Amusement park giant blends hyperlocal outdoor ads with digital anthem and hook-step challenge to capture Kerala’s festive spirit
India, August 28, 2025: Wonderla Holidays Ltd., India’s largest amusement park chain, has rolled out a vibrant Onam campaign across Kerala, blending large-format outdoor advertising with high-energy digital activations. Conceptualised and executed largely in-house, the campaign transformed traditional OOH formats and festive greetings into engaging hyperlocal conversations while amplifying the celebration on Instagram and Spotify with an Onam Anthem and hook-step challenge.
Moving beyond conventional billboards, Wonderla deployed tower hoardings and metro pillars across Kerala’s key urban hubs, reimagining them as familiar district-level conversations. From Kozhikode’s playful “Mmakku Wonderla Vittaalo” (“Bro, shall we go to Wonderla?”), Kochi’s “Machane, Onathinu Wonderla Pidichaala” (“Dude, for Onam let’s hit Wonderla”), to Thiruvananthapuram’s catchy “Dey Aliya, Onam Wonderlayil Set Aakiyaala” (“Hey buddy, how about Wonderla for this Onam”), the campaign struck a chord by speaking in the dialect, rhythm, and slang of each district.
Complementing this hyperlocal outdoor push, Wonderla launched a festive Onam Anthem across digital platforms, paired with a high-energy hook-step challenge designed to spark participation, sharing, and festive cheer online.
Commenting on the campaign, Dheeran Choudhary, Chief Operating Officer, Wonderla Holidays Ltd., said: “This Onam, we wanted to go beyond the usual and create a campaign that truly speaks the people’s language, exactly as they use it every day, across platforms. By capturing the pulse, humour, and unique identity of each district of Kerala on both outdoor and digital mediums, this campaign becomes more than advertising—it becomes a warm, local invitation to celebrate with Wonderla. It’s our way of paying tribute to the spirit of Onam—vibrant, proud, and joyfully rooted in Kerala.”
The campaign’s strength lies in its bold simplicity and cultural authenticity—not just translating words, but recreating the swagger, humour, and festive rhythm of Kerala, making Wonderla’s Onam greetings feel personal and celebratory for every Malayali.
About Wonderla Holidays Ltd.
Wonderla Holidays Ltd. is India’s largest amusement park chain, operating world-class theme parks in Bengaluru, Kochi, and Hyderabad, along with a resort in Bengaluru. Known for its high safety standards, innovation, and memorable guest experiences, Wonderla has become a trusted name for family entertainment and leisure.
