Mumbai: Milk, childhood memories, unique ways of eating your favourite milk biscuit – Tamil Nadu has over three generations of love and stories to share around their most loved biscuit! Britannia celebrates this absolute trust and love through a unique campaign – My Milk Bikis, My Experiences, encouraging consumers to share their stories and be associated with the history of Milk Bikis.
“My Milk Bikis, My Experiences” is one of Britannia’s largest campaigns in recent times, rolled out exclusively for Tamil Nadu with the objective to bring alive stories of the brand’s presence in the Indian consumers’ life for the past 40 years. The initiative calls out to consumers to share their stories, memories or unique rituals via SMS/missed call to 7735533553 or by logging on to the Britannia Milk Bikis Facebook page. The very best entries get a chance to be featured on the product pack with the stories, thereby making it one of the most enagaging promotions by any brand in the state of Tamil Nadu.
Speaking about the initiative Mr. Ali Harris Shere, Vice-President Marketing, said, “For a Milk Bikis loyalist, it is more than just a biscuit. The faith that consumers, especially mothers place on Milk Bikis is unparalleled. The brand garners a deep emotional connect and this initiative is a celebration of our consumers’ love and trust in the brand.”
Since the launch in 1978, Milk Bikis biscuits stands for taste, energy and quality. Market leader in the ‘Milk Biscuits’ category, the brand commands a national market share of 60 per cent and in Tamil Nadu over 87 per cent.
My Milk Bikis, My Experiences campaign is currently live and is supported by a 360-degree marketing plan with TV, digital and in-store branding. So, bring on the Milk Bikis love, share your stories and stand a chance to be featured on the Milk Bikis pack!
Britannia Company Profile
Britannia Industries is one of India’s leading food companies with a 100 -year legacy and annual revenues in excess of Rs. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favourite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 MN loaves daily across more than 73 cities and towns of India.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat. Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began working with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!