Mankind’s PetStar, a pet food brand, has rolled out its ‘Picture 10 Lakh Ki’ campaign to engage pet parents through a digital-led initiative that connects online participation with offline pet retail stores.

The campaign features PetStar Alpha products and encourages consumers to visit participating pet stores and participate in the contest.The campaign adopts an online-to-offline approach, using digital platforms to direct consumers towards offline retail stores.

Through this initiative, PetStar aims to support the pet store ecosystem by encouraging store visits and creating greater engagement between pet brands, retailers and pet parents.As part of the campaign, pet parents are invited to visit a participating pet store, capture a selfie or create a reel with their pets & PetStar Alpha pack and share their entries on Instagram by tagging @petstar.in. The campaign features gadgets, including smartphones, smartwatches etc., as prizes, with an aggregate advertised prize value of ₹10 lakh. Winners were announced on a weekly basis, with close to 50 winners recognised in each round.Commenting on the campaign, Dr Piyush Prashant, Head – Mankind Petcare Pvt Ltd., said, “The pet care industry has a strong retail foundation, with pet stores playing an important role in connecting brands with pet parents. Through ‘Picture 10 Lakh Ki’, we have adopted an approach that uses digital platforms to encourage consumers to engage with offline pet stores.

The idea is to create a direct connection between online participation and retail visits, while supporting the pet store ecosystem.

The response to the campaign has been encouraging, with participation increasing over the course of the initiative. We believe such initiatives can help create stronger engagement between pet brands, retailers and pet parents.”The campaign has received an encouraging response, with an increase in entries over the recent weekend.

In view of the higher participation, PetStar has extended the contest finale, providing additional time for pet parents to participate.Through this initiative, PetStar is exploring ways to integrate digital consumer engagement with traditional retail channels, while bringing pet parents and local pet stores together through a common platform

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By MedGate Bureau