Britannia has partnered with World Chess Champion Gukesh Dommaraju for its Milk Bikis brand. At 17, Gukesh recently became the youngest player to win the FIDE Candidates Tournament and is now the reigning World Chess Champion. The collaboration aims to promote strategic thinking among children through the launch of an interactive virtual chess challenge.
The initiative, titled Britannia Milk Bikis Smart Moves, can be accessed via QR codes printed on Milk Bikis Base and Atta variant packs. The virtual game consists of two levels designed to test logical reasoning and decision-making speed.
In Level 1, participants are required to execute a single checkmate move. Successful players receive cashback rewards. Level 2 presents a more complex challenge involving a two-move checkmate, and those who complete it are awarded a CircleChess subscription.
The game includes a leaderboard tracking players' speed and efficiency. The top-ranked participant will win the opportunity to either play a match with Gukesh Dommaraju or travel to Europe to attend an international chess tournament*.
The campaign is supported by a fully AI-generated promotional film featuring a digital recreation of Gukesh Dommaraju. Created using generative AI tools, the film maintains consistent visuals and voice throughout.
Gukesh Dommaraju said, “I’m really excited to partner with Britannia Milk Bikis. Chess has taught me patience, focus, and the power of thinking ahead, and I believe every young mind can benefit from it. With Milk Bikis Smart Moves, I’m glad that young minds across the country now have a fun and accessible way to experience the magic of chess. It’s a great first step into a game that sharpens the mind and builds confidence, and I can’t wait to see the talent it inspires.”
Siddharth Gupta, General Manager - Marketing, Britannia, said, “Gukesh D represents the sharpest mind of his generation, and we at Britannia are proud to join hands with him for Britannia Milk Bikis. With Milk Bikis Smart Moves, we’re bringing a new dimension of engagement to our consumers, a game that not only entertains but also exercises the brain. Taking this innovation a step further, we’ve also launched a fully AI-generated film featuring Gukesh, setting a creative benchmark in the way stories can be told using technology. Every Milk Bikis pack now becomes a gateway to thinking faster, playing smarter, and being rewarded for it. This collaboration reflects Britannia’s continued commitment to nurturing talent in sports and inspiring the next generation of champions across diverse disciplines. The campaign blends tech, gaming, and strategy to spark curiosity and competition among young audiences in a fun, rewarding way.”
Meherzad Contractor, Head of Studios, Hogarth India, said, “This film is a bold leap into the future of storytelling. With this film, we’ve redefined what’s creatively possible with Gen AI in advertising. To bring a world champion like Gukesh D to life entirely through AI — with absolute realism and consistency — is not just a technical feat, but a creative breakthrough. We’re proud to partner with Britannia on this historic first for Indian advertising.”
Participants can scan the Milk Bikis pack to begin the game. The top performer may secure a chance to play with Gukesh or attend an international tournament in Europe*.
