Kollam: Every year, Onam refreshes Kerala with joy and festivity. But this Onam, something new is in the air. Something fresh, fashionable and foot-tapping and very bold, is captivating Kerala, as it ushers in Onam festivities. The new track, #KeralamMaariyo, co-produced by India’s hottest fashion brand AJIO and Kerala’s coolest rock band Thaikkudam Bridge, starring Kalyani Priyadarshan, the new face of the bold southern film industry is taking Kerala by storm.
The catchphrase “Keralam Maariyo” roughly translates into “Has Kerala changed?”, and underlines brand AJIO’s belief in challenging the status quo. The track is already generating eyeballs and conversations on the subject, provoking people to look at the changing facets of societal and cultural norms in Kerala. The anthem was released on all channels across Kerala and other parts of India in the form of a 2.5-minute music video, and a 30-second TV commercials.
In sync with the anthem, AJIO has just launched a curated Onam collection that gives a modern twist to the traditional Kasavus and Mundus. The AJIO Onam collection has a mix of fusion wear, western wear and traditional wear across categories – denims, athleisure, casuals etc. For the modern Malayalee, the Onam collection offers a wide array of gifting ideas, including clothes, gold coins, watches, home and living products.
The #KeralamMaariyo campaign is an ode to Kerala’s love for cultural experimentation. The song pays tribute to the progressive side of Malayalee culture, where tradition and modernity co-exist in stunning harmony. Be it music or art, dance or fashion, language or religion, Kerala is ever-changing and ever-experimenting. Proudly creative. Proudly traditional. Proudly progressive. AJIO is proud to be the style partner of this changing Kerala and offer array a stylish merchandise to complement the new avatar.
