Britannia Milk Bikis
Adengappa Kadhaigal
Our client, Britannia, wanted to find a way to use modern technology to help dads tell better stories to their children. We came up with a campaign that was centred around an AI microsite to scan any household object and generate a story making it the hero. The icing on the cake was the action commands - little tips on how to use the object to tell a fun and engaging story while reducing screen time for their children.
I was a part of this project from day 0 and worked on the campaign’s design language, and UI UX design of the microsite as well as being a part of the larger creative team that worked on the campaign film.
The design process began with research, working closely with a strategist to understand our target audience's user behaviour, and ensuring our microsite layouts were as easy to use and understand as possible. This involved adding tutorial sections throughout the site and maintaining the functionality as our number one priority. Large action buttons and clean UI to make sure we got as few drop-offs as possible.
Since the campaign was primarily for the state of Tamil Nadu, the site was available in Tamil as well as English.
The design language for the campaign was inspired by the comic books we all read as children - bringing a sense of joy and childhood to the design. Key focus areas for me during the design process as the sole UI designer on this project - were legibility and accessibility - since our target audience mostly used older devices with low internet connectivity, we wanted to keep the microsite lightweight for quick load times as well as keep the text easy to read.
We worked closely with our tech partner to make our designs come to life, to create a microsite that looked incredible and at the end of the day solved the problem our client set out to achieve.
This packet of biscuits will sit on my desk (uneaten) until way past its expiry date, serving as a reminder of the first big campaign of my career.