Pongal has evolved into a short, high-intent consumption window with brands moving away from momentary festive advertising towards experience-led, cultural storytelling, note industry observers
Experts note that while the key shift this year is towards measurability and screen-led planning, there is cautious optimism in advertiser sentiment
The initiative was conceptualised Havas
Advertisers from Tamil Nadu outline their plans for the Pongal festive season with respect to ad spends, marketing strategies, media mix and expectations
The Zomato campaign shows the relationship between a grandmother and her teenage granddaughter who comes home to celebrate the festival
As the southern states drown in harvest festivities, brands are upbeat about the renewed sentiment amongst customers this year
The ad film captures the festive spirit and the ancient cultural practices of Tamil Nadu
The ‘Sounds of Tamil Nadu’ campaign film is a montage of various visuals and sounds that are associated with the Pongal festival
With new restrictions due to the third wave, brands have accelerated digital adoption with changes in the media mix
While some industry heads point out that the response has exceeded expectations, other say the third-wave restrictions have affected the sentiments
The news website has also conducted interviews with celebrities from the Tamil entertainment and film industry to see how the stars are planning to celebrate the festival
The shows and films will air on 14th and 15th of January