Britannia Milk Bikis redefine ‘bite-sized content’ with their new campaign for Ta mil Nadu Day.
Britannia Milk Bikis, The Biscuit That Gr ew Up in Tamil Nadu Just Said Thank Yo u
Britannia Milk Bikis break their biscuits to celebrate Tamil Nadu Day.
To celebrate Tamil Nadu Day, Britannia Milk Bikis, one of the most loved brands in the state, has launched one of their m ost hyperlocal campaigns to date – ‘A Bit e of TN’.
Conceptualised by Talented, the campa ign cleverly taps into a unique cultural h abit that has existed in the state for dec ades – biting around the flower borders and the logo of Milk Bikis Classic, availa ble exclusively in Tamil Nadu. This every day habit has taken the center stage, wi th Britannia biting their own biscuits in the shape of Tamil Nadu’s cultural icons, brought to life through print ads, strikin ng billboards and a film.
From Thalaivar’s glasses to Madurai ma lli (jasmine), ‘A Bite of TN’ features 80 bil lboards spread across 19 districts. Thes e directional billboards, filtered by pinc odes, point people to 80 distinct spots. A cultural curation of iconic landmarks, pop-culture legends, sub-cultures, food spots and parks, the campaign doubles up as a travel guide for all things Tamil Nadu. The print leg goes further with 13 district-specific creatives – each a start er pack to that city’s hidden gems.
This pincode approach to hyperlocal ca mpaigns isn’t new for Britannia. Comme nting on the intent for going so deep in to the state’s cultural fabric, Siddharth Gupta, General Manager at Britannia, says, “Britannia Milk Bikis is part of Tam il Nadu’s traditions for generations, with close to 50% households consuming it every month during moments shared with their loved ones. We feel a deep sense of gratitude for the love Tamil Nadu has shown us, and ‘A Bite of TN’ is a small tribute to that bond. With this campaign, we are celebrating the cultural nuances that make Tamil Nadu so special, through the lens of a biscuit that’s loved and lived here. It’s our way of staying connected and further deepening our relationship with the people who’ve made Milk Bikis what it is today.”
Ria Sharma, Brand Strategy, and Aaliya Sheikh, Creative, at Talented said, “‘A Bite of TN’ is a campaign that only a bra nd that has grown up with the state can pull off. Along with our media partners, we plotted out over a hundred unique spots and used Google Maps to unders tand their proximity to our billboards. Each creative is unique and contextu alized to the landmark it is located near. With every Milk Bikis and TN collabora tion, we continue to push the boundarie s of hyperlocal creativity every year.
Watch the film here:
https://youtu.be/JMbFaDeSD2I
Ronak Chugh, director, Rooted Films, co mmented, “What truly makes a place if not for its sights, sounds, scents, its peo ple, and its spirit. That’s why we celebra ted Tamil Nadu, the state I was born and brought up in, with a stop-motion anima tion featuring bitten Milk Bikis and a vib rant folk+Kollywood+Gaana inspired so ng. Our favorite part? Playfully rhyming ‘Dei’ (an informal way to call a friend) wi th ‘Tamil Nadu Day’ in the lyrics, adding an extra layer of a relatable conversatio onal touch.”
Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nad u spanning decades. This hyperlocal cre ativity has been previously seen in camp aigns like Anaivarukkum, Adengappa an d Flashback Pack, which drew on region al insights celebrating the state’s rich lin guistic diversity and regional pride, buil ding on the longstanding brand love and connection it has with the region.
