Aashirvaad Gives Maveli’s Iconic Pot Belly a Fit Twist

KOCHI:
For years, Maveli’s iconic pot belly has been as much a part of Onam as the festivities themselves. But what happens when the beloved king returns without it? This Onam, Aashirvaad Atta brings a delightful twist to Kerala’s most recognisable festive character through its latest digital video campaign. Aashirvaad re-imagines a ‘Fit Maveli’ using humour and cultural familiarity and builds on the evolving conversation around the importance of daily balanced meals and exercise. 

Maveli, also known as Mahabali, is an integral part of Onam celebrations across Kerala. Traditionally depicted as a plump, jovial king with a prominent pot belly, his image continues to be brought alive across streets, homes and celebrations during the festival. Aashirvaad’s latest film takes this familiar imagery and gives it a contemporary spin – A fit maveli reminds the children of the importance of a routine of diet and exercise, and to enjoy Sadhya on Onam keeping the festive spirit alive.

Rather than positioning festive eating as something to avoid, Aashirvaad uses the humour of ‘Fit Maveli’ to highlight the idea that balance can be part of everyday life while festivals remain occasions to celebrate food, culture and tradition. The film keeps the message simple and relatable, using a character that every Malayali can instantly recognize.

Commenting on the campaign, 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.”

The campaign highlights the changing food habits seen in Kerala, where atta and chapati have increasingly found a place alongside rice in everyday meals to build a balanced plate which is not only filling, but nutritious also. Conversations around balanced eating, including recommendations from doctors, nutritionists and dietitians to include chapati alongside rice, have contributed to the growing familiarity and acceptance of atta in Kerala households.

Speaking about the evolving food choices among consumers in Kerala, Nutrition expert Ms. Sweety Gopi (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.”

Through this Onam film, Aashirvaad brings together culture, humour and an evolving food conversation, showing that while Maveli may have embraced a more balanced everyday routine, there is always room for a grand Sadhya when Onam arrives.