Britannia revives Adengappa Kadhaigal with an interactive storytelling experience

New Delhi: Britannia Milk Bikis has brought back its Adengappa Kadhaigal initiative in an updated format, developed with Talented, to encourage parents and children in Tamil Nadu to engage in shared storytelling activities.

The 2025 edition uses a Gen AI-led platform that allows families to generate stories in English or Tamil by scanning any Britannia Milk Bikis pack and then scanning everyday household objects to incorporate into narratives. The concept is rooted in the idea that stories can emerge from items commonly found at home.

Parents and children can also record their story creations as video narrations. Selected entries will be considered for weekly prizes or a trip to Hong Kong*, adding a participatory element to the activity.

Siddharth Gupta, General Manager, Marketing, Britannia, said, “For decades, Britannia Milk Bikis has been part of countless childhoods in Tamil Nadu, and Adengappa Kadhaigal 2.0 builds on that legacy in a fresh way. Through technology, we aim to provide parents with simple tools to spark creativity at home, without requiring any special setup or effort. As a brand that has grown alongside Tamil Nadu, this edition allows us to offer families a platform that enhances the moments they spend together.”

The brand’s connection with Tamil Nadu has been reflected in earlier initiatives such as A Bite on TN, which marked Tamil Nadu Day, and the Anaivarukkum and Flashback Pack campaigns drawing on regional themes and linguistic identity.

How the platform works:

1. Scan the QR code on a Britannia Milk Bikis pack
2. Scan household objects to generate stories
3. Submit a narration for a chance to be considered for weekly prizes or a trip to Hong Kong

Watch the campaign films :