From Hoardings to Hook-Steps, Wonderla Celebrates Onam the Malayali Way

India, 28, August 2025:As part of its Onam campaign this year, Wonderla Holidays Ltd., India’s largest amusement park chain, took festive greetings a notch higher by integrating a uniqueOut-of-Home (OOH) and digital campaign across Kerala. Conceptualised and executed largely in-house, the brand’s Onam campaign transformed large-format tower hoardings and metro pillars into vibrant hyperlocal conversations, while simultaneously releasing a high-energyOnam Anthemand hook-step on Instagram and Spotify—turning Onam greetings into a state-wide cultural moment.

Moving beyond conventional billboards, Wonderla used these high-impact spaces to build stronger brand connect and drive awareness in Kerala’s fast-growing urban hubs—making the entire state talk back in the distinct rhythm, slang, and swagger of each district. From Kozhikode’s iconic“Mmakku Wonderla Vittaalo”(“Bro, shall we go to Wonderla?”) to Kochi’s“Machane, Onathinu Wonderla Pidichaala”(“Dude, for Onam let’s hit Wonderla”) and Thiruvananthapuram’s playful“Dey Aliya, Onam Wonderlayil Set Aakiyaala”(“Hey buddy, how about Wonderla for this Onam”), every message was crafted in the local dialect, transforming hoardings into conversations that felt familiar, fun, and unmistakably Malayali.

Parallelly, theOnam Anthemamplified the festive mood ondigital platforms, celebrating Kerala’s energy and inviting audiences to join in through a catchyhook-step challenge. With this, Wonderla amplified the campaign across outdoor and digital platforms, encouraging participation, shares, and festive cheer.

Listen to the Onam anthem here, and watch the hook-step challenge here.

Speaking on the campaign,Dheeran Choudhary, Chief Operating Officer, Wonderla Holidays Ltd., said,“This Onam, we wanted to go beyond the usual and create a campaign that truly speaks the people’s language, exactly as they use it every day, across platforms. By capturing the pulse, humour, and unique identity of each district of Kerala both on physical and digital mediums, this campaign becomes more than advertising; it becomes a warm, local invitation to celebrate with Wonderla. It’s our way of paying tribute to the spirit of Onam—vibrant, proud, and joyfully rooted in Kerala.”

The strength of the campaign lies in its bold simplicity — not just translating words, but recreating the swagger, and humour of everyday conversations, along with the pulse and beat of Onam today.