India — Britannia Milk Bikis has introduced ‘Adengappa Kadhaigal 2.0’, a revamped storytelling platform designed to enhance parent–child interactions through more creative and engaging experiences. Developed by Talented, the initiative utilizes Gen AI technology to help families in Tamil Nadu create personalized stories from everyday objects.
The platform also allows parents and children to scan any Britannia Milk Bikis pack to create stories in English or Tamil, complete with guidance on integrating household items into their narratives. Families can also record their story narrations as videos, with weekly opportunities to win prizes or a trip to Hong Kong for the most engaging submissions.
Siddharth Gupta, general manager marketing at Britannia, said, “For decades, Britannia Milk Bikis has been part of countless childhoods in Tamil Nadu, and Adengappa Kadhaigal 2.0 builds on that legacy in a fresh way. Through technology, we aim to provide parents with simple tools to spark creativity at home, without requiring any special setup or effort. As a brand that has grown alongside Tamil Nadu, this edition allows us to offer families a platform that enhances the moments they spend together.”
The initiative builds on Britannia Milk Bikis’ longstanding engagement with Tamil Nadu, following campaigns such as ‘A Bite on TN’, which celebrated Tamil Nadu Day, and ‘Anaivarukkum’ and ‘Flashback Pack’, which highlighted regional insights and the state’s linguistic heritage.
Families can participate in ‘Adengappa Kadhaigal 2.0’ by scanning the QR code on a Britannia Milk Bikis pack. The platform allows them to use everyday household objects to generate personalised stories, which can then be recorded as narrations. Selected entries are eligible for weekly prizes.
