To strike a chord with pet parents Drools launches campaign with new brand ambassador Ananya Panday

Pet food brand Drools has roped in actor Ananya Panday as its new brand ambassador. With this, they hope to stir the emotion of endearment for fur kids amongst the people of India. 

Speaking about their association, Shashank Sinha, National Sales Director, Drools, said, “Drools has always taken pride in promoting healthier living and food habits for pets with its extensive range of products that support skin and coat health, strengthen the immune and digestive system and overall well-being. We are thrilled to be associating with Ananya Panday, a Bollywood star, a role model, and most importantly a pet parent herself. As a celebrity youth icon, we think she's perfect for promoting our vision and garnering the attention of new-gen pet lovers. Envisioned to be embraced by the love of our patrons, we look forward to this allegiance.”

Ananya Panday said, “Dogs have proven to be our best friends time and again; getting unconditional from my fur children, Astro and Fudge (Golden Retriever and Yorkshire Terrier respectively), has defined boundless affection for me too. Thus, it is only justified for me to be protective of them, their growth, and their nutrition. I understand the part a dietary regime plays in pets' life and this is one of the reasons I am proud to collaborate with Drools and represent the label across India to create awareness about pet nutrition."

Speaking about their marketing plan Sinha said, “We will mostly be on digital as this is where the target audience of the brand is. Apart from that, we have in-house magazines that talk about the nutrition aspect of pets.” He said they will also educate people in stores and try and engage with pet parents about their products. 

According to Sinha, the brand is not only about responsible pet nutrition which is the core, but also about having different choices provided to the customers and pet parents. He said in the past few years, the pet industry has gone through the roof and more people have adopted pets in the past two years to unwind and relax amidst the chaos. 

He said India is maturing as a market in the pet category it is growing slowly and people are using special diets for their pets now, want to give healthy nutrition from early stages, and there is a lot of empathy. 

To cater to the increased demand they are also introducing breed-specific food products for pets and are looking to expand into newer international markets in Europe.

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