Mumbai: Britannia Industries has introduced ‘Tiger Hero Hunt’, an awareness-led campaign under its Tiger Krunch portfolio, aimed at helping children recognise bullying through an interactive and immersive storytelling experience.
Conceptualised by VML, the campaign is anchored in a simple on-pack activation. Consumers can scan a QR code on Tiger Krunch packs to access a WhatsApp-based journey, where they navigate everyday scenarios involving bullying and choose how to respond. The format is designed to help participants identify behaviours that may otherwise go unnoticed while encouraging thoughtful responses through multiple choice pathways.
As users complete the experience, they unlock personalised ‘Tiger Hero’ comic strips, positioning them as the central character in their own story. Participants can also share their responses to bullying situations they have encountered or imagined, with the most impactful entries being adapted into comic strips in Champak.
The campaign is further amplified through two TVCs featuring children in relatable social settings, where acts of courage and support help change outcomes. Created using AI-enabled techniques, the films mirror the decision-making paths within the WhatsApp experience, ensuring a seamless storytelling narrative across platforms.
Additionally, the initiative leverages AI with human intervention to generate personalised comic strips and videos at scale, adapting visuals to each participant’s response path. The technology also helps analyse and rank user-submitted stories, enabling the most compelling narratives to be shortlisted for publication in Champak.
Siddharth Gupta, Vice President, Marketing, Britannia Industries, said, “With Tiger Hero Hunt, we strive to create greater awareness around bullying by helping children and families identify such situations through simple, story-led interactions. Our intent is to offer an accessible format that encourages recognition, reflection, and participation while giving people a platform to share stories that may inspire others. By bringing these stories to life through comics, we hope to make the message more relatable and memorable.”
Kalpesh Patankar, Group Chief Creative Officer, VML, said, “Through Tiger Hero Hunt, Britannia Tiger Krunch has taken a bold step to start a conversation and raise awareness around bullying, a problem that is widespread in our society and impacts kids. The campaign takes the user through a fun, gamified learning experience that raises awareness about bullying. Through personalised rewards, the campaign creates a brand experience that the consumer will remember for a long time. At VML, we are proud to partner with Britannia Industries on this initiative.”
Beyond the pack-led experience, the campaign extends to a dedicated microsite, allowing users to revisit the journey, explore curated stories, and continue engagement. To drive wider awareness, the initiative will also roll out on-ground activations at Baisakhi Mela and Nauchandi Mela, supported by outdoor touchpoints and the Champak collaboration that brings selected Tiger Hero stories into print.
Steps to participate in the Tiger Hero Hunt:
- Scan the QR code on the pack of Britannia Tiger Krunch
- Learn to fight bullying
- Stand a chance to get featured in Champak
