India – To celebrate the release of the 2025 action-comedy film ‘Good Bad Ugly’ starring Ajith Kumar, the actor’s fan club teamed up with Britannia Milk Bikis to create a striking 15-foot garland made entirely of the beloved biscuits.
For the campaign, Ajith Kumar’s fan club reimagined the traditional ‘Paal Abhishekam’ ritual with a 15-foot garland made entirely of Britannia Milk Bikis, draped around a towering cutout of the actor at Chennai’s iconic Kasi Theatre.
The initiative was developed in collaboration with MullenLowe Lintas Group, Britannia’s creative partner for over five decades. The reimagined fan tribute sought to highlight Milk Bikis’ long-standing cultural connection with the people of Tamil Nadu.
Prateek Bhardwaj, chief creative officer at MullenLowe Lintas Group, said, “This moment is a beautiful reminder of what happens when a brand becomes deeply interwoven with people’s lives. To see Milk Bikis featured in a fan ritual like this speaks volumes about the bond it shares with Tamil Nadu. It’s a proud moment for all of us who’ve built stories around the brand over the years. And we’re especially glad that all the biscuits went on to serve a good cause.”
Following the celebration, all Milk Bikis packets used in the installation were donated to local NGOs — Karnaii Trust and Dorcas Shelter for Women with Disabilities — aligning with the fan club’s efforts to combine celebration with social impact.
The activation underlined the brand’s enduring presence in Tamil households, extending from a nostalgic childhood treat to a symbol within the region’s vibrant movie fandom culture.
“Milk Bikis is more than just a biscuit in Tamil Nadu — it’s a memory, a ritual, and now, a symbol of celebration. To see it embraced so warmly by Ajith Kumar’s fan community at such a landmark occasion is a testament to the strong place the brand holds in the hearts of consumers,” said Siddharth Gupta, general manager of marketing at Britannia.
