Kerala, 28th August, 2024 – As Onam approaches, Eastern, a leading player in the Indian spice market and part of Orkla India, launches its Onam campaign, marking 40 years of delivering authentic flavors to Malayali cuisine. For four decades, Eastern has been at the heart of Onam celebrations, trusted by Malayalees worldwide as Kerala’s leading spice brand.

 Eastern’s deep-rooted connection with Kerala’s cuisine is reflected in its dominance in the market. With a penetration rate of more than 70%, Eastern Sambar Powder is the undisputed leader in Kerala, making it the preferred choice across the state. This unrivalled love and trust from consumers have made Eastern the No. 1 Sambar brand in Kerala, a legacy that the brand proudly brings to life in its new Onam campaign.

This year’s campaign is a heartfelt tribute to Eastern’s enduring legacy, celebrating four decades of bringing the rich culinary heritage of Kerala to life. As the true ‘son of the soil,’ Eastern has consistently ensured that each Onam dish is infused with the authentic taste that makes the festival so special. The campaign centers around Eastern’s Sambar Powder range, crafted to cater to the diverse palates of Kerala’s consumers. Eastern allows every family to enjoy their Sambar just the way they like it, preserving the authentic flavors that have been passed down through generations.

Commenting on the campaign, Mr. Manoj Lalwani, Chief Marketing Officer, said, “We are thrilled to unveil a TV campaign that beautifully encapsulates our 40-year journey. The film not only celebrates Eastern’s deep-rooted bond with Kerala but also highlights the brand’s 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.”