Edelweiss Tokio Life dances in the celebration of Onam

On the occasion of Onam, Edelweiss Tokio Life launched a digital film, recognizing first-ever women performers of the male-dominated Pulikali art form.

Commenting on their maiden Malayali film, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life said, “Some stories deserve to be told. Back in 2016, three women performed pulikali along with 500 men in Thrissur. In doing so, they inspired several other women to follow suit in the years to come. Stories about such women who break gender barriers resonate deeply with our brand.”

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Pulikali is a 200-year-old tradition, held annually as a part of Onam festivities. It symbolizes bravery and wild spirit. In September 2016, N A Vinaya, Divya, and Sakheena – members of the NGO Women Integration and Growth through Sports (WINGS) – participated in this folk art to break the age-old tradition of only men performing in these festivities. This film draws inspiration from their personal stories and captures the relationship of a mother-daughter duo. It takes the viewer through the daughter’s determination to become a pulikali performer, while her mother tries to persuade her otherwise.

“Festivals provide a unique opportunity to engage and build a connection with our target audience. This Onam, we wanted to create something special for our Kerala audience and we are extremely proud of the story we have chosen,” Gupta added.