Jallikattu, the annual bull sport held on the eve of Pongal, is a long-standing tradition in Tamil Nadu. Drawing from the same cultural context, Sunfeast Supermilk associated its Naatu Maatu Paal (native cow’s milk) positioning with the event through an on-ground activation.
The brand organised a series of activities at Palamedu, one of the main Jallikattu venues, which sees large public attendance during the festival. A Naatu Maatu Paal zone was set up at the venue, engaging families, children and local communities.
The activation included interactive games and informational elements focused on native cow breeds of Tamil Nadu and their cultural relevance. Digital features were used to share this information. A photo booth with life-sized portraits of the brand’s ambassadors, Sneha and Simran, was also part of the setup, allowing visitors to take photographs.
Commenting on the same, Mr Suraj Kathuria, Vice President (Marketing), Biscuits, Foods Division - ITC Ltd. said, “Through this activation, Sunfeast Supermilk continues to move beyond product-led communication to create culturally rooted experiences. By celebrating the purity of Naatu Maatu Paal against the backdrop of a tradition like Jallikattu, we aim to reinforce values of purity and goodness that have nurtured children of Tamil Nadu.”
As part of the digital outreach, influencer Sowmya Sathyaraj visited the activation with her family and shared the experience on social media, interacting with attendees and extending the brand’s message online.
