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Pongal 2026 began this mid-January, and brands across categories, from consumer goods to technology, once again lined up to mark the harvest festival with creative posts. Running from January 14 to 17 this year, the four-day celebration holds particular significance in Tamil Nadu and parts of South India, though it shares the calendar with Makar Sankranti celebrations in northern states.
The festival's timing around the Tamil New Year and its focus on gratitude make it a natural moment for brands to connect with audiences in the region. Each day carries its own rituals: Bhogi on day one, the main Surya Pongal on day two, Maatu Pongal honouring cattle on day three, and Kaanum Pongal closing out the festivities on day four.
For marketers, Pongal represents a chance to tap into regional sentiment, particularly in Tamil-speaking markets where the festival's cultural weight runs deep. From incorporating the traditional kolam designs and clay pot imagery to referencing the communal cooking of the sweet pongal dish, brand creatives typically lean into the festival's visual and thematic vocabulary.
This year's creatives reflect that familiar pattern, posts that acknowledge the harvest.
Let’s take a look at how brands showed up for Pongal 2026.
Wendy's India
Amul
Paper Boat
Google India
Haldiram's
Nerolac Paints
Pulse Candy
Nutricafoods
Nilkamal
IIFL Finance
Did you come across any other brands posting the Pongal creatives? If yes, then share it with us at content@socialsamosa.com or post it in the comments section below.