National, 16 April 2026: Bullying can often hide in everyday moments and can sometimes go unnoticed until its impact is already felt. With an aim to create awareness around these situations, Britannia Tiger Krunch has launched Tiger Hero Hunt, an awareness-led consumer campaign designed to help kids identify bullying 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.
As users complete the experience, they unlock a personalised Tiger Hero comic strip, where they become the central character in the story. The experience also lets them share their choices in response to bullying situations they may have seen, imagined, or related to. The most impactful entries will be adapted into Tiger Hero comic strips in Champak, giving participants an exciting opportunity to see their stories featured in one of India’s most loved children’s comics.
The experience is further brought alive through two TVCs featuring children in relatable social situations where moments of courage and support help shift the outcome. The films themselves have also 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 these personalised comic strips and videos at scale, adapting the visual narrative to each participant’s selected response path. It also helps analyse and rank user-submitted stories and the actions participants say they would take, enabling the most impactful responses to be shortlisted for adaptation into Tiger Hero comic strips 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.”
The campaign experience also continues beyond the pack through a dedicated microsite, giving consumers another way to explore the journey, read selected stories, and engage with the initiative even after the WhatsApp interaction.
To build wider awareness at key congregation points for families and children, the initiative will extend through on-ground activations at Baisakhi Mela and Nauchandi Mela, supported by impactful outdoor touchpoints and the Champak collaboration that brings selected Tiger Hero stories to life in 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.*
