A Kochi-based design company 'Curiocity' recently launched a one of its kind online photo campaign.

Puttu backwaters Mammootty Mohanlal A campaign on what it means to be a Malayali
news #BeingMalayali Friday, August 19, 2016 - 15:26

You think Malayalis all over the world (and those on the moon) would miss a chance to flaunt their Malayaliness? Wrong. 

A Kochi-based design company 'Curiocity' recently launched a one of its kind online photo campaign called ‘Being Malayali’. The campaign saw Malayalis from all over the world narrating what it means for them to be one.

Wearing a t-shirt designed by the company that says ‘Being Malayali’, close to 100 people have already sent their photos to the firm, clicked at prominent landmarks across the world.

While some reminisced about places in Kerala such as Fort Kochi and Vadakkunnathan temple in Thrissur, some others wrote about how they missed puttu-kadala for breakfast.

#BeingMalayali is getting out of ‘Madras Mail’ early morning and searching for Puttu-Kadala at Chennai central railway station.

Malayalis can probably survive without alcohol, but not Mammootty and Mohanlal.

What is it being a Malayali ?
To have endless debates and fights over who is better ?
Lalettan or Mammookka !!!
Lalettan ki jaii !!! 

It is not just naadan kappa-fish curry and beef roast that non-resident Keralites seem to be missing out on, but Kerala-special ‘Kulikki Sarbath’.

That is our local mojito #kulukkisarbath#BeingMalayali is about the variety in cuisine!

Wonder what this special drink is? It’s a chilled lemonade with a twist.  For the uninitiated, watch this video:

Mammotty’s iconic dialogue from the 1995 movie ‘The King’ ‘was what one Malayali loves the most.

Sense Sensibility Sensitivity #BeingMalayali

And how can one not think about the green beauty of God’s Own Country?

#BeingMalayali is about having seas,beaches,rivers,paddy fields,backwaters,mountains,forests all within 100 km radius! 

Yes, that’s right.

It is nothing short of blasphemy to keep banana chips out of a discussion on Malayalis.

Number of banana chips packets you carry = number of friends you have.

Communism, communism and more communism.

#BeingMalayali is about naming your kids, Stalin,Lenin 

Why Curiocity

Though Kerala has much to boast about its culture, when it comes to gifting people something quintessential to the state, there are not too many options.

Unhappy with the fact that banana chips, chammanthi podi and coconut artefacts seemed like the only options for a Malayali to gift someone, 25-year-old Collins Samuel decided to promote local culture by designing a number of other products. 

The firm was officially launched with the #BeingMalayali campaign.

“When it comes to Kerala artefacts, we just don’t seem to have options other than Aranmula Kannadi and exotic coconut products. What we aim to do is to create an affordable collection of articles that have a distinct Kerala touch,” says Collins, who is the founder and principal designer of the company.


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