Britannia Milk Bikis Launches Thirukkural Challenge at Valluvar Kottam, Helping Children Engage with Thirukkural in a Fun and Interactive Way

Chennai, 3 June 2026: For generations, Britannia Milk Bikis has been a part of growing up in Tamil Nadu. Over the years, the brand has celebrated the state’s language, culture and traditions through various initiatives. Continuing this journey, Britannia Milk Bikis has launched the Thirukkural Challenge, an initiative designed to help children discover and learn Thirukkural through an interactive experience.

Written over 2,000 years ago by poet-philosopher Thiruvalluvar, the Thirukkural is a collection of 1,330 Kurals that continues to offer timeless lessons on everyday life, relationships, learning, leadership and values. Its wisdom remains relevant even today, with its teachings continuing to be passed down through generations.

The campaign was unveiled at Valluvar Kottam in Chennai, one of the most iconic tributes to Thiruvalluvar and the legacy of the Thirukkural. The launch brought together some of Tamil Nadu’s best known scholars, artists and cultural voices to discuss the continued relevance of the Thirukkural, how younger generations consume and engage with content today, and why the way Thirukkural is learnt may need to evolve to make it more engaging and immersive for the younger generation.

The discussion featured Dr G. Gnanasambandan, Lydian Nadhaswaram, Suki Sivam and Bharathy Bhaskar, who shared their views on how Thirukkural has been passed down through generations, the role of storytelling, music and everyday conversations in helping children connect with its teachings, and how interactive experiences can encourage the younger generation to discover and learn Thirukkural.

Speaking about the initiative, Archana Balaraman, General Manager – Marketing, Britannia Industries Ltd., said, “Britannia Milk Bikis has shared a special bond with Tamil Nadu for generations, and celebrating the culture of the state has always been an important part of that journey. The Thirukkural already belongs to every family here, woven into how we speak, how we teach and how we live. Through the Britannia Milk Bikis Thirukkural Challenge, we wanted to play our part in helping the younger generation discover and learn Thirukkural through an experience that is interactive and enjoyable. We hope the initiative encourages more families and children to engage with the Kurals together and creates moments of learning and discovery.”

Ria Sharma, Brand Strategy, Talented said “Thirukkural is the original life coach. Long before motivational reels and podcasts, Kurals were teaching people how to live better lives. With this campaign, we’re trying to showcase the relevance of Kurals for the new generation. Now we have a 2,000-year-old-life coach in a biscuit.”

Conceptualised by Talented, Britannia Milk Bikis packs now feature Kural words embossed on select biscuits, with different words spread across packs. When collected across packs and arranged, biscuits form three complete Thirukkurals centred around themes such as friendship, learning and perseverance. Extending the experience beyond the pack, a dedicated microsite allows consumers to collect the kural words they find, piece together complete it and win prizes along the way, making learning fun and interactive. Bringing the idea to life, the campaign film showcases how Thirukkural, traditionally encountered through books, classrooms, and public spaces, can now be experienced through a familiar Milk Bikis moment.

To participate in the Milk Bikis Thirukkural Challenge:
1. Buy a special edition Milk Bikis Thirukkural pack and scan the QR code.
2. Spot the Thirukkural words on the biscuit.
3. Teach them to your kids.
4. Record and send the video to win rewards.

About Britannia Industries
Britannia is a 100+ year old Company and is a market leader in the Bakery category in India with an annual revenue of over Rs 191 billion. The company’s two focus categories include – Bakery & Dairy, with trusted & iconic brands such as Good Day, Marie Gold, Milk Bikis, NutriChoice, Britannia The Laughing Cow Cheese, Gobbles etc. Britannia products are available in over 80 countries. The Company manufactures its products in nearly 100 factories, which are made available in over 29 lakh outlets to eventually reach over 180 million households in the country. The Company’s vision is to be a responsible global, total foods company, and delight consumers with delicious, and wholesome snacks and beverages throughout the day.