Britannia has collaborated with chess champion Gukesh Dommaraju, bringing him on board for Britannia Milk Bikis. 

The partnership kicks off with the launch of ‘Britannia Milk Bikis Smart Moves’, an interactive virtual chess game that can be accessed by scanning a QR code on the biscuit pack. The game features a leaderboard that ranks players based on the speed and efficiency of their checkmating prowess. 

To bring the game to life, Britannia Milk Bikis created a fully AI-generated film, with every frame - from the chess champion's appearance to his voice and expressions - developed using generative AI tools.

Siddharth Gupta, general manager - marketing, Britannia, said “Gukesh D represents the sharpest mind of his generation, and we at Britannia are proud to join hands with him for Britannia Milk Bikis. With Milk Bikis Smart Moves, we’re bringing a new dimension of engagement to our consumers, a game that not only entertains but also exercises the brain. Taking this innovation a step further, we’ve also launched a fully AI-generated film featuring Gukesh, setting a creative benchmark in the way stories can be told using technology. Every Milk Bikis pack now becomes a gateway to thinking faster, playing smarter, and being rewarded for it. This collaboration reflects Britannia’s continued commitment to nurturing talent in sports and inspiring the next generation of champions across diverse disciplines. The campaign blends tech, gaming, and strategy to spark curiosity and competition among young audiences in a fun, rewarding way.”

Meherzad Contractor, head of studios, Hogarth India, said, “This film is a bold leap into the future of storytelling. With this film, we’ve redefined what’s creatively possible with Gen AI in advertising. To bring a world champion like Gukesh D to life entirely through AI — with absolute realism and consistency — is not just a technical feat, but a creative breakthrough. We’re proud to partner with Britannia on this historic first for Indian advertising.” 

The winner of the ‘Britannia Milk Bikis Smart Moves’ will win an opportunity to play a match with Gukesh or a trip to Europe to witness his game firsthand at an international tournament, according to the brand.