As part of their ongoing commitment to equal parenting, Britannia Milk Bikis has launched a campaign aimed at dads in Tamil Nadu. Developed by Talented, ‘Adengappa Kadhaigal’ (loosely translated as wow! stories) is an innovative AI-powered storytelling resource designed to help fathers become better storytellers for their children.
Building on the concept that everything around you can tell a story, this pioneering platform uses everyday household objects to enhance story time. By scanning any Britannia Milk Bikis pack, dads can generate stories in both English and Tamil. Each story includes prompts on how to use the object as a prop to tell engaging stories to their kids.
Last year, Britannia Milk Bikis highlighted the importance of collaborative parenting with their #GrowthNeedsBoth campaign, featuring Prithi Ashwin and her husband R. Ashwin with their two daughters. The campaign underscored the significance of both parents working together as equal partners for the holistic growth and development of their children.
Amit Doshi, CMO of Britannia Industries, commented, “Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new age technology. We’ve trained the AI model to recognise thousands of objects found in households to make stories more accessible.”
Samyu Murali and Balaji Padmanabhan from Talented noted, “In a state where films are worshipped, they sometimes perpetuate a stereotypical image of moms - where dads are seen as the ‘fun’ parent and moms are relegated to the role of the disciplinarian. Advertising is trying to raise our children differently, starting with showing dads as equal parts storytellers.”
Britannia Milk Bikis has always maintained a strong connection with Tamil Nadu. Previous campaigns, such as ‘Britannia Milk Bikis Anaivarukkum,’ which celebrates Tamil Nadu’s linguistic diversity and regional pride, and the ‘Britannia Milk Bikis Flashback Pack’ campaign, which honours the unique and affectionate nicknames used in Tamil households, highlight this regional focus.
To create your own stories, visit: Generate your stories
