Britannia Milk Bikis unveils region-specific campaign for Tamil Nadu Day

The campaign created by Talented showcases 50+ unique sub-culture tributes across OOH & digital videos responsive to 15 Tamil dialects.

Britannia Milk Bikis launches ‘Anaivarukkum, a region-specific campaign, celebrating Tamil Nadu’s rich linguistic diversity and regional pride. 

Anaivarukkum, meaning 'for everyone', celebrates the rich plurality of dialects in the state. Each region within Tamil Nadu has its own distinctive heritage, captivating beauty, revered icons, and unique spoken dialects. Building on its popularity among the people of Tamil Nadu since 1978, Milk Bikis’s latest campaign is a celebration that embraces the diversity and richness of every region across Tamil Nadu. This is Milk Bikis’s gesture of showing its gratitude to the state, by shining light on sub-cultures within neighbourhoods and districts. The campaign reflects the deep understanding and appreciation of the state that the brand has garnered over its 40 year journey.

With Anaivarukkum, the brand has launched 5 digital videos representing 15 different dialects across the state ranging from Coimbatore to Madurai, Karaikudi to Toothukudi, Chennai to Erode and many others. These tailored videos are being served to precise audiences using pincode targeting ability on meta platforms. The campaign will also feature billboards and newspaper ads, each of which is a tribute customised to that location. 

Commenting on the campaign, Amit Doshi, chief marketing officer, Britannia Industries Limited said that “Milk Bikis is loved all over Tamil Nadu, 1 in 5 biscuits bought in TN is a Milk Bikis and over a third of the households in the state consume the biscuits every month. With a bond as special as this, Anaivarukkum is a humble tribute to the state, the various beautiful dialects spoken across the state, rituals, its destinations and pop-culture”.

PG Aditya, founder of the Creative agency, Talented said, This campaign was led by two of my colleagues at Talented - Balaji and Samyu, who are both from TN. No better team to helm this.

“Through this 60-part TN tribute series, we’re showing our gratitude to the state while shining light on sub-cultures within neighbourhoods and districts that have a separate fanbase. We’ve curated a series of customised writing for each Tamil dialect across regions within the state. Milk Bikis’ potential to have a deep, highly-engaged relationship through hyper-localised creative work across TN is immense. And we’re just getting started!”

Team Talented 

Aaliya Sheikh, Balaji,  Dhruv Shingala, PG Aditiya, Prashant Gopalakrishnan, Radhika Subramanian, Samyu Murali, and Swetha Sankar,

Musingly - Language expert. 

Rooted Production - For Dialect films - Ronak Chugh and Yash Shanghavi

Team Britannia

Amit Doshi, Vinith Muralidharan, Tanya Jakhar