# Pongal 2027 ad campaign ideas

> Thai Pongal 2027 is Friday 15 January, with Bhogi on the 14th and Mattu and Kaanum Pongal on the 16th and 17th. A four-day ad plan, angles and mistakes.
- **Author**: Marxx
- **Published**: 2026-11-01
- **Category**: Festivals
- **URL**: https://marxx.ai/library-campaigns/pongal-ad-ideas

---

Thai Pongal 2027 is on **Friday 15 January**, the second day of a four-day festival (Drik Panchang; checked 2026-10-20). Bhogi is Thursday 14 January, Mattu Pongal is Saturday 16 and Kaanum Pongal is Sunday 17. Treat it as four moments, one per day, with the main buying before Bhogi.

## The dates

| Day | 2027 | What happens |
|---|---|---|
| Bhogi | Thursday 14 January | Homes are cleaned, old things are cleared and a bonfire is lit |
| Thai Pongal | Friday 15 January | Sweet rice is cooked in an earthen pot and offered to the Sun god, Surya |
| Mattu Pongal | Saturday 16 January | Cattle are honoured |
| Kaanum Pongal | Sunday 17 January | Families and friends visit each other |

In 2026, Thai Pongal fell on Wednesday 14 January. Sources: Drik Panchang for [2027](https://www.drikpanchang.com/festivals/pongal/thai-pongal-date-time.html?year=2027) and [2026](https://www.drikpanchang.com/festivals/pongal/thai-pongal-date-time.html?year=2026), which puts the 2027 Sankranti moment at 9:14 PM on 14 January, and the unofficial holiday lists on [Public Holidays](https://publicholidays.in/tamil-nadu/) and [Office Holidays](https://www.officeholidays.com/countries/india/tamil-nadu/2027), which also show Pongal on 15 January 2027. Public Holidays calls its 2027 dates estimates, so check the state's own list when it is out. Drik Panchang describes Bhogi as the day before Thai Pongal, Mattu Pongal as the next day and Kaanum Pongal as the last day. The Wikipedia page on [Pongal](https://en.wikipedia.org/wiki/Pongal_%28festival%29) describes what happens on each day. Makar Sankranti falls on the same days elsewhere in India: see [Makar Sankranti ad ideas](/campaigns/makar-sankranti-ad-ideas) for the other regions.

## A plan by day

| When | What to run |
|---|---|
| From mid-December | Gifts, new clothes, gold, appliances, Pongal pot sets and kolam kits |
| Bhogi | "Out with the old": home decor, cleaning and exchange offers |
| Thai Pongal | Greetings, sweets, sugarcane and new-pot sets. Tamil copy |
| Mattu Pongal | Farm and cattle products, rural outreach, family gifts |
| Kaanum Pongal | Outings: restaurants, films, short trips, family photo offers |
| After | A [Republic Day](/campaigns/republic-day-ad-ideas) sale on 26 January |

Work back from delivery. Say you want parcels by Wednesday 13 January and shipping takes four days. Your last order is Saturday 9 January. Stop "arrives for Pongal" ads that day.

## Angles that fit

- **Harvest and thanks:** new rice, new pots, a good year ahead
- **Home:** a fresh start for the house before Bhogi
- **Family:** reunions, gifts for elders and children
- **Tradition with a twist:** festive recipes, sweets boxes, kolam kits
- **Value:** festival prices and exchange offers, stated in rupees

Write in Tamil first. If you reach Tamil speakers outside Tamil Nadu, name the city in the ad.

## Mistakes to avoid

- English-only creative for a Tamil audience
- One ad for four days. Each day has a different feel
- Calling Pongal "Sankranti" in Tamil Nadu copy
- Starting after Bhogi, when the shopping is done

For wider India planning, read [Facebook ads in India](/markets/meta-ads-in-india), and for offer wording, [festive sale offer copy templates](/templates/festive-sale-offer-copy-templates).

## FAQ

### When is Pongal in 2027?

Thai Pongal is Friday 15 January 2027. Bhogi is Thursday 14 January, Mattu Pongal is Saturday 16 and Kaanum Pongal is Sunday 17.

### How many days is Pongal?

Four days: Bhogi, Thai Pongal, Mattu Pongal and Kaanum Pongal.

### How early should Pongal ads start?

Start gift and new-clothes teasers in mid-December, and put the main push before Bhogi.

---
- [More Festivals articles](https://marxx.ai/library-campaigns/category/festivals)
- [All articles](https://marxx.ai/library-campaigns)