Sep 09: Britannia Milk Bikis has been a part of growing up in Tamil Nadu, celebrating the state’s language, culture and traditions through various initiatives. One such unique habit that has existed for decades is the way people eat Britannia Milk Bikis Classic: biting around the flower-patterned border and then finishing the centre. The ritual has become so iconic that generations across the state have lovingly given the biscuit a name of its own, ‘Poo Potta Border Biscuit’, or ‘the biscuit with the flower border’.
But there’s one question that generations of Britannia Milk Bikis Classic lovers may have never asked but have often wondered: which flower is it? Britannia’s latest brand campaign answers this question. Conceptualised by Talented, the campaign begins with a curious young girl setting out on a journey to uncover this mystery. From her neighbourhood flower seller to her science teacher, she turns to the people and places around her for answers. Her search eventually leads her to one of Tamil Nadu’s most respected cultural voices, Professor Solomon Pappaiah, who settles the debate in a way that celebrates the affection generations of people in Tamil Nadu have shown towards Britannia Milk Bikis Classic.
Speaking about the campaign, Siddharth Gupta, VP – Marketing, said,
“Over the years, Britannia Milk Bikis has been a part of celebrating special moments and traditions of Tamil Nadu. This campaign is a continuation of that journey, bringing to life a uniquely Tamil Britannia Milk Bikis Classic ritual and the affection that generations have had for the brand. We look forward to finding many more ways to celebrate this special relationship with Tamil Nadu.”
PG Aditiya, Co-Founder and CCO, Talented, said,
“We found the answer in the question itself. The wordplay between the flower on the biscuit (poo) and love (anbu), gave us a beautiful way to showcase the affection the people of the state have had for Milk Bikis for generations. And who better to settle a debate than THE Solomon Pappiah?”
Farooq Mohamed, Director and Co-Founder, Kadhai Films, said,
“What excited us was how a tiny detail on such a familiar biscuit could open up an entire world. We wanted to take the audience along on that search and make a warm and fun film with the young girl’s curiosity leading the story. Milk Bikis Classic was such a big part of our own growing up, so the connection was instant. Most importantly, the idea had its heart in the right place, and we were lucky to have a wonderful team that believed in it and brought that warmth to every frame.”
The campaign celebrates the consumption ritual beyond the film, bringing it to life across multiple retail touchpoints. Retail spaces carry a playful guide for the proper way to enjoy a Britannia Milk Bikis Classic. A photo series also celebrates the many ways generations of Tamil Nadu have made this little ritual their own.