Riding on the strong response to Adengappa Kadhaigal 2.0, Britannia Milk Bikis has rolled out a Special Edition Superstar biscuit across its packs, adding a new layer of excitement to its storytelling-led engagement with families in Tamil Nadu. The initiative deepens the brand’s cultural connect in the state by transforming its iconic biscuit into a collectible inspired by Tamil Nadu’s love for stories, symbols and superstar culture.
Video Link: https://www.youtube.com/watch?v=k9uhdnloSFo
The limited-edition biscuit features embedded superstar-style sunglasses within the familiar Milk Bikis waffle design, creating a playful moment of discovery for both children and parents. Consumers can scan the on-pack QR code to access the Adengappa platform, where scanning the superstar biscuit unlocks a special story. Families are encouraged to narrate these stories together and submit recordings for a chance to win weekly prizes or a trip to Hong Kong*.
Conceptualised by Talented, the launch builds on the imagination-driven world of Adengappa Kadhaigal 2.0, which uses GenAI to turn everyday household objects into storytelling prompts. The special biscuit elevates the experience by adding elements of surprise, play and participation to everyday snacking.
To drive awareness, Britannia Milk Bikis has deployed high-impact outdoor advertising across key Chennai locations including Royapettah, Koyambedu Flyover and Express Mall, supported by a campaign film showcasing the delight of discovering the collectible biscuit.
Siddharth Gupta, General Manager – Marketing, Britannia, said the launch celebrates the brand’s enduring bond with Tamil Nadu, blending tradition, imagination and innovation to create memorable family moments.
