Britannia Milk Bikis has launched the Thirukkural Challenge, a special edition packaging campaign developed by Talented that prints Kural words directly onto biscuits, allowing children and families in Tamil Nadu to collect and piece together complete verses from the 2,000-year-old Tamil text.
The Thirukkural, written by the poet-philosopher Thiruvalluvar, is a collection of 1,330 Kurals and remains one of the most widely referenced texts in Tamil culture, appearing in classrooms, public transport, debate stages, public speeches, and temple walls.
In the special edition Britannia Milk Bikis Thirukkural Pack, select biscuits carry a Kural word. The words are randomized and spread across packs; when collected and arranged, the biscuits form three complete Kurals centered around themes of friendship, learning, and perseverance.
A dedicated microsite allows consumers to collect the Kural words they find on the biscuit, piece together Kurals, and win hourly prizes. 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.
“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 Thirukkural in a way that feels fun and engaging to them,” said Siddharth Gupta, Vice President – Marketing, Britannia.
“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.”
“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,” said Ria Sharma, Brand Strategy, Talented.
