Pet care brand Wiggles holds Petfluencer Party to drive the discussion around pet nutrition

David Murphy

Indian pet care brand Wiggles hosted its first Petfluencer Party this week in Mumbai, as part of its aim to drive the conversation around the right nutrition for every dog. The event was organised in collaboration with Malini Agarwal, (popularly known as MissMalini), Co-founder of  creator platform, The Good Creator Co. It saw over 100 influencers and celebrities such as Anusha Dandekar, Poonam Pandey, Suchitra Krishnamoorthi, Bandagi Kalra and Lakshya Kapoor take part, along with their pets.

The campaign kicked off with a contest inviting participants to attend the exclusive invitation-only event. The Petfluencer Party then hosted an insightful discussion on the right nutrition for every pet, led by Malini Agarwal with her pet Mylo, along with Cyrus Broacha, TV Anchor, Comedian and Podcaster and “parent” (owner) of Peter and Mary; Anushka Iyer, Founder and CEO and parent of Wiggles; Dr. Sanjiv Rajadhyaksha, Medical Director, Wiggles; and Tanushree Rakshit, Founder of Pro Paws Academy and animal rights activist. The discussion focused on the confusion dog parents have about food and nutrition, leading to the showcase of Wiggles’ new dog food, EveryDawg.

The event was marked with fun activities including a paw-pup bar; a pet psychic; a cuddle booth; and a stand-up act on the eccentric habits of Indian pet parents by Nitinn R Miranni, who attended with his pet Marshall.

“At Wiggles, we always look for meaningful and exciting ways to keep our pet parent community engaged while creating awareness about responsible pet care,” said Wiggles Founder and CEO, Anushka Iyer. “60 per cent of India’s population comprises GenZ and millennials who want delightful customer experiences and the very best for their pets. Wiggles’ Petfluencer Party with The Good Creator Co. has enabled us to reach out to these new parents through a medium they love. We hope that through this partnership, we can dispel some myths and confusion about dog nutrition, and build a culture of responsible pet care. Mumbai is just the first of the many we have in store and we look forward to adding value to the pet community and industry at large.”