Continental Coffee celebrates Pongal with a culturally immersive Campaign

In a heartfelt celebration of Tamil Nadu’s rich cultural heritage and festive spirit, Platinum Outdoor partnered with Continental Coffee to bring alive a unique, culturally immersive OOH campaign for Xtra Strong Coffee across Chennai.

Moving beyond conventional outdoor advertising, the campaign transformed key city touchpoints into a vibrant, Pongal-inspired visual experience that resonated deeply with local audiences. The execution celebrated Tamil Nadu’s traditions through thoughtfully curated cultural elements including traditional Pongal pot installations, life-like sugarcane décor, banana leaf accents, rangoli-inspired artwork and rich festive colour palettes — turning everyday OOH formats into warm, festive moments. By turning Chennai into a canvas of festivity, warmth and tradition, the campaign set a new benchmark for culturally rooted OOH storytelling.

Commenting on the campaign, Seema Jain, Associate Vice President, Platinum Outdoor, said, “At Platinum Outdoor, we believe outdoor advertising delivers its greatest impact when it truly reflects the heart and pulse of the city it belongs to. Our Pongal campaign for CCL Xtra Strong Coffee is a testament to how deep cultural understanding, combined with thoughtful innovations and strong creative concept to execution, can build not just powerful visibility but true emotional connection. We are proud to collaborate with Continental Coffee in celebrating Tamil Nadu’s traditions, spirit, and people in a way that feels authentic, respectful, and creatively impactful.”

Preetam Patnaik – Head Consumer Marketing Continental Coffee, commented, “In Tamil Nadu, Pongal is more than a festival—it is a moment of pause, gratitude, and renewal. It begins with the rising sun, honours the land and the harvest, and celebrates the strength that fuels everyday life. That idea of strength is something Continental Xtra has always stood for. Not just physical strength, but the quiet resilience with which people start their mornings, pursue their livelihoods, and look ahead with hope. Which is why Pongal felt like a natural moment for us to show up – not as a brand seeking attention, but as one that understands the cultural heartbeat of the region. As Chennai prepared to welcome the festival, we wanted the city itself to feel that warmth. By bringing familiar Pongal elements into everyday outdoor spaces—pots, sugarcane, rangoli & colours; we aimed to turn routine city journeys into small reminders of celebration, tradition, and new beginnings.

This campaign is our way of saying that when a brand truly belongs to a place, it doesn’t just communicate. It participates, it respects, and it celebrates—just like the people it serves. This journey was strengthened by our partnership with Madison Platinum Outdoor, whose deep understanding of the medium and constant flow of thoughtful ideas helped shape an execution that felt both culturally rich and creatively impactful.”