaper with state-recognised excellence. For readers, the campaign's reach across film, print, radio and digital suggests a multi-platform strategy typical of older media houses trying to retain relevance. The next metric to watch is audience engagement data, which Mathrubhumi may release after the campaign concludes.
Source: hindustantimes.com
This story was synthesised by AI from the source linked above. Methodology and corrections.
