Ad Campaigns
Britannia Milk Bikis & Talented launches new campaign
Mumbai: As part of their ongoing platform of equal parenting, Britannia Milk Bikis has launched a campaign speaking to the dads of Tamil Nadu. Conceptualised by Talented, ‘Adengappa Kadhaigal’ (loosely translated to wow! stories) is a Gen AI-powered storytelling resource that equips dads to be better storytellers for their kids.
Stemming from the thought of ‘everything around you can tell a story’, this first-of-its-kind platform uses objects commonly found in households to aid storytime. Scan any Britannia Milk Bikis pack to generate stories, both in English and Tamil. Each story comes with prompts on how to use that object as a prop to narrate stories to kids.
Britannia Milk Bikis launched the #GrowthNeedsBoth campaign last year with Prithi Ashwin and her husband R. Ashwin, alongside their two daughters, to highlight the importance of collaborative parenting. The campaign emphasises that the combined efforts of both parents as equal partners are important in ensuring the holistic growth and nourishment of the child.
Touching upon the cultural nuances of the initiative, Britannia Industries CMO Amit Doshi said, “Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new-age technology. We’ve trained the AI model to recognise thousands of objects found in households to make stories more accessible.”
Generate your stories here: https://milkbikisadengappa.com/
Talented creative, brand strategy Samyu Murali and Balaji Padmanabhan added, “In a state where films are worshipped, they sometimes perpetuate a stereotypical image of moms – where dads are seen as the ‘fun’ parent and moms are relegated to the role of the disciplinarian. Advertising is trying to raise our children differently, starting with showing dads as equal parts storytellers.”
With a refreshing take on storytelling, this campaign stands out from other ads in the category where a mom’s role is usually the primary caretaker, and makes you ponder ‘Why aren’t more brands speaking to dads?’
Britannia Milk Bikis has always had a deep-rooted connection with Tamil Nadu. Campaigns like “Britannia Milk Bikis Anaivarukkum,” which celebrates Tamil Nadu’s rich linguistic diversity and regional pride, and “Britannia Milk Bikis Flashback Pack” campaign, which celebrates the unique and affectionate nicknames used in Tamil households, highlight this regional focus.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
