Specifically the consumers in Tamil Nadu collectively created a movement to bring back the sweetest memories of their childhood with Britannia Milk Bikis Classic.
Recently, the company launched ‘an ode to simpler times’ campaign that aimed at celebrating the simple joys of good old days and taking consumers back to the by-lanes of childhood memories. This opened a floodgate of memories and resulted in a surge of demand to bring back the classic pack and the company paid heed to them.
It will be re-launched in its original avatar – flowery border design, the company logo embossed on the centre of the biscuit, with the familiar bottle on the pack and that same milky taste.
Commenting on the relaunch of the Milk Bikis Classic, Vinay Subramanyam, VP marketing, Britannia Industries, said, “The consumers of Tamil Nadu have grown up eating Milk Bikis. It is a brand with huge emotional connect with the state. And in these times, what we have realised is that we crave our past even more. Our childhood. Our simplicity. Our friends. And it is unsettling to see that markers of our childhood are not there anymore to share with our children and to tell them this is how we grew up. And that is why we thought this was the perfect time to bring back Milk Bikis Classic.”
The re-launch was resultant of a round of voting set in motion all over Tamil Nadu where consumers and influencers shared their memories around the old pack. This led to the trending of #BringBackMilkBikisClassic and #MyMilkBikisMemories across Facebook and Instagram with netizens sharing their fondest memories associated with the brand.
Many stated that it is part of every 90s kid’s life and is equivalent to the good old memories of the simpler times. More than a million demands to bring back the biscuit were received by the brand.
Priced at Rs 10 for 65 gms, it will be available exclusively in Tamil Nadu across all modern and retail trade formats. The re-launch of the pack is supported by a 360-degree marketing plan including a new TVC, in-store activation, outdoor and digital programmes