Souhrida Sangamam

KAAA's Celebration of Unity & Camaraderie

Kochi, June 23, 2022 — The Kerala Advertising Agencies Association (KAAA) marked the beginning of the Onam season with Souhrida Sangamam, an event designed to celebrate unity and camaraderie among its members. Held in Kochi on June 23, 2022, this gathering brought together key figures from the advertising industry across Kerala to share ideas, strengthen connections, and prepare for the vibrant festivities that Onam brings.

Onam: A Season of Hope and Market Revival

Onam, the most celebrated festival in Kerala, symbolizes prosperity, hope, and unity. It’s a time when markets awaken, and the entire state comes alive with joyous celebrations. For the advertising industry, Onam is not just a cultural event but also a crucial period for market stimulation. The KAAA recognizes the festival's significance and its potential to invigorate the industry, making Souhrida Sangamam a pivotal event in setting the stage for the season.

In the wake of challenging times, from the flood season of 2018-19 to the market disruptions caused by the pandemic in 2020-21, the advertising landscape has undergone significant changes. Digital proliferation and the collapse of traditional models have energized and refreshed the market, steering it towards new horizons. As Onam approaches, there is renewed optimism that this season will not only boost the Kerala market but also contribute to a fifty per cent stimulation at the national level. The KAAA has taken the initiative to lead these efforts, ensuring that the industry is well-prepared to capitalize on the opportunities that Onam presents.

Celebrating Unity and Collaboration

Souhrida Sangamam was more than just a formal gathering; it was a vibrant celebration of unity, reflecting the spirit of Onam. The event served as a platform for KAAA members to come together, discuss the evolving market dynamics, and collaborate on strategies that would drive growth during the Onam season.

The presence of prominent media representatives, including Vishnu (AGM, Mathrubhumi), Satish Kumar (Sun TV), D. Paulson (Times of India), Anil Devan (24 News), and many others, added significant value to the discussions. These discussions underscored the importance of adapting to market changes and leveraging Onam’s potential to revive consumer interest and stimulate economic activity.

KAAA State President Raju Menon presided over the event, emphasizing the association’s commitment to fostering collaboration and mutual respect among its members. The gathering also saw contributions from Chief Patron Joseph Chavara, Former President James Valapil, State General Secretary Rajeevan Elayavur, and other key figures who highlighted the importance of unity in navigating the challenges ahead.

Onam: A Time for Hope and Renewal

As Onam approaches, the KAAA and its members are focused on harnessing the spirit of the season to drive positive change in the industry. Onam is not just a festival; it’s a time for renewal, hope, and celebration. The KAAA is dedicated to ensuring that this Onam, the advertising industry in Kerala will not only meet but exceed expectations, contributing to the overall growth and prosperity of the state.

The discussions and strategies formulated during Souhrida Sangamam will play a crucial role in activating the market, benefiting consumers, and reviving the industry. The KAAA’s initiative and leadership in this regard are a testament to its commitment to the industry and its members.

Looking Forward: A Prosperous Onam

As the event concluded, there was a palpable sense of excitement and anticipation for the Onam season. The KAAA and its members left Souhrida Sangamam with a renewed sense of purpose, ready to embrace the opportunities that Onam brings.

With Onam on the horizon, the KAAA is confident that this season will mark a significant turning point for the industry, setting the stage for future growth and success. The association’s efforts to unite its members and drive market activation during Onam are sure to yield positive results, making this Onam a truly special occasion for all.