Eastern Partners with The Nehru Trophy Boat Race for 71st Edition

Eastern, a leading player in spices, masalas and foods, has announced its latest brand campaign for the 71st edition of The Nehru Trophy Boat Race in association with the iconic Veeyapuram Chundan boat and the Village Boat Club (VBC) Kainakary. One of Kerala’s most iconic and fiercely contested Snake Boat Race, the event draws over 100,000 local and international spectators, to the waters of Punnamada Lake in Alappuzha each year, making it one of the state’s most celebrated cultural spectacles. The Nehru Trophy Boat Race is a vivid display of Kerala’s unity, strength, and tradition.

Link to campaign film: https://www.youtube.com/watch?v=Rma9qKaAmRc

Eastern has launched a visually compelling brand film that chronicles the inspiring journey of Veeyapuram village and Village Boat Club. From their humble beginnings to emerging as the runner-up in 2024, the film brings alive a story of resilience, teamwork, and community spirit. Through intimate storytelling, the film highlights how 100 rowers unite in perfect synchronization, mirroring Eastern's philosophy of bringing families and communities together. Beyond the film, Eastern has also rolled out on-ground activations and immersive experiences to bring audiences closer to the pride and energy of the festival.

Commenting on the association, Girish Nair, CEO of Eastern Business Unit, said: “As a trusted partner of the people of Kerala, Eastern is present in every aspect of life in the state—from everyday kitchens to cultural celebrations. We are proud to support and promote Kerala’s vibrant festivals and traditions. The Nehru Trophy Boat Race is not just a competition; it’s a symbol of unity, perseverance, and shared purpose—values we hold dear at Eastern.”

Elango M, Vice President, FCB India, said: “As Kerala’s own brand, Eastern’s gesture to associate with Kerala’s own festival is truly special. Being part of the state’s culture and traditions makes this association even more meaningful. Right from the very first day of the briefing from the Eastern team, the spirit of Alappuzha Vallamkali was alive in all of us. The energy, rhythm, and spirit of 'Vallamkali' were carried into the film, and I believe the team has succeeded in capturing the raw, real, and unfiltered emotions of Vallamkali.”

The partnership exemplifies Eastern’s ongoing commitment to cultural stewardship, a ‘true brand of Kerala’, that understands the power of tradition and deep cultural pride that makes Kerala unique. As Veeyapuram Chundan takes to the waters again this year, Eastern stands proudly with the team, and with every Keralite who shares the pride of this timeless legacy.