Tamil Nadu has grown up with the Thirukkural all around it, in classrooms, on public transport, on debate stages, in public speeches, and on temple walls. Written over 2,000 years ago by the poet-philosopher Thiruvalluvar, the collection of 1,330 Kurals remains one of the most celebrated guides to everyday life. However, culture survives only when it is continuously discovered and passed on. While most children recognise this ancient text, few engage with it beyond memorising it for school.
Britannia Milk Bikis has been a part of growing up in Tamil Nadu for generations. That same bond is what led to the launch of the Britannia Milk Bikis Thirukkural Challenge. The words of Thirukkural now sit on the biscuits themselves. In the special edition Britannia Milk Bikis Thirukkural Pack, select biscuits carry a Kural word, bringing this age-old part of Tamil culture onto something children reach for every day.
Conceptualised by Talented, Britannia Milk Bikis packs now feature Kural words on their biscuits, randomised and spread across packs. When collected across packs and arranged, the biscuits form 3 complete Kurals that are centered around themes like friendship, learning and perseverance. The campaign uses the biscuit as an interactive learning tool, encouraging children and parents to discover, collect, and piece together Kurals.
Siddharth Gupta, vice president of marketing, Britannia said, “Thirukkural has been an integral part of Tamil culture for generations, and its wisdom continues to remain relevant even today. As a brand that shares a deep connection with Tamil Nadu, Britannia Milk Bikis wanted to play its part in helping children discover and learn the Thirukkural in a way that feels fun and engaging. The Thirukkural Challenge uses a familiar Milk Bikis experience to encourage children and families to discover, collect and complete Kurals together. We hope this initiative sparks curiosity and creates more opportunities for younger generations to interact with the timeless wisdom of Thirukkural.”
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.”
The campaign film can be viewed here
The experience doesn’t end with the biscuit. A dedicated microsite allows consumers to collect the Kural words they find on the biscuit, piece together Kurals, and win hourly prizes along the way – making this a fun learning experience for both parents and kids. The larger campaign will roll out across films, social media, outdoor and school partnerships across Tamil Nadu, alongside collaborations with advocates, educators, and cultural voices.
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Naresh Khanna – 10 February 2025
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