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Britannia re-launches Milk Bikis as Milk Bikis 100% Atta Biscuits to meet kids’ nutrition needs

Launched in response to an increasing call for wholesome nutrition for children and recalling the power of traditional Indian foods, the brand promises ‘Doodh Roti ki Shakti’ through its campaign conceptualised by Lowe Lintas

Click on the Image to watch the TVC.

Based on key findings of its own survey, Britannia has re-launched Milk Bikis as Milk Bikis 100% Atta Biscuits in some key markets across the country, with no change in the price.

With the promise of “Doodh Roti ki Shakti”, the biscuit has been designed as the perfect ally to parents who want to serve wholesome goodness in their children’s snacks without compromising on taste.


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Children’s nutrition, particularly in the times of a pandemic, is a top priority for parents and they are always trying to get kids to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents.


To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a nation-wide study among mothers of children aged between 4 and 12 years in the latter half of 2020. It emerged that 79% of Indian mothers feel the goodness of traditional foods such as doodh, roti, parantha and daliya are missing in the diet of kids.

The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods —while mothers love the taste of foods such as doodh, roti, their children more often than not, didn’t.

In the backdrop of these findings, the brand today launched the 100% Atta product.

This new biscuit has been created with the goodness of milk and now has the added benefit of 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers energy equal to the energy provided by one glass of milk + one roti. 


The campaign:

Actor Pankaj Tripathi is the brand ambassador for the new campaign, which has been conceptualised by Lowe Lintas, Bangalore.

Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, Britannia Industries, said, “The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition.”

Puneet Kapoor, Regional Creative Officer, Lowe Lintas, said, “In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”


Creative: Puneet Kapoor, Shiv Parameswaran, Deepesh Rajani, Jerald Samuel, Ayanangshu Lahiri and Richa Jain

Account Management: Sonali Khanna, Smrithi Ramanujam, Shreya Singh and Shruthi Rao

Planning: Kishore Subramanian, Prashanth Murthy and Saumya Chattopadhyay

Production House: Radhika Produces Film

Producer: Radhika Sawhney

Director: Suresh Triveni

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