India’s dairy major Amul, known for its topical and culturally relevant advertisements, has rolled out a new creative for Onam, drawing inspiration from a dance move that recently went viral worldwide.
The ad, shared on social media, features the brand’s iconic blue-haired mascot dressed in a traditional pattupavada and sunglasses, performing the popular “aura farming” dance. The trend originated after 11-year-old Rayyan Arkan Dhika from Indonesia showcased the move during a festival, making it a global internet sensation.
Cultural references done right
Set against the backdrop of Kerala’s backwaters, the creative incorporates familiar Onam symbols. A chundan vallam (snake boat) appears in the frame, with the legendary King Mahabali, or Maveli, positioned at its end, reflecting the festival’s traditional imagery. The boat is also seen carrying an assortment of dairy products, each depicted as rowing through the waters. The brand shared it on social media handles with a caption stating “Ee Onam On Aavatte, Aaghoshangalude Aura Koodatte” (May this Onam arrive, and may the aura of celebrations grow).
Social media reactions
The video quickly drew attention online, with users acknowledging the ad’s creative approach. “Everybody is a gangster at making ads until the real gangster arrives,” one comment read, while another said, “Always subtle, relatable, and fun.”
Onam, Kerala’s harvest festival, is celebrated over 10 days during the Malayalam month of Chingam, which typically falls between August and September. The festival commemorates the mythical King Mahabali’s return to visit his people and marks a season of abundance and togetherness. This year, the celebrations began on August 26 and will culminate with Thiruvonam on September 5. Boat races, folk dances like Thiruvathira, and vibrant decorations are integral to the celebrations, symbolising Kerala’s rich heritage and communal harmony.