All Milk Bikis packets used were donated to local NGOs for children and women.
Mumbai: Britannia Milk Bikis, one of Tamil Nadu’s most loved biscuits for decades, was at the heart of a unique celebration in Chennai during the release of Good Bad Ugly, starring Ajith Kumar. To mark the occasion, Ajith Kumar’s fan club reimagined the traditional Paal Abhishekam with a 15-foot garland made entirely of Britannia Milk Bikis, draped around a towering cutout of the star at the iconic Kasi Theatre. Reimagining a popular fan ritual, the garland became a striking symbol of Britannia Milk Bikis’ long-standing association with the people of Tamil Nadu.
This unique celebration reflected the brand’s deep-rooted bond with Tamil Nadu. For decades, Britannia Milk Bikis has been a part of nostalgia in Tamil households and now, a part of movie fandom culture. Its presence in this fan-led celebration highlights the special relationship the brand shares with its consumers. The biscuits were later donated to local NGOs – Karunaii Trust and Dorcas Shelter for Women with Disability, reinforcing the fan club’s commitment to celebrating with purpose.
“Milk Bikis is more than just a biscuit in Tamil Nadu — it’s a memory, a ritual, and now, a symbol of celebration,” said Siddharth Gupta, General Manager – Marketing, Britannia. “To see it embraced so warmly by Ajith Kumar’s fan community at such a landmark occasion is a testament to the strong place the brand holds in the hearts of consumers.”
MullenLowe Lintas Group has been Britannia’s long-standing creative partner for over five decades, playing a steady role in shaping and has the brand’s voice across categories, building distinct identities for iconic products, like Milk Bikis. It has helped in building culturally strong narratives that keep the brand connected with consumers across generations.
Prateek Bhardwaj, Chief Creative Officer, MullenLowe Lintas Group said, “This moment is a beautiful reminder of what happens when a brand becomes deeply interwoven with people’s lives. To see Milk Bikis featured in a fan ritual like this speaks volumes about the bond it shares with Tamil Nadu. It’s a proud moment for all of us who’ve built stories around the brand over the years. And we’re especially glad that all the biscuits went on to serve a good cause.”
As Britannia Milk Bikis continues its journey in Tamil Nadu, the brand remains focused on deepening its connection with consumers and being part of moments that matter — in homes, in memories, and in celebrations.