MAM
flynt.social engages celebrity pet influencers for Pedigree’s vision to transform your dogs’ health
Mumbai: flynt.social and MARS Petcare recently collaborated on two unique campaigns – #6WeeksChallenge and #PedigreeCleanBowlChallenge, to spread the message regarding canine nutrition. It’s important that pet owners make the right choices in terms of nutrition and as one of the world’s leading dog food brands, Pedigree has taken the initiative to convince pet parents about this and to highlight the benefits of feeding their dogs Pedigree in place of home-cooked food to notice a visible transformation in their health.
For the #6WeeksChallenge, flynt shot with Shikhar Dhawan, Yuzvendra & Dhanashree Chahal, Dinesh Karthik & Dipika Palllikal at their homes in the company of their pets, dancing along to the jingle in colorful outfits, while talking about the health benefits they have noticed and encouraging their followers to take up the challenge to win a Taj staycation. With over 7 million combined Instagram views for the three #6WeekChallenge videos at an Engagement Rate of 12.5% and an Organic Reach Rate of 12.25%, flynt was able to achieve numbers higher than the industry average.
For the #PedigreeCleanBowlChallenge, flynt and Pedigree collaborated with influencers such as Alaya F, Shanaya Kapoor & Namrata Sheth to promote the campaign which talks about Pedigree’s gravy accompaniment for pet food that ensures a dog’s nutrition & hydration in the hot summer months. The ongoing campaign has already generated over 1.6 million views at an ER of 10.39% and an Organic Reach Rate of 38.1%.
MARS Petcare India marketing director Madhur Khanna said, “Pedigree has always been a strong advocate for optimal and best-suited nutrition for pets and is committed to bringing advanced global research and products to India. The #6WeeksChallenge campaign aligns perfectly with our brand purpose of creating a better world for pets. Through the #6WeeksChallenge and the #PedigreeCleanBowlChallenge, we aimed to convince pet owners that there’s a healthier, time-saving and cost-effective solution to your dog’s nutritional needs. With these campaigns, we wanted to generate maximum visibility for what Pedigree stands for while encouraging followers to sign up and stay in touch with their pet’s transformation through our digital platforms!”
New-age pet owners are a discerning group, who care as much about their pet’s food as they do about their own. “Pedigree has a global reputation for being the top choice in dog food and combining that with the authentic voices of celebrity pet owners helped us to maximize the reach for both campaigns. We were very diligent about picking the right celebrities who are known for being animal lovers. With the IPL around the corner, we also felt it was a great time to leverage cricketers with pets to amplify our message. We were able to rope in Dhanashree & Dipika to give their respective videos a ‘family’ vibe. At flynt, we try to integrate every influencer campaign with a larger goal and we’re excited to continue this collaboration with MARS Petcare in the upcoming months,” says flynt.social founder & CEO Anshul Duggal.
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
