Celebration held at Peter England’s newly inaugurated Kochi MG Road store, blending tradition with contemporary culture
Kochi, (Kerala) [India] September 05, 2025: Peter England, the brand known for dressing India with confidence, proudly announced a unique cultural initiative this Onam. The brand has collaborated with dynamic Kochi-based rapper The Imbachi to create an exclusive and original Onam anthem titled Ee Onam, Scene Onam.
The Imbachi is a renowned rapper and musician from Kochi, Kerala, celebrated for his distinctive style that often incorporates Malayalam lyrics with contemporary hip-hop beats. He has a massive following among the youth and is known for his authentic and ground-breaking contributions to the Indian independent music scene. The anthem, which is a modern take on the traditional Onam celebrations, draws inspiration from the vibrant energy of Kerala’s harvest festival and gives it a rhythmic, urban beat that speaks to today’s youth.
In a first-of-its-kind initiative for the brand, this anthem is designed to reimagine the celebration of Onam for a new generation. It is a modern, vibrant musical piece that captures the core spirit of the festival – unity, joy, and abundance – while blending contemporary rap and music with the traditional essence of Kerala’s heritage. Bringing a fresh take on Onam in Gen Z’s style, the special anthem 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.
This Onam Anthem was launched in Kerala at an event that was held today at Peter England’s newly inaugurated store located on MG Road, Pullepady, Kochi.
Commenting on the launch, Anil S Kumar, Chief Business Officer, Peter England, said, “Onam is a festival that celebrates new beginnings, prosperity, and togetherness – values that resonate deeply with our brand. With this collaboration, we wanted to honour these traditions while also connecting with the youthful energy of Kerala. The Imbachi’s unique style and local roots made him the perfect artist to create an anthem that is both authentic and excitingly fresh. This is our way of wishing everyone a truly contemporary and joyous Onam.”
Speaking about the partnership, The Imbachi expressed, “Working with Peter England on this anthem 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 collection captures 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!”
Complementing the anthem, Peter England also unveiled its premium festive collection – Masterpieces. This line is inspired by the rare creations of nature that beautifully come alive through bold prints, rich textures, and fashionable detailing. Designed to blend the grandeur of tradition with a modern edge, the Masterpieces collection offers expressive silhouettes and statement-making designs, giving today’s youth a stylish and confident way to celebrate the season.
Peter England has always been at the forefront of merging tradition with contemporary trends, and this collaboration is no exception. The brand’s commitment to embracing diversity and creativity aligns perfectly with the spirit of Onam. This anthem not only honours the cultural heritage of Kerala but also invites people to see the festival through a modern lens.
Ee Onam, Scene Onam anthem is expected to set the tone for a fresh approach to festive celebrations, blending music, culture, and style!
About Peter England:
Peter England is one of the most loved and largest menswear brands in India. It sells more than 14 million garments every year across 1100+ exclusive stores, 3500+ multi-brand outlets and 800+ towns. The brand also holds a strong e-commerce presence. Peter England has been voted as India’s Most Trusted Apparel Brand for 7 consecutive years by the Economic Times Brand Equity Survey. The brand is committed to offering varied styles across categories at affordable prices. Peter England was first launched in India by Madura Fashion and Lifestyle (previously known as Madura Garments) in the mid-price segment in 1997; the company acquired the world rights for the brand in 2000. What began as a brand of honest shirts in 1997, in India, is today a complete lifestyle brand with merchandise available every day and for all special occasions. The brand’s formal wear range of crisp formal shirts, well-tailored suits, jackets & trousers combines high fashion and impeccable fits along with a wide selection of highly curated looks for modern professionals. The casual wear range is a highly eclectic line of washed cotton shirts, denim, cargo bottoms, graphic tees, Polos, and winter wear. The ‘Select’ line brings together premium formal wear with an emphasis on fine detailing with a hint of colour, comfort, and panache. While the assorted collection of ties, pocket squares and belts assert a distinctive style statement from the newly launched innerwear line ensure the highest comfort and great fit. While the brand continues to expand across India, it introduced a brand-new retail identity called the Peter England Men’s Obsession, which is large format store housing over 2000+ unique designs at an unmatched value, all the while delivering a young, vibrant shopping experience for all.
Aditya Birla Lifestyle Brands Limited
Aditya Birla Lifestyle Brands Limited (ABLBL), a part of the Aditya Birla Group, is a leading branded apparel company with a comprehensive portfolio of marquee lifestyle brands. As of December 31, 2024, the Company operates a retail footprint of over 4.7 million sq. ft., comprising 3,305 exclusive brand outlets, presence across 37,000+ multi-brand outlets, and over 7,000 shop-in-shops in department stores across the country.
The Company’s brand portfolio includes India’s most established and trusted names—Louis Philippe, Van Heusen, Allen Solly, and Peter England—each with a legacy of over 25 years. These brands have consistently delivered sustained growth, driven by a sharp focus on design-led innovation, category expansion, and operational excellence across product lines spanning formal, casual, and occasion wear.
ABLBL has built a strong presence in the innerwear and athleisure market through Van Heusen Innerwear, which has rapidly scaled its distribution network across India.
The Company’s portfolio is further enhanced through strategic partnerships with leading international brands including Simon Carter, American Eagle and Reebok. American Eagle has emerged as one of India’s most preferred premium denim brands, while Reebok—transitioned under the Company’s management in 2022—has expanded its footprint across multiple channels. Simon Carter continues to strengthen its position in the premium menswear segment through its distinctive design language and curated collections.
For further information, please contact: Janet Arole | AVP & Head, Corporate Communications, Aditya Birla Fashion and Retail Limited (ABFRL) | [email protected]
