To mark Tamil Nadu Day, Britannia Milk Bikis has launched its most native marketing campaign but, ‘A Chew of TN’. Conceptualised by Gifted, the marketing campaign highlights a cultural behavior in Tamil Nadu—biting across the flower borders and emblem of Milk Bikis Traditional, offered solely within the state. Britannia showcases this by shaping bitten biscuits into Tamil Nadu’s cultural icons throughout print, billboards, and a movie.
‘A Chew of TN’ options 80 billboards throughout 19 districts, every pointing to native spots primarily based on pincodes. The billboards spotlight landmarks, popular culture icons, subcultures, meals joints, and parks, performing as a journey information to Tamil Nadu. The print marketing campaign consists of 13 district-specific advertisements, every showcasing key points of interest of that metropolis.
Commenting on the intent for going deep into the state’s cultural cloth, Siddharth Gupta, normal supervisor at Britannia, says, “Britannia Milk Bikis is a part of Tamil Nadu’s traditions for generations, with near 50% households consuming it each month throughout moments shared with their family members. We really feel a deep sense of gratitude for the love Tamil Nadu has proven us, and ‘A Chew of TN’ is a small tribute to that bond. With this marketing campaign, we’re celebrating the cultural nuances that make Tamil Nadu so particular, by the lens of a biscuit that’s cherished and lived right here. It’s our approach of staying linked and additional deepening our relationship with the individuals who’ve made Milk Bikis what it’s immediately.”
Ria Sharma, model technique, and Aaliya Sheikh, artistic, at Gifted mentioned, “A Chew of TN’ is a marketing campaign that solely a model that has grown up with a state can pull off. Together with our media companions, we plotted out over 100 distinctive spots and used Google Maps to know their proximity to our billboards. Every artistic is exclusive and contextualized to the landmark it’s situated close to. With each Milk Bikis and TN collaboration, we proceed to push the boundaries of hyperlocal creativity yearly.”
Ronak Chugh, director, Rooted Movies, commented, “What really makes a spot if not for its sights, sounds, scents, its folks, and its spirit. That is why we celebrated Tamil Nadu, the state I used to be born and introduced up in, with a stop-motion animation that includes bitten Milk Bikis and a vibrant people+Kollywood+Gaana impressed music. Our favourite half? Playfully rhyming ‘Dei’ (a casual technique to name a good friend) with ‘Tamil Nadu Day’ within the lyrics, including an additional layer of a relatable conversational contact.”
Written with the View : afaqs
