Chennai, Jan 08: South Indian Bank (SIB) has launched a new Pongal campaign in Tamil Nadu that celebrates relationships, familiarity and a deep sense of rootedness-values that have long shaped the Bank’s enduring presence in the state.
The Pongal film, available here: https://www.youtube.com/watch?v=_aelKdswOrE, unfolds as a simple, evocative narrative set in a familiar Tamil neighbourhood. As families come together to celebrate the harvest festival, the film gently captures moments from everyday life-homecomings, conversations across generations, and the quiet warmth of togetherness that defines Pongal. Seamlessly embedded within these moments is South Indian Bank’s presence, portrayed not just as a bank, but as a trusted and familiar institution that has long been part of the community’s lived experiences.
Anchored by the tagline ‘Uravugal thaan Tamilagathin Valimai’, the campaign draws a powerful parallel between the strength of Tamil Nadu’s culture and South Indian Bank’s own philosophy of ‘Investing in Relationships since 1929’. The film goes beyond festive visuals to highlight the invisible wealth of Tamil Nadu-its people, bonds and shared values-echoing the Bank’s belief that lasting relationships are the foundation of enduring progress.
“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 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”.
The campaign has witnessed exceptional digital traction, striking a deep emotional chord with audiences through authentic storytelling and reinforcing South Indian Bank’s identity as a relationship-led bank. Conceptualised by Human Stories and produced by First Picture Show Company, the film crossed over 4 crore views within just three days of launch across multiple digital platforms, underscoring its powerful resonance and widespread appeal.
