Britannia Milk Bikis
Flashback Pack

Background and Objective:

Targeted at modern Tamil parents, the Flashback Pack campaign by Britannia Milk Bikis aimed to leverage nostalgia and Tamil cultural heritage. The objective was to rejuvenate the brand's appeal and strengthen its connection with consumers by introducing Tamil nicknames on biscuits, transforming snack time into a culturally rich and engaging 'story time'.

Role:  

As the Creative on the campaign, I worked on conceptualizing and orchestrating surround content for the campaign.

Strategic and Creative Approach: 

Aimed at modern Tamil parents, the strategy hinged on nostalgia as a bonding agent. We introduced Tamil nicknames on Milk Bikis Classic biscuits, turning snack time into a culturally rich 'story time'.

Execution:

The campaign was executed across various media, with a pre-launch teaser to build intrigue, culminating in a nickname reveal and a contest microsite, engaging audiences digitally. The hero of which was removing the brand name 'Britannia' from biscuits and changing it to traditional and culturally relevant nicknames for users to engage with. 

Challenges and Solutions:

The challenge was to rejuvenate a well-established brand in a market with high saturation. The solution was a hyper-local, nostalgia-driven campaign that resonated deeply with the target audience.

Results and Impact: 

1. Business Objective: Achieved an 85% YoY growth in volume, surpassing sales and market share targets.

2. Consumer Objective: Increased brand awareness and household penetration, particularly among families with children.

3. Digital Objective: Garnered significant digital engagement, with thousands of registrations and high interaction rates on social media.