India – As part of their ongoing platform for equal parenting, Britannia Milk Bikis has joined forces with Talented for their latest campaign, which empowers dads to use AI to generate heartfelt Tamil stories for children.
Conceptualised by Talented and brought to life by Web Dimension, ‘Adengappa Kadhaigal’ (loosely translated as “Wow! Stories”) is a GenAI-powered storytelling resource designed to help dads become better storytellers for their children.
The campaign is inspired by the idea that “everything around you can tell a story,” and this unique platform utilises everyday household objects to enhance storytime experiences. By scanning any Britannia Milk Bikis pack, parents can generate stories in both English and Tamil. Each story includes prompts on how to use the scanned object as a prop to engage children in storytelling.
The campaign features a short film that showcases the new storytelling resource platform. It offers a fresh perspective on storytelling and redefines the role of dads as active caretakers.
Speaking on the initiative, Amit Doshi, CMO of Britannia Industries, said, “Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new-age technology. We’ve trained the AI model to recognise thousands of objects found in households to make stories more accessible.”
Meanwhile, Samyu Murali, creative, and Balaji Padmanabhan, brand strategy at Talented, shared, “In a state where films are worshipped, they sometimes perpetuate a stereotypical image of moms—where dads are seen as the ‘fun’ parent and moms are relegated to the role of the disciplinarian. Advertising is trying to raise our children differently, starting with showing dads as equal parts storytellers.”
Britannia Milk Bikis has long maintained a strong connection with Tamil Nadu. Campaigns such as “Britannia Milk Bikis Anaivarukkum,” which celebrates the region’s rich linguistic diversity and pride, and the “Britannia Milk Bikis Flashback Pack,” which honours the affectionate nicknames used in Tamil households, underscore this regional commitment.
Last year, the company also introduced its #GrowthNeedsBoth campaign, featuring Prithi Ashwin and her husband R. Ashwin, along with their two daughters. This campaign highlights the significance of collaborative parenting in fostering the holistic growth and development of a child.
