When Britannia Milk Bikis wanted to make snack time smarter, we teamed up with the World Chess Grandmaster Gukesh Dommaraju, to create Milk Bikis Smart Moves, a one-of-a-kind digital experience that blends fun, learning, AI and a biscuit kids already love. With a QR code right on the pack, children are transported into an interactive chess world inspired by India’s youngest Grandmaster, Gukesh D.
Smart Moves celebrates clever thinking, and turns every bite into a brain boost.
All powered by a biscuit that’s been by every kid’s side for generations.
Campaign Duration
12 Weeks
Target Audience
Kids between the age of 5 -18 years, PAN India.
Web Page Link
An interactive chess-led experience where every pack came with a QR code, every move mattered, and top winning player would get the ultimate reward- To meet and play Chess with the Master himself, Gukesh Dommaraju in Europe!
Britannia Milk Bikis Smart Moves Logo
The Milk Bikis Smart Moves logo brings together the world of biscuits and brainpower. The Milk Bikis wordmark stays true to the original, while a bold chess piece represents the contest’s focus on smart thinking.
The milk splash in the background connects both ideas, tasty snacks and sharper minds, in one fun, energetic visual.
Microsite with Chess Game
Noteworthy Sections and Interactions
