REVIVING TRADITION AMONG GEN Z
Client: Dr. MGR-Janaki College of Arts & Science for Women – Chennai
Objective:
- Secure strong media coverage for the Pongal celebration hosted by Dr.MGR Janaki College of Arts and Science for Women on 13 January 2026
- Position the institution as a standout among other colleges through high-impact visibility
- Strengthen the overall brand reputation and public perception of theinstitution
Research & Insight:
Research Approach: Secondary research was conducted on youth engagement trends, cultural event formats in educational institutions, and media preferences for experiential campus activities. This was supported by informal interactions with Gen Z students to understand their awareness and participation in traditional festivals such as Pongal.
Key Insight: While Gen Z students recognise Pongal as a cultural festival, college-level celebrations are often conventional and lack immersive engagement. There was a clear opportunity to transform the celebration into a more experiential and media-worthy format that could differentiate the institution.
Strategy :
Based on this opportunity, the event was reimagined beyond a conventionalcelebration and positioned as a differentiated cultural experience titled “Pongal with Purpose” (event).
The strategy focused on:
- Creating a first-of-its-kind immersive cultural experience within a collegesetting
- Recreating a village-like environment on campus to bring Tamil traditionsto life
- Enhancing student (Gen Z) participation through hands-on, experientialactivities
- Driving strong media visibility through originality, scale, and visualstorytelling potential
- Positioning the institution as a standout among peer colleges in TamilNadu
Creativity
- Reimagined Pongal celebration as a purpose-led cultural experience titled “Pongal with Purpose” (event)
- Transformed the campus into a village-inspired setting reflecting rural Tamil Nadu traditions
- Introduced rural village games and traditional cultural activities within the campus
- Designed immersive experiences to highlight Tamil culture, agrarian life, and Pongal traditions
- Created strong visual storytelling opportunities for media amplification
- Built a participatory format encouraging Gen Z student involvement and engagement
- Positioned the event as a first-of-its-kind cultural celebration among colleges
Execution & Tactics
The “Pongal with Purpose” event was executed as a structuredexperiential initiative, with preparations beginning on 2 January 2026 andculminating in the main celebration on 13 January 2026.
Experiential Setup:
- Campus transformed into a village-themed environment showcasing ruralTamil Nadu culture
- Traditional Pongal preparation activities conducted within the campus
- Rural games and cultural experiences introduced to recreate festivetraditions
Student (Gen Z) Participation:
- Active participation in cultural, culinary, and traditional activities
- Immersive engagement designed to make learning and experience-basedparticipation central
Media Strategy:
- Unique village-themed execution leveraged for strong media interest
- Designed for high visual appeal and storytelling potential across platforms
- Outreach structured to maximise visibility beyond regional coverage
Results & Impact
The “Pongal with Purpose” event successfully delivered on theclient’s objectives of media visibility, institutional differentiation,and brand strengthening.
Nationwide Media Reach Achieved:
Generated extensive visibility with a combined reach of 21,432,593 print circulation, 38,35,63,578 online monthly reach, and 16,909,017 TV & YouTube viewership
Strong Media Coverage:
The unique village-themed, experiential format secured widespread coverage across print, digital, and broadcast platforms
Institutional Differentiation Achieved:
Positioned Dr. MGR Janaki College of Arts and Science for Women as a standout institution through a first-of-its-kind experiential cultural celebration among colleges in Tamil Nadu
Gen Z Engagement:
The immersive, hands-on format significantly enhanced participation and engagement among Gen Z students through direct involvement in traditional activities
Brand Strengthening:
Elevated institutional perception by showcasing the college as innovative, culturally rooted, and experience-driven
Student Participation:
Over 4,000 Gen Z students actively participated in cultural games, storytelling sessions, and traditional activities
Overall Impact:
The event successfully transformed a conventional college celebration into a differentiated, high-visibility cultural experience, delivering strong media reach, institutional distinction, and meaningful Gen Z engagement
Campaign in Action
Catalyst Public Relations brought Pongal with Purpose to lifethrough an immersive, hands-on celebration that engaged over 4,000students. The college campus was transformed into a vibrant,village-themed space featuring Pongal preparation, Rangolicompetitions, traditional games, folk performances, and culturalstalls.
The following photos capture the energy, participation,and cultural revival that defined the event:
Press Coverage Highlights
Online Links
1. Theweek.in – https://www.theweek.in/wire-updates/business/2026/01/13/pongal-fete-gets-all-its-rustic-charm-at-dr.-mgr-janaki-college-for-women.html
4. Etvbharat.com – https://www.etvbharat.com/ta/state/pongal-celebration-grandly-held-in-chennai-dr-mgr-janaki-womens-college-tamil-nadu-news-tns26011304483
5. Insta/Peopletalky – https://www.instagram.com/p/DTc2vNUkTtr/
6. X.com/PTI – https://x.com/PTI_News/status/2011030134934163668
7. Insta/PTInews – https://www.instagram.com/p/DTcspzGE6jU/?img_index=3&igsh=bnppeW51cWNqajFo
8. Mylaporetimes.com –https://www.mylaporetimes.com/2026/01/students-of-mgr-janaki-college-for-women-celebrate-pongal/
9. B4umedia.in – https://www.b4umedia.in/pongal-fete-gets-all-its-rustic-charm-at-dr-mgr-janaki-college/
10. Faceinews.com – https://faceinews.com/?p=27982
11. Expressnews.asia – https://expressnews.asia/2026/01/pongal-fete-gets-all-its-rustic-charm-at-dr-mgr-janaki-college-for-women-4/
12. Dtnewstv.com – https://dtnewstv.com/pongal-fete-gets-all-its-rustic-charm-at-dr-mgr-janaki-college-for-women-2/
YouTube Links
1. Polimer News – https://youtu.be/tsqkeawrIvg?si=VIq8_IH5hsGFLBa_
2. Puthiya Thalaimurai – https://youtu.be/zVpYtUIJ5tQ
3. DD Tamil – https://youtu.be/2MCSxZM67Ow
4. Vasanth TV – https://youtu.be/8VshSp2ODuQ
5. DT News – https://www.youtube.com/watch?v=kBLZTS-Ktgg
6. Express News – https://www.youtube.com/watch?v=VWCNXk4Haak
7. Face News TV – https://www.youtube.com/watch?v=ZzcDYU-m-I4
8. Hello City TV – https://www.youtube.com/watch?v=0MvjWcZ5W_4
9. Hindu Tamil Thisai – https://www.youtube.com/watch?v=mnkdxOoIuZo
10. Tamil Oli News – https://www.youtube.com/shorts/X2W824JEc0o
These visuals from the “Pongal with Purpose” event demonstrate the scale, creativity, and impact of the initiative, showcasing how the campus was transformed into a village-inspired cultural space that brought Tamil traditions to life.
They highlight how Dr. MGR Janaki College of Arts and Science for Women successfully delivered a differentiated, first-of-its-kind experiential celebration that secured strong media visibility and positioned the institution as a standout among peer colleges.
The images and print coverage further reflect the active participation of Gen Z students and how the initiative meaningfully reconnected them with traditional Tamil culture in an immersive, engaging, and highly shareable format.
