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Tag: Pongal

  • Commemorates Pongal by transforming buses into moving art installations

    Asian Paints offerings for TN

    By Our Staff

     

    Asian Paints has unveiled initiatives to capture the spirit of Pongal, with an attempt to resonate with the people of Tamil Nadu. The special heritage-inspired festive pack of Asian Paints Royale Glitz, their luxury interior emulsion, adds colour and becomes a bridge to tradition.

     

    Adding to the festive cheer, 22 MTC buses have been transformed into art showcases adorned with designs inspired by the Asian Paints Royale Glitz special edition festive packs.

     

    Speaking on this occasion, Amit Syngle, CEO and MD of Asian Paints Limited, said: “Asian Paints has been a part of the homes, festivities and culture of Tamil Nadu for decades. The rich culture of the state has inspired us to do something truly special this year – our first-ever festive pack of Asian Paints Royale Glitz inspired by the rich culture of Tamil Nadu, and the transformation of 22 MTC buses into moving canvases. We wholeheartedly embrace the spirit of Pongal, and these initiatives are our gift to the people of Tamil Nadu, adding to the celebrations of this diverse and vibrant community.”

     

    Added Thanish Thomas, Co-Founder, XXL Collective: “The Chennai Bus Project turns MTC buses into mobile canvases of cultural storytelling, bridging the past and present, making heritage both accessible and engaging. It is a vision to turn routes into roots, allowing every commuter to engage with the state’s rich traditions in a tangible way. This project marks the start of a broader movement to bring cultural wealth to the masses, ensuring that every journey within Chennai becomes an immersive experience of Tamil Nadu’s collective history and vibrant culture.”

     

    Sharing thoughts on the initiative, Dr Alby John, Managing Director, Metropolitan Transport Corporation (MTC), Chennai, said, “The Metropolitan Transport Corporation (MTC) recognizes how buses play a pivotal role in the city’s social and cultural landscape. This initiative, in collaboration with Asian Paints and XXL Collective, transforms our buses into dynamic cultural hubs, breathing new life into the daily commute and enriching the urban experience. This initiative marks a significant step towards reimagining public spaces as arenas of cultural engagement and celebration in Chennai.”

     

     

  • The regional film celebrates the eclectic sounds of Pongal celebrations in Tamil Nadu

    Lowe Lintas celebrates Pongal with Tata Coffee Grand

    By Our Staff

     

    Tata Coffee Grand, the coffee brand from the house of Tata Consumer Products, has released a festive film celebrating the various sounds that reflect the unique spirit of Pongal with the ‘Sounds of Tamil Nadu campaign’.  It celebrates the unique sounds of the harvest festivity this Pongal along with its ‘Shik Shik Shik’ campaign

     

    Talking about the film, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Our campaign of Tata Coffee Grand launched last year, synonymizes the word ‘Coffee’ with the sound i.e. Shik-Shik-Shik – which represents the sound heard when the Tata Coffee Grand jar or pack is shaken! We have gone a step ahead this year and have extended the ‘shik shik shik’ proposition to the sound of the Pongal festivities, to capture the excitement of the festival along with the emotions of drinking coffee. These festivities are not just reflected in the visuals but also in the unique sounds that reverberate throughout the harvest season. In highlighting this, we are happy to launch our new film which doubles up as a feast to the senses and has a distinct sound design that celebrates the festive taste of Tamil Nadu”.

     

    Commenting on the campaign idea, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas South added: “Pongal is a festival that the people of Tamil Nadu hold very close to their hearts, resulting in a joyous tapestry of celebratory sights and sounds. What’s striking is that many of the authentic sounds of Pongal are expressed as triplets. This is exactly the same aural mnemonic we have used to bring our product USP to life: the ‘Shik Shik Shik’ of the packet representing the Tata Coffee Grand crystals. The wonderful interplay of musical triplets, the rich festive hues, and the catchy sound of the pack, all come together seamlessly. To create a film that is as aurally arresting as it is visually resplendent.”

     

  • An extension of the ‘Mere Baal, Meri Jaan’ campaign, the new film highlights how a woman’s hair is reflective of her identity

    Parachute Advansed celebrates women…

    By A Correspondent

     

    Marico Limited’s premium Parachute Advansed brand has launched a campaign for Pongal 2021. Showcasing different hair looks that exemplify different forms of expression, Parachute Advansed urges women to express their authentic self.

     

    Conceptualised by VML Y&R, against the backdrop of Pongal, the new TVC depicts various women in their festive looks.

     

    Speaking on the new campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Parachute Advansed has always been every woman’s ally in her journey of creating a unique identity. With nurturance and authenticity at the core, it has enabled today’s women to express themselves. This year on Pongal, the brand aims to celebrate them through a distinctive campaign that brings to life this unique personification forging a deeper connect.”

     

    Added Venkatagiri Rao, CCO, VMLY&R SEA & India: “For Pongal, we wanted to send out a message that even the most revered traditions only become more rich and alive when people add their own colour and spin to it. The Parachute Advansed campaign invites women to celebrate Pongal by unabashedly celebrating their own identities and hair choices. As a hair care brand, it’s important to support those who don’t have that freedom of self-expression, even in this day and age, by putting the topic out there and leaning into it. Thanks to the unique and robust Tamil style of music that underpins the campaign, a topic as everyday as hairstyles gets infused with unbridled energy and flair that feels very uniquely Tamil, and also gets the spotlight it deserves.”