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For generations, Britannia Milk Bikis has been a part of growing up in Tamil Nadu. Over the years, the brand has celebrated the state's language, culture and traditions through various initiatives. Continuing this journey, Britannia Milk Bikis has launched the Thirukkural Challenge, an initiative designed to help children discover and learn Thirukkural through an interactive experience.
Written over 2,000 years ago by poet-philosopher Thiruvalluvar, the Thirukkural is a collection of 1,330 Kurals that continues to offer timeless lessons on everyday life, relationships, learning, leadership and values. Its wisdom remains relevant even today, with its teachings continuing to be passed down through generations.
The campaign was unveiled at Valluvar Kottam in Chennai, one of the most iconic tributes to Thiruvalluvar and the legacy of the Thirukkural. The launch brought together some of Tamil Nadu’s best known scholars, artists and cultural voices to discuss the continued relevance of the Thirukkural, how younger generations consume and engage with content today, and why the way Thirukkural is learnt may need to evolve to make it more engaging and immersive for the younger generation.
The discussion featured Dr G. Gnanasambandan, Lydian Nadhaswaram, Suki Sivam and Bharathy Bhaskar, who shared their views on how Thirukkural has been passed down through generations, the role of storytelling, music and everyday conversations in helping children connect with its teachings, and how interactive experiences can encourage the younger generation to discover and learn Thirukkural.
Speaking about the initiative, Archana Balaraman, General Manager - Marketing, Britannia Industries Ltd., said, "Britannia Milk Bikis has shared a special bond with Tamil Nadu for generations, and celebrating the culture of the state has always been an important part of that journey. The Thirukkural already belongs to every family here, woven into how
we speak, how we teach and how we live. Through the Britannia Milk BikisThirukkural Challenge, we wanted to play our part in helping the younger generation discover and learn Thirukkural through an experience that is interactive and enjoyable. We hope the initiative encourages more families and children to engage with the Kurals together and creates moments of learning and discovery.”
Ria Sharma, Brand Strategy, Talented said “Thirukkural is the original life coach. Long before motivational reels and podcasts, Kurals were teaching people how to live better lives. With this campaign, we’re trying to showcase the relevance of Kurals for the new generation. Now we have a 2,000-year-old-life coach in a biscuit.”
Conceptualised by Talented, Britannia Milk Bikis packs now feature Kural words embossed on select biscuits, with different words spread across packs. When collected across packs and arranged, biscuits form three complete Thirukkuralscentred around themes such as friendship, learning and perseverance. Extending the experience beyond the pack, a dedicated microsite allows consumers to collect the kural words they find, piece together complete it and win prizes along the way, making learning fun and interactive. Bringing the idea to life, the campaign film showcases how Thirukkural, traditionally encountered through books, classrooms, and public spaces, can now be experienced through a familiar Milk Bikis moment.
To participate in the Milk BikisThirukkural Challenge:
1. Buy a special edition Milk BikisThirukkural pack and scan the QR code.
2. Spot the Thirukkural words on the biscuit.
3. Teach them to your kids.
4. Record and send the video to win rewards.
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