Description
The people of Tamil Nadu have a unique habit - they instinctively bite around Milk Bikis’ iconic flower border first before consuming the biscuit. We created ‘A Bite of TN’ for Britannia by starting with this simple, deeply local insight. For Tamil Nadu day, we tapped into this habit to dive deep into Tamilian pride and culture. We bit into the biscuits, using them to create over 60 instantly recognizable Tamil symbols. From Rajinikanth’s signature sunglasses to Madurai’s iconic jasmine flowers, these bitten biscuits showcased symbols of hyperlocal pride and spots that every city was known for. We scaled this even more with 13 district-specific print editions, showcasing each location mapped with distinct shapes representing local favourites - iconic cultural landmarks, local food spots, parks, neighbourhoods, subcultures, local businesses, transport and many more. Each edition served as a “starter pack” to learn more about the state.
