Mumbai: Britannia Milk Bikis, in partnership with Talented, has unveiled the second edition of its interactive storytelling initiative, Adengappa Kadhaigal 2.0. Designed to strengthen parent–child bonding, the refreshed campaign uses GenAI to help families create fun, imaginative stories using simple everyday objects.
Built on the insight that “stories can come from anything around you,” the upgraded platform encourages parents and kids in Tamil Nadu to turn household items into creative narratives. By scanning any Britannia Milk Bikis pack, families can instantly generate personalised stories in English or Tamil, complete with cues on how to incorporate household objects into the experience.
A new feature in this edition invites families to record their story narrations as videos. The most engaging submissions stand a chance to win weekly prizes or even a trip to Hong Kong*, adding an exciting layer of participation to storytime.
Siddharth Gupta, General Manager, Marketing, Britannia, said, “For decades, Britannia Milk Bikis has been part of countless childhoods in Tamil Nadu, and Adengappa Kadhaigal 2.0 builds on that legacy in a fresh way. Through technology, we aim to provide parents with simple tools to spark creativity at home, without requiring any special setup or effort. As a brand that has grown alongside Tamil Nadu, this edition allows us to offer families a platform that enhances the moments they spend together.”
The brand’s stronger regional connect is rooted in culturally resonant campaigns such as A Bite on TN for Tamil Nadu Day, Anaivarukkum, and the nostalgic Flashback Pack, each reflecting Tamil Nadu’s linguistic pride and reinforcing Britannia Milk Bikis’ relationship with the state.
How to Generate Your Adengappa Stories:
- Scan the QR code on the Britannia Milk Bikis pack
- Scan any household objects to generate stories
- Submit your narration for a chance to win weekly prizes or a trip to Hong Kong*
Create the stories here (Mobile only): https://adengappakadhaigal.com
Campaign Link:
