Britannia has signed World Chess Champion Gukesh Dommaraju as the new face of Milk Bikis, launching an innovative campaign titled ‘Milk Bikis Smart Moves’. At just 17, Gukesh became the youngest FIDE Candidates winner and is now inspiring young minds across India through this engaging initiative.
The campaign introduces a virtual chess game, accessible via a QR code on Milk Bikis Base and Atta packs. The game features two challenge levels designed to boost strategic thinking and cognitive skills. In Level 1, players solve a one-move checkmate to win assured cashback. Successful players unlock Level 2, where solving a two-move checkmate earns them a CircleChess subscription.
Top players on the leaderboard can win a chance to play a match with Gukesh or travel to Europe to watch him compete live.
To promote the campaign, Britannia released a fully AI-generated film featuring Gukesh’s digitally recreated voice, face, and expressions – marking a bold step in Indian advertising innovation.
Gukesh expressed excitement about the collaboration, saying the campaign provides a fun, accessible way for kids to experience the benefits of chess.
Siddharth Gupta, GM – Marketing at Britannia, added, “Gukesh represents a new generation of strategic thinkers. With this campaign, we blend gaming, tech, and learning, turning every Milk Bikis pack into a gateway to smarter thinking.”
Steps to Play:
- Scan QR on pack
- Play Level 1 – Solve one-move checkmate
- Unlock Level 2 – Solve two-move checkmate
- Win prizes including a match with Gukesh or a trip to Europe*
