Peter England is celebrating Onam with a youth-focused campaign featuring a rap anthem by Kerala artist The Imbachi. The track blends traditional festive rhythms with hip-hop, aiming to connect with Gen Z by making Onam feel both rooted and modern.
The campaign positions Onam as a mood and style statement, with Peter England’s festive collection complementing the anthem’s vibe. Brand leaders, Imbachi, and Ogilvy’s creative team emphasized authenticity, co-creation, and cultural relevance as the core of the initiative.
Marking a shift from traditional advertising, the campaign reflects Peter England’s larger vision to engage India’s youth through authentic cultural expressions that merge tradition with contemporary style.