Flipkart has launched a Pongal-themed campaign in Tamil Nadu, drawing on the festival’s traditional moment when the Pongal pot boils over, a ritual that symbolises prosperity and new beginnings.
Conceptualised by 22feet Tribal WW, the campaign centres on an interactive microsite inspired by the Pongal ritual. Users are invited to participate by timing the moment of the Pongal boil; the higher the foam rises, the more deals are unlocked on Flipkart.
The campaign was launched during the Pongal period, which also coincides with a major release window for Tamil cinema. Flipkart introduced the initiative through a theatrical trailer aligned with the season’s film releases.
Pratik Shetty, Vice President, Growth & Marketing, Flipkart said, “Pongal’s boiling over of the pot is a powerful symbol of hope, abundance, and celebration. With this campaign, we wanted to honour this moment while reimagining it in a way that is participative, engaging and native to today’s digital first consumers. By turning it into an interactive experience through playful technology!”
Vishnu Srivatsav, National Creative Head, 22feet Tribal WW said, “The Pongal pot boiling over is the most significant moment when it comes to Pongal celebrations. And to have a tech led activation idea that is integrated into this moment is something both fun and quintessentially Flipkart. Because we're bringing excitement and brand connect into a fundamentally cultural moment. And let's not forget that Pongal isn't just a traditional festival, it's also an important occasion for Tamil Cinema where the most important and the biggest movie releases happen. So, it was great fun to use the theatrical trailer format to promote our idea.”
The campaign combines cultural tradition with a digital format, aiming to engage users during the festival period by linking a familiar ritual with an online experience.
