Myntra, the popular Indian e-commerce fashion platform, has launched a new festive campaign, Palich Palich Pongal, to celebrate the upcoming harvest festival of Pongal in Tamil Nadu. The campaign is created by Cactus Productions and aims to elevate traditional Pongal celebrations with Myntra’s latest fashion offerings, catering specifically to the Tamil Nadu market.
Myntra: “Palich Palich Pongal” campaign
The tagline, “Palich Palich Pongal,” translates to “Bright and Glamorous Pongal” in Tamil, capturing the essence of the festival’s focus on everything vibrant, shiny, and new. The campaign serves as a tribute to Pongal, placing fashion at the heart of these cherished moments through Myntra’s curated Pongal collection.
A Glimpse into the Festive Spirit
The ad film unfolds in a quintessential Tamil household bustling with festive preparations for Pongal. Each family member, adorned in Myntra’s finest and vibrant attire, adds a touch of grace to the celebration. The ad beautifully showcases a resplendent display of sarees, kurtas, veshtis, and ethnic wear, highlighting the rich variety of options available across various brands for the occasion. Set against the backdrop of lively Tamil beats, the ad film encapsulates the essence of Pongal, where style seamlessly blends with tradition.
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Convenience at Your Fingertips
Myntra’s “Pongal Store,” accessible within the app, brings together a curated festive selection of over four lakh styles from 1800 brands, including renowned names like Pothys, The Chennai Silks, Soch, Unnati Silks, Taneira, and Kalamandir. To ensure timely celebrations, Myntra promises delivery within three days.
Reaching Millions
The festive campaign extends beyond the ad film, encompassing social media activations and promotions by over 50 Tamil-focused creators. Myntra aims to reach more than 30 million people through the campaign, with the ad film being presented to audiences on popular digital channels like Facebook and Google.
Vijay Verma – Senior Director, Brand Marketing at Myntra’s views
Commenting on the campaign, Vijay Sharma, Senior Director, Brand Marketing at Myntra, stated, “The campaign highlights how Myntra fashion is an integral part of our customers’ key occasion moments. During Pongal, one of the biggest festivals in the region, Myntra’s widespread offerings from brands native to this region along with many others promise to double the festive delight for the shoppers.”
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Conclusion
Myntra’s Palich Palich Pongal campaign effectively blends tradition with contemporary style, offering a compelling reason for customers in Tamil Nadu to embrace Myntra as their go-to destination for this festive season. With its curated collection, convenient delivery options, and extensive reach, Myntra is poised to make Pongal celebrations even more special for its customers.
