Regional Advertising

The Tamil Nadu Billboard Travel Guide
Brand: Britannia Industries
Client: Milk Bikis
Entrant: Talented

The First List

Entry Title:	The Tamil Nadu Billboard Travel Guide
Brand:	Britannia Industries
Client:	Milk Bikis
Entrant Company:	Talented
Description:	There’s a culture of adapts where content is blindly translated into regional languages without any cultural nuance or insights. In Tamil Nadu, there are 25+ dialects of Tamil, with accents, words and meanings changing every few kilometers. Depending on the area you’re in, a word like ‘Brother’ would sound like ‘Anna’ in Chennai, ‘Anneyn’ in Madurai or ‘Nouhhh’ in Coimbatore. For TN Day, a celebration of the formation of the state, we took a ridiculously hyperlocal approach by using the way people love eating our very own biscuit and reminding Tamil Nadu that there’s no Britannia without TN. Instead of having the same billboard in different locations, we dived deep within neighbourhoods and created billboards that change with the pincodes they’re placed in. A 70-part tribute that doubles up as a travel guide for Tamil Nadu.
Company Credits:	Talented
Individual Credits:	Aaliya Sheikh, Creative Balaji, Brand Strategy Dhruv Shingala, Brand Strategy Dimple Parmar - Creative PG Aditiya, Co-founder and Chief Creative Officer Prashant Gopalakrishnan, Founding Partner Radhika Subramanian, Creative Ritam Mukherjee - Creative Samyu Murali, Creative Swetha Sankar, Creative Sonal Arora - Finance Vivek Pandey - Finance Musingly – Language Expert
Individual Credits:	Amit Doshi, Chief Marketing Officer Vinith Muralidharan, Group Product Manager Tanya Jakhar, Product Manager Deepthi Varghese, Media manager Riya Joseph, Head of media
Individual Credits:	Team Sigma Jaganathan - Associate Business Director Madan Seeni - Director