Britannia Enlists Chess Pro Gukesh D to Energize Milk Bikis
Britannia ropes in World Chess Champion Gukesh D for its Milk Bikis campaign, blending strategic snack breaks with brain-boosting nutrition and youthful zeal.
Prakhar
Mastering the Snack-and-Think Moment
Britannia Milk Bikis, the nation’s favorite milk-flavor biscuits, has tapped teen chess prodigy Gukesh D to highlight the perfect snack-and-study combo. In a vibrant new film, Gukesh ponders opening moves over math problems, pauses only to munch a Milk Biki, and instantly locks in the next best play—positioning the biscuit as fuel for both body and brain.
Brain Food Meets Fun Break
Rather than tout academic drills, the film celebrates light-hearted study sessions. Friends gather around a chessboard in a sunny terrace, textbooks spread wide, as Gukesh breaks the ice: “When you think hard, snack smarter.” Each crunch syncs to a computer-generated chess clock tick, underscoring that Milk Bikis delivers both delicious taste and quick energy to sustain focus.
Youthful Charm, Vibrant Aesthetic
Shot in pastel tones with dynamic split-screens, the campaign spot combines real chess moves with pop-art visuals—pawns transforming into biscuit stacks, queen moves choreographed to biscuit breaks. A catchy jingle weaves Gukesh’s playful voiceover into lyrics: “Milk, biscuits, checkmate—snack time’s great!”
Omnichannel Strategy
Britannia premieres a 60-second hero film on YouTube and TV, 15-second edits on Instagram and Snapchat, plus interactive OOH chessboard murals at shopping malls. QR codes on packs lead to a mini-game where fans solve bite-sized chess puzzles for a chance to win signed Milk Biki cartons.
Engaging Next-Gen Minds
To deepen engagement, Britannia sponsors virtual chess workshops with Gukesh, streamed on the brand’s social channels. Participants solve puzzles live, pause for Milk Biki snack-break interludes, and unlock study-snack tips—bridging the gap between skill-building and snackable moments.
Building a Snacking Strategy
By aligning a rising sports star with its product, Britannia positions Milk Bikis as more than a treat—it becomes a strategic ally for students and young professionals. The campaign proves that a smart snack break can be the difference between a stalled move and a winning strategy.
