Britannia Milk Bikis has launched a special edition packaging campaign conceptualised by Talented, the ‘Thirukural Challenge’. This campaign allows Kural words to be printed directly onto the biscuits, enabling children and families to collect and piece together complete verses from the 2,000-year-old Tamil script.
The Thirukkural is a collection of 1,330 Kurals and remains one of the most widely referenced texts in Tamil culture. Written by the poet-philosopher Thiruvalluvar, the Thirukkural can be commonly spotted in classrooms, public transport, debate stages, public speeches and temple walls all across Tamil Nadu.
In this special edition Britannia Milk Bikis Thirukkural Pack, select biscuits carry a Kural word. As the words are randomised across the packs, when collected and arranged, the biscuits are bound to form three complete Kural, highlighting themes of friendship, learning, and perseverance.
Culture survives only when it is continuously discovered and passed on. While most children recognise this ancient text, only a few engage with it beyond memorising it for school. In incorporating the ancient text onto a product that children interact with every day, the campaign intends to make learning feel more engaging, playful and rewarding.
“We hope this initiative sparks curiosity and creates more opportunities for younger generations to interact with the timeless wisdom of Thirukkural,” said Siddarth Gupta, Vice President of Marketing at Britannia.
“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,” shared Ria Sharma, Brand Strategy at Talented.
The ‘Thirukkural Challenge’ campaign will be supported through film, social media, outdoor advertising and school partnerships across Tamil Nadu, alongside collaborations with educators, cultural advocates and community voices.
Source: Branding in Asia
