Peter England and The Imbachi Launch Onam Anthem Ee Onam, Scene Onam

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 sp

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.