Jallikattu, the annual bull sport held on the eve of Pongal, stands as an enduring symbol of Tamil tradition shaped by generations of cultural participation. From the same cultural roots emerges the legacy of Naatu Maatu Paal (native cow’s milk) – a promise of trust that lies at the heart of Sunfeast Supermilk.

Building on this shared heritage, Sunfeast Supermilk stepped into the celebratory spirit of Jallikattu with a vibrant on-ground activation bringing together families, children and local communities: through a series of engaging and culturally-rooted activities. The brand’s dedicated Naatu Maatu Paal zone was setup at the epicenter of festivity, Palamedu, the venue attracting over a lakh in footfall.

Alongside interactive games and physical engagement at the zone, the brand thoughtfully encouraged visitors to learn more about the traditional native cow breeds of Tamil Nadu and their cultural significance through modern, digital-first elements. A social-first photo booth featuring live-sized portraits of the brand’s eminent ambassadors, Sneha and Simran, also welcomed families to capture memorable moments from the event.

Commenting on the same, Mr Suraj Kathuria, Vice President (Marketing), Biscuits, Foods Division ITC Ltd. said, “Through this activation, Sunfeast Supermilk continues to move beyond product-led communication to create culturally rooted experiences. By celebrating the purity of Naatu Maatu Paal against the backdrop of a tradition like Jallikattu, we aim to reinforce values of purity and goodness that have nurtured children of Tamil Nadu.”

Further, amplifying the on-ground experience, popular influencer Sowmya Sathyaraj visited the activation with her family and documented the celebrations through a digital-first lens, interacting with attendees and extending the brand’s message across social platforms.