~An interactive storytelling journey helps children recognise everyday bullying situations~
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.
