Britannia Tiger Krunch has launched ‘Tiger Hero Hunt’, an awareness-led consumer campaign aimed at helping children identify and respond to bullying through an immersive storytelling format. The initiative is part of the brand’s wider communication effort to use entertainment-led engagement to build social awareness among younger audiences.
Conceptualised by VML, the campaign is anchored in a QR code-based on-pack activation that directs users to a WhatsApp-led interactive journey. Once accessed, participants are taken through a series of everyday scenarios where bullying may occur in subtle or overlooked forms. Users are prompted to choose how they would respond, encouraging reflection on behavioural cues that may otherwise go unnoticed.
The structure of the experience is designed as a branching narrative, where each choice leads to different outcomes. This gamified approach enables children to engage with sensitive situations in a safe, guided environment, while helping them build awareness of appropriate responses.
As users complete the journey, they unlock a personalised Tiger Hero comic strip in which they become the central character. The campaign further allows participants to submit their own experiences or interpretations of bullying situations, with selected entries adapted into comic strips featured in Champak, providing an incentive-driven layer of engagement and recognition.
The experience is extended beyond digital interaction through two television commercials featuring relatable school and social environments. These films depict how small acts of courage and peer support can influence outcomes in bullying situations. The creative approach integrates AI-enabled production techniques, aligning the narrative across TV, digital and interactive platforms.
A key element of the campaign is the use of AI combined with human moderation to generate personalised content at scale. This system adapts comic visuals and story outputs based on user-selected responses, while also evaluating and ranking submissions to identify the most impactful stories for adaptation into published formats.
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.”
The campaign also extends into physical and experiential touchpoints, including on-ground activations at Baisakhi Mela and Nauchandi Mela. These are supported by outdoor media placements and a collaboration with Champak, ensuring multi-channel visibility and reinforcing engagement across both digital and offline environments.
A dedicated microsite further extends the lifecycle of the campaign, allowing users to revisit stories, explore selected entries and continue engaging with the initiative beyond the WhatsApp experience. This multi-platform approach reflects a broader trend of integrating branded storytelling with interactive technology and educational messaging.
Overall, Tiger Hero Hunt positions Britannia Tiger Krunch within a purpose-led communication framework, combining gamification, AI-driven personalisation and narrative storytelling to address a sensitive social issue in a format designed for younger audiences.
