Britannia Milk Bikis marks Tamil Nadu Day with ‘A Bite of TN’ campaign

To mark Tamil Nadu Day, Britannia Milk Bikis has launched its most local campaign yet, ‘A Bite of TN’. Conceptualised by Talented, the campaign highlights a cultural habit in Tamil Nadu—biting around the flower borders and logo of Milk Bikis Classic, sold only in the state. Britannia showcases this by shaping bitten biscuits into Tamil Nadu’s cultural icons across print, billboards, and a film.

‘A Bite of TN’ features 80 billboards across 19 districts, each pointing to local spots based on pincodes. The billboards highlight landmarks, pop culture icons, subcultures, food joints, and parks, acting as a travel guide to Tamil Nadu. The print campaign includes 13 district-specific ads, each showcasing key attractions of that city.

Commenting on the intent for going deep into the state’s cultural fabric, Siddharth Gupta, general manager at Britannia, says, “Britannia Milk Bikis is part of Tamil 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 brand that has grown up with a state can pull off. Along with our media partners, we plotted out over a hundred unique spots and used Google Maps to understand their proximity to our billboards. Each creative is unique and contextualized to the landmark it is located near. With every Milk Bikis and TN collaboration, we continue to push the boundaries of hyperlocal creativity every year.” 

Ronak Chugh, director, Rooted Films, commented, “What truly makes a place if not for its sights, sounds, scents, its people, and its spirit. That's why we celebrated Tamil Nadu, the state I was born and brought up in, with a stop-motion animation featuring bitten Milk Bikis and a vibrant folk+Kollywood+Gaana inspired song. Our favorite part? Playfully rhyming 'Dei' (an informal way to call a friend) with 'Tamil Nadu Day' in the lyrics, adding an extra layer of a relatable conversational touch.”