.jpeg)
Britannia Milk Bikis, an iconic biscuit brand deeply loved in Tamil Nadu, launched its latest hyperlocal campaign titled ‘A Bite of TN’ to mark Tamil Nadu Day. Conceptualised by creative agency Talented, the campaign transforms a decades-old cultural habit – biting around the flower borders and logo on Milk Bikis Classic – into a tribute to the state’s rich heritage.
The campaign features 80 billboards across 19 districts, each uniquely showcasing Tamil Nadu’s cultural icons, such as Thalaivar’s glasses and Madurai jasmine, all crafted from bitten Milk Bikis. These billboard locations, filtered by pincodes, act as a quirky cultural map, pointing locals and visitors to iconic spots, hidden gems, food hubs, and city highlights. Complementing this, 13 district-specific print ads serve as curated ‘starter packs’ for regional discovery.
Siddharth Gupta, General Manager, Britannia, emphasized the brand’s deep connection with Tamil Nadu, stating that nearly 50% of the state’s households enjoy Milk Bikis monthly. “A Bite of TN is our heartfelt tribute to the people of Tamil Nadu – a thank you for generations of love,” he said. The campaign is an effort to further strengthen Britannia’s emotional bond with its Tamil audience.
The accompanying film, directed by Ronak Chugh of Rooted Films, uses stop-motion animation with real biscuits and a vibrant folk-Kollywood soundtrack, even rhyming “Dei” with “Tamil Nadu Day” for a playful local touch. This campaign continues Britannia’s tradition of hyperlocal storytelling following past successes like Anaivarukkum, Adengappa, and the Flashback Pack.