The new campaign focuses on strengthening the bond between fathers and kids through storytelling.
Why are people in Tamil Nadu scanning tomatoes and pencils? Britannia Milk Bikis and Talented are to blame.
The new campaign uses AI to generate heartfelt stories in Tamil for your kids.
Britannia Milk Bikis Ft. Talented launches a first-of-its-kind AI platform that generates stories in Tamil for your kids: Adengappa Kadhaigal.
The new campaign focuses on strengthening the bond between parents and kids through storytelling.
National, 20th August 2024: As part of their ongoing platform of equal parenting, Britannia Milk Bikis has launched a campaign speaking to the dads of Tamil Nadu. Conceptualised by Talented, ‘Adengappa Kadhaigal’ (loosely translated to wow! stories) is a Gen AI powered storytelling resource that equips dads to be better storytellers for their kids.
Stemming from the thought of ‘everything around you can tell a story’, this first-of-its-kind platform uses objects commonly found in households to aid storytime. Scan any Britannia Milk Bikis pack to generate stories, both in English and Tamil. Each story comes with prompts on how to use that object as a prop to narrate stories to kids.
Watch the launch film here: https://youtu.be/1UFesyEc3fg?si=SsSjX46VQmwJADW4
To highlight the importance of collaborative parenting, Britannia Milk Bikis launched the #GrowthNeedsBoth campaign last year with Prithi Ashwin and her husband R. Ashwin, alongside their two daughters. The campaign emphasises that the combined efforts of both parents as equal partners is important in ensuring the holistic growth and nourishment of the child.
Touching upon the cultural nuances of the initiative, Amit Doshi, CMO, Britannia Industries, said, “Britannia Milk Bikis has a deep rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new age technology. We’ve trained the AI model to recognize thousands of objects found in households to make stories more accessible.”
Generate the stories here: https://milkbikisadengappa.com/
