Britannia Milk Bikis and Talented revive Adengappa Kadhaigal 2.0 for interactive storytelling

Britannia Milk Bikis has relaunched Adengappa Kadhaigal 2.0, an upgraded Gen AI-led storytelling platform created with Talented. The initiative aims to make parent–child bonding more interactive by enabling families in Tamil Nadu to craft personalised stories using everyday objects. The platform builds on the idea that stories can emerge from familiar items at home, offering an accessible way for parents and children to spend time together.

By scanning any Britannia Milk Bikis pack, families can generate customised stories in English or Tamil, along with cues on how to integrate scanned household objects into their narratives. This edition adds a participatory layer by inviting parents and children to record their stories as video narrations. The most engaging entries are eligible for weekly prizes or the chance to win a trip to Hong Kong*.

Siddharth Gupta, general manager, marketing, Britannia, said the brand has long been part of childhood experiences in Tamil Nadu and that Adengappa Kadhaigal 2.0 extends this association through technology. Gupta noted that the platform offers simple tools to encourage creativity at home and reflects the brand’s continued connection with the region. Earlier initiatives such as ‘A Bite on TN’, the ‘Anaivarukkum’ campaign and the ‘Flashback Pack’ demonstrated similar regional focus and linguistic relevance.

Steps to generate your stories:

1. Scan the QR code on the Britannia Milk Bikis pack

2. Scan any household objects to generate stories

3. Submit your narration and stand a chance to win exciting prizes every week or a trip to Hong Kong*