Ad Campaigns
Myntra’s ‘Palich Palich Pongal’ campaign celebrates the confluence of festivities
Mumbai: 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, Myntra senior marketing, brand marketing Vijay Sharma 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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
