Britannia Milk Bikis has launched a fully AI-generated campaign film featuring teenage chess sensation Gukesh Dommaraju. Every frame of the film from Gukesh’s likeness to his voice and expressions has been created using advanced generative AI.
The campaign promotes Milk Bikis Smart Moves, a chess-themed initiative designed to sharpen young minds through strategy and gameplay. The film not only showcases Gukesh D as the face of the campaign but also represents a creative leap in how brands can use emerging tech to tell compelling, scalable stories.
“I’m really excited to partner with Britannia Milk Bikis,” said Gukesh. “Chess teaches essential life skills, and I’m glad kids now have a fun and accessible entry point through this initiative.”
Siddharth Gupta, General Manager - Marketing at Britannia, added, “With Smart Moves, we’re turning every Milk Bikis pack into a gateway to brain development and rewarding gameplay. The AI-generated film reinforces our belief in using innovation to inspire the next generation.”
Meherzad Contractor, Head of Studios at Hogarth India, described the production as a creative and technical milestone. “Bringing a world champion like Gukesh D to life entirely via AI — and doing it with such consistency and realism — is a landmark moment for Indian advertising.”
The campaign combines storytelling, AI technology, and interactive gaming to engage young consumers and ignite curiosity about chess.
With rewards that include a chance to win a trip to Europe, Milk Bikis Smart Moves invites kids across India to think faster, play smarter, and aim higher.
