Chennai recently witnessed a heartfelt and innovative tribute to actor Ajith Kumar during the release of his film Good Bad Ugly. In a striking blend of fan enthusiasm and cultural nostalgia, a 15-foot garland made entirely of Britannia Milk Bikis biscuits was draped around a towering cutout of the star at the iconic Kasi Theatre.
This unique gesture was organised by Ajith Kumar’s fan club, reimagining the traditional Tamil ritual of Paal Abhishekam in a contemporary and edible form. The garland served as a symbolic celebration of the longstanding bond between Britannia Milk Bikis and Tamil Nadu.
All Milk Bikis packets used in the display were later donated to local NGOs, including Karunaii Trust and Dorcas Shelter for Women with Disability, in a gesture of goodwill that aligned with the fan club’s commitment to purposeful celebrations.
“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.”
Britannia’s long-standing creative partner, MullenLowe Lintas Group, has played a key role in shaping the brand’s narrative for over five decades, fostering connections across generations in Tamil Nadu and beyond.
Prateek Bhardwaj, Chief Creative Officer, MullenLowe Lintas Group, shared his thoughts: “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 to evolve with its consumers, the brand remains a staple in Tamil Nadu — present in everyday moments, cherished memories, and now, fan-led festivities.
