Illustrative study · Pongal ad film & OOH
A family sweets-and-spices brand going national, with Pongal as its first big campaign.
Note: Marigold Pantry is a fictional brand. This study shows the kind of brief we take and how we would approach it; it does not describe a real client or claim real results.
The brief
A Madurai kitchen brand with a loyal local following wanted to sell across Tamil Nadu and to families abroad.
A Madurai kitchen brand with a loyal local following wanted to sell across Tamil Nadu and to families abroad. The obvious Pongal plan was a discount banner and stock sugarcane imagery — the same thing every brand posts in the second week of January.
We would build the campaign around one line about the first pot of pongal in a new home, produce a sixty-second Tamil film for TV, OTT and YouTube, and adapt it into hoardings along the Madurai–Chennai corridor. Paid would carry only that story, with separate flights for Tamil Nadu and the diaspora, and a short creator series filmed in real kitchens.
The aim: a festival campaign that feels like a family ritual rather than an ad, and a film asset the brand can recut for Deepavali.
“Pongal is a feeling before it is a sale.”
The line the campaign would be built around
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Tell us what you are launching, who needs to hear it and what can't be said. We reply within two working days with how we would approach it.
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