Chennai: Britannia Milk Bikis launches ‘Anaivarukkum, a region-specific campaign, celebrating Tamil Nadu’s linguistic diversity and regional pride.
Anaivarukkum, meaning ‘for everyone’, celebrates the rich plurality of dialects in the state. Each region within Tamil Nadu has its own distinctive heritage, captivating beauty, revered icons, and unique spoken dialects. With this gesture Milk Bikis aims showing its gratitude to the state, by shining light on sub-cultures within neighbourhoods and districts. The campaign reflects the deep understanding and appreciation of the state that the brand has garnered over its 40 year journey.
The brand has launched 5 digital videos representing 15 different dialects across the state ranging from Coimbatore to Madurai, Karaikudi to Toothukudi, Chennai to Erode and many others.
Commenting on the campaign, Amit Doshi, Chief Marketing Officer, Britannia Industries Limited, said that “Milk Bikis is loved all over Tamil Nadu, 1 in 5 biscuits bought in TN is a Milk Bikis and over a third of the households in the state consume the biscuits every month. With a bond as special as this, Anaivarukkum is a humble tribute to the state, the various beautiful dialects spoken across the state, rituals, its destinations and pop-culture”.
PG Aditya, Founder of the Creative agency, Talented, said, This campaign was led by two of my colleagues at Talented – Balaji and Samyu, who are both from TN. No better team to helm this.
“Through this 60-part TN tribute series, we’re showing our gratitude to the state while shining light on sub-cultures within neighbourhoods and districts that have a separate fanbase. We’ve curated a series of customised writing for each Tamil dialect across regions within the state. Milk Bikis’ potential to have a deep, highly-engaged relationship through hyper-localised creative work across TN is immense. And we’re just getting started!” –
Team Talented
Aaliya Sheikh, Balaji, Dhruv Shingala, PG Aditiya, Prashant Gopalakrishnan, Radhika Subramanian, Samyu Murali, and Swetha Sankar, Musingly – Language expert.
Rooted Production – For Dialect films – Ronak Chugh and Yash Shanghavi
Team Britannia
Amit Doshi, Vinith Muralidharan, Tanya Jakhar
