logo
Britannia Milk Bikis Featured in 15-ft Fan Garland at Ajith Kumar Film Celebration in Chennai

Britannia Milk Bikis Featured in 15-ft Fan Garland at Ajith Kumar Film Celebration in Chennai

The Hindu23-04-2025

Britannia Milk Bikis, a biscuit brand long associated with Tamil Nadu's culinary traditions, emerged as a symbolic presence during a distinctive celebration in Chennai coinciding with the release of Good Bad Ugly, the latest film featuring actor Ajith Kumar.
To commemorate the occasion, members of Ajith Kumar's fan club crafted a 15-foot garland made entirely of Milk Bikis biscuit packets, which was ceremoniously placed around a towering cutout of the actor at the city's iconic Kasi Theatre. The gesture served as a creative reinterpretation of the traditional paal abhishekam ritual, a hallmark of Tamil cinema fan culture.
This unique celebration reflected the deep-rooted bond between Britannia Milk Bikis and Tamil Nadu. For decades, Britannia Milk Bikis has been a part of nostalgia in Tamil households and now, a part of movie fandom culture. Beyond symbolising fan devotion, the initiative also carried a social dimension — the biscuit packets used in the garland were later donated to local non-governmental organisations, including the Karunaii Trust and the Dorcas Shelter for Women with Disability, in support of children and women in need.
'Milk Bikis is more than just a biscuit in Tamil Nadu — it's a memory, a ritual, and now, a symbol of celebration,' said Siddharth Gupta, General Manager – Marketing, Britannia Industries. 'To see it embraced so warmly by Ajith Kumar's fan community at such a landmark occasion is a testament to the strong place the brand holds in the hearts of consumers.'
The initiative also underscores Britannia's ongoing efforts to stay culturally connected with its consumers in the region. The company's long-time creative agency, MullenLowe Lintas Group, has played a key role in shaping distinct identities for iconic products, like Milk Bikis
'This moment is a beautiful reminder of what happens when a brand becomes deeply interwoven with people's lives,' said Prateek Bhardwaj, Chief Creative Officer, MullenLowe Lintas Group. 'To see Milk Bikis featured in a fan ritual like this speaks volumes about the bond it shares with Tamil Nadu.'
Britannia Industries, a century-old entity and a leading player in India's bakery segment, reaches over 180 million households nationwide. With a diverse portfolio that includes biscuits, cakes, rusks, and dairy products, the company continues to reinforce its positioning as a Responsible Global Total Foods Company, catering to both domestic and international markets.
'This article is part of the sponsored content programme.'

Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

CBFC agrees to review Vetrimaran film
CBFC agrees to review Vetrimaran film

Time of India

time3 hours ago

  • Time of India

CBFC agrees to review Vetrimaran film

Chennai: Central Board for Film Certification (CBFC) has informed Madras high court that it will review Tamil movie 'Manushi', produced by director Vetrimaran, and specify the objectionable portions to the producer for edits. Appropriate certification will be provided once the process is completed, the board told the court. The submissions were made on a plea moved by Vetrimaran, alleging that the CBFC denied certification to the movie without a review. On June 4, Justice N Anand Venkatesh questioned how CBFC could deny a censor certificate without specifying the objectionable scenes. The court then directed the CBFC to specify objectionable scenes by June 16 or to watch the movie with the producer and point out the objectionable portions to him. The film, starring Andrea, is directed by Gopi Nainar. Vetrimaran moved the court, alleging that the censor board was refusing to certify his film and that he was not allowed to voice his opinion before CBFC made its decision. The CBFC denied certification to the movie on the grounds that it went against the integrity of the state, contained scenes that were contemptuous, defamed govt policies and portrayed stereotypes leading to a north/south divide

South celebs share heartfelt wishes as Shivarajkumar marks 40 years as an actor
South celebs share heartfelt wishes as Shivarajkumar marks 40 years as an actor

Time of India

time3 hours ago

  • Time of India

South celebs share heartfelt wishes as Shivarajkumar marks 40 years as an actor

Kannada superstar Shivarajkumar has been part of the film industry for 40 years, and celebs from across South cinema sent in their heartfelt wishes. Amid the Kannada language row, Kamal Haasan wished Shivarajkumar in a video message. 'I don't know how Shivanna's career of 40 years went by so soon. He is someone who introduced himself to me as my fan. Today, he has grown into a star, a superstar who is carrying on the legacy of his father,' he spoke in Tamil. Kamal then briefly switched to Kannada, saying, 'Shivanna, hope you are keeping well. Take care, be happy and do more films. Let's talk again — both of us together — on your 50th anniversary. I'll still be there, and our love will still be there. Convey my well wishes to everybody.' Actors like Chiranjeevi, Nagarjuna, Sudeep, Nani, Vijay Deverakonda and Dhruva Sarja sent their wishes through video messages. Director Nelson, of Jailer fame and musician Devi Sri Prasad also wished the actor.

Nandamuri Balakrishna's knife flip before cutting cake at his 65th birthday party goes viral
Nandamuri Balakrishna's knife flip before cutting cake at his 65th birthday party goes viral

Time of India

time3 hours ago

  • Time of India

Nandamuri Balakrishna's knife flip before cutting cake at his 65th birthday party goes viral

Glimpses from actor 's 65th birthday are going viral on the internet after a rare video showed him flipping a knife before cutting the cake. Nandamuri Balakrishna's unique birthday celebration On June 10, Balakrishna turned 65, and his celebration with friends and political party members was filled with unique moments. Tired of too many ads? go ad free now One such video doing the rounds online features Balakrishna effortlessly flipping a knife before cutting a large birthday cake. His action sparked curiosity among fans and onlookers, with many media personnel and admirers seen waiting to catch a glimpse of the actor. He was dressed in an all-white ensemble, and the three-tier birthday cake featured blue and white decorations. The words 'God of Masses' were written in gold on the cake. Balakrishna celebrated his birthday at various locations across the state with fans. Akhanda 2: Thaandavam - Official Tamil Teaser Balakrishna's upcoming movies To mark the occasion, director released a new poster for their upcoming film NBK 111. The duo had previously collaborated on 'Veera Simha Reddy'. At the same time, the teaser for 'Akhanda 2: Thaandavam' was unveiled on Balakrishna's birthday. The clip showcased intense action sequences featuring the actor and garnered over 24 million views on YouTube. Directed by , the film is set to hit theatres on September 25. It is the highly anticipated sequel to the 2021 film 'Akhanda'. On the work front, Balakrishna's recent film 'Daaku Maharaaj', directed by K. S. Ravindra, performed well at the box office, crossing approximately Rs 115 crore.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into the world of global news and events? Download our app today from your preferred app store and start exploring.
app-storeplay-store