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
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
