Kochi: This Onam, Mathrubhumi stepped away from the familiar visual language of Pulikali and Pookalam to ask a different question: what Kerala built with the values it has celebrated for generations?

Through its thoughtfully conceived campaign, ‘Manassil Ennum Maveli’ (The Spirit of Maveli Lives On), Mathrubhumi explores how the Kerala imagined in Maveli Nadu Vaneedum Kaalam has evolved over generations, and how its enduring values continue to find expression in the work and lives of people shaping the state today.

The campaign brings to the fore four inspiring stories: Padma Shri Meenakshi Amma, who has spent decades keeping the ancient martial art of Kalaripayattu alive; Padma Shri Kolakil Devaki Amma, recognised for her pioneering work in environmental conservation; Padma Shri Lakshmikutty, known for preserving and practicing traditional herbal medicine; and Devanand Devika Chandrashekhar, whose work in technology is focused on creating innovative solutions for Kerala’s future.

Rather than presenting them simply as symbols of Kerala’s heritage, the campaign focuses on the work they have created and the impact they continue to make —knowledge passed on through generations, ecosystems protected, traditional practices preserved, and contemporary challenges addressed through technology and innovation. In doing so, ‘Manassil Ennum Maveli’ shifts the focus of Onam from spectacle to substance and from ritual to relevance. It invites audiences to see the spirit of Maveli not as a memory of an idealised past, but as a set of values that continues to live through the people of Kerala. Conceptualised by Maitri, the campaign runs across film, print, radio and digital. The films explore everyone’s work and journey, while print and radio extend the larger idea to a wider audience.

Speaking about the campaign, M.V. Shreyams Kumar, Managing Director, Mathrubhumi, said: “As a newspaper, our responsibility is not only to report the world as it is, but also to recognise those who are helping shape the world as it should be. Through this campaign, we wanted to celebrate people whose work has quietly shaped Kerala through knowledge, craft and invention. It is their contribution and legacy that we wanted to bring to the fore.” Raju Menon, Managing Director, Maitri, said, "We wanted to move beyond the predictable visual language of Onam without moving away from what the festival stands for. This gave us an opportunity to celebrate people whose work is shaping Kerala in meaningful ways.” Miriam Paul, ACD, Maitri, said, “We are grateful to Mathrubhumi for the clear brief and the trust to take the idea forward. Mathrubhumi’s understanding of Kerala and its people gave us the freedom to look beyond the familiar and tell stories that feel deeply rooted in the state. "With Manassil Ennum Maveli, Mathrubhumi offers Onam a contemporary lens — looking at the Kerala of today through the values that have shaped it for generations and celebrating the people who keep the spirit of Maveli alive."