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To celebrate Onam, Bengaluru-based agency Phantom collaborated with Ajio to create #KeralamMaariyo - a musical ode to Kerala's progressive face. This campaign is one of many campaigns in a long-term association between agency and client.

The track, created by famous Kerala rockers Thaikkudam Bridge, features one of the state's hottest up-and-coming stars, Kalyani Priyadarshan. The aim of the campaign is to celebrate the changing face of Kerala in particular and to position Ajio as the top fashion shopping and gifting destination during Onam. The song's hook, 'Keralam Maariyo?' roughly translates to, 'Has Kerala changed?'

The music video:

"As a brand, Ajio has always stood for 'bold'. As their agency, we're always pushing the envelope on what 'bold' means.", said Robert Anthoney, Founder and Chief Creative Officer. "This time, instead of the usually overused symbology, we decided to focus on the progressive side of Kerala by creating an ode to their love for cultural experimentation."

The anthem was released on all channels on August 20 across Kerala, in the form of a 2.5-minute long music video, supported by a 30-second version that will run as a commercial. In sync with the anthem, Ajio has launched a curated Onam collection that gives a modern twist to the traditional Kasavus and Mundus.

"Keralites have always had a progressive mindset, and this reflects in their fashion choices as well.", said Vineeth Nair, CEO of Ajio. "The idea of this campaign was to pay homage to the pride, passion and progressiveness of Keralites, and to celebrate the idea change in gifting and otherwise, this Onam."


Agency: Phantom Ideas

Creative: Robbie Anthoney, Raj Dutta, Pradeep Kumar, Angad Dutta

Planning Head: Ravichandran Ramanujan

Account Management: Gautam Kathpalia, Sajan Jerome

Production House: Fusion Films

Executive Producers: Allan D’souza, Geeta Laxman

Director: Shiv Parameswaran

Music artist: Thaikkudam Bridge

Client: Ajio

Chief Executive Officer: Vineeth Nair

Head of Marketing: Arpan Biswas

Content Director: Debangini Nath

Social Media Lead: Monalisa Panda

Brand Manager: Alisha Nanda

Dpty. Managers, Content and Social: Reema Arora, Aishwarya Chopra, Arjita Verma