South Indian Bank has launched a new Pongal campaign in Tamil Nadu that focuses on relationships, cultural familiarity and a sense of rootedness. The campaign reflects the bank’s long-standing presence in the state and its emphasis on building trust-led connections with local communities.
At the centre of the campaign is a Pongal film that presents a simple narrative set in a recognisable Tamil neighbourhood. It follows everyday moments associated with the harvest festival, capturing homecomings, intergenerational conversations and the shared warmth that characterises Pongal celebrations. These scenes are used to reflect how the festival brings families and communities together.
Within this familiar setting, South Indian Bank is portrayed as a consistent presence in people’s lives. Rather than positioning itself through overt product messaging, the bank is woven into the narrative as a trusted institution that has grown alongside the community. The film presents the bank as part of the social fabric, reinforcing its role beyond financial services and into long-term relationships.
The campaign is anchored by the Tamil tagline ‘Uravugal thaan Tamilagathin Valimai’, which translates the idea that relationships are the true strength of Tamil Nadu. This message aligns with South Indian Bank’s philosophy of ‘Investing in Relationships since 1929’. By drawing a parallel between cultural values and its own approach to banking, the brand seeks to underline its belief that sustainable progress is built on enduring human connections.
Beyond the festive setting, the film highlights what the campaign refers to as the invisible wealth of the state, including its people, shared values and social bonds. This approach positions Pongal not only as a cultural celebration but also as a reflection of continuity, trust and collective resilience. The storytelling remains grounded in everyday life, avoiding heightened drama in favour of relatable situations.
Speaking about the campaign, Easwaran S said, “This Pongal, we are celebrating relationships that are built on trust and shared values, which resonate deeply with the people of Tamil Nadu. Through this campaign, we are presenting narratives that reflect everyday life and community bonds. Complementing these stories, we are also offering a wide portfolio of products along with attractive festive offers for our customers across the state.”
The campaign also supports the bank’s commercial objectives during the festive period, with a focus on engaging customers through relevant offerings while maintaining an emotional connection. The integration of products and offers is positioned as a complement to the broader narrative, rather than its primary focus.
Commenting on the campaign, Ramesh K P said, “Tamil Nadu is an integral market for South Indian Bank, with strong relationships built over time. This campaign reflects our sense of belonging to the state. The Pongal film reinforces our positioning as a neighbourhood bank that understands regional sensibilities, celebrates local festivals and remains closely connected to the communities we serve.”
From a marketing perspective, the campaign reflects a regional storytelling approach that prioritises cultural insight and local relevance. By focusing on a widely celebrated festival and everyday experiences, South Indian Bank aims to reinforce familiarity and trust among its audience in Tamil Nadu.
The campaign was conceptualised by Human Stories and produced by First Picture Show Company. Through this Pongal initiative, South Indian Bank continues to use culturally rooted narratives to strengthen its association with community values and long-term relationships in the state.