Supplyco's AI campaign brings iconic Malayalam film moments back with an Onam shopping twist

Kochi: Leveraging nostalgia, artificial intelligence and iconic Malayalam cinema references, Supplyco has launched a series of innovative advertisements as part of its Onam campaign, aiming to boost sales to ₹450 crore during the festive season.

One of the campaign's most talked-about AI-generated videos recreates a memorable scene from old Malayalam movie ‘Mathilukal’. From behind the prison walls, Mammootty's character asks, "Where will Narayani go if I get out of here?" A voice immediately replies from the other side: "I'll go straight to Supplyco. There are great discounts there now."

The state-run retail chain has also released an AI-generated poster inspired by ‘Drishyam’, featuring Mohanlal's character Georgekutty arriving at Supplyco with his family to shop. The poster carries the playful tagline: "Supplyco first, then meditation, then..." — a nod to one of the film's popular dialogues.

The campaign extends to other familiar Malayalam film references as well. One video features a woman resembling actor Bindu Panicker, emerging from Supplyco laden with packets of spices while muttering, "Oh God, how will I carry all this?" Another shows a man in a jubba, reminiscent of Harisree Ashokan's Ramanan from the film ‘Punjabi House’, calling out, "Hey Sonia, there's a price reduction at Supplyco. Come along, welcome."

The campaign also includes AI-generated videos set to popular Malayalam songs. In one such clip, heavy rain pours outside as a householder smiles while sipping tea, with the classic song "Like a song of love, like a wave of beauty...(Anuraga ganam pole, Azhaginte ala pole) " playing in the background. The cosy scene is completed by steaming ‘pazham pori’(banana fritters) being fried in coconut oil, evoking a distinctly monsoon atmosphere.

By blending AI-generated visuals with beloved cinematic moments and everyday Kerala experiences, Supplyco is seeking to capture public attention and draw more shoppers to its stores during the Onam season.