TVC: https://www.youtube.com/watch?v=k9uhdnloSFo
National, 12 December 2025: Following the successful launch of Adengappa Kadhaigal 2.0, Britannia Milk Bikis has introduced a Special Super Star biscuit across its packs, further deepening the brand’s enduring bond with Tamil Nadu. The new edition transforms the much-loved Britannia Milk Bikis into a collectible, celebrating the symbols and storytelling culture that define the state.
The special edition biscuit features superstar-style sunglasses embedded into the iconic Milk Bikis waffle design, creating a moment of surprise and delight for families. Once discovered, consumers can scan the QR code on-pack, log into the Adengappa platform, and then scan the superstar biscuit to unlock a special story. Parents and children can narrate these stories together and submit their recordings for a chance to win weekly rewards or a trip to Hong Kong*.
Conceptualised by Talented, this launch builds on the heart of Adengappa Kadhaigal 2.0, which uses GenAI storytelling to spark imagination using everyday household objects. By adding this special biscuit into the experience, Britannia Milk Bikis brings a new dimension of discovery, play and creativity to homes across Tamil Nadu.
To amplify the launch, Britannia Milk Bikis has also rolled out high-impact OOH billboards across key Chennai landmarks, including Royapettah, Koyambedu Flyover and Express Mall, along with a campaign film that captures the magic of discovering the Special Edition biscuit and stepping into the world of Adengappa.
