Eastern celebrates 40 years of flavor with new Onam campaign

With the festive season of Onam drawing near, Eastern, a noteworthy name in the Indian spice market and a part of Orkla India, has unveiled its Onam campaign, celebrating 40 years of bringing authentic flavors to Malayali cuisine. For four decades, Eastern has been an integral part of Onam celebrations, earning the trust of Malayalees worldwide as Kerala’s pioneering spice brand.

Eastern’s strong connection with Kerala’s culinary traditions is evident in its market dominance. With a penetration rate exceeding 70%, Eastern Sambar Powder stands as the unrivaled leader in Kerala, making it the preferred choice across the state. This deep-rooted consumer trust has cemented Eastern’s position as the No. 1 Sambar brand in Kerala—a legacy proudly showcased in the brand’s latest Onam campaign.

This year’s campaign is a heartfelt tribute to Eastern’s enduring legacy, celebrating four decades of enriching Kerala’s culinary heritage. As a true ‘son of the soil,’ Eastern has consistently ensured that every Onam dish is infused with the authentic flavors that make the festival so special. The campaign highlights Eastern’s Sambar Powder range, designed to cater to the diverse tastes of Kerala’s consumers, allowing each family to enjoy their Sambar just the way they like it, while preserving the traditional flavors passed down through generations.

Commenting on the campaign, Manoj Lalwani, Chief Marketing Officer, said:  “We are excited to unveil a TV campaign that beautifully captures our 40-year journey. The film not only celebrates Eastern’s deep-rooted connection with Kerala but also underscores our commitment to preserving and enhancing the state’s rich culinary traditions. It is a vibrant, nostalgic journey through the decades, showcasing how Eastern Spices has been an integral part of every Onam celebration, from traditional family feasts to modern-day gatherings.”

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