Britannia Tiger Krunch has launched the ‘Tiger Hero Hunt’ consumer campaign with an aim to create awareness around bullying and what one can do in such situations.
Bullying can often hide in everyday moments and can sometimes go unnoticed until its impact is already felt. The campaign is designed to help kids identify such situations through an interactive and immersive storytelling experience.
Conceptualised by VML, the campaign unfolds through a simple on-pack activation. Consumers can scan the QR code on the Britannia Tiger Krunch pack to enter an immersive WhatsApp-based experience, where they move through various situations of bullying and choose how to respond to them.
The format is designed to help participants spot behaviours that may otherwise seem like everyday interactions while giving them multiple response options to choose from based on how they would react in the situation. The experience also lets participants share their choices in response to bullying situations they may have seen, imagined, or related to.
As users complete the experience, they unlock a personalised Tiger Hero comic strip, where they become the central character in the story. The most impactful entries will be adapted into Tiger Hero comic strips in Champak.
The ‘Tiger Hero Hunt’ is further brought alive through two ad films featuring children in relatable social situations where moments of courage and support help shift the outcome. The films have been created using AI-enabled techniques and are designed to mirror the choices participants make in the WhatsApp journey, helping the storytelling feel connected across touchpoints.
Furthermore, the campaign uses AI with strategic human intervention to generate personalised comic strips and videos at scale, adapting the visual narrative to each participant’s selected response path.
Commenting on the campaign, 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 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.”
