Flipkart rolls out Pongal campaign rooted in tradition

As the Pongal pot boils over, Tamil Nadu pauses to celebrate a moment steeped in hope, abundance and joy. This year, Flipkart reimagined this iconic cultural ritual through a high-impact, tech-driven activation that was both festive in spirit and unmistakably Flipkart in execution.

Drawing inspiration from the traditional Pongal ritual, the new campaign conceptualised by 22feet Tribal WW gamifies this cultural insight via an interactive microsite. Participants are challenged to time the Pongal boil perfectly—the higher the foam rises, the better the deals they unlock on Flipkart. To introduce the idea, the brand rolled out a grand, theatrical trailer that mirrored the scale, emotion and spectacle synonymous with the Pongal season.

Commenting on the campaign, Pratik Shetty, Vice President – Growth & Marketing, Flipkart, said, “The boiling over of the Pongal pot is a powerful symbol of hope, abundance and celebration. With this campaign, we wanted to honour that 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, added, “The moment the Pongal pot boils over is the most significant part of the celebration. Integrating a tech-led activation into this cultural moment felt both fun and quintessentially Flipkart. It brings excitement and brand connect into a deeply rooted tradition. Pongal is also a major moment for Tamil cinema, with some of the biggest releases of the year, which made the theatrical trailer format the perfect way to launch and amplify the idea.”