Chennai, August 18, 2026: South Indian Bank celebrates Onam with its latest campaign, ‘Onam Orumayude Olam’, bringing alive the spirit of togetherness that lies at the heart of Kerala’s most cherished festival. Rooted in the state’s timeless traditions and the strength of its communities, the campaign celebrates how collective spirit and shared connections continue to keep Kerala’s cultural heritage alive.
The 90-second film narrates the story of a group of youngsters who come together to restore a forgotten snake boat through community crowdfunding, eventually inspiring veteran oarsmen to return to the waters. Set against the backdrop of the Alappuzha backwaters, the story brings together generations through a shared effort to revive a cherished part of Kerala’s boat race tradition.
The campaign draws from the realities faced by community boat clubs, where the increasing cost of maintaining centuries-old chundan vallams has made it challenging for some traditional boats to remain on the waters. At the heart of the film is the belief that when people come together, traditions can find new life and continue across generations.
Commenting on the campaign, P R Seshadri, Managing Director and Chief Executive Officer of the Bank, said, “Onam is a celebration of togetherness and shared traditions. Through ‘Onam Orumayude Olam’, we are paying tribute to Kerala’s cultural heritage while celebrating the collective spirit that keeps these traditions alive. As Kerala’s own Bank, we remain committed to supporting the communities and building relationships that define our state.”Ramesh KP, Head of Marketing, South Indian Bank, said, “Onam has always been a celebration of togetherness, and with ‘Onam Orumayude Olam’, we wanted to bring alive the power of people coming together with a shared purpose. The film beautifully captures how a group of young people, by bringing a community together, can revive not just a forgotten tradition but also rekindle the spirit of an entire generation. At South Indian Bank, ‘Investing in Relationships’ is a philosophy we have lived by since 1929, and this film reflects that belief that when we invest in people and the relationships that bind us, we can create possibilities that transcend generations. While the campaign is rooted in Kerala, its central idea is universal. Our aim is to create a meaningful connection with audiences that extends beyond the festive season and resonates with the enduring power of togetherness.”“Our vision for this ad was to capture the profound bond between the land and its people. We anchored our narrative on vallamkali, inspired by a majestic snake boat that had lain dormant for years due to financial hardship, only to be resurrected through the community’s collective funding. As the world’s largest team sport, its revival is the ultimate display of absolute synchrony—demanding extraordinary teamwork and proving that a true investment in relationships can breathe life back into a shared heritage.” Said, Sarat Prakash, Scriptwriter of the Ad Film.
Directed by acclaimed filmmaker Martin Prakkat, scripted by Sarat Prakash, the film features actor Kiran Peethambaran in a pivotal role. The campaign also extends beyond the film, with the chundan vallam featured in the story being restored as part of the production. The restoration gives a tangible dimension to the campaign’s message of revival, while helping preserve a part of Kerala’s boat race heritage.
As part of the festive campaign, South Indian Bank is offering attractive festive deals across its retail products such as Home Loans, Car Loans and Retail & Personal Loans to help customers fulfil their financial needs during the festive season. The campaign’s focus on community also connects with South Indian Bank’s Hyperlocal initiative, through which the Bank partners with businesses and brands that are part of customers’ everyday lives. South Indian Bank is associating with more than 40+ brands and its 250+ outlets across Kerala, enabling debit card holders to avail themselves of exclusive offers and discounts on purchases. Together, these initiatives reflect the Bank’s approach of building deeper connections with local communities through culture, commerce and everyday experiences.
