Voot Studio ties up with Pedigree for unconventional Mother’s Day campaign

The 60-second film asks people to adopt stray dogs

e4m by exchange4media Staff
Updated: May 14, 2019 1:14 PM

VOOT Studio from Viacom 18 has partnered with Pedigree to celebrate Mother’s Day in an unconventional manner.

Through this campaign Voot Studio and Pedigree along with Mediacom as agency partner, urge people to adopt dogs. 

The film’s premise explores four new mothers who narrate first-hand experiences with motherhood, while answering questions like how does it feel, why adopt and how has it changed them. They narrate incidents in an emotional way making it seem that they are speaking about human babies. The film climaxes with the question – Shall we meet your baby and it is then revealed that the mothers are new parents to Indie-dogs.

With this film, Voot and Pedigree drive the message that every dog deserves a home. 

Pedigree has tied up with over 25 pet NGOs to drive the cause of adoption for stray dogs. They have received over 1 lakh pledges on their official website in support of this initiative.

Speaking about the initiative, Akash Banerji, Business Head-Advertising Video Platform, VOOT, said, “We recently launched our VOOT Studio programme, an industry-first initiative that partners with brands around compelling storytelling & platform integrations, to drive their brand narrative for the new-age consumer.  Our association with Pedigree is with the aim of creating ROI for a brand much beyond the 30 second ad spot. We are happy to have partnered with Pedigree on the occasion of Mother’s Day for a campaign that has such a powerful message and relevance for its target audience.” 

Mohit Arora, Marketing Director, Pet Nutrition India, said, “BringHomeJoy campaign was visualised keeping our vision of "making a better world for pets" in front and center. As category leaders we take pride in driving responsible pet ownership, and one such initiative is creating awareness and consideration around pet adoption. By involving and directing all digital engagement to 25 partner pet adoption agencies across 16 cities, we hope to start an initiative to find more loving homes for all pets.

Navin Khemka, CEO South Asia, Mediacom said, “Pet lovers know that pets are like their own kids. We dedicate this campaign to every pet caring person and are confident that many families will come forward and adopt a dog. In today’s world we need more compassion, care and understanding. We are fortunate to be involved in co-creating this campaign with Voot Studio & Team Pedigree.”

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