Britannia Milk Bikis has launched a campaign built around a familiar Tamil Nadu ritual – biting around the flower-shaped border of its Classic biscuit before eating the centre. The habit has earned the biscuit the nickname ‘Poo Potta Border Biscuit,’ which translates to “the biscuit with the flower border.” Conceptualised by Talented, the campaign plays on a simple but unanswered question: which flower is actually featured on the biscuit’s design?
The campaign film follows a young girl on a quest to find the answer, questioning people around her, including a flower seller and her science teacher, before finally turning to Tamil Nadu’s well-known debate moderator Solomon Pappiah to settle the matter.
Puneet Das, chief marketing officer, Britannia, said Milk Bikis shares a special bond with Tamil Nadu, with generations having grown up with the brand, and that the way people made the biscuit their own – down to the nickname – reflects that bond, making the campaign a fitting celebration of the brand’s place in the state.
PG Aditiya, co-founder and CCO, Talented, said the wordplay between “poo” (flower) and “anbu” (love) offered a natural way to showcase the affection Tamil Nadu has held for Milk Bikis over generations, and that Solomon Pappiah felt like the perfect person to resolve the debate.
Farooq Mohamed, director and co-founder, Kadhai Films, said the idea of a tiny biscuit detail opening up an entire world was what excited the team, and that Milk Bikis being part of their own childhoods made the connection to the film instant.
The campaign extends to retail spaces with in-store guides demonstrating the traditional way of eating the biscuit, alongside a photo series documenting the different ways Tamil Nadu consumers follow the ritual.
