MV Shreyams Kumar, managing director, Mathrubhumi Group, said, “Healthy competition in the market place will always stay, so is the opportunity to collaborate meaningfully if the purpose is right. I’m grateful to Malayala Manorama and The Times of India for finding merit in the proposition and readily accepting the same too. It is a great pleasure to be working together. Business owners are excited about the opportunities in the market and consumers are waiting to grab their products and services, evident from our daily ad volumes.”

Varghese Chandy, vice-president, marketing and advertising sales, Malayala Manorama, added, “This is indeed a great initiative. Onam is the beginning of the festival season in the country. Past few Onams were washed out due to floods, Covid, etc. This year, fortunately, the markets are open and I am sure it will be the most opportune time for marketers to leverage the pent-up demand and the Onam sentiments. Who else knows this better than the leading print players in Kerala and that is what this collaboration is all about?”

Partha P Sinha, president, response, The Times Group, said, “Onam is a celebration of togetherness. In the true spirit of Onam, we are happy to join hands with Mathrubhumi and Malayala Manorama for ushering in positivity and change this festive season. We are glad to see that Malayalis have left the past behind and are ready to welcome businesses with zeal and warmth.”

The campaign will run across media assets of these three groups.