Mathrubhumi launches Onam campaign highlighting Keralam's enduring values

Kochi, renowned Malayalam newspaper Mathrubhumi has begun an Onam campaign that highlights the festival's values and the individuals who uphold them through their work. The campaign, titled 'Manassil Ennum Maveli,' explores how the imagined Keralam in Maveli Nadu Vaneedum Kaalam has evolved over generations and how its values persist in the lives and professions of people across the state.

The campaign spotlights Padma Shri Meenakshi Amma, who has dedicated decades to preserving the traditional martial art of Kalaripayattu; Padma Shri Kolakil Devaki Amma, recognized for her environmental conservation efforts; Padma Shri Lakshmikutty, celebrated for preserving and practicing traditional herbal medicine; and Devan and Devika Chandrashekhar, whose technological work aims to create solutions for Kerala's future.

The campaign emphasizes their contributions, such as passing on traditional knowledge, safeguarding ecosystems, maintaining traditional practices, and employing technology and innovation to tackle contemporary issues. It has been conceptualized by Maitri and will be advertised through film, print, radio, and digital platforms. The films highlight the featured individuals' work and journeys, while print and radio extend the campaign's central theme to a broader audience.

M V Shreyams Kumar, Mathrubhumi's Managing Director, remarked, "As a newspaper, our responsibility extends beyond merely reporting; it involves recognizing those who are shaping the world as it should be. Our aim with this campaign is to celebrate individuals whose work quietly influences Kerala through knowledge, craft, and invention, bringing their contributions and legacy to the forefront."

Raju Menon, Maitri's Managing Director, stated, "We sought to diverge from the typical visual language of Onam while staying true to its essence. This provided us with an opportunity to celebrate individuals whose work is molding Kerala in significant ways."

Miriam Paul, ACD at Maitri, expressed gratitude, saying, "We are thankful to Mathrubhumi for the clear brief and the trust to bring this idea to life. Mathrubhumi's understanding of Kerala and its people allowed us the freedom to delve beyond the familiar and tell stories deeply rooted in the state."

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