Dot Media turns Onam into a global festival through a creator-Led campaign with Eastern Condiments & Spices
Mumbai: Dot Media, one of India’s leading talent management agencies, is celebrating Onam with a vibrant global creator-led campaign in partnership with Eastern Condiments & Spices, a renowned brand for authentic Kerala spices and mixes. The initiative brings together 11 Malayali creators across the UK, Canada, and the USA, showcasing how the sights, smells, and tastes of Kerala can be recreated anywhere in the world.
Festivals are something that are to be celebrated with a community which takes you back to your own roots, through food no matter where you are and this particular campaign aims to highlight the same and celebrate the joy of Onam by recreating the traditional Onam Sadhya, a grand feast at the heart of Kerala’s festive celebrations, using Eastern Condiments & Spices’ hero product like Sambar Masala and other products such as Kashmeeri Chilli Powder, Turmeric and Coriander powder to bring authentic Kerala flavors to tables worldwide. Through this initiative, Dot Media and Eastern Condiments & Spices demonstrate how these products enable Malayalis abroad to recreate the true taste of home in their kitchens. The campaign also builds excitement around Eastern Condiments & Spices’ newly launched packaging, now available in India and the UAE, and soon to be introduced in ethnic local stores across the US, UK and Canada.
The creators showcased a dynamic range of content, reflecting multiple audience interests. From lifestyle and fashion inspirations to playful challenges and behind-the-scenes glimpses, each creator brought their unique voice to the conversation. This multi-niche approach not only engaged varied communities but also reinforced the brand’s versatility and contemporary appeal.
Mansi Sharma, Digital Marketing Manager (IB) from Orkla India – Eastern Condiments & Spices expressed, “Onam is all about togetherness, food, and cherished memories . Partnering with Dot Media has been an incredible experience, they helped us reach the correct target customers around the world and share the joy of Onam Sadhya in a way that feels authentic, heartfelt and would make them feel more closer to the culture. With 11 Malayali creators across the UK, Canada, and USA showcasing Onam Sadhya in Dot Media’s campaign, we’re thrilled about this collaboration and can’t wait to create more meaningful experiences together.”
Shubham Singhal, CEO and Co-founder of Dot Media commented, “This campaign has been such a joyful journey for us and we are happy to be a part of South India’s largest festival celebration. Working with Eastern Condiments & Spices and seeing our creators across the UK, Canada, and the USA bring the Onam Sadhya to life is truly inspiring. It’s wonderful to collaborate with a brand that values tradition as much as we do, and we’re excited to celebrate the festival together, across the world through food and storytelling, bringing the experience to a global stage.”
Through this collaboration, Dot Media and Eastern Condiments & Spices are not just celebrating a festival, they are creating a bridge between tradition and modern storytelling, bringing the joy, flavors, and spirit of Onam to Malayalis around the world. The campaign is a reminder that no matter where you are, home and heritage can always be celebrated with love, creativity, and a taste of Kerala. The final chapter of the campaign will be concluding today, with the 5 more creators going live with their content, completing the global celebration.
