This Onam, Peter England is bringing culture and cool together with a campaign that speaks directly to Kerala’s youth. The brand, known for dressing India with confidence, takes its first big step towards engaging Gen Z with an idea that feels fresh, rooted, and full of energy. At the heart of it is Kerala’s homegrown rapper, The Imbachi, who brings the voice and authenticity that make the campaign truly resonate with young audiences.

Bringing a fresh take on Onam in Gen Z’s style, the campaign is powered by a special anthem created by the rapper that spins Kerala’s festive rhythm into something vibrant, modern, and unmistakably young. More than a song, it is a mood — think the pulse of the chendamelam meeting the bounce of hip hop. The result is a sound that makes tradition feel new and impossible to ignore.

Commenting on the launch, Anil S Kumar, Chief Business Officer, Peter England, said, “If you wish to cater to the Gen Z today you have to be authentic and co-create to speak the language they most resonate with. Gone are the days when you make scripted ads. Today’s youth need a platform for expression and with our latest Onam drop ft. Imbachi we are trying to do just that. Imbachi has written and composed an original Onam track for us, and we’ve just let the garments aid their visual expression. With this we are very hopeful to be able connect with young Kerala and help them dress up on occasions like Onam. Keep waiting as Peter England embarks on a Genz journey on months to come as we create more & more for them.”

Speaking about the partnership, The Imbachi added, “Working with Peter England on this campaign has been an exciting journey for me. Onam is more than just a festival, it’s a feeling, like a wave of beautiful memories that rushes in every year. Mixing the vibrant and traditional energy of Onam with my sound just felt right. I still remember the excitement as kids, waiting to get our Onam outfits because fashion has always been a huge part of the celebration. And with all honesty, Peter England’s garments capture the spirit of Onam perfectly. The fits added that extra flair that matched the vibe of the song so well. I think we’ve created something festive, stylish, and totally in tune with how Kerala’s youth want to celebrate Onam today. Ee Onam, Scene Onam!” he added.

Puneet Kapoor, CCO, Ogilvy Bangalore added, “Our goal was to move beyond advertising and create something that Kerala’s youth could truly make their own. By weaving Peter England’s style with The Imbachi’s homegrown voice, we wanted the campaign to feel less like a brand message and more like a cultural expression. This was not just about fashion or music, it was about capturing the spirit of Onam in a way that feels current, and deeply connected to the times.”

This campaign marks the start of a new chapter for Peter England, one where the brand isn’t just advertising but co-creating cultural moments with the very voices it wants to speak to. By teaming up with The Imbachi, the brand has tapped into a force that reflects Kerala’s youth: fearless, rooted and refreshingly original. It signals a long-term vision to engage with young India in ways that feel authentic, relevant and exciting.

And while the beat sets the tone, the message is clear: dressing up for Onam isn’t about following rules, it’s about owning the moment. Peter England is giving Kerala’s youngsters the confidence to take tradition, remix it with style, and show up in a way that feels festive, modern and completely their own. Because when culture meets cool, Onam doesn’t just look different — it feels alive.