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Anushka Iyer

To leverage innovative marketing opportunities as a part of its brand-building exercise, pet care brand Wiggles collaborated with MissMalini to host their maiden ‘petfluencer’ party with over 100 influencers and celebrities like Anusha Dandekar, Poonam Pandey, Suchitra Krishnamoorthi, Bandagi Kalra, Lakshya Kapoor and many more.

As per Wiggles, the aim of the campaign was to engage with influential pet parents and animal lovers to drive the conversation around the right nutrition for every dog. Also, the discussion saw Good Creator Co.’s MissMalini with her pet Mylo, Cyrus Broacha, TV Anchor, Comedian, Podcaster and parent to Peter and Mary, along with Tanushree Rakshit, Founder of Pro Paws Academy and an animal rights activist.

While the discussion focused on the confusion dog parents have about food and nutrition, leading to the showcase of their new dog food, EveryDawg, there were several fun activities for pets including 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 the event with his pet Marshall.

On kickstarting the 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. Wiggles Petfluencer Party with The Good Creator Co. has enabled us to reach out to these new parents through a medium they love.”

When asked about what made Wiggles choose petfluencers for their new campaign, Iyer replied, “Instead of looking at pre-existing categories, we decided to create a category called Petfluencers. We partnered with creators and influencers who are deeply connected to animals in different ways - as parents, trainers, rescuers, feeders, vets, bakers and more.”

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Commenting on the reach achieved by the brand through the campaign, Iyer said, “It's been a good start with multiple communities coming together - creators, experts, pet parents and animal lovers. With 11.1 million reach generated by 100+ influencers, there's been a spike in conversations, both online and offline. Good Creator Co. has been a fantastic partner in helping us make responsible pet care a relevant and positive cultural conversation.”

She further also went on to point out that 60% of India’s population comprises GenZ and millennials who want delightful customer experiences and the very best for their pets. 

Moreover, Iyer also expressed her expectations from the new partnership by saying, “We hope that through this partnership, we can dispel some myths and confusion about dog nutrition, and build a culture of responsible pet care.”

Elaborating on the challenges faced by the brand for such an initiative, Iyer said, “Organising an evening with close to 40 dogs and about 100 humans, that is safe, engaging and fun for everyone was an exciting challenge. But having experts around and being well prepared ensured it was more fun than challenging.”

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.”

She added, “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.”