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 50 instantly recognisable 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 by mapping 80+ billboards across 19 districts, tailoring each one to its particular location. We highlighted iconic cultural landmarks, local food spots, parks, neighbourhoods, subcultures, local businesses, transport and many more.
