Dot Media, a talent management agency, ran a global creator-led campaign in partnership with Eastern Condiments & Spices, a brand for Kerala spices and mixes. The campaign included 11 Malayali creators across the UK, Canada, and the USA, showing how Kerala’s traditional flavors and Onam Sadhya can be recreated abroad.
The campaign highlighted the celebration of Onam through the traditional Onam Sadhya, a grand feast at the center of Kerala’s festival. Using Eastern Condiments & Spices’ products such as Sambar Masala, Kashmiri Chilli Powder, Turmeric, and Coriander Powder, the creators showcased authentic Kerala flavors internationally. The campaign also promoted Eastern Condiments & Spices’ newly launched packaging, available in India and the UAE, and planned for ethnic local stores in the US, UK, and Canada.
The creators produced content across multiple formats, including lifestyle, fashion, challenges, and behind-the-scenes videos. Each creator contributed their approach to the campaign, reflecting different audience interests.
Dot Media and Eastern Condiments & Spices ran the campaign to connect tradition with modern storytelling and bring Onam’s flavors to Malayalis worldwide. The final chapter included five more creators publishing content, completing the global celebration.
Mansi Sharma, Digital Marketing Manager (IB), Orkla India – Eastern Condiments & Spices, said, “Onam is all about togetherness, food, and cherished memories. Partnering with Dot Media has been an incredible experience, they helped us reach the correct target customers around the world and share the joy of Onam Sadhya in a way that feels authentic, heartfelt and would make them feel closer to the culture. With 11 Malayali creators across the UK, Canada, and USA showcasing Onam Sadhya in Dot Media’s campaign, this collaboration just created more meaningful experiences together.”
Shubham Singhal, CEO and Co-founder of Dot Media, said, “This campaign has been such a joyful journey for us and we were happy to be a part of South India’s largest festival celebration. Working with Eastern Condiments & Spices and seeing our creators across the UK, Canada, and the USA bring the Onam Sadhya to life was truly inspiring. It’s wonderful to collaborate with a brand that values tradition as much as we do, and we were glad to celebrate the festival together, across the world through food and storytelling, bringing the experience to a global stage.”
