Institute of Marketing Communications India®

Britannia re-launches Milk Bikis with a fresh ad strategy featuring Pankaj Tripathi

Some years back, Milk Bikis used to be one of the most favorite biscuits of Indian children. But all along the years, Indian parents have also been warning children of too much biscuit consumption which might not be good for their health.

Britannia recently brought back Milk Bikis, which is made with 100% wheat flour and gives “doodh roti ki shakti.” The ad campaign for this revived biscuit features their brand ambassador and multi-talented actor Pankaj Tripathi. The campaign has been conceptualized by ad agency Lowe Lintas.

Vinay Subramanyam, Britannia’s VP of marketing said, “The 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit, we provide the goodness of doodh roti, which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing it in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition.”

One of the reports by Outlook Market says that the biscuit market in India is estimated to grow at a compound annual growth rate of 11.3%, in value terms, to reach Rs 52,771 crores by 2022.

Prior to the current launch of Milk Bikis, Britannia conducted a pan-India survey of mothers of children aged between 4-12. The results showed that 79% of Indian Moms feel the wholesomeness of traditional foods like Parantha, Daliya and Doodh Roti is what they would most want to be included in their kids’ diets. Post this finding, the biscuit was launched and it provides energy equal to that of a glass of milk and a roti.

The 30-second long ad campaign features Pankaj Tripathi as a parent who asks another parent about why she gives an ordinary biscuit or “Sadharan biskoot” to her child. Even the pack resembles that of “Parle-G” which is made of maida and not atta. Tripathi uses “Ji” quite a few times to give an indication of the competitor’s biscuit brand.

Puneet Kapoor, Regional Creative Officer of Lowe Lintas stated, “In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over the competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”


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