Chennai: South Indian Bank (SIB) has unveiled a new Pongal campaign in Tamil Nadu that celebrates relationships, community, and the state’s enduring culture. Anchored by the tagline “Uravugal thaan Tamilagathin Valimai” – Relationships are the strength of Tamil Nadu – the campaign emphasizes the deep connections that have defined both the Bank and the communities it serves.
The Pongal film presents an evocative narrative set in a familiar Tamil neighbourhood. It captures the essence of the harvest festival through everyday moments – homecomings, intergenerational conversations, and the quiet warmth of togetherness – while seamlessly integrating South Indian Bank’s presence as a trusted and familiar institution in the lives of its customers.
“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,” said Easwaran S, DGM & Head – Chennai Region, South Indian Bank.
Commenting on the campaign, Ramesh K P, Head – Marketing, South Indian Bank, added, “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.”
Conceptualised by Human Stories and produced by First Picture Show Company, the campaign has achieved remarkable digital engagement, crossing 4 crore views within three days of launch across multiple platforms. The response underscores the campaign’s emotional resonance and reinforces South Indian Bank’s identity as a relationship-led bank deeply embedded in Tamil Nadu’s social and cultural fabric.
