Britannia Launches AI-Driven Storytelling Campaign for Tamil Nadu Dads

In a bold move to champion equal parenting, Britannia Milk Bikis has unveiled a new campaign targeting fathers in Tamil Nadu. Conceptualized by Talented, the initiative named ‘Adengappa Kadhaigal’—translating to “Wow! Stories”—leverages Gen AI technology to help dads become more engaging storytellers for their children.

Building on their #GrowthNeedsBoth campaign from last year, which featured Prithi Ashwin and her husband R. Ashwin along with their daughters, Britannia Milk Bikis emphasizes the crucial role of collaborative parenting. The campaign aims to highlight that both parents must contribute equally to ensure their child's comprehensive growth and development.

Amit Doshi, CMO of Britannia Industries, expressed, “Britannia Milk Bikis has nurtured a long-standing relationship with Tamil Nadu. This campaign underscores our commitment to fostering equal parenting through innovative technology. We have fine-tuned the AI model to recognize numerous household objects, enhancing the storytelling experience.”

Samyu Murali and Balaji Padmanabhan from Talented noted, “In Tamil Nadu, where cinema holds immense reverence, traditional portrayals often show moms as the strict disciplinarians and dads as the ‘fun’ parents. Our advertising aims to challenge these stereotypes by presenting fathers as equally capable storytellers.”