Milk Bikis Tamil Nadu Day

For 45 years, Milk Bikis biscuits have been a staple across households in Tamil Nadu, loved by kids and adults alike. To authentically celebrate and reciprocate Milk Bikis long standing love affair with Tamil Nadu, we took a ridiculously hyperlocal approach. Our OOH campaign for Milk Bikis doubles as a travel guide to Tamil Nadu.

Quite often, South India is overlooked as a market - with Hindi campaigns being adapted without deep insights from southern states. But within the south, there are different languages and within that, there are different dialects that vary even every few kilometres.

Through an 80-part TN tribute series on Tamil Nadu Day, we showed gratitude to the state of TN while highlighting the sub-cultures within neighbourhoods. Inspired by type-led Tamil movie posters of the eighties and nineties, each billboard is customised to their location, with over 45 distinct copy variations across. A billboard in T.Nagar is different from what you see in Anna Nagar.