Britannia Milk Bikis launches special edition biscuit extending Adengappa storytelling

Britannia Milk Bikis has unveiled a Special Edition Superstar Biscuit across its packs, building on the momentum of Adengappa Kadhaigal 2.0 and strengthening its long-standing cultural connection with Tamil Nadu. Announced nationally on December 12, 2025, the initiative extends the brand’s storytelling ecosystem by transforming the everyday biscuit into an interactive and collectible experience for families.

The Special Edition Superstar Biscuit reimagines the familiar Milk Bikis waffle design by embedding a pair of superstar-style sunglasses into the biscuit. The visual cue is designed to surprise consumers at the point of consumption and encourage discovery within the pack. Once the biscuit is found, consumers are prompted to scan a QR code on the pack, log into the Adengappa platform and scan the superstar biscuit to unlock a special story.

Through this process, parents and children can co-create and narrate stories together, reinforcing family participation and shared moments at home. The platform also allows users to submit their recorded narrations, giving them the opportunity to win weekly rewards or a trip to Hong Kong. By linking a physical product with a digital storytelling interface, the brand aims to bridge play, imagination and technology in a single experience.

Conceptualised by Talented, the launch builds directly on the central idea of Adengappa Kadhaigal 2.0, which uses GenAI to spark creativity by turning everyday household objects into story prompts. The addition of the Special Edition biscuit introduces an added layer of discovery, positioning the product itself as a trigger for imaginative storytelling rather than just a consumable item.

To support the rollout, Britannia Milk Bikis has deployed a high-visibility outdoor campaign across key locations in Chennai. Billboards have been placed at prominent landmarks including Royapettah, Koyambedu Flyover and Express Mall to drive awareness and curiosity. The launch is also supported by a campaign film that captures the moment of discovering the Special Edition biscuit and entering the Adengappa storytelling universe.

Commenting on the initiative, Siddharth Gupta, general manager, marketing, Britannia, said, “Britannia Milk Bikis has always had a special place in the hearts of Tamil Nadu’s families. Our journey in the state has been shaped by its culture, its icons and its love for storytelling. With this Special Edition biscuit, we wanted to create a fun experience that surprises the people of the state. Adengappa Kadhaigal 2.0 has shown us how simple objects can spark powerful stories, and this biscuit extends that idea beautifully, turning discovery into imagination and imagination into family moments. This launch is a celebration of the bond we share with Tamil Nadu.”

The initiative draws on Britannia Milk Bikis’ established cultural legacy in the state. Over the years, the brand has created regionally rooted campaigns such as ‘A Bite on TN’, ‘Anaivarukkum’ and the ‘Flashback Pack’, each shaped by local insights and designed to reflect the emotional relationship the brand has built with families in Tamil Nadu. The Special Edition Superstar Biscuit continues this trajectory by blending local cultural cues with emerging technology and interactive formats.

Consumers can participate by scanning the QR code on the Britannia Milk Bikis pack, scanning the special superstar biscuit to generate stories, and submitting their narration for a chance to win prizes each week or a trip to Hong Kong. Through this integrated approach, Britannia Milk Bikis is extending its Adengappa storytelling platform beyond screens and into everyday family routines.