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OVERVIEW
BRITANNIA MILK BIKIS
MILK BIKIS ANAIVARUKKUM 2022-23
Creative Direction, Illustrations, Regional | Social Amp, O&O Content
MBK Vera Enna
BACKground
Despite advertising that spoke to children for decades, Britannia Milk Bikis was, in reality, loved and consumed by every member of the Tamil Nadu household.
We shifted this stance to create Milk Bikis = Anaivarukkum (Milk Bikis for everyone), which for the first time had the kids of the family narrating stories of their parents, grandparents, elder siblings, uncles & aunts. Stories about their peculiar habits, their unique routines, their weird pet peeves - and how they too loved their Milk Bikis.
The campaign was fronted by 5 mini-biopics of these different characters from different parts of Tamil Nadu, featuring dialects from across the state - and the world of the characters was amplified through Milk Bikis on social.
The success of Anaivarukkum opened up a new platform for Milk Bikes to speak on - not nutrition or growth, but the joy of routines, of traditions and the way of everyday Tamil life.
Seetha Paati
Speaks Chennai Tamil
Baagi Anna
Speaks Thirunelveli Tamil
Alex Mama
Speaks Madurai Tamil
Dadaji
Speaks Sowcarpet Tamil
Reshma's Parents
Speak Nagercoil Tamil
Each of the 5 films was recorded in 3 dialect voiceover options. Using pincode targeting, we kickstarted a Facebook promotional campaign to tagret the Thanjavur dialect to Thanjavur audiences, the different Chennai dialects to Chennai pincodes, etc.
Social amplification
(Unmute to hear the subtle differences of 9 Tamil dialects)
Along with some O&O content to push across regional dialects ~
Also as a part of the social amp, we created a series of zines featuring our main characters
enjoying Milk Bikis at other times of their days, in different routines.
the team
COPY:
PG Aaditya
Swetha Sankar
Varun Khiatani
ART:
Samyu Murali
Radhika Subramanian
BUSINESS:
Balaji Padmanabhan
Dhruv Shinghala
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