National | January 13, 2026: The moment the Pongal pot boils over, Tamil Nadu pauses to celebrate. It is the most powerful second of the Pongal festival. A sign of abundance, joy and new beginnings. This year, Flipkart, India’s homegrown e-commerce marketplace, transformed that 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 conceptualised by 22feet Tribal WW gamifies this cultural insight through an interactive microsite. To play and win, users need to 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. It’s when the biggest stars arrive, the loudest whistles echo and theatres come alive. So, Flipkart chose to launch its idea in the most fitting way possible. Through a full-blown theatrical trailer that matched the scale, emotion and spectacle of the season.
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.
