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New Delhi: Dot Media has marked Onam with a global creator-led initiative in collaboration with Eastern Condiments and Spices, highlighting how Malayalis abroad can recreate the traditional festival feast, Onam Sadhya, in their own kitchens. The campaign brings together 11 creators based in the UK, Canada, and the USA, showcasing Kerala’s flavours and festive traditions.
Through the campaign, creators presented a variety of content reflecting lifestyle, culinary, and cultural themes. They demonstrated how products such as Sambar Masala, Kashmeeri Chilli Powder, Turmeric, and Coriander Powder can be used to bring authentic Kerala flavours to tables across the world. The content also reflects the connection Malayalis maintain with their heritage, even when living abroad.
Mansi Sharma, Digital Marketing Manager (IB) at Orkla India, Eastern Condiments & Spices, said, “Onam is all about togetherness, food, and cherished memories. Partnering with Dot Media has been an incredible experience, they helped us reach the correct target customers around the world and share the joy of Onam Sadhya in a way that feels authentic, heartfelt and would make them feel more closer to the culture. With 11 Malayali creators across the UK, Canada, and USA showcasing Onam Sadhya in Dot Media’s campaign, we’re thrilled about this collaboration and can’t wait to create more meaningful experiences together.”
Shubham Singhal, CEO and Co-founder of Dot Media, added, “This campaign has been such a joyful journey for us and we are happy to be a part of South India’s largest festival celebration. Working with Eastern Condiments & Spices and seeing our creators across the UK, Canada, and the USA bring the Onam Sadhya to life is truly inspiring. It’s wonderful to collaborate with a brand that values tradition as much as we do, and we’re excited to celebrate the festival together, across the world through food and storytelling, bringing the experience to a global stage.”
The campaign seeks to connect tradition with contemporary storytelling, allowing Malayalis worldwide to participate in the festival and experience the spirit of Onam through cuisine, culture, and creativity. The concluding phase of the campaign features five additional creators sharing their content, completing the global celebration.
Watch the campaign films: