Chandrika, a soap brand, has launched a special TV commercial for Onam. The ad connects the brand with Kerala’s Onam festival traditions and highlights Chandrika as an important part of the celebrations, especially for women who have used it for generations.
This campaign, conceptualized by the creative agency Karikku Bounce, represents Chandrika’s deep understanding of Kerala’s socio-cultural fabric, where the brand has been a trusted household companion for generations. The TVC highlights Chandrika’s decades-long legacy in Kerala households through contemporary storytelling that bridges generational connections, positioning the brand’s integral role in daily lifestyles and cherished celebrations like Onam.
The film features actresses Devika Sanjay and Manohari Joy and shows a typical Onam morning. It begins with Devika getting ready for the festival, only to find her Chandrika soap missing, taken by a mischievous child. This leads to a lighthearted chase through a Kerala home decorated for Onam, with pookalams, swings, and garlands. The film ends with Devika finding the soap and sharing a moment with her grandmother, reinforcing the message: It’s not Onam without Chandrika.
The campaign is currently live across television and digital platforms, including YouTube, ensuring widespread reach during the festive season.
Speaking on the campaign launch, Mr. Prasanna Rai, Senior Vice President, Marketing, WiproConsumer Care & Lighting, shared, “This Onam campaign is a heartfelt tribute to the women of Kerala who have welcomed us into their homes and hearts for over eight decades. Chandrika has always been more than just an Ayurvedic soap; it has become a beloved part of their family heritage. The narrative, with its playful chase and touching moment between grandmother and granddaughter, beautifully captures how deeply intertwined Chandrika is with the spirit of Onam just like the pookalam or the sadya. Through this campaign, we are reaffirming our commitment to honouring and celebrating the timeless traditions and values that our consumers hold dear.”
