Lifestyle Onam campaign: 10M+ views driving store footfall across Kerala

What we were up against

Onam is the single biggest fashion-shopping moment in Kerala — the Onakkodi tradition means nearly every family buys new clothes for the festival. But it is also the most crowded retail window of the year, with regional textile giants and national chains all flooding the market with festive offers. Lifestyle (Landmark Group) needed to own the "where to shop for Onam" conversation and, crucially, convert online buzz into real walk-ins across its Kerala stores — not just views — in a discount-driven market where local textile brands enjoy deep loyalty.

How we attacked the problem

• 1

  Built a Kerala-first creator mix — fashion, family, and lifestyle creators who shop for Onam themselves and whose audiences are local, purchase-ready Malayali families

• 2

  Anchored the creative on the Onakkodi ritual, positioning Lifestyle as the one-roof destination for the whole family's festive wardrobe — menswear, womenswear, kids, footwear, and accessories

• 3

  Made every piece store-led, not just product-led: real in-store hauls, fitting-room try-ons, and "come shop with me" walkthroughs filmed inside named Lifestyle stores

• 4

  Geo-mapped creators and store tags by city — Kochi, Kozhikode, Trivandrum, Thrissur — so each creator drove footfall to the store nearest their audience

How it played out

What actually happened

The campaign generated 10M+ Instagram views across Kerala and a measurable surge in store footfall through the Onam window, with creator content concentrated on the highest-intent shopping days. Geo-tagged store walkthroughs turned festive browsing into in-store visits, and Lifestyle's Kerala stores recorded one of their strongest Onam footfall weekends to date.