Britannia Milk Bikis and Talented set out to solve Tamil Nadu’s biggest biscuit mystery
For decades, Tamil Nadu has had a very particular way of eating Milk Bikis Classic – bite around the flower border first and then finish the center later. The biscuit is so iconic that the people of the state have lovingly given it a name of its own: ‘Poo Potta Border Biscuit’, or ‘the biscuit with the flower border.’
But there’s one question that generations of Britannia Milk Bikis eaters may have never asked, but often wondered – which flower is it?
This simple question is at the heart of Britannia’s latest campaign, created by Talented. A curious young girl asks her father this question, and then sets out to solve this mystery, seeking out all the adults around her for the right answer. From her neighbourhood flower seller to her science teacher to familiar sights around her, she leaves no stone unturned. Until she finds the one person in Tamil Nadu you’d trust to settle a debate– Solomon Pappiah.
Puneet Das, Chief Marketing Officer, Britannia, said: ‘Britannia Milk Bikis and Tamil Nadu share a special bond, with generations having grown up with the brand. The way people here have made the biscuit their own, right down to calling it ‘Poo Potta Border Biscuit’, is a lovely reflection of that bond. This campaign is our way of celebrating the special place Britannia Milk Bikis holds in Tamil Nadu.”
PG Aditiya, Co-founder and CCO, Talented, said: “We found the answer in the question itself. The wordplay between the flower on the biscuit (poo) and love (anbu), gave us a beautiful way to showcase the affection the people of the state have had for Milk Bikis for generations. And who better to settle a debate than THE Solomon Pappiah?”
Farooq Mohamed, Director and Co-founder, Kadhai Films, added: “What excited us was how a tiny detail on such a familiar biscuit could open up an entire world. We wanted to take the audience along on that search and make a warm and fun film with the young girl’s curiosity leading the story. Milk Bikis was such a big part of our own growing up, so the connection was instant. Most importantly, the idea had its heart in the right place, and we were lucky to have a wonderful team that believed in it and brought that warmth to every frame.”
The campaign celebrates the consumption ritual beyond the film, bringing it to life across multiple retail touchpoints. Retail spaces carry a playful guide for the proper way to enjoy a Britannia Milk Bikis Classic. A photo series also celebrates the many ways generations of Tamil Nadu have made this little ritual their own.
