Milk meets muscle as Sunfeast Supermilk joins Jallikattu festivities

MUMBAI: When tradition charges ahead, brands follow and this Pongal, Sunfeast Supermilk chose to run with the bulls. Drawing from the deep cultural roots shared by Jallikattu and Naatu Maatu Paal (native cow’s milk), Sunfeast Supermilk marked the iconic Tamil festival with a large-scale on-ground activation at Palamedu, the epicentre of the annual bull sport. The initiative unfolded amid footfalls crossing one lakh visitors, turning the celebration into a meeting point of heritage, families and festivity.

At the heart of the action was the brand’s Naatu Maatu Paal zone, designed as a space for physical play, interactive games and community engagement. Beyond the energy of the arena, the activation encouraged visitors, especially children to discover more about Tamil Nadu’s native cow breeds and their cultural importance, blending tradition with digital-first storytelling.

Adding a social-media-friendly flourish, a photo booth featuring life-sized visuals of brand ambassadors Sneha and Simran drew families eager to capture keepsakes from the celebrations, while reinforcing the familiar faces associated with the brand.

Speaking on the initiative, ITC Ltd vice president for (marketing) biscuits and foods division Suraj Kathuria said the activation reflected a shift from product-first messaging to culturally grounded experiences. By linking the purity of native cow’s milk with the legacy of Jallikattu, the brand aimed to underline values long associated with childhood nutrition in Tamil Nadu.

The on-ground buzz was further amplified online, with influencer Sowmya Sathyaraj visiting the venue with her family and sharing moments from the festivities across social platforms, extending the reach of the celebration beyond Palamedu.

As Pongal continues to blend age-old customs with contemporary expression, Sunfeast Supermilk’s Jallikattu presence showed how heritage-led storytelling, when rooted in place and people can still strike a modern chord.