Britannia Milk Bikis has introduced a groundbreaking campaign in Tamil Nadu that emphasizes the importance of fathers in the parenting journey, specifically through the art of storytelling.
Developed by Talented, the campaign, titled ‘Adengappa Kadhaigal,’ leverages Generative AI to create a unique storytelling tool designed to help fathers become more engaging storytellers for their children.
The campaign is rooted in the idea that “everything around you can tell a story.” With this innovative approach, fathers can scan any Britannia Milk Bikis package to generate stories that incorporate everyday household items as props. Available in both English and Tamil, these stories come with prompts to guide dads on how to use these objects to make storytime more interactive and fun.
This initiative is part of Britannia Milk Bikis’ broader commitment to promoting equal parenting, a theme they have consistently championed. Last year, the brand launched the #GrowthNeedsBoth campaign featuring cricketer R. Ashwin, his wife Prithi Ashwin, and their two daughters. The campaign highlighted the importance of both parents playing an active role in their children’s development, underscoring that true growth requires the involvement of both mother and father.
Amit Doshi, Chief Marketing Officer at Britannia Industries, expressed the brand’s dedication to this cause: “Britannia Milk Bikis has had a special connection with Tamil Nadu for decades. This campaign reflects our ongoing efforts to further the conversation around equal parenting and to empower parents with modern tools. The AI behind this platform has been trained to recognize thousands of common household items, making storytelling more accessible and engaging.”
Samyu Murali, from the Creative team, and Balaji Padmanabhan, Brand Strategist at Talented, highlighted the cultural context: “In Tamil Nadu, cinema plays a significant role in shaping perceptions, often portraying fathers as the ‘fun’ parent while mothers are seen as disciplinarians. This campaign challenges that stereotype, presenting fathers as equal partners in the nurturing process and skilled storytellers in their own right.”
By addressing the often-overlooked role of fathers in the upbringing of children, this campaign sets itself apart from traditional advertising, which typically centers around mothers as the primary caregivers. Talented and Britannia Milk Bikis aim to provoke thought among consumers, encouraging other brands to recognize and celebrate the role of fathers in parenting.
The ‘Adengappa Kadhaigal’ campaign is not just about promoting a product; it’s about fostering deeper connections between fathers and their children through the timeless tradition of storytelling, all while promoting the concept of equal parenting in a modern, technologically driven world.
