Mumbai: Building on the strong consumer response to Adengappa Kadhaigal 2.0, Britannia Milk Bikis has introduced a Special Edition Superstar biscuit across its packs, bringing a fresh layer of excitement to its storytelling-led engagement with families in Tamil Nadu. The launch strengthens the brand’s long-standing cultural connection with the state by turning its iconic biscuit into a collectible inspired by Tamil Nadu’s love for symbols, stories, and superstar flair.
The new biscuit features embedded superstar-style sunglasses within the classic Milk Bikis waffle design, offering a fun moment of discovery for children and parents. By scanning the on-pack QR code and logging onto the Adengappa platform, consumers can scan the superstar biscuit to unlock a special story. Families can narrate these stories together and submit recordings for a chance to win weekly rewards or a trip to Hong Kong*.
Conceptualised by Talented, the launch enhances the imagination-driven world of Adengappa Kadhaigal 2.0, which uses GenAI to turn household objects into creative storytelling sparks. The special biscuit elevates this experience, adding surprise, play, and participation to everyday snacking moments.
To boost visibility, Britannia Milk Bikis has unveiled high-impact OOH billboards across Chennai landmarks such as Royapettah, Koyambedu Flyover, and Express Mall, supported by a campaign film that showcases the delight of discovering the limited-edition biscuit and entering the Adengappa universe.
Siddharth Gupta, General Manager, Marketing, Britannia, said, “Britannia Milk Bikis has always had a special place in the hearts of Tamil Nadu’s families. Our journey in the state has been shaped by its culture, its icons and its love for storytelling. With this Special Edition biscuit, we wanted to create a fun experience that surprises the people of the state. Adengappa Kadhaigal 2.0 has shown us how simple objects can spark powerful stories, and this biscuit extends that idea beautifully, turning discovery into imagination and imagination into family moments. This launch is a celebration of the bond we share with Tamil Nadu.”
Through this new edition, Britannia Milk Bikis continues its legacy of culturally resonant campaigns—from A Bite on TN to Anaivarukkum and Flashback Pack—combining tradition, technology, and imagination to create deeper family experiences.
Steps to generate your stories:
- Scan the QR code on the Britannia Milk Bikis pack
- Scan the special superstar biscuit to generate stories
- Submit your narration and stand a chance to win exciting prizes every week or a trip to Hong Kong*
