Nutella marks Pongal with culture-led creator retreat in Tamil Nadu

Nutella marked the Pongal festival with a curated cultural retreat titled ‘Pongal Taste Better with Nutella’, bringing together leading creators from Tamil Nadu for an immersive, tradition-led experience. Hosted at a seaside resort in Mahabalipuram, the initiative sought to connect festive customs, creative expression and food-led storytelling in a setting rooted in local heritage.

The retreat opened with a traditional Thapattam performance, welcoming guests with rhythmic drumming that reflected the celebratory spirit of Pongal. The arrival experience was designed to mirror customary festivities, with an emcee dressed in traditional attire, a rangoli installation at the entrance and a hero visual backdrop featuring Nutella, creating a recognisable focal point for the event.

Set against the backdrop of the coastline, the programme featured a range of interactive cultural activities. Guests participated in pottery-making and painting sessions inspired by Pongal motifs, alongside Nutella elements integrated into the creative process. These activities were designed to encourage hands-on engagement while offering creators opportunities to document and share moments from the retreat.

The venue also included a themed photo booth featuring bullock cart installations, a visual reference closely associated with harvest traditions. Live experience stations across the space carried Nutella branding, blending the product into the environment without disrupting the cultural setting. The overall format aimed to balance authenticity with contemporary presentation.

A central moment of the retreat was the traditional Pongal-making ceremony. Conducted at a dedicated Nutella backdrop, the ritual followed customary practices associated with the festival and highlighted the importance of gratitude and new beginnings. This was followed by a Bharatanatyam performance, which brought a classical cultural dimension to the programme and showcased the artistic heritage of Tamil Nadu.

Food played a central role throughout the day, reflecting Nutella’s focus on culinary storytelling. A traditional Pongal lunch was served, with select dishes incorporating Nutella as an ingredient. Regional favourites such as payasam and paniyaram were reimagined with Nutella, offering participants a blend of familiar flavours and contemporary taste interpretations. The menu aimed to demonstrate how the product could be adapted into local cuisines while retaining their core identity.

Commenting on the initiative, Zoher Kapuswala, marketing head, Ferrero India, said, “Pongal is a festival for gratitude, togetherness, and new beginnings. Through this immersive retreat, we wanted to honour Tamil Nadu’s cultural heritage while adding Nutella’s unique touch of creativity and indulgence. Moments like these reflect how Nutella seamlessly becomes a part of festive traditions across India.”

The retreat formed part of Nutella’s broader approach to engaging with regional cultures through experience-led marketing. By collaborating with local creators, the brand sought to extend the reach of the initiative through authentic, culturally grounded content shared across digital platforms.

With its 2025 Pongal celebration, Nutella continued its focus on creating culturally relevant experiences that connect food, tradition and creativity. The Mahabalipuram retreat reflected an effort to engage with local festivals in a manner that respects regional customs while introducing contemporary brand narratives.