Aashirvaad Atta has launched a digital video campaign for Onam, featuring a fit version of Maveli to build on the conversation around daily balanced meals and exercise.
Maveli, also known as Mahabali, is depicted in Kerala’s Onam celebrations as a king with a pot belly. Aashirvaad’s latest film takes this imagery and introduces a fit Maveli who reminds children of the importance of a routine of diet and exercise, and to enjoy Sadhya on Onam.
Rather than positioning festive eating as something to avoid, Aashirvaad uses the character to highlight that balance can be part of everyday life while festivals remain occasions to celebrate food, culture, and tradition.
Anuj Rustagi, Chief executive, Staples Business Unit, Foods Division, ITC Ltd. said, “Onam is deeply rooted in Kerala’s culture with Maveli among its most loved symbols. By depicting a fit Maveli, we wanted to give this familiar character a playful contemporary twist. Atta and chapati have become part of increasing number of Kerala households reflecting the evolving everyday food choices.
“Through this film, Aashirvaad builds on this conversation in a joyful rather than a prescriptive way. The message is simple – healthy everyday habits – nutritious, balanced meals and regular exercise, go hand in hand with celebrating Onam with its cherished Sadhya and traditions that make it so special,” Rustagi said.
The campaign highlights changing food habits in Kerala, where atta and chapati are increasingly included alongside rice in everyday meals to build a balanced plate. Conversations around balanced eating, including recommendations from doctors, nutritionists, and dietitians to include chapati alongside rice, have contributed to the acceptance of atta in Kerala households.
Sweety Gopi, Nutrition expert, Apollo Adlux Hospital, Kochi, said, “Rice has long been a staple in Kerala households, and today, consumers are increasingly exploring ways to bring greater variety to their everyday meals. Including whole wheat chapati alongside other staples can be a simple way to introduce dietary fibre and other nutrients into the diet. Pairing it with vegetables, pulses, curd and other lean protein-rich. foods can further contribute to a wholesome and satisfying meal.
“Alongside food choices, regular physical activity, adequate hydration and mindful portions play an important role in supporting overall health. These are practical, everyday habits that can be followed while continuing to enjoy the traditional foods and festive indulgences that are an integral part of Kerala’s food culture,” Gopi said.
