23-04-2025
Britannia Milk Bikis Featured in 15-ft Fan Garland at Ajith Kumar Film Celebration in Chennai
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.
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