The Association of Mutual Funds in India (AMFI), in collaboration with Laqshya Media Group, launched a unique Onam activation at Cochin International Airport from August 25 to September 5. The 12-day campaign blended Kerala’s festive traditions with experiential engagement to spread awareness about the benefits of disciplined investing.
The highlight was a life-sized replica of Kerala’s iconic snake boat, a cultural symbol of teamwork, discipline, and perseverance. AMFI drew parallels between these values and the principles of systematic, long-term investing.
Designed and executed by Laqshya Media Group, the activation offered travelers an immersive experience. A 3D boat installation, set against a large LED screen with animated dreamscapes, allowed passengers to step in, select their dream destination, and capture memorable moments. Destinations like the Gateway of India, Eiffel Tower, Statue of Unity, and Statue of Liberty came alive through dynamic animation, linking the concept of disciplined investing with limitless aspirations.
Atul Shrivastava, Executive Director and CEO, Laqshya Media Group, said: “We wanted to create something more than just an installation, it had to be an experience. By blending Kerala’s cultural symbol with modern digital engagement, we’ve ensured that AMFI’s message travels far beyond Cochin International Airport. This is experiential OOH at its most impactful.”
With the airport’s high festive footfall, the campaign was expected to reach over two lakh travelers.
Navneet Munot, Chairman, AMFI, said, “Onam is a celebration of joy, togetherness, and aspirations. By associating with Kerala’s cultural icons like the Snake Boat Races and creating an immersive dream installation at Cochin Airport, we aim to inspire families to think about their life goals and how disciplined mutual fund investing can help them achieve those goals. This initiative is yet another step in taking financial awareness to the heart of Bharat in a way that is culturally resonant and emotionally engaging.”
Adding to this, Venkat N Chalasani, Chief Executive, AMFI, said, “Onam is a celebration of heritage, perseverance, and hope – values that also resonate with smart investing. Whether it’s the unwavering endurance of snake boat rowers or the imagination of travellers visualising dream destinations through 3D animation, our message remains clear: consistency and discipline lead to long-term rewards. Through a vibrant mix of on-ground engagement, out-of-home digital displays, and regional activations, our Onam campaign empowers investors across Kerala with the knowledge and confidence to make informed financial decisions — today and for the future.”
With this initiative, AMFI and Laqshya have set a new standard for festival-led brand experiences, showing how culture and creativity can drive meaningful awareness.
