കൊല്ലത്തിലൊരിക്കലല്ല — Pallimukku Grand Inauguration. Aliya's Electronics.

The brief

Aliya's Electronics is already a known name in Kollam — the Kadappakkada showroom is the brand's home address, and a generation of Kollam households have bought a fridge, a washing machine, or their first AC from there. The Pallimukku location had been around but the brand had renovated it into a proper second flagship — bigger digital section, dedicated kitchen-appliance floor, refreshed showroom design. The launch had to land like an event, not an update.

The brief, in three lines: make Kollam know the Pallimukku showroom is open and worth visiting; pack the place on inauguration day with a real spot-win lucky draw and an up-to-70% opening discount; and use the moment to step-change Aliya's social-media presence — from a steady local-brand account into something that pulls 100,000+ followers and stays in conversation. The campaign needed to feel like a Kollam celebration, not a corporate retail launch.

The idea — "കൊല്ലത്തിലൊരിക്കലല്ല"

Campaign design and ad copy came from Favor Francis (Favor Mash), founder of OBW India and one of Kerala's most respected ad consultants. The line he wrote — "കൊല്ലത്തിലൊരിക്കലല്ല. ഇനി കൊല്ലം മുഴുവൻ ആഘോഷം" — is the kind of writing that doesn't translate. "Kollathiloraikkalalla" plays on two meanings at once: Kollam is the city, but ഒരിക്കല്‍ (orikkal) means "once." So the line reads simultaneously as "not just once in a while" and "not just in Kollam." Then the second half flips into a triplet across three reveal posts: ആഘോഷം (celebration) → ലാഭം (profit) → സന്തോഷം (joy). One idea, three angles, same wordplay holding it together.

Adsomia's job from there was execution. Favor wrote the campaign; we built the channel architecture that delivered it to Kollam — OOH, lucky draw tickets, influencer roster, social content calendar, multi-stakeholder inauguration logistics, and the photography + production around brand ambassador Bhavana Menon.

How we ran it — event, OOH, social, all on the same beat

The campaign was timed to a single date: Saturday, August 9, 10:30 AM, at the Pallimukku showroom. Everything else was structured around that moment — a pre-launch teaser wave on social, OOH visible the week before, lucky-draw tickets in distribution, then the inauguration itself, then a sustained post-event content roll-out that kept the brand in the feed for the next month.

Bhavana Menon carried the brand ambassador role — opening the showroom on inauguration day, posting from the event to her own audience, anchoring the visual identity of the campaign across hoardings + posters + Instagram creatives. Around her, three local-government figures shared the stage to mark different parts of the showroom: Naushad MLA opened initial sales, Mayor Honey Benjamin inaugurated the digital appliances section, and Ward Councillor Hamasath Beevi inaugurated the renovated kitchen-appliance floor. That kind of stakeholder coordination — four people, four schedules, one camera-ready 30-minute window — is the kind of work that doesn't show up in the campaign deliverables list but determines whether the event actually happens.

On the lucky draw — every visitor on inauguration day got a ticket. One name drawn from the box won ₹50,000 in spot cash. Hourly smaller prizes ran across the day. The mechanic was simple, the floor stayed busy, and the resulting first-party data — names + mobile numbers from the ticket capture — fed straight into Aliya's WhatsApp marketing for ongoing offers.

What it looks like when it works

Aliya's was already known in Kadappakkada. The work was to make Pallimukku a destination — not just a second branch. By inauguration weekend, the showroom was full, the spot-win mechanic had captured several hundred ticket entries (data that's still feeding ongoing WhatsApp campaigns), and the social-media tail kept the brand in feed for weeks after the event.

The 100K-followers milestone landed on the back of the campaign — a step-change from where the account had been pre-launch. Bhavana's sustained posting, the wordplay tagline being shared organically, and the inauguration-day stakeholder coverage (which earned its own local news pickup) compounded into reach that no single channel would have delivered alone.

Most importantly for the brand: Pallimukku stopped being "the other Aliya's" and started being the destination location. That's the brand-equity outcome behind the follower number. Numbers were the proof; the positioning was the work.

What Adsomia delivered

Adsomia was the execution agency on the campaign — Favor Francis (OBW India) led creative direction and ad copy; we built and ran everything else:

• →OOH planning + production — hoardings, posters, sunpack placements across Kollam district
• →Lucky-draw ticket design + print + distribution mechanic — front-side spot-win, back-side Instagram QR for first-party data capture
• →Brand-ambassador coordination — Bhavana Menon shoot, scripting, schedule, content rollout calendar across pre- + during- + post-event
• →Multi-stakeholder inauguration logistics — Naushad MLA office, Mayor Honey Benjamin's office, Ward Councillor Hamasath Beevi, plus Bhavana's team — coordinated to a single Saturday-morning 30-minute window
• →Influencer programme — local Kollam-relevant creators carrying the launch + post-event content
• →Instagram-led social media programme — content calendar, posting cadence, comment engagement, the 100K milestone celebration post
• →Pre/during/post-event content production — photography, video, social cutdowns, the three-post tagline reveal sequence
• →Performance reporting — follower growth, ticket capture, post-event engagement metrics — tied back to the launch as a single campaign

Campaign credits

• →Campaign Design + Ad Copy — Favor Francis (Favor Mash), Founder, OBW India
• →Execution + Production — Adsomia
• →Brand Ambassador — Bhavana Menon
• →Client — Aliya's Electronics
• →Inauguration stakeholders — Naushad MLA (initial sales), Honey Benjamin (Mayor, digital section), Hamasath Beevi (Ward Councillor, kitchen floor)