Onam is more than Kerala’s most celebrated festival; it represents the enduring values associated with the legendary King Mahabali — compassion, courage, equality, service, and community.

This year, Mathrubhumi looked beyond the rituals and spectacle of Onam to explore what these values mean in Kerala today.

With the campaign “Manassil Ennum Maveli” (The Spirit of Maveli Lives On), conceptualised by the advertising agency Maitri, Mathrubhumi revisited the idea of “Maveli Nadu Vaneedum Kaalam” — the idealised Kerala of Mahabali’s reign — and wondered: What if the spirit of Maveli is still alive, not in stories, but in the everyday actions of people shaping Kerala today?

From the legend of Maveli to today

The campaign brought together four stories that reflected the timeless values associated with Maveli:

• Padma Shri Meenakshi Amma represents the preservation of heritage, having dedicated decades to keeping Kalaripayattu alive and passing its knowledge to future generations.
• Padma Shri Kolakil Devaki Amma embodies service to the environment through her pioneering work in conserving and protecting Kerala’s natural ecosystems.
• Padma Shri Lakshmikutty represents the preservation of indigenous knowledge through her practice of traditional herbal medicine and efforts to keep this valuable wisdom alive.
• Looking ahead, Devan and Devika Chandrashekhar represent innovation, using technology to explore solutions to contemporary challenges facing Kerala.

Together, these stories span heritage, conservation, traditional knowledge, and technology. Yet they share one thread: Each individual contributes to a better Kerala in their own way.

From heritage to impact

What made Manassil Ennum Maveli distinctive was its focus not simply on the individuals as icons, but on their work, contribution and impact.

Knowledge passes from one generation to the next. Ecosystems are protected. Traditional practices survive. New technologies address emerging challenges.

In each story, the spirit of Maveli becomes tangible.

The campaign therefore shifted the Onam conversation from spectacle to substance, and from ritual to relevance. Instead of looking only towards an imagined golden age, it encouraged audiences to recognise its values in the people around them today.

Bringing the idea to life

The campaign came alive across Mathrubhumi’s print and magazine properties — Mathrubhumi News TV, Mathrubhumi Online, Yathra, and Grihalakshmi — as well as Instagram and Meta platforms.

Films explored the personal journeys and work of the featured individuals, creating an emotional connection with their stories. Print and radio extended the campaign thought to wider audiences, while digital and social amplified the stories at scale.

The result was a contemporary Onam narrative that looked at Kerala not just through its traditions, but through the people who continue to embody them.

The campaign connected with audiences through intrigue, emotion, and authenticity. By placing real people and their contributions at the centre of its Onam narrative, Mathrubhumi created a story that resonated beyond the festive season.

Key learnings

Some of the important things we learned included:

• Tradition becomes relevant when connected to the present. The campaign showed how the values associated with Mahabali continue to find expression in contemporary Kerala.
• People can be more powerful than symbols. Real individuals embodied Maveli’s values, making the idea more human and relatable.
• Purpose-led storytelling adds depth. Stories spanning heritage, conservation, traditional knowledge, and innovation gave the festive narrative greater substance.
• Heritage and progress can coexist. The campaign showed that Kerala’s traditions can lay the foundation for innovation and the future.
• Local stories can carry universal values. Compassion, service, preservation, and innovation have relevance far beyond Kerala and Onam.
• Festive campaigns can build brand meaning. Mathrubhumi moved beyond seasonal visibility to strengthen its role as a cultural storyteller connecting Kerala’s heritage with its present.

Keeping the spirit of Maveli alive

Manassil Ennum Maveli ultimately offered a simple thought: The spirit of Maveli does not belong to the past.

It lives wherever people choose compassion over indifference, service over self-interest, preservation over neglect and innovation over complacency.

By celebrating Meenakshi Amma, Devaki Amma, Lakshmikutty, and Devan and Devika Chandrashekhar, Mathrubhumi celebrated a Kerala that continues to evolve while holding on to the values that have shaped it for generations.

Maveli need not return. He never really left. The spirit of Maveli lives on — in the people of Kerala.

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