Flipkart gamifies Pongal ritual with interactive digital experience by 22feet Tribal WW India
The moment the Pongal pot boils over, Tamil Nadu pauses to celebrate. It is the most powerful moment of the Pongal festival, a symbol of abundance, joy and new beginnings. This year, Flipkart, India’s homegrown e-commerce marketplace, and 22feet Tribal Worldwide India have transformed this iconic cultural ritual into a high-impact, tech-driven activation that felt both joyful and unmistakably Flipkart.
Inspired by the traditional Pongal ritual, the new campaign gamifies this cultural insight through an interactive microsite. To play and win, users must time the Pongal boil perfectly – the higher the foam rises, the better the deals they unlock on Flipkart.
Pongal is also the biggest weekend for Tamil cinema, when the industry’s biggest stars arrive, the loudest whistles echo and theatres come alive. To match the scale and spectacle of the season, Flipkart launched the idea with a full-blown theatrical trailer, designed to feel every bit as celebratory and cinematic as Pongal itself.
Pratik Shetty, Vice President, Growth & Marketing, Flipkart, said: “Pongal’s boiling over of the pot is a powerful symbol of hope, abundance, and celebration. With this campaign, we wanted to honour this moment while reimagining it in a way that is participative, engaging and native to today’s digital first consumers. By turning it into an interactive experience through playful technology!”
Vishnu Srivatsav, National Creative Head, 22feet Tribal WW, said: “The Pongal pot boiling over is the most significant moment when it comes to Pongal celebrations. And to have a tech led activation idea that is integrated into this moment is something both fun and quintessentially Flipkart. Because we’re bringing excitement and brand connect into a fundamentally cultural moment. And let’s not forget that Pongal isn’t just a traditional festival, it’s also an important occasion for Tamil Cinema where the most important and the biggest movie releases happen. So, it was great fun to use the theatrical trailer format to promote our idea.”
By weaving technology into the heart of the celebration, Flipkart created a shared moment. One that lived inside every Tamil home and turned a deeply traditional ritual into a new age expression of excitement and connection.
Credits
Creative: Vishnu Srivatsav, Shyam Nair, Saloni Agarwal, Pavithra Nair, Dhwani Shah, Midhun MT, Kiran Kumar, Rahul Mokhasi, Saurabh Mahaldar, Aparajita Sharma
Tech: Deelip Vemula, Manoj Jagannath, Naveed Mohammed, Hemanth KN, Gagan Yadiyala, Sujith Aravind, Sudhir Kachare
Strategy: Sanchari Chakraborty, Samita Balakrishnan
Business: Vanaja Pillai, Shikha Davessar, Yash Dabi, Zubin Sheriff, Nancy Murjani, Varsha S Varna
Production House: Mothership Productions, Karan Shetty
Finance: Tapas Baral
Brand: Pratik Shetty, Meenal Maheshwari, Jui Chahure
