Myntra’s `Palich Palich Pongal’ campaign celebrates confluence of festivities and trendsetting fashion

Bengaluru, January 9, 2024: Myntra, one of India’s leading fashion, beauty and lifestyle platforms, announces its new festive campaign, ‘Palich Palich Pongal’, to elevate Pongal celebrations with Myntra’s fashion, targeting people celebrating the festival, including those from the Tamil Nadu market. The Pongal festival is widely celebrated in southern India, including Andhra Pradesh, Telangana, Tamil Nadu, and Karnataka, to commemorate the harvest season, and has a cultural significance marking new beginnings. The diverse selection on Myntra transcends geographies, providing customers with a plethora of options to celebrate the festive season with much delight while also giving them the opportunity to express their unique cultural identities through their fashion choices. 

The campaign’s tagline ‘Palich Palich Pongal’, translating to ‘Bright and Glamorous Pongal’ in Tamil, captures the spirit of the festival’s focus on everything vibrant, shiny and new. The campaign serves as a heart-warming tribute to the festival for every family, placing fashion at the heart of elevating these cherished moments, realised through Myntra’s Pongal collection. The ‘Pongal Store’, live on the app, brings together a curated festive selection of 4 lakh+ styles from 1800 brands across categories for the entire family, from brands including Pothys, The Chennai Silks, Soch, Unnati Silks, Taneira, Kalamandir and many more, offering categories such as Veshti Sets, Traditional Dhotis, Shirts, Silk Kurtas, and Sarees. These selections will be available at incredible offers coupled with the convenience of a three-day delivery.  

The campaign will include an ad film, and social media activations including  promotion by 50+ Tamil-TG focused creators. The influencer collaborations and personalized Pongal Store underscore Myntra's commitment to becoming a trusted fashion destination in the region. The campaign is expected to reach more than 30 million people, with the ad film being presented to audiences on digital channels like Facebook and Google. 

Speaking on the festive campaign Vijay Sharma - Senior Director, Brand Marketing, Myntra, said, "The confluence of Tamil Nadu’s vibrant and rich culture and the constantly evolving fashion choices of people, allows us to build salience with the fashion-forward shoppers. The campaign brings to fore how Myntra fashion is an integral part of our customers’ key occasion moments. During Pongal, one of the biggest festivals of 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.”