South Indian Bank has unveiled a new Pongal campaign in Tamil Nadu that places everyday relationships and community life at the heart of its storytelling. Moving away from overt festive imagery, the campaign highlights trust, familiarity and long-standing cultural values as the true strength of the region.

Set in a recognizable Tamil neighborhood, the film captures simple, intimate moments associated with the harvest festival – family gatherings, inter-generational conversations and shared daily routines. Rather than positioning itself as the central focus, South Indian Bank appears as a quiet, consistent presence woven into the fabric of local life, reflecting its long-standing relationship with the state.

Anchored by the line “Uravugal thaan Tamilagathin Valimai” (Relationships are Tamil Nadu’s strength), the narrative draws a parallel between the importance of human connections in Tamil society and the bank’s enduring presence in the region. The campaign consciously shifts attention from celebratory spectacle to cultural continuity, people and shared values.

Commenting on the initiative, Easwaran S, DGM & Head – Chennai Region, South Indian Bank, said the campaign celebrates relationships built on trust and common values that resonate deeply with people in Tamil Nadu. He added that alongside the emotional storytelling, the bank is also offering a wide portfolio of products and festive offers for customers across the state.

Ramesh K P, Head – Marketing, South Indian Bank, noted that Tamil Nadu remains a core market for the bank, shaped by relationships nurtured over time. The Pongal film reinforces South Indian Bank’s positioning as a neighbourhood bank that understands regional sensibilities and stays closely connected to local communities.

Conceptualised by Human Stories and produced by First Picture Show Company, the digital-first campaign reportedly crossed four crore views within three days of its launch, signalling strong audience resonance.