Britannia Industries has rolled out Tiger Hero Hunt, an awareness-driven campaign under its Tiger Krunch portfolio, aimed at helping children identify and respond to bullying through an engaging storytelling format.

Conceptualised by VML, the initiative begins with a simple on-pack activation. Consumers scan a QR code on Tiger Krunch packs to enter a WhatsApp-based interactive journey, where they navigate real-life bullying scenarios and choose how to respond. This gamified approach encourages children and families to recognise subtle behaviours and think through appropriate actions.

As participants progress, they unlock personalised “Tiger Hero” comic strips, placing them at the centre of their own story. Users can also submit their own experiences or imagined situations, with selected entries being adapted into comics and featured in Champak, extending the campaign’s impact into print.

The campaign is supported by two TVCs that mirror the decision-making paths of the digital experience. Created using AI-enabled techniques, the films ensure narrative consistency across platforms. Additionally, AI-combined with human curation-powers the creation of customised comic strips and helps evaluate user submissions at scale.

Beyond digital, the initiative expands through a dedicated microsite and on-ground activations at events like Baisakhi Mela and Nauchandi Mela, supported by outdoor promotions.

By blending storytelling, technology, and participation, the campaign transforms a sensitive issue into an accessible, engaging learning experience for young audiences.