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OVERVIEW
BRITANNIA MILK BIKIS
MILK BIKIS Tamil Nadu day 2023
Creative Direction, Typography | OOH, Social Amp
For 45 years, the state of Tamil Nadu in India has showered Britannia Milk Bikis with immense trust and love. On Tamil Nadu Day, July 18th, Milk Bikis decided to give the love back with the 'Anaivarukkum' campaign, meaning "for all".
Without TN
there is no britannia.
With this as our key message, we published 14+ print ads in 14 different cities of Tamil Nadu, AND installed 77 billboards across the state, each with 50+ unique messages written in specific Tamil dialects, from Coimbatore to Chennai Tamil, capturing the local essence.
translation:
Without Halwa
There is no Nellai (Tirunelveli).
Without TN
There is no Britannia.
translation:
Without Auto Anna gang
There is no Central (Station).
Without TN
There is no Britannia.
SOME OF THE 77
ON-GROUND BILLBOARDS:
We thanked every corner of the state, not just in Tamil, but also in Madras Baashai, Madurai Tamil, and other regional dialects. We celebrated local delights like Jigarthanda in Madurai and the Marina beach in Chennai.
This labour of love involved deep research and community interactions to truly understand each place. The impact created lively discussions, especially on Twitter, with locals proudly sharing their city's unique traits.
Our billboards covered:
Chennai, Madurai, Thanjavur, Tirunelveli, Vellore, Erode, Coimbatore, Tiruppur, Salem and Trichy
Every 100 km there
is a language change,
and in everyno 30 km
the dialect changes.
This is a campaign that didn't just
evoke Tamil Nadu pride
but also pincode pride.
1/6
Amidst a sea of poorly dubbed Hindi ads in Tamil, this campaign is an ode to the Tamil language, ​its diversity and its rich culture.
the team
ART:
Aaliya Sheikh
Samyu Murali
Radhika Subramanian
COPY:
Swetha Sankar
PG Aditya
BUSINESS:
Balaji Padmanabhan
Dhruv Shingala
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