Britannia Milk Bikis is celebrating Tamil Nadu Day in a big way with its latest hyperlocal campaign, “A Bite of TN.” The campaign is all about connecting with the people of Tamil Nadu by highlighting a unique cultural habit that has been a part of the state for many years – the tradition of biting around the flower borders and logo of Milk Bikis Classic biscuits, a product exclusive to Tamil Nadu.
To bring this habit to life, Britannia has created a creative campaign where the biscuits are shaped like some of Tamil Nadu’s most iconic cultural symbols. From the famous glasses worn by Thalaivar (Rajinikanth) to the beautiful Madurai malli (jasmine), these cultural symbols are brought to life across print ads, billboards, and even a film.
The campaign features 80 billboards spread across 19 districts in Tamil Nadu. Each billboard points to a special local spot, with directions based on specific pincodes. These spots highlight a range of cultural landmarks, food joints, parks, and pop-culture references, acting as a mini travel guide to explore Tamil Nadu’s hidden gems. To further engage locals, the campaign also includes 13 district-specific creatives, showcasing key attractions and secrets of each city.
Siddharth Gupta, General Manager at Britannia, shared the brand’s deep connection with the state, saying, “Britannia Milk Bikis has been a part of Tamil Nadu’s traditions for generations. Nearly 50% of households consume Milk Bikis each month, especially during moments shared with loved ones. This campaign is a small tribute to the bond we share with the people of Tamil Nadu, celebrating the unique cultural aspects of the state through a biscuit that has become an integral part of their lives.”
Ria Sharma and Aaliya Sheikh from Talented, the creative agency behind the campaign, explained how deeply connected the brand is to Tamil Nadu’s culture. They highlighted the creative process, which involved plotting over a hundred unique spots and using Google Maps to ensure the billboards were strategically placed in locations that connected with the local culture. “Each creative is contextualized to its landmark, and with every collaboration with Tamil Nadu, we continue to push the limits of hyperlocal creativity,” they said.
The campaign also includes a film, created by Ronak Chugh from Rooted Films, which features stop-motion animation with bitten Milk Bikis and a catchy folk+Kollywood+Gaana inspired song. The film’s playful lyrics even incorporate “Dei” (a friendly term used in Tamil) with “Tamil Nadu Day,” making it a fun and relatable experience for viewers.
This campaign follows Britannia’s long-standing efforts to build a deep connection with Tamil Nadu. Previous campaigns like “Anaivarukkum,” “Adengappa,” and “Flashback Pack” have also celebrated the region’s diverse culture and linguistic pride. “A Bite of TN” is just the latest chapter in this ongoing relationship, further strengthening the bond between the brand and its Tamil Nadu audience.
