Supertails reimagines shaadi season with pet-centric campaign

Supertails has launched a wedding-themed initiative titled the Hooman Di Wedding Sale, which runs from 23 November to 2 December. The digital-first pet care brand positions the sale within India’s shaadi season and uses humour and familiar cultural cues to explore the dynamic between pet parents, partners and pets.

The campaign is anchored in the insight that many committed pet parents consider their pet’s comfort and approval essential when entering a long-term relationship. Supertails frames pets as central decision-makers in family matters, particularly during a wedding season where rituals and interpersonal negotiations carry symbolic weight.

A central brand film, styled in the vein of popular Ekta Kapoor television dramas, uses melodrama to depict a typical ‘rishta pakka’ moment. As two families prepare to confirm a match, the bride’s pets interrupt the proceedings to question whether the groom is suitable as a future ‘pawrent’. Through Supertails’ products, the groom gradually earns their acceptance, eventually kneeling not only to the bride but also to the pets with the question: “Will you all marry me?” The film ends with the pets approving the match, reinforcing the theme of pets as integral members of the household.

Across Supertails’ digital platforms, daily sale themes mirror wedding functions. Food-related deals appear under ‘Daawat-e-Baarat’, accessories are presented through ‘Band, Baaj, Bling’, and pharmacy promotions feature within ‘Healthily Ever After’. Offline, the campaign extends to matrimonial-style audio spoofs voiced by Supertails’ ‘pet aunties’. It also includes the Pet Parent Palooza, a Bengaluru-based carnival produced with Kaunversations, designed to encourage interactions among pet parents and their partners.

Co-founder Vineet Khanna notes that the campaign reflects the influence of pets on personal relationships, adding that the initiative aims to capture this reality with a sense of drama and festive relevance. The campaign continues Supertails’ focus on representing contemporary pet-parenting culture in India.