Brands
Pawtrait mode on as tattoos go furry and feel-good
MUMBAI: A tattoo might fade a little over time, but a paw print on the soul? That one’s permanent. In a bold blend of ink and emotion, Aliens Tattoo has launched Part of You, India’s first national tattoo movement celebrating the bond between people and their pets, and quietly channelling it into purpose.
The initiative offers more than just body art. It’s a full-blown movement turning wagging tails and whiskered memories into legacy pieces, paw prints, pet portraits, or soulful abstract strokes that carry stories of companionship, loss, healing, and joy. And with 1 per cent of campaign revenues pledged to animal welfare groups across India, the tattoos are doing more than just sitting pretty on skin.
“This isn’t just a tattoo. It’s a legacy,” said Aliens Tattoo founder and chief visionary artist Sunny Bhanushali. “When someone loses a pet, or even wants to celebrate the little joys of companionship, we believe that story deserves more than a memory. It deserves permanence. And with ‘Part of You’, we’re making sure that permanence helps more lives not just honours one.”
The numbers already speak in barks and tail wags. The campaign has notched over 7 million organic impressions online, with pet-themed tattoo bookings surging by 43 per cent across Aliens studios in Mumbai, Bangalore, and Hyderabad. The stories are heartbreakingly beautiful like the woman in Pune who inked her late dog’s paw to mark 15 years of unconditional love, or the man from Assam who flew to Mumbai to get his cat’s eyes immortalised in ink.
But Part of You goes beyond the studio chair. A video storytelling series captures the raw emotions behind each tattoo, why people choose permanence, and how the ink becomes therapy, tribute, and identity all at once. There’s also a microsite that guides pet parents through their own tribute journey, with curated design options and artist collaborations that simplify translating feelings into form.
What makes this more than a marketing masterstroke is its structure: Part of You is stitched together like a cultural movement. Aliens Tattoo has looped in animal welfare partners like People for Animals, Pedigree, and Heads Up For Tail alongside tattoo artists and pet parents, making this the first large-scale, brand-led initiative in India to formalise emotional tattooing in a thoughtful, scalable way.
Globally, emotional ink is growing from ashes-infused tattoos in the West to soundwave tributes and pet noseprints. But in India, Part of You is a pioneering howl, giving grieving pet parents not only a safe space but a meaningful ritual.
In an age where tattoos are no longer rebellion but reflection, Part of You reminds us that sometimes, the deepest connections don’t speak, they purr, they nuzzle, and when they’re gone, they leave behind more than memories. They leave a story worth etching forever.
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
