Brands
Supertails rolls out wedding-season sale with pets as matchmakers
MUMBAI: Supertails is hitching itself to India’s shaadi season with a racy new campaign, “Hooman Di Wedding Sale”, running from 23 November to 2 December. The digital-first pet care brand is pushing a wedding-themed sale packed with melodrama, humour and pet-first decision-making because in many homes the final say on a rishta comes from the furry family member.
Built on the insight that pet approval is non-negotiable for committed pet parents, the campaign casts pets as the ultimate matchmakers. Its centrepiece is a tongue-in-cheek, Ekta Kapoor-inspired film that opens with a “rishta pakka” scene before being interrupted by the bride’s pets, who storm in to question whether the groom is worthy of becoming their new pawrent. With Supertails treats as his wingmen, he eventually wins them over and proposes not just to the bride but also to her pets, securing a family-wide “yes”.
Each day of the sale mirrors a wedding function, from Daawat-e-Baarat food deals to Band, Baaj, Bling accessories and Healthily Ever After pharmacy offers. Off-platform, the brand is running sharp matrimonial spoofs voiced by its iconic pet aunties alongside the Pet Parent Palooza, a Bengaluru carnival curated with Kaunversations, bringing couples and their pets together to celebrate pet-approved partnerships.
Co-founder of Supertails, Vineet Khanna, says the campaign spotlights how relationships are shaped by the ones waiting at home, our pets, adding that the sale delivers the festive chaos of a wedding with a reassuring emotional punch.
Founded in 2021 by Varun Sadana, Aman Tekriwal and Khanna, Supertails offers veterinary consultations, behavioural training and pet essentials via a digital-led ecosystem from its Bengaluru base. With Hooman Di Wedding the brand is betting that India’s booming pet-parenting culture is ready for a dose of romance and a burst of retail therapy.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
