Britannia Milk Bikis celebrates Tamil Nadu Day with a new hyperlocal campaign titled ‘A Bite of TN’. Conceptualised by Talented, the campaign highlights a unique cultural habit specific to the state—biting around the flower borders and the logo of Milk Bikis Classic, a variant available only in Tamil Nadu.
This local behaviour has inspired the campaign’s creative direction, where Britannia showcases biscuits bitten into the shapes of Tamil Nadu’s cultural icons across print ads, billboards and a film.
From Thalaivar’s glasses to Madurai malli (jasmine), ‘A Bite of TN’ features 80 billboards across 19 districts, each pointing to a specific location based on pincode filters.
These locations span iconic landmarks, pop-culture references, sub-cultures, food hubs and parks, creating a curated travel guide of Tamil Nadu. The print campaign further includes 13 district-specific creatives, offering a starter pack of each city’s hidden gems.
This hyperlocal approach builds on Britannia’s past efforts in the region.
Siddharth Gupta, General Manager, Britannia said, “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, Talented and Aaliya Sheikh, Creative, 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 said, “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.”
Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This hyperlocal creativity has been previously seen in campaigns like Anaivarukkum, Adengappa and Flashback Pack, which drew on regional insights celebrating the state’s rich linguistic diversity and regional pride, building on the longstanding brand love and connection it has with the region.
