National, 12 December 2025: Following the successful launch of Adengappa Kadhaigal 2.0, Britannia Milk Bikis has introduced a Special Super Star biscuit across its packs, further deepening the brand’s enduring bond with Tamil Nadu. The new edition transforms the much-loved Britannia Milk Bikis into a collectible, celebrating the symbols and storytelling culture that define the state.
The special edition biscuit features superstar-style sunglasses embedded into the iconic Milk Bikis waffle design, creating a moment of surprise and delight for families. Once discovered, consumers can scan the QR code on-pack, log into the Adengappa platform, and then scan the superstar biscuit to unlock a special story. Parents and children can narrate these stories together and submit their recordings for a chance to win weekly rewards or a trip to Hong Kong*.
Conceptualised by Talented, this launch builds on the heart of Adengappa Kadhaigal 2.0, which uses GenAI storytelling to spark imagination using everyday household objects. By adding this special biscuit into the experience, Britannia Milk Bikis brings a new dimension of discovery, play and creativity to homes across Tamil Nadu.
To amplify the launch, Britannia Milk Bikis has also rolled out high-impact OOH billboards across key Chennai landmarks, including Royapettah, Koyambedu Flyover and Express Mall, along with a campaign film that captures the magic of discovering the Special Edition biscuit and stepping into the world of Adengappa.
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 builds on Britannia Milk Bikis’ rich cultural legacy in Tamil Nadu. Over the years, the brand has celebrated the state through iconic campaigns such as A Bite on TN, Anaivarukkum, and the Flashback Pack, each inspired by local insights and the deep emotional connection Britannia Milk Bikis enjoys with families in the region. The Special Edition Superstar Biscuit continues that legacy, blending culture, technology and imagination to create meaningful moments at home.
Steps to generate your stories:
- Scan the QR code on the Britannia Milk Bikis pack
- Scan the special superstar biscuit to generate stories
- Submit your narration and stand a chance to win exciting prizes every week or a trip to Hong Kong*
Click here to generate your stories (Mobile only): https://adengappakadhaigal.com
*T&C apply
