Recognising the mental toll of bullying on growing children

As per a study released by UNESCO, children face harassment and bullying at schools all over the world, with 1 in every 3 students subject to attacks at least once a month. This led to the institution of International Day against Violence & Bullying at Schools in Nov’ 2020. Britannia Tiger Krunch, a well-known, affordable-indulgence cookie brand, further found out that kids who are bullied aren’t physically weak. They just lack the confidence to fight their oppressor.

Tiger Krunch aims to offer optimal nutrition to make a kid the ‘Tiger Kid’ everyone wishes to be! To drive a unifying narrative around the existing concept of ‘Tiger Kids’ and strengthen brand affinity among audience pan India, the brand identified an opportunity in tapping into a social cause that affects their audience.

With this insight, Tiger Biscuits created Krunch Khao, Punch Dikhao, not just as a campaign, but as a war cry for kids who had been facing bullying but were now looking to build the confidence and skills to fight back. Using storytelling, role models, influential voices and smart partnerships across digital and traditional media, Tiger Krunch set out to use its platform to help kids become ‘Tiger Kids’.

Bringing Sonu Sood – the national role model onboard

Recognising the mental toll of bullying on kids, the brand strengthened its proposition by bringing national role model and actor Sonu Sood onboard for this campaign. Through a 5-part self-defence video series, Sood empowered children to confront bullying and bullies by teaching them how to stand up for themselves and resolve conflict.

To further amplify the campaign's reach, we partnered with Udemy, the online learning and teaching marketplace to offer discounted online martial arts courses, starting at INR 525.

To make this campaign more impactful and making sure it reaches our target audience, we did something unique. We collaborated with Child Influencers whose personalities align with the 'Tiger Kid' ethos, leveraging their combined 3.5 Mn follower base to effectively reach our target audience.

Tackling bullying head on

• The brand achieved 20-24% growth in the net sale value during the period of the campaign, i.e., Jan – March 2021.
• We achieved 300+ stories with a 100% key message delivery.
• We also saw a 100% Positive Tonality in campaign coverages.