Campaign India Team
Dec 07, 2021

Pedigree and Zee5 raise awareness on indie pet adoptions

Watch the film conceptualised by Zee5 India here

Mars Petcare's Pedigree has rolled out a campaign titled #BeIndieProud, to raise awareness on indie pet adoptions. 
Conceptualised by the creative partner, Zee5 India, the film aims to eliminate the preconceived notions of stray dogs that society has developed and eradicate pet homelessness, by providing them with a loving home. 
The film features three real-life narratives of people from different walks of life tackling various barriers around stray pet adoption. It depicts a mother who braves her fear of stray dogs after the pet's love transforms her approach, an old couple opting for two dogs from an indie pet shelter to cope with their empty nest syndrome, and a young man adopting a neglected indie dog. 
Ganesh Ramani, managing director, Mars Petcare, said, “The Pet Homelessness Index showed that India has a low EPH (Environmental Public Health) of 2.4 on a scale of 10, and a huge population of stray dogs that are overlooked. There are various stigmas around stray dogs and their behaviour. We have undertaken various initiatives like pet health camps, thought leadership seminars, indie dog shows, and vaccination drives to create awareness and conversation around stray dogs. With the #BeIndieProud campaign, we aim to encourage stray dog adoption and see that all pets are wanted, cared for, and welcomed in peoples lives.”
Gaurav Kanwal, chief revenue officer, Zee5 India, added, “Dog adoption has seen an upsurge in India, but the strays who are fighting many odds in dismal conditions, and probably the ones who need a home the most are unfortunately the last to be picked. As a socially responsible brand, we were excited to join hands with Mars Petcare for the campaign and bring forth the real-life stories of some of these canines finding their forever homes. At Zee5, we have endeavoured to identify the varied facets of human emotions and create relatable content which resonates with our audience. We aim to drive awareness around the need to adopt the strays and welcome them to a friendly home environment. We are positive that the campaign will witness a widespread acceptance, and together we will be able to make the world a better place for our very own furry friends.” 
Campaign India

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