Britannia Milk Bikis has recently launched the Thirukkural Challenge, a campaign that incorporates words from the Thirukkural onto select biscuits sold in Tamil Nadu.
For
those unfamiliar with it, the Thirukkural is one of the greatest treasures of
Tamil literature. Authored by the sage Thiruvalluvar and widely dated between
the 2nd century BCE and the 5th century CE, it contains 1,330 couplets
comprising just seven words each.
These
verses cover morality, ethics, governance, friendship, learning, perseverance,
and love. For generations, the Thirukkural has served not merely as literature
but as a guide to righteous living. It occupies a place of immense cultural and
emotional significance in the hearts of Tamils across the world.
Britannia's
campaign is undoubtedly creative. Special-edition Milk Bikis packs contain
biscuits printed with individual Kural words. Consumers are encouraged to
collect words from multiple packs and arrange them to form complete Kurals
centred on themes such as friendship, learning, and perseverance. A genuine
Thirukkural consists of a complete couplet of seven words in each line
The
campaign extends into the digital world through a dedicated website where
participants can enter the words they have collected, assemble complete verses,
and compete for hourly prizes.
From
a marketing standpoint, one has to admire the ingenuity behind the idea. The
humble biscuit has been transformed into an interactive learning tool. The
campaign gamifies learning, encourages family participation, and creates repeat
purchases because consumers need multiple packs to complete the verses. In
terms of consumer engagement, it is undoubtedly an impressive piece of work. So
far, so good.
But
then the marketing teacher in me raises his head. Perhaps I am old-fashioned,
but something about the execution makes me uncomfortable.
The
Thirukkural, for many people, is not merely a collection of words. It is
revered. While not a religious scripture in the conventional sense, it
possesses a sanctity that transcends literature. In Indian culture, words
themselves often carry sacred meaning. We touch books to our forehead as a mark
of respect. We apologise when our feet accidentally touch a book. Knowledge is
treated with reverence.
Against
this backdrop, the idea of printing revered verses on something meant to be
bitten, chewed, and consumed feels slightly odd and somewhat unsettling. The
issue is not the message; the issue is the medium. Marshall McLuhan famously
said, "The medium is the message." Britannia had a wonderful
message, but perhaps it chose the wrong medium.
Not
everyone will agree with me, of course. Many younger consumers may see nothing
objectionable in the campaign and may simply regard it as an innovative and
enjoyable educational exercise. Cultural sensitivities are subjective, and
there is no universal response. I do not believe Britannia intended any
disrespect whatsoever. Their objective was clearly to promote learning and
cultural appreciation.
Nevertheless,
I believe an even stronger campaign was possible. Instead of printing the Kural
words on the biscuits themselves, Britannia could have printed them on the
inside of the wrappers. Consumers purchasing three or five packets could have
been given a beautifully designed art paper poster with spaces to paste
completed Kurals. Children could collect the words, paste them in the
appropriate places, and gradually create a set of complete Thirukkural panels.
Such
a collectible approach would have transformed the campaign from a consumable
experience into a keepsake. Children could then take a photograph with their
completed poster and submit it, along with their name and phone number, through
the campaign website. They could even be encouraged to write a slogan inspired
by the Kural. Winning slogans and photographs could subsequently appear on
future packaging or on Britannia's social media channels.
This approach would have achieved several
objectives simultaneously:
- It would
have increased repeat purchases.
- It would
have preserved the dignity and sanctity associated with the Thirukkural.
- It would
have encouraged creativity among children.
- It would
have generated valuable user-generated content.
- It would
have strengthened emotional connections with the brand.
- Most
importantly, it would have left families with something tangible to
treasure.
In marketing terms, Britannia could have transformed a consumable medium into a collectible medium. Collectibles create memories. Memories create emotional attachment. Emotional attachment creates brands.
Therefore,
my observations should not be interpreted as criticism of the campaign's
intentions. On the contrary, the idea itself is brilliant. My concern lies only
with the choice of medium. As marketers, we often become so fascinated with
innovation that we forget a simple truth: context matters. The same message
delivered through a different medium can evoke completely different emotions.
Britannia
deserves applause for attempting to bring the Thirukkural closer to younger
generations. That objective is noble and commendable. Yet one cannot help
feeling that a wonderful opportunity was missed. Sometimes, preserving the
sanctity of wisdom while making it accessible requires not a different message,
but simply a different medium.
Keywords:
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Marketing, Brand Strategy, Consumer Engagement, Gamification, Interactive
Learning, Heritage Marketing, Sacred Symbols, Cultural Sensitivity, Packaging
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McLuhan, Collectible Marketing, User-Generated Content, Family Marketing, Children's
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Lessons, Marketing Critique, Brand Activism, Marketing Case Study,
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