In a unique celebration, Britannia Milk Bikis, a beloved biscuit brand in Tamil Nadu, played a significant role in the promotional event of the movie “Good Bad Ugly” featuring actor Ajith Kumar. To commemorate the film’s release, fans created a 15-foot garland using Milk Bikis biscuit packets, which was placed around a giant cutout of the actor at the iconic Kasi Theatre in Chennai. This gesture was a creative twist on the traditional “paal abhishekam” ritual, a hallmark of Tamil cinema fan culture.
The event highlighted the deep connection between Britannia Milk Bikis and the people of Tamil Nadu, where the brand has been a part of nostalgia for decades. The biscuit packets used in the garland were later donated to local NGOs, supporting children and women in need. This initiative demonstrated the brand’s commitment to social responsibility and its efforts to stay culturally connected with its consumers.
According to Siddharth Gupta, General Manager of Marketing at Britannia Industries, Milk Bikis is more than just a biscuit in Tamil Nadu – it’s a memory, a ritual, and a symbol of celebration. The brand’s long-time creative agency, MullenLowe Lintas Group, has played a significant role in shaping the brand’s identity and its connection with consumers.
The event was a testament to the strong bond between Britannia Milk Bikis and the people of Tamil Nadu. With a presence in over 180 million households nationwide, Britannia Industries continues to reinforce its positioning as a responsible global total foods company, catering to both domestic and international markets. The company’s diverse portfolio includes biscuits, cakes, rusks, and dairy products, making it a leading player in India’s bakery segment. The celebration was a beautiful reminder of the connection between a brand and its consumers, and how it can become an integral part of their lives and traditions.