Ad agencies
Shikhar Dhawan, Yuzvendra Chahal and Dhanashree star in Pedigree’s digital campaign by Jack in The Box
Mumbai: Jack in The Box Worldwide, along with MARS Petcare, a pet food company, has launched a digital campaign for Pedigree India called the #Pedigree6WeekChallenge. It promises a visible difference in dogs’ digestive system, skin and coat, muscles, bones, and natural defence within six weeks of consuming Pedigree as compared to feeding home-cooked food. Devising an Influencer activation starring Shikhar Dhawan, Yuzvendra Chahal and Dhanashree grooving to a catchy, specially produced rap song, the challenge encourages users to first sample, then buy a six-week supply of Pedigree Dry Food, all while reengaging with customers through a seamless WhatsApp-focused campaign. The customers also stand a chance to win a two day ‘staycation’ at Taj with their pets upon entering their details to sample the pet food.
Shikhar Dhawan_Pedigree 6 Week Challenge
Dhanashree_Pedigree 6 Week Challenge
MARS International India Ltd. managing director petcare Salil Murthy said, “At MARS Petcare, we are always aiming to set the highest food standards and spread advocacy for nutritionally balanced diets for pets. We are committed to using high-quality ingredients that make your pets healthier and fitter for a happier living. With the #Pedigree6WeekChallenge, we are confident that pet parents will see the difference a balanced diet makes to their dogs and start preferring this alternative which is also time-convenient and cost-friendly.”
Jack in The Box Worldwide managing partner Axon Alex said, “The six week challenge was a great collaborative exercise with the team at Mars Petcare. This collaboration allowed us to flex our muscles both from a creative and UX standpoint. The rap song we conceptualized was to allow influencers to have genuine fun with their dogs instead of reading from a script. This combined with building the WhatsApp journey allowed us to interact with the audience through their entire journey from awareness to post-purchase which was unique and exciting.”
The #Pedigree6WeekChallenge brings together the elite names with 100 nano influencers grooving to the rap song that is informative as it is entertaining. Through the messaging, customers are made aware of their chance to win a two day vacation at Taj with their pets. They are then redirected to sample the product by entering contact details on the website, helping push communications through WhatsApp.
The brand engages with these potential customers through weekly updates and information that helps track pet health. They are also encouraged to share images of the progress through six weeks,thus solidifying the promise and creating an authentic bank of user-generated content.
The #Pedigree6WeekChallenge is currently live and can be visited here.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
