Supertails has rolled out its largest brand campaign, centred on Bengaluru, using local culture and storytelling to communicate its evolution as a full-stack pet care platform. The campaign features Danish Sait and Pooja Gandhi, combining humour, nostalgia and city-specific insights to create a narrative rooted in the everyday realities of pet parenting.
Developed as a Bengaluru-first campaign, the communication reflects both the brand’s origins and the city’s cultural identity. It positions Supertails as an integrated ecosystem offering food, healthcare, grooming and daily pet care services within a single connected experience, moving beyond the perception of pet care as a purely transactional category.
The campaign film brings together Danish Sait, a pet parent himself, and Pooja Gandhi, revisiting her role from the Kannada film “Mungaru Male”. Their inclusion is intended to create familiarity and local resonance, anchoring the narrative in voices that are widely recognised within the region. The storytelling incorporates elements of Bengaluru’s humour and cultural nuances to ensure contextual relevance rather than a generic national approach.
At the centre of the campaign is a digital film that adopts a multi-genre narrative format. Instead of presenting a linear brand story, the film moves across three distinct settings, each inspired by a different storytelling style. It transitions from a dramatic spy sequence to a nostalgic Kannada film moment and then to a playful children’s jingle format. Each segment highlights a different aspect of the Supertails offering, including veterinary care, 30-minute delivery and grooming services, without positioning the film as a traditional product demonstration.
This narrative approach reflects a shift in category communication. While pet care advertising has typically relied on emotional storytelling, Supertails adopts a more self-aware and entertainment-led format, recognising the role of storytelling style in driving engagement. The campaign focuses on how the story is told, using humour and cultural familiarity to convey service breadth without overemphasising functional messaging.
Vineet Khanna, co-founder of Supertails, said, "Bangalore is our home turf and our journey has deepened the most here, so it felt natural to tell this story in a way that belongs to the city. We wanted the film to feel local, familiar, and entertaining, while still reflecting how pet care itself is evolving from something transactional to something much more integrated and everyday.”
The campaign also aligns with broader shifts within the pet care category. As consumers transition from pet ownership to pet parenting, expectations are moving towards continuous, end-to-end care. This includes access to expert veterinary support, reliable service delivery and integrated solutions that cover multiple aspects of a pet’s lifecycle.
Supertails’ campaign positions the brand within this shift, emphasising reliability, accessibility and convenience as baseline expectations rather than value-added features. Services such as 30-minute delivery and on-demand care are presented as part of an always-on ecosystem designed to support pet parents across different needs and moments.
Founded in 2021 by Aman Tekriwal, Varun Sadana and Vineet Khanna, Supertails operates as a healthcare-led pet care platform, integrating products, consultations, at-home services and behavioural support into a unified offering. Headquartered in Bengaluru, the company continues to focus on simplifying pet parenting through a combination of expert-led care and digital accessibility.
Through this campaign, Supertails reinforces its positioning as a culturally aware, service-driven platform, using localised storytelling to reflect both market evolution and changing consumer expectations in pet care.
