India – Britannia Tiger Krunch has launched an awareness campaign titled ‘Tiger Hero Hunt’, aimed at helping children identify and respond to everyday bullying situations through an interactive storytelling experience.
The campaign highlights how bullying can often occur in subtle, everyday interactions and may go unnoticed until its impact is felt. Developed by VML, the initiative is designed as an on-pack activation in which consumers can scan a QR code on Britannia Tiger Krunch packs to access a WhatsApp-based interactive experience.
Within this journey, users are presented with a series of scenarios involving bullying and are asked to choose how they would respond, with multiple options available for each situation.
As participants progress through the experience, they unlock a personalised Tiger Hero comic strip in which they are featured as the central character. They are also invited to share their own responses to bullying situations they have encountered, imagined, or related to. Selected entries will be adapted into Tiger Hero comic strips and featured in ‘Champak’, a children’s magazine.
Moreover, the campaign is supported by two television commercials featuring children navigating relatable social scenarios, where acts of courage and support influence the outcome. The films have been created using AI-enabled techniques and are designed to reflect the choices made by users during the WhatsApp experience.
The initiative also incorporates AI with human oversight to generate personalised comic strips and videos at scale, adapting visual narratives based on user responses. It also helps evaluate and rank submitted stories, with the most impactful ones shortlisted for adaptation 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, also added, “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 QR code activation, the campaign extends to a dedicated microsite where users can revisit the experience, read selected stories, and continue engaging with the initiative. It will also be promoted through on-ground activations at Baisakhi Mela and Nauchandi Mela, as well as outdoor advertising and a collaboration with ‘Champak’ to bring selected stories to print.
