Description
The people of TN have a unique habit - they bite around Milk Bikis’ iconic flower border first before consuming the biscuit. ‘A Bite of TN’ was created with this simple, deeply local insight. For TN Day, we turned this habit into a celebration of Tamilian pride & culture. We bit into the biscuits, using them to create 50+ recognizable Tamil symbols. From Rajinikanth’s sunglasses to Madurai’s iconic jasmine flowers, the bitten biscuits represented hyperlocal pride and spots that every city was known for. 80+ hyperlocal billboards across 19 districts acted as contextual guides to local spots. Print featured 13 district-specific “starter packs” featuring iconic locations for each. Our film turned the idea into an earworm using a Gaana-inspired soundscape & mixed-media animation. On social, people shared their own creations, making Milk Bikis a shared cultural expression. Across every platform, the idea held strong: every bite is personal, and together, those bites tell the story of TN.
