Britannia Industries announced the latest addition to its Milk Bikis Portfolio - Britannia Milk Bikis Smart, India’s first biscuit enriched with DHA and 16 micronutrients, and made with 100% atta. Helming the launch is World Chess Champion Gukesh Dommaraju, who has joined hands with Britannia Milk Bikis as the face of the brand, reinforcing the important role chess can play in cognitive development in young individuals.
In addition to DHA, other micronutrients include Choline, B vitamins, Iron, Calcium, Vitamin D and Zinc. Together, these ingredients are known to support young minds in their growing years, helping build focus, stamina and overall well-being.
Speaking on the launch, Sudhir Nema, Chief Development & Quality Officer, Britannia, said, “Britannia Milk Bikis has always held a special place in the hearts of families in Tamil Nadu, where it has been a trusted companion for parents through everyday moments for decades. With Britannia Milk Bikis Smart, we are committed to taking this legacy forward with a product made with 100% atta, enriched with DHA and 16 micronutrients known to help support the growth and development of kids. This launch reflects our effort to keep evolving the portfolio with products that are fresh, wholesome, relevant and exciting for today’s health-conscious consumers.”
Sharing his thoughts on the association, Gukesh Dommaraju said, “Chess has taught me that every move counts, and it’s the decisions you make early on that define the course of the game. I am excited to collaborate with Britannia Milk Bikis Smart, a product that echoes the same philosophy of helping everyone take smart steps from the very beginning.”
To announce the launch of Milk Bikis Smart, Mullen Lintas conceptualised the TVC that captures Gukesh in an unguarded moment of reflection until something entirely unexpected interrupts his train of thought. We see him encounter his own Youngmaster avatar, which leads to something no one anticipated. Not even Grandmaster Gukesh.
Adding to the excitement, each Milk Bikis Smart biscuit is designed with a chess shape embossed on it, turning snacking into a fun and engaging experience that sparks curiosity for the game while delighting consumers with every bite.
Britannia Milk Bikis Smart is now available across Tamil Nadu in retail stores as well as on BigBasket.
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