MAM
Britannia rolls out new campaign for Milk Bikis Classic relaunch
Mumbai: FMCG major Britannia is all set to bring back the iconic Milk Bikis Classic biscuit to the market, beginning with Tamil Nadu. The relaunch is being supported by an influencer-driven digital campaign ‘An Ode to Simpler Times’ that is currently running across social media platforms including Facebook, Instagram, Twitter, and LinkedIn.
The bond between Tamil Nadu and Britannia Milk Bikis has grown stronger over the last four decades and together we have created some beautiful memories. In a bid to cherish this bond, the ‘An Ode to Simpler Times’ campaign celebrates the simple joys of good old days such as listening to music on mixtapes, Sunday evenings spent on the Marina beach, and catching a train from Chennai Central, the company said in a statement.
As the brand reminisces the simpler times through the campaign, it promises to bring back the Milk Bikis Classic through a special voting campaign open for Tamil Nadu consumers. The campaign received an overwhelming response from consumers with #BringBackMilkBikisClassic trending across the platforms within just three days of going live. Influencers and celebrities from Tamil Nadu such as Makapa Anand, Rakshan, and Pugazh took to social media to share their favourite Milk Bikis Classic memories.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
