Tang Drink Onam Campaign
Design Agency Ogilvy Mumbai - Collabaration Upsurd Campaign ONAM TANGY TALES. Concept illustration.
This creative inaitiative brought together local artists, children, and the community to transform mundane spaces into captivating murals that radiate the essence of Kerala’s beloved harvest festival. The campaign started with conceptual illustrations crafted by Upsurd’s talented design team. These illustrations were inspired by Onam’s timeless symbols, including the grand pookalams (floral carpets), the iconic King Mahabali, the snake boats, and the festive joy of traditional dances like Thiruvathira. These visuals were then brought to life on public walls by a group of local artists, who skillfully translated the digital designs into large-scale masterpieces. Adding a special touch, children from the local community joined the artists, painting and contributing their creativity to the murals. Their involvement emphasized the campaign’s community-driven spirit, making the project not just about art but also about connection, culture, and celebration.
