Conceptualised by Talented, the campaign highlights a unique local biscuit-eating habit.
To celebrate Tamil Nadu Day, Britannia Milk Bikis has launched a hyperlocal campaign titled ‘A Bite of TN’. Created by Talented, the campaign shines a spotlight on a quirky regional habit-biting around the flower border and logo of Milk Bikis Classic, a variant sold exclusively in Tamil Nadu.
The campaign features over 80 billboards across 19 districts, creatively showcasing bitten Milk Bikis shaped into cultural symbols, landmarks, and icons of Tamil Nadu. Each billboard is contextualised to its local setting using pincodes, serving as both an art installation and a travel guide. In addition, 13 district-specific print ads highlight key attractions of each region.
Siddharth Gupta, GM at Britannia, shared, “Milk Bikis is deeply woven into the traditions of Tamil Nadu. Nearly 50% of households here consume it monthly. ‘A Bite of TN’ is our tribute to the love we’ve received, reflecting the cultural richness of the state through a biscuit that feels like home.”
Ria Sharma and Aaliya Sheikh from Talented added, “This campaign could only come from a brand that’s grown up with the state. Every billboard is tailored to its surroundings. We used Google Maps to align them with local landmarks, pushing the boundaries of hyperlocal creativity.”
Director Ronak Chugh of Rooted Films, who helmed the campaign film, said, “We brought Tamil Nadu alive through stop-motion animation and a playful soundtrack that even rhymes ‘Dei’ with ‘Tamil Nadu Day’-capturing the heart and humour of the state.”
