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<ul><li>Britannia <keyword id="1457487" type="PERSON" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has been relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country to make the product more healthy.</li><li>The brand has roped in actor <keyword id="475128" type="COMPANY" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> as its face.</li><li><keyword id="3384418" type="PERSON" weightage="20" keywordseo="Vinay-Subramanyam">Vinay Subramanyam</keyword>, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> tells us the thought behind the relaunch, why Tripathi was a perfect fit for the product and the brand's media mix for the new campaign. </li></ul> For years, Britannia’s Milk Bikis has dominated the milk biscuit segment in India. One of the oldest brands from the Britannia portfolio, the product, aimed at children, has been able to stand the test of time. Yesterday, Britannia announced a re-launch of this widely popular product with an atta variant, to make the offering healthier and to appeal to both children and their mothers; to the children because Britannia says it has worked hard to make the product tasty, and to mothers because it takes care of the nutritional values that they hope to give to their children. Britannia recently undertook a nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020 in collaboration with Momspresso. The data revealed that 79% of Indian Moms feel the wholesomeness of traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. As a response to these findings, the brand launched the Britannia Milk Bikis 100% Atta product. The brand claims that one pack of the new atta biscuit offers the energy equal to the energy provided by 1 glass of milk and 1 roti. “The thought behind this launch is the fact that a lot of traditional food we used to have as children, are no longer being consumed by today’s kids. They do have regular home-cooked foods but things like doodh roti or daliya. Therefore, we think it's really important to uphold the goodness of the traditions that people grew up with and yet add a modern twist so that children like it too. There aren’t too many biscuits in the market that are made of 100% atta and that’s why we wanted to bring up a healthy alternative to them,” said Vinay Subramanyam, VP Marketing, Britannia Industries. Milk Bikis accounts for close to 50% of the milk biscuits segment, however Subramanyam said that they don’t really track its growth just from that segment because they believe the product can take a share out of other biscuit categories too. On what he thinks are the factors that ensure the brand has been able to stand the test of time, Subramanyam said, “There are a few things that have contributed to this love for the brand. Firstly, you have to give consumers the same quality every time and make sure they know that their favorite biscuit is still exactly the same. It also has to do with a consistency in your messaging. It's a combination of these things that have helped us stay relevant over the years.” The brand has come up with a launch campaign and has roped in actor Pankaj Tripathi. “We thought Pankaj Tripathi was perfect for this communication because he is one of the most credible faces in the industry today. Our brand respects the goodness of traditions and yet wants to do something which is adaptable and progressive in today's context. Pankaj Tripathi embodies that spirit truly as he is very close to his roots and comes across as really genuine. He is extremely progressive. He doesn’t really come across as a brand ambassador but as the friendly neighbor who you look up to, so we thought he was the perfect fit for us,” explained Subramanyam. While we thought the TVC was a direct dig at other glucose biscuits and especially Parle-G, Subramanyam denied it. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> He also believes that the consumers and retailers who continue to show their love for the brand and put their trust in it are equally important brand ambassadors. “Our real brand ambassadors are our consumers and retailers. When a shopkeeper recommends our product to consumers, that kind of real word-of-mouth goes a long way,” explained Subramanyam. As a part of the campaign, the brand will also put up boards with not just the picture of the product and Tripathi but also the faces of the dealers too, who Subramanyam said were also its brand ambassadors. Along with the TVC created by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, Bangalore, the brand will also focus on a lot of on-ground activations. “TV is going to be an important part of the mix. It's a mass campaign and therefore we will take it everywhere, to small towns, cities and villages. Apart from TV, we will also have on-ground activities which will include a lot of dealer boards, hoardings, wall paintings etc. This is not a one-time media plan, it will be a continuous process. We don't want to simply launch this product and disappear. This is who we are now and we want to keep engaging with our consumers,” concluded Subramanyam.

The real brand ambassadors of our products are our consumers and retailers: Vinay Subramanyam, Britannia Industries

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits. Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children 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 amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country. Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. 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. Pankaj Tripathi on his association with the brand said, "Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!" Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““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.”

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

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The real brand ambassadors of our products are our consumers and retailers: Vinay Subramanyam, Britannia Industries

Samarpita Banerjee

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

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