Britannia re-launches Milk Bikis Classic in Tamil Nadu to let buyers dive into childhood nostalgia

Britannia Industries Vice President Marketing Vinay Subramanyam said that the consumers of Tamil Nadu have grown up eating Milk Bikis. 

New Delhi: Britannia on Thursday re-launched its Milk Bikis Classic in Tamil Nadu, following an 'overwhelming' demand from consumers. Recently, Britannia had launched "an ode to simpler times" campaign that aimed at celebrating the simple joys of good old days and taking consumers back to the by-lanes of childhood memories, which resulted in a surge of demand to bring back the classic pack and the company paid heed to them. "The Milk Bikis Classic, a cult favourite biscuit of the 80s and 90s generation, is re-launched in its original avatar, flowery generation order design, Britannia embossed on the centre of the biscuit, with the familiar bottle on the pack and that same milky taste," Britannia Industries Vice President Marketing Vinay Subramanyam told reporters here. "The consumers of Tamil Nadu have grown up eating Milk Bikis. It is a brand with a huge emotional connect with the state. And in these times, what we have realized is that we crave our past even more. Our childhood, our simplicity, our friends. And it is unsettling to see that markers of our childhood are not there anymore to share with our children and to tell them "this is how we grew up." And that is why we thought this was the perfect time to bring back MkBikis Classic," he noted.