Ad Campaigns
Wiggles.in’s ‘SheIsABitch’ Campaign reclaims the word ‘Bitch’ on Women’s Day
India’s first holistic preventive pet care brand Wiggles.in, curated by vets for your pets continues to empower pet parents like never before. Celebrating women for their choices and taking the brand’s communication a step forward, Wiggles.in launches a digital campaign ‘#SheIsABitch’ with a deeper and introspective thought ahead of International Women’s Day. #SheIsABitch’ is a User Generated Content (UGC) driven campaign that invites women parenting female dogs aka bitches to participate and be a part of a change that changes the lens that women are viewed and judged from.
With a provocative and hard-hitting concept and narrative, #SheIsABitch not just raises eyebrows, but also works towards creating the impact it desires. Being demanding, bossy, or choosy often leads to a woman being labelled as a ‘bitch.’ The campaign hence challenges the stereotype in which a woman is perceived when she decides to stand by her actions, takes bold decisions, makes a choice for herself and even prioritizes herself before anyone else. With a UGC strategy, the campaign invites women with female dogs to celebrate themselves for all the times that they have been tagged a ‘bitch’ with a black & white post. Wiggles.in wants people to realize that there should be no negative connotation attached to the word ‘bitch’ as it first belongs to our furry females.
https://www.instagram.com/tv/CMCiUFRH5Tg/?igshid=1ucug9tzv12gd
https://www.instagram.com/p/CMHPntZnx55/?igshid=1hsvi6abuyvx6
https://www.instagram.com/p/CMJHSYkrFKv/?igshid=gjpwejltnini
Speaking on the launch of a thought-provoking campaign, Anushka Iyer, Founder and CEO, Wiggles.in says, “We are excited about the response we have received for the campaign so far and believe that #SheIsABitch has the potential to change the manner in which women get labelled the world over. Being a woman founder, I have realized that the only way forward is to be head-strong, resilient and change what needs to be changed without fear.”
“Our campaign celebrates women for who they really are and reclaims the word ‘bitch’ for female dogs. The word ‘bitch’ is used more often out of context and in a degrading manner reducing the respect that we women deserve. While our campaign celebrates women, it also gives our female dogs their undue respect.”
Conceptualized and executed in-house by Team Wiggles, the campaign #SheIsABitch is live across social media platforms as well as the Wiggles.in pet parent community called Wiggles Tribe on Facebook. The UGC campaign received participation from over 500 women within 10 hours of its outreach and will continue to be live throughout March.
If you are a pet mommy to a female dog(s) specifically, and if you would like to be a part of this revolutionary campaign, upload the cutest black & white picture of the two of you together, on your Instagram handle, use the hashtag #SheIsABitch and tag us on our Instagram @wiggles.india on 8th March – on International Women’s Day.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
