Starting with Onam festival holidays, September has a disproportionate number of official holidays in Kerala and hence the possibility of more extended holidays.

Kamal Krishnan PS, national head, integrated media solutions, Mathrubhumi, said, “While the festival of Onam was celebrated during the first week of Onam, we realised that the festivity would continue throughout September because of the possibilities of extended holidays. Backed with Onam bonuses, salary advances and extended holidays, people are continuing their shopping spree to enjoy the best of festival offers. This campaign was created to alert the brands about this opportunity post Onam days.”

The creative of the campaign is in form of a calendar format with September 2017 month which highlights all the major holidays and sandwiched leaves which people would opt for in Kerala. The campaign will be communicated via print ads and online promotions in trade media.