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Celebrating the harvest festival of Pongal, Flipkart, India's e-commerce giant, and Cycle Pure Agarbathi, a 75-year-old legacy brand have partnered to create the ‘Scent of Pongal’, a unique initiative designed to bring the fragrance of the festival to people celebrating away from home. Recognizing the special place that the aroma of Pongal holds in people’s hearts, the specially curated fragrance captures the essence of the festival.

The campaign conceptualised by DDB Mudra and 22feet Tribal Worldwide goes beyond traditional gifting by offering an immersive experience through two engaging activations. The first initiative involves placing diffusers at bus shelters across Chennai and Coimbatore, releasing the nostalgic fragrance of home to commuters. As they wait, the scent transports them back to home, family, and cherished Pongal memories.

Meanwhile, in Bengaluru, Flipkart delivered specially curated Cycle Agarbathi packs to customers via Flipkart Minutes, their hyperlocal arm, allowing them to experience the ‘Scent of Pongal’ with every order placed in the days leading up to the festival.

These innovative installations offer a multi-sensory experience that brings communities together, bridging tradition with modernity. This partnership is a seamless blend of heritage and innovation, celebrating tradition while catering to the evolving preferences of today’s consumers.

Speaking on the collaboration, Arjun Ranga, managing director, Cycle Pure Agarbathi said, “Pongal is a celebration of gratitude, prosperity, and community, and we are honoured to partner with Flipkart to bring this essence to homes across India. Our exclusive fragrance and immersive activations aim to celebrate the deep cultural significance of Pongal while creating memorable, meaningful experiences for customers nationwide. This collaboration reaffirms our commitment to preserving traditions and innovating for the future. At Cycle Pure Agarbathi, we take pride in crafting experiences that resonate with the soul of India’s festivals. Together with Flipkart, we are proud to spread the fragrance of joy, one home at a time.”

Sharing insights into the creative vision Priya Shivakumar, creative head, DDB Mudra and Vishnu Srivatsav, creative head, 22feet Tribal Worldwide said, “We all know the power that scent has, to trigger memories and emotion. This is especially true when it comes to festivals, and it’s the reason why the reality of our celebrations today can never match up to the way our memories have kept the scents of our childhood festivities alive. That’s why we decided to use the power of scent to evoke a sense of nostalgia and take the people of Tamil Nadu back in time to experience that authentic Pongal from their childhood all over again. With the sweet smell of Pongal lingering in the air, it was heartening to play a small part in the loudest Pongal-O-Pongal cheer this year.”