Expressnews
Chennai, 19 January 2026: Shyam Metalics and Energy Limited(SMEL), one of India’s leading integrated metal producers, through its SEL Tiger Roofing Sheets segment, marked the festive spirit of Pongal in Chennai, Erode and Madurai (Tamil Nadu) with a culturally rooted on-ground activation that draws from the festival’s core values of gratitude, prosperity and safeguarding the home that resonate deeply with both the region and the brand’s philosophy. The initiative celebrated the essence of Pongal and positioned SEL Tiger Roofing Sheets as a quiet yet formidable guardian, one that protects families and their homes with strength proven over time.
At the heart of the campaign is the Tiger Strength Pavilion, a traditional Pongal mandappam designed to blend seamlessly into the festive landscape. Subtle brand cues and community-led interactions reinforce the idea of roofing not merely as a construction choice, but as a long-term promise of protection.
Pongal, celebrated over four days, is deeply associated with thanking nature, honouring livelihoods, and ensuring the well-being of family and home. SEL Tiger Roofing Sheets mirrors these sentiments by standing watch over homes, reliable, resilient and built to endure, backed by a 15-year warranty.
A key highlight of the activation is the Pongal Roof Blessing Activity, where families participate in a symbolic ritual using Pongal-themed cards, yellow turmeric threads and miniature SEL Tiger Roofing tokens, representing safety, continuity and prosperity for their homes. Complementing this are community engagement activities such as the “Kolam competition”, tiger mask crafts for children and thoughtfully curated branded gift kits, making the pavilion a shared space of celebration for all age groups.
Speaking on the initiative, Mr. Nirmal Uday, COO, Shyam Metalics and Energy Limited said, “In southern markets like Tamil Nadu,home is not just a structure, it is an emotional anchor. Through this Pongal activation, we wanted SEL Tiger Roofing Sheets to be present not as a loud brand, but as a reassuring presence and truly become a part of the community’s celebration, reinforcing our promise of protection and performance. Much like a guardian, our role is to protect quietly, with strength that families can trust for years.”
With this Pongal activation, SEL Tiger Roofing Sheets highlights its dedication to southern markets by aligning product strength with cultural relevance where protection is not claimed, but demonstrated through consistency, respect for tradition and long-term assurance.
