Chennai: Britannia Milk Bikis on Wednesday launched the "Thirukkural Challenge", an initiative aimed at encouraging children to engage with and learn the ancient Tamil literary classic through interactive activities and digital participation.

The campaign was unveiled at the iconic Valluvar Kottam and seeks to make the teachings of the Thirukkural more accessible and engaging for younger generations.

Written over 2,000 years ago by the Tamil poet-philosopher Thiruvalluvar, the Thirukkural comprises 1,330 couplets covering themes such as ethics, leadership, learning, relationships and everyday life.

The launch event featured noted Tamil scholar G. Gnanasambandan, musician Lydian Nadhaswaram, motivational speaker Suki Sivam and author-speaker Bharathy Bhaskar, who discussed the continuing relevance of the Thirukkural and ways to make its teachings appealing to children.

As part of the initiative, selected Milk Bikis biscuit packs will feature words from Thirukkural couplets embossed on the biscuits. Consumers can collect words from multiple packs and assemble complete Kurals based on themes such as friendship, learning and perseverance.

The campaign also includes a dedicated microsite where participants can submit and arrange collected words, complete Kurals and win rewards.

Speaking at the launch, Britannia Industries General Manager (Marketing) Archana Balaraman said the initiative was designed to help families and children engage with the Thirukkural in a fun and interactive manner while celebrating Tamil Nadu's literary heritage.

Conceptualised by Talented, the campaign combines packaging innovation, digital engagement and family participation to introduce the timeless wisdom of the Thirukkural to a new generation of learners.