Britannia Milk Bikis has launched the Thirukkural Challenge, an interactive initiative designed to help children discover and learn Thirukkural in a fun, engaging way. The campaign celebrates Tamil Nadu’s cultural heritage and the timeless wisdom of Thiruvalluvar’s 1,330 Kurals, which continue to guide life lessons on values, relationships, learning and leadership. The launch took place at Valluvar Kottam, a symbolic landmark dedicated to Thiruvalluvar’s legacy.
The event brought together prominent cultural voices including Dr G. Gnanasambandan, Lydian Nadhaswaram, Suki Sivam and Bharathy Bhaskar, who discussed how Thirukkural continues to remain relevant today and how storytelling, music and interactive learning can help younger generations connect with its teachings. The initiative also highlights how traditional wisdom can be adapted into modern, immersive experiences.
Conceptualised by Talented, the campaign features Milk Bikis biscuits embossed with Kural words that can be collected across packs to form complete Kurals on themes like friendship, learning and perseverance. Speaking about the initiative, Archana Balaraman from Britannia highlighted the brand’s long-standing bond with Tamil Nadu, while Ria Sharma described Thirukkural as a “2,000-year-old life coach.” Consumers can participate by scanning QR codes, collecting words, assembling Kurals, and submitting videos to win rewards.