Myntra celebrates the confluence of festivities and trendsetting fashion

Myntra, India’s fashion, beauty and lifestyle platform, has announced 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 company stated in a press release.

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, it added.

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 tribute to the festival for every family, placing fashion at the heart of elevating these cherished moments, realised through Myntra’s Pongal collection, the company stated.

The campaign will include an ad film, and social media activations including promotion by more than 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.