India’s leading pet care brand Wiggles continues to leverage innovative marketing opportunities as a part of its brand-building exercise. Firmly positioned as the only pet care brand in the category with expert-driven strategy, Wiggles continues to make the complexities of animal care simpler and more engaging for pet parents and animal lovers.
In a first-of-its-kind initiative, Wiggles collaborated with creator platform The Good Creator Co’s, Co-Founder Malini Agarwal, popularly known as MissMalini to engage with influential pet parents and animal lovers to drive the conversation around the right nutrition for every dog. They hosted Wiggles’ maiden Petfluencer Party on September 11 in Mumbai – a fun evening that saw participation from over 100 influencers and celebrities such as Anusha Dandekar, Poonam Pandey, Suchitra Krishnamoorthi, Bandagi Kalra, Lakshya Kapoor and many more came along with their pets.
The campaign kicked off with a contest inviting participants to attend the exclusive by-invite event. The Petfluencer Party hosted an insightful discussion on right nutrition for every dog led by Malini Agarwal with her pet Mylo, Cyrus Broacha, TV Anchor, Comedian, Podcaster and parent to Peter and Mary, Anushka Iyer, Founder and CEO and parent of Wiggles along with Dr. Sanjiv Rajadhyaksha, Medical Director, Wiggles and Tanushree Rakshit, Founder of Pro Paws Academy and animal rights activist. The discussion focused on the confusion dog parents have about food and nutrition, leading to the showcase of their new dog food, EveryDawg.
The afternoon was marked with fun activities like a paw-pup bar, a pet psychic, a cuddle booth, and a stand-up act on the eccentric habits of Indian pet parents by Nitinn R Miranni who attended with his pet Marshall.
On kickstarting an influencer-led awareness campaign, Anushka Iyer, Founder and CEO, Wiggles said, “At Wiggles, we always look for meaningful and exciting ways to keep our pet parent community engaged while creating awareness about responsible pet care. 60% of India’s population comprises GenZ and millennials who want delightful customer experiences and the very best for their pets. Wiggles Petfluencer Party with The Good Creator Co. has enabled us to reach out to these new parents through a medium they love. We hope that through this partnership, we can dispel some myths and confusion about dog nutrition, and build a culture of responsible pet care. Mumbai is just the first of the many we have in store and we look forward to adding value to the pet community and industry at large.”
Malini Agarwal, Founder and Creative Director of MissMalini and Co-founder, The Good Creator Co, said, “I am delighted to host a Creator experience as MissMalini with the Good Creator Co for the launch of Wiggles EveryDawg food. Wiggles has always been a wholesome and positive brand that I trust and being a pet parent myself I know how much I worry about my pup’s nutrition from the myriad options out there. I’ve seen Mylo enjoying all his Wiggles goodies. I am super excited to bring together our creator community to connect over our love for our furry friends and create fun and engaging content while educating our guests about proper nutritional care for our fur babies. Opportunities like these allow the creator community to bond and connect in person in ways that are super special and memorable for creators big and small.”
