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Britannia campaign celebrates 40 years of TN’s love for Milk Bikis

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Britannia campaign celebrates 40 years of TN’s love for Milk Bikis

Tamil Nadu has over three generations of love and stories to share around their most loved biscuit- Milk Bikis. Britannia celebrates this absolute trust and love through a unique campaign – My Milk Bikis, My Experiences, encouraging consumers to share their stories and be associated with the history of Milk Bikis.

“My Milk Bikis, My Experiences” is one of Britannia’s largest campaigns in recent times, rolled out exclusively for Tamil Nadu with the objective to bring alive stories of the brand’s presence in the Indian consumers’ life for the past 40 years. The initiative calls out to consumers to share their stories, memories or unique rituals via SMS/missed call to 7735533553 or by logging on to the Britannia Milk Bikis Facebook page. The best entries get a chance to be featured on the product pack with the stories, thereby making it one of the most enagaging promotions by any brand in the state of Tamil Nadu.

Speaking about the initiative, Ali Harris Shere, Vice-President Marketing, said, “For a Milk Bikis loyalist, it is more than just a biscuit. The faith that consumers, especially mothers place on Milk Bikis is unparalleled. The brand garners a deep emotional connect and this initiative is a celebration of our consumers’ love and trust in the brand.”

Since the launch in 1978, Milk Bikis has been a significant part of many people’s childhood. Market leader in the ‘Milk Biscuits’ category, the brand commands a national market share of 60 per cent and in Tamil Nadu over 87 per cent.

My Milk Bikis, My Experiences campaign is currently live and is supported by a 360-degree marketing plan with TV, digital and in-store branding.

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