Britannia has partnered with 17-year-old World Chess Champion Gukesh Dommaraju for its Milk Bikis brand. The association aims to promote strategic thinking and cognitive development in children through an innovative digital experience.
Launch of ‘Milk Bikis Smart Moves’ Game
The campaign kicks off with the launch of Britannia Milk Bikis Smart Moves, a virtual chess game that can be accessed by scanning a QR code on Milk Bikis Base and Atta packs. The interactive game encourages critical thinking and strategic play, challenging users across two levels.
Game Levels and Rewards
- Level 1: Players must solve a one-move checkmate puzzle. Winners receive assured cashback.
- Level 2: Players who clear Level 1 unlock a tougher two-move checkmate. Winners here earn a CircleChess subscription.
- Leaderboard & Grand Prize: The leaderboard ranks players based on speed and logic. The top performer will win either a chance to play chess with Gukesh D. or enjoy an all-expense-paid trip to Europe to watch him compete.
AI-Generated Campaign Film
To promote the game, Britannia launched an AI-generated campaign film that digitally replicates Gukesh D.’s appearance, expressions, and voice using generative AI tools. This marks a first-of-its-kind move in Indian advertising, blending realism with cutting-edge technology.
Gukesh D. on the Campaign
“I’m really excited to partner with Britannia Milk Bikis,” said Gukesh. “Chess has taught me patience, focus, and strategic thinking. With Smart Moves, kids now have a fun and accessible way to explore the game and build confidence.”
Brand and Creative Leadership Quotes
Siddharth Gupta, GM – Marketing, Britannia, shared,
“Gukesh D. represents brilliance and strategy—values Milk Bikis stands for. With Smart Moves, we’re offering a unique blend of play and learning while pioneering the use of AI-generated storytelling in Indian advertising.”
Meherzad Contractor, Head of Studios at Hogarth India, added,
“To bring a world champion to life entirely via Gen AI with lifelike realism is a creative milestone. This project sets a new bar for storytelling in advertising.”
How to Play – Step-by-Step
- Scan the QR code on your Milk Bikis Base or Atta pack.
- Play Level 1: Solve a 1-move checkmate puzzle and win assured cashback.
- Unlock Level 2: Solve a 2-move puzzle to win a CircleChess subscription.
- Climb the Leaderboard: The top player wins a chess match with Gukesh D. or a trip to Europe.
Also Read: Shubman Gill Joins Team Oakley as Brand Ambassador for India – Agency Masala
Conclusion
The Britannia Milk Bikis x Gukesh D. campaign is a perfect blend of nutrition, intelligence, and innovation—encouraging kids to think smarter while enjoying their favorite biscuit. By introducing the Smart Moves virtual chess game and leveraging generative AI to tell a compelling story, Britannia not only redefines engagement in FMCG marketing but also fosters a culture of strategic thinking among the youth. This collaboration with India’s youngest World Chess Champion reflects the brand’s commitment to nurturing young minds through fun, tech-enabled experiences that go beyond the biscuit pack.
